HSA 505 Product Life Cycle Planning

HSA 505 Week 1 Discussion 1
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HSA 505 Week 1 Discussion 1 -
Please respond to the following: "The Product Life Cycle Part"
Assess the value of the product life cycle as a tool for product
succession planning and related product management activities.
Give your opinion on whether or not the Product Life Cycle can
help health care managers in promoting portfolio planning,
strategy formulation, and forecasting. Provide one (1) example to
support your rationale.
Select two (2) stages of the Product Life Cycle. Describe the
methods for strategically and tactically managing products during
each of the selected stages. Relate the selected stages to two
(2) real-life examples of strategic or tactical initiatives within a
health care organization.
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Please respond to the following: "New Product Process"
Create an argument in support of the assertion that the Product
Life Cycle enhances marketing outcomes in the health care
industry. Provide support for your argument.
Suggest at least two (2) examples that support the notion of the
limiting life span of health care products as a necessity in the
ongoing and systematic product succession planning effort.
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Please respond to the following: "Marketing Growth and Strategic
Planning"
Justify the assembly of a balanced product portfolio by marketing
managers as a means of ensuring extended success in the health
care market industry. Provide two (2) real-life examples to support
your rationale.
Assess the importance of portfolio planning in the health care
industry, and determine at least one (1) approach to portfolio
planning that can help marketing managers to ensure productive
marketing operations. Provide at least two (2) specific examples of
portfolio planning in a health care organization with which you are
familiar.
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Please respond to the following: "Market Expansion and Drivers
Management"

Interpret the importance of continually pursuing opportunities for
growth within the health care marketplace, and identify expansion
opportunities available to health care institutions through the use of
Igor Ansoff’s Product-Market Expansion Grid. Provide support for
your response.
Assess the critical pursuit of identity management and its role in
helping health care entities build strong, recognizable brands.
Provide at least two (2) specific examples of identity initiatives
within a health care organization.
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Please respond to the following: "Brand Design Model"
Evaluate the value of assigning appropriate brand identities to
represent health care goods, services, and institutions. Provide
support for your rationale.
Assess the value of Calder and Reagan’s Brand Design Model as a
device for systematically guiding health care marketers through the

process of formulating brands. Explain one (1) reason why a
SWOT analysis is needed to help health care organizations
understand competitor brands. Provide two (2) examples from a
health care organization with which you are familiar that support
the value of Calder and Reagan’s Brand Design Model.
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Please respond to the following: "Brand Portfolio Molecule and
Brand Report Card"
Based on your review of the Learnscape scenario titled
“Learnscape 3: Recover and Retention”, explain the fundamental
reasons why brands do not exist in isolation but do exist in larger
environments that include other brands. Provide two (2) specific
recommendations or solutions that help the health care facility in
this scenario improve patient satisfaction.
Assess the value of Lederer and Hill’s Brand Portfolio Molecule
when used to understand brand relationships. Provide at least two

(2) specific examples of strategic or tactical initiatives within a
health care organization.
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HSA 505 Week 3 Product Development
HSA 505 Week 3 Product Development -
Health services continue to affect the gross domestic product, and
this dramatic transformation has great demands on each dollar
spent to deliver patient-centered products. Health care marketing
must be repeatedly applied and practiced strategically to include
environmental dimensions, such as technology, socioeconomics,
competition, and regulatory.
That being said, in today’s global economy, investors and potential
entrepreneurs must tap into the so-called “unexplored” market. In
this aspect, health care establishments must utilize marketing,
advertising, as well as sales strategies when pursuing new
customers (e.g., suppose a health care investor wanted to build a
small hospital in a rural community); this would entail exploration
and logistical experimentation to determine who will patronize the
facility. In an impoverished neighborhood, the feasibility of having

