Overview
Week 2
You are the marketing director of Shady Valley long-term care facility, and your administrator asked you to develop a consumer behavior report to assess and understand the healthcare consumer buying decision process.
You are tasked with assessing issues like
- motivation,
- perception,
- learning, and
- memory processes patients use before purchasing healthcare services.
Kotler et al. (2021) suggest that “marketers must understand every facet of the consumer buying process, from learning about a product to making a brand choice, to using the product, and even disposing of it” (p. 126).
You are required to cite content to validate your thoughts and suggestions.
In your paper,
- Define consumer behavior in healthcare organizations.
- Why must marketers analyze every facet of consumer behavior to accurately develop a marketing plan that supports the healthcare organizations’ business plan?
- Explain consumer marketing psychology in healthcare organizations.
- Discuss the following four key psychological processes that influence consumer responses to various marketing stimuli and trends:
- motivation
- perception
- learning
- memory
- Describe each of the following consumer buying decision processes associated with the 5-stage model:
- problem recognition
- information search
- evaluation of alternatives
- purchase decision
- post-purchase behavior
The Researching the Healthcare Marketing Environment paper
- must be 3 to 5 double-spaced pages in length (not including title and references pages) and formatted according to APA format.
- must include a separate title page with the following in title case:
- title of paper in bold font
- Space should appear between the title and the rest of the information on the title page.
- student’s name
- name of institution (The University of Arizona Global Campus)
- course name and number
- instructor’s name
- due date
- title of paper in bold font
- must utilize academic voice.
- must use at least 3 scholarly or peer-reviewed sources published in the past 5 years in addition to the course text.
- must include a separate references page that is formatted according to APA Style
Week 4
According to Kotler et al. (2021) “the primary reason that hospitals are stuck in neutral are that (1) they have developed a complex and highly variable portfolio of assets, (2) there is strategic uncertainty about how to leverage those assets, and (3) there is cultural reluctance to take calculated risks that upset the status que. Hospitals are focused on solving problems related to decreasing financial margins, improving customer engagement, responding to disruptive innovations, and others. However, strategic marketing can help solve these problems” (p. 205).
Next, choose one of the six hospital problems and strategic marketing solution examples found on pages 205 through 229 of your textbook
In your paper,
- Define a contemporary marketing problem and its effect on your chosen example.
- Analyze the provided data or your researched data regarding your chosen example.
- Explain the rationale behind the suggested marketing solution in your chosen example.
- Compare and contrast the suggested marketing solution with your suggested solution.
The Strategic Marketing Solutions paper
- must be 3 to 5 double-spaced pages in length (not including title and references pages) and formatted according to APA format.
- must include a separate title page with the following in title case:
- title of paper in bold font
- Space should appear between the title and the rest of the information on the title page.
- student’s name
- name of institution (The University of Arizona Global Campus)
- course name and number
- instructor’s name
- due date
- title of paper in bold font
- must utilize academic voice.
- must use at least 3 scholarly or peer-reviewed sources published in the past 5 years in addition to the course text.
- must include a separate references page that is formatted according to APA Style
Week 6
For your Week 6 final presentation, you will develop a 12- to 15-slide strategic marketing plan that supports the goals of an organizational strategic plan and business plan for a real-world healthcare organization.
You may choose a real-world or fictional healthcare organization. For example, the following are appropriate choices:
- hospital
- long-term care facility
- home healthcare
- renal care organization
- The Developing a Strategic Marketing Plan final presentation must contain the following sections.Executive Summary:In this section,
- Develop a brief summary of the strategic marketing plan.
- Note: You should write this summary after developing the plan.
- It is recommended to use one to two slides to present the summary.
- State the objectives of your strategic marketing plan.
- Explain how your strategic marketing plan will achieve specific objectives and support the organization’s business plan and strategic plan.
- Note: The organization’s strategic plan is a vision of where the organization wants to be in the future. The organization’s business plan states specifically how the organization will get to that point. The strategic marketing plan supports the business plan and strategic plan to fulfill their goals.
- It is recommended to use one to two slides to present the introduction.
- Describe the organization’s product or service.
- Explain how this product or service meets the needs of the organization’s determined customer base.
- Who are your customers or patients?
- State the competitive advantage your strategic marketing plan provides regarding what distinguishes the product or service from other organizations.
- It is recommended to use one to two slides to present the market analysis.
- Analyze the role of leadership and employees, the communication processes, and the workplace culture.
- It is recommended to use one slide to present the environmental analysis.
- Analyze the socioeconomic, legal, ethical, political, and technological trends that could affect the organization and your plan.
- It is recommended to use one slide to present the environmental analysis.
- Describe the marketing opportunities and marketing goals for your chosen healthcare organization.
- Explain the marketing strategies that will be implemented in your plan.
- Explain how database marketing was used or why it was not included in your marketing plan.
- It is recommended to use one to two slides to present the marketing mix.
- Discuss performance evaluation and monitoring methods that will be used to evaluate the success of your chosen healthcare organization’s strategic marketing plan.
- Explain why reports for a particular timeframe (weekly, monthly, quarterly) would be important and how you would use feedback in these reports to control the future of your strategic marketing plan.
- It is recommended to use one to two slides to present the plan evaluation.
- Summarize your marketing plan and how your marketing plan supports the goals of your chosen healthcare organization’s strategic plan and business plan.
- Your summary should be persuasive.
- Note: The strategic plan is a vision of where the organization wants to be in the future. The business plan is specifically how the organization will get to that point. The strategic marketing plan supports the business plan and strategic plan to fulfill their goals.
- It is recommended to use one to two slides to present the conclusion.
- must be 12 to 15 double-spaced slides in length (not including title and references slides) and formatted according to APA Style.
- must include a separate title slide with the following in title case:
- title of presentation in bold font
- Space should appear between the title and the rest of the information on the title slide.
- student’s name
- name of institution (The University of Arizona Global Campus)
- course name and number
- instructor’s name
- due date
- title of presentation in bold font
- must utilize academic voice.
- must include an introduction and conclusion paragraph.
- Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
- must use at least 10 scholarly sources published within the past five years in addition to the course text.
- must include a separate references slide that is formatted according to APA Style as outlined in the Writing Center.
- Use in-text citations to correspond with the reference entries on your slides.
- Develop a brief summary of the strategic marketing plan.