Unit 1 Assignment: LearnScape | Episode 1
Many of Bright Road Health Care System’s facilities are located in areas that are currently serving many Gen Y patients, and will be serving increasing numbers of Gen Z patients within the next 5 years. This means the Health Care System’s online resources are, and will increasingly be, the primary source of health care information for the community, and the main promotion outlet for the Health Care System.
Unit outcomes addressed in this Assignment:
Describe the differences between the two basic forms of advertising: product and institutional.
Use technology and information resources to research issues in health services strategic marketing.
Write clearly and concisely about health services strategic marketing using proper writing mechanics.
Course outcome assessed/addressed in this Assignment:
HA575-2:Evaluate research-supported strategies for efficiently assessing and measuring marketing potential.
HA575-3: Assess various marketing tools and compare their advantages and disadvantages.
Assignment : LearnScape 1 | Staying Relevant
Instructions
The analysis and recommendations are to be submitted to the instructor for grading.
In this LearnScape, you will meet with the CEO of Bright Road to discuss her concerns about the relevancy of their online resources. You will work with the marketing director of Bright Road to learn about their current online resources and utilization information. Then, you will review Bright Road Health Care System’s website and Facebook page. Website evaluation elements include appearance, content, usability, functionality, and search engine optimization. Facebook evaluation elements include cover photo, profile picture, page title, likes, people talking about this, about and engagement. Using this information, you will then make recommendations to the CEO about how to improve online presence.
You are to e-mail Amit with suggestions for improvements to Bright Road’s Facebook page and website.
Now that you have reviewed Bright Road’s Facebook page and website, e-mail a short proposal to Amit Patel (350–500 words). Your proposal should include the objectives for this project and the target audience, including:
A thorough review of the website and Facebook page.
Specific details on how the website and Facebook page could be improved.
New ideas and how they could be implemented for Bright Road.
Note: An e-mail window appears with Amit Patel in the TO: field. The subject is: Suggestions for Facebook and Website Improvements.
Type your recommendation, when done, click send. When you click Send, the following message appears.
Great work! Your recommendation has been sent to Amit.
Note: After pressing “Send” a tab will appear showing “Save Assessment.” Save the assessment to your computer using the proper naming convention and upload it to the unit Dropbox.
Requirements
Resource:Health Care Market Strategy (4th ed.),Chapter 2: “Understanding the Strategic, Business and Marketing Planning Process”
Please be sure to download the file “Writing Center Resources” from Doc Sharing to assist you with meeting APA expectations for written Assignments.
Submitting Your Work
Put your responses in a Microsoft Word document. Save it in a location and with the proper naming convention: username-CourseName-section-Unit 1_Assignment.doc (username is your Kaplan username, section is your course section, 1 is your unit number). When you are ready to submit it, go to the Dropbox and complete the steps below:
Click the link that says, “Submit an Assignment.”
In the “Submit to Basket” menu, select Unit 1: Assignment.
In the “Comments” field, make sure to add at least the title of your paper.
Click the “Add Attachments” button.
Follow the steps listed to attach your Word document.
To view your graded work, come back to the Dropbox or go to the Gradebook after your instructor has evaluated it. Make sure that you save a copy of your submitted project.
Unit 4 Assignment: LearnScape 2 | Patient Engagement
The marketing director for Bright Road Healthcare is looking at ways to improve their personal health record. A personal health record not only engages patients in their own wellness, but also is a method of retaining loyal patients.
Unit outcomes addressed in this Assignment:
Examine the scope of strategic marketing and the impact of analyzing SWOT analysis and Five Forces models have on organizational strategy.
Differentiate between a market-driven and non-market driven process.
Use technology and information resources to research issues in health services strategic marketing.
Write clearly and concisely about health services strategic marketing using proper writing mechanics.
Course outcome assessed/addressed in this Assignment:
HA575-2: Evaluate research-supported strategies for efficiently assessing and measuring marketing potential.
HA575-3: Assess various marketing tools and compare their advantages and disadvantages.
Instructions
The analysis and recommendations will be submitted to the instructor for grading.
