Overview
The final project for this course is the creation of a strategic marketing proposal.
Developing and implementing a healthcare marketing proposal requires deep alignment with organizational values, systematic inquiry, and applied, strategic
thinking. By engaging the steps of the marketing process, you will gain skills and perspectives applicable to a range of healthcare management careers.
In this project, you will apply what you have learned about healthcare marketing to a real-world organization of your choice. Specifically, you will identify a
product or service for which you will develop a strategic marketing proposal. In your proposal, you must explain the importance of marketing principles as they
uniquely apply to your chosen healthcare organization. Additionally, you will engage in the marketing process by establishing objectives, analyzing the market
environment, and developing a promotions mix for effectively marketing your product or service.
The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Three and Five. The final submission is due in Module Seven.
In this assignment, you will demonstrate your mastery of the following course outcomes:
• Explain the importance of fundamental marketing principles and processes as they uniquely apply to healthcare organizations
• Determine relevant marketing objectives and target audiences that support the mission, vision, and values of healthcare organizations
• Analyze healthcare markets to identify sociocultural characteristics, customer needs, and economic factors that influence demand for health services
• Develop strategic marketing proposals by applying the marketing mix to support the mission and brand identity of healthcare organizations
Prompt
Your strategic marketing proposal should address the following critical elements:
I. Introduction
A. Provide a detailed profile of your selected organization. What type of organization is it? What is its mission and vision, its service area and
locations, and its major products and services?
B. Describe your marketing initiative in terms of the specific product or service you have selected. Why is it important to the organization? What
are the current issues with the product or service? Why is a marketing initiative needed?
C. Explain the relevance of knowing your customers’ needs for marketing your healthcare product or service. Illustrate your response with specific
examples of your primary and secondary customers, as well as their needs, wants, and preferences.
D. Clarify the importance of the “four P’s” of marketing as they apply to your healthcare product or service. Illustrate your response with specific
examples of how each is or is not relevant.
E. Characterize the relevance of drivers of demand for marketing your healthcare product or service. Illustrate your response with specific
examples of factors that drive demand for your product or service.
II. Establish the Context
A. Determine the marketing goals of your initiative. You should develop at least three specific objectives that apply best practices and align to the
organizational mission and vision.
B. Analyze the industry segment for your healthcare product or service. Include all relevant details related to population segment and
demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors.
C. Identify and describe your target markets. Be sure to include all relevant details related to their demographics, characteristics, preferences, and
consumer behaviors. In any area where you are lacking critical information, explain the type of data that you would collect to fully understand
your target markets.
III. Market Analysis
A. Conduct a SWOT analysis for your selected healthcare product or service. Be sure to thoroughly analyze the strengths, weaknesses,
opportunities, and threats by including at least three items in each category.
B. Assess your organization’s competitors using specific supporting examples. You should address at least two competitors, and discuss at least
three strengths and weaknesses for each.
C. Based on your SWOT and competitor assessment, draw informed conclusions about your organization’s current market position and justify your
claims with specific supporting examples.
IV. Marketing Strategies
A. Develop a promotions strategy that effectively applies the media mix. Which traditional marketing techniques (e.g., public relations, advertising,
sales and sales promotion, direct marketing) do you recommend and why? Defend each of your proposals using specific evidence and principles
discussed in the course.
B. Analyze the resource requirements. What are the types of resources you would need for your proposed strategies? What are the categories of
direct and indirect expenses to consider?
C. Propose specific metrics for evaluating the success of your marketing proposals. How would you measure success? What sources of data would
you monitor and how would that data be interpreted?
V. Conclusions: In closing, defend your overall strategy proposal by illustrating the specific ways in which your recommendations would support the
mission, vision, and values of your healthcare organization.
Milestones
Milestone One: Draft of Introduction
In Module Three, you will submit a draft of your introduction. Your introduction will include a profile of the organization, a description of the specific product or
service including the marketing opportunity, the needs of the target market, the promotions mix, and an explanation of the drivers of demand. Use the feedback
you received on the Module One journal and the Module Two short paper to assist you in developing your introduction. This milestone is graded with the
Milestone One Rubric.
Milestone Two: Draft of Context and Market Analysis
In Module Five, you will submit a draft of your context and market analysis. Establish the context for your healthcare product or service, and analyze the market.
To establish the context, you will describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the
market, you will conduct a SWOT analysis, assess the competitors in the market, and determine the current market position. This milestone is graded with the
Milestone Two Rubric.
