Unit 2 Assignment

Many of Bright Road Health Care System’s facilities are located in areas that are currently serving many Gen Y patients, and will be serving increasing numbers of Gen Z patients within the next 5 years. This means the Health Care System’s online resources are, and will increasingly be, the primary source of health care information for the community, and the main promotion outlet for the Health Care System.

Unit outcomes addressed in this Assignment:

• Describe the differences between the two basic forms of advertising: product and institutional.
• Use technology and information resources to research issues in health services strategic marketing.
• Write clearly and concisely about health services strategic marketing using proper writing mechanics.

Course outcome assessed/addressed in this Assignment:

HA575-2:Evaluate research-supported strategies for efficiently assessing and measuring marketing potential.

HA575-3: Assess various marketing tools and compare their advantages and disadvantages.

Assignment : LearnScape 1 | Staying Relevant

Instructions

The analysis and recommendations are to be submitted to the instructor for grading.

In this LearnScape, you will meet with the CEO of Bright Road to discuss her concerns about the relevancy of their online resources. You will work with the marketing director of Bright Road to learn about their current online resources and utilization information. Then, you will review Bright Road Health Care System’s website and Facebook page. Website evaluation elements include appearance, content, usability, functionality, and search engine optimization. Facebook evaluation elements include cover photo, profile picture, page title, likes, people talking about this, about and engagement. Using this information, you will then make recommendations to the CEO about how to improve online presence.

You are to e-mail Amit with suggestions for improvements to Bright Road’s Facebook page and website.

Now that you have reviewed Bright Road’s Facebook page and website, e-mail a short proposal to Amit Patel (350–500 words). Your proposal should include the objectives for this project and the target audience, including:

• A thorough review of the website and Facebook page.
• Specific details on how the website and Facebook page could be improved.
• New ideas and how they could be implemented for Bright Road.

Note: An e-mail window appears with Amit Patel in the TO: field. The subject is: Suggestions for Facebook and Website Improvements.

Type your recommendation, when done, click send. When you click Send, the following message appears.

Great work! Your recommendation has been sent to Amit.

Note: After pressing “Send” a tab will appear showing “Save Assessment.” Save the assessment to your computer using the proper naming convention and upload it to the unit Dropbox.

Requirements

• Resource:Health Care Market Strategy (4th ed.), Chapter 2: “Understanding the Strategic, Business and Marketing Planning Process”