INTRODUCTION TO MARKETING AND NON-PROFIT MARKETING
Part 1: For the first Case Assignment, please write a 2- to 3-page essay in which you discuss marketing challenges in the health care industry, and comment upon their level of importance. Specifically, please respond to the following questions:
Why is it difficult for marketing concepts and strategies that are commonly used in other industries to “penetrate” the health care industry?
In your opinion, has marketing been truly accepted as a necessity for health care organizations yet, or is it still regarded as a luxury?
Part 2: Please write a 2- to 3-page essay on marketing in the health care environment in the following two-part case scenario:
Compare and contrast marketing techniques among for profit vs. non-profit organizations.
Suppose that you are the manager of a start-up health care organization that previously had a for-profit structure, but has achieved non-profit status. Describe how you would change your marketing strategy.
Please use atlas three of these references:
Astuti, H. J., & Nagase, K. (2014). Patient loyalty to healthcare organizations: relationship marketing and satisfaction. International journal of management and marketing research, 7(2), pp. 39–56. Available in the Trident Online Library.
Clariture; The Martin Companies Accelerates Healthcare Marketing Innovation via Clariture (2014). Marketing Weekly News, 68.
Codourey, M. (2013). The Public Handshake, the Pushed Gossip and the Healthcare Marketing. Economics & Sociology, 6(2), 11-27. Available in the Trident Online Library.
Garcia, M. R., & Gonzalez, L. I. A. (2013). The untapped potential of marketing for evaluating the effectiveness of nonprofit organizations: a framework proposal. International review on public and non-profit marketing, 10(2), pp. 87-102. Available in the Trident Online Library.
Fellows, J. (2013). Rebranding Helps Sharpen Marketing Strategy. Healthcare Marketing Advisor 14(11), 4-7.
Legato Healthcare Marketing, Inc.; NRHA selects Legato Healthcare Marketing as marketing partner. (2013). Marketing Weekly News, 232.
3 pages, 3 APA