Final Submission: Strategic Marketing Proposal
In Module Seven, you will submit your strategic marketing proposal. It should be a complete, polished artifact containing all of the critical elements of the final
product. It should reflect the incorporation of feedback gained throughout the course. This final submission will be graded using the Final Project Rubric.
Final Project Rubric
Guidelines for Submission: Your proposal should be 8–10 pages using 12-point Times New Roman font and double-spacing. Any citations should be in APA
format.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Introduction: Profile
of Organization
Meets “Proficient” criteria and
balances necessary detail with
clear, economical language
Provides a detailed profile of
the organization, including its
type; mission, vision, and
values; its service area and
locations; and its major
products and services
Provides a profile of the
organization, but fails to fully or
accurately define its type;
mission, vision, and values; its
service area and locations; or its
major products and services
Does not provide a profile of
the organization
2
Introduction:
Marketing Initiative
Meets “Proficient” criteria and
balances necessary detail with
clear, economical language
Describes the marketing
initiative, including the product
or service; why it is important
to the organization; its current
issues; and why the initiative is
needed
Describes the marketing
initiative, but fails to fully or
accurately define the product
or service; why it is important
to the organization; its current
issues; or why the initiative is
needed
Does not describe the
marketing initiative
2
Introduction:
Customer Needs
Meets “Proficient” criteria and
demonstrates nuanced
appreciation of the importance
of marketing principles and
processes within healthcare
organizations
Explains the relevance of
knowing customer needs for
the marketing initiative and
illustrates with specific
examples of primary and
secondary customers, as well as
their needs, wants, and
preferences
Explains the relevance of
knowing customer needs for
the marketing initiative, but
fails to fully or accurately
illustrate with specific examples
of primary and secondary
customers or their needs,
wants, and preferences
Does not explain the relevance
of knowing customer needs for
the marketing initiative
7.5
Introduction: “Four
P’s”
Meets “Proficient” criteria and
demonstrates nuanced
appreciation of the importance
of marketing principles and
processes within healthcare
organizations
Clarifies the importance of the
“four P’s” of marketing as they
apply to the healthcare product
or service and illustrates each
with specific examples
Clarifies the importance of the
“four P’s” of marketing as they
apply to the healthcare product
or service, but fails to fully or
accurately illustrate each with
specific examples
Does not clarify the importance
of the “four P’s” of marketing as
they apply to the healthcare
product or service
7.5
Introduction: Drivers
of Demand
Meets “Proficient” criteria and
demonstrates nuanced
appreciation of the importance
of marketing principles and
processes within healthcare
organizations
Characterizes the relevance of
drivers of demand for the
marketing initiative, and
illustrates with specific
examples of factors that drive
demand for the product or
service
Characterizes the relevance of
drivers of demand for the
marketing initiative, but fails to
fully or accurately illustrate
with specific examples of
factors that drive demand for
the product or service
Does not characterize the
relevance of drivers of demand
for the marketing initiative
7.5
Establish the
Context: Marketing
Goals
Meets “Proficient” criteria and
demonstrates sophisticated
ability to determine relevant
marketing objectives
Specifies at least three
marketing goals of the initiative
that apply best practices and
align to the organizational
mission and vision
Specifies marketing goals of the
initiative, but fails to identify at
least three that apply best
practices and align to the
organizational mission and
vision
Does not specify marketing
goals of the initiative
7.5
Establish the
Context: Industry
Segment
Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets
Analyzes the industry segment
for the healthcare product or
service, including all relevant
details related to population
segment and demographics,
market size, psychographic or
health status segmentation,
regulatory influences, payer
mix, and key success factors
Analyzes the industry segment,
but fails to accurately include all
relevant details related to
population segment and
demographics, market size,
psychographic or health status
segmentation, regulatory
influences, payer mix, and key
success factors
Does not analyze the industry
segment for the healthcare
product or service
6
Establish the
Context: Target
Markets
Meets “Proficient” criteria and
demonstrates sophisticated
ability to determine relevant
target audiences
Identifies and describes the
target markets, including all
relevant details related to
demographics, characteristics,
preferences, and consumer
behaviors; where appropriate,
explains the types of data that
would be collected
Identifies and describes the
target markets, but fails to
accurately include all relevant
details related to
demographics, characteristics,
preferences, and consumer
behaviors; or does not explain
the types of data that would be
collected, where appropriate
Does not identify and describe
