IHP 510 Module Two Short Paper Guidelines and Rubric Align.docx

IHP 510 Module Two Short Paper Guidelines and Rubric
Aligning a Healthcare Organization’s Mission, Vision, and
Values to Its Marketing Efforts
Overview: For this task, you will reflect on the foundations of
healthcare marketing as discussed in the opening chapters of the
two course textbooks, and you
will consider the importance of healthcare organizations
aligning their vision, mission, and values to their marketing
goals. This is practice for work you will do
with your organization in the final project.
Prompt: To begin, reflect on the foundations of healthcare
marketing as discussed in the opening chapters of the two
course textbooks and review the module
resources. Next, access websites to find the
mission/vision/value statements for the following types of
organizations:
-for-profit community hospital
enter

In a 1- to 2-page paper, address the following critical elements:
these organizations' mission/vision/values statements. Further,
discuss any surprising or
unexpected things you found.
common? How do they differ?
to align its mission, vision, and values to its marketing efforts?
Support your responses by referencing the module resources.
Also, feel free to refer to your own research to support your
work. Be sure to use this practice as
you prepare for Final Project Milestone One.
Rubric
Guidelines for Submission: The short paper should follow these
formatting guidelines: 1 to 2 pages in length, double spaced, 12-
point Times New Roman font,
one-inch margins, and citations in APA style.
Critical Elements Exemplary (100%) Proficient (90%) Needs
Improvement (70%) Not Evident (0%) Value
Challenges Meets “Proficient” criteria and

demonstrates sophisticated
understanding of a healthcare
organization’s mission, vision,
and values
Discusses challenges
encountered locating the
mission/vision/values
statements of the healthcare
organizations, including any
surprising or unexpected
findings
Discusses challenges
organizations, but does not
sufficiently discuss any
surprising or unexpected
findings, or response has gaps
in detail
Does not discuss challenges
organizations
30
Commonality

Meets “Proficient” criteria and
demonstrates keen insight into
the comparison of
mission/vision/value
statements
Discusses what the healthcare
organization’s
statements have in common
and how they differ
Discusses what the healthcare
organization’s
statements have in common
and how they differ, but
response has gaps in detail,
clarity, or logic
Does not discuss what the
healthcare organization’s
statements have in common or
how they differ
30
Alignment Meets “Proficient” criteria and
demonstrates sophisticated
awareness of the importance
of aligning a healthcare
organization’s mission, vision,

and values to its marketing
efforts
Describes why it is important
for a healthcare organization
to align its mission, vision, and
values to its marketing efforts
Describes why it is important
for a healthcare organization
to align its mission, vision, and
values to its marketing efforts,
but description is cursory or
lacking in detail or logic
Does not describe why it is
important for a healthcare
organization to align its
mission, vision, and values to
its marketing efforts
30
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented
in a professional and easy-to-
read format
Submission has no major

errors related to citations,
grammar, spelling, syntax, or
organization
Submission has major errors
spelling, syntax, or
organization that negatively
impact readability and
articulation of main ideas
Submission has critical errors
spelling, syntax, or
organization that prevent
understanding of ideas
10
Total 100%
Running Head: Advertising in Marketing
1
Advertising in Marketing
3
It was a pleasure speaking with you on September 3, 2019 to
discuss your goals for exporting Negative Pressure Wound
Therapy (NPWT) devices into Nigeria. You will see below an
outline of the history of Devon International Group (no need to
recap history he would know) All company info should be for

Devon MD as the company, not Devon International, the
umbreall company Devon MD is under) and our strategy for
expanding NPWT device distribution into the Nigerian
healthcare system.
Background
In our first meeting, our team gained a better understanding of
your company’s operations and product, for the purpose of
determining the best strategy for fulfilling your business
expectations and goals abroad. You identified Nigeria as a
target market because it has a rapidly growing population base
and economy. To enter into this market, we must create a
distribution channel in the country which is cohesive with
Nigeria’s current healthcare distribution channel to appeal to as
many consumers as possible.
Our initial meeting has given the team an understanding of how
your product operates and how the company distributes and
prices to its current markets. Devon International GroupMD has
created medical devices that help heal wounds and prevent
debilitating amputation, using negative pressure; the average
wound healing period is two months. The company’s goal is to
decrease the effects of small vessel disease, resulting from
diabetes, by simulating normal blood flow around a wound. The
device applies negative pressure (by “sucking” through a tube)
to stimulate blood flow in the wound area to allow healing to
begin. It also sucks out infected liquid/puss in the wound; the
bacteria in the area prevents the wound from healing, and often
exacerbates its condition. Devon MDInternational Group is
based in King of Prussia, PA and is currently distributing in
X,Y, Z (state if you know them or say
“numerous”countries,numerous countries with efforts to expand
into Nigeria and Russia.
Based on the discussion, our team will first investigate the
economic and medical environment in Nigeria to determine how
to position this product in the company, largely based on
demand and distribution capability. By surveying the
macroenvironment in Nigeria, we will understand which

