Unit outcomes addressed in this Assignment:
- Describe why marketing is necessary in the health care arena.
- Discuss the concepts of ethics and its application to healthcare organizations.
- Integrate ethical considerations when marketing health care.
- Apply leadership personnel management involving communication and interpersonal skills.
Course outcome(s) assessed/addressed in this Assignment:
HS230-2: Differentiate among the forces that influence the healthcare delivery and systems.
CAHIM outcome(s) practiced in this Assignment:
Domain 6: Leadership
VI.A.1 Take part in effective negotiating and use influencing skills
VI.A.3 Take part in effective communication through project reports, business reports and professional communications
VI.F.3 Apply general principles of management in the administration of health information services
VI.I.4 Facilitate project management by integrating work efforts
It is important to understand the need to market the healthcare business and the process for creating a marketing plan and materials to bring in the customers. It is also important to research the external market, draw conclusions, plan a strategy, and convince your internal stakeholders that your plan is the best plan to get the job done. Imagine yourself as the new administrator for a non-profit vaccine clinic that is governed by a board of directors that will soon open for business. You need to tell the world about the great new products and services you offer and how your business is more just a flu vaccine clinic and you offer much more for the customer. Before you actually take action with the public you need to convince the board of directors that your plan is the best plan for the business.
Part 1: For this week’s assignment, you will be creating a marketing tool for your practice to advertise the new vaccine clinic. You can either create a brochure to send out in the mail or posters to display around town. Consider your audience (who are you targeting?) while you create this item. Think about what would catch your eye as a customer when putting this together. You can create this tool in Word as a poster with clip art, etc. (watch copyright information), or as a brochure or submit it in PowerPoint form. Your grade will be based upon how effective your tool is at addressing the target audience, how well you catch their attention, the quality of the information you provide them, and the overall look of the tool.
Part 2: Create a professional letter to the board explaining your marketing ideas and how you plan to reach the target market of the business through your brochure or poster and what you plan to include in it. The letter should include information that is important for the board to know about the marketing tool, your analysis and conclusions about the potential impact of the marketing tool, anticipated reactions of the potential customers, and suggestions on what board members could do to help.
The marketing tool should have all the necessary contact information and services provided by the business and provide visually appealing images. The marketing tool should give a mission statement and explain how the business helps the customer and why the business is in business.
The letter to the board should be at least one page in length and include your analysis and conclusions about the potential impact of the marketing tool, anticipated reactions of the potential customers, and suggestions on what board members could do to help.
Complete this assignment as a Word 97-2003 document and PowerPoint. Save both in a location and with the proper naming convention: username-HS230- section-unit 8 Project.doc (username is your Kaplan username, section is your course section).