Social Marketing Campaigns

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Choose a social marketing campaign that is working to bring awareness regarding a health condition or problem.

Briefly describe the four P’s (product, price, place, and promotion) of the marketing campaign. How does the campaign effectively communicate the risks associated with the health condition they are marketing?

Suggest at least two ways the campaign can improve for future success.

Kaplan University School of Health Sciences

Strategic Planning and Organizational Development for Healthcare HS450

1

Unit 9 Final Project

Instructions

Locate and review the document called Concierge Care BackgroundCer OfouUndRinSDoEc S#haring.

To prepare for this Assignment, you might also want to view the PBS NewsHour video, Concierge Medicine: Greater Access for a Fee, found here:

Source: Concierge Medicine: Greater Access for a Fee: PBS. Retrieved from http://www.pbs.org/newshour/bb/health-july-dec12-medicine_07-09/ Prepare a 3–4 page (1000-1200 words) analysis for Dr. Green that demonstrates your consideration of your practice’s current capabilities with regard to 1) adopting a concierge care business model or 2) expanding the existing practice. (Feel free to look at sample SWOT or Porter’s Five Forces Framework templates for ideas, but do not use a template because some applications may not be able to “read” the template you select.)

It is important to note that there are no completely right or wrong answers for this Assignment. In the end, the physicians will make the final decision, but they are looking to you to evaluate the situation from a business perspective, to have asked the right questions and to do the legwork.

Your submission will be graded based on your clear demonstration that the following have been considered:

• Competition • Customers (mix, customer demand) • Continuity of care • Value • Sources of revenue • Costs (including marketing, technology, payroll, office fit-out) • Staffing needs (propose specific roles and responsibilities) • Ethical concerns

Finally, in a concise summary paragraph or two, present your recommendation to your employers. What are the advantages and disadvantages of the status quo versus moving to a concierge care model? Does a hybrid model make sense? If so, how would you structure it, and why do you think it is the desired option?

Remember to be clear and detailed in your responses. Your writing should follow the conventions of Standard American English (correct grammar, punctuation, etc.), and it should be logical, original and insightful. Finally, ensure that your paper fully conforms to APA Style and include a cover page and a reference page.

Requirements

http://www.pbs.org/newshour/bb/health-july-dec12-medicine_07-09/

Kaplan University School of Health Sciences

Strategic Planning and Organizational Development for Healthcare HS450

2

• The body of the paper should be 3–4 pages (1000-1200 words) in length. A title page and a reference page should also be included but do not apply to the length requirement.

• The paper should be written in an essay format, with transitions between paragraphs that discuss specific topic areas or thoughts. Include an introduction and conclusion.

• Double-spaced, 12 point, Times New Roman font COURSE # • Follow the conventions and mechanics of Standard American English (correct grammar, sentence

structure, punctuation, etc.). • The submission should be presented in an organized, logical and unified manner and consist of

superior content that is original and insightful. • Include at least one reference. Neither the course textbook nor the PBS video may count toward the

reference requirement for this Assignment, but you should still cite these sources if you utilize them. All references should follow APA style format.

• Meet APA style requirements throughout the submission, including title page, formatting, citations in the body of the text as well as related references. Please be sure to download the file “W riting Center Resources” from Doc Sharing to assist you in conforming to APA style.

Submitting Your Work

Put your responses in a Microsoft W ord document. Save it in a location and with the proper naming convention: username-CourseName-section-Unit 9_Assignment.doc (username is your Kaplan username, section is your course section, 9 is your Unit number). When you are ready to submit it, go to the Dropbox and complete the steps below:

1. Click the link that says “Submit an Assignment.” 2. In the “Submit to Basket” menu, select Unit 9: Assignment. 3. In the “Comments” field, make sure to add at least the title of your paper. 4. Click the “Add Attachments” button. 5. Follow the steps listed to attach your W ord document.

To view your graded work, come back to the Dropbox or go to the Gradebook after your instructor has evaluated it. Make sure that you save a copy of your submitted project.

Unit 9 Assignment Grading Rubric = 160 points

Assignment Requirements Points

possible Points earned by student

Demonstrates consideration of competitive issues.

0-15

Demonstrates consideration of customer (mix/demand).

0-15

3

Kaplan University School of Health Sciences

Strategic Planning and Organizational Development for Healthcare HS450

Demonstrates consideration of continuity of care.

0-15

Demonstrates consideration of value concerns. 0-15 Demonstrates consideration of revenue sources. 0-15 Demonstrates consideration of costs. 0-15 COURS Demonstrates consideration of possible staffing changes.

0-15

Demonstrates consideration of ethical consequences.

0-15

Produces a well-constructed, logical summary recommendation.

0-40

Total (Sum of all points)

Points deducted for spelling, grammar, and/or APA errors. (See Writing Deductions Rubric in Doc Sharing)

Adjusted total points

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