I have to do a Health Care Marketing Business Plan Project. This is the part that includes the 5 phases phases that will be broken down. However, you will only be completing phase 1.
Phase I: Executive Summary
• a summary of the planning issue , which includes a new product, new service opportunity, or process improvement issue.
• A future –oriented, two page document demonstrating knowledge of the issue and provides the prospective value
• What to include in the Executive Summary:
An introduction to your business plan which involves a discussion of the new service opportunity, cost saving measure, or process improvement.
Make a list of the distinctive features by answering these questions:
What is the real value regardless of the type of project?
What will the product/service save the organization in dollars? (estimated guess, doesn’t have to be accurate)
Ex: What savings or profits will it generate by improving efficiency? Or what saving or profits will it generate by developing a new service? Or what will it bring by bringing in paying patients or no-show patients?
Targeting Market Summary: Answer the following questions:
• Who is your target market?
• Who benefits from this plan?
• Is the market internal, external, or both?
Competitive Analysis (if a new service opportunity):
Who else is doing it?
Provide a competitive analysis
Key Marketing Strategies – Refer to Chapter 2 in textbook ( Essentials of Health Care Marketing 9781284094312 Eric N. Berkowitz Jones & Bartlett Publishers)
What key marketing strategies will you use?
How will you get compliance of patients, staff, the board, or referral services?
Are there any critical legal or regulatory constraints?-Refer to Chapter 3
Intermediary Concerns or Issues
Are there any noteworthy issues with referrals or other entities?
Grading Rubric Executive Summary (2 pages) –
• Marketing Highlights
• Targeting Market Summary
• Competitive Analysis
• Key Marketing Strategies
• Operational Highlights
• Intermediary Concerns
Use of References
Grammar, Spelling, Punctuation
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