1: Marketing and the Health Care System Due Week 4 and worth 300 points Select a health care provided with which you are familiar and write a four to six (4-6) page paper in which you: 1. Determine the direct impact of marketing for the health care provider you selected. 2. Outline a strategy for the health care provider you selected to determine the utilization of its products or services. 3. Outline a marketing strategy for the health care provider you selected. 4. Recommend at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. 5. Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites. Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are: Describe the health care system and the role of marketing. Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success. Use technology and information resources to research issues in health services marketing. Write clearly and concisely about health services marketing using proper writing mechanics. Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric. Points: 300 Criteria Assignment 1: Marketing and the Health Care System Unacceptable Below 60% F Meets Minimum Expectation s 60-69% D Fair 70-79% C Proficient 80-89% B Exemplary 90-100% A 1. Determine the direct impact of marketing for the health care provider you selected. Weight: 20% Did not submit or incompletely determined the direct impact of marketing for the health care provider you selected. Insufficiently determined the direct impact of marketing for the health care provider you selected. Partially determined the direct impact of marketing for the health care provider you selected. Satisfactorily determined the direct impact of marketing for the health care provider you selected. Thoroughly determined the direct impact of marketing for the health care provider you selected. 2. Outline a strategy for the health care provider you selected to determine the utilization of its products or services. Weight: 20% Did not submit or incompletely outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Insufficiently outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Partially outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Satisfactorily outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Thoroughly outlined a strategy for the health care provider you selected to determine the utilization of its products or services. 3. Outline a marketing strategy for the health care provider you selected. Weight: 25% Did not submit or incompletely outlined a marketing strategy for the health care provider you selected. Insufficiently outlined a marketing strategy for the health care provider you selected. Partially outlined a marketing strategy for the health care provider you selected. Satisfactorily outlined a marketing strategy for the health care provider you selected. Thoroughly outlined a marketing strategy for the health care provider you selected. 4. Recommend at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Weight: 20% Did not submit or incompletely recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Insufficiently recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Partially recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Satisfactorily recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Thoroughly recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. 5. Three (3) references Weight: 5% No references provided Does not meet the required number of references; all references poor quality choices. Does not meet the required number of references; some references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices. 6. Clarity, writing mechanics, and formatting requirements More than 8 errors present 7-8 errors present 5-6 errors present 3-4 errors present 0-2 errors present Weight: 10% Outline for Assignment 1: Marketing and the Health Care System 1) Determine the direct impact of marketing for the health care provider you selected. - What is the specific impact of marketing on your named provide - How does marketing's various approaches impact your provider - How does your provider best approach particular targets - What would happen if your provider did not market? - How would you evaluate the impact of your strategies 2) Outline a strategy for the health care provider you selected to determine the utilization of its products or services. - 3) How would you measure the utilization of your provider's services How would this measurement be utilized to support your marketing direction How could you measure the utilization of your products by your target market How would you determine that you were reaching the appropriate markets Are there other strategies that you should be using to approach these markets How would you measure the success/failure of your strategies Outline a marketing strategy for the health care provider you selected. - How would you identify your targets - What data would you analyze (Internal data; External and community data) - What would you consider about your competitors SWOT purpose; Five forces purpose Pricing - What approaches would you use 4) Recommend at least three separate ways the health care provider you selected could shape the buying decisions of its customers. - Three distinct recommendations Approach Price Quality Performance Service Niche ETC 5) Provide at least four qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites. - Choose a provider, not provider type don't choose a hospital only (too big), you can select i.e., trauma center, Grady Hospital, the burn unit, - Double spaced - Hanging indent - Cover , abstract, conclusion, and reference page(s) - Ensure questions precede response (they are in bold above (1-4)) to clearly address each component 4-6 pages Assignment Goals: 1) Describe the health care system and the role of marketing 2) Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success. 3) Use technology and information resources to research issues in health services marketing. Choose Provider Trauma Center or a specific dept physicians practice