Expert Answer:Springfield Medical Center: Marketing Plan: Kaiser


Solved by verified expert:Written Assignment #4 – Final project – PowerPoint & VIDEOMarketing Plan Presentation: worth 20% of final gradeYour final project is in lieu of a final exam and is worth 20% of your final grade. As such, the final project will assess your ability to synthesize the marketing principles by applying them to a health care organization. Your end product will be a brief overview of a marketing plan for your organization accompanying a video presentation using software called – screencast-o-matic. You are not expected to reach the level of authoring a professional, actionable, marketing plan, but you are expected to demonstrate an understanding and application of basic marketing principles. Final Project Objectives1. Understand impact of marketing environments on health services marketing strategy2. Develop marketing objectives3. Apply marketing concepts of segmenting, targeting and positioning a health services market4. Describe a health services organization’s current marketing mix and suggest modifications based on marketing objectives5. Identify measurements to access the marketing plan’s impact on the health services organization.6. Demonstrate college-level research and writing skills commensurate with a 300-level courseSteps to completing a Successful Final Project webcam/video:Chose a specific health services organization. You can choose any health care organization that interests you. This can be because you work for the organization, would like to work for the organization, are a patient or client of the health services organization, or any other reason that will inspire you to examine the organization’s marketing efforts. Be sure you either are sufficiently knowledgeable about the organization or can gather information on the organization and its competitors. Since the focus in this course is on the health services patient/client, please do not chose health care insurance plans or pharmaceutical companies. All of the following types of health care organizations are acceptable for your final project:Community hospitalAcademic hospitalSpecialty hospitalSurgicenterRehabilitation centerUrgent care facilityPhysician practiceDental practiceHome health careImaging servicesHealth advocacy organizationHospice careMedical equipment sales/rentals2. Submit your final project organization topic for approval. As directed by your faculty member, submit the organization that you will pursue in the assignment dropbox. Provide a brief description of the organization and why you chose it. You will submit this topic for approval in week 3.3. Research your health service organization. Your research should take many forms, including academic research from the UMUC library. Your research should also include a visit to the organization, interviews with key administrators or marketers (if possible), research on the category of health services in which the organization belongs, e.g. hospitals, physician practice, etc., website review, review of similar services which would be considered direct competitors. You might want to refer to the Marketing Webliography found under Course Content > Course Resources > Marketing Toolbox > Marketing Webliography.4. Review the final project Power Point Template. This can be found under Course Content > Course Resources > Final Project Power Point Template. Be sure you understand all the relevant marketing concepts; ask your faculty member to clarify, if needed.5. Use the marketing plan template to complete your Power Point Presentation. The template is located in Content>Course Content>week 8. Feel free to change the design and slide layouts in whatever way you feel best represents and communicates your best work. Be sure to remove any of the generic text provided to you for guidance. Refer to the Marketing Toolbox under Course Content > Course Resources > Marketing Toolbox >Tips for Effective Power Point Presentations for some ideas on how to present your ideas in a format that clearly demonstrates a correlation between the concept and the subject of your term project.6. Seek out your faculty member any time you need assistance or guidance. You will not be able to find out everything about your organization or its industry, some of the information is propriety, so be prepared to make some well-reasoned statements in your final project.7. Keep your Power Point presentation simple. Reserve the main portion of your presentation for your key findings, conclusions and recommendations. Use exhibits to add supplemental or source information such as charts and graphs. 8. Be sure to include endnotes and/or a reference page as part of your grade is on your ability to demonstrate these skills.9. Review your Power Point Presentation against the project rubric. You may want to revisit those sections that would appear not to provide you with enough points for an acceptable grade.10. Carefully edit your Power Point Presentation to be sure it presents your best work, is free of typos, is appropriately cited and referenced; and that it clearly communicates your points.11. Use screencast-o-matic software to record your final project ppt and video simultaneously. 12. Submit your final project in the assignment section of LEO on or before the due date noted in your LEO classroom calendar.13. Once your final project is graded, be sure to check out the faculty member’s feedback, which will correlate with the grading rubric

