Throughout this course, you have considered the value of developing a health care services marketing plan and have determined the relevance of this process for the practice of health care administration. As you refine your skills for developing health care services marketing plans, you will be able to define, develop, and implement health programs, initiatives, or offer health care services. In addressing the needs for your target audience or community, your organization or agency will be better poised to offer effective health care delivery.

For this Final Project, review the components you submitted throughout the course and reflect on Instructor feedback. Then, revise the components and consider the short- and long-term implications of your health care services marketing plan.

The Project (13–21 pages, not including references)

  • Component      1 (submitted in Week 2)
  • Component      2 (submitted in Week 4)
  • Component      3 (submitted in Week 5)
  • Component      4 (submitted in Week 6)
  • Component      5 (submitted in Week 7)
  • Component      6 (submitted in Week 8)
  • Component      7 (submitted in Week 9)
  • Component      8 – In 1–2 pages, explain the short-term and long-term potential impacts of the health care services outlined in your health care services marketing plan.

Be sure to provide 10 to 15 references to support your entire health care services marketing plan submission.

Running head: SOCIAL MEDIA TOOLS FOR HEALTHCARE SERVICES 1

SOCIAL MEDIA TOOLS FOR HEALTHCARE SERVICES 4

Social Media Tools for Healthcare Services

Introduction

Technology, especially the coming of various social media platforms, have changed methods of marketing. The health sector today can use social media tools to advance preventive and curative healthcare services to a wide population. Social media tools, when properly used, facilitate instantaneous feedback, creation of a networked community and enhance the dissemination of information. Today, most Americans suffer from obesity or overweight. Various indicators show that poor nutrition plays a significant role in the phenomenon. It makes sense to target youths with nutrition matters as they form the economically active population and make the most nutritional mistakes leading to the high cases of obesity in the country. Twitter, Facebook, and Instagram give enough platform to inform and educate the youths on better nutritional choices. Hashtags and use of social backers make the marketing of healthcare programs efficient and effective.

Obesity and overweight remain one of the top public health issue affecting most Americans. The world health organization has reported that the USA numbers remain the highest in the world. Obese people spend more on medical expenses annually as compared to the non-obese people. The government of the USA also spend more on providing medical services because of high cases of obesity. Statistics show that 39.8 % of USA adults above 20 years suffer obesity (Ogden et al., 2015). On the same age bracket, an additional 31.8 % suffer from overweight (Hales et al., 2017). Considering the past decades, obesity rates in the USA tend to keep rising. Many research studies claim that problems of obesity and overweight emanate from poor nutrition and physical inactivity. Due to the increasing medical expenses, increasing cases of overweight and various diseases affecting obese people, the time has come to device a public health program. The aim of the program will be sensitize and disseminate information on nutrition and its role in curbing obesity to young adults. In marketing the plan on a need to keep a nutritional check, public health sector intends to use social media tools to reach out to as many people as possible as well as getting immediate feedback.

Most Americans use social media to check on trends, events, and continuous communication. The penetration of social media in the country remains high at 70%, and 79% of the population has a social media profile in one of the platforms (Hales et al., 2017). Healthcare providers have to use multiple platforms, for instance, snap chat, twitter, and Facebook to reach the target

Running head: AGENCY VISION AND MISSION 1

AGENCY VISION AND MISSION 2


Health Agencies and Marketing Plans

Alabama Department of Public Health has a variety of services and programs that it offers to its diverse population. It provides clinical, environmental, home and community services to its local residents. The clinical services include family planning, cancer screening, tuberculosis screening, and health insurance for children among other things. Environmental services, on the other hand, are put in place to ensure standards in several health-related and environmental service areas are on point to protect the public from injury and to prevent the spread of diseases. In other words, the health agency has protection activities that include complaint investigations, health regulation enforcement, and licensing, permitting and inspections for various facilities such as body art facilities, jails or prisons, and hotels. Finally, home and community services include home health care and life care services. They are put in place to ensure everyone is comfortable in their home environment.