In this LearnScape, you will work with Bright Road staff members to gather information about their patient demographics, and then analyze the functionality and utility of the Health Care System’s personal health record, a resource provided to their patients. Using this information, you will make recommendations on how to improve the functionality and utility of the personal health record. At the end of the LearnScape, you will meet with the marketing director to present recommendations.
You will construct an e-mail to Amit Patel and Joan Fairbanks, with a recommendation. The recommendation will include specific details on how to improve the overall functionality and utility of the current PHR system in place.
After gathering information from key team members and reviewing the PHR, it is time to write your recommendation to the Bright Roads.
NOTE: The scene is a close up of your computer screen with the e-mail application open. The “To:” section is filled with an e-mail group description “Amit Patel; Joan Fairbanks” and the subject is already filled in: “CONFIDENTIAL: PHR Solution Recommendations.”
On-screen text: Type your recommendation in the body of the e-mail below. Keep it brief – your recommendation should be 350–500 words. Do not forget, you can use the notes you have taken throughout your interviews. Be sure to back up your recommendation with the analysis of the information gained from the team members. Also, do not forget to briefly outline the key factors to a marketing strategy: Technology, social factors, competition, and regulations.
Note: After pressing “Send” a tab will appear showing “Save Assessment.” Save the assessment to your computer using the proper naming convention and upload it to the unit Dropbox.
Requirements
Health Care Market Strategy (4th ed.), Chapter 4: Step 1: “Conducting the Internal/External Assessment”
Source: Consumers’ Quick Reference Guide. Retrieved fromhttp://www.bcbs.com/healthcare-partners/personal-health-records/Consumer-Quick-Reference-Guide.pdf
Please be sure to download the file “Writing Center Resources” from Doc Sharing to assist you with meeting APA expectations for written Assignments.
Submitting Your Work
Put your responses in a Microsoft Word document. Save it in a location and with the proper naming convention: username-CourseName-section-Unit 1_Assignment.doc (username is your Kaplan username, section is your course section, 1 is your unit number). When you are ready to submit it, go to the Dropbox and complete the steps below:
Click the link that says, “Submit an Assignment.”
In the “Submit to Basket” menu, select Unit 1: Assignment.
In the “Comments” field, make sure to add at least the title of your paper.
Click the “Add Attachments” button.
Follow the steps listed to attach your Word document.
To view your graded work, come back to the Dropbox or go to the Gradebook after your instructor has evaluated it. Make sure that you save a copy of your submitted project.
Unit 6 Assignment: LearnScape 3 | Recovery and Retention
Unit outcomes addressed in this Assignment:
Distinguish the marketing research process and marketing segmentation strategies.
Assess the concept of relationship marketing and the distinction between satisfaction and loyalty.
Use technology and information resources to research issues in health services strategic marketing.
Course outcome assessed/addressed in this Assignment:
HA575-2:Evaluate research-supported strategies for efficiently assessing and measuring marketing potential.
HA575-3:Assess various marketing tools and compare their advantages and disadvantages.
The main Urgent Care Facility within the Health Care System has experienced a marked decrease in returning customers. In this LearnScape, you evaluate the patient experience with the facility from appointment scheduling through the visit with the staff and physicians. The patient experience evaluation elements include clinical, process, and environmental elements. Based on this information, you will recommend operational changes, if appropriate.
Instructions
An organized analysis of the data and the recommendation will be sent to the instructor for grading.
You will e-mail your recommendations for improvement to James Melbourne in an e-mail.
Analyze the information you have gathered in an organized manner and create a 350-500-word recommendation to James Melbourne. Your recommendation should include:
A service delivery gap analysis and how to create customer value at the urgent care facility.
The role the frontline personnel and their role in high quality service.
Specific suggestions on how to improve the total patient experience at the urgent care facility.
Note: A blank e-mail is on screen, with the To field populated with James Melbourne. The Subject reads:
Confidential: Suggestions for Urgent Care Facility Improvements. You will type a recommendation, and click Send to send the e-mail. On screen, text appears when the message has been sent.
