- 12 Mar, 2021
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Healthcare Marketing – Develop marketing plans for healthcare events and services using fundamental marketing strategies
.1 INSTRUCTIONS:
Develops a SMART goal for the marketing plan that aligns with the provided mission, vision, values, and goals
WHAT NEEDS TO BE DONE:
you have identified the key components (Specific, Measurable, Achievable, etc.) but have not identified nor explained which concept you are applying and why. To demonstrate mastery, please identify and explain this concept.
Then explain which key component/goal or activities align with the mission, vision and values.
As noted in the Project Directions, the goal should align with “Welcome Hospital’s mission, vision, and values”. These are detailed in the Project Directions under “Welcome Hospital Mission, Vision, and Values”. For example, within the discussion of your goal you might mention how it aligns with the hospital’s vision of enhancing the quality of health care, etc.
2. INSTRUCTIONS:
Recommends appropriate communication strategies for internal and external stakeholders that will effectively support your marketing plan and educate your stakeholders about the proposed event
WHAT NEEDS TO BE DONE:
Explain specific communication strategies for different types of external and internal stakeholders.
In this section create a real life marketing plan that is focused on targeting “socioeconomic levels and diverse populations within the geographic area of the hospital” such as “Children, adolescents, teen parents, adult parents, families, grandparents, adults, and older adults.”
HELPFUL TIPS:
1) For example, children may be targeted during a doctor’s office visit in waiting room with creative ways of engaging them with playful ways to learn about healthy nutrition and physical activity. This marketing activity may also prompt their parents to participate and could bring awareness of your event. Entice them with free fun activities and items if the attend.
2) How will you specifically target the elder population? What if they cannot drive? Are there Senior Citizen Groups or community programs to network with?
3) Will you apply target marketing to different socio-economic groups? If so, how? Would you collaborate with community based programs or groups?
4) Is your focus on marketing to patients or new patients?
5) Please identify the external and internal stake holders who may assist in your marketing plan or help to get the word out. Be specific.
For example, would your plan include employees such as doctors, RN’s, social workers, radiologist, Dietitian’s and other staff employed in specialized healthcare field?
• Resources: Resource# 2: Reading: Target Marketing in the Health Services Industry: The Value of Journeying off the Beaten Path (This resource notes targeting children and families)
• Resource: Principles of Marketing, Section 5.2
• In this FlatWorld e-book, read the following subsections of Section 5.2:
• • Types of Segmentation Bases
• • Segmenting by Behavior
• • Segmenting by Demographics
• • Age