Internal and external stakeholders of a hospital

Final Project Guidelines and Rubric

Overview Healthcare marketing is a multidisciplinary area of public health practice. This approach draws from traditional marketing theories and principles, adding evidence-based strategies focused on prevention, intervention, and health promotion. It involves the creation, communication, and delivery of health information to diverse populations. As a healthcare professional, you will be asked to participate in the marketing process, and, as you will learn throughout the course, there are various elements of a healthcare marketing plan. The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan. The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final product will be submitted in Module Nine. In this assignment, you will demonstrate your mastery of the following course outcomes:

 IHP-510-01: Analyze internal and external market factors that impact marketing decisions and strategies in a healthcare setting  IHP-510-02: Evaluate ethical issues considered when creating a healthcare marketing plan for alignment with industry criteria  IHP-510-03: Apply fundamental principles of strategic marketing to healthcare organization strategic planning that align to organizational mission and

goals

 IHP-510-04: Evaluate strategic marketing methods used in a marketing plan for their potential to reach specific healthcare audience demographics  IHP-510-05: Recommend communication strategies for effectively collaborating with internal and external stakeholders in the implementation of

marketing plans

Prompt For the final project, you will develop a marketing and communication plan for Bellevue Hospital. In your plan, you will analyze the healthcare organization, propose a new service, and develop marketing strategies for this proposed service and identified target market. In addition, you will develop strategies to effectively communicate your marketing plan to the internal and external stakeholders, to drive collaboration in the implementation of the plan. To begin, you will review NYC Health + Hospitals/Bellevue. You will use this organization as the base of your final project. Then, review the Bellevue Community Needs Assessment (2016). This needs assessment will inform decisions you make in your marketing and communication plan around the service you propose, your target market, and the marketing strategies you develop.

http://www.nychealthandhospitals.org/bellevue/health-care-services/
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389
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Resource:

Bellevue. (2016). Community health needs assessment. New York City Health and Hospitals. Retrieved from http://www.nychealthandhospitals.org/bellevue/community-health-needs-assessment-report/ Specifically, the following critical elements must be addressed. Most of the critical elements align with a particular course outcome (shown in brackets).

I. Introduction: In this section of the marketing plan, you will be describing the current state of the healthcare organization and selected service. A. Describe the mission, vision, and strategic goals of the healthcare organization. [IHP-510-03] B. Describe the current state of the service, using the guidelines of marketing. [IHP-510-01] C. Describe the stakeholders, using the healthcare marketing guidelines. [IHP-510-01] D. Evaluate how the current state of the services aligns with the mission statement, vision statement, and goals of the organization. [IHP-510-03] E. Describe the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors. [IHP-510-04]

II. Situational Analysis: In this section of the marketing plan, you will be conducting a needs analysis to identify and propose a service for the organization.

A. Analyze the internal and external market factors impacting the healthcare organization. [IHP-510-01] B. Propose a service to market for this organization. Include an explanation as to whether it is addressing an opportunity or weakness from the

market factor analysis. [IHP-510-03] C. Develop a marketing goal for the proposed service, applying the SMART goal framework. [IHP-510-03] D. Justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization. [IHP-510-03] E. Analyze the competition for the proposed service. [IHP-510-01] F. Evaluate how the current marketing strategies used by the organization adhere to industry ethical criteria. [IHP-510-02]

III. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet the marketing goal of the proposed service.

A. Select marketing strategies to guide your marketing plan. Be sure that these strategies are aligned to your previously developed marketing goal. [IHP-510-03]

B. Describe areas of the Four and Five Ps that will be addressed in the marketing mix. For example, one consideration might be how the organization will be paid for the service and how the service could be impacted by policy and politics. [IHP-510-01]

C. Describe the target market of the proposed service. For example, consider the geographies, demographics, psychographics, and behaviors of your target market. [IHP-510-04]

D. Explain why the currently used marketing strategies will not meet the needs of the proposed market. [IHP-510-04]

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E. Justify how your proposed marketing strategies are appropriate for your identified target market. [IHP-510-04] F. Explain how ethical criteria were used to guide your selection of marketing strategies. [IHP-510-02]

IV. Communication Strategies: In this section of the marketing plan, you will explain the communication strategies you will use to involve the internal and

external stakeholders of the healthcare organization that will be impacted by the proposed service. (Note that this is unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.)

