I’m doing a Health Care Marketing Business Plan Project. The 1st step to this plan was the Health Care Organization Selection which is already completed.
I had to select a Not-for-profit or For-profit Health Care Organization for this Business Plan. The chosen health care organization will either market a new product or service to a specific target market.
United Health Group Incorporated is the healthcare organization I selected to use for my project. It is an American profit-making healthcare organization situated in Minnetonka, Minnesota. I’ve chosen to market Dialysis Centers. (I will attach this assignment, so you’ll have the information needed to revise, and finish the 5 phases for this project).
This plan will include 5 phases which will be broken up. The phases are:
Phase 1: Executive Summary
Phase 2: Company Profile & Industry Overview
Phase 3: Service Overview, Competitive Analysis, Marketing Mix
Phase 4: Service Delivery Plan and Human Resources Plan
Phase 5: Financial Statement and Balance Sheets
However, for now I only need you to do phase 1 which is the Executive summary.
Phase I: Executive Summary
• a summary of the planning issue, which includes a new product, new service opportunity, or process improvement issue.
• A future –oriented, two-page document demonstrating knowledge of the issue and provides the prospective value
• What to include in the Executive Summary:
a. Make a list of the distinctive features by answering these questions:
Ex: What savings or profits will it generate by improving efficiency? Or what saving or profits will it generate by developing a new service? Or what will it bring by bringing in paying patients or no-show patients?
3. Targeting Market Summary: Answer the following questions:
4. Competitive Analysis (if a new service opportunity):
5. Key Marketing Strategies – Refer to Chapter 2
6. Operational Highlights
7. Intermediary Concerns or Issues
Executive Summary (2 pages)
• Marketing Highlights
• Targeting Market Summary
• Competitive Analysis
• Key Marketing Strategies
• Operational Highlights
• Intermediary Concerns
Use of References
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