© 2021 Walden University 1 FM003: Marketing Opportunities and Challenges: Develop a marketing plan for a healthcare organization. Assessment Rubric Rubric Criteria Needs Improvement Meets Expectations Exceeds Expectations Part I: Analysis of a Healthcare Organization’s Strategic Plan Learning Objective 1.1: Describe a healthcare organization’s strategic plan. Analysis does not describe, vaguely, inaccurately, or incompletely describes or does not describe all of the following: identification and general description of the organization; organization’s mission; vision; and goals. Analysis completely, accurately, and clearly describes all of the following: the identification and general description of the organization; organization’s mission; vision; and goals. Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis describes some additional unique aspect of the strategic plan that further exemplifies its focus and mission. Learning Objective 1.2: Describe the key products and services of a healthcare organization. Analysis does not describe or unclearly describes the organization’s key products and services. Analysis clearly and comprehensively describes the organization’s key products and services. Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis describes in greater detail one of the key products or services for which this organization is most noted and explains its relevance to the organization’s mission. Learning Objective 1.3: Analysis does not explain, unclearly or insufficiently explains how the key products and services align to the organization’s mission and vision. Analysis clearly and sufficiently explains how the key products and services Analysis demonstrates the same level of achievement as “Meets,” plus the following: © 2021 Walden University 2 Rubric Criteria Needs Improvement Meets Expectations Exceeds Expectations Explain how key products and services align with the organization’s mission and vision. align to the organization’s mission and vision. Analysis also explains the competitive advantage/positioning of the most noted product or service. Learning Objective 1.4: Describe the marketing opportunities for an organization. Analysis does not describe, describes fewer than three or inaccurately or unclearly describes three marketing opportunities for the organization. Or marketing opportunities do not align with the company’s strategic plan and/or does not leverage organizational strengths and capacity. Analysis clearly and accurately describes at least three marketing opportunities for the organization. Marketing opportunities align with the company’s strategic plan and leverages organizational strengths and capacity. Analysis demonstrates the same le ...

1. © 2021 Walden University 1
FM003: Marketing Opportunities and Challenges: Develop a
marketing plan for a healthcare organization.
Assessment Rubric
Rubric Criteria
Needs Improvement
Meets Expectations
Exceeds Expectations
Part I: Analysis of a Healthcare Organization’s Strategic Plan
Learning
Objective 1.1:
Describe a
healthcare
organization’s
strategic plan.
Analysis does not describe, vaguely,
inaccurately, or incompletely

2. describes or does not describe all of
the following: identification and
general description of the
organization; organization’s mission;
vision; and goals.
Analysis completely,
accurately, and clearly
describes all of the following:
the identification and general
description of the
organization; organization’s
mission; vision; and goals.
Analysis demonstrates the
same level of achievement
as “Meets,” plus the
following:
Analysis describes some
additional unique aspect
of the strategic plan that
further exemplifies its
focus and mission.
Learning
Objective 1.2:
Describe the key
products and
services of a
healthcare
organization.

3. Analysis does not describe or
unclearly describes the
organization’s key products and
services.
Analysis clearly and
comprehensively describes
the organization’s key
products and services.
Analysis demonstrates the
same level of achievement
as “Meets,” plus the
following:
Analysis describes in
greater detail one of the
key products or services
for which this organization
is most noted and explains
its relevance to the
organization’s mission.
Learning
Objective 1.3:
Analysis does not explain, unclearly
or insufficiently explains how the key
products and services align to the
organization’s mission and vision.
Analysis clearly and
sufficiently explains how the
key products and services

4. Analysis demonstrates the
same level of achievement
as “Meets,” plus the
following:
© 2021 Walden University 2
Rubric Criteria
Needs Improvement
Meets Expectations
Exceeds Expectations
Explain how key
products and
services align with
the organization’s
mission and vision.
align to the organization’s
mission and vision.
Analysis also explains the
competitive