the target markets
7.5
Market Analysis:
SWOT Analysis
Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets
Conducts a SWOT analysis
including at least three items in
each category
Conducts a SWOT analysis, but
fails to fully or accurately
include at least three items in
each category
Does not conduct a SWOT
analysis
6
Market Analysis:
Competitor
Assessment
Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets
Identifies and assesses at least
two competitors using specific
supporting examples, including
at least three strengths and
weaknesses for each
Identifies competitors, but fails
to assess at least two using
specific supporting examples,
including at least three
strengths and weaknesses for
each
Does not identify competitors 6
Market Analysis:
Market Position
Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets
Draws informed conclusions
about the organization’s
current market position and
justifies all claims with specific
supporting examples
Draws conclusions about the
organization’s current market
position, but not all are
appropriate or justified with
specific supporting examples
Does not draw conclusions
about the organization’s
current market position
6
Marketing
Strategies:
Promotions Strategy
Meets “Proficient” criteria and
demonstrates creative or
sophisticated ability to develop
strategic marketing proposals
Develops a promotions strategy
that effectively applies the
media mix, including traditional
marketing, and defends each
using specific evidence and
principles discussed in the
course
Develops a promotions
strategy, but fails to effectively
apply the media mix or defend
each proposal using specific
evidence and principles
discussed in the course
Does not develop a promotions
strategy
7.5
Marketing
Strategies: Resource
Requirements
Meets “Proficient” criteria and
demonstrates creative or
sophisticated ability to develop
strategic marketing proposals
Analyzes the resource
requirements, including the
types of resources and the
categories of direct and indirect
expenses to be considered
Analyzes the resource
requirements, but fails to fully
or accurately include all the
types of resources or the
categories of direct and indirect
expenses to be considered
Does not analyze the resource
requirements
7.5
Marketing
Strategies:
Evaluation Metrics
Meets “Proficient” criteria and
demonstrates creative or
sophisticated ability to develop
strategic marketing proposals
Proposes specific metrics for
evaluating the success of the
marketing proposals, including
appropriate sources of data and
how the data would be
interpreted
Proposes metrics for evaluating
the success of the marketing
proposals, but not all are
specific or reasonable or fails to
identify appropriate sources of
data or logical methods of
interpretation
Does not propose metrics for
evaluating the success of the
marketing proposals
7.5
Conclusions Meets “Proficient” criteria and
demonstrates advanced skill in
connecting marketing strategies
to the mission, vision, and
values of healthcare
organizations
Defends the overall strategy
proposal by illustrating the
specific ways in which the
recommendations support the
mission, vision, and values of
the healthcare organization
Defends the overall strategy
proposal, but fails to fully or
logically illustrate the specific
ways in which the
recommendations support the
mission, vision, and values of
the healthcare organization
Does not defend the overall
strategy proposal
7.5
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
4.5
Total 100%
1
2
Strategic Marketing
Name
Institution Affiliation
Course
Date
Profile of PACE Greater New Orleans
PACE Greater New Orleans is a health care nonprofit organization that is located in New Orleans, Louisiana. PACE is an affiliated ministry of Catholic Charities of the Archdiocese of New Orleans. PACE Greater New Orleans provides its numerous services for PACE participants at their unique and historic centers, including in the Bywater neighborhood of New Orleans and on the Westbank in Marrero. Besides providing different health services, the organization promotes the independence and dignity of senior citizens. The mission of PACE Greater New Orleans is to enable weak older adults to live in their homes and in the community. The majority of the organization’s services are usually on-site with a focus on preventive care. Some of those services include nursing care, medications, transportation, social services, personal care, and homemaker services. Other services offered consist of caregiver support, in-home care, nutritional counseling, hospitalization, and continence management.
Marketing initiative
There are various marketing strategies that can be utilized to promote nursing care amongst the target population. Health care marketing, particularly nursing care services, will mainly involve processes of strategic outreach and communications that are meant to bring in new health care consumers; guide them through their health care journey and keep them engaged with the health care system. The marketing initiative will integrate highly segmented, omnichannel, and certain online and offline efforts to promote engagement and growth (Hinson, et al., 2020). Some of the strategies that will be used in marketing include using consistent health care branding, asking for reviews from patients, leveraging social media, building a responsive health care website, and evaluating the online patient experience.