Generally speaking, the Alabama Department of Public Health was established to focus on a number of health related issues such as emergency preparedness and emergency medical services. It also focuses on disease prevention, home and community health, healthcare access, family health and regulation and licensure. Also, the health agency is responsible for publishing health-related pamphlets that are readily available to the residents of Alabama. The topics in the pamphlets usually vary as they range from environmental health, nutrition and physical activity to injury prevention. So, I think that the department has done a good job so far in keeping the residents of Alabama safe.

Reason being, when you look at their mission and vision statement, you’ll notice that the department is doing all it can to provide a comfortable environment for the state’s residents. According to their website, the health agency’s mission states that it aims to protect, promote and improve the health of individuals and communities of Alabama. On the other hand, its vision statement stipulates that the department wants to lead the state in assuring the health of Alabamians by promoting healthy, safe, prepared and informed communities. When you combine all of that with the agency’s core values, you’ll see why I am saying the facility has done a good job so far.

Now, my marketing plan is designed to promote nutrition among teens especially in middle schools. Reason being, these teens form the economically active population and make the most nutritional mistakes leading to the high cases of obesity in the country. My product strategy (in this case “promoting nutrition”) involves the positive impact that breakfast has on Co

Running head: PROMOTING OBESITY HEALTHCARE PLAN

PROMOTING OBESITY HEALTHCARE PLAN 2


Promoting Obesity Health Care Plan

The Target Client the Health Services Marketing Plan

The rural populations experience higher rates of obesity due to the lack of information available to them in regards to healthy living, balanced diets, and health risk awareness. Regarding my initiative of providing the youth population with obesity mitigation interventions, my target population would be the multicultural migrant children from the rural area. These clients would be between the ages of 3 to 16 years old with other isolated cases (Caliendo & Gehrsitz, 2016). Most of these clients would be school going children between 6 to 16 years of age. The majority of these patients will reside with their parents or guardians.

These target clients are associated with patterns of consuming high calorie meals and sugary snacks. They also seem to lack suitable exercising facilities thus do not engage in physical exercises. Most of my clients came from families that purchase easy to make inexpensive freezer meals that last longer. The majority of their combined annual family income is less than $50,000. Some of the parents would initially reject obesity interventions for their children due to the lack of proper orientation on the importance of healthy living. Other parents will reject the intervention due to traditional beliefs that being fat is normal or a sign of wellness and happiness (Puhl & Heuer, 2010). In time, their parents will value these new services and will take their obese children in for intervention.

Hurdles of and Promoting a Healthcare Marketing Plan

Economic Barrier

Promoting obesity mitigation project on a low-income rural population will encounter numerous hurdles. First, the parents and guardians of my clients would likely have limited resources to pay for the obese treatment. Their uninsured state would further make it difficult for them to attend these mitigation sessions. Parents whose children have health insurance coverage would still face burdensome cost-sharing via premium payments, deductibles, and copayments (Puhl & Heuer, 2010). The underinsured will not be able to obtain the required types of healthcare services which are often costly. This factor is likely to interfere with the general service delivery program in the form of transport, outreach, administrative overhead, and high-risk care.

I would address this financial obstacle by creating a health fund to help pay for the visits of obese clients that cannot afford the cost of the mitigation services. I would also help them acquire public health insurance to protect their health needs in the marginalized region. This voucher would help t

Running head: MARKETING PLAN TO PROMOTE HEALTH CARE SERVICES 1

MARKETING PLAN TO PROMOTE HEALTH CARE SERVICES 3

Marketing Plan to Promote Health Care Services

Describe the health literacy of your target audience for your marketing plan.

Health literacy is the ability of an individual to obtain and process health information (Gabarron, Lau & Syed-Abdul, 2016). Ideally, this information helps people make health decision either for themselves or for close relatives (Skurka, 2017). The youth who are my target audience typically lack numerical skills. Thus they can be said to be health literate. These individuals can accomplish everything that has to do with numerals but cannot calculate cholesterol or measure medications.

