Assignment
Overview
According to Grano (2017), "unlike many marketing disciplines, professional healthcare marketers have a unique opportunity that extends beyond traditional marketing strategies and tactics. Healthcare marketing communications campaigns may very well change - or even save - a life." As a health care professional, it is extremely important to have a notable understanding of marketing trends and challenges (or problems), as this is a key driver of the health of your organization.
Grano, J. (2017). Healthcare marketing: Impacting lives and building engagement.
Case
For your Case assignment, you will review healthcare marketing trends, challenges, and the Marketing Mix Theories (4P's & 4C's). Review the following articles:
Trends:
Smith & Jones. (2017). 2018 healthcare marketing trends and playbook: Eight emerging trends and how you can leverage them now.
Resnick. L.R. (2017). Six healthcare marketing trends for 2018. Managed Healthcare Executive.
Challenges/Problems:
Orchard, C. (2015). 8 challenges to customer-driven healthcare. Harvard T.H. Chan School of Public Health.
Jaworski, B., Malcolm, R., & Morgan, N. (2016). 7 big problems in the marketing industry. American Marketing Association.
4 P's/4 C's of Marketing:
Whats and Hows. (2016). What is the Marketing Mix - The 4Ps & 4Cs. [Youtube Video].
Task
After reviewing the articles above and conducting your own research, complete the following in a 3- to 4-page paper (read all the instructions before beginning):
1. Select 2-3 challenges/problems with health care marketing and complete the following in 2 pages:
1. Identify the selected challenges/problems and explain associated negative effects on a potential health care organization.
2. Identify how your selected challenges/problems are related to the 4P's and 4C's of marketing from a health care perspective.
2. Select 2-3 trends that you believe will assist in alleviating the 2-3 selected challenges/problems and complete the following in 1-2 pages:
1. Explain your trends and how these trends will improve your selected challenges.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.