Relevance of knowing your customers’ needs
Knowing and understanding the needs of customers is typically at the center of every successful health care program, and whenever a health care organization has adequate knowledge, it can utilize the information to persuade the probable and existing customers that seek the services of the organization. In order to understand the needs of customers, it is appropriate to recognize certain elements of those customers, including who they are, what they do, what they think about the provided services, and what makes them feel good about buying the products and services offered in the organization (Gonzalez, 2019). While determining the needs of consumers, it is also necessary to determine what the customers expect from the organization, what they do, and the number of resources they have.
Importance of the four P’s
The four P’s of marketing are the major factors involved in marketing a product or service; hence, they will play a crucial role in the marketing of health care services. These four P’s denote the product, price, place, and promotion of a product or service (Kareh, 2018). Product refers to a good or service that is offered to customers by an organization. Based on the organization, it will provide various health care services, including nursing care, medications, nutritional counseling, and social services. Price is the cost consumers will pay on receiving the health care services based on the services’ real and perceived value. Place refers to the areas and how to deliver services to consumers. The services will be provided in different around New Orleans, Louisiana. The element of promotion also includes the various methods that would be used to advertise the health care services offered by the organization.
Drivers of demand
The demand for health care generally emerges from the desire of the customers to gain good health because most individuals prefer being healthy to being sick. One of the greatest drivers of health care demand is aging and the steady growth of the population using the most health care and obtaining universal coverage through different health care programs. Another factor that drives the demand for health care is the economy because growth in the economy implies more people have jobs with insurance.
References
Gonzalez, M. E. (2019). Improving customer satisfaction of a healthcare facility: reading the customers’ needs. Benchmarking: An International Journal.
Hinson, R. E., Adeola, O., Limbu, Y. B., & Mogaji, E. (2020). Marketing in Healthcare-related Industries. IAP.
Kareh, A. (2018). Evolution of the four Ps: Revisiting the marketing mix.
In this discussion, you will have the opportunity to draft your ideas for the Marketing Strategies section (Section IV) of your final project and receive feedback from your peers before submitting your proposal in Module Seven.
Analyze the pros and cons of two marketing techniques you may use to market your selected product or service. The marketing techniques should follow logically from the description and analysis that you have completed thus far and should be consistent with the mission, vision, and brand identity of the organization. Your selection should be based on the fundamental marketing principles you have explored throughout the course.
Note: You must include at least one traditional marketing technique (e.g., public relations, advertising, sales and sales promotion, direct marketing) and one electronic/social media technique (e.g., social media, websites, blogs, podcasts/webcasts, YouTube).
Marketing Technique 1:
1. Describe the proposed marketing technique (what, where, how, when, and why) including why you think it would be an appropriate and effective tool to market your selected product or service to your target market:
I would use sales and sales promotion as the technique to market my target market, this will help reach the targets with ease I would use this marketing technique sales and sale promotion during the weekends because most people are at home at that time and this will help get to the target with no chance of missing them. I would get the chance to explain everything what PACE organization entails.
2. Describe three resources that would be required to implement this marketing technique; outline the direct and indirect costs:
Example:
Example Resource:
Website Development
Example Direct Expenses
Example Indirect Expenses
Consultant fees for website concept and mock-up
Website developer to make required changes
Meeting and review time for marketing director and Executive Team to approve website concept and mock-ups
Resource: marketing crew
Direct Expenses
Indirect Expenses
Paying the sales guys for their work.
Facilitating transportation for the sales guys
Finding best time to conduct the sales and sales promotion.
Resource: training the marketing crew.
Direct Expenses
Indirect Expenses
Hiring a sales team to train on how to run the whole program.
Advertising for the trainee position to do the sales work.
Resource: resources for the marketing team.
Direct Expenses
Indirect Expenses
Catering for the needs for the crew.
Printing the marketing badges with companies logo.
3. Explain how you would measure the success of this marketing technique. What sources of data would you monitor and how would that data be interpreted?
Note: Consider the measurement of both the process and outcome.
To get a good evaluation on how the sales and sales promotion technique is fairing this will be notable by the number of people who sign up for the service that PACE organization is offering. Getting daily reports on how the targeted market is receiving the information brought to then by the sales and sales promotion marketing team and their interaction with people.
Marketing Technique 2:
4. Describe the proposed marketing technique (what, where, how, when, and why) including why you think it would be an appropriate and effective tool to market your selected product or service to your target market:
The appropriate and effective technique that I would use is that I would develop a website where to publish all the information that PACE organization entails and this would help reach the target because by sharing the link through social media platforms will help get the market full attention and where on the website on can book for transportation or book an appointment.
