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Healthcare marketing communication plans provide a roadmap that healthcare organizations can follow as this function is executed within organizations. So far, you have completed sections related to a theory in marketing communication, the stakeholder analysis, SWOT analysis, crisis communications plan, SMART objectives, and target audience segmentation profile. Now, itâ€™s time to put these all together in a comprehensive marketing communications plan.
Your plan needs to include the following:
Slide 1: Theory in Marketing Communications â€“ Select a theory that was covered in Week 1 that you think underpins your work. Describe this theory and outline how it relates to your marketing communications plan.
Slide 2: Stakeholder Analysis â€“ On this slide, you will outline information about key stakeholders that matter to your organization. Be sure you integrate the analysis performed during Week 2. Make sure you also weave information from Week 2â€™s cross-cultural communication assessment into your work.
Slide 3: SWOT Analysis â€“ Identify the strengths, weaknesses, opportunities, and threats that influence your marketing communications plan. The recommendation is to have three areas for each SWOT element. This was covered in Week 4.
Slide 4: Marketing Mix â€“ The four Ps of the marketing mix are product, place, price, and promotion. In this step, you will provide information that describes each of the 4Ps for your marketing communications plan.
Slide 5: Marketing Communications Objectives â€“ In this step, you will outline three to five SMART (specific, measurable, achievable, relevant and timebound) objectives. Be sure you craft these objectives so that they include the SMART formula. This was covered in Week 5.
Slide 6: Marketing Communications Audiences â€“ On this slide, you will identify the target audiences you will reach with your plan. Be sure to describe your audience from a demographic, psychographic (lifestyle), and geographic standpoint.
Slide 7: Communications, Marketing, Public Relations Implementation â€“ Create an implementation plan for the communications, marketing, and public relations plan developed in this course. Be sure to include activities, who is responsible for executing these activities, and a timetable for completion. This should include the crisis communications plan you developed in Week 3.
Slide 8: Evaluation and Control â€“ Develop a budget for your marketing expenditures.
Additionally, include evaluation metrics that align with the goals for your marketing communications plan. How will you evaluate the effectiveness of the SMART goals developed for this plan?
Length: 8-12 powerpoint slides, not including title and reference slides.
Resources: Include a minimum of 5 scholarly resources to support your assignment.
Your assignment should demonstrate thoughtful consideration of the ideas and concepts presented in the course by providing new thoughts and insights relating directly to marketing, communications and public relations. Your response should reflect scholarly writing and current APA standards. Be sure to adhere to University’s Academic Integrity Policy.
Diversity and cultural competence in health care [electronic resource] : a systems approach / Janice L. Dreachslin, M. Jean Gilbert, Beverly Malone.
Read Chapter 5: Hallmarks of Cultural Competence in Healthcare Professionals
Read Chapter 12: The Future of Diversity and Cultural Competence in Healthcare
The effectiveness of social marketing in global health: a systematic review.
The handbook of market intelligence : understand, compete and grow in global markets / Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas.
Medical tourism: An emerging global healthcare industry.
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