Description
Overview
Health services continue to affect the gross domestic product, and this dramatic transformation puts great demands on each dollar spent to deliver patient-centered products. Health care marketing must be repeatedly applied and practiced strategically to include environmental dimensions, such as technology, socioeconomics, competition, and regulatory requirements.
In today’s global economy, investors and potential entrepreneurs must tap into the so-called “unexplored’ market. In this aspect, health care establishments must use marketing and advertising, as well as sales strategies, when pursuing new customers.
For example, suppose a health care investor wanted to build a small hospital in a rural community-this would entail exploration and logistical experimentation to determine who will patronize the facility. In an impoverished area, the feasibility of having lucrative profits may see diminishing returns, so the investor may not consider the venture worth the effort.
Also, suppose that the potential investor wants to sell mosquito deterrents (such as bedside netting in malaria-infested regions of Asia or Africa). In that case, it would be wise to investigate the number of beds that are in the village, and who would be willing to purchase the products. These activities consider the investor portfolio, as well as the feasibility of marketing and selling the product. Such exploration also examines competitors, cultural differences, and—most importantly—identification of the customer.
Preparation
Using the health care organization you identified in the learning activity last week, determine its product development practices. Use the concepts from previous weeks to substantiate information, as needed. You may develop the discussion based on the ideas presented here, but feel free to inject any relevant marketing strategy that you believe might support your presentation.
Instructions
Write a 4-5 page paper (including a Sources page) in which you:
Justify the purpose of the selected health care establishments’ products and services and their associated life cycles.
Propose one strategy to improve the marketing mix of the selected health care establishment.
Support your strategy by highlighting one benefit of portfolio analysis and providing at least two examples that show differential advantages.
Determine the impact of possible economic decline on product-market expansion and how it can affect business planning based on a global operating environment.
Assess the importance of technology in providing patients with clear and accessible information about health care organizations and the products and services they provide.
Use 3-4 credible, relevant, and appropriate sources to support your writing. Cite each source listed on your Sources page at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides.
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Propose product development strategies for a health care organization that impact the marketing mix, the use of technology, and marketing research.
View Rubric
Week 3 Assignment Product Development
Week 3 Assignment Product Development
Criteria Ratings Pts
Justify the purpose of the selected health care establishments’ products and services and their associated life cycles.
view longer description
23 to >20.69 pts
Exemplary
Justified the purpose of the selected health care establishments’ products and services and their associated life cycles.
20.69 to >18.39 pts
Competent
Justified, overall, the purpose of the selected health care establishments’ products and services and their associated life cycles, but with 1–2 errors in or omissions of relevant information.
18.39 to >16.09 pts
Needs Improvement
Explained the selected health care establishments’ products and services and their associated life cycles, but did not provide information that justified their purpose.
16.09 to >0 pts
Unacceptable
Did not explain the purpose of the selected health care establishments’ products and services and their associated life cycles.
/ 23 pts
Propose one strategy to improve the marketing mix of the selected health care establishment.
view longer description
25 to >22.49 pts
Exemplary
Proposed one strategy to improve the marketing mix of the selected health care establishment.
22.49 to >19.99 pts
Competent
Proposed one strategy to improve the marketing mix of the selected health care establishment, but the explanation of or support for the proposal contained 1–2 errors or omissions.
19.99 to >17.49 pts
Needs Improvement
Proposed one strategy to improve the marketing mix of the selected health care establishment, but the explanation of and support for the proposal contained 3–4 errors or omissions.
17.49 to >0 pts
Unacceptable
Did not propose one strategy to improve the marketing mix of the selected health care establishment.
/ 25 pts
Determine the impact of possible economic decline on product-market expansion and how it can affect business planning based on a global operating environment.
view longer description
18 to >16.19 pts
Exemplary
Determined the impact of possible economic decline on product-market expansion and how it can affect business planning based on a global operating environment.
16.19 to >14.39 pts
Competent
Determined the impact of possible economic decline on product-market expansion and how it can affect business planning based on a global operating environment, but with 1–2 errors or omissions of relevant information.
14.39 to >12.59 pts
Needs Improvement
Determined the impact of possible economic decline on product-market expansion, but did not examine how it can affect business planning based on a global operating environment.
12.59 to >0 pts
Unacceptable
Did not determine the impact of possible economic decline on product-market expansion and how it can affect business planning based on a global operating environment.
/ 18 pts
Assess the importance of technology in providing patients with clear and accessible information about health care organizations and the products and services that they provide.
view longer description
24 to >21.59 pts
Exemplary
Assessed the importance of technology in providing patients with clear and accessible information about health care organizations and the products and services that they provide.
21.59 to >19.19 pts
Competent
Assessed the importance of technology in providing patients with clear and accessible information about health care organizations and the products and services that they provide, but 1–2 errors in or omissions of relevant information.
19.19 to >16.79 pts
Needs Improvement
Described some ways in which health care organizations use technology to communicate with patients, but did not assess how the technology is important in providing patients with clear and accessible information about the organizations and the products and services that they provide.
16.79 to >0 pts
Unacceptable
Did not describe ways in which health care organizations use technology to communicate with patients.
/ 24 pts
Use 3–4 credible, relevant, and appropriate sources to support your writing.
view longer description
5 to >4.49 pts
Exemplary
Used 3–4 credible, relevant, and appropriate sources to support your writing, with no citation errors.
4.49 to >3.99 pts
Competent
Used 3–4 quality resources that are credible, relevant, and appropriate, but citations contain 1–2 errors.
3.99 to >3.49 pts
Needs Improvement
Used three resources, but not all were credible, relevant, and appropriate, and citations contained 3–4 errors.
3.49 to >0 pts
Unacceptable
Did not use or did not cite resources used to support your writing.
/ 5 pts
Writing contains accurate grammar, mechanics, and spelling in accordance with SWS style.
view longer description
5 to >4.49 pts
Exemplary
Writing contained accurate grammar, mechanics, and spelling in accordance with SWS style.
4.49 to >3.99 pts
Competent
Writing contained 1–2 errors in grammar, mechanics, spelling, and/or the application of SWS style.
3.99 to >3.49 pts
Needs Improvement
Writing contained 3–4 errors in grammar, mechanics, spelling, and/or the application of SWS style.
3.49 to >0 pts
Unacceptable
Writing contained more than four errors in grammar, mechanics, spelling, and/or the application of SWS style.
/ 5 pts
Total Points: 0