elements of the country’s microenvironment to further explore
and understand, and which national needs to address. Then, we
will create an in-depth country analysis into those
microelements to develop and cement our market entry strategy.
This analysis will address governmental and legislative
implications on future sales, and other factors that affect and
inform our market entry strategy. In our meeting, you discussed
previous sales on a business-to-consumer basis, but those were
specific cases, so we will explore business-to-business
distribution, to discover which method is more conducive to
growth.
Please see the following outline for our team’s strategy for
Devon International GroupMD’s market entry into Nigeria.
Research Strategy:
We will begin with extensive research into Nigeria’s healthcare
system, and the general health statuses of its population. This
will help us determine where the need is in Nigeria, and how we
can shape our strategy to address that need. Moreover,
researching the legal and regulatory environment of the country
will help us avoid costly obstacles when obtaining permits or
begin importing products. We will also reach out to Devon
International Group’sMD’s current distributor in Kenya to get
an understanding of the supply and sales chain in that country
from a direct source, with the intent of taking much of the
Kenyan strategy and applying it to the Nigerian market.
Industry Research:
We will analyze the current state of the health care distribution
system in Nigeria, paying special attention to political and
regulatory factors, and any challenges or opportunities those
systems present. Despite rapid population and economic growth,
the Nigerian healthcare system seems to drag, and we need to
evaluate the causes for this, and find any possible solutions
applicable to Devon MD. We will also look to similar countries,
economically, and evaluate strategies that have been successful

to inform our approach. Finally, we will examine the dynamic
between healthcare providers and consumers, including the
effect of prices, to determine the best method for getting Devon
MD products to the appropriate consumer group.
Market Research:
The largest market for Negative Pressure Wound Therapy
(NPWT) devices is in diabetics with small vessel disease, which
is a direct result of diabetes. This disease prevents the body
from healing properly, particularly in the feet and legs,
threatening total debilitation for those afflicted. Diabetes is a
growing concern worldwide, particularly in growing economies,
as access to food and luxuries increases. Approximately 2%, or
1.7 million, of Nigerian adults are afflicted with diabetes,
making this a prevalent concern. Researching to understand the
market for these devices, not just for diabetes, but other
afflictions will help us determine where the need lies in Nigeria.
While this is a good brief intro to the Nigerian market, state
more on what areas or segments you intend to research in the
market.We will also research the most effective distribution
methods for those who may benefit from this device. We will
research where the biggest opportunity lies, urban or rural
areas, and begin to segment those markets to create the most
effective entry strategy.
Other Regulations
Nigeria requires that all medical devices register new medical
devices for approval before entering the market; this entails
submitting:
1. Application form
2. CFS
3. Quality system certification
4. Declaration of conformity
5. Description of device and intended use
6. Clinical and preclinical data
Medical devices are organized into four levels according to risk

level: A – Low; B – Low-Moderate; C - High-Moderate; D –
High.
Again, while this is a good brief intro to the Nigerian market,
state more on other areas or reguslations the team intends to
research in the market.We will also research production
regulations and specifications to determine any obstacles Devon
MD may experience when transferring an existing product into a
new market. It is very likely that Nigeria will have very
different materials production regulation, and we will explore
those and incorporate them into our strategy to begin making
necessary changes in the early stages of market entry. We will
also explore any differences in medical laws and regulations
which can inhibit the sale or use of the NPWT devices. Very
basic research helped us determine that Nigeria is currently
experiencing a “Brain Drain” of medical professionals, so we
will determine that there are enough medical professionals to
aid in the distribution and use of this product. Additionally, we
will identify any miscellaneous regulations that may affect the
use of this device including, but not limited to, electrical, waste
disposal, and environmental regulations.
Engagement
The International Business Student Research Team will:
Evaluate the market potential for entry into Nigeria by:
Considering the regulatory and political environment of medical
device sales and
Analyzing the size and depth of consumer demand for this kind
of medical device;
Analyze and determine the best sales strategy for market entry
by:
Evaluating the opportunities of business-to-business distribution
and
Evaluating the opportunities of direct-to-consumer distribution;
Recommend a market entry strategy that capitalizes on Devon
International GroupMD’s differentiation and provides

significant opportunity for growth; and
Respect the strict confidentiality of the company information
that they obtain in person or in writing and of the research data
that they will find.
Client will:
● Provide specific information about their goals, and the
product’s features and advantages.
● Participate in at least two (2) meetings/conference calls
throughout the duration of the project to discuss progress and
updates.
● Respond promptly (within 24 hours) to team requests for
information and feedback on findings.
● Encourage the team keeping in mind that this is an
academic engagement with the purpose of learning without any
compensation.
● Provide the team with feedback and suggestions on further
direction of research, as needed.
● Assume all the risks associated with any error and/or
omission that the students may have unintentionally made.
Conclusion
Our team would like to thank you for joining us to discuss the
potential opportunities for your company’s market entry into
Nigeria. If you have any questions or concerns, please do not
hesitate to contact us
http://devonmd.com/

IHP 510 Module Two Short Paper Guidelines and Rubric Align.docx

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IHP 510 Module Two Short Paper Guidelines and Rubric Align.docx