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Health Care Organization

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You have recently been hired as the Vice President of Marketing of a hospital in your geographic area. It has been determined that specialization will be the direction the hospital will take. You have been asked to research options for regional specialization (e.g., cardiac, cancer, women’s health, etc.) that will result in a higher profit margin for the hospital. Ultimately, the hospital will adopt only one specialty Assignment 5 – Product, Price, Distribution, and Promotion You have recently been hired as the Vice President of Marketing of a hospital in your geographic area. It has been determined that specialization will be the direction the hospital will take. You have been asked to research options for regional specialization (e.g., cardiac, cancer, women’s health, etc.) that will result in a higher profit margin for the hospital. Ultimately, the hospital will adopt only one specialty. In a four to five (4-5) page paper, describe how you would handle this selection process from each of these points of view. 1. Identify a specialty that fits for your geographic area and justify your selection. 2. Indicate what level of intensity would promote this transition effectively, keeping in mind those physicians, employees, and consumers who will be affected by the change. Provide support for your answer. Based on the level of intensity chosen above, create a promotional strategy that includes the following: 3. The internal communication / promotion to employees. 4. The external communication / promotion to the community. 5. The external communication / promotion to potential and future patients. The format of the paper is to be as follows: o Typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format. o Type the question followed by your answer to the question. o In addition to the four to five (4-5) pages required, a title page is to be included. The title page is to contain the title of the assignment, your name, the instructor’s name, the course title, and the date. Note: You will be graded on the quality of your answers, the logic/organization of the report, your language skills, and your writing skills. The assignment will be graded using the following rubric: Outcomes Assessed • Identify the varying levels of distribution intensity and the considerations in implementing each alternative. • Identify the alternative components of the promotional mix and their respective values. • Use technology and information resources to research issues in health care marketing. Grading Rubric for Assignment #5 – Product, Price, Distribution, and Promotion Criteria 0 Unacceptable 20 Developing 30 Competent 40 Exemplary 1. Identify a specialty that fits for your geographic area and justify your selection. Did not complete the assignment or did not identify a specialty that fits for your geographic area and justify your selection; omitted key information and/or included irrelevant information. Completed with less than 70% accuracy, thoroughness, and logic. Partially identified a specialty that fits for your geographic area and justify your selection; omitted some key information. Completed with 70-79% accuracy, thoroughness, and logic. Sufficiently identified a specialty that fits for your geographic area and justify your selection. Completed with 80-89% accuracy, thoroughness, and logic. Fully identified a specialty that fits for your geographic area and justify your selection. Completed with 90-100% accuracy, thoroughness, and logic. 2. Indicate what level of intensity would promote this transition effectively and support your answer. Did not complete the assignment or did not indicate what level of intensity would promote this transition effectively and supported your answer; omitted key information and/or included irrelevant information. Completed with less than 70% accuracy, thoroughness, and logi

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