28 Jun COURSE PROJECT FINAL PAPER.
Topic: Course Project Final Paper.
Planning and Marketing for Health Services Organizations.
, you will create the components of a research paper, which will be submitted in its entirety in Week 7. The paper will involve researching the demographic profile of a specific market area (for example, where you live), identifying healthcare needs based on that profile, proposing a specific health service or product based on those needs, and developing a basic marketing plan for that service or product.
Part 1: Demographic Site Analysis (Due in Week 3, 30 points)
The demographic site analysis provides a summary of a specific market area. For this paper component, you will choose a specific geographic area (locality, zip code, or census tract) and prepare a demographic profile of the people who live in that area from data available at the website of the U.S. Census Bureau (www.census.gov) or another reputable demographic sources (for example, the local Chamber of Commerce, a state hospital association, or another government source). This profile should provide specific demographic information about the population, including relevant facts and figures. For example, you might include information on population growth, gender, race and ethnicity, education level, marital status, age ranges, or income ranges. If available, you might also include data regarding health characteristics of your market population. Data are sometimes available from local or state health departments or from national health registries (such as the CDC). You are encouraged to include graphs or charts that help describe the demographics of your geographic area (at least one is required).
You will also include a brief overview of the healthcare organizations currently serving this market. Briefly identify and describe the hospitals, clinics, or other healthcare service providers in this area.
After preparing the demographic and market profile, you will then analyze potential healthcare needs that one might anticipate in this geographic area. Your analysis should address the following questions.
What does this demographic profile tell you about potential healthcare utilization and health behaviors?
What does the profile tell you about the needed healthcare services or products?
Are all of these needs currently being met by the existing healthcare organizations? If not, which needs represent a market opportunity?
Part 2: Market Analysis (Due in Week 5, 30 points)
What is your product or service? Try to be as specific as possible.
If your product or service is new, what problem is it designed to solve?
If it is an existing product or service, what is its value for the target market? How is it better than what is already in place?
Is your product or service offered as part of an existing healthcare organization? For example, is it offered as a new or expanded service within a local hospital or clinic, or it is part of a newly formed healthcare organization?
Who is your target market? Try to be as specific as possible.
Describe your target market using demographic, geographic, psychographic, and healthcare variables.
What is the size of the market? Describe the methods used to determine the size of the market.
What are the specific needs of the market, in terms of your product or service?
What trends in the external environment may impact your proposed product or service? Some examples include technological, economic, sociodemographic, legal or regulatory, and environmental trends.
What are the strengths, weaknesses, opportunities, and threats (SWOT) of your product or service? Base this on the needs of your target market and on any applicable trends in the external environment.
Who are the competitors and what are their strengths and weaknesses?
Part 3 Marketing Plan (Due in Week 6, 30 points)
In this final piece of the Course Paper, you will develop a brief marketing plan for your product or service. In this section, you should do the following.
Identify the overall marketing goals.
Identify three to five specific marketing objectives (these should be specific, measurable, achievable, realistic, and have a time element).
Identify specific marketing strategies for achieving these objectives and goals, including
product strategies (what your product will look like);
distribution strategies (how you will distribute the product or service to your target market);
promotion strategies (how you will promote your product or service); and
pricing strategies (how you will price your product or service).
You should clearly articulate how your intended strategies satisfy the needs of your target market.
Your completed course paper will bring together all three previous components, and should incorporate any needed changes based on suggestions or feedback from the instructor. You should also include an introduction to the paper, which previews the components, a conclusion to the paper, and a complete Reference Listing/Bibliography at the end of the paper. The total research paper should be 2100-3400 words in length, with 10 references.
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