Additionally, the youth are in no position to share the history of their health with healthcare facilitators. Moreover, the youth who are my target audience are not in a place to navigate the healthcare system. Thus are not suited to locate health service providers in their surrounding communities. Also, the youth do not have adequate information on nutrition, and therefore they end up consuming the wrong diet (Skurka, 2017). This is the reason why the youth are suffering from obesity. I believe that the target audience of the marketing plan can be described as relatively health literate. They are always engaging in self-health care and the management of diseases but lack some other aspects of health literacy.

Explain how your marketing plan will address the health literacy of your target audience.

My market plan will be aimed at the youth; thus, I will use the most popular social media platforms among the youth. In the plan, I will reinforce the importance of being health literate. I will include as many health topics as possible as a way to make the youth health erudite. Some of the topics that I will include in the market plan include the need to have a proper diet, causes of diseases, and the need to exercise regularly. This information will ensure that the audience is aware of health information and can apply the knowledge when need be (Skurka, 2017). Moreover, in the plan, I would ensure I explain how the human body works to give the audience a glimpse of what to expect from their body. With this information, the youth would not become very worried when they are diagnosed with different illnesses that are not very serious.

Describe two strategies you might take to best tailor the messages in your marketing plan to promote uptake within your target audience and explain why.

The youth are mostly on social media; thus, social media will be the most effective way to reach a large number of youths. The radio and television is also another platform that I intend to use as the youth are active contributors on broadcast and cable television. I mean to come up

Running head: CULTURALLY CRITICAL FACTORS

CULTURALLY CRITICAL FACTORS 4

Culturally Critical Factors

Introduction

The promotion of a health service marketing program on obese youths from a diverse, economically active society compels that I identify the most sensitive and appropriate cultural elements. This healthcare marketing plan would focus on a culturally sensitive care which reflects the capacity to value clients’ feelings, attitudes, or situations towards promoting their wellness (Fregidou-Malama & Hyder, 2015). This response would act on clients’ shared ethnicity, nation, cultural heritage, and language, thereby creating the feeling of client satisfaction. The program plan would structure the care with professionalism and relevancy to the client’s wishes and expectations. It would require every medic on the team to develop a keen interest to patients, conduct themselves professionally and on time to create satisfaction (Caliendo & Gehrsitz, 2016). This plan would also seek the display of warmth, support, empathy, genuineness, and respect for patient interactions.

The plan would comprise strategies of learning client patterns of communication in terms of verbal or written approaches, thus affirming their community values. More so, we would seek clarification on whether the clients regard relationships during service delivery or speed and efficiency. The plan would address their racial and, linguistic and cultural variations by employing a team comprising of members from the local community (Caliendo & Gehrsitz, 2016). This strategy would make them feel part of the program and not an outsiders. This plan would address the issue of cultural diversity by building relationships with clients and their families. This approach would attract business partnerships between caregivers and clients families, especially if they are Asians, Africans, Hispanic, and Arabs. These groups have a culture that values healthy relationships. The plan would design a strategy that includes females in the program to deal with the issue of gender variations for these obese youth (Fregidou-Malama & Hyder, 2015). The plan would proactively create links with the relevant institutions towards enrolling obese children from low-income families for health funds. This approach would prevent the health institution from incurring losses in this healthcare system business.

The Impact of Culturally sensitive Elements and Considerations

Scholars have depicted that culturally critical factors play a crucial role in caregiving marketing. Poor communication, between the caregiver and the ever vulnerable contemporary youth clients, is likely to harm the plan by destroying the trust between them (Fregidou-Malama & Hyder, 2015). Clients may refuse to share their personal information w

Running head: FORMATIVE EVALUATION IN MARKETING PLAN DEVELOPMENT 1

FORMATIVE EVALUATION IN MARKETING PLAN DEVELOPMENT 4


Formative Evaluation in Marketing Plan Development

Formative evaluation (FE) draws upon various conceptions and impact practices from models, theories, and frameworks in education, social psychology, communication, and marketing. The value of this process stretches to the field of healthcare as well, where it proves helpful in various healthcare functions. One of those areas in which the significance of formative evaluation is profound and well-documented is marketing (Hillestad & Berkowitz, 2012). Comparable to the business meadow, in healthcare, it FE is highly applicable in the development of marketing plans (Cooper et al., 2011). Therefore, how is it applicable in instituting marketing plans? How can formative evaluation methods be incorporated in the design of health care services marketing plans, and how could this be important for the practice of health care administration?

