MHA6080 WEEK 3 DISCUSSION AND PROJECT INSTRUCTIONS
Week 3 Discussion
Supporting Lectures:
Review the following lectures:
Discussion Questions
Before beginning work on this discussion forum, please review the link “Doing Discussion Questions Right” and any specific instructions for this topic.
Before the end of the week, begin commenting on at least two of your classmates’ responses. You can ask technical questions or respond generally to the overall experience. Be objective, clear, and concise. Always use constructive language, even in criticism, to work toward the goal of positive progress. Submit your responses in the Discussion Area.
Introduction:
There is a distinct difference between marketing and advertising. The way in which healthcare organizations communicate their products/services is an important element in the strategic planning process. Without a clear understanding of what the organization can provide to the consumer, it is challenging to remain strategically placed in the marketplace.
In this discussion, you will explore both effective and ineffective marketing strategies. Likewise, you will use the information gleaned from this week to develop an original advertising initiative for a healthcare organization.
Tasks:
- After researching the Internet, provide and discuss at least two successful healthcare marketing initiatives (including advertisements, videos, commercials, and billboards).
- Provide and discuss at least two unsuccessful healthcare marketing initiatives (including advertisements, videos, commercials, and billboards).
- Discuss an original advertising initiative for a healthcare organization, product, or healthcare service. Be sure to describe the initiative (including advertisement, video, commercial, and billboard).
To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.
Your initial posting should be addressed at 500–1,000 words as noted in the attached PDF. Submit your document to this Discussion Area by the due date assigned. Be sure to cite your sources using APA format.
Respond to your classmates throughout the week. Justify your answers with examples, research, and reasoning. Follow-up posts need to be submitted by the end of the week.
Week 3 Project
Supporting Lectures:
Review the following lectures:
Assessing the Potential Marketability of a Healthcare Organization
The project assignment provides a forum for analyzing and evaluating relevant topics for this week on the basis of the course competencies covered.
Introduction:
In this week, you explored the next steps involved in the strategic planning process. Specifically, you examined the general marketing mix and the more contemporary healthcare marketing mix. Likewise, you learned about the various strategies present in healthcare marketing.
In this assignment, you will conclude the potential marketability of a healthcare organization on the basis of your findings after evaluating each of the organization’s marketing mix (both general and healthcare). This will require you to research two healthcare organizations in a similar geographic location.
You will have the flexibility to select any two healthcare organizations, which offer similar services and serve the same geographic location.
For example, you may be interested to research two acute care hospitals (a type of service) in Savannah, Georgia (location). In this example, you would need to research two existing acute care hospitals in Savannah, Georgia, and complete the marketing mix assessment for each.
Please review the following and use specific information from these resources, your course resource, and additional research to address the tasks posed below:
Resources:
- United States Census 2010. (n.d.). Interactive population map. Retrieved from https://www.census.gov/2010census/popmap/
- United States Census Bureau. (n.d.). Retrieved from https://www.census.gov/
- Medicare.gov. (n.d.). Find & compare doctors, hospitals, & other providers. Retrieved from https://www.medicare.gov/forms-help-and-resources/find-doctors-hospitals-and-facilities/quality-care-finder.html
Tasks:
- Select a type of healthcare service (acute care, rural health clinic, long-term care, and home healthcare) and a location (city/state) that interests you.
- Provide an overview of the two healthcare organizations and location you selected.
- Discuss the four Ps of marketing for each organization you selected (product, price, promotion, and place).
- Discuss the five Ps of healthcare marketing for each organization you selected (physicians, patients, payers, the public, and the presence of politics).
- On the basis of your findings, discuss which organization has the most marketing potential.
- Discuss the most appropriate growth strategy for the selected organization. (Should the organization expand its existing services to a new market or offer new services to the existing market?)
To support your work, use your course and text readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.
Submission Details
- Present your response in a 6- to 8-page Microsoft Word document formatted in APA style.
- On a separate page, cite all sources using APA format.
- Name your file as SU_MHA6080_W3_Project_LastName_FirstName.
- By the due date assigned, submit it to the Submissions Area.
