Reference no: EM132295320

Assignment

APA format, references and citations. references should be less than 5 years old.

Select a health care organization to be the focus of this paper. Reflect an actual opportunity available for change in your community.

Health care organization selected: Outpatient clinic

Project type for marketing consideration: Marketing of a new service (Family planning).

Part I: Executive Summary and Marketing Plan (5 pages)

1. Executive summary (2 pages) that explains why the organization and project type were selected along with a justification of the importance of this effort.

2. Marketing Plan (3 pages) that will be used to communicate key opportunities to the board of Directors. The marketing plan should reflect the selected organization and project type and may contain a variety of the following components:

a. specific goals and SMART objectives

b. Detailed explanations of product, price, place, and promotion of the project type chosen

c. Supporting information for this initiative (for example this may include information on the market audit, target audience, and demographics

d. Marketing strategy and business communication standards to be used

e. Assessment of due diligence (any operational, financial, or human resources requirements needed to implement the plan)

f. Description of any benchmarks from other competitors or industries

g. Specific marketing actions

h. Specific explanations of necessary budget, revenue, and staff

i. Limitations to implementing the plan

Case studies for Project

Quelch, J.A., & Norris, M. (2015). Access Health CT: Marketing affordable care

Quelch, J. A., & Rodriquez, M.L. (2014). E-Cigarettes: Marketing versus public health.

Quelch, J. A., & Rodriquez, M.L. (2015a). Carolinas HealthCare System: Consumer analytics