Write a 700- to 1,050-word reflection on current health care marketing techniques. Examine current health care marketing techniques in television, the Internet, radio, or any other media source. Some examples include advertising trends in pharmaceutical marketing, promoting specialized clinics and hospitals, public relations events related to health care, or promoting health care products or services. Address the following points:

1. HCS 539 Week 1 Individual Assignment Health
Care Marketing Reflection
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Write a 700- to 1,050-word reflection on current health care marketing
techniques.
Examine current health care marketing techniques in television, the
Internet, radio, or any other media source. Some examples include
advertising trends in pharmaceutical marketing, promoting specialized
clinics and hospitals, public relations events related to health care, or
promoting health care products or services.
Address the following points:
· What types of marketing are being used? How are they being
used?
· What is your opinion on current health care marketing techniques
and trends?
· Do you feel current techniques are affecting consumer trends? If
so, how?
· Do you see any positive or negative effects due to current
techniques and trends?
Format your reflection consistent with APA guidelines.
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HCS 539 Week 2 Individual Assignment Health
Care Analysis
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2. Choose an existing health care organization.
Write a 1,050- to 1,400-word paper on the organization of your choice.
Include the following:
· Describe the four Ps--product, price, place, and promotion--and
explain how and why they are important to the organization's success.
· Examine the relationship between the organization's marketing
and its partnerships. Explain how and why those partnerships are
valuable to the organization.
· Determine the target market, including demographics,
psychographics, and data from the general area in which the
organization is located. Explain why understanding target market is vital
to a successful marketing plan.
Format your paper consistent with APA guidelines.
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HCS 539 Week 3 Individual Assignment
Marketing Research and Segmentation
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Choose a health care organization, or use the organization you chose in
Week Two.
Imagine you are a marketing representative for the organization.
Conduct research on the consumers in a particular area using at least two
lifestyle analyses and marketing research databases.
Write a 1,050- to 1,400-word lifestyle profile for the neighborhood.
Include the following:
· Describe your research method.
· Describe the databases and findings.
· Describe at least two strategies you could use to segment your
market.

3. · How does this profile provide you with insight on how the people
in this area perceive your organization?
· How will your target audience characteristics help you determine
your market strategies?
· Is the demographic and psychographic information accurate? Why
or why not?
Provide a brief description of the facility or organization.
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HCS 539 Week 4 Individual Assignment
Positioning and Differentiation Review
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Choose two existing health care organizations or companies in the same
discipline, such as hospital-hospital, insurance company-insurance
company, med spa-med spa, and so forth.
Compare each organization's positioning and differentiation strategies in
a 1,400- to 1,750-word review.
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HCS 539 Week 5 Individual Assignment Public
Relations Presentation
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Complete one of the following options:
Option A - Responding to the Public

4. Research a public relations scenario you recently heard in the news. This
could be anything that required a hospital or health care facility or
company to make a statement about their recent practices. Some
examples include medical errors, such as the surgery of a wrong limb or
organ; pharmaceutical issues, such as the Tylenol® crisis in 1982; or
facility violence, such as shootings or baby snatching.
Create a 8- to 12-slide presentation that addresses the following:
Provide a brief overview of the scenario and answer the following
questions:
How did the hospital or facility respond?
Why was it necessary for the facility to respond?
How did they promote the hospital's view?
What was the outcome of the response?
Would you have done anything differently if you provided the facility's
public relations response
Option B - Public Relations Interview
Contact an individual working in health care public relations to set up a
30-minute interview regarding their role as a public relations
professional.
Create an 8- to 12-slide presentation that summarizes your interview.
Include the following:
Describe the organization and what products and services it provides to
the public.
Identify the role of the person you interviewed.
Who does the person interact with externally and internally?
Does the organization have a formal PR plan? If so, what does it entail?
If not, do they need a PR plan? What is their plan or process for
promoting the organization if they do not have a formal PR plan?
What does his or her job entail? Does he or she address issues and
problems or promote the facility? Does the role involve issue or disaster
management?
What challenges does he or she face in public relations?
What did you learn from the interview? Do you have a different
understanding of public relations in health care now?
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5. HCS 539 Week 6 Learning Team Assignment
Health Care Marketing Plan Presentation
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Create a hypothetical health care organization or social program, using a
real organization or program as a model, and develop a comprehensive
marketing plan to market it. Examples include cancer hospitals, home
health agencies, nursing homes, durable medical equipment companies,
weight loss programs, and insurance programs.
Develop a comprehensive marketing plan to market your organization or
program.
Create a 20- to 25-slide Microsoft® PowerPoint® presentation, with
speaker's notes, detailing your plan. Speaker's notes must be between
100 to 200 words per slide. Include the following:
Background information
What is the name of the organization or program?
What is the geographic location?
What is the organizational mission?
Industry background: Describe the industry's historical background.
Situational SWOT analysis: Assess the organization's environment.
Address why your marketing plan is necessary. Include the following:

6. Strengths (internal)
Weaknesses (internal)
Opportunities (external)
Threats (external)
Market research
Why must market research be conducted?
What kind of data will you use: primary, secondary, or both? Why?
Marketing objectives: List your quantifiable marketing objectives.
Explain what you want to achieve.
Define estimated dates by which you want to achieve those goals
Marketing strategies: Describe the general approach or best way to meet
your objectives.
Consumer analysis
Determine the demographics of the program's potential consumers.
Determine the psychographics of the program's potential consumers.
Identify common consumer behaviors of the program's potential
consumers.
Target market

7. Determine the primary market: What are the characteristics of the
primary market?
Determine the secondary market: What are the characteristics of the
secondary market?
Market segmentation: How will you segment the market? Why?
Competitive analysis
Identify your competitors.
Briefly describe your competitors' strategies.
The four Ps
Product
What types of products, programs, or services are involved, as in a good,
service, or idea?
What are the features? How is it positioned and differentiated from the
competitors?
How is the product, program, or service identified, as in brand name,
label, or packaging?
Place
What are the channels of distribution?
Where are the facilities located?
Pricing

8. What aspects must be considered in developing pricing?
Determine a suggested selling price.
Promotion
How will you promote the organization or program?
Personal selling
Advertising
Media mix: television, magazines, outdoor, direct mail, radio, or website
Slogan and message
Sales promotion activities: trade show or promotional materials
Public relations
Regulations: Identify the regulations that affect your plan.
Social marketing strategies
Ethics and patient privacy
Monitoring the plan: Create a way to monitor and evaluate your plan's
success.
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