Read the case study, Stopping Outshopping [PDF] (also found in Chapter 32 of your textbook). Then, use the Internet or Strayer library to research similar marketing strategies in the health care industry.
Your task is to create an offensive marketing plan for Scarlet Hospital. The competition has already created a marketing plan that advertises in your area, so your marketing plan should reflect that.
Chapter 39 in Health Care Marketing outlines Philip Kotler’s Marketing Plan. Read through this to understand what you will need to include in your plan.
You may want to watch some of the videos found in the LinkedIn Learning course, Writing a Marketing Plan, to get specifics on the different parts of a plan.
You may also want to review the article 8 Important Steps to Successfully Implement Your Marketing Plan.
Your plan should be 4–6 pages and include the following eight sections:
Use 3 sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source slide at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides. These sources can be the last page of the plan.
This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your professor for any additional instructions.
The specific course learning outcome associated with this assignment:
Requirements: 4-6 pages
Scarlet Hospital implements an offensive marketing plan to increase its market share in Salem and strengthen its position in the local market. The main objective is to differentiate the value proposition of the organization within the market. One major strength is the long-term commitment to deliver high-quality medical services despite the isolation. Offensive marketing strategies include branding, communication, and innovation to strengthen brand equity. Establishing a high-quality team and communicating the plan are important efforts. Review of the plan, timeline, and budget are necessary efforts to enhance successive implementation of the plan.