HSA 505 Week 3 Assignment: Product Development

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Health services continue to affect the gross domestic product, and this dramatic transformation has great demands on each dollar spent to deliver patient-centered products. Health care marketing must be repeatedly applied and practiced strategically to include environmental dimensions, such as technology, socioeconomics, competition, and regulatory.

That being said, in today’s global economy, investors and potential entrepreneurs must tap into the so-called “unexplored” market. In this aspect, health care establishments must utilize marketing, advertising, as well as sales strategies when pursuing new customers (e.g., suppose a health care investor wanted to build a small hospital in a rural community); this would entail exploration and logistical experimentation to determine who will patronize the facility. In an impoverished neighborhood, the feasibility of having lucrative profits may see diminishing returns, and so the venture may be not worth the effort. Also, suppose that the potential investor wants to sell mosquito deterrents (e.g., bedside netting in malaria-infested regions of Asia or Africa); then it would be wise to investigate the number of beds that are actually in the village, and who would be willing to purchase them. These activities take into account the investor portfolio, as well as the feasibility of marketing and selling the product. Such explorationalso examines competitors, cultural differences, and—most important—identification of the customer.

Identify a local health care establishment (e.g., hospital, rehabilitation center, emergency medical center) and determine its product development practices. Utilize concepts from previous weeks to substantiate information, as needed. You may develop the discussion based on the ideas presented here, but feel free to inject any salient marketing strategy that you believe might support your presentation.

Write a three to four(3-4) page paper in which you:

Justify the purpose of the selected health care establishments’ product(s) /service(s) and their associated life cycle(s).

Suggest one (1) strategy to improve the marketing mix of the selected health care establishment. Support your strategy by highlighting one (1) benefit of (1) portfolio analysis and providing two (2) examples that display differential advantages.

Assess the importance of technology in providing patients with clear and accessible information about health care organizations and the product(s) / service(s) that they provide.

Outline a survey to capture patients’ expectations regarding the delivery and/or accessibility of product(s) /service(s) identified.

Use at least three (3) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

Analyze how products evolve through the four stages of the product life cycle.

Determine the appropriate product succession planning efforts of health care services.

Examine the marketing research process and market segmentation strategies in the health care industry.
Evaluate marketing research tools involved in the marketing process.

Use technology and information resources to research issues in health services strategic marketing.
Write clearly and concisely about health services strategic marketing using proper writing mechanics.

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HSA 505 Week 4 Assignment: Case Study 1 Revitalizing a Brand

Read the case study titled “Revitalizing a Brand”, located in the online course shell. Use the Internet or Strayer databases to research the branding and communication strategies of one (1) health services organization that is similar to the health services organizations mentioned in the case study.
Write a four to six (4-6) page paper in which you:

Describe the current marketing communication, identity, and brand position of Plaza Home Health Services.
Conduct a Strengths Weaknesses Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services.
Assess the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position).
Compare branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Determine whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Provide a rationale and support for your response.

Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

The specific course learning outcomes associated with this assignment are:
Examine the marketing research process and market segmentation strategies in the health care industry.
Analyze business planning based on an analysis of domestic and global operating environments, market dynamics (supply and demand), commercialization, and product-market expansion.

Explain how branding strategies apply to the health care market for existing and new products.
Determine the marketing communications strategy used in health care services.
Use technology and information resources to research issues in health services strategic marketing.
Write clearly and concisely about health services strategic marketing using proper writing mechanics.

HSA 505 Week 7 Case Study 2: Stopping Outshopping

Due Week 7 and worth 220 points

Read the case study titled “Stopping Outshopping”, located in the online course shell. Then, use the Internet or Strayer databases to research similar marketing strategies in the health care industry.

Write a four to six (4-6) page paper in which you:

1. Based on the textbook’s summary of Timothy’s philosophy of continually striving for excellence, determine whether or not Scarlet Hospital was prepared to compete with the establishment in Salem even before the highway improvement mandated such an upgrade in delivery health care services.

2. Examine the potential lessons that the “Stopping Outshopping” case could teach health care executives about complacency.

3. Evaluate the potential value of Michael Porter’s Five Forces analysis and SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital protect its market share and thus decrease the chance of losing patients to other institutions in Salem.

4. Appraise the value of the Balanced Scorecard model in its ability to help Scarlet Hospital executives reinforce its defensive marketing strategy.

5. Propose a one (1) page offensive marketing strategy (i.e. communication, branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the table on Salam-based health care providers and improve its competitive marketing position.

6. Use at least five (5) quality academic resources. Note:Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

· Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

· Examine the marketing research process and market segmentation strategies in the health care industry.

· Integrate the SWOT Analysis into viable recommendations to meet the health care services organization’s operating requirements.

· Analyze the components of the balanced scorecard and conduct trend and ratio analysis to assess health strategic marketing.

· Apply Michael Porter’s Five Forces analysis for effective decision making to efficiently utilize health services resources and achieve organizational goals.

· Explain the impact that the population and societal, competitive, and financial forces have on health care services.

· Use technology and information resources to research issues in health services strategic marketing.

· Write clearly and concisely about health services strategic marketing using proper writing mechanics.

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HSA 505 Week 9 Case Study 3

Read the case study titled “Missed Opportunities”, located in the online course shell.

Write a four to six (4-6) page paper in which you:

Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings.

Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.

Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.

Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Justify your response.
Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

The specific course learning outcomes associated with this assignment are:
Evaluate marketing research tools involved in the marketing process.
Formulate competitive market entry strategies based on analysis of global markets that comply to initiatives in the health care industry.

Determine the marketing communications strategy used in health care services.
Use technology and information resources to research issues in health services strategic marketing.
Write clearly and concisely about health services strategic marketing using proper writing mechanics.