Marketing audit project.

Healthcare Marketing

One of the key objectives of this course is to integrate our Christian faith with health care marketing principles and practice. You will conduct research and develop a written report focusing on the marketing strategy, implementation, and results of a health care organization. Use the guidelines given in Chapters 14 and 15 in the 3rd edition.

Typical organizations that you may select from include the following:

  •  Physicians and medical groups
  •  Home health agencies
  •  Specialty and general hospitals
  •  Public hospitals
  •  Multi-hospital networks
  •  Allied health providers (e.g., labs)
  •  Health care ministries (e.g., Mercy Ships)
  •  Health insurers (e.g., Blue Cross)
  •  Academic medical centers
  •  Health educators (e.g., WebMD)
  •  Non-traditional health providers(e.g., Christian Medi-Share)
  •  Pharmaceutical companies

This marketing audit project will build on the study of the Scriptures, other scriptural references, the text, lectures and class discussions, and secondary research using the Belhaven Virtual Library. It would also be helpful if you conducted primary research on the organization by interviewing someone in the organization’s marketing department. Collecting “collateral materials” (e.g., brochures, commercials, newspaper ads, etc.) would also be helpful in your evaluation of their marketing strategy.

At least six references (including collateral materials and interview(s)) are required, including: What does the organization say about itself? Visit the organization website. What are other credible sources saying about the organization? Research newspaper articles, trade journal articles, etc., and health care accrediting agencies (e.g., The Joint Commission).

After conducting secondary and primary research on the organization, write a paper (8–10 pages, typed, double-spaced). The paper should be organized under the major section headings (bold, no underline in the project report). References should be properly cited in the body of the paper and in the references section (APA style). These section headings should be bold with no underline. Proper spelling, grammar, paragraph structure, etc. is expected. A proper paragraph in a business context should contain three–seven sentences, with at least a topic sentence, support sentence, and conclusion or transition sentence.

The book to reference

Thomas, R. K. (2015). Marketing Health Services (3rd ed.). Chicago, IL: Health Administration Press. ISBN: 978-1567936780

Correction on of the reference you can use in the paper

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