Health care marketing

Respond to the following:

• Why is consumer choice important in health care marketing, and why is it especially important for medical tourism decisions?
• Which choice factors are most important to medical tourism consumers?
• How successful is social media marketing for consumer choice for medical tourism?
• How well did medical tourism providers perform in terms of maintaining customer intimacy, customer involvement, interaction, and gathering customer insights? Why are each of these elements important as part of the consumer decision-making process in this situation?

Instruction

• APA format
• 175 – 265 words
• Cite at least one (1) peer-reviewed reference

Marketing Research

Assignment Content

Marketing research is an important aspect of marketing planning and understanding consumer choice. Primary research helps the organization determine its target market and understand how likely they are to adopt a product or service. It is also a way to learn what is important to consumers. Secondary research helps the organization learn about industry and market issues and trends and how they relate to the organization.

Review the Case Study document.

Analyze the results of the marketing research performed by the Faith & Main Consultants from the Case Study regarding the perception of the organization’s women’s health services.

Assume you have decided that the organization needs to conduct additional primary research to get to the heart of consumer choice in the market:

• Explore which tools or techniques would be most effective and efficient in terms of gaining the most results at the lowest cost.
• Explore the type of additional information you believe is needed in such research.

Conduct secondary market research using the University Library:

• Find 3 articles that relate to women’s health services that pertain to the ECRHS survey results.
• Summarize the results of your secondary research.

Note

Prepare a 500- to 700-word marketing research summary.

Include the following:

• Analyze the Faith & Main primary marketing research results.
• Summarize the secondary research articles you found, explaining how they do or do not support the Faith & Main Consultants’ primary research findings. Explain why you believe the organization needs to conduct additional primary consumer market research.
• State the type of additional information you believe is needed from such research.
• State the tools and techniques you would add, explaining why you recommend them, including why they would be the most efficient and effective.
• Explain how you would incorporate consumer demographics and feedback on consumer health care preferences into the design for products, services, or branding.

Instructions

Cite at least four (4) peer-reviewed references your sources in APA format.

company management

You presented the importance of brand equity to your organization and analyzed the implications of reopening the park. Your presentation was well received by the company management.

Now, it’s time take a step toward developing the strategic marketing plan for the reopening of the park. As a regional director of marketing, it is essential for you to know how you are going to apply various marketing principles and theories to design an effective and relevant marketing plan for the reopening of the park. This includes various aspects such as understanding the target audience; identifying the right and relevant marketing methods to communicate with target audience; using product, place, price, and promotional strategies to attract the target audience; and so on.

You have been provided with the following target audiences:

• Primary Market: Families with children (ages 6–18) with an average annual family income of over $75,000 per year
• Secondary Market: Teens, ages 15–18

Write a memo to your CMO detailing how you will use the four Ps in your marketing efforts.

The considerations should be such that customer and business perspectives are well balanced. The company is open to ideas showing creativity and innovation but does not want to reinvent the wheel completely.

Prompt

Refer to the CMO Memo for Target Audience and create a consulting report describing how the four Ps can be used to attract existing and new customers back to the U.S. Park Southeast when it reopens.

For the purposes of this assignment, you will include the following in your consulting report.

1. Describe the plan to market the product to the identified target audiences.
   • What communication strategy will you use for the target audiences, regarding the park services?
2. Describe the role of place in attracting customers back into the park.
   • Identify the appropriate communication method to share information about the safety measures you have taken.
   • How will you plan a marketing campaign around “convenience of use” as your unique selling proposition (USP)?
3. Determine the pricing strategy that should be considered to drive new and existing customers.
   • How will you communicate the value of your offering through an effective pricing model?
4. Describe two promotional events aimed at your two target audiences designed to drive attendance.
   • Include one promotional event for each of the two target audiences. This element requires you to use your own creativity or previous exposure to promotional events.

 Lean Techniques And Forecasting Analysis

 Prompt:

• Determine strategies for reducing infrastructure costs through the use of lean manufacturing, just in time (JIT), optimized production technology (OPT),  theory of constraints (TOC), and capacity constraint resources (CCR) to improve supply chain efficiency and logistics.
• What operations business strategy does the  company use in producing its goods and/or services, and what continuous improvement techniques are used? What tools and metrics are used for forecasting  customer demand?
• How does sustainability play a part in the delivery of goods and services?  To continue your analysis, you will need to gather information about lean practices and forecasting.
• Information can generally be found on the organization’s  main website, in the annual report and mission statement, and in articles authored by the company or outside analysts, such as ThomasNet.com, buy/sell sites  (e.g., Jim Cramer), and investment companies (e.g., Fidelity, TD Ameritrade, or Vanguard).
•  As operations management students and professionals, you are  encouraged to use your own experience, understanding, and knowledge of business and industry structure to drive your analysis.  Specifically, the following critical elements must be addressed: III. Lean Practices in the Workplace and the
• Supply Chain A. Determine opportunities for the company or organization to employ lean techniques to strengthen organizational performance while supporting  current business operations. What is the potential outcome of using these lean techniques?
• B. Determine opportunities for the company or organization to use just-in-time (JIT) practices, such as safety stock, to reduce inventory costs while  supporting current business operations. What is the potential outcome of using these JIT practices?
• C. Determine opportunities for the company or organization to use optimized production technology (OPT) and theory of constraints (TOC) principles to reduce costs and increase throughput while supporting current business operations. What is the potential outcome of using these  OPT and TOC principles?

Note

This assignment should be submitted as a 5- to 7-page Microsoft Word document with double spacing, 12-point Times New Roman  font, and one-inch margins. You should use current APA style guidelines for your citations and reference list. Note that at least 10 outside information sources  are required overall for this project.  As necessary, copy and paste any data analysis from Excel into your Word document for submission. You may include your original Excel documents as  supplementary material if you believe this will strengthen your contribution.