Identify and analyze some barriers to the health care organization’s marketing plan’s success

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Marketing Plans in Health Care

As you have seen this week, a marketing plan is a tool to help an organization achieve the goals and objectives identified in its strategic plan. In order to be effective, a marketing plan must accurately reflect what the health care organization is trying to accomplish. The marketing plan should also offer a realistic assessment of the market environment, the organization’s position in that market, and a clear and logical strategy consistent with actual conditions and desired outcomes.

In this Application, you will identify and evaluate an actual marketing plan for a health care organization.

To prepare for this Application Assignment:

  • Review this week’s Learning Resources.
  • Locate and select a health care marketing plan from the Internet, library, or the organization with which you are associated.

To complete this Application Assignment, write a 3-page paper analyzing your chosen health care marketing plan. Be sure to address the following:

  • Briefly describe the health care organization (type, location, size, etc).
  • Analyze how well the marketing plan defines what the health care organization is trying to accomplish. Provide details and justification.
  • Explain to what extent the health care organization understands its environment, the market, and competition. What key market data is presented?
  • Evaluate whether the strategy action match seems logical. Explain.
  • Evaluate whether the marketing objectives are specific. Explain. Provide suggestions if they are not.
  • Evaluate whether tactics are specific, appropriate, and backed with enough power to meet the marketing objectives. Explain.
  • Evaluate whether the health care organization’s marketing plan is logical and realistic. Explain.
  • Evaluate whether the health care organization’s marketing plan is cohesive. Explain.
  • Identify and analyze some barriers to the health care organization’s marketing plan’s success.

Your written assignments must follow APA guidelines. Be sure to support your work with specific citations from this week’s Learning Resources and additional scholarly sources

 

Kotler, N. G., Kotler, P., & Kotler, W. I. (2008). Museum marketing and strategy: Designing missions, building audiences, generating revenue and resources (pp. 31–32). San Francisco, CA: Jossey-Bass.

Article: Aluise, T. (1987). Components of a medical practice marketing plan. Journal of Health Care Marketing, 7(3), 54–57

Why did CMS become more involved in the reimbursement component of health care?

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APA format (reference page and withing text)

-11 slides 

 

PowerPoint Presentation: Narrative Presentation to the Board of Trustees

The Centers for Medicare & Medicaid Services (CMS) has taken on a more visible role in health care. A great deal of change has transpired to improve patient safety and implementation of additional quality metrics.

The new health care reform has begun to change the fees/structure of Medicare and Medicaid reimbursement for health care services.

For this assignment, write a narrative presentation that you will deliver to the members of your organization’s board of trustees on how the new reimbursement structure will impact the organization’s revenue structure. In your presentation, address the following questions:

  • Why did CMS become more involved in the reimbursement component of health care? How does this involvement impact health care organizations?
  • What tools can be implemented to ensure that an organization is meeting the policies and procedures set forth by CMS?
  • Identify three tools from the Centers for Disease Control and Prevention website that are helpful to achieving the goals set forth by your organization

Describe the specific application you selected and the ways in which it addresses a public health-related concern.

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Public health surveillance and prevention efforts in the U.S. reflect the involvement of numerous health care providers and organizations. Government agencies such as the CDC often function as a hub for the collection, coordination, and communication of public health-related data. Common applications of public health IT to promote and improve the health of populations include (but are not limited to) biosurveillance, disease registries, and immunization tracking. The timely and appropriate implementation of these applications can have a significant impact on the ability of providers to deliver health care to the their patients, which, in turn, can have a profound effect on a community’s overall state of health and wellness. Consider the dire impact a SARS outbreak might have, for example, if patient diagnoses were not reported and shared regionally, nationally, and internationally.

Prepare for this Application as follows:

  • Conduct a literature review of a specific application of health information technology in public health and locate an example in which the application was used to address a public health-related concern. (You might wish to begin by researching a particular surveillance program, disease outbreak, disease registry, prevention program, or other public health-related event, and then identify the technology involved in this activity.)
  • Find out how this application has impacted the public’s health. Learn also about any ways in which health care providers and organizations were involved in the use of this information technology.

Then write a 2- to 3-page paper that addresses the following:

  • Describe the specific application you selected and the ways in which it addresses a public health-related concern. Summarize the potential benefits to the public, as well as any possible drawbacks, arising from the use of this application.
  • Explain the role of hospitals and other health care organizations in contributing to or making use of this public health-related IT application.
  • Discuss other implications of this application for health care providers and organizations. How has it impacted (or might it impact) clinical or administrative practices in hospitals or other health care institutions? Provide a rationale for your response.

challenges that health care managers face in their efforts to improve productivity

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  • Identify your selected unit (or department) in the first line of your posting.
  • Identify the key inputs and outputs of this unit.
  • Briefly discuss factors that should be considered when establishing the primary productivity measure for your selected unit.
  • Propose one productivity measure for this unit and provide a rationale.
  • What are possible consequences—positive or negative—of the selection of this productivity measure?

Readings

  • Course Text:
  • Langabeer II, J. R., & Helton, J. (2016). Health care operations management: A systems perspective (2nded.). Burlington, MA: Jones and Bartlett.
    • Chapter 6, “Productivity and Performance Management”

      This chapter explains fundamental concepts of productivity management, and describes the usefulness of performance scorecards in conveying data that can help managers monitor productivity.

  • Course Text: Quantitative Methods in Health Care Management
    • Chapter 9, “Productivity”

      This reading describes challenges that health care managers face in their efforts to improve productivity, and it discusses a range of methods for measuring, and adjusting the mix, of inputs and outputs.

  • Article: Butrie, A. M., Coakley, D., & Graves, B. (2008). Productivity improvement: Catholic Health East reaps rewards. Healthcare Financial Management, 62(7), 82–8 5. Retrieved from Walden Library Databases.