Healthcare Marketing and Promotion Strategy: Integrating Concepts into Strategic Planning Process

ASSIGNMENT INSTRUCTIONS:

Competency
Integrate the concepts of healthcare marketing and promotion into the strategic planning process.
Student Success Criteria
View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.
Scenario
The Chief Executive Officer of Healthy Dynamics and your internal team had the opportunity to review the memo, the workflow analysis, objectives, vision, and mission statements. The project manager is onboard and received the strategy map/data table that identified the key stakeholders’ roles and responsibilities. The CEO has scheduled another meeting next week to review all components of the strategic planning model so far with you and the project manager. The CEO has asked you, the strategic planning manager, to develop a high-level marketing plan that will also include forms of communication you will use to promote the new services.
Instructions
Create a marketing and promotion Strategy Diagram/Chart that includes:
The identified services (focus area)
Research and list key competitors
Research and select target markets (Who will you promote your idea to?)
Draft a promotional message (clear, brief, informative, and persuasive) that conveys information about the services/product the company will provide
Identify modes of communication (How will you present the new idea/service to your target audience?)
Create the projected marketing and promotion budget
Your assignment should include a title page, a reference page, and a minimum of two internet sources and one scholarly source, which must be retrieved from the Rasmussen Library
Online Library – Library and Learning Services Home – RasGuides at Rasmussen University

HOW TO WORK ON THIS ASSIGNMENT (EXAMPLE ESSAY / DRAFT)

Introduction
Strategic planning is vital to achieving the goals and objectives of healthcare organizations, and marketing and promotion are key components of that strategy. We will create a thorough marketing strategy for Healthy Dynamics, a healthcare firm, in this essay to help it advertise its new offerings. The essay will concentrate on identifying the services, looking up important rivals, choosing target markets, crafting a sales pitch, figuring out communication channels, and forecasting a marketing and promotion budget.

Services Identified
Preventive care, telehealth services, and patient education initiatives are a few of the new offerings that Healthy Dynamics has highlighted. These services are intended to give patients comprehensive care and enhance their health results.

Identify and list your main competitors.
We carried out a market analysis, which entailed looking at competitor websites, customer reviews, and industry data, to identify the important rivals. Two significant rivals were discovered through our research: ABC Medical Group and XYZ Healthcare. Both businesses provide comparable services, but Healthy Dynamics stands out by offering a more individualized approach to patient care.

Find and choose your target markets
We must choose and pinpoint our target markets to effectively market the new offerings. Our market research has led us to identify two primary target markets:

patients with chronic illnesses between the ages of 35 and 55
Millennials between the ages of 25 and 35 who favor virtual medical services
Come up with a marketing message
The distinctive features of our new services, such as customized care, convenience, and improved health outcomes, will be the main points of our marketing strategy. The message will be concise, informative, convincing, and clear. The text will be as follows:

“With Healthy Dynamics, enjoy individualized care and better health outcomes. Our innovative offerings offer practical and thorough care, including telehealth, patient education initiatives, and preventive care. We’re here to support you every step of the way, whether you’re a busy professional or dealing with a chronic health condition.

Identify Communication Methods
We’ll employ a variety of communication channels, such as social media, email marketing, and direct mail, to reach our target markets. Reaching Millennials will be made easier by social media sites like Facebook and Twitter, while patients with chronic illnesses will benefit more from email marketing and direct mail campaigns.

Budget for projected marketing and advertising
We anticipate spending $100,000 on marketing and advertising in the first year. The expense of the communication campaigns, promotions, and advertising will be covered by this budget.

Conclusion
For healthcare companies to effectively advertise their services and accomplish their objectives, marketing, and promotion must be incorporated into their strategic planning. The company will be able to reach its target customers and advertise its new services thanks to the marketing strategy for Healthy Dynamics that is described in this essay. We have created a thorough plan that will assist Healthy Dynamics in achieving its objectives by identifying the services, studying major competitors, choosing target markets, crafting a promotional message, determining forms of communication, and calculating a projected marketing and promotion budget.

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