Description
FM003: Marketing Opportunities and Challenges: Develop a marketing plan for a healthcare organization.
Assessment Rubric
Rubric Criteria
Needs Improvement
Meets Expectations
Exceeds Expectations
Analysis does not describe, vaguely,
inaccurately, or incompletely
describes or does not describe all of
the following: identification and
general description of the
organization; organization?s mission;
vision; and goals.
Analysis completely,
accurately, and clearly
describes all of the following:
the identification and general
description of the
organization; organization?s
mission; vision; and goals.
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
Analysis does not describe or
unclearly describes the
organization?s key products and
services.
Analysis clearly and
comprehensively describes
the organization?s key
products and services.
Part I: Analysis of a Healthcare Organization?s Strategic Plan
Learning
Objective 1.1:
Describe a
healthcare
organization?s
strategic plan.
Learning
Objective 1.2:
Describe the key
products and
services of a
healthcare
organization.
Learning
Objective 1.3:
? 2021 Walden University
Analysis does not explain, unclearly
or insufficiently explains how the key
products and services align to the
organization?s mission and vision.
Analysis clearly and
sufficiently explains how the
key products and services
Analysis describes some
additional unique aspect
of the strategic plan that
further exemplifies its
focus and mission.
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
Analysis describes in
greater detail one of the
key products or services
for which this organization
is most noted and explains
its relevance to the
organization?s mission.
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
1
Rubric Criteria
Explain how key
products and
services align with
the organization?s
mission and vision.
Learning
Objective 1.4:
Describe the
marketing
opportunities for an
organization.
Learning
Objective 1.5:
Describe the
market for a
healthcare product
or service.
? 2021 Walden University
Needs Improvement
Analysis does not describe,
describes fewer than three or
inaccurately or unclearly describes
three marketing opportunities for the
organization.
Or marketing opportunities do not
align with the company?s strategic
plan and/or does not leverage
organizational strengths and
capacity.
Analysis does not identify or
inadequately identifies the market
demand for a specific product or
service and/or who the product or
service is being marketed to.
Analysis does not identify, identifies
fewer than two, or inadequately
identifies two special considerations
related to the market.
Meets Expectations
align to the organization?s
mission and vision.
Analysis clearly and
accurately describes at least
three marketing opportunities
for the organization.
Exceeds Expectations
Analysis also explains the
competitive
advantage/positioning of
the most noted product or
service.
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
Marketing opportunities align
with the company?s strategic
plan and leverages
organizational strengths and
capacity.
Analysis describes more
than three marketing
opportunities for the
organization.
Analysis identifies the market
demand for a specific product
or service as well as the
target market to which the
product or service is
marketed.
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
With an eye to marketing
efforts, the analysis
adequately identifies two
special consideration to take
into account regarding this
market.
Analysis identifies one
internal and one external
threat the organization
may need to take into
account in this market and
explains why these threats
are relevant.
2
Rubric Criteria
Learning
Objective 1.6:
Describe key
competitors of a
product or service.
Learning
Objective 1.7:
Explain how a
product or service
differs from
competitors.
Learning
Objective 1.8:
Describe how a
product or service
fits into an
organization?s
strategic plan.
Rubric Criteria
? 2021 Walden University
Needs Improvement
Analysis does not describe,
describes fewer than three, or
inadequately describes three key
competitors, where they are located,
market saturation, target market,
and/or considerations regarding this
market.
Meets Expectations
Analysis adequately
describes at least three key
competitors, where they are
located, market saturation,
target market, and
considerations regarding this
market.
Analysis does not explain, explains
Analysis adequately and
fewer than two differentiators, or
clearly explains at least two
inadequately or vaguely explains two differentiators.
differentiators.
Analysis clearly and
Analysis does not explain or vaguely accurately explains why and
or inaccurately explains a rationale
how these differentiators
for any competitive advantage.
might provide a competitive
advantage.
Analysis does not describe, vaguely Analysis clearly and
or inaccurately describes how a
accurately describes how a
product or service fits into an
product or service fits into an
organization?s strategic plan.
organization?s strategic plan.
Exceeds Expectations
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
Analysis describes more
than three competitors
and explains why they are
key competitors.
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
Analysis explains more
than two differentiators.
Analysis demonstrates the
same level of achievement
as ?Meets,? plus the
following:
Analysis describes how
the product or service
supports the mission of
the organization.
Needs Improvement
Meets Expectations
Exceeds Expectations
3
Part II: Marketing Plan
Section 1: Place of Service and Channels of Distribution
Learning
Marketing plan does not describe, or
Objective 2.1.1:
unclearly or inaccurately describes
how a product or service can be
delivered or offered to its customers.