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Name of Health Services
Student name
Course/Section Number
(name of health services organization)
• General description of the organization, e.g. number of
locations, management structure, financial information, etc.
(from your research)
• Mission, vision, corporate-level goals and/or objectives (from
your research)
• Actual or possible marketing objectives (Refer to Week 2
Analysis of the Current Situation
1. SWOT Analysis
2. Target market description
3. Value proposition
1. SWOT analysis
• Use the SWOT worksheet in Course content > Course
resources > Marketing Toolbox > How to prepare a Case study
> SWOT worksheet and Competitive Analysis Worksheet
• Identify major conclusions from your SWOT analysis, focus on
how those conclusions will impact the marketing strategies
• Use as many slides as you need to include all the relevant
conclusions and impacts
• Attach completed SWOT and competitive analysis as an
exhibit at the end of your presentation
• Refer to Week 2 for more details on SWOT analysis
2. Target market
• Identify the type of consumer behavior that is relevant to your
health services (refer to Week 3 concepts). Use the health
belief model, if helpful, address the motivation, perception,
learning and memory issues if possible. What type of
purchase behavior do they exhibit (refer to Week 3 concepts)?
• Address the issue of quality as a factor in the patient/client’s
decision process (refer to Week 3 concepts)
• Describe the target market for the health services as
specifically as possible (refer to Week 4 concepts). If more
than one target market, prepare descriptions for each.
• Use as many slides as you need to adequately cover the topics
3. Value Proposition and competitive
• Describe the health service’s value proposition (refer to Week
4 concepts)
• Describe the health service’s positioning strategy (competitive
analysis and positioning map will be helpful here)
• Use as many slides as you need to adequately cover the topics
Marketing Mix
Place (distribution)
Promotion (marketing
4. Product strategies
• Describe the health service ‘product’
• Describe the patient ‘experience’
• How does the ‘product’ and the ‘experience’ differ from
• What is the role of quality in the patient experience?
• Is the product a ‘brand’; if not, would you recommend it build
a brand?
• Would you recommend any changes to the health service
• Refer to Week 5 concepts
• Use as many slides as you need to adequately cover the topics
5. Price Strategies
• Describe how the price is set for the health care service
• Does the price seem consumer oriented?
• Is the price and quality consistent with a local reference-based
pricing database?
• Refer to Week 6 concepts
• Use as many slides as you need to adequately cover the topics
6. Place (distribution strategies)
• Describe the channels used to deliver the service (refer to Week 6
• Would you consider the channel system to be a value network and why or
why not?
• What changes would you recommend to ensure a value network system?
• Use as many slides as you need to adequately cover the topics
7. Promotion
(marketing communications) strategies
• Describe the communications message and its effectiveness in
representing the brand and value proposition.
• What changes would you recommend to same?
• Describe the type of creative strategy used to convey the message?
• What promotion tools are used? How would you modify those
tools based on marketing objectives identified in your Overview and
to more effectively communicate to the target market?
• What customer relationship efforts does the health service have or
should be put in place to retain patients/clients, create loyalty and
• Refer to Week 7 concepts
• Use as many slides as you need to adequately cover the topics
8. Measurements
• Consider the marketing objectives outlined in (1). How would
you suggest the marketing activities measure the success of
reaching those objectives? List all measurements that may
apply, e.g. number new patients, number referrals, increase in
revenue, etc.
• Use this topic to cover anything else you would like to add
such as need for increased budget to adequately make the
suggested changes, management’s focus or lack of focus on
marketing, etc.
• Use a college-level style such as MLA or APA to
properly format your endnotes
• Prepare a bibliography of all sources used in your
presentation using the same style as used for endnotes
• Refer to the UMUC virtual library for help endnoting and
• Optional exhibits such as:
Completed SWOT analysis
Completed competitive analysis
Positioning map
Financial information
Creative strategy
• Be sure to refer to your exhibits in the main
part of your presentation.

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