hmgt335 week 2 Define health care marketing and employ

Define health care marketing and employ an understanding of the unique characteristics of health care organizations to help achieve organizational goals and create and maintain a competitive position

Written Assignment 1- Assessment of the current situation at a health services organization –

  • Task – You will be picking and analyzing a current health services organization in terms of its current situation and focus on its customers.  Remember to follow all the general requirements for written assignments published in the syllabus as well as the details below.  Refer to the grading rubric in the syllabus before submitting your paper to ensure you have given yourself the best opportunity for maximum credit.
  • Approach your written assignment as follows:

    Pick a health services organization that you may work for or with which you are familiar.  It can be a local or national organization.

    Research the organization by visiting its website and, if possible, its location.

    Research the industry in which your organization operates, e.g. nursing homes, private physician practice.

    Using your findings, conduct a SWOT analysis of your organization. Use the SWOT Analysis Worksheet provided under Course Content (you do not need to submit the worksheet as part of the assignment).

    Identify the primary competitors of your organization.

    Prepare your written assignment by addressing each of the following questions in order:

  • What is the mission of the health care organization?
  • What are their corporate level goals?
  • Who are their customers?
  • From your SWOT analysis, what do you conclude are the organization’s main strengths and weaknesses?
  • From your SWOT analysis, what do you conclude are the organization’s main opportunities and threats?
  • Who are the primary competitors to the organization?

    Do you think the organization has a customer-focused orientation to its practices and procedures?  Why or why not?

    NOTE:  You will not find definitive information on your organization relating to these questions, some of the information is propriety or not available through public means.  Use and cite data whenever you find it, or use your best judgment as to what you think is occurring at the organization.  Be sure to offer your rationale for your conclusions.

    Marketing Program
    SWOT Analysis Worksheet
    Directions: Carefully read the case study and note every strength, weakness, opportunity,
    and threat. Don’t forget to look at the exhibits and charts; these can point out important
    information for your SWOT analysis. You don’t need to fill in every cell in the tables,
    although some cells may have several entries. You may need to conduct additional research
    on the industry, the economic climate, and other topics to fully understand the environment
    in which the company operates.
    Internal Micro
    Environmental Factor
    These are strengths;
    they will help the
    marketing effort
    These are weaknesses;
    they will hinder the
    marketing effort
    These are opportunities
    for the company in its
    marketing efforts
    These are threats to the
    company’s marketing
    a. Company
    b. Suppliers
    c. Intermediaries
    d. Competitors
    e. Publics
    f. Customers
    External Macro
    Environmental Factor
    a. Demographic trends in the
    b. Cultural influences affecting
    consumer decision-making
    c. Natural resources needed
    as inputs by marketer
    d. Political or economic
    conditions affecting
    consumers’ purchasing power
    e. New technologies impacting
    the industry
    f. Laws, agencies, or pressure
    groups that could limit or
    enhance marketing
    Develop a conclusion based on your SWOT analysis that takes into account the most
    important strengths, weaknesses, opportunities, and threats and their overall impact on the
    marketing effort. Take this conclusion into consideration when making your final

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