Healthcare marketing is a multidisciplinary area of public health practice. This approach draws from traditional marketing theories and principles, adding evidence-based strategies focused on prevention, intervention, and health promotion. It involves the creation, communication, and delivery of health information to diverse populations. As a healthcare professional, you will be asked to participate in the marketing process, and, as you will learn throughout the course, there are various elements of a healthcare marketing plan.
The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan. The project is divided into three 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, Five, and Seven. The final product will be submitted in Module Nine.
In this assignment, you will demonstrate your mastery of the following course outcomes:
Prompt
For the final project, you will develop a marketing and communication plan for Bellevue Hospital. In your plan, you will analyze the healthcare organization, propose a new service, and develop marketing strategies for this proposed service and identified target market. In addition, you will develop strategies to effectively communicate your marketing plan to the internal and external stakeholders, to drive collaboration in the implementation of the plan. To begin, you will review NYC Health + Hospitals/Bellevue. You will use this organization as the base of your final project. Then, review the Bellevue Community Needs Assessment (2019). This needs assessment will inform decisions you make in your marketing and communication plan around the service you propose, your target market, and the marketing strategies you develop.
Resource:
Community Health Needs Assessment (CHNA) and implementation strategy plan. NYC Health & Hospitals. (2019). https://www.nychealthandhospitals.org/publications-reports/2019-community-health-needs-assessment/
Specifically, the following critical elements must be addressed. Most of the critical elements align with a particular course outcome (shown in brackets).
Milestones
Milestone One: IntroductionIn Module Three, you will provide an introduction to the healthcare organization (Bellevue Hospital) that is the basis of your marketing and communication plan. You will describe the organization’s current services; explain how the organization’s mission, vision, and goals serve its stakeholders; and identify its current target market. This milestone will be graded with the Final Project Milestone One Rubric.
Milestone Two: Situational AnalysisIn Module Five, you will conduct a full situational analysis to identify the internal and external market factors that impact Bellevue Hospital, propose a service to market for the organization, and generate a marketing goal for this proposed service. This milestone will be graded with the Final Project Milestone Two Rubric.
Milestone Three: Marketing and Communication StrategiesIn Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the service you are proposing for the hospital. This milestone will be graded with the Final Project Milestone Three Rubric.
Final Submission: Marketing and Communication PlanIn Module Nine, you will submit your final project. 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 submission will be graded with the Final Project Rubric.
12 pages