Develop a marketing business plan for a healthcare organization of your choice (either for-profit or non-profit HCO) where you choose a new product or service to market for a specific target market.
Your Marketing Plan should have the following components:
Table of Contents
Phase One
• Executive Summary,
Phase Two
Company Profile,
Industry Overview,
Phase Three
Service Overview,
Competitive Analysis,
Marketing Mix-Promotional Strategy,
Marketing Mix-Place,
Marketing Mix-Pricing
Phase Four
Service Delivery Plan
Human Resources Plan,
Phase Five
• Financial Statements: Balance Sheet and Income Statements
Requirements:
1.Prepare the project in APA-style, double-spaced with 1-inch margins and 12-point Times New Roman font. Select “bold” font for headings and sub-headings and use as many as necessary. Submit your marketing business plan in word document. An APA-formatted title page, and reference pages are required. All elements of the project must conform to style requirements of the Publication Manual of the American Psychological Association, Sixth Edition (commonly
called the APA style manual, 6th edition). APA resources can be found on the PBSC library
website: http://palmbeachstate.libguides.com/c.php?g=313291… 3. Be creative by incorporating graphics, pictures, graphs, charts, etc.
Getting Started – Health Care Organization Selection
Select a Not-for-profit or For-profit Health Care Organization for your Health Care Marketing Business Plan. The chosen health care organization will either market a new product or service to a specific target market. You are responsible for constructing the business plan for the new product or service for the HCO.
Once you have chosen the type of HCO you will market for, then comes the decision of whether you want to market a new product or service.
Try to make the product or service as original as possible.
Submit HCO selection and new product/service idea in Blackboard for approval.Phase I: Executive Summary
I. Executive Summary
a summary of the planning issue , which includes a new product, new service opportunity, or process improvement issue.
A future –oriented, two page document demonstrating knowledge of the issue and provides the prospective value
What to include in the Executive Summary:
1.An introduction to your business plan which involves a discussion of the new serviceopportunity, cost saving measure, or process improvement.
2.Marketing Highlights
a.Make a list of the distinctive features by answering these questions:
i.What is the real value regardless of the type of project?
ii.What will the product/service save the organization in dollars? (estimated guess, doesn’t have to be accurate)
b.Ex: What savings or profits will it generate by improving efficiency? Or what saving or profits will it generate by developing a new service? Or what will it bring by bringing in paying patients or no-show patients?
3.Targeting Market Summary: Answer the following questions:
§Who is your target market?
§Who benefits from this plan?
§Is the market internal, external, or both?
4.Competitive Analysis (if a new service opportunity)
§Who else is doing it?
§Provide a competitive analysis
1.Key Marketing Strategies -
oWhat key marketing strategies will you use?
oHow will you get compliance of patients, staff, the board, or referral services?
2.Operational Highlights
• Are there any critical legal or regulatory constraints?. Intermediary Concerns or Issues
Sample Solution