5. advantage/positioning of
the most noted product or
service.
Learning
Objective 1.4:
Describe the
marketing
opportunities for an
organization.
Analysis does not describe,
describes fewer than three or
inaccurately or unclearly describes
three marketing opportunities for the
organization.
Or marketing opportunities do not
align with the company’s strategic
plan and/or does not leverage
organizational strengths and
capacity.
Analysis clearly and
accurately describes at least
three marketing opportunities
for the organization.
Marketing opportunities align
with the company’s strategic
plan and leverages
organizational strengths and
capacity.
Analysis demonstrates the

6. same level of achievement
as “Meets,” plus the
following:
Analysis describes more
than three marketing
opportunities for the
organization.
Learning
Objective 1.5:
Describe the
market for a
healthcare product
or service.
Analysis does not identify or
inadequately identifies the market
demand for a specific product or
service and/or who the product or
service is being marketed to.
Analysis does not identify, identifies
fewer than two, or inadequately
identifies two special considerations
related to the market.
Analysis identifies the market
demand for a specific product
or service as well as the
target market to which the
product or service is
marketed.
With an eye to marketing

7. efforts, the analysis
adequately identifies two
special consideration to take
into account regarding this
market.
Analysis demonstrates the
same level of achievement
as “Meets,” plus the
following:
Analysis identifies one
internal and one external
threat the organization
may need to take into
account in this market and
explains why these threats
are relevant.
© 2021 Walden University 3
Rubric Criteria
Needs Improvement
Meets Expectations
Exceeds Expectations
Learning

8. Objective 1.6:
Describe key
competitors of a
product or service.
Analysis does not describe,
describes fewer than three, or
inadequately describes three key
competitors, where they are located,
market saturation, target market,
and/or considerations regarding this
market.
Analysis adequately
describes at least three key
competitors, where they are
located, market saturation,
target market, and
considerations regarding this
market.
Analysis demonstrates the
same level of achievement
as “Meets,” plus the
following:
Analysis describes more
than three competitors
and explains why they are
key competitors.
Learning
Objective 1.7:
Explain how a

9. product or service
differs from
competitors.
Analysis does not explain, explains
fewer than two differentiators, or
inadequately or vaguely explains two
differentiators.
Analysis does not explain or vaguely
or inaccurately explains a rationale
for any competitive advantage.
Analysis adequately and
clearly explains at least two
differentiators.
Analysis clearly and
accurately explains why and
how these differentiators
might provide a competitive
advantage.
Analysis demonstrates the
same level of achievement
as “Meets,” plus the
following:
Analysis explains more
than two differentiators.
Learning
Objective 1.8:
Describe how a

10. product or service
fits into an
organization’s
strategic plan.
Analysis does not describe, vaguely
or inaccurately describes how a
product or service fits into an
organization’s strategic plan.
Analysis clearly and
accurately describes how a
product or service fits into an
organization’s strategic plan.
Analysis demonstrates the
same level of achievement
as “Meets,” plus the
following:
Analysis describes how
the product or service
supports the mission of
the organization.
Rubric Criteria
Needs Improvement
Meets Expectations

11. Exceeds Expectations
© 2021 Walden University 4
Part II: Marketing Plan
Section 1: Place of Service and Channels of Distribution
Learning
Objective 2.1.1:
Describe how a
product or service
can be delivered or
offered to its
customers.
Marketing plan does not describe, or
unclearly or inaccurately describes
how a product or service can be
delivered or offered to its customers.
Marketing plan clearly and
accurately describes how the
product or service can be
delivered or offered to the
customer.
Marketing plan
demonstrates the same
level of achievement as

12. “Meets,” plus the
following:
Marketing plan describes
potential distribution
channel or place of
service that would align
with its mission or vision.
Learning
Objective 2.1.2:
Evaluate benefits
and constraints of a
healthcare
organization’s
place of service
and/or distribution
channels.
Marketing plan does not evaluate,
insufficiently or unclearly evaluates
benefits and/or constraints to the
organization of its place of service
and/or distribution channel(s).
Marketing plan evaluation does not
provide adequate rationale(s).
Marketing plan sufficiently
and clearly evaluates benefits
and constraints to the
organization and its
customers of the place of