lucrative profits may see diminishing returns, and so the venture
may be not worth the effort. Also, suppose that the potential
investor wants to sell mosquito deterrents (e.g., bedside netting in
malaria-infested regions of Asia or Africa); then it would be wise
to investigate the number of beds that are actually in the village,
and who would be willing to purchase them. These activities take
into account the investor portfolio, as well as the feasibility of
marketing and selling the product. Such explorationalso examines
competitors, cultural differences, and—most important—
identification of the customer.
Identify a local health care establishment (e.g., hospital,
rehabilitation center, emergency medical center) and determine its
product development practices. Utilize concepts from previous
weeks to substantiate information, as needed. You may develop the
discussion based on the ideas presented here, but feel free to inject
any salient marketing strategy that you believe might support your
presentation.
Write a three to four(3-4) page paper in which you:
Justify the purpose of the selected health care establishments’
product(s) /service(s) and their associated life cycle(s).
Suggest one (1) strategy to improve the marketing mix of the
selected health care establishment. Support your strategy by
highlighting one (1) benefit of (1) portfolio analysis and providing
two (2) examples that display differential advantages.
Assess the importance of technology in providing patients with
clear and accessible information about health care organizations
and the product(s) / service(s) that they provide.

Outline a survey to capture patients’ expectations regarding the
delivery and/or accessibility of product(s) /service(s) identified.
Use at least three (3) quality academic resources. Note: Wikipedia
and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12),
with one-inch margins on all sides; citations and references must
follow APA or school-specific format. Check with your professor
for any additional instructions.
Include a cover page containing the title of the assignment, the
student’s name, the professor’s name, the course title, and the date.
The cover page and the reference page are not included in the
required assignment page length.
The specific course learning outcomes associated with this
assignment are:
Analyze how products evolve through the four stages of the
product life cycle.
Determine the appropriate product succession planning efforts of
health care services.
Examine the marketing research process and market segmentation
strategies in the health care industry.
Evaluate marketing research tools involved in the marketing
process.

Use technology and information resources to research issues in
health services strategic marketing.
Write clearly and concisely about health services strategic
marketing using proper writing mechanics.
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HSA 505 Week 4 Case Study 1 Revitalizing a Brand
HSA 505 Week 4 Case Study 1 Revitalizing a Brand -
Read the case study titled “Revitalizing a Brand”, located in the
online course shell. Use the Internet or Strayer databases to
research the branding and communication strategies of one (1)
health services organization that is similar to the health services
organizations mentioned in the case study.

Write a four to six (4-6) page paper in which you:
Describe the current marketing communication, identity, and brand
position of Plaza Home Health Services.
Conduct a Strengths Weaknesses Opportunities Threats (SWOT)
analysis associated with the current marketing communication,
identity, and brand position of Plaza Home Health Services.
Assess the importance of benchmarking in Plaza Home Health
Services’ development and implementation of an effective brand
strategy (marketing communication, identity, and brand position).
Compare branding and communication strategies of a similar
health services organization with that of Plaza Home Health
Services. Determine whether or not Plaza Home Health Services
should apply additional best practices into its current branding and
communication strategies. Provide a rationale and support for your
response.
Use at least five (5) quality academic resources. Note: Wikipedia

assignment are:

Analyze business planning based on an analysis of domestic and
global operating environments, market dynamics (supply and
demand), commercialization, and product-market expansion.
Explain how branding strategies apply to the health care market for
existing and new products.
Determine the marketing communications strategy used in health
care services.
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Please respond to the following: "Brand Stretch Spectrum and
Market Product Grid"
Assess the importance of evaluating newly developed health care
products in order to determine whether the products should carry
existing brand names or whether they should be assigned new
brand names. Suggest realistic branding strategies needed for
marketers to evaluate newly developed health care products or
services. Provide support for your rationale.
From the e-Activity, determine whether or not the product
offerings that you selected are consistent with the perceived
selections of the given health care entity. Explain your rationale.
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Please respond to the following: "Lateral Marketing Strategy"

Assess the value of target marketing as an effective health care
marketing strategy. Appraise the degree to which vertical and
traditional segmentation help marketing managers use target
marketing strategies. Support your rationale with at least two (2)
specific examples of target marketing within a health care
organization with which you are familiar.
Evaluate the impact of lateral segmentation in encouraging
marketing managers to look broadly at markets in order to identify
previously overlooked opportunities. Provide at least one (1)
specific example of quality initiatives within a health care
organization.
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Please respond to the following: "Marketing Segment and
Perceptual Map"