5. Describe three resources that would be required to implement this marketing technique; outline the direct and indirect costs:
Resource: website creation
Direct Expenses
Indirect Expenses
Paying for the development of the website and its protection.
Paying for the servers that will hold and support the website.
Repairs and maintenance of general purpose equipment.
Salaries to the staff who are part of the program
Resource: maintaining the social media accounts
Direct Expenses
Indirect Expenses
Equipment used exclusively for the activity or program.
Repairs and maintenance of general purpose equipment.
Resource: Applying and posting advertisement on social media
Direct Expenses
Indirect Expenses
Computer costs and services directly identifiable with the activity or program
consultants network charges for email and other general purpose software
6. Explain how you would measure the success of this marketing technique. What sources of data would you monitor and how would that data be interpreted?
Note: Consider the measurement of both the process and outcome.
Looking and evaluating the number of new people who will sign up and request the service through the website . Tracking the number of times people clicked on the website’s link and went through the website . Reading the comments on the all pace organization’s social media handles to monitor the message from the comments.
7. Now that you have considered two marketing techniques in some detail, list three additional marketing techniques that you might consider for the Marketing Strategies section of your proposal.
Tracking and Evaluation
Tracking and evaluating how powerful on my approach is a key element. This manipulate details whether my approach is performing in practice, it may additionally assist tell about my future advertising and my marketing strategy. A simple technique is to ask each potential new customer how they have heard about the PACE organization.
Segmentation
The PACE organization existing and potential clients may fall into unique organizations or segments, characterized by using their ‘needs’. Identifying those organizations and the clients wishes through marketplace research and market reviews, and then addressing the ones needs more effectively than the PACE organization competitors, must be one of the key elements of my advertising and marketing method.
Video advertising and marketing
Video is currently extremely underutilized within the international of healthcare advertising and marketing. As a strategy, it’s proven at effectively being able to capture the attention of audiences. In reality, in step with research, the use video content have a risk of having an impact on target audience choices. Video advertising can be used to create publications and data packs, to expose an insight or “backstage” take a look at your healthcare surroundings and to proportion patient memories and testimonials, while we see something visible like a video, it’s hard to argue with the proof. This makes video a really credible and exciting format to look at and have interaction with
Running Head:
MARKETING 2
MARKETING 2
Marketing
Student’s name
Institution
Date
Marketers at PACE should target neighborhood seniors, family members who care for older relatives, and patients who have been discharged to their homes for recovery to target their elderly target demographics. Online media and word-of-mouth marketing will be its primary means of promoting its services. There are a lot of myths and misconceptions about nursing homes. Nursing homes are sometimes compared to hospitals because they care for people who are nearing the end of their lives. According to this perspective, PACE can position itself as a facility that provides day-to-day care for patients in a homelike setting. The customers of the company should feel included in the operation of the business.
Clients who enroll in PACE do so in order to become a part of a wider group of people who may benefit from one another’s knowledge and support. Choosing between full- or part-time care can be a difficult decision for many people. As a result, the company’s employees will be able to assist potential customers in making informed judgments. Thus, PACE will position itself as an alternative to the competitors’ hospital-care paradigm as a place that embraces the client-oriented concept. Customers will be able to tell the difference between PACE’s services and those of its competitors this way. The institution, as a private company, should also invest in cutting-edge technology to ensure that its consumers receive the best possible service. It will demonstrate its cutting-edge technology, including online access to electronic medical records, to potential clients.
The market for elderly care is predicted to expand from 2020 to 2027. The market is predicted to increase at a CAGR of 7.0 percent from 2020 to 2027 and reach a value of USD 1,944,028.05 million by 2027, according to research experts (Koopmans, 2018). The aging population, rising rates of chronic illness among the elderly, and an increased public awareness of the benefits of in-home care are all contributing to the market’s expansion. Elderly care is becoming more popular as the number of elderly people grows, as well as people’s awareness of the need for such care. Elderly care is becoming more popular as a result of a shift in the lifestyles of the elderly, which includes home care, nursing care, and more.
As an example, in 2017, the United Nations projected that there were roughly 962.3 million elderly individuals aged 60 and up worldwide in 2017 (de Almeida, 2020). It is expected to rise to an estimated 2080.5 million dollars in the future. Elder care is expected to grow in demand as the world’s population continues to grow. Detailed information on the market share, new developments and product pipeline analysis, the impact of domestic and localized market players, and analyses of opportunities in terms of emerging revenue pockets, changes in market regulations, product approvals, strategic decisions and product launches are all included in the elderly care market report.
