HCS 472 University of Phoenix Marketing in HealthCare Essay

Writea 350- to 700-word synthesis of how you would communicate your plan to the entire company, if approved.

The Need for the New Hospital Program in
the Community
 The community needs a
program that will support
mental health.
 It needs an easily accessible
program for all.
 The community requires an
affordable option.
 The hotline call will offer
affordable support for mental
wellness
Key Data Points that Support the Need of
the New Program
 The community has an inadequate number of mental
health facilities.
 Increased cases of mental issues- depression and
anxiety
 Increased medical cost
 Lack of medical insurance
The Marketing Strategy for your New
Program
 Provider advertising campaign
 It will involve:
 Advertising in social media
platforms
 Creating awareness of the
program in the hospital
 Issuing of marketing information
on the hospital’s website
 Publication of the program in the
company’s pamphlets
The Target Audience
 The target audience for the new program includes:
 The members of Pleasanton
 Teen, youths, adults and older persons
 Individuals of all socioeconomic status
 People dealing with any form of mental issues
The Specific Message(s) You Will Use In
Your Integrated Advertising Campaign
 The hotline center has trained people to attended to
you.
 It is a toll-free call that anyone can use at zero fee.
 Your confidence is guaranteed- it is a safe place.
 If you need someone to talk to, we are here 24/7
 The hotline center will connect you to mental health
services or professionals.
The Tasks and Their Order of Importance
Needed to Implement the Marketing
Project Plan
 Market segmentation and defining the target audience
 Researching about the target audience
 Developing the goals and objectives of marketing
 Identifying the marketing strategy
 Developing the advertising campaign
 Advertising according to the campaign design
Explain When and How You Will Evaluate
Your Marketing Project Plan
 During the implementation, the marketing plan will
be evaluated by:
 Examining customer engagement
 Monitoring the progress
 Assessing awareness of the program
 After implementing the marketing plan, it will be
evaluated by:
 Customer feedback – people‘s views about the hotline
 Measuring the number of people using the program
 Comparing outcome to marketing goals
Identify a Projected Timeline of Evaluation
 1-6 months during implementing the campaign-
Monitoring the progress
 3-6 months while implementing the campaign
 Examining customer engagement
 Assessing awareness of the program
 7th month after implementation
 Customer feedback
 Customers’ reviews about the hotline
 12th month after implementation
 Measuring the number of people using the program
 Comparing outcome to marketing goals
Tools to Evaluate the Plan
 Survey- questionnaire and
interviews
 Advertising codes
 Feedback
 Tracking the online campaign
 Calculating the number of
people that have used the
hotline
Resources and Data that Will Be Used To
Determine Success in Your Marketing
Project Plan and New Program
 Customer reviews or rating
 Feedback report from clients and
operators
 Mental health reports of the
community, county, and nation
 Government health sites
 The program’s goals and
objectives
Based On Anticipated Changes In The
Future, Discuss How Health Care Marketing
Strategies Can Change
 Marketing will be customer-centered and focus on
customer services.
 Marketing will be data-driven
 It will consist of digital marketing
 It will incorporate technology– AI and voice
marketing.
Consider External Influences that May
Guide Strategy Changes
 The government regulations and requirements
 Competition in the health industry
 Client’s trend and changing demands
 Technology changes
 Economic situation
References
Palmatier, R. W., & Sridhar, S. (2017). Marketing strategy: Based on
first principles and data analytics. Macmillan International
Higher Education.
Hacienda (2020). Sanibel Community.
https://www.hacienda.org/location/projectoverview/demograph
ics/sanibel-community
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research
in marketing strategy. Journal of the Academy of Marketing
Science, 47(1), 4-29.
Simasathiansophon, N. (2019, June). Development of Online
Marketing Strategy for Thai Educational Institutes: Case of
International College, Suan Sunandha Rajabhat University. In
IOP Conference Series: Earth and Environmental Science (Vol.
272, No. 3, p. 032112). IOP Publishing.