13. service and/or distribution
channel(s).
Marketing plan evaluation
explains constraints to the
organization and its
customers of its place of
service and/or of distribution
channel(s).
Marketing plan evaluation
provides rationale for why
these constraints might
impact the organization in the
future.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan evaluation
describes a potential
distribution change that
might turn a constraint into
a benefit.
© 2021 Walden University 5
Learning
Objective 2.1.3:

14. Describe trends
that could impact
place of service
and/or distribution
channel(s).
Marketing plan does not describe,
describes fewer than two, or
insufficiently describes two trends
that might impact the current place
of service and/or distribution
channel(s).
Marketing plan does not provide or
provides an insufficient rationale for
each trend.
Marketing plan provides a rationale
for one but not both trends identified.
Marketing plan sufficiently
describes at least two trends
that might impact the current
place of service and/or
distribution channel(s).
Marketing plan provides a
rationale for each trend.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:

15. Marketing plan describes
a potential trends-based
distribution change that
might impact the
organization in the future.
Learning
Objective 2.1.4:
Explain how
technology is
impacting delivery
of a product or
service.
Marketing plan does not explain,
explains fewer than two, or vaguely
explains two examples of how
technology is impacting the product
or service.
Marketing plan does not explain or
vaguely or inaccurately explains how
technology might impact the concept
of place.
Marketing plan clearly
explains at least two
examples of how technology
is impacting the product or
service.
Marketing plan clearly and
accurately explains how
technology might impact the
concept of place.

16. Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan explains
more than two examples
of how technology is
impacting the product or
service.
Learning
Objective 2.1.5:
Describe how
distribution
channels or place
of service relate to
the strategic plan.
Marketing plan does not describe or
unclearly or vaguely describes how
distribution channels or place of
service relate to the strategic plan.
Marketing plan clearly and
specifically describes how
distribution channels or place
of service relate to the
strategic plan.
Marketing plan
demonstrates the same
level of achievement as

17. “Meets,” plus the
following:
Marketing plan describes
how place of service or
distribution channels
© 2021 Walden University 6
relate to the strategic plan
in at least three different
instances.
Section 2: Pricing and/or Contracting Strategies
Learning
Objective 2.2.1:
Describe pricing
and contracting
strategies apparent
in this healthcare
organization.
Marketing plan does not describe,
describes fewer than two
pricing/contracting strategies applied
by the organization.
Marketing plan does not substantia te
or unclearly or insufficiently
substantiates a rationale for use of
these strategies by the organization.

18. Marketing plan describes at
least two pricing/contracting
strategies applied by the
organization.
Marketing plan provides a
clearly and sufficiently
substantiated rationale for
use of these strategies by the
organization.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan provides a
brief historical insight on
this organization’s
pricing/contracting
strategies.
Learning
Objective 2.2.2:
Explain how price
might be a strategic
issue for the
organization.
Marketing plan does not explain,
explains fewer than two connections
between pricing strategies and the
organization’s strategic planning.

19. Marketing plan insufficiently or
inaccurately explain the connections
between price and the market, such
as when price sensitivity is an issue,
why patients may not be price
sensitive, and who is the target
market.
Marketing plan explains at
least two connections
between pricing strategies
and the organization’s
strategic planning.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan explains
more than two
connections between
pricing strategies and the
organization’s strategic
planning as well as
provides a rationale for
why these strategies align
to strategic planning.
Learning
Objective 2.2.3:
Marketing plan does not explain or
explains fewer than two current

20. trends in healthcare that are
Marketing plan explains at
least two current trends in
healthcare that are impacting
Marketing plan
demonstrates the same
level of achievement as
© 2021 Walden University 7
Explain how current
trends in healthcare
are impacting
pricing strategies
for a product or
service.
impacting pricing strategies within
the organization.
Marketing plan unclearly and/or
insufficiently explains why these
trends are impacting pricing.
pricing strategies within the
organization.
Marketing plan clearly and
sufficiently explains why
these trends are impacting
pricing and what that impact

21. is.
“Meets,” plus the
following:
Marketing plan explains
more than two current
trends in healthcare that
are impacting pricing
strategies within the
organization.
Learning
Objective 2.2.4:
Analyze how
competition is
impacting pricing of
a product or
service.
Marketing plan does not analyze,
analyzes fewer than two, or
unclearly or inaccurately analyzes
two effects of competition on the
pricing of the product or service.
Marketing plan clearly and
accurately analyzes at least
two effects of competition on
the pricing of the product or
service.
Marketing plan
demonstrates the same
level of achievement as

