IHP 510 Module 8 Worksheet Assignment
IHP 510 Module 8 Worksheet Assignment
For the Module Six worksheet task, you proposed marketing and communication strategies based on the target market and demographics for a department, program, or service at the Missouri Department of Health and Senior Services. For this follow-up worksheet task, you will complete a basic budget to implement the marketing strategies you proposed in that task.
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IHP 510 Module Eight Worksheet
For the Module Six worksheet task, you proposed marketing and communication strategies based on the target market and demographics for a department, program, or service of the Missouri Department of Health and Senior Services .
For this follow-up worksheet task in Module Eight, you will complete a basic budget for implementing the marketing strategies you proposed in the Module Six Worksheet. In this task, you will illustrate how you would allocate $100,000 among the three campaigns you proposed.
· First, list the target market/demographic, the department/program/service, and the marketing technique for the three priorities you selected in the Module Six worksheet task.
· Next, illustrate how you would allocate a portion of the funds for each priority. Be sure to consider direct, indirect, and hidden costs. Please see the example below.
· Finally, describe why you made the budgeting choices around prioritization and specific costs.
Note: Although you are not being asked to prioritize your marketing tactics for a specific budget in your final healthcare marketing plan, this is an important exercise to complete as it is crucial to understand how healthcare organizations allocate funds for their marketing campaigns. Module 8 Worksheet Assignment
Priority One
Priority One:
Funds Allocated for the Marketing Campaign: $ ___________________________
Direct Costs
· Identify $0
· Identify $0
· Identify $0
Indirect Costs
· Identify $0
· Identify $0
· Identify $0
Hidden Costs
· Identify $0
· Identify $0
Total Costs for Priority One: $0
Discussion:
Priority Two
Priority Two:
Funds Allocated for the Marketing Campaign: $ ___________________________
Direct Costs
· Identify $0
· Identify $0
· Identify $0
Indirect Costs
· Identify $0
· Identify $0
· Identify $0
Hidden Costs
· Identify $0
· Identify $0
Total Costs for Priority Two: $0
Discussion:
Priority Three
Priority Three:
Funds Allocated for the Marketing Campaign: $ ___________________________
Direct Costs
· Identify $0
· Identify $0
· Identify $0
Indirect Costs
· Identify $0
· Identify $0
· Identify $0
Hidden Costs
· Identify $0
· Identify $0
Total Costs for Priority Three: $0
Discussion:
IHP 510 Module Eight Worksheet Guidelines and Rubric Budgeting for Healthcare Marketing
Overview: For the Module Six worksheet task, you proposed marketing and communication strategies based on the target market and demographics for a department, program, or service of the Missouri Department of Health and Senior Services—strategies that align to its mission, vision, goals, and objectives. For this follow-up worksheet task, you will complete a basic budget for implementing the marketing strategies you proposed in that task. Prompt: First, complete the Module Eight Worksheet by listing the target market/demographic, the department/program/service, and the marketing technique for the three priorities you selected in the Module Six worksheet task. Next, address the following critical elements as outlined in the worksheet:
Prioritization of Funds: Identify how you will allocate a portion of the funds for each priority.
Costs: Identify the direct, indirect, hidden, and total costs in the proposed healthcare marketing budget.
Discussion: Describe why you made the specific budgeting choices of prioritization and specific costs.
Rubric Note: Although you are not being asked to prioritize your marketing tactics for a specific budget in your final healthcare marketing plan, this is an important exercise to complete as it is crucial to understand how healthcare organizations allocate funds for their marketing campaigns.
Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Prioritization of Funds Identifies a portion of the funds to be allocated for each priority
Does not identify a portion of funds to be allocated for each priority
25
Costs Identifies the direct, indirect, hidden, and total costs in the proposed healthcare marketing budget
Does not identify the direct, indirect, hidden, and total costs in the proposed healthcare marketing budget
25
Discussion Describes why budgeting choices were made around prioritization and specific costs
Describes why budgeting choices were made around prioritization and specific costs, but with gaps in detail, clarity, or logic
Does not describe why budgeting choices were made around prioritization and specific costs
50
Total 100%
HEALTHCARE MARKETING
Healthcare Marketing and Communication
Maria Williams
Southern New Hampshire University
Healthcare Marketing and Communication
Priority One
Target Market/Demographic: African American/ Low Income
Department/Program/Service: Insurance
Marketing technique: Social Media
Discussion: The African American community makes up the largest percentage of the Missouri population. This community also experiences the highest level of disparity in most of the social resources of the state. For instance, the poverty rate in the black community is at 30.2%, almost double the 15.8% rate of the state (MDHSS, 2018).
The selected service of focus is insurance. Insurance plays an important role in access to care. This population has the highest level of disparity in terms of accessing care. The Missouri Health Assessment results show that blacks have the lowest level of insurance. Therefore, it is important to market affordable insurance services to the members of this community.
The selected marketing technique for this population is social media. Social media is a platform for mass communication that enables easy and affordable communication with target populations (Gilligan & Lowe, 2018). The reason for choosing this marketing platform is because it allows opportunities for engagement. The mission for insurance programs is to ensure people have access to care Social media will create an opportunity to determine the factors that prevent blacks from getting insurance as a result of the engagement opportunities of social media sites.
