Rasmussen College Week 8 Horizon Mental and Adult Rehabilitative Services Offensive Marketing Plan

Week 8 Assignment – Create an Offensive Marketing PlanCompany Name: Horizon Mental and Adult Rehabilitative Services
Assignment Instructions
Your task is to create an offensive marketing plan for Scarlet Hospital. The competition has
already created a marketing plan that advertises in your area, so your marketing plan should
reflect that.
Chapter 39 in Health Care Marketing outlines Philip Kotler’s Marketing Plan. Read through this