22. “Meets,” plus the
following:
Marketing plan analysis
explains one strategy the
organization could use or
does use to mitigate
competition in terms of
pricing.
Section 3: Promotional Strategies and Techniques
Learning
Objective 2.3.1:
Describe
promotional
strategies for a
product or service.
Marketing plan does not describe or
describes fewer than three different
promotional strategies (other than
social media) for a healthcare
product or service.
Marketing plan does not provide a
rationale for each promotional
strategy or provides an insufficient or
invalid rationale for the strategies.
Marketing plan describes at
least three different
promotional strategies (other
than social media) for a
healthcare product or service.

23. Marketing plan provides a
valid and sufficient rationale
for each strategy.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan describes
more than three different
promotional strategies
(other than social media)
© 2021 Walden University 8
for a healthcare product or
service.
Learning
Objective 2.3.2:
Explain the
advantages and
potential
disadvantages of
each strategy.
Marketing plan does not explain,
explains fewer than three
advantages and/or fewer than three
possible disadvantages, or vaguely

24. or inaccurately describes three
advantages and three possible
disadvantages of each strategy.
Marketing plan clearly and
accurately explains at least
three advantages and at least
three potential disadvantages
of each strategy.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan explains
how one disadvantage of
a promotional strategy
might be mitigated.
Learning
Objective 2.3.3:
Describe how
social networking
could be tapped to
engage customers
for this product or
service.
Marketing plan does not describe or
vaguely or inaccurately describes
how social networking could be
tapped to engage customers for this
product or service.

25. Marketing plan does not provide or
provides fewer than three different
social media strategies for promoting
a healthcare product or service.
Marketing plan does not provide or
provides an invalid or insufficient
rationale for each strategy.
Marketing plan clearly and
accurately describes how
social networking could be
tapped to engage customers
for this product or service.
Marketing plan provides at
least three different social
media strategies for
promoting a healthcare
product or service.
Marketing plan provides a
valid and sufficient rationale
for each strategy.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan describes
more than three different
social media strategies for
promoting a healthcare

26. product or service.
Section 4: The Marketing Budget
Learning
Objective 2.4.1:
Hypothesize
categories of costs
Marketing plan does not
hypothesize, hypothesizes
categories of costs of marketing
fewer than three, or unclearly and/or
insufficiently hypothesizes
Marketing plan clearly and
sufficiently hypothesizes
categories of costs of
marketing at least three
promotional strategies.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
© 2021 Walden University 9
of marketing
promotional
strategies.

27. categories of cost of marketing three
promotional strategies.
Marketing plan does not clearly and
sufficiently cover the categories of
costs/expenses.
Marketing plan clearly and
sufficiently covers the
categories of costs/expenses.
Marketing plan
hypothesizes a strategy
for determining a
marketing budget for the
product or service
discussed and includes a
rationale for the strategy.
Learning
Objective 2.4.2:
Analyze impact of
current trends on
marketing budgets.
Marketing plan does not analyze or
analyzes fewer than two current
trends that are impacting marketing
budgets within the healthcare
business unit of focus.
Marketing plan analysis does not
provide or provides an insufficient

28. rationale for the influence of these
trends on marketing budgets.
Marketing plan analyzes at
least two current trends that
are impacting marketing
budgets within healthcare
business unit of focus.
Marketing plan analysis
provides a sufficient rationale
for the influence of these
trends on marketing budgets.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan analysis
includes more than two
current trends that are
impacting marketing
budgets within the
healthcare business unit
of focus.
Section 5: Evaluation of the Effectiveness of a Marketing Plan
Learning
Objective 2.5.1:
Describe variables
in creating an

29. approach for
evaluating the
effectiveness of a
healthcare
marketing plan.
Marketing plan does not describe or
describes fewer than three variables
in creating an approach for
evaluating the effectiveness of a
healthcare marketing plan.
Variables poorly evaluate the
effectiveness of a healthcare
marketing plan.
Marketing plan describes at
least three variables in
creating an approach for
evaluating the effectiveness
of a healthcare marketing
plan.
Variables accurately evaluate
the effectiveness of a
healthcare marketing plan.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan includes
more than three variables.

