Marketing Communication Plan- Instructions

Design a 5-page marketing communication plan for a health care product or service.

It is essential to recognize that marketers must consider how the organization reaches its customers and also how customers reach the organization.

Personnel should be trained to communicate effectively with consumers and patients.
• Competency: Analyze market research in the health care environment to develop a marketing plan that is in line with a strategic plan.
o Describe word-of-mouth marketing communication methods used by individuals in the marketing profession.
o Describe sales marketing-communication methods used by individuals in the marketing profession.
o Describe direct marketing-communication methods used by individuals in the marketing profession.
o Explain how to identify a target audience in a marketing plan.
Competency: Analyze competitive forces in the market place in determining strategy.
o Explain how to use integrated communications in a marketing plan.
o Describe the communication channels utilized in a marketing communication plan.
Competency: Analyze common internal sources of quantitative information utilized in strategic decision making.
o Design a budget for a marketing communication plan
o Explain the quantitative results of a marketing communication plan.

Suggested Resources (Not Required):

Internet Resources

• Centers for Medicare & Medicaid Services: Medicare.gov. (n.d.). Find a hospital. Retrieved from

http://www.medicare.gov/hospitalcompare/search.html
• American Hospital Directory. (2010). Retrieved from http://www.ahd.com
• Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS). (2010). Retrieved from http://www.hcahpsonline.org/home.aspx
• On The Mark, & Microsoft, Inc. (2012). Marketing budget plan. Retrieved from http://office.microsoft.com/en-us/templates/marketing-budget-

plan-TC001145556.aspx

Instructions:

Design a 5-page marketing communication plan for a health care product or service.
• In addition to word of mouth, sales, and direct marking, incorporate into your marketing plan the following eight steps to develop effective

marketing communication:
o Identify the target audience.
o Determine the communication objectives.
o Design the communications.
o Select the communication channels.
o Estimate the total marketing communications budget.
o Decide on the media outreach.
o Measure the results.
o Manage integrated communications.
Also include in your assessment an Excel spreadsheet that helps you establish your budget for a marketing communication plan.
o You may choose to use the Marketing Budget Plan Microsoft Office template linked in the Resources to assist you with the spreadsheet.

Additional Requirements
Include a title page and a references page.
Include an introductory paragraph and a concluding paragraph.
Include a minimum of three research resources.
Follow APA guidelines for style and formatting.
Ensure your finished assessment is 5 pages in length, excluding the title page and references page.

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