Priority Two
Target Market/Demographic: Hispanic/Low Income
Department/Program/Service: Insurance
Marketing technique: Television advertising
Discussion: On the disparity ranking, the Hispanic community follows the black community in Missouri. This community has the second lowest level of insurance in the population. The low income earners in this demographic are the main target market because they have the lowest insurance rates.
Insurance is still the main service of focus. It is important to ensure that the Hispanic community members have access to insurance so that they can have equal access to health care in the state. The insurance service values accessibility. Therefore, this marketing campaign will be focused on emphasizing on the affordable insurance programs available in the state.
The marketing technique that was selected for this target market is television advertisements. Television ads are traditional methods of advertising involving the use of commercials in-between television programing to share marketing messages. This was an appropriate marketing channel for this community because of the television watching culture among Hispanics. It is common for Hispanics to engage in television watching as a way of spending time with family (Beniflah, Hughes, & Garcia, 2015). Since this community is likely to be watching TV, this will be an appropriate channel to advertise insurance packages.
Priority Three
Target Market/Demographic: White/affluent
Department/Program/Service: Insurance
Marketing technique: Direct Mail
Discussion: The white population is the most advantaged one in the Missouri community. This community has the lowest unemployment rates, poverty rates, and highest rates of insurance. Whites in Missouri have the lowest levels of disparity.
The insurance marketing to this community is focused on reminding insurance people to pay their premiums and advertising new services introduced in the state’s insurance programs. The few white people with no insurance will also get a chance to receive information on the available offers so that they can improve their access to care.
The selected marketing channel for the affluent whites is direct mail. This channel is most appropriate given the marketing message for this target population. The marketing is focused on reminders and updates on new products. It is easier to access the mails for the people who already have an insurance. This marketing communication will only make sure that they are consistent with their premium payments and that they can access the best deals available in the insurance market. Module 8 Worksheet Assignment
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- Discussion Questions (DQ)
Initial responses to the DQ should address all components of the questions asked, including a minimum of one scholarly source, and be at least 250 words. Successful responses are substantive (i.e., add something new to the discussion, engage others in the discussion, well-developed idea) and include at least one scholarly source. One or two-sentence responses, simple statements of agreement or “good post,” and responses that are off-topic will not count as substantive. Substantive responses should be at least 150 words. I encourage you to incorporate the readings from the week (as applicable) into your responses.
- Weekly Participation
Your initial responses to the mandatory DQ do not count toward participation and are graded separately. In addition to the DQ responses, you must post at least one reply to peers (or me) on three separate days, for a total of three replies. Participation posts do not require a scholarly source/citation (unless you cite someone else’s work). Part of your weekly participation includes viewing the weekly announcement and attesting to watching it in the comments. These announcements are made to ensure you understand everything that is due during the week. IHP 510 Module 8 Worksheet Assignment
- APA Format and Writing Quality
Familiarize yourself with the APA format and practice using it correctly. It is used for most writing assignments for your degree. Visit the Writing Center in the Student Success Center, under the Resources tab in Loud-cloud for APA paper templates, citation examples, tips, etc. Points will be deducted for poor use of APA format or absence of APA format (if required). Cite all sources of information! When in doubt, cite the source. Paraphrasing also requires a citation. I highly recommend using the APA Publication Manual, 6th edition.
- Use of Direct Quotes
I discourage over-utilization of direct quotes in DQs and assignments at the Master’s level and deduct points accordingly. As Masters’ level students, it is important that you be able to critically analyze and interpret information from journal articles and other resources. Simply restating someone else’s words does not demonstrate an understanding of the content or critical analysis of the content. It is best to paraphrase content and cite your source.
- LopesWrite Policy
For assignments that need to be submitted to Lopes Write, please be sure you have received your report and Similarity Index (SI) percentage BEFORE you do a “final submit” to me. Once you have received your report, please review it. This report will show you grammatical, punctuation, and spelling errors that can easily be fixed. Take the extra few minutes to review instead of getting counted off for these mistakes. Review your similarities. Did you forget to cite something? Did you not paraphrase well enough? Is your paper made up of someone else’s thoughts more than your own? Visit the Writing Center in the Student Success Center, under the Resources tab in Loud-cloud for tips on improving your paper and SI score.
- Late Policy
The university’s policy on late assignments is a 10% penalty PER DAY LATE. This also applies to late DQ replies. Please communicate with me if you anticipate having to submit an assignment late. I am happy to be flexible, with advance notice. We may be able to work out an extension based on extenuating circumstances. If you do not communicate with me before submitting an assignment late, the GCU late policy will be in effect. I do not accept assignments that are two or more weeks late unless we have worked out an extension. As per policy, no assignments are accepted after the last day of class. Any assignment submitted after midnight on the last day of class will not be accepted for grading.
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Communication is so very important. There are multiple ways to communicate with me: Questions to Instructor Forum: This is a great place to ask course content or assignment questions. If you have a question, there is a good chance one of your peers does as well. This is a public forum for the class. Individual Forum: This is a private forum to ask me questions or send me messages. This will be checked at least once every 24 hours.
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