30. © 2021 Walden University 10
Learning
Objective 2.5.2:
Develop
measurements that
indicate marketing
effectiveness for
this product or
service.
Marketing plan does not develop,
develops fewer than two or
unclearly, vaguely or inaccurately
develops two specific measurements
that indicate marketing effectiveness
for the product or service.
Marketing plan clearly and
accurately develops at least
two specific measurements
that indicate marketing
effectiveness for the product
or service.
Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan clearly and

31. accurately describes more
than three specific
measurements that
indicate marketing
effectiveness for the
product or service.
Learning
Objective 2.5.3:
Compare data
sources that can
inform outcomes of
marketing activities
regarding this
product or service.
Marketing plan does not compare
compares fewer than three data
sources that can inform outcomes of
marketing activities regarding this
product or service.
Data sources do not effectively
inform outcomes of marketing
activities.
Marketing plan compares at
least three data sources that
can inform outcomes of
marketing activities regarding
this product or service.
Data sources effectively
inform outcomes of
marketing.

32. Marketing plan
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Marketing plan compares
more than three data
sources.
DEVELOPMENT OF A MARKETING PLAN FOR A
HEALTHCARE ORGANIZATION
In this Assessment, you will prepare a marketing plan for a
product or service of the healthcare organization you selected.
If possible, this should be a healthcare organization for which
you work. If that is not viable, look online at other healthcare
organizations for which information is available. This
marketing plan must take into consideration and demonstrate
alignment to that organization’s strategic plan. It should take
into consideration the competitors and where the competitors
are located. Keep in mind that product is one of the traditional
“4 Ps” of marketing: product, price, place, and promotion—a
mix that is the foundation of a customer-focused approach to
marketing products and services.
Access the following to complete this Assessment:
· Use the APA course paper template available here
· Download the Writing Checklist to review prior to submitting
your Assessment.
This assessment has two-parts. Click each of the items below to
complete this assessment.

33. Part 1: Analysis of a Healthcare Organization’s Strategic Plan
Locate and analyze a healthcare organization’s strategic plan.
Based on the strategic plan, select one product or service in
which to focus your marketing plan.
Create a summary of your analysis as follows (4–5 pages):
· Provide an overarching description of the healthcare
organization, including the organization’s strategic plan, which
also includes the organization’s mission, vision, and goals.
· Briefly describe key products and services of this
organization. Explain how these align to the organization’s
mission and vision. Note: It is not necessary to include every
product and service. Focus on key offerings.
· Describe the marketing opportunities for the organization
based on the organization’s strategic plan.
· Describe one product or service on which to focus your
marketing plan. Provide an overview of the market for this
product or service including two special considerations you
might take into account related to this market. Who are you
marketing to?
· Describe at least three key competitors and where they are
located.
· Explain how this product or service differs from at least two
competitors’ offerings.
· Describe how this product or service fits into the
organization’s strategic plan.
Part 2: Marketing Plan
Create a marketing plan that includes the following five
sections:
Section 1: Place of Service and Channels of Distribution
After the analysis of the market has been completed, and with
your product or service in mind, the marketing plan must
address who the services are being sold to, what the potential
reimbursement levels are, and what organization will contract
with the healthcare facility for the services. For a product or
service to reach its target market, it actually has to get to the
market or the market has to get to it—to the place of service.