In order to attract patients and their families, hospitals use marketing strategies that emphasize the provision of high-quality medical care. Patients and their families, communities, doctors, medical employees, hospital staff, and society are all included in the target audience. Hospital marketing serves three purposes (Guido, 2018). In the first place, hospitals can gain insight into the future needs of their customers by doing a thorough research of their target market. This will allow them to develop a sound management strategy that will lead to increased profitability. As a second benefit, from a consumer’s point of view, it gives the information necessary for patients not to shop about for doctors and delay or worsen their health. Third, from a social perspective, patients receive high-quality care at a reasonable cost.
Though there are many advantages to hospital marketing, such as saving medical resources and educating the public about the correct and healthy information to promote the hospital’s image, some academics disagree, believing that hospital marketing can actually lower the quality of medical care and lead to competition between medical organizations that leads to an increase in medical expenses. Medicine is a profession dedicated to helping others.
Elderly people who can no longer care for themselves are served by assisted living facilities. A growing elderly population and a lack of facilities make this industry ideal for expansion. It is possible for a well-run assisted living facility to benefit from the current market conditions, but any business with flaws is doomed to failure. Analysis of the service’s or product’s assets and liabilities is done by doing a SWOT analysis.
A well-thought-out facility can be an asset to an assisted living provider. Elderly people who want to remain as self-reliant as possible can benefit from features like lower-level drawers and cabinets, or lever-style door knobs. In addition to implying opulence, walk-in closets make it easier for the elderly to choose what to wear. Adult children may rest assured that their elderly parents will be taken care of, while prospective residents can see that the organization has their comfort in mind by focusing on these elements during a tour.
Because of the high expense of new assisted living facilities, it may be difficult to expand existing ones. An assisted living company’s revenue is likely to be drained by expenses such as liability insurance, which may not be able to be distributed across a large number of clients. Lack of qualified staff can also limit your options.
Assisted living companies are in a solid position due to economic factors. Because the population is aging faster than new assisted living facilities are being built, demand is outpacing supply, making it less risky to expand in this industry than in others. There are opportunities for expansion in places where seniors have disposable cash and can purchase your services through a well-targeted marketing campaign if it is done correctly.
In states with more severe regulatory agencies, expanding an assisted living business may be difficult because of the increased expense of complying with new regulations. It is also possible that a hasty implementation of new facilities will result in understaffing and ill-prepared staff members. Lawsuits can be crippling for a corporation if the focus on cost-cutting causes poor resident care or unpleasant working conditions (Lee, 2019). While your facility may be doing everything right, media stories about unethical or unsafe practices in other assisted living firms might make potential consumers more cautious of your own operations, making it more difficult to gain customers.
Some of the main competitors of PACE organization in the elderly care sector are Senior Access and Cooperative Elder Care. For the first organization, Senior Access, its main strengths are the fact that it has created and nurtured partnerships with many other organizations that deal with elderly health care. Another strength that the organization has is that it has created a structure that helps senior citizens to receive information, mentoring and other services designed to assist as well as sustain them. It also has a lot of volunteers who assist things to run smoothly in the organization. The weaknesses of the organizations include lack of enough funds to make the company international, it also does not have enough advanced equipment or technology used in elderly healthcare and finally it has a number of licensing issues.
For the other organization, Cooperative Elder Care, it has the following strengths; it has been in the industry for a long time hence it is well rooted in the sector, it also has a lot of clients and finally it is a trusted organization. Its weaknesses are it does not have enough funding to become an international organization, it does not really have the right patient to nurse ratio. Lastly, the Cooperative Elder Care has a really strict registration process and hence does not admit everyone in need of their services.
References
de Almeida, C. V., & Veiga, A. (2020). Social Determinants and Health Literacy of the Elderly: Walk to Well-Being. Open Access Library Journal, 7(6), 1-16.
Guido, G., Pichierri, M., Pino, G., & Conoci, R. (2018). The segmentation of elderly consumers: A literature review. Journal of Customer Behaviour, 17(4), 257-278.
Koopmans, L., Damen, N., & Wagner, C. (2018). Does diverse staff and skill mix of teams impact quality of care in long-term elderly health care? An exploratory case study. BMC health services research, 18(1), 1-12.
