Get help for Ashford-University MHA 626 Week 4 Homework Help. This week you will obtain information on database marketing to support the Marketing Mix section of your Final Project. As discussed in Chapter 10 of the course text, database marketing centers on gathering customer-based information such as gender, age, occupation, and lifestyles. As an example, to better understand the wants and needs of patients and their families, the Happy Valley marketing director monitors activities on the long-term care center’s web page. Data is collected regarding specific links viewed such as activities, skilled care services offered, and physical therapy. If a certain link is viewed more than other links, this could indicate to the marketing director that potential patients and their family members prefer specific amenities or services. Those amenities or services would then be marketed as a priority for the organization. Describe your understanding of database marketing and how it could potentially be applied to your marketing plan for the Final Project.
Discuss the benefits and drawbacks of using database marketing. State the ethical, legal, and HIPAA issues that need to be considered. Articulate reasons why you would implement or exclude the use of database marketing in your marketing plan for the Final Project. Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in theAshford Writing Center (Links to an external site.)Links to an external site.. Must use at least three scholarly sources in addition to the course text. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. For this discussion, you will obtain information for the Marketing Mix section of your Final Project. Specifically, you will focus on your chosen HCO’s marketing opportunities and goals. To prepare for this discussion, read Chapter 9 of the course text. In addition, examine your healthcare organization’s SWOT analysis (Week Two Assignment) and the environmental analysis you conducted (initial discussion from Week Three).
Successful businesses rely on analytical data as a means to make informed decisions. Opportunity analysis provides data to marketing teams that help to define possible opportunities and encompasses multiple aspects of a given alternative prior to making final decisions. Market opportunity analysis takes into consideration the opportunities available based on the environment in which the organization currently exists such as SWOT analysis, internal and external environmental analyses, and financial conditions. Example: Happy Valley long-term care center conducts yearly competitive analyses. Marketing teams make phone calls to competitors as a means to gather data in the areas of pricing and amenities offered. Other areas of concern include potential competitors and political, economic, social, technological, legal, and environmental issues. For your initial post, access the Opportunity Assessment Worksheet and input your data regarding external and internal considerations based on your healthcare organization’s SWOT analysis (Week Two Assignment) and the environmental analysis you conducted (initial discussion from Week Three).
You will attach the completed worksheet to your initial post for your peers to view. Explain why you would implement the opportunity assessment process before decisions are enacted to pursue specific marketing objectives. State any new opportunities that emerged based on the opportunity analysis you performed. Discuss any unforeseen issues that might be missed when using opportunity assessment processes such as rapidly changing technologies and short product life cycles. Guided Response: Review several of your colleagues’ posts and worksheets and respond to at least two of your peers by 11:59 p.m. Day 7 of the week. You are encouraged to post your required replies earlier in the week to promote more meaningful interactive discourse in this discussion. Are the outcomes noted in your fellow learners’ opportunity assessments-feasible as presented? Will costly mistakes be avoided? Are internal resources adequate to sustain the stated opportunities? You must use a minimum of one scholarly source to support each peer response.
Continue to monitor the discussion forum until 5:00 p.m. Mountain Standard Time (MST) on Day 7 of the week and respond to anyone who replies to your initial post. This discussion will allow you to obtain additional information for the Marketing Mix section of your Final Project. Specifically, you will generate content that will support the marketing segmentation and target market elements of the Marketing Mix section of your project. As discussed in Chapter 9, current healthcare organizations are providing a greater degree of services to their patients based on consumer demand. Many organizations have broken or segmented their products/or services into manageable units, which requires marketing departments to implement very specific marketing mixes that are tailored to defined target markets. Consider your chosen healthcare organization. Based on the marketing objectives you identified in your Week Three Assignment, use the table below (also found in Chapter 9 of the course text) as a guide to determine at least one possible target market for your marketing plan.