Read Chapter 6 from your course textbook, Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System (2nd ed.).
Review the article Marketing Technique in Healthcare Services: A Narrative ReviewLinks to an external site..
Review the Strategic Marketing SolutionsLinks to an external site. video.
According to Kotler et al. (2021) “the primary reason that hospitals are stuck in neutral are that (1) they have developed a complex and highly variable portfolio of assets, (2) there is strategic uncertainty about how to leverage those assets, and (3) there is cultural reluctance to take calculated risks that upset the status que. Hospitals are focused on solving problems related to decreasing financial margins, improving customer engagement, responding to disruptive innovations, and others. However, strategic marketing can help solve these problems” (p. 205).
Next, choose one of the six hospital problems and strategic marketing solution examples found on pages 205 through 229 of your textbook.
Review the Strategic Marketing Solutions video.
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MHA626: Week 04 Strategic Marketing Solutions TranscriptDownload MHA626: Week 04 Strategic Marketing Solutions Transcript
In your paper,
Define a contemporary marketing problem and its effect on your chosen example.
Analyze the provided data or your researched data regarding your chosen example.
Explain the rationale behind the suggested marketing solution in your chosen example.
Compare and contrast the suggested marketing solution with your suggested solution.
The Strategic Marketing Solutions paper
must be 3 to 5 double-spaced pages in length (not including title and references pages) and formatted according to APA StyleLinks to an external site. as outlined in the Writing Center’s APA Formatting for Microsoft WordLinks to an external site. resource.
must include a separate title page with the following in title case:
title of page in bold font
Space should appear between the title and the rest of the information on the title page.
student’s name
name of institution (The University of Arizona Global Campus)
course name and number
instructor’s name
due date
must utilize academic voice.
Review the Academic VoiceLinks to an external site. resource for additional guidance.
must include an introduction and conclusion paragraph.
Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
For assistance in writing Introductions & ConclusionsLinks to an external site. and Writing a Thesis StatementLinks to an external site., refer to the Writing Center resources.
must use at least 3 scholarly or peer-reviewed sources in addition to the course text.
The Scholarly, Peer-Reviewed, and Other Credible SourcesLinks to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source.
To assist you in completing the research required for this assignment, refer to this Quick and Easy Library ResearchLinks to an external site. tutorial, which introduces the University of Arizona Global Campus Library and the research process and provides some library search tips.
must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your PaperLinks to an external site. guide.
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