Ihp 510 Final Project Milestone Three Guidelines And Rubric ✓ Solved

Ihp 510 Final Project Milestone Three Guidelines And Rubric Marketing

For this milestone, due 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. Note that the stakeholders are 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.

Review the Module Seven resources as well as the activities throughout the course. Pay particular attention to the marketing exercises in which you explored various marketing strategies, as well as the Module Six Worksheet where you considered targeted marketing and communication strategies for a particular healthcare organization. Next, draft a 3- to 5-page paper that addresses the following critical elements:

I. 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.

  • Which strategies have you determined are most effective in meeting your marketing goals?
  • Describe areas of the 4 and 5Ps 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.
  • Describe the target market for your proposed service. What are the geographies, demographics, psychographics, and behaviors of your target market?
  • Why do you feel the currently used marketing strategies will not meet the needs of the proposed market?
  • How are your proposed marketing strategies appropriate for your identified target market?
  • What ethical criteria guided your selection of the marketing strategies you chose? (Refer back to the frameworks on ethics and ethical decision making from Module Three.)

II. 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.

  • How will you communicate the marketing plan to internal stakeholders? For example, some internal stakeholders might be employees, doctors, or administration.
  • How will you share this marketing plan with indirect and direct external stakeholders? For example, some external stakeholders might be legislators or public health officials.
  • How will these communication strategies effectively drive collaboration and contribute to the effectiveness of the marketing plan?
  • What ethical criteria did you use to guide communication decisions for stakeholders of varying sectors of the population? (Refer back to the frameworks on ethics and ethical decision making from Module Three.)

Refer to your texts, course resources, and your own research to support your responses. Be sure to incorporate feedback from your instructor on this milestone into your final submission, due in Module Nine. The submission should be a Word document, 3 to 5 pages in length, double-spaced, using 12-point Times New Roman font, one-inch margins, and APA formatting for citations.

Sample Paper For Above instruction

Defending Marketing and Communication Strategies for Bellevue Hospital's Proposed Service

Introduction

Implementing effective marketing and communication strategies is vital for the successful launch and sustainability of new healthcare services. For Bellevue Hospital's proposed service, selecting targeted, ethical, and stakeholder-inclusive approaches ensures alignment with organizational goals and community needs. This paper outlines the recommended marketing and communication strategies, emphasizing their appropriateness, ethical considerations, and methods for stakeholder engagement.

I. Marketing Strategies

Selected Strategies and Goals Alignment

The core marketing strategies chosen for the proposed service include digital marketing campaigns, community outreach programs, partnerships with primary care providers, and targeted advertising. These strategies directly address the goal of increasing service awareness and enrollment among the target population. For example, leveraging social media and healthcare portals can reach diverse demographic groups efficiently.

Marketing Mix: 4Ps and 5Ps Considerations

The marketing mix's elements—product, price, place, promotion, and policies—are tailored to the service. The 'product' is a comprehensive, patient-centered health service; 'price' strategies include insurance coverage options and sliding scale fees. 'Place' involves strategically located outpatient clinics and telehealth platforms. Promotion leverages multi-channel advertising, emphasizing accessibility and quality. Policy considerations include reimbursement policies and health regulations that may influence service delivery and funding.

Target Market Description

The target market encompasses adults aged 25-55 within the Bellevue region, with demographic markers including socioeconomic status, ethnicity, and health literacy. Psychographically, the audience values convenience, affordability, and culturally sensitive care. Behaviorally, they prefer digital communication and prioritize preventive health services. Geographically, the focus is on urban neighborhoods with high healthcare access barriers.

Limitations of Current Strategies

Existing marketing approaches rely heavily on standard mass advertising, which lacks personalization and fails to address specific community needs. These strategies do not effectively engage minority groups or non-English speakers, leading to underrepresentation and limited reach.

Alignment of Proposed Strategies

The proposed strategies are tailored to the target demographic, incorporating multilingual content, culturally relevant outreach, and personalized digital campaigns. These approaches foster trust, improve engagement, and are more likely to result in higher service uptake.

Ethical Criteria in Strategy Selection

Ethical decision-making frameworks—such as respecting cultural diversity, ensuring transparency, and promoting equity—guided the strategy development. Avoiding manipulative advertising and prioritizing patient autonomy ensured compliance with ethical standards.

II. Communication Strategies

Internal Stakeholder Communication

Communication with internal stakeholders employs regular town halls, internal newsletters, and digital dashboards to disseminate the marketing plan. Engaging staff through training sessions and feedback channels encourages ownership and alignment with organizational goals.

External Stakeholder Sharing

External stakeholders such as legislators and public health officials will receive targeted briefings, policy documents, and progress reports. Public forums and community meetings facilitate two-way dialogue, fostering collaboration and transparency.

Driving Collaboration and Effectiveness

Open communication channels promote stakeholder buy-in, reduce misunderstandings, and align efforts across sectors. Joint planning sessions and collaborative platforms ensure all parties are informed and engaged, enhancing plan effectiveness.

Ethical Communication

Respectful, honest, and culturally sensitive communication practices were adopted. Ensuring all stakeholder interactions uphold confidentiality, transparency, and fairness aligns with ethical standards outlined by the AMA and other frameworks.

Conclusion

In conclusion, a comprehensive, ethically guided approach to marketing and stakeholder communication is critical to the successful implementation of Bellevue Hospital's new service. Tailoring strategies to target populations while fostering collaboration among internal and external partners sets the foundation for sustainable healthcare improvements.

References

  • Anderson, J. C., & Narus, J. A. (2004). Business Marketing:Understanding, Creating, and Delivering Value. Pearson Education.
  • Beauchamp, T. L., & Childress, J. F. (2013). Principles of Biomedical Ethics. Oxford University Press.
  • Faber, R. J., & Madden, T. J. (1999). Colloquialisms and language: The impact of mild linguistic emphasis on consumer decision making. Journal of Consumer Psychology, 8(2), 155–162.
  • Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
  • Parsons, D. (2020). Stakeholder Engagement in Healthcare: Strategies and Best Practices. Healthcare Management Review, 45(3), 214–223.
  • Porter, M. E. (2006). What Is Strategy? Harvard Business Review, 84(6), 61–78.
  • Smith, K., & Firth, J. (2021). Ethics in Healthcare Marketing. Journal of Medical Marketing, 21(4), 123–130.
  • World Health Organization. (2019). Ethical considerations for health programming. WHO Publications.
  • Yen, C., & Jones, R. (2017). Building Trust through Transparent Communication in Healthcare. Journal of Health Communication, 22(5), 400–410.
  • Zeithaml, V., & Bitner, M. J. (2000). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill.

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