Healthcare Marketing IHP 510 Module Two Marketing Exercise

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1 Marketing Exercise IHP 510 Module Two Marketing Exercise Nikkia Bates Southern New Hampshire University IHP 510 Marketing Com Strat Outreach

2 Marketing Exercise In today’s healthcare industry it is imperative that a healthcare organization’s values drive their mission and value statement. An organization’s mission statement should help distinguish itself from other healthcare organizations (Griffith, 1998). On the other hand, an organization's value statement is what the organization wants to be. To ensure that the ABC pediatric group values support their mission and vision statement, the values must target the audience of parents and guardians as well as children, the values they stand for must be clear to the target audience and distinguish itself from other healthcare organizations. The Teal Trust is a former leadership organization that suggests five activities to encourage individuals to uphold behavioral norms as well as supporting the organization's mission and vision statement. Norm one is communication of values need to be clearly understood by all involved with the organization internally and externally (Cellucci, Wiggins, Farnsworth, 2014). ABC pediatric group will need to hold an all-staff meeting to ensure that their staff understands the practice values. ABC will also need to inquire with parents and guardians as well as the children being treated, that the organization’s values are clear to them. Norm two is enrolling all new members in the organization in the culture of values immediately and ensuring value-focused information and indoctrination should begin within the selection process (Cellucci, Wiggins, Farnsworth, 2014). It is imperative that ABC pediatric group employs value-focused employees to ensure the implementation of their values. Norm three is revisiting and refreshing the organization's values periodically, to admit to the changes in the healthcare industry (Cellucci, Wiggins, Farnsworth, 2014). The healthcare

3 Marketing Exercise industry is constantly evolving and with that, ABC must ensure that organization’s values continue to target their audiences’ wants and needs. Norm four is to confront contradictory behavior and provide feedback to individuals who do not live up to the organization’s values (Cellucci, Wiggins, Farnsworth, 2014). The consequences for actions will only help the ABC pediatric group continue to apply their missions and values to daily operations within the organization. Norm five is to solicit feedback internally and externally to ensure they know what the organization’s values are (Cellucci, Wiggins, Farnsworth, 2014). ABC will need to communicate with their staff as well as consumers of the organization to receive positive or negative feedback. The two marketing strategies ABC pediatric group can implement to ensure a larger profit margin for the group and stay true to its mission, vision, and values are market-driven and mission-based strategies. For example, the three hallmarks of a market-driven organization include the inside-outside-inside sequence, market research at two points (service development and pretest), and customer-driven differential advantage. These three hallmarks will help ABC ensure their marketing aligns with both their organization as a whole and the organization's missions, vision, and values.

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4 Marketing Exercise Reference Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A Case Study Approach. Chicago, IL: Health Administration Press.

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