A. Explain how you will communicate the marketing plan to internal stakeholders. [IHP-510-05] B. Describe how you will share this marketing plan with indirect and direct external stakeholders. [IHP-510-05] C. Justify how these communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan. [IHP-

510-05] D. Explain the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population. [IHP-510-

02]

Milestones Milestone One: Introduction In Module Three, you will provide an introduction to the healthcare organization (Bellevue Hospital) that is the basis of your marketing and communication plan. You will describe the organization’s current services; explain how the organization’s mission, vision, and goals serve its stakeholders; and identify its current target market. This milestone will be graded with the Final Project Milestone One Rubric. Milestone Two: Situational Analysis In Module Five, you will conduct a full situational analysis to identify the internal and external market factors that impact Bellevue Hospital, propose a service to market for the organization, and generate a marketing goal for this proposed service. This milestone will be graded with the Final Project Milestone Two Rubric. Milestone Three: Marketing and Communication Strategies In Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the service you are proposing for the hospital. This milestone will be graded with the Final Project Milestone Three Rubric.

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Final Submission: Marketing and Communication Plan In Module Nine, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.

Deliverables

Milestone Deliverable Module Due Grading

One Introduction Three Graded separately; Final Project Milestone One Rubric

Two Market Analysis Five Graded separately; Final Project Milestone Two Rubric

Three Marketing and Communication Strategies Seven Graded separately; Final Project Milestone Three Rubric

Final Submission: Marketing and Communication Plan

Nine Graded separately; Final Project Rubric

Final Project Rubric Guidelines for Submission: Your analysis paper must be 10 to 15 pages in length (plus a cover page and references) and must be written in APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Include at least 10 peer-reviewed sources that are no more than 5 years old, cited in APA format.

Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value

Introduction: Mission, Vision, and

Goals [IHP-510-03]

Meets all “proficient” criteria plus description provides insight into the mission, vision, and goals of the organization

Describes the mission, vision, and strategic goals of the organization

Describes the mission, vision, and strategic goals of the organization in a way that is incomplete or unclear

Does not describe the mission, vision, or strategic goals of the organization

3.1

Introduction: State of the Service [IHP-510-01]

Meets all “proficient” criteria plus description demonstrates a nuanced understanding of the current state of the service and the marketing framework

Describes the current state of the service using the marketing framework

Describes the current state of the service using the marketing framework, but response is unclear or incomplete, or framework is applied inaccurately

Does not describe the current state of the service using the marketing framework

3.8

5

Introduction: Stakeholders [IHP-510-01]

Meets all “proficient” criteria plus description includes nuanced insights regarding the stakeholder

Describes the stakeholders of the organization using the healthcare marketing framework

Describes the stakeholders of the organization using the healthcare marketing framework in a manner that is unclear, incomplete, or inaccurate

Does not describe the stakeholders of the organization using the healthcare marketing framework

3.8

Introduction: Services Align With

Organization [IHP-510-03]

Meets all “proficient” criteria plus response includes less obvious points of alignment on how the services align with the mission, vision, and goals of the organization

Evaluates how the current state of services aligns with the mission statement, vision statement, and goals of the organization

Evaluates how the current state of services aligns with the mission statement, vision statement, and goals of the organization, but response is unclear or incomplete

Does not evaluate how the current state of services aligns with the mission statement, vision statement, and goals of the organization

3.1

Introduction: Target Market

[IHP-510-04]

Meets all “proficient” criteria plus the description demonstrates deep understanding of the multiple layers of the target market

Describes the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors

Describes the current target market this service focuses on, but explanation is incomplete or unclear

Does not describe the current target market this service focuses on

4.75

Situational Analysis: Market Factors

[IHP-510-01]

Meets all “proficient” criteria plus analysis demonstrates nuanced knowledge of market factors

Analyzes the internal and external market factors impacting the healthcare organization

Analyzes the internal and external market factors impacting the healthcare organization, but analysis is incomplete or unclear

Does not analyze the internal and external market factors impacting the healthcare organization

3.8

Situational Analysis: Propose a Service

[IHP-510-03]

Meets all “proficient” criteria plus explanation demonstrates nuanced understanding of relationship between market factor analysis and proposed service

Proposes a service to market for this organization, explaining whether service is addressing an opportunity or weakness based on market factor analysis

Proposes a service to market for this organization, explaining whether service is addressing an opportunity or weakness based on market factor analysis, but response has gaps in detail, clarity, or logic

Does not propose a service to market for this organization

3.2

Situational Analysis: Marketing Goal

[IHP-510-03]

Meets all “proficient” criteria plus the marketing goal demonstrates keen insight into the application of the SMART goal framework

Develops a marketing goal for the proposed service, applying the SMART goal framework

Develops a marketing goal for the proposed service, applying the SMART goal framework, but goal is incomplete or unclear, or framework is applied inaccurately

Does not develop a marketing goal for the proposed service

3.2

6

Situational Analysis: Alignment of Goal

[IHP-510-03]

