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3 pages/β‰ˆ825 words
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3 Sources
Style:
APA
Subject:
Health, Medicine, Nursing
Type:
Essay
Language:
English (U.S.)
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MS Word
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Topic:

Assignment 2: Competition, Marketing Mix, and Pricing

Essay Instructions:

Assignment 2: Competition, Marketing Mix, and Pricing
Due Week 8 and worth 300 points
For this assignment, use the same health care provider as in Assignment 1. (Children's Healthcare of Atlanta doctors)
Write a 3 page paper in which you:
1. Determine the key characteristics of the users of the products and/or services of the health care provider you selected.
2. Analyze the competitive environment of the health care provider you selected and recommend a course of action for strategic marketing success.
3. Determine which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected.
4. Determine the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected.
5. Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites.
Your assignment must follow these formatting requirements: * MUST BE APA FORMAT*
*This course requires use of new Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details.
*Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow SWS or school-specific format. Check with your professor for any additional instructions.
*Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
*The specific course learning outcomes associated with this assignment are:
A.) Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success.
B.) Analyze the users of the health care system.
C.) Describe the various tools of the marketing mix available to health care providers.
D.) Use technology and information resources to research issues in health services marketing.
E.) Write clearly and concisely about health services marketing using proper writing mechanics.
F.) Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills.

Essay Sample Content Preview:

Competition, Marketing Mix, and Pricing: Children’s Healthcare of Atlanta Doctors
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Competition, Marketing Mix, and Pricing: Children’s Healthcare of Atlanta Doctors
The healthcare provider selected for this paper is Children’s Healthcare of Atlanta (CHOA), a pediatric facility with three hospitals and 638 licensed beds. The facility employs more than 11500 workers and has 10,000 volunteers, all committed the wellbeing of children and teenagers under the age of 21 (Children’s Healthcare of Atlanta, 2019). In understanding competition, marketing mix, and pricing in healthcare, this paper focuses on Children’s Healthcare of Atlanta doctors by discussing the key characteristics of the users, competitive environment, tools of the marketing mix, and possible pricing strategy.
Key Characteristics of the Users
CHOA doctors provide healthcare services to children by affording kids a better today and healthier tomorrow as portrayed in the provider’s mission, vision, and values statement. The provider cares about people’s lives and is dedicated to better and healthier children. Rather than providing care to a wide range of population sets, CHOA specializes in pediatric care and physicians and nurses receive special training to provide care to children below 21 years (Children’s Healthcare of Atlanta, 2019). The provider works under the philosophy that unlike adults, children and teenagers have different emotional needs. The facility has expanded for the last 100 years to run more than 70 pediatric programs and specialties with over 2,600 pediatric physicians treating more than 0.5 million children annually (Children’s Health of Atlanta, 2019).
Competitive Environment of the Provider and Recommendations for Strategic Marketing Success
Competition is common across all industries and businesses, including healthcare and serves as a mechanism to enhance value for healthcare consumers or patients (Rivers & Glover, 2008). This implies that with increased competition, the healthcare industry will provide better products and services that satisfy patient needs. In healthcare sector, competition results in service differentiation and healthcare facilities need to match consumer preferences, manage productivity, provide quality service, and control costs. These requirements are necessary to attract and maintain consumers of healthcare product and services. While facing competition, managers need to adopt competitive strategies in improving the performance of hospitals (Chang, Chiao, & Tsai, 2017). With many healthcare centers and information available, patients have more choices. This necessitates a well-panned marketing strategy in healthcare to attract and retain more patients. Consistent branding, evaluation of consumer experience, search engine optimization, and maintaining a responsive website are critical for marketing success (Hyken, 2018).
Taking care for sick children is a daunting task, but according to Fortune, the hospital ranked 17 based on its competitive strategies such as compressed work weeks, reimbursement for college tuition, subsidized childcare, job sharing, telecommuting, and health insurance cover for part-time...
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