Why is it difficult for marketing concepts and strategies that are commonly used in other industries to penetrate the health care industry?
Marketing in HealthcareIntroduction to Marketing and Non-Profit MarketingPart 1:For the first Case Assignmentwrite a 2- to 3-page essay in which you discuss marketing challenges in the health care industry and comment upon their level of importance. Specificallyrespond to the following questions:1.Why is it difficult for marketing concepts and strategies that are commonly used in other industries to penetrate the health care industry?2.In your opinion has marketing been truly accepted as a necessity for health care organizations yet or is it still regarded as a luxury?Part 2:Write a 2- to 3-page essay on marketing in the health care environment in the following two-part case scenario:1. Compare and contrast marketing techniques among for profit vs. non-profit organizations.2. Suppose that you are the manager of a start-up health care organization that previously had a for-profit structure but has achieved non-profit status. Describe how you would change your marketing strategy.Assignment ExpectationsYou will be expected to:1. Take a clear position on the issues.2. Provide a scholarly basis for your response.3. Justify your opinions with evidence from the peer-reviewed literature.4. Cite several scholarly references in your essay.5. Properly cite all references in the text of your essay (either in parentheses or in footnotes) as well as at the end.Module 1 SLPASSIGNMENT(2nd Part)Introduction to Marketing and Non-Profit MarketingFor the first component of the Session Long Project* your task is to write a 4- to 5-page essay about a health care organization with which you are involved or are familiar. Specifically your tasks are to select an organization and describe it. Then discuss the main challenges in marketing that organization. For the second part of this SLP your task is to discuss segmentation and target marketing of your selected organization. Be sure to specifically address the following questions:1. How does your selected health care organization segment the market(s) that it serves?2. What is your organizations target market(s)?3. How are your organizations services positioned to meetthe demands of its target market(s)?*Components of the SLP:Module 1: Description of the Organization and Main Marketing Challenges and Segmentation and Target MarketingSLP Assignment ExpectationsYou will be expected to:1. Focus your response to this component of the SLP specifically on the main marketing challenges that the organization faces.2. Apply principles from the background materials in discussing the organization.3. Provide a scholarly basis for your response.4. Justify your opinions with evidence from the literature.5. Cite several scholarly references for this assignment.6. Properly cite your references in the text of your essay as well as at the end.Suggestions: Be sure to gather as much information as you can about marketing within your selected organization as early as possible in the session. The tasks of subsequent components of the SLP require information gathered for the first Module.
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