34. “Place” is another of the 4 Ps. Determining workable places of
service and/or effective distribution channels is an ongoing
challenge in the healthcare market. Current trends, changes in
policy, and technological advances have all contributed to
altering the landscape of distribution. For example,
prescriptions that used to require face-to-face interaction can be
ordered online and delivered by mail. How does that cost-saving
fact impact the pharmacy services of a healthcare organization?
What can the organization do to encourage its customers to take
advantage of this alternative means of distribution? New and
different channels of distribution are evident in all areas of
healthcare.
In 3–4 pages of your marketing plan:
· Describe one way the product or service can be delivered or
offered to its customers.
· Evaluate the benefits and constraints of this distribution.
· Describe trends that are impacting or might impact this
distribution channel or place of service.
· Explain how technology is impacting delivery of this product
or service. How might technology impact the concept of place?
· Describe how channels of distribution or place of service
relate to the strategic plan.
Section 2: Pricing and/or Contracting Strategies
In today’s healthcare landscape, there are multiple payers with
multiple price points of their own. Many managed care
organizations, as well as CMS, are creating discounted bundle
payment structures. In the marketing plan, the healthcare
facilities must understand what their bottom price point is so
the facility can decide in what contracting opportunities they
want to participate.
How is the product or service priced? Pricing in healthcare is
not a matter of “sales, discounts, and specials.” Many complex
considerations come into play. Pricing in this industry involves
various and sometime sophisticated contracting and managed
care strategies. Increasingly, with high-deductible health plans,
pricing is critical to the customer and becomes a strategic issue

35. for the healthcare organization. Price is another of the 4 Ps.
In a 2–3-page section of your marketing Plan:
· Describe pricing and contracting strategies apparent in this
healthcare organization.
· Explain how price might be a strategic issue for the
organization. Provide rationale as to why price might align with
strategic planning.
· Explain how current trends in healthcare are impacting pricing
strategies for the product or service on which you are focused.
· Analyze how competition is impacting pricing of the product
or service on which you are focused.
Section 3: Promotional Strategies and Techniques
Promotion is the fourth “P” addressed in this Assessment.
Consider: Your healthcare organization has a product or service
to offer. You are very familiar with the strategic plan of the
organization. You know its mission, vision, and goals. Now, as
a marketing advisor, how are you going to use promotional
media to advance your cause? Promotional strategies have to be
carefully and sensitively targeted in areas such as television and
radio, print and web-based, and social media. They reflect the
organization as well as the customer or, in most cases, many
different customers.
In 3–4 pages of your marketing plan:
· Describe three promotional strategies other than social media
that you would use to promote the product or service in order to
attract consumers. Keep in mind that the market you are in has
everything to do with determining appropriate marketing
strategies. For each marketing technique you suggest, include a
rationale for why it is appropriate for the intended market.
· Explain at least three advantages of each strategy and at least
three possible disadvantages.
· Describe how social networking could be tapped to engage
customers for this product or service. Provide examples of at
least three different social media strategies.
Section 4: The Marketing Budget
Once promotional strategies have been determined, the costs of

36. these initiatives must be moved into the budget. In some cases,
a strategy will prove to be too costly and will need to be
reconsidered.
In 2–3 pages of your marketing plan:
· Hypothesize categories of costs/expenses that would have to
be reflected in the budget for each of the three promotional
strategies you suggested in Section 3 (for example, printing,
mailing, consulting and advertising costs, market research,
publicity, sales efforts, etc.) Include both in-house and external
expenses. Note: You are not expected to attach dollar amounts.
· Analyze the impact of at least two current trends on marketing
budgets of the business unit on which you are focused including
the influence of these trends on marketing budgets.
Section 5: Evaluation of the Effectiveness of a Marketing Plan
Any marketing plan must include a plan for evaluating its
effectiveness. In an authentic situation, the evaluation plan is
developed up front, and the evaluation(s) take place at specified
intervals once the plan is implemented. The evaluation is
critical for ensuring that marketing dollars are well spent. For
example, if it is proven after an appropriate period of time, with
decision-making parameters set, that monthly mailings are
ineffective and do not warrant the cost, you will likely look at
other promotional strategies and put the money to better
marketing use. Every good marketing plan has to look at ROI,
return on investment, to determine if dollars spent are
benefiting the healthcare organization. How else would you
know if a marketing plan is viable?
In 2–3 pages of your marketing plan, and with your product or
service in mind:
· Describe at least three variables that must be taken into
account when creating an approach for evaluating the
effectiveness of a healthcare marketing plan.
· Develop two specific measurements that indicate marketing
effectiveness for this product or service.
· Compare three data sources that can inform outcomes of
marketing activities regarding this product or service.