Marketing for Healthcare Analysis
Marketing Plan A group of primary care physicians has decided to locate ina suburb of Washington, D C Although the group plans to conduct primarymarket research on the area, they have already learned that the community iscomprised of baby boomers, Gen-Xers, and N-Gen white-collar workers, mostlyemployed by high-tech and consulting firms located in the outer belt thatsurrounds Washington, DC
What are the implications of this market profile withregards to:
1How the office setting might be configured?
2How office scheduling and hours should be set?
Several of the group’s older partners have announced theirintentions to retire within the next two years At a recent meeting, the grouphas decided it wants to bring in five new partners over the next 12 to 20months The group hopes it can attract younger primary care physicians who areno more than 3 to 5 years out of training In this way, the group believes thegroup can continue to stay viable and grow Identify the key elements of arecruitment plan to attract physicians from this cohort In your plan, describeboth your message and the media you would propose using
In addition to responding to the above questions, develop amarketing plan for the entire group that includes the following components:
•Industry Overview (characteristics, trends, competitivefactors, regulatory constraints)
•Description of suggested market research objectives andstudy design
•Business mission and goals
•Description of key customers (segment) and their key needs
•Description of services and key advantages/benefits
•Four key strategies for positioning the service
•Advertising and communications strategy
•Organization and staffing
Support your analysis by referencing and citing at leastthree credible peer-reviewed sources