Describe how a
product or service
can be delivered or
offered to its
customers.
Learning
Objective 2.1.2:
Marketing plan does not evaluate,
insufficiently or unclearly evaluates
benefits and/or constraints to the
organization of its place of service
and/or distribution channel(s).
Evaluate benefits
and constraints of a
healthcare
Marketing plan evaluation does not
organization?s
provide adequate rationale(s).
place of service
and/or distribution
channels.
Marketing plan clearly and
accurately describes how the
product or service can be
delivered or offered to the
customer.
Marketing plan sufficiently
and clearly evaluates benefits
and constraints to the
organization and its
customers of the place of
service and/or distribution
channel(s).
Marketing plan evaluation
explains constraints to the
organization and its
customers of its place of
service and/or of distribution
channel(s).
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan describes
potential distribution
channel or place of
service that would align
with its mission or vision.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan evaluation
describes a potential
distribution change that
might turn a constraint into
a benefit.
Marketing plan evaluation
provides rationale for why
these constraints might
impact the organization in the
future.
? 2021 Walden University
4
Learning
Objective 2.1.3:
Describe trends
that could impact
place of service
and/or distribution
channel(s).
Learning
Objective 2.1.4:
Explain how
technology is
impacting delivery
of a product or
service.
Learning
Objective 2.1.5:
Describe how
distribution
channels or place
of service relate to
the strategic plan.
? 2021 Walden University
Marketing plan does not describe,
describes fewer than two, or
insufficiently describes two trends
that might impact the current place
of service and/or distribution
channel(s).
Marketing plan sufficiently
describes at least two trends
that might impact the current
place of service and/or
distribution channel(s).
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan provides a
rationale for each trend.
Marketing plan provides a rationale
for one but not both trends identified.
Marketing plan does not explain,
explains fewer than two, or vaguely
explains two examples of how
technology is impacting the product
or service.
Marketing plan describes
a potential trends-based
distribution change that
might impact the
organization in the future.
Marketing plan clearly
explains at least two
examples of how technology
is impacting the product or
service.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan does not explain or
vaguely or inaccurately explains how
technology might impact the concept
of place.
Marketing plan clearly and
accurately explains how
technology might impact the
concept of place.
Marketing plan does not describe or
unclearly or vaguely describes how
distribution channels or place of
service relate to the strategic plan.
Marketing plan clearly and
specifically describes how
distribution channels or place
of service relate to the
strategic plan.
Marketing plan explains
more than two examples
of how technology is
impacting the product or
service.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan does not provide or
provides an insufficient rationale for
each trend.
Marketing plan describes
how place of service or
distribution channels
5
Section 2: Pricing and/or Contracting Strategies
Learning
Marketing plan does not describe,
Objective 2.2.1:
describes fewer than two
pricing/contracting strategies applied
Describe pricing
by the organization.
and contracting
strategies apparent Marketing plan does not substantiate
in this healthcare
or unclearly or insufficiently
organization.
substantiates a rationale for use of
these strategies by the organization.
Learning
Objective 2.2.2:
Explain how price
might be a strategic
issue for the
organization.
Learning
Objective 2.2.3:
? 2021 Walden University
Marketing plan does not explain,
explains fewer than two connections
between pricing strategies and the
organization?s strategic planning.
Marketing plan insufficiently or
inaccurately explain the connections
between price and the market, such
as when price sensitivity is an issue,
why patients may not be price
sensitive, and who is the target
market.
Marketing plan does not explain or
explains fewer than two current
trends in healthcare that are
relate to the strategic plan
in at least three different
instances.
Marketing plan describes at
least two pricing/contracting
strategies applied by the
organization.
Marketing plan provides a
clearly and sufficiently
substantiated rationale for
use of these strategies by the
organization.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan explains at
least two connections
between pricing strategies
and the organization?s
strategic planning.
Marketing plan provides a
brief historical insight on
this organization?s
pricing/contracting
strategies.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan explains at
least two current trends in
healthcare that are impacting
Marketing plan explains
more than two
connections between
pricing strategies and the
organization?s strategic
planning as well as
provides a rationale for
why these strategies align
to strategic planning.
Marketing plan
demonstrates the same
level of achievement as
6
Explain how current
trends in healthcare
are impacting
pricing strategies
for a product or
service.
impacting pricing strategies within
the organization.
pricing strategies within the
organization.
?Meets,? plus the
following:
Marketing plan unclearly and/or
insufficiently explains why these
trends are impacting pricing.
Marketing plan clearly and
sufficiently explains why
these trends are impacting
pricing and what that impact
is.
Learning
Objective 2.2.4:
Marketing plan does not analyze,
analyzes fewer than two, or
unclearly or inaccurately analyzes
two effects of competition on the
pricing of the product or service.
Marketing plan clearly and
accurately analyzes at least
two effects of competition on
the pricing of the product or
service.
Marketing plan explains
more than two current
trends in healthcare that
are impacting pricing
strategies within the
organization.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Analyze how
competition is
impacting pricing of
a product or
service.
Section 3: Promotional Strategies and Techniques
Learning
Marketing plan does not describe or
Objective 2.3.1:
describes fewer than three different
promotional strategies (other than
Describe
social media) for a healthcare
promotional
product or service.
strategies for a
Marketing plan does not provide a
product or service.
rationale for each promotional
strategy or provides an insufficient or
invalid rationale for the strategies.
? 2021 Walden University
Marketing plan analysis
explains one strategy the
organization could use or
does use to mitigate
competition in terms of
pricing.
Marketing plan describes at
least three different
promotional strategies (other
than social media) for a
healthcare product or service.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan provides a
valid and sufficient rationale
for each strategy.
Marketing plan describes
more than three different
promotional strategies
(other than social media)
7
Learning
Objective 2.3.2:
Explain the
advantages and
potential
disadvantages of
each strategy.
Learning
Objective 2.3.3:
Describe how
social networking
could be tapped to
engage customers
for this product or
service.
Marketing plan does not explain,
explains fewer than three
advantages and/or fewer than three
possible disadvantages, or vaguely
or inaccurately describes three
advantages and three possible
disadvantages of each strategy.
Marketing plan clearly and
accurately explains at least
three advantages and at least
three potential disadvantages
of each strategy.
for a healthcare product or
service.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan does not describe or
vaguely or inaccurately describes
how social networking could be
tapped to engage customers for this
product or service.
Marketing plan clearly and
accurately describes how
social networking could be
tapped to engage customers
for this product or service.
Marketing plan explains
how one disadvantage of
a promotional strategy
might be mitigated.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan does not provide or
provides fewer than three different
social media strategies for promoting
a healthcare product or service.
Marketing plan provides at
least three different social
media strategies for
promoting a healthcare
product or service.
Marketing plan describes
more than three different
social media strategies for
promoting a healthcare
product or service.
Marketing plan does not provide or
provides an invalid or insufficient
rationale for each strategy.
Section 4: The Marketing Budget
Learning
Marketing plan does not
Objective 2.4.1:
hypothesize, hypothesizes
categories of costs of marketing
Hypothesize
fewer than three, or unclearly and/or
categories of costs insufficiently hypothesizes
? 2021 Walden University
Marketing plan provides a
valid and sufficient rationale
for each strategy.
Marketing plan clearly and
sufficiently hypothesizes
categories of costs of
marketing at least three
promotional strategies.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
8
of marketing
promotional
strategies.
categories of cost of marketing three
promotional strategies.
Learning
Objective 2.4.2:
Marketing plan does not analyze or
analyzes fewer than two current
trends that are impacting marketing
budgets within the healthcare
business unit of focus.
Marketing plan analyzes at
least two current trends that
are impacting marketing
budgets within healthcare
business unit of focus.
Marketing plan analysis does not
provide or provides an insufficient
rationale for the influence of these
trends on marketing budgets.
Marketing plan analysis
provides a sufficient rationale
for the influence of these
trends on marketing budgets.
Analyze impact of
current trends on
marketing budgets.
Marketing plan does not clearly and
sufficiently cover the categories of
costs/expenses.
Marketing plan clearly and
sufficiently covers the
categories of costs/expenses.
Section 5: Evaluation of the Effectiveness of a Marketing Plan
Learning
Marketing plan does not describe or Marketing plan describes at
Objective 2.5.1:
describes fewer than three variables least three variables in
in creating an approach for
creating an approach for
Describe variables
evaluating the effectiveness of a
evaluating the effectiveness
healthcare marketing plan.
of a healthcare marketing
in creating an
approach for
plan.
evaluating the
Variables poorly evaluate the
Variables accurately evaluate
effectiveness of a
effectiveness of a healthcare
marketing plan.
the effectiveness of a
healthcare
marketing plan.
healthcare marketing plan.
? 2021 Walden University
Marketing plan
hypothesizes a strategy
for determining a
marketing budget for the
product or service
discussed and includes a
rationale for the strategy.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan analysis
includes more than two
current trends that are
impacting marketing
budgets within the
healthcare business unit
of focus.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan includes
more than three variables.
9
Learning
Objective 2.5.2:
Develop
measurements that
indicate marketing
effectiveness for
this product or
service.
Learning
Objective 2.5.3:
Compare data
sources that can
inform outcomes of
marketing activities
regarding this
product or service.
? 2021 Walden University
Marketing plan does not develop,
develops fewer than two or
unclearly, vaguely or inaccurately
develops two specific measurements
that indicate marketing effectiveness
for the product or service.
Marketing plan clearly and
accurately develops at least
two specific measurements
that indicate marketing
effectiveness for the product
or service.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Marketing plan does not compare
compares fewer than three data
sources that can inform outcomes of
marketing activities regarding this
product or service.
Marketing plan compares at
least three data sources that
can inform outcomes of
marketing activities regarding
this product or service.
Marketing plan clearly and
accurately describes more
than three specific
measurements that
indicate marketing
effectiveness for the
product or service.
Marketing plan
demonstrates the same
level of achievement as
?Meets,? plus the
following:
Data sources do not effectively
inform outcomes of marketing
activities.
Data sources effectively
inform outcomes of
marketing.
Marketing plan compares
more than three data
sources.
10
Overview
In this Assessment, you will analyze your company?s strategic plan or a
healthcare organization with which you are familiar. Based on the strategic
plan, you will develop a marketing plan for one product/service that is part of
the company?s strategic plan.
This Assessment requires submission of one (1) document that includes all
parts of the Assessment. Save this file as FM003_firstinitial_lastname (for
example, FM003_J_Smith).
You may submit a draft of your assignment to the Turnitin Draft Check area
to check for authenticity. When you are ready to upload your completed
Assessment, use the Assessment tab on the top navigation menu.
Instructions
Before submitting your Assessment, carefully review the rubric. This is the
same rubric the assessor will use to evaluate your submission and it provides
detailed criteria describing how to achieve or master the Competency. Many
students find that understanding the requirements of the Assessment and
the rubric criteria help them direct their focus and use their time most
productively.
Rubric
DEVELOPMENT OF A MARKETING PLAN FOR A HEALTHCARE ORGANIZATION
In this Assessment, you will prepare a marketing plan for a product or service
of the healthcare organization you selected. If possible, this should be a
healthcare organization for which you work. If that is not viable, look online at
other healthcare organizations for which information is available. This
marketing plan must take into consideration and demonstrate alignment to
that organization?s strategic plan. It should take into consideration the
competitors and where the competitors are located. Keep in mind that
product is one of the traditional ?4 Ps? of marketing: product, price, place, and
promotion?a mix that is the foundation of a customer-focused approach to
marketing products and services.
Access the following to complete this Assessment:
?
?
Use the APA course paper template available here
Download the Writing Checklist to review prior to submitting your
Assessment.
This assessment has two-parts. Click each of the items below to complete this
assessment.
Part 1: Analysis of a Healthcare Organization?s Strategic Plan
Locate and analyze a healthcare organization?s strategic plan. Based on the
strategic plan, select one product or service in which to focus your marketing
plan.
Create a summary of your analysis as follows (4?5 pages):
?
?
?
?
?
?
?
Provide an overarching description of the healthcare organization,
including the organization?s strategic plan, which also includes the
organization?s mission, vision, and goals.
Briefly describe key products and services of this organization. Explain
how these align to the organization?s mission and vision. Note: It is not
necessary to include every product and service. Focus on key offerings.
Describe the marketing opportunities for the organization based on the
organization?s strategic plan.
Describe one product or service on which to focus your marketing plan.
Provide an overview of the market for this product or service including
two special considerations you might take into account related to this
market. Who are you marketing to?
Describe at least three key competitors and where they are located.
Explain how this product or service differs from at least two competitors?
offerings.
Describe how this product or service fits into the organization?s strategic
plan.
Part 2: Marketing Plan
Create a marketing plan that includes the following five sections:
Section 1: Place of Service and Channels of Distribution
After the analysis of the market has been completed, and with your product
or service in mind, the marketing plan must address who the services are
being sold to, what the potential reimbursement levels are, and what
organization will contract with the healthcare facility for the services. For a
product or service to reach its target market, it actually has to get to the
market or the market has to get to it?to the place of service. ?Place? is
another of the 4 Ps. Determining workable places of service and/or effective
distribution channels is an ongoing challenge in the healthcare market.
Current trends, changes in policy, and technological advances have all
contributed to altering the landscape of distribution. For example,
prescriptions that used to require face-to-face interaction can be ordered
online and delivered by mail. How does that cost-saving fact impact the
pharmacy services of a healthcare organization? What can the organization
do to encourage its customers to take advantage of this alternative means of
distribution? New and different channels of distribution are evident in all
areas of healthcare.
In 3?4 pages of your marketing plan:
?
?
?
?
?
Describe one way the product or service can be delivered or offered to its
customers.
Evaluate the benefits and constraints of this distribution.
Describe trends that are impacting or might impact this distribution
channel or place of service.
Explain how technology is impacting delivery of this product or service.
How might technology impact the concept of place?
Describe how channels of distribution or place of service relate to the
strategic plan.
Section 2: Pricing and/or Contracting Strategies
In today?s healthcare landscape, there are multiple payers with multiple price
points of their own. Many managed care organizations, as well as CMS, are
creating discounted bundle payment structures. In the marketing plan, the
healthcare facilities must understand what their bottom price point is so the
facility can decide in what contracting opportunities they want to participate.
How is the product or service priced? Pricing in healthcare is not a matter of
?sales, discounts, and specials.? Many complex considerations come into play.
Pricing in this industry involves various and sometime sophisticated
contracting and managed care strategies. Increasingly, with high-deductible
health plans, pricing is critical to the customer and becomes a strategic issue
for the healthcare organization. Price is another of the 4 Ps.
In a 2?3-page section of your marketing Plan:
?
?
?
?
Describe pricing and contracting strategies apparent in this healthcare
organization.
Explain how price might be a strategic issue for the organization. Provide
rationale as to why price might align with strategic planning.
Explain how current trends in healthcare are impacting pricing strategies
for the product or service on which you are focused.
Analyze how competition is impacting pricing of the product or service
on which you are focused.
Section 3: Promotional Strategies and Techniques
Promotion is the fourth ?P? addressed in this Assessment. Consider: Your
healthcare organization has a product or service to offer. You are very familiar
with the strategic plan of the organization. You know its mission, vision, and
goals. Now, as a marketing advisor, how are you going to use promotional
media to advance your cause? Promotional strategies have to be carefully
and sensitively targeted in areas such as television and radio, print and webbased, and social media. They reflect the organization as well as the customer
or, in most cases, many different customers.
In 3?4 pages of your marketing plan:
?
?
?
Describe three promotional strategies other than social media that you
would use to promote the product or service in order to attract
consumers. Keep in mind that the market you are in has everything to do
with determining appropriate marketing strategies. For each marketing
technique you suggest, include a rationale for why it is appropriate for
the intended market.
Explain at least three advantages of each strategy and at least three
possible disadvantages.
Describe how social networking could be tapped to engage customers
for this product or service. Provide examples of at least three different
social media strategies.
Section 4: The Marketing Budget
Once promotional strategies have been determined, the costs of these
initiatives must be moved into the budget. In some cases, a strategy will
prove to be too costly and will need to be reconsidered.
In 2?3 pages of your marketing plan:
?
?
Hypothesize categories of costs/expenses that would have to be reflected
in the budget for each of the three promotional strategies you suggested
in Section 3 (for example, printing, mailing, consulting and advertising
costs, market research, publicity, sales efforts, etc.) Include both in-house
and external expenses. Note: You are not expected to attach dollar
amounts.
Analyze the impact of at least two current trends on marketing budgets
of the business unit on which you are focused including the influence of
these trends on marketing budgets.
Section 5: Evaluation of the Effectiveness of a Marketing Plan
Any marketing plan must include a plan for evaluating its effectiveness. In an
authentic situation, the evaluation plan is developed up front, and the
evaluation(s) take place at specified intervals once the plan is implemented.
The evaluation is critical for ensuring that marketing dollars are well spent.
For example, if it is proven after an appropriate period of time, with decision-
making parameters set, that monthly mailings are ineffective and do not
warrant the cost, you will likely look at other promotional strategies and put
the money to better marketing use. Every good marketing plan has to look at
ROI, return on investment, to determine if dollars spent are benefiting the
healthcare organization. How else would you know if a marketing plan is
viable?
In 2?3 pages of your marketing plan, and with your product or service in
mind:
?
?
?
Describe at least three variables that must be taken into account when
creating an approach for evaluating the effectiveness of a healthcare
marketing plan.
Develop two specific measurements that indicate marketing
effectiveness for this product or service.
Compare three data sources that can inform outcomes of marketing
activities regarding this product or service.
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