Florida National UniversityHSA-6163 Planning and Marketing in Health Services Administration
Final Project
Final Project: Marketing Plan
Objective:
For this assignment, you will create a Marketing Plan for a Community Health Center that you
will be able to choose (Any Health Care Facility). The Marketing Plan is designed to Identify
customers’ needs, Evaluate whether the organization can meet those needs in some way that
allows for profitable exchanges with customers to occur, and Develop a mission statement,
strategy, and organization centered on those needs. Create offerings that are the result of
meticulous market research. Form operations and supply chains that advance the successful
delivery of those offerings. Pursue advertising, promotional, and public relations campaigns that
lead to continued successful exchanges between the company and its customers. Engage in
meaningful communications with customers on a regular basis. You are encouraged to choose
(Any Health Care Facility: Hospital, Doctor’s Office, Emergency Care Center, etc.). The paper
will be 8-10 pages long. More information and due date will provide in the assignments link.
APA style 7th edition format.
ASSIGNMENT GUIDELINES (2 points /10%):
Patients are empowered with new options and decisions about their care. Hospitals and health
systems continue to transition from volume-based to value-based performance. And quality
incentives (bonuses or penalties) drive administration concerns, decisions, and planning.
This year is different from the last. Next year will be different from this year. And your hospital
marketing plan—a three-dimensional, photomosaic jigsaw puzzle—needs to be fresh from the
factory, and you don’t have a lot of time or resources to fit all 750+ pieces together neatly..
EACH PAPER SHOULD INCLUDE THE FOLLOWING:
1. Introduction (5 points / 25%) Offer an abstract that provides a brief outlook of the
proposal and explains in your own words what is meant by a Marketing plan for a Health
care Facility.
2. Your Marketing Plan (10 points 50%)
a. Presentation Page:
PROJECT NAME
ORGANIZATION NAME
BUSINESS ADDRESS
CITY, ST, ZIP
TELEPHONE NUMBER
FACSIMILE NUMBER
WEBSITE ADDRESS
EMAIL ADDRESS
b. GOALS:
Clearly define the business objectives and how to quantify and measure them. To make a
meaningful and measurable impact, marketing goals must directly support the organization’s toplevel goals. Additional goals will account for your most marketable and profitable hospital
service lines, ongoing programs, community endeavors, and other measurable marketing
activities. For clarity, goals should be SMART: Specific, Measurable, Achievable, Relevant, and
Tangible.
c. BUDGET:
Think big enough to make a difference. In addition to the dollars, it’s important to provide the
people, talent, and time necessary to have an impact and achieve goals. When resources are
limited—a nearly universal situation—it is wiser to underwrite one highly successful component
that makes a significant difference than it is to shortchange several efforts that are mediocre or
wasteful. For step-by-step details, here’s how to scientifically establish a marketing budget for
hospitals.
d. SWOT:
The big-picture self-exam to guide planning. No less than twice each year, a candid and top-level
evaluation of Strengths, Weaknesses, Opportunities, and Threats will analyze and evaluate the
significant influences that work for or against your strategic objectives.
e. AUDIENCE:
Clearly identify exactly WHO to connect to and HOW to do it. Various marketing systems
provide many ways to define and describe target audiences, but there are four primary
considerations:
o
Geography: Where are they located?
o
Demographics: What is their age, gender, etc.?
o
Psychographics: What personality, and lifestyle characteristics?
o
Behavior: What are their primary needs and wants?
An “everyone and everywhere” approach is ineffective… and it squanders resources.
f. COMPETITION:
It most certainly has changed. Driven by the force of “reform,” mergers, acquisitions, rollups,
and other influences continue to shuffle healthcare’s volatile competition landscape. Detailed
competitive research—online, in the media, and by service line—is highly likely to reveal where
patients are seeking care in the marketplace. In addition to other hospitals and health systems,
retail medical clinics, pharmacy chains, and independent medical groups are likely to be on your
list.
g. STRATEGIES AND TACTICS:
Marketing’s nuts-and-bolts action plan. Custom-fitting the final roadmap evaluates and aligns
your goals, strategies, and tactics. On one hand, it can be a complicated process to weigh the
marketing elements that are most appropriate, cost-effective, and effective. (This is one area
where outside professional help is valuable.) Not to be overwhelmed by the options, in
healthcare marketing, there are only six critical channels to consider.
Branding – How will this plan effectively communicate the unique value proposition that
distinguishes you from the competition and will be foremost in the mind of the public? Branding
is an expression of the hospital’s reputation and its value to the public it serves.
External Marketing – What are the precision-targeted, cost-effective, and compelling
advertising efforts to reach, inform and attract people who can benefit from your services?
Internal Marketing – What are the objectives, tools, and tactics that communicate with your
existing—and influential—internal patient and referral base?
Internet Marketing – How engaging is your hospital’s online presence—optimized website,
content-rich blog, pay-per-click (PPC) advertising, social media—where patients are
increasingly searching for information, facilities, and providers?
Professional Referrals – What is the best system to assure the continuing and growing flow of
referrals from providers in the hospital service area?
Publicity and PR – How will this plan extend community awareness, recognition, and goodwill
through free exposure opportunities in newspapers or broadcast media?
Creating an effective hospital marketing plan, one that produces desired—and measurable—
results, is often a collaborative effort within the organization and with the help of outsourced
professional guidance. Ultimately, the test of success is in knowing how the plan has achieved
the intended goals, delivered patients to priority service lines, and produced a quantified Return
on Investment (ROI).
3. Conclusion (3 points / 15%)
Briefly recapitulate your thoughts & conclusion to your Marketing Plan. How did this plan
impact your thoughts on Health Care Administrator and Human Resource Department?
Evaluation will be based on how clearly you respond to the above, in particular:
a) The clarity with which you associate, relates, establish and apply your knowledge to generate
the Marketing Plan;
b) The Complexity, depth, scope, Profundity, and organization of your paper; and,
c) Your conclusions, including a description of the impact of the Marketing Plan on any Health
Care Setting.
ASSIGNMENT RUBRICS
Assignments Guidelines
Introduction
Your Marketing
Conclusion
Total
20 Points/ 10%
50 Points / 25%
10 Points / 50%
20 Points / 15%
100 points / 100%
ASSIGNMENT GRADING SYSTEM
A
B+
B
C+
C
D
F
Dr. G
90% – 100%
85% – 89%
80% – 84%
75% – 79%
70% – 74%
60% – 69%
50% – 59% Or less.
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Formatting
Title Page
Citation
Outline