Evaluate the value and utility afforded by Philip Kotler’s Segment-
by-Segment Invasion Plan as a tool for mapping current and future
market segment pursuits. Provide support for your rationale.
Assess the importance of a Perceptual Map for current and
potential product offerings in the marketplace. Suggest one (1) way
in which this instrument can be used by marketers to affect better
product positioning outcomes within the health care industry.
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Please respond to the following: "Product Ladder and Hierarchy of
Needs"
Assess the importance of the Ries and Trout’s Product Ladder as a
target marketing device within the health care industry. Provide a
rationale for your response.
Assess the level of necessity for health care marketers to possess
an effective understand of human motivation in order to better
understand their customers. Provide at least two (2) specific

examples of the use of human motivation within a health care
organization.
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Please respond to the following: "Customer Experience
Management"
“Learnscape 1: Staying Relevant”, examine the potential mutual
benefits that are afforded to health care organizations and their
respective customers populations when health care organizations
design and manage all-encompassing customer experiences.
Provide an example of such potential mutual benefits to support
your rationale.
Appraise the value of the innovation guidance for the assembly and
management of customer experiences provided by Bernd Schmitt’s
CEM framework. Provide at least two (2) specific examples of
CEM framework that apply within a health care organization with
which you are familiar.
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Please respond to the following: "Understanding Customer Wants
and Needs and PEST Analysis"
Argue whether or not you believe that health care marketers must
understand customers and their perceptions of product offerings in
order to effectively monitor prowess at addressing and satisfying
customer wants and needs. Provide an example of your argument
in action to support your rationale.
Assess the value and importance of a PEST Analysis as a tool for
mentoring and evaluating the macro environment. Provide at least
two (2) specific examples of PEST Analysis that apply within a
health care organization with which you are familiar.
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Please respond to the following: "Michael Porter’s Five Forces
Model"

Examine the key reasons why intense competition and rivalry
characterize the health care industry. Suggest one (1) example to
Appraise the value and importance of Michael Porter’s Five Forces
Model as a tool for facilitating the understanding and addressing of
the competition within the health care industry. Provide at least
two (2) specific examples of Michael Porter’s Five Forces Model
that apply within a health care organization with which you are
familiar.
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HSA 505 Week 7 Stopping Outshopping
HSA 505 Week 7 Stopping Outshopping -
Read the case study titled “Stopping Outshopping”, located in the
online course shell. Then, use the Internet or Strayer databases to
research similar marketing strategies in the health care industry.
Based on the textbook’s summary of Timothy’s philosophy of
continually striving for excellence, determine whether or not

Scarlet Hospital was prepared to compete with the establishment in
Salem even before the highway improvement mandated such an
upgrade in delivery health care services.
Examine the potential lessons that the “Stopping Outshopping”
case could teach health care executives about complacency.
Evaluate the potential value of Michael Porter's Five Forces
analysis and SWOT Analysis for effective decision making, in its
ability to help Scarlet Hospital protect its market share and thus
decrease the chance of losing patients to other institutions in
Salem.
Appraise the value of the Balanced Scorecard model inits ability to
help Scarlet Hospital executives reinforce its defensive marketing
strategy.
Propose a one (1) page offensive marketing strategy (i.e.
communication, branding, innovation, etc.) that Scarlet Hospital
should deploy in order to turn the table on Salam-based health care
providers and improve its competitive marketing position.

assignment are:
Integrate the SWOT Analysis into viable recommendations to meet
the health care services organization’s operating requirements.
Analyze the components of the balanced scorecard and conduct
trend and ratio analysis to assess health strategic marketing.
Apply Michael Porter's Five Forces analysis for effective decision
making to efficiently utilize health services resources and achieve
organizational goals.
Explain the impact that the population and societal, competitive,
and financial forces have on health care services.
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Please respond to the following: "Competition Model"
Justify the fundamental reasons that marketers should closely
monitor the actions of rivals in order to proactively address
developing issues, events, and circumstances. Provide one (1)
example of such successful close monitoring to support your
rationale.
Evaluate the value afforded by Lehmann and Winer’s Level of
Competition Model as an instrument for engendering the accurate
identification and understanding of competition within the health
care industry. Provide at least two (2) specific examples of
Lehmann and Winer’s Level of Competition Model that apply
within a health care organization with which you are familiar.
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Please respond to the following: "Marketing Management Tools"
“Learnscape 2: Patient Engagement”, analyze the benefits afforded
to health care marketers that understand the importance of
establishing core values that guide health care organizations in
their strategic and tactical pursuits. Determine whether you believe
the relationship between core values should stay the same over
time or should change over time. Provide one (1) example of such
a relationship between core values to support your rationale.
Appraise the value offered by Leonard Berry’s Success
Sustainability Model as a management tool for communication
drivers of excellence that will yield sustained success. Provide at
least two (2) specific examples of Leonard Berry’s Success
Sustainability Model that apply within a health care organization
with which you are familiar.
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HSA 505 Week 9 Case Study 3