Consider my marketing plan, which is designed to promote nutrition among teens, especially in middle schools. Data shows that teens form the economically active population and make the most nutritional mistakes leading to the high cases of obesity. In this case, formative evaluation methods would be useful in identifying the prospective clients for the nutrition promotion products that the company offers. My product strategy involves the positive impact that breakfast has on Continuous Assessment Tests scores and classroom behaviors. Contrarily, the pricing strategy entails costs and recommendations that will be helpful in lowering the barriers of implementing a Grab-N-Go breakfast. For instance, in case of student rejection, the school faculty can offer a variety of foods each day, and they can present foods in a manner that students find more attractive.

The plan also incorporates a placement strategy erected to guide the location that breakfast is sold and consumed in middle schools. The sales will minimize the amount of time needed to purchase while the consumption allows students to eat breakfast where they can interact with other students. My promotional strategy involves recommendations for promoting the program to various teens around the state. I think that we can use older teens and other high school students to promote regular breakfast consumption. In addition, in promoting the program, parents or teachers can use word of mouth, school websites and even signs placed in front of schools to reach out to students who are having trouble grasping the importance of the program. Furthermore, with the aid of the Alabama Department of Public Health, my plan can be successfully implemented.

In this plan, FE would be handy in two ways, namely (i) during

Running head: FORMATIVE AND OUTCOME EVALUATION 1

FORMATIVE AND OUTCOME EVALUATION 3

Formative and Outcome Evaluation

Implementation of my marketing plan will rely on execution of the laid out steps in two phases involving, the members of staff in the cafeteria and the promotional team working to draw students towards the suggested meal plan. First, I will require the promotion team to put on exquisite outfits that draw the attention of the teens in middle school towards the cafeteria. Secondly, I will require the team to talk with potential customers passing by the cafeteria in a friendly tone and offer the meal plan to those who listen to them. In marketing, an excellent pitch of the product being promoted catches most consumers’ attention and in cases where the strategy is ineffective, meal samples can be offered at the beginning of the week.

The second phase will involve the delivery of high quality breakfast meals to the students visiting the cafeteria in an exquisite fashion. The aim of this phase is to supersede the expectations of the teens and provide them with a high variety of healthy and affordable foods (Parker & Thorson, 2009). The members of staff should serve the students politely and follow up on the customer’s level of satisfaction by making enquiries. The aim of this phase is to ensure acceptance of the healthy meal plan and minimize rejection for students with varying food preferences.

The marketing plan will be executed over a period of one month, which will involve feasibility tests and constant interactions with the students. A feedback channel such as a suggestion box will be required in the cafeteria for weekly evaluation of the student’s perception about the food (Parker & Thorson, 2009). One of the tools that will be vital in this first month is a sample of available foods for inquisitive students to taste and have a feel of what the program has to offer. The sampling marketing strategy is expensive and can only be conducted on every Monday for the four weeks when the program will be launched. Moreover, the cafeteria staff will collect student’s feedbacks every Friday and recommendations will be considered for implementation in the next week.

Two of the potential barriers that may affect the implementation process include the pricing structure of the foods and the individual preference of teen customers. Pricing is a potential barrier because the cost of food determines what most people consume since it is a reflection of their income (Kennedy et al., 2014). Middle school teens rely on their parents for revenue to purchase the items they require on a daily basis. Food accounts for most of the expenditure of school-going teens and price is a crucial determinant of what type of food they consume.

On th