Question: In an industry that is continuously evolving, organizations must plan for the future, making marketing planning essential to their success. Effective marketing plans align to value-based delivery systems and implement strategies for branding and promotion. By engaging consumers and building their reputations, health care organizations can gain a sustainable competitive edge. For this Discussion, you examine the marketing plan for a health care organization and recommend marketing strategies.
To prepare: • Locate the marketing plan for your United Healthcare.
• Consider the image branding and techniques that are used for marketing this health care organization. With these image branding and promotional techniques in mind, examine the alignment between the health care marketing plan and the transition to value-based health care delivery systems.
• Reflect on strategies to enhance your organizational image branding and promotional techniques.
Analyze the marketing plan for United Healthcare , including the image branding and promotional techniques that are being used. Then, evaluate the alignment between the marketing plan for image branding and promotion and the transition to value-based health care delivery systems. Finally, recommend strategies to enhance your organizational image branding and promotional techniques. Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
(1 page with 1-2 references)
Articles: 1. Recognizing Misleading Pharmaceutical Marketing Online (By Julian De Freitas, Brian A. Falls, Omar S. Haque, and Harold J. Bursztajn)
2. The Health Care Value Transparency Movement and Its Implications for Radiology (By Daniel J. Durand, Anand K. Narayan, Frank J. Rybicki, Judy Burleson, Paul Nagy, Geraldine McGinty, Richard Duszak Jr)