Hospital Marketing Plan Introduction and Alignment

Executive Summary Introducing a Hospital Marketing PlanIntroduction and Alignment

As we have seen in our surveys of multiple systems and organizations, there are many ways to "tell the story" of a healthcare entity. This assignment prompts you to synthesize what you have learned to date into an effective introductory overview of a specific project for a hypothetical hospital. The success of a project - from gaining approval for its undertaking to its acceptance by the intended users - will often depend on how well the project is described. Developing a concise and convincing description is the first step toward success.

Upon completion of this assignment, you should be able to:

• Identify the components of a marketing plan.
• Create and defend a marketing plan.

Resources

• Textbook: Healthcare Marketing: A Case Study Approach
• Podcast: American Marketing Association 2012 Preview: Healthcare Marketing Training

Background Information

As described in the textbook, a marketing plan delineates the rationale for and value of a particular matter; in this case the purchase and use of a da Vinci Robotic Surgery system. The executive summary is the introductory overview of that plan. A well-written executive summary engages the reader, serving as the prelude to the full plan and creating interest in the topic. There is an adage that "you never get a second chance to make a first impression." The executive summary is that first impression.

Instructions

1. Listen to the American Marketing Association 2012 Preview: Healthcare Marketing Training podcast athttps://cc.readytalk.com/cc/playback/Playback.do?id=hkh2kv. This is a preview piece for an educational series sponsored by the American Marketing Association. While essentially an advertisement for this event, the presenter discusses the expanding role of marketing in healthcare.
2. In the textbook Healthcare Marketing: A Case Study Approach, read pages 196 - 198 of Chapter 15, which includes the Case Study: The Marketing Plan at Rivers and the Robot.
3. In a two pages paper, respond to Exercise 2 at the end of Chapter 15.
4. The paper should contain seven-hundreds words
5. Follow APA formatting and use 12-pt. Times New Roman font.
6. When you've completed your assignment, save a copy for yourself and submit a copy to your instructor using the Dropbox by the end of the workshop.