GRADING RUBRIC MUST BE FOLLOWED

Record a narrated –10 slide PowerPoint presentation that includes your assessment, plan, action steps, cost-benefit analysis, insights, and recommendations. The presentation should not exceed five minutes.

**SPEAKER NOTES MUST BE INCLUDED**

Questions to Consider:

• What are examples of performance indicators and performance measures for each of the four facets of the balanced scorecard?
• What is the feasibility of a loss leader service line within the context of an entire health care system?
• What types of milestones, subtasks, responsible parties, due dates, and other pertinent information should go into a simple marketing plan project timeline?

Scenario

St. Anthony Medical Center's leadership team is interested in your analysis, plan, action steps, and recommendations. They have scheduled five minutes for your presentation on the C-Suite calendar.

The marketing director has suggested that you include an appendix slide to your presentation that tells how you will implement the action steps, and who will be involved in execution of the proposed plan. By providing the suggested project management timeline, you will demonstrate leadership and position yourself as an obvious choice for involvement in the new initiative. Consider the visibility and networking opportunities for your career development that may result from this presentation—it may be the first time you have presented to the C-suite team!

Your marketing director has asked you to record a narrated PowerPoint presentation for review before the actual leadership meeting.

PowerPoint Presentation

Develop a PowerPoint presentation of your marketing plan that addresses all of the following areas of concern:

• A synopsis of the external and internal environments.
• Your labor and delivery service line marketing communication strategies—you must include the identification and use of a variety of marketing channels (social media, et cetera) that reach the organization's targeted customer segments.
• A conceptual-level approach.
• An action plan with associated costs.
• A final recommendation with rationale.
• Addendum: Project implementation timeline. To promote buy-in for your marketing plan, you will need to provide a project implementation timeline with proposed leaders and performance measures for each task.

Finally, remember to present a persuasive case built on inclusion of evidence-based literature, model programs, and current environmental factors, including competitor activity.

Resources:

Marketing Strategies

This article evaluates the professional growth from 2009 onwards of strategic marketing in mental healthcare in the Netherlands:

• An evaluation of the development of a marketing strategy in mental healthcare delivery. (2014). International Journal of Healthcare Management, 7(2), 84–91.

Review the following:

• Kemp, E., Min, K. S., & Joint, E. (2015). Selling hope: The role of affect-laden health care advertising in consumer decision making. Journal of Marketing Theory and Practice, 23(4), 434–454.
• van den Heuvel, J., Niemeijer, G. C., Does, R. J. M. M. (2013). Measuring healthcare quality: The challenges. International Journal of Health Care Quality Assurance, 26(3), 269–278.
• Werden, G. J. (2013). Why (ever) define markets? An answer to professor Kaplow. Antitrust Law Journal, 78(3), 729–746.

This article discusses maximizing health care marketing strategies using data and metrics:

• Rudisill, T., & Schwartz, G. (2017). Maximize marketing with a deeper dive into data and metrics. Radiology Management, 39(1), 25–29.

This article investigates the marketing strategies of Chinese medical facilities:

• Zheng, Y. (2017). Discussion on marketing strategies for medical facilities under the new environment. Journal of Commercial Biotechnology, 23(3), 15–19.

Marketing Strategies

Review the following:

• Main, E. K. (n.d.). Quality measurement in maternity services: Staying one step ahead [PDF]. Retrieved from http://www.oumedicine.com/docs/ad-obgyn-workfiles/…
• National Partnership for Women & Families. (n.d.). Performance measurement and leveraging of results. Retrieved from http://transform.childbirthconnection.org/blueprin…

Marketing Strategy Examples

Review the following:

• Malcomson, C. (2018). 8 examples of brilliant healthcare marketing. Retrieved from https://blog.hubspot.com/marketing/brilliant-healt…
• The Cult Branding Company. (n.d.). 52 types of marketing strategies. Retrieved from http://cultbranding.com/ceo/52-types-of-marketing-…
• Withers, D. M. (2017). Health care marketing ideas. Retrieved from https://bizfluent.com/about-5380644-health-care-ma…
• Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Upper Saddle River, NJ: Prentice Hall. Available from the bookstore.
  • Chapter 1, "Marketing: Creating Customer Value and Engagement," pages 26–61.
  • Chapter 2, "Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships," pages 62–91.
  • Chapter 3, "Analyzing the Marketing Environment," pages 92–127.
  • Chapter 8, "Products, Services, and Brands Building Customer Value," pages 254–291.
  • Chapter 14, "Engaging Customers and Communicating Customer Value Integrated Marketing Communications Strategy," pages 444–471.
  • Chapter 16, "Personal Selling and Sales Promotion," pages 500–531.
  • Appendix 1, "Marketing Plan," page 631.