Lee, H. J., & Lee, D. K. (2019). Do sociodemographic factors and urban green space affect mental health outcomes among the urban elderly population?. International journal of environmental research and public health, 16(5), 789.
In this discussion, you will have the opportunity to draft your ideas for the Marketing Strategies section (Section IV) of your final project and receive feedback from your peers before submitting your proposal in Module Seven.
Analyze the pros and cons of two marketing techniques you may use to market your selected product or service. The marketing techniques should follow logically from the description and analysis that you have completed thus far and should be consistent with the mission, vision, and brand identity of the organization. Your selection should be based on the fundamental marketing principles you have explored throughout the course.
Note: You must include at least one traditional marketing technique (e.g., public relations, advertising, sales and sales promotion, direct marketing) and one electronic/social media technique (e.g., social media, websites, blogs, podcasts/webcasts, YouTube).
1. Describe the proposed marketing technique (what, where, how, when, and why) including why you think it would be an appropriate and effective tool to market your selected product or service to your target market:
I would use sales and sales promotion as the technique to market my target market, this will help reach the targets with ease I would use this marketing technique sales and sale promotion during the weekends because most people are at home at that time and this will help get to the target with no chance of missing them. I would get the chance to explain everything what PACE organization entails.
2. Describe three resources that would be required to implement this marketing technique; outline the direct and indirect costs:
Example:
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Example Resource: Website Development |
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Example Direct Expenses |
Example Indirect Expenses |
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Consultant fees for website concept and mock-up Website developer to make required changes |
Meeting and review time for marketing director and Executive Team to approve website concept and mock-ups |
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Resource: marketing crew |
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Direct Expenses |
Indirect Expenses |
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Paying the sales guys for their work. Facilitating transportation for the sales guys |
Finding best time to conduct the sales and sales promotion. |
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Resource: training the marketing crew. |
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Hiring a sales team to train on how to run the whole program. |
Advertising for the trainee position to do the sales work. |
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Resource: resources for the marketing team. |
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Catering for the needs for the crew. |
Printing the marketing badges with companies logo. |
3. Explain how you would measure the success of this marketing technique. What sources of data would you monitor and how would that data be interpreted?
Note: Consider the measurement of both the process and outcome.
To get a good evaluation on how the sales and sales promotion technique is fairing this will be notable by the number of people who sign up for the service that PACE organization is offering. Getting daily reports on how the targeted market is receiving the information brought to then by the sales and sales promotion marketing team and their interaction with people.
4. Describe the proposed marketing technique (what, where, how, when, and why) including why you think it would be an appropriate and effective tool to market your selected product or service to your target market:
The appropriate and effective technique that I would use is that I would develop a website where to publish all the information that PACE organization entails and this would help reach the target because by sharing the link through social media platforms will help get the market full attention and where on the website on can book for transportation or book an appointment.
5. Describe three resources that would be required to implement this marketing technique; outline the direct and indirect costs:
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Resource: website creation |
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Paying for the development of the website and its protection. Paying for the servers that will hold and support the website. |
Repairs and maintenance of general purpose equipment. Salaries to the staff who are part of the program |
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Resource: maintaining the social media accounts |
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Equipment used exclusively for the activity or program. |
Repairs and maintenance of general purpose equipment. |
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Resource: Applying and posting advertisement on social media |
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Computer costs and services directly identifiable with the activity or program |
consultants network charges for email and other general purpose software |
6. Explain how you would measure the success of this marketing technique. What sources of data would you monitor and how would that data be interpreted?
Note: Consider the measurement of both the process and outcome.
Looking and evaluating the number of new people who will sign up and request the service through the website . Tracking the number of times people clicked on the website’s link and went through the website . Reading the comments on the all pace organization’s social media handles to monitor the message from the comments.
7. Now that you have considered two marketing techniques in some detail, list three additional marketing techniques that you might consider for the Marketing Strategies section of your proposal.
Tracking and Evaluation
Tracking and evaluating how powerful on my approach is a key element. This manipulate details whether my approach is performing in practice, it may additionally assist tell about my future advertising and my marketing strategy. A simple technique is to ask each potential new customer how they have heard about the PACE organization.
Segmentation
The PACE organization existing and potential clients may fall into unique organizations or segments, characterized by using their ‘needs’. Identifying those organizations and the clients wishes through marketplace research and market reviews, and then addressing the ones needs more effectively than the PACE organization competitors, must be one of the key elements of my advertising and marketing method.