Note: After pressing “Send” a tab will appear showing “Save Assessment.” Save the assessment to your computer using the proper naming convention and upload it to the unit Dropbox.
Requirements
Chapter 6, “Step 3: The Strategy/Action Match” in your text.
Please be sure to download the file “Writing Center Resources” from Doc Sharing to assist you with meeting APA expectations for written Assignments.
Submitting Your Work
Put your responses in a Microsoft Word document. Save it in a location and with the proper naming convention: username-CourseName-section-Unit 1_Assignment.doc (username is your Kaplan username, section is your course section, 1 is your unit number). When you are ready to submit it, go to the Dropbox and complete the steps below:
Click the link that says, “Submit an Assignment.”
In the “Submit to Basket” menu, select Unit 1: Assignment.
In the “Comments” field, make sure to add at least the title of your paper.
Click the “Add Attachments” button.
Follow the steps listed to attach your Word document.
To view your graded work, come back to the Dropbox or go to the Gradebook after your instructor has evaluated it. Make sure that you save a copy of your submitted project.
Unit 8 Assignment: LearnScape 4 | How Are We Doing?
Unit outcomes addressed in this Assignment:
Describe the marketing research process and market segmentation strategies.
Describe the concept of relationship marketing and the distinction between satisfaction and loyalty.
Describe the range of product and service variations.
Course outcome assessed/addressed in this Assignment:
HA575-3:Assess various marketing tools and compare their advantages and disadvantages.
HA575-4: Formulate effective practices for employing marketing tools to specific situations in the healthcare environment.
In this LearnScape, you will apply the concepts learned throughout the training.
It is time for a marketing audit! The Health Care System wants to see how responsive they are to market needs and preferences, and if their marketing strategies are showing a good return on investment. You have been brought in as an objective party to perform this audit. During this LearnScape, you will choose the right people to be in the interviews and choose the best questions to ask from the following categories:
Market and market segments
The organization
Competitors
Products and services
Price
Promotion
Channels of distribution
Once the information is gathered, you will identify the top 3 strengths and the top three weaknesses of the organization. Then, you will make prioritized recommendations to turn the weaknesses into strengths.
Instructions
You will submit an e-mail to Quinn Smith, Chairman of the Board, outlining the top three strengths and the top three weaknesses of the marketing campaign, along with suggestions on how to improve on the weaknesses.
It is time to write your e-mail to Quinn Smith, Chairman of the Board, outlining the top three strengths and the top three weaknesses of the Bright Road marketing survey results. Be sure to include suggestions on how to turn the weaknesses into strengths.
NOTE: The scene is a close up of your computer screen with the e-mail application open. The “To:” section is filled with the description “Quinn Smith” and the subject is already filled in: “CONFIDENTIAL: Marketing Survey Results Recommendations.”
On-screen text: Type your recommendation in the body of the e-mail. Do not forget, you can use the survey results and notes you have taken throughout your interviews. Be sure to back up your recommendation with the analysis of the information gained along the way.
NOTE: You will be given an option to “Submit” the e-mail after writing it. After pressing “Send” a tab will appear showing “Save Assessment.” Save the assessment to your computer using the proper naming convention and upload it to the unit Dropbox.
Requirements
Health Care Market Strategy (4th ed.), Chapter 8: “Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan”
Please be sure to download the file “Writing Center Resources” from Doc Sharing to assist you with meeting APA expectations for written Assignments.
Submitting Your Work
Put your responses in a Microsoft Word document. Save it in a location and with the proper naming convention: username-CourseName-section-Unit 1_Assignment.doc (username is your Kaplan username, section is your course section, 1 is your unit number). When you are ready to submit it, go to the Dropbox and complete the steps below:
Click the link that says, “Submit an Assignment.”
In the “Submit to Basket” menu, select Unit 1: Assignment.
In the “Comments” field, make sure to add at least the title of your paper.
Click the “Add Attachments” button.
Follow the steps listed to attach your Word document.
To view your graded work, come back to the Dropbox or go to the Gradebook after your instructor has evaluated it. Make sure that you save a copy of your submitted project.
