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Action Strategy

Action Strategy

Action Strategy
 
Assume that you plan to start a healthcare related business in your hometown.  What products/services would you choose?  Use either BCG Matrix, General Electronic Model, or MAC Model to conduct your analysis. List your reference(s) in APA format.  Respond to at least two of your classmates’ postings.

Required Text
Read from the text, Health care market strategy: From planning to action:
Chapter 6: The Strategy/Action Match
This chapter discusses how environmental and organizational data relate directly to strategic planning and which strategies fit different market conditions.
Chapter 7: Determining Marketing Actions
This chapter presents a variety of tactics to achieve marketing goals.

Recommended Resources

Articles
Davis, J. A., Marino, L. D., & Davis, L. (2007).  Senior services: Exploring nursing home services for community-based senior.  International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317.  Retrieved from the proQuest database.
Dubey, R., & Dubey, J. (2009).  Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management.  Journal of Medical Marketing, 9(2), 104-118.  Retrieved from the proQuest database.
Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising.  Journal of Healthcare Management, 53(4), 242-256.  Retrieved from the proQuest database.
Rao, S. K. (2009).  A new paradigm for developing bio/pharmaceutical positioning strategy.  Journal of Medical Marketing, 9(1), 29-39.  Retrieved from the proQuest database.

Required Text
Hillestad, S. & Berkowitz, E. (2004).  Heath care market strategy: From planning to action (3rd ed).  Sudbury, MA: Jones and Bartlett.
Required Resources

Article
American Hospital Association.  (2012).  Key issues.  Retrieved from http://www.aha.org/aha/issues/index.html
Multimedia
Kmccoypbo.  (2009, June 26).  Why your healthcare practice needs a marketing plan.  [Video file].  Retrieved from http://www.youtube.com/watch?v=KclSAM7U76I
Website
HealthCare.gov.  ( http://www.healthcare.gov/)

Recommended Resources

Articles
Alkhateeb, F. M., Clauson, K. A., Khanfar, N. M., & Latif, D. A. (2008).  Legal and regulatory risk associated with Web 2.0 adoption by pharmaceutical companies.  Journal of Medical Marketing, 8(4), 311-318.  Retrieved from the ProQuest database.

Daniel, K. L., Bernhardt, J. M., & Eroglu, D. (2009).  Social marketing and health communication: From people to places.  American Journal of Public Health, 99(12), 2120-2122.  Retrieved from the ProQuest database.

Davis, J. A., Marino, L. D., & Davis, L. (2007).  Senior services: Exploring nursing home services for community-based senior.  International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317.  Retrieved from the ProQuest database.

Dubey, R., & Dubey, J. (2009).  Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management.  Journal of Medical Marketing, 9(2), 104-118.  Retrieved from the proQuest database.

Hanna, G. (2006).  Focus on creativity and aging in the United States.  Generations, 30(1), 47-49.  Retrieved from the ProQuest database.

Jung, M. L., & Berthon, P. (2009).  Fulfilling the promise: A model for delivering successful online health care.  Journal of Healthcare Management, 9(3), 243-254.  Retrieved from the ProQuest database.

Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising.  Journal of Healthcare Management, 53(4), 242-256.  Retrieved from the ProQuest database.

Lindrooth, R. C. (2008).  Research on the hospital market: Recent advances and continuing data needs.  Inquire-Excellus Health Plan, 45(1), 19-29.  Retrieved from the ProQuest database.

Nussbaum, A. K. (2009).  Ethical corporate social responsibility (CSR) and the pharmaceutical industry: A happy couple? Journal of Medical Marketing, 9(1), 67-76.  Retrieved from the ProQuest database.

Patterson, L. (2007).  Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270-276.  Retrieved from the ProQuest database.

Rao, S. K. (2009).  A new paradigm for developing bio/pharmaceutical positioning strategy.  Journal of Medical Marketing, 9(1), 29-39.  Retrieved from the ProQuest database.

Rooney, K. (2009).  Consumer-driven healthcare marketing: Using the web to get up close and personal.  Journal of Healthcare Management, 54(4), 241-251.  Retrieved from the ProQuest database.

Steoger. N. J., & Balog, A. (2010).  Realizing patient-centered care: Putting patients in the center, not the middle.  Frontiers of Health Services Management, 26(4), 15-25.  Retrieved from the proQuest database.

Stewart, D. W. (2006).  Putting financial discipline in marketing: A call to action.  Corporate Finance Review, 11(2), 14-21.  Retrieved from the ProQuest database.

Thomas, M. (2000).  Marketing performance measurement: Directions for development.  Journal of Targeting, Measurement and Analysis for Marketing, 9(1), 70-91.  Retrieved from the ProQuest database.

Yang, W. (2010).  Relationships among internal marketing perceptions, organizational support, job satisfaction and role behavior in healthcare organizations.  International Journal of Management, 27(2), 241-251.  Retrieved from the ProQuest database.


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