Video advertising and marketing
Video is currently extremely underutilized within the international of healthcare advertising and marketing. As a strategy, it’s proven at effectively being able to capture the attention of audiences. In reality, in step with research, the use video content have a risk of having an impact on target audience choices. Video advertising can be used to create publications and data packs, to expose an insight or “backstage” take a look at your healthcare surroundings and to proportion patient memories and testimonials, while we see something visible like a video, it’s hard to argue with the proof. This makes video a really credible and exciting format to look at and have interaction with
Running Head:
MARKETING 2
MARKETING 2
Marketing
Student’s name
Institution
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The aging of the population is typically seen as a bad thing from an economic perspective. Taken in the long perspective, it becomes clear that caring for an aging population does not have to be expensive, and that older people may be a valuable resource for the economy and society when they are in good health and active. Compared to conventional cost drivers like price rise and technological innovation, population ageing has a minor and gradual impact on health spending projections. Because of the aging population, there will be a rise in the need for long-term care, although this will come from a low base and will not have a significant influence on expenditure projections. Informal long-term care, which is not included in international statistics, has a higher economic cost. People in their 60s and 70s are not the only ones who continue to contribute to society and the economy after they have reached their formal retirement age.
People’s health and well-being will be compromised as they become older, necessitating tough decisions about end-of-life care. Decisions about one’s health and medical treatment are extremely delicate, and as a result, the greatest legal protections are required. When it comes to a person’s health care, the legislation is quite restrictive in terms of who can engage in the care related talks. Power of attorney, will, living will, and last wishes are among the legal papers that elderly people need to have in order to ensure that their loved ones do not have to deal with the burden of preparing their funerals after they die.
Access to treatment and the quality of that care may have a significant impact on a person’s overall health, and these are all factors that healthcare policy can influence (Clark, 2021). Patients’ disposable cash and state coffers have been squeezed by the rising expense of healthcare. Since Medicare and Medicaid were established in 1965, the Affordable Care Act has been the most significant health care legislation in the United States. Comprehensive reforms were made to increase access, cost, and quality of health care by implementing the law.
To increase coordination and integration throughout the continuum of care, especially for fragile older persons, health systems are increasingly implementing effective care management programs to help manage the needs of the senior population. Registered nurses (RNs) and social workers are often recommended in various models of care to help with these tasks (Butler, 2021).
A health care organization is a company that provides products and services to healthcare professionals, such as nurses and physicians. The primary goal of these organizations is to deliver health care services at a reduced cost and in greater quantity so that they may also be available to a large number of members. Implementing recommended policies for aged healthcare would need a coordinated effort among individuals, institutions, and resources to provide care for those who need it.
To achieve both reforming the healthcare delivery system and expanding coverage, both must be done in tandem. The problem of underuse of effective treatment is particularly acute among the uninsured, and coverage extension is essential to addressing this issue. The value of health care can only be increased via better care and lower costs, and this can only be achieved through successful payment and delivery reforms. As health insurance becomes more accessible and beneficial as a result of these changes, an increasing number of people in the United States will opt to buy it.
This includes aspects like wealth, educational attainment and the safety and well-being of the community in which we reside as well as the length of time we are able to remain healthy. These factors have an impact on our capacity to make healthy choices, afford medical treatment and housing, manage stress, and more (Mirel, 2018). Long and healthy lives are built on a foundation of social and economic opportunity, such as decent schooling, steady employment, and strong social networks. When it comes to things like housing, education, childcare, food, and health care, for example, having a job influences our choices. Having fewer options and being unable to build up money and assets, on the other hand, makes it more difficult to weather economic storms.
Measures to enhance social and economic variables are often overlooked when it comes to improving health, but this is a mistake because these factors can have an even bigger influence on health over time than strategies to increase health habits. Across the United States, people of areas that have been shut off from investments or discriminated against face significant disparities in social and economic possibilities. Children and young people of color are disproportionately affected by these inequalities.
References
Clark, P. G. (2021). Public policy in the United States and Canada: Individualism, familial obligation, and collective responsibility in the care of the elderly. In The Remainder of their Days (pp. 13-48). Routledge.
Mirel, L. B., & Carper, K. (2018). Trends in health care expenditures for the elderly, age 65 and older: 2001, 2006, and 2011.
Butler, A., Oldman, C., & Greve, J. (2021). Sheltered housing for the elderly: Policy, practice and the consumer. Routledge.
