2-2 Marketing Exercise
Overview: For this task, you will examine how a healthcare organization’s vision, mission, and values are aligned to its marketing goals, and you will recommend marketing strategies to ensure a larger profit for the organization.
Prompt: First consider the following scenario: For 10 years, the ABC pediatric group in Chicago has managed to make a profit, although the market for pediatrics in Chicago is very competitive. The group consists of 15 physicians, 7 nurse practitioners/physician assistants, 27 nurses, and 10 support/administrative/office staff. Although they have been able to maintain a nominal profit each year for the past 10 years, they want to increase their profit margin while continuing to honor the mission, vision, and values of the practice.
To tackle this assignment, you will explain how ABC values support the mission and vision by applying the Teal Trust’s behavioral norms. Based on what you learned about marketing strategies from the course material, you will then make recommendations on how to ensure an increase in profit within such a competitive industry while honoring and maintaining ABC’s mission, vision, and values.
Within a 1- to 2-page paper, you will explain how ABC’s values support its mission and vision, while ensuring a larger profit margin. You will accomplish this by answering the following questions:
• Values/Mission/Vision: How can ABC ensure that their values support their mission and vision? Within this section, you will integrate and apply the Teal Trust’s five behavioral norms presented in Chapter 3 of the Healthcare Marketing: A Case Study Approach textbook.
• Marketing Strategies: What marketing strategies can ABC implement to ensure a larger profit margin for the group and stay true to its mission, vision, and values? You want to be as specific as possible and justify the recommended strategies. Within this section, you will integrate and apply what you learned from the textbooks on marketing strategies. Please do not present your recommendations in the form of bullet points.
Refer to the case study and module resources to support your responses.
Guidelines for Submission: The short paper should follow these formatting guidelines: 1- to 2-pages in length, double spaced, 12-point Times New Roman font, one-inch margins, and citations in APA style.
Textbook: Healthcare Marketing: A Case Study Approach, Chapter 3
Textbook: Essentials of Health Care Marketing, Chapter 3
Proclaiming Your Dream: Developing Vision and Mission Statements
What’s the Difference Between Mission and Vision?
Why don’t patients behave like consumers?
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