Reference no: EM132186581
Part A
• Locate the marketing plan for your health care organization.
Note: If you do not currently work for a health care organization, select a health care organization that is of interest to you.
• Consider the image branding and techniques that are used for marketing this health care organization. With these image branding and promotional techniques in mind, examine the alignment between the health care marketing plan and the transition to value-based health care delivery systems.
• Reflect on strategies to enhance your organizational image branding and promotional techniques.
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Post a cohesive response to the following:
Analyze the marketing plan for your health care organization, including the image branding and promotional techniques that are being used.
Then, evaluate the alignment between the marketing plan for image branding and promotion and the transition to value-based health care delivery systems.
Finally, recommend strategies to enhance your organizational image branding and promotional techniques. Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
MUST USE THESE RESOURCES!
ALSO CHECK FOR ATTACHED PDF!!!
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Drell, L. (2014). Sticker shock! Marketing Health Services, 34(1), 28-31.
Koerber, F., Rolauffs, B., & Rogowski, W. (2013). Early evaluation and value-based pricing of regenerative medicine technologies. Regenerative Medicine, 8(6), 747-758.
Mussallem, M., & Lee, J. (2015). We need to show up with evidence. Modern Healthcare, 45(4), 28-29.
Assignment Part B:
In a 4- to 5-page paper, address the following:
• Using the 5 I's of marketing, analyze the health care service provided by the organization in the scenario.
o Inconsistency: Is there consistency in the quality of care?
o Inseparability: When providing the service, do providers demonstrate biases toward or against patients and their families (i.e., racial biases, age biases, gender biases, etc.)?
o Intangibility: What are the intangible characteristics of providers (i.e., demeanor, posture, etc.)? How do providers behave toward patients?
o Interaction with consumers: Is the organization patient-centered or physician-centered?
Inventory: How much time is spent on providing the service and how much time is spent on non
Recommend strategies to market this service to health care consumers. Include how these strategies might improve operations-service-related activities?
Must use these resources:
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Borg, S. (2012). Direct-to-consumer marketing of durable medical equipment. Family Practice Management, 19(5), 17-20.
Jung, M., & Hong, M. (2012). Positioning patient-perceived medical services to develop a marketing strategy. The Health Care Manager, 31(1), 52-61.
Tavenner, M., & Sebelius, K. (2012). Medicare program; revisions to the durable medical equipment, prosthetics, orthotics, and supplies (DMEPOS) supplier safeguards. Federal Register, 77(50), 14989-14994.
Williams, J. D., Crockett, D., Harrison, R. L., & Thomas, K. D. (2012). The role of food culture and marketing activity in health disparities. Preventive Medicine, 55(5), 382-386.