HSA 505 Week 9 Case Study 3 -
Read the case study titled “Missed Opportunities”, located in the
online course shell.
Examine the pros and cons from the perspective of Crestview
Hospital of the placement of its new billboard directly adjacent to
Briarwood Medical Center. Interpret the reaction of customers and
other community stakeholders to the billboard postings.
Use competitive marketing entry strategies to suggest the action
that Briarwood Hospital should undertake to counter the messages
in the new Crestview Hospital Billboard postings.
Recommend the marketing communication strategy or strategies
that both Crestview and Briarwood Hospitals should employ.
Justify why the Governing Board of both hospitals should take a
proactive role in promoting and implementing effective marketing
strategies.
Assess the value of the various marketing research tool(s) that
Briarwood and Crestview hospital could use to promote effective
marketing communication strategies. Justify your response.

assignment are:
Evaluate marketing research tools involved in the marketing
process.
Formulate competitive market entry strategies based on analysis of
global markets that comply to initiatives in the health care
industry.
Determine the marketing communications strategy used in health
care services.
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Please respond to the following: "Marketing Strategy and Planning
Tools"
Determine whether or not health care marketers need to recognize
the value results from implementing marketing best practices
across the multiple, varying activities that health care organizations
carry out. Provide one (1) example of such recognition of value to
Evaluate the value of Michael Porter’s Value Chain as a marketing
strategy and planning instrument for engendering an understanding
of value-producing activities within health care organizations.
Provide at least two (2) specific examples of the Michael Porter’s
Value Chain
Model that apply within a health care organization with which
you are familiar.
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Please respond to the following: "Generic Strategies and Balanced
scored Card"
Determine whether or not you believe the process of formulating
strategy in the health care industry is complex. Justify your
response with at least one (1) example of a situation or scenario
that supports your position.
Assess the degree of guidance provided by Kaplan and Norton’s
Balanced Scorecard as a management tool for guiding health care
marketers in performing strategic management duties and
responsibilities. Provide at least two (2) specific examples of the
Balanced Scorecard Model that apply within a health care
organization with which you are familiar.
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Please respond to the following: "Strategy Map"
Per the text, the health care industry is known as one of the most
complex operational environments, placing a premium on
excellence in strategic planning and management. Determine the
key reasons why health care marketing professionals should realize
such complexity. Provide an example to support your rationale.
Appraise the value offered by Ries and Trout’s Marketing Warfare
Strategies in assisting in the understanding and implementation of
competitor-oriented marketing strategies that can be employed to
increase market share. Provide at least two (2) specific examples of
the Ries and Trout’s Marketing Warfare Strategies Model that
apply within a health care organization with which you are
familiar.
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Please respond to the following: "Marketing Plan"

“Learnscape 4: How Are We Doing”, justify the value of
marketing plans as instruments that compel marketers to think
about upcoming periods, perform routine marketing analyses and
audits, and set marketing goals and objectives such as Return on
Investment (ROI), etc. Provide one (1) example of the use of
marketing plans in this fashion to support your rationale.
Decide whether or not you believe Philip Kotler’s Marketing Plan
Model provides a useful framework for developing an effective
marketing plan. Provide at least two (2) specific examples of the
Philip Kotler’s Marketing Plan Model that apply within a health
care organization with which you are familiar.
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Please respond to the following: "Course Completion"

Identify the most significant political, economic, and social forces
that you believe are influencing changes in health care marketing
today.
Identify three (3) key marketing skills you have gained from this
class and suggest how each will benefit you in your current or
future career.
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Please respond to the following: "Wrap-Up and Takeaways!"
Identify two to three (2-3) takeaways that you have learned or
gained from the course learning activities. Explain the linkage
between each takeaway you have identified and the learning
outcomes of this course.
Assess the degree to which you believe your knowledge of the
learning topics discussed in this course has been enhanced. Provide
at least one (1) example to support your response.

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HSA 505 Product Life Cycle Planning

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