Consider the following areas below and discuss:
• What are the key messages you want to convey in your marketing materials about
your organization?
• How are you positioning your service/organization?
• What mix of vehicles will you use?
• What are the objectives?
Possibilities to include are: association publications digital media, OHH (including digital
options), community newspapers, streaming services, salespeople, e-detailing events, direct mail sponsorships, internet, split cable, radio, written articles, education forum, even
sponsorships, community groups, flyers or brochures, educational seminars, social media (ex: Youtube, Blogging, Flickr, Podcasts).
Marketing Mix-Place
This describes the location and distribution of the service or product. You should provide
a complete description of how and where you plan to have people access the service or product (if this is a new service proposal or a restructuring of how the HCOs clinical services are to be delivered) or how a cost-saving proposal affects the delivery service.
Why is this information important?
o You must match your distribution strategy to the access preferences of your target market (client needs) be they referral preferences or other buyers (EAPs, industry, consumers, etc). o In a regulatory laden industry, these constraints much also be considered.
Consider the following areas below to include and discuss:
• Where will the service/product be delivered (location, hours, technology utilized)?
• What are the costs associated with this manner of distribution?
• What is the marketing importance/advantage of the location?
• Does the location/distribution approach provide any competitive advantages?
• Are there exit issues with this distribution strategy?
The Marketing Mix-Pricing
This is a complete description of how and where the HCO should plan to price or cost the service (if this is a new service proposal) or, with a restructuring, how existing clinical services are to be delivered with a specification of a cost-savings proposal.
Why is this Information Important?
-Match pricing strategy to the changing demands of the market condition (third-party
payers, regulatory, corporate, end user)
-In a regulatory laden industry, constraints must also be considered.
Consider the areas below and discuss:
• Labor cost of full-time equivalent employees (FTEs)
• Overhead
• Margin (across service lines) (trends)
Other pricing considerations
– Customer perception of value
– Will there be discounting? What type of package pricing or providing alternative
contractual pricing approaches? How much is the market driven by value-based
contracting?
– What type of pricing strategies will be used?
Requirements:
Complete in a Word document supporting with credible sources (minimum
of six), APA title page, in-text citations, and reference list. Submit in Canvas.
