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 –
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:
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.
https://www.mckinsey.com/industries/healthcare-systems-and-services/our-insights/when-and-how-provider-competition-can-improve-health-care-delivery
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
efforts
a. Company
b. Suppliers
c. Intermediaries
d. Competitors
e. Publics
f. Customers
External Macro
Environmental Factor
a. Demographic trends in the
population
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
recommendation.
