Discuss the implications that evidence-based research has on the success of healthcare marketing.

MHA6080 WEEK 5 DISCUSSION AND PROJECT INSTRUCTIONS

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· Week 5 Discussion

Discussion Topic

Top of Form

 Due May 27 at 11:59 PM

Bottom of Form

Supporting Lectures:

Review the following lecture:

· Assumed Assumptions

Discussion Questions

Before beginning work on this discussion forum, please review the link “ Doing Discussion Questions Right ” and any specific instructions for this topic.

Before the end of the week, begin commenting on at least two of your classmates’ responses. You can ask technical questions or respond generally to the overall experience. Be objective, clear, and concise. Always use constructive language, even in criticism, to work toward the goal of positive progress. Submit your responses in the Discussion Area.

Introduction:

The future of healthcare marketing is promising; however, balancing strategies with tactics is a controversial topic. Some argue that healthcare marketing initiatives must rely on empirical evidence to produce desired results, while others posit that classic intuition is the most effective driving force of successful initiatives. As the industry continues to advance, this debate will continue to grow, and with it, the potential risks for leaders associated with healthcare marketing will also grow.

Tasks:

From the South University Online Library, read the following articles:

· Healthcare Marketers Point the Way to Marketing’s Future

· We Talk of Big Data a Lot. But I Believe Marketing Is Also about Intuition

· Limiting Risk in Healthcare Marketing

· The Views and Perceptions of Managers on the Role of Marketing Research in Decision Making

Discuss the implications that evidence-based research has on the success of healthcare marketing. Proffer whether you would rely on empirical research or personal perceptions and intuition in the decision-making process as it relates to healthcare marketing. How do changes in data over the lifetime of a marketing plan impact the decision-making process of leaders in healthcare? How can healthcare professionals limit potential risks in healthcare marketing?

To support your work, use your course and textbook readings and also use the  South University Online Library . As in all assignments, cite your sources in your work and provide references for the citations in APA format.

Your initial posting should be addressed at 500–1,000 words as noted in the attached PDF. Submit your document to this Discussion Area by the due date assigned. Be sure to cite your sources using APA format.

Respond to your classmates throughout the week. Justify your answers with examples, research, and reasoning. Follow-up posts need to be submitted by the end of the week.

· Week 5 Project

Assignment

Top of Form

 Due May 31 at 11:59 PM

Bottom of Form

NCF:

This final project assignment is associated with the NCF (noncompletion failure) grade. Failure to complete this assignment will result in the issuance of a grade of NCF if the course average would result in a failing grade in the course. Students should contact their Academic Counselor or Program Director if they have any questions regarding the NCF grade and its implications.

Supporting Lectures:

Review the following lectures:

· Demarketing

· Avoiding Common Failures in the Future of Healthcare Marketing

Strategic Alignment

The project assignment provides a forum for analyzing and evaluating relevant topics of this week on the basis of the course competencies covered.

Introduction:

Healthcare leaders will be faced with opportunities, more than ever, to strategically align their marketing initiatives. This is a result of entrants in the market—increasing competition, healthcare services and medical interventions growing scarce, and heightened scrutiny to change unhealthy behaviors. As a result, unique strategic initiatives for demarketing, a germinal concept originally introduced by Kotler and Levy (1971), is expected to resurface.

In this assignment, you will analyze the concept of demarketing and its implications in the healthcare field. Likewise, you will select one demarketing initiative and elaborate on its potential implications for success.

Please review the following and using specific information, from these resources, your course resource, and additional research, address the tasks posed below:

Tasks:

· Define demarketing and discuss its implications in healthcare.

· Discuss the three primary concepts of demarketing.

· Mention when healthcare organizations face opportunities to utilize demarketing strategies.

· Mention some demarketing tactics are commonly used by healthcare organizations. How do these organizations reduce the total demand and the selective demand?

· Discuss the specific dangers associated with the demarketing approach in the healthcare market.

· Select one of the following topics and elaborate on potential demarketing opportunities relevant to current market trends. Be sure to address the current demand for demarketing your selection and its relevance to the healthcare community.

· Government demarketing on the United States welfare state (i.e., Medicaid, Medicare, CHIP, Social Security, etc.)

· Health risk demarketing on consumer smoking

· Place demarketing on institutional long-term care facilities

Resources:

From the South University Online Library, read the following articles:

· Strategic Demarketing of Healthcare Services

· Demarketing Products Which May Pose Health Risks: An Example of the Tobacco Industry

· De-marketing Tobacco through Price Changes and Consumer Attempts Quit Smoking

· Demarketing Inappropriate Health Care Consumption

· Demarketing, Yes, Demarketing

· Remarketing, Yes, Remarketing Health Care

· Demarketing Places: Rationales and Strategies

· Demarketing Tobacco through Governmental Policies – The 4Ps Revisited

· Up in Smoke: Demarketing and Consumer Smoking Cessation

Reference:

Kotler, P., & Levy, S. J. (1971). Demarketing, yes, demarketing. Harvard Business Review, 79, 74–80.

From the Internet, review the following:

· Farquhar, J. D., & Robson, J. (2017). Selective demarketing. Marketing Theory, 17(2), 165–182.

· Kern, C. L. (2006). Demarketing as a tool for managing visitor demand in national parks: An Australian case study. Retrieved from http://www.canberra.edu.au/researchrepository/file/eaf19c35-61ce-3f80-1e16-fce424112f75/1/full_text.pdf

To support your work, use your course and text readings and also use the  South University Online Library . As in all assignments, cite your sources in your work and provide references for the citations in APA format.

Submission Details

· Present your response in a 6- to 8-page Microsoft Word document formatted in APA style.

· On a separate page, cite all sources using APA format.

· Name your file as SU_MHA6080_W5_Project_LastName_FirstName.

· By the due date assigned, submit it to the Submissions Area.