According to Grano (2017), “unlike many marketing disciplines, professional healthcare marketers have a unique opportunity that extends beyond traditional marketing strategies and tactics. Healthcare marketing communications campaigns may very well change – or even save – a life.” As a health care professional, it is extremely important to have a notable understanding of marketing trends and challenges (or problems), as this is a key driver of the health of your organization.

Grano, J. (2017). Healthcare marketing: Impacting lives and building engagement. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2017/08/28/healthcare-marketing-impacting-lives-and-building-engagement/#6b7d6edf5f54

Case Assignment

For your Case 1 assignment, you will review healthcare marketing trends, challenges, and the Marketing Mix Theories (4P’s & 4C’s). Review the following articles:

Trends:

Smith & Jones. (2017). 2018 healthcare marketing trends and playbook: Eight emerging trends and how you can leverage them now. Retrieved from https://smithandjones.com/wp-content/uploads/2017/10/SJ-1390-2018-Trends-Playbook_lres-1.pdf

Resnick. L.R. (2017). Six healthcare marketing trends for 2018. Managed Healthcare Executive. Retrieved from http://managedhealthcareexecutive.modernmedicine.com/managed-healthcare-executive/news/six-healthcare-marketing-trends-2018

Challenges/Problems:

Orchard, C. (2015). 8 challenges to customer-driven healthcare. Harvard T.H. Chan School of Public Health. Retrieved from https://www.hsph.harvard.edu/ecpe/8-challenges-to-customer-driven-health-care/

Jaworski, B., Malcolm, R., & Morgan, N. (2016). 7 big problems in the marketing industry. American Marketing Association. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/7-big-problems-marketing.aspx

4 P’s/4 C’s of Marketing:

Whats and Hows. (2016). What is the Marketing Mix – The 4Ps & 4Cs. [Video]. Retrieved from https://www.youtube.com/watch?v=9MQS-75K2ZM

Case Assignment

After reviewing the articles above and conducting your own research, complete the following in a 3- to 4-page paper (read all the instructions before beginning):

Select 2-3 challenges/problems with health care marketing and complete the following in 2 pages:

Identify the selected challenges/problems and explain associated negative effects on a potential health care organization.
Identify how your selected challenges/problems are related to the 4P’s and 4C’s of marketing from a health care perspective.

Select 2-3 trends that you believe will assist in alleviating the 2-3 selected challenges/problems and complete the following in 1-2 pages:

Explain your trends and how these trends will improve your selected challenges.

Grid View

 
Excellent
Good
Fair
Poor

Main Posting
45 (45%) – 50 (50%)

Answers all parts of the discussion question(s) expectations with reflective critical analysis and synthesis of knowledge gained from the course readings for the module and current credible sources.

 

Supported by at least three current, credible sources.

 

Written clearly and concisely with no grammatical or spelling errors and fully adheres to current APA manual writing rules and style.

40 (40%) – 44 (44%)

Responds to the discussion question(s) and is reflective with critical analysis and synthesis of knowledge gained from the course readings for the module.

 

At least 75% of post has exceptional depth and breadth.

 

Supported by at least three credible sources.

 

Written clearly and concisely with one or no grammatical or spelling errors and fully adheres to current APA manual writing rules and style.

35 (35%) – 39 (39%)

Responds to some of the discussion question(s).

 

One or two criteria are not addressed or are superficially addressed.

 

Is somewhat lacking reflection and critical analysis and synthesis.

 

Somewhat represents knowledge gained from the course readings for the module.

 

Post is cited with two credible sources.

 

Written somewhat concisely; may contain more than two spelling or grammatical errors.

 

Contains some APA formatting errors.

0 (0%) – 34 (34%)

Does not respond to the discussion question(s) adequately.

 

Lacks depth or superficially addresses criteria.

 

Lacks reflection and critical analysis and synthesis.

 

Does not represent knowledge gained from the course readings for the module.

 

Contains only one or no credible sources.

 

Not written clearly or concisely.

 

Contains more than two spelling or grammatical errors.

 

Does not adhere to current APA manual writing rules and style.

Main Post: Timeliness
10 (10%) – 10 (10%)

Posts main post by day 3.

0 (0%) – 0 (0%)
0 (0%) – 0 (0%)
0 (0%) – 0 (0%)

Does not post by day 3.

First Response
17 (17%) – 18 (18%)

Response exhibits synthesis, critical thinking, and application to practice settings.

 

Responds fully to questions posed by faculty.

 

Provides clear, concise opinions and ideas that are supported by at least two scholarly sources.

 

Demonstrates synthesis and understanding of learning objectives.

 

Communication is professional and respectful to colleagues.

 

Responses to faculty questions are fully answered, if posed.

 

Response is effectively written in standard, edited English.

15 (15%) – 16 (16%)

Response exhibits critical thinking and application to practice settings.

 

Communication is professional and respectful to colleagues.

 

Responses to faculty questions are answered, if posed.

 

Provides clear, concise opinions and ideas that are supported by two or more credible sources.

 

Response is effectively written in standard, edited English.

13 (13%) – 14 (14%)

Response is on topic and may have some depth.

 

Responses posted in the discussion may lack effective professional communication.

 

Responses to faculty questions are somewhat answered, if posed.

 

Response may lack clear, concise opinions and ideas, and a few or no credible sources are cited.

0 (0%) – 12 (12%)

Response may not be on topic and lacks depth.

 

Responses posted in the discussion lack effective professional communication.

 

Responses to faculty questions are missing.

 

No credible sources are cited.

Second Response
16 (16%) – 17 (17%)

Response exhibits synthesis, critical thinking, and application to practice settings.

 

Responds fully to questions posed by faculty.

 

Provides clear, concise opinions and ideas that are supported by at least two scholarly sources.

 

Demonstrates synthesis and understanding of learning objectives.

 

Communication is professional and respectful to colleagues.

 

Responses to faculty questions are fully answered, if posed.

 

Response is effectively written in standard, edited English.

14 (14%) – 15 (15%)

Response exhibits critical thinking and application to practice settings.

 

Communication is professional and respectful to colleagues.

 

Responses to faculty questions are answered, if posed.

 

Provides clear, concise opinions and ideas that are supported by two or more credible sources.

 

Response is effectively written in standard, edited English.

12 (12%) – 13 (13%)

Response is on topic and may have some depth.

 

Responses posted in the discussion may lack effective professional communication.

 

Responses to faculty questions are somewhat answered, if posed.

 

Response may lack clear, concise opinions and ideas, and a few or no credible sources are cited.

0 (0%) – 11 (11%)

Response may not be on topic and lacks depth.

 

Responses posted in the discussion lack effective professional communication.

 

Responses to faculty questions are missing.

 

No credible sources are cited.

Participation
5 (5%) – 5 (5%)

Meets requirements for participation by posting on three different days.

0 (0%) – 0 (0%)
0 (0%) – 0 (0%)
0 (0%) – 0 (0%)

Does not meet requirements for participation by posting on 3 different days.

Total Points: 100