Assignment

Review the Terminal Course Objectives

• How will accomplishing these objectives support your success in management?

• What risks or challenges might a health care manager encounter if he or she has not mastered these objectives? Explain your answer.

Course Objectives:

• Analyze and differentiate the options offered by multiple marketing research firms to ascertain the best method for gathering customer perceptions about healthcare services and organizations.

• Assess the cost of various marketing methods used by healthcare organizations and the potential return on investment.

• Describe the various marketing media options available for healthcare organizations and their potential for building awareness and sales.

• Explain how marketing results are gathered and assessed for healthcare organizations.

• Plan a marketing strategy for a healthcare organization that increases market awareness in a target market

Unit 1 DB

Course Objectives:

o Analyze and differentiate the options offered by multiple marketing research firms to ascertain the best method for gathering customer perceptions about healthcare services and organizations

o Assess the cost of various marketing methods used by healthcare organizations and the potential return on investment

o Describe the various marketing media options available for healthcare organizations and their potential for building awareness and sales

o Explain how marketing results are gathered and assessed for healthcare organizations

o Plan a marketing strategy for a healthcare organization that increases market awareness in a target market

• Review the Terminal Course Objectives

• How will accomplishing these objectives support your success in management?

• What risks or challenges might a health care manager encounter if he or she has not mastered these objectives? Explain your answer.

Unit 2 DB

• Review the assignments for this course, accessed by clicking on the Assignment tab at the top of your screen, and then selecting each Unit# Assignment, and review the description, type, and deliverables.

• Explain your proposed approach for conducting the research necessary to develop quality deliverables, and explain how the information gleaned will support your career development in health care management.

• Please review the approaches proposed by other students, providing objective feedback on opportunities for improvement.

Assignment Details

1) Research a local health care organization of your choice, and complete the following tasks:

• Perform a strengths, weaknesses, opportunities, and threats (SWOT) analysis, listing at least 2 points in each area.

o Information can be gathered from the Web site or articles about similar organizations from the readings. For example, extended hours of operation could be a strength (internal).

• Choose 1 strength or opportunity, and create a marketing strategy that would promote a competitive advantage for this organization within the community being targeted.

• Determine whether your approach will be market penetration, development, diversification, consolidation, or strategic alliances.

• Are you the market leader, a challenger, a follower, or are you creating a market niche?

• 2) Using the decision-making model, describe the consumer decision-making process for an individual seeking a new primary care physician.

o Go to a local health care system and under "Choose a doctor" (or similar wording allowing a search for physicians associated with that center), search for a primary care physician.

o Discuss how the doctor's information is positioned to make him or her a good choice.

- What types of information are included?
- What types of information do you feel are missing?
- Why do you feel this is important from a marketing perspective?

• Make 2 recommendations for ways to influence that decision at different points in the process.

• How would the health care organization you chose conduct a post-purchase evaluation of your satisfaction with this physician and his or her site?

3) Research a local health care facility or organization that has chosen a niche market to target, and address the following:

• Introduce the organization, and identify the overall population it serves.
• Define a niche market and what makes it so. What is the niche market for this facility?
• Explain the segmentation strategy implemented by this organization.
• Explain how the organization adapts its marketing programs to address that target.
• Do you feel that this approach is or has been effective? What tools did you use to make that decision?
• What would you have done differently?

Unit 3 DB

• Reflecting on the focus and content of this course, what is an important challenge facing management of health care organizations today?
• How would you go about addressing it? Explain.

Unit 4 DB

Collaboration leverages the collective knowledge of a health care team. Peer evaluation and support, provided in the spirit of continuous improvement and organizational success, result in higher quality deliverables than generally possible by the efforts of an individual.

• Describe the process you plan to use to conduct research, identify findings, and develop the project that is due in Unit 5.
• Present a brief outline indicating how you intend to organize the project deliverable.
• Review the processes and outlines of other students, providing objective feedback that will help strengthen the effectiveness of their efforts and the quality of the finished product.

Unit 5 DB

Based on your past experiences and the knowledge gained during your coursework, consider the following question and post a substantive initial post to the following question:

• What competencies were you able to develop in researching and writing the project due in Unit 5?
• How did you leverage feedback from your peers in the Discussion Board for Units 1-4 in completing the project?
• How will these competencies and knowledge support your career advancement in management?