Meets all “proficient” criteria plus response addresses complex alignment among goal and organization’s mission, vision, and strategic goals

Justifies the alignment of the marketing goal to the mission, vision, and strategic goals of the organization

Justifies the alignment of the marketing goal to the mission, vision, and strategic goals of the organization, but response is incomplete or unclear

Does not justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization

3.2

Situational Analysis: Competition [IHP-510-01]

Meets all “proficient” criteria plus analysis demonstrates keen insight into the competition of the specific service

Analyzes the competition for the proposed service

Analyzes the competition for the proposed service, but with gaps in detail, clarity, or accuracy

Does not analyze the competition for the proposed service

3.8

Situational Analysis: Ethical Criteria [IHP-510-02]

Meets all “proficient” criteria plus evaluation demonstrates nuanced understanding of ethical criteria

Evaluates how current marketing strategies adhere to industry ethical criteria

Evaluates how current marketing strategies adhere to industry ethical criteria, but with gaps in detail, clarity, or accuracy

Does not evaluate how current marketing strategies adhere to industry ethical criteria

6.3

Marketing Strategies: Strategies

[IHP-510-03]

Meets all “proficient” criteria plus alignments described are more complex

Selects strategies aligned to marketing goals

Selects strategies, but alignment to marketing goals is unclear

Does not select strategies 3.2

Marketing Strategies: Four and

Five Ps [IHP-510-01]

Meets all “proficient” criteria plus description includes nuanced application of the Four and Five Ps

Describes areas of the Four and Five Ps that will be addressed in the marketing mix

Describes areas of the Four and Five Ps that will be addressed in the marketing mix, but descriptions are incomplete, unclear, or illogical

Does not describe areas of the Four and Five Ps that will be addressed in the marketing mix

3.8

Marketing Strategies: Target

Market [IHP-510-04]

Meets all “proficient” criteria plus description demonstrates complex understanding of the elements specific to the target market

Describes the target market of the proposed service

Describes the target market of the proposed service, but description is incomplete or unclear

Does not describe the target market of the proposed service

4.75

Marketing Strategies: Currently

Used Strategies [IHP-510-04]

Meets all “proficient” criteria plus the explanation demonstrates nuanced understanding of the needs of the proposed market

Explains why the currently used marketing strategies will not meet the needs of the proposed market

Explains why the currently used marketing strategies will not meet the needs of the proposed market, but explanation is incomplete, unclear, or illogical

Does not explain why the currently used marketing strategies will not meet the needs of the proposed market

4.75

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Marketing Strategies: Justify

Strategies [IHP-510-04]

Meets all “proficient” criteria plus justifications used demonstrate nuanced understanding of how to apply strategies to proposed market

Justifies how proposed marketing strategies are appropriate for identified target market

Justifies how proposed marketing strategies are appropriate for identified target market, but response is incomplete, unclear, or illogical

Does not justify how proposed marketing strategies are appropriate for identified target market

4.75

Marketing Strategies: Ethical

Criteria [IHP-510-02]

Meets all “proficient” criteria plus explanation demonstrates nuanced application of complex ethical criteria

Explains how ethical criteria were used to guide selection of marketing strategies

Explains how ethical criteria were used to guide selection of marketing strategies in manner that is incomplete or unclear

Does not explain how ethical criteria were used to guide selection of strategies

6.3

Communication Strategies: Internal

Stakeholders [IHP-510-05]

Meets all “proficient” criteria plus explanation demonstrates deep understanding of nuanced needs of internal stakeholders

Explains how to communicate the marketing plan to internal stakeholders

Explains how to communicate the marketing plan to internal stakeholders, but plan is incomplete or unclear

Does not explain how to communicate the marketing plan to internal stakeholders

6.3

Communication Strategies: External

Stakeholders [IHP-510-05]

Meets all “proficient” criteria plus description demonstrates deep understanding of nuanced needs of external stakeholders

Describes how to share this marketing plan with direct and indirect external stakeholders

Describes how to share this marketing plan with direct and indirect external stakeholders, but description is incomplete or unclear

Does not describe how to share this plan with external stakeholders

6.3

Communication Strategies:

Collaboration and Effectiveness of Plan

[IHP-510-05]

Meets all “proficient” criteria plus response demonstrates keen insight into the way communication strategies contribute to the overall effectiveness of the marketing plan

Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan

Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan, but response is incomplete, unclear, or illogical

Does not justify how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan

6.4

Communication Strategies: Ethical

Criteria [IHP-510-02]

Meets all “proficient” criteria plus explanation demonstrates deep understanding of nuanced decisions to communicate with stakeholders

Explains how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population

Explains the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population

Does not explain how the ethical criteria were used to guide communication decisions for stakeholders

6.4

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Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas