In this section of the marketing and communication plan, you will develop specific marketing strategies to support the service you are proposing for Bellevue Hospital.

Instructions

In this section of the marketing and communication plan, you will develop specific marketing strategies to support the service you are proposing for Bellevue Hospital.

In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the proposed service.

Note that the stakeholders are unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.

The proposed service for the hospital is a new health payment plan for the uninsured.

IHP 510 Final Project Milestone Three Guidelines and Rubric Marketing and Communication Strategies

Overview: For this milestone, due in Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the service you are proposing for the hospital. Note that the stakeholders are unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan. Prompt: Review the Module Seven resources as well as the activities throughout the course. Pay particular attention to the marketing exercises in which you explored various marketing strategies, as well as the Module Six Worksheet where you considered targeted marketing and communication strategies for a particular healthcare organization. Next, draft a 3- to 5-page paper that addresses the following critical elements:

I. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet the marketing goal of the proposed service.

A. Which strategies have you determined are most effective in meeting your marketing goals? B. Describe areas of the 4 and 5Ps that will be addressed in the marketing mix. For example, one consideration might be how the organization will

be paid for the service and how the service could be impacted by policy and politics. C. Describe the target market for your proposed service. What are the geographies, demographics, psychographics, and behaviors of your target

market? D. Why do you feel the currently used marketing strategies will not meet the needs of the proposed market? E. How are your proposed marketing strategies appropriate for your identified target market? F. What ethical criteria guided your selection of the marketing strategies you chose? (Refer back to the frameworks on ethics and ethical decision

making from Module Three.)

II. Communication Strategies: In this section of the marketing plan, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the proposed service. Note that this is unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.

A. How will you communicate the marketing plan to internal stakeholders? For example, some internal stakeholders might be employees, doctors, or administration.

B. How you will share this marketing plan with indirect and direct external stakeholders? For example, some external stakeholders might be legislators or public health officials.

C. How will these communication strategies effectively drive collaboration and contribute to the effectiveness of the marketing plan?

D. What ethical criteria did you use to guide communication decisions for stakeholders of varying sectors of the population? (Refer back to the frameworks on ethics and ethical decision making from Module Three.)

Refer to your texts, course resources, and your own research to support your responses. Be sure to incorporate feedback from you instructor on this milestone into your final submission, due in Module Nine.

Rubric Guidelines for Submission: This milestone should be submitted as a Word document, 3 to 5 pages in length, double-spaced, using 12-point Times New Roman font, one-inch margins, and the latest edition of the APA manual for formatting and citations.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Marketing Strategies: Strategies

Selects strategies aligned to marketing goals

Selects strategies, but alignment to marketing goals is unclear

Does not select strategies 9.5

Marketing Strategies: Four and

Five Ps

Describes areas of the Four and Five Ps that will be addressed in the marketing mix

Describes areas of the Four and Five Ps that will be addressed in the marketing mix, but descriptions are incomplete, unclear, or illogical

Does not describe areas of the Four and Five Ps that will be addressed in the marketing mix

9.5

Marketing Strategies: Target

Market

Describes the target market of the proposed service

Describes the target market of the proposed service, but description is incomplete or unclear

Does not describe the target market of the proposed service

9.5

Marketing Strategies: Currently

Used Strategies

Explains why the currently used marketing strategies will not meet the needs of the proposed market

Explains why the currently used marketing strategies will not meet the needs of the proposed market, but explanation is incomplete, unclear, or illogical

Does not explain why the currently used marketing strategies will not meet the needs of the proposed market

9.5

Marketing Strategies: Strategies

Justifies how proposed marketing strategies are appropriate for identified target market

Justifies how proposed marketing strategies are appropriate for identified target market, but response is incomplete, unclear, or illogical

Does not justify how proposed marketing strategies are appropriate for identified target market

9.5

Marketing Strategies: Ethical

Criteria

Explains how ethical criteria were used to guide selection of marketing strategies

Explains how ethical criteria were used to guide selection of marketing strategies in manner that is incomplete or unclear

Does not explain how ethical criteria were used to guide selection of strategies

9.5

Communication Strategies: Internal

Stakeholders

Explains how to communicate the marketing plan to internal stakeholders

Explains how to communicate the marketing plan to internal stakeholders, but plan is incomplete or unclear

Does not explain how to communicate the marketing plan to internal stakeholders

9.5

Communication Strategies: External

Stakeholders

Describes how to share this marketing plan with direct and indirect external stakeholders

Describes how to share this marketing plan with direct and indirect external stakeholders, but description is incomplete or unclear

Does not describe how to share this plan with external stakeholders

9.5

Communication Strategies:

Collaboration and Effectiveness of Plan

Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan

Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan, but response is incomplete, unclear, or illogical

Does not justify how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan

9.5

Communication Strategies: Ethical

Criteria

Explains how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population

Explains the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population

Does not explain how the ethical criteria were used to guide communication decisions for stakeholders

9.5

Articulation of Response

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

5

Total 100%

 

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