Develop a marketing communication plan.
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Assignment Details
Health care organizations need to be able to understand and reach their stakeholders. Stakeholders are anyone or an organization that has a stake in the success of the organization. For health care marketers, the primary stakeholders they tend to focus on are potential patients or consumers, sources of referral, and vendors that give that they do business with. Health care organizations need to communicate their message to the stakeholders. This would include the services they provide and why they would be the best option for these services.
Choose a health care organization of your choice. Research the type of organization and who the organization’s stakeholders would be. This should include patients, referral sources, vendors, and so on. Consider how this organization would communicate with and market itself to the stakeholders.
Develop a marketing communication plan.
Start by providing a brief introduction to what a marketing framework is. Include the following to explain each area of the communication plan:
Briefly describe the organization and a minimum of 3 services that it provides.
Discuss what type of needs assessment the organization should perform to determine the needs of the stakeholders.
Describe the target audience assessment.
Describe 3–4 approaches to communicating and marketing to this group, specific to the type of services provided. This could be building relationships with referrals, outreach, education, advertising, public relations, and so on.
Provide an analysis of the competition.
Write a short conclusion that ties it all together.
Submitting your assignment in APA format means, at a minimum, you will need the following:
Title page: Remember the running head. The title should be in all capitals.
Length: 5 pages minimum
Abstract: This is a summary of your paper, not an introduction. Begin writing in third person.
Body: This begins on the page following the title page and abstract page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics, except as required for APA-level headings and references. The deliverable length of the body of your paper for this assignment is 5 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
Reference page: References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hanging indent, italics, and uppercase and lowercase usage as appropriate for the type of resource used. Remember, the Reference page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.
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