Marketing Plan


To prepare for this assignment, read this week’s required article by Firshein (1996). For your Final Project, you will compile the work you have completed throughout the course to develop a 10- to 15-page marketing plan that supports the goals of a strategic plan for a real-world healthcare organization, incorporating instructor and peer feedback as appropriate. The Marketing Plan must contain the following sections:


Executive Summary


Provide a brief summary of the marketing plan.




State the objectives of the strategic plan.


Explain how your marketing plan will achieve specific objectives and support the organization’s business plan and strategic plan.


Market Analysis

Describe the organization’s products and services


Explain how these products and services meet the needs of the organization’s determined customer base.


Include relevant aspects from the SWOT analysis you conducted in Week Two.


State the competitive advantage your plan provides.


Environmental Analyses


Internal: Include an analysis of the role of leadership and employees, the communication processes, and the culture of the workplace.


External: Include an analysis of socioeconomic, legal, ethical, political, and technological factors that could affect the organization.


Describe how data, based on the quadrants presented in the Boston Consulting Group Matrix, would apply to your marketing plan.


Marketing Mix


Describe the marketing opportunities and marketing goals for your chosen HCO.


Explain the marketing strategies that are employed in your plan.    


Apply market segmentation to your plan based on the target markets you have identified.


Explain how database marketing was used or why it was not included in your marketing plan.


Plan Evaluation


Discuss methods of performance evaluation and monitoring that will be used to evaluate the success of your chosen healthcare organization’s marketing plan.


Explain why reports for a particular timeframe (weekly, monthly, quarterly) would be important and how you would use feedback in these reports to control the future of your marketing.

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