Question Details

You have recently been hired as the Vice President of Marketing of a hospital in your geographic area. It has been determined that specialization will be the direction the hospital will take. You have been asked to research options for regional specialization (e.g., cardiac, cancer, women- health, etc.) that will result in a higher profit margin for the hospital. Ultimately, the hospital will adopt only one specialty








Assignment 5 - Product, Price, Distribution, and Promotion

You have recently been hired as the Vice President of Marketing of a hospital in your geographic area. It has been determined that specialization will be the direction the hospital will take. You have been asked to research options for regional specialization (e.g., cardiac, cancer, women- health, etc.) that will result in a higher profit margin for the hospital.  Ultimately, the hospital will adopt only one specialty. 

In a four to five (4-5) page paper, describe how you would handle this selection process from each of these points of view.  
1.	Identify a specialty that fits for your geographic area and justify your selection.
2.	Indicate what level of intensity would promote this transition effectively, keeping in mind those physicians, employees, and consumers who will be affected by the change.  Provide support for your answer. 
Based on the level of intensity  chosen above, create a promotional strategy that includes the following: 
3.	The internal communication / promotion to employees.
4.	The external communication / promotion to the community.
5.	The external communication / promotion to potential and future patients.

The format of the paper is to be as follows:
o	Typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format.
o	Type the question followed by your answer to the question.
o	In addition to the four to five (4-5) pages required, a title page is to be included. The title page is to contain the title of the assignment, your name, the instructor- name, the course title, and the date.

Note: You will be graded on the quality of your answers, the logic/organization of the report, your language skills, and your writing skills.



The assignment will be graded using the following rubric:

Outcomes Assessed	•	Identify the varying levels of distribution intensity and the considerations in implementing each alternative.
•	Identify the alternative components of the promotional mix and their respective values.
•	Use technology and information resources to research issues in health care marketing.
Grading Rubric for Assignment #5 - Product, Price, Distribution, and Promotion

Criteria	0
Unacceptable	20
Developing	30
Competent	40
Exemplary
1. Identify a specialty that fits for your geographic area and justify your selection.
	Did not complete the assignment or did not identify a specialty that fits for your geographic area and justify your selection; omitted key information and/or included irrelevant information. Completed with less than 70% accuracy, thoroughness, and logic. 	Partially identified a specialty that fits for your geographic area and justify your selection; omitted some key information. Completed with 70-79% accuracy, thoroughness, and logic. 	Sufficiently identified a specialty that fits for your geographic area and justify your selection. Completed with 80-89% accuracy, thoroughness, and logic. 	Fully identified a specialty that fits for your geographic area and justify your selection. Completed with 90-100% accuracy, thoroughness, and logic. 
2. Indicate what level of intensity would promote this transition effectively and support your answer. 	Did not complete the assignment or did not indicate what level of intensity would promote this transition effectively and supported your answer; omitted key information and/or included irrelevant information. Completed with less than 70% accuracy, thoroughness, and logic. 	Partially indicated what level of intensity would promote this transition effectively and supported your answer; omitted some key information. Completed with 70-79% accuracy, thoroughness, and logic. 	Sufficiently indicated what level of intensity would promote this transition effectively and supported your answer. Completed with 80-89% accuracy, thoroughness, and logic. 	Fully indicated what level of intensity would promote this transition effectively and supported your answer. Completed with 90-100% accuracy, thoroughness, and logic. 
3. Create a promotional strategy that includes the internal communication / promotion to employees.
	Did not complete the assignment or did not create a promotional strategy that includes the internal communication / promotion to employees; omitted key information and/or included irrelevant information. Completed with less than 70% accuracy, thoroughness, and logic. 	Partially created a promotional strategy that includes the internal communication / promotion to employees; omitted some key information. Completed with 70-79% accuracy, thoroughness, and logic. 	Sufficiently created a promotional strategy that includes the internal communication / promotion to employees. Completed with 80-89% accuracy, thoroughness, and logic. 	Fully created a promotional strategy that includes the internal communication / promotion to employees. Completed with 90-100% accuracy, thoroughness, and logic. 
4. Create a promotional strategy that includes the external communication / promotion to the community.	Did not complete the assignment or did not create a promotional strategy that includes the external communication / promotion to the community; omitted key information and/or included irrelevant information. Completed with less than 70% accuracy, thoroughness, and logic. 	Partially created a promotional strategy that includes the external communication / promotion to the community; omitted some key information. Completed with 70-79% accuracy, thoroughness, and logic. 	Sufficiently created a promotional strategy that includes the external communication / promotion to the community. Completed with 80-89% accuracy, thoroughness, and logic. 	Fully created a promotional strategy that includes the external communication / promotion to the community. Completed with 90-100% accuracy, thoroughness, and logic. 
5. Create a promotional strategy that includes the internal communication / promotion to potential and future patients.	Did not complete the assignment or did not create a promotional strategy that includes the internal communication / promotion to potential and future patients; omitted key information and/or included irrelevant information. Completed with less than 70% accuracy, thoroughness, and logic. 	Partially created a promotional strategy that includes the internal communication / promotion to potential and future patients; omitted some key information. Completed with 70-79% accuracy, thoroughness, and logic. 	Sufficiently created a promotional strategy that includes the internal communication / promotion to potential and future patients. Completed with 80-89% accuracy, thoroughness, and logic. 	Fully created a promotional strategy that includes the internal communication / promotion to potential and future patients. Completed with 90-100% accuracy, thoroughness, and logic. 
6. Clarity  
     	Did not complete the assignment or explanations are unclear and not organized. 
(Major issues)	Explanations generally unclear and not well organized. 
(Many issues)	Explanations generally clear and/or organized. (Minor issues)	Explanations very clear and well organized.
(Added helpful)
7. Writing - Grammar, sentence structure, paragraph structure, spelling, punctuation, APA usage.
	Did not complete the assignment or had 8 or more different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage. (Major issues)	Had 6-7 different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage. (Many issues)	Had 4-5 different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage. (Minor issues)	Had 0-3 different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage.

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