In this assignment you will write an engagement letter to your client (a health care provider of your choosing) that defines the business
relationship and introduces fundamental aspects of health care marketing.
Table of Contents
Scenario:
Imagine that you are a health care marketing professional and have been contracted by one of the following health care providers
(choose one) to help them create a marketing plan.
Choose one of the following provider types, then decide upon a specific service that they offer. Note that you will use this organization in
all three of your class assignments and related activities.
|
Business
|
Goal
|
Examples of Services
(you define)
|
|
Small Dental/Physician Practice
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Gain new patients.
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General services, oral surgery, orthodontics, orthopedics, pediatrics, etc.
|
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Department within a hospital
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Announce a new service.
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Womens reproductive services, outpatient dialysis, laser treatments, etc.
|
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Health Care Specialty Clinic (such as physical therapy or cosmetic services)
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Reach a new target market.
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Disabled veterans, people seeking cosmetic enhancements or occupational therapy, etc.
|
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Home Health Care Service
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Expanding services to a new area.
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Mobility, wound care, therapy, etc.
|
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Government or Non-Government Organization
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Educate the public on a health care topic.
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Mental health, HIV, domestic abuse, anti-smoking, addiction, etc.
|
The client mentioned in their initial contact with you that they have a great service, but they need help with marketing and they want learn
about marketing in the context of their business.
Your first step is to respond to them with a letter of engagement that summarizes the relationship and aspects of their business to better
define and enhance the mutual understanding of the relationship. It should also explain elements of marketing that are unique to health care
and the 4 Ps of marketing in the context of their business.
Preparation:
Reflect on the scenario above, choose your provider type and service, and define their specific mission and goal. Note: you will have to
be creative in writing the mission, but it should be fairly evident based upon your chosen business.
Research local health care providers that offer services similar to one of those listed in the scenario above. Study how they market their
services and pay close attention to their social media presence, as you will be working on developing a social media plan in your final
assignment. You should also briefly research the service they are providing so you better understand how and to whom it should be marketed.
Instructions:
Write a one-page letter (one-page single-spaced) to your chosen provider type and their service (feel free to create a name and any other
relevant and important details to provide depth). The letter should be professionally written and formatted, and do the following:
- Introduce yourself and summarize your understanding of the engagement including:
- Provider name, primary goal for engaging your marketing services location or program, service, or organization, and a short description of their service.
- Explain two aspects of marketing that are unique to the health care field.
- Describe your role as a marketer through the lens of the 4 Ps of marketing and the context of this business.
- Explain two main areas or questions that may guide your upcoming market research.
Additional Requirements
- Resources: Use two sources in addition to your textbook (Richard Thomas. 2020. Marketing Health Services. HSA305 American College of Health Care Executives 4th edition) to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source page at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides.
The specific course learning outcome associated with this assignment is:
- Analyze the role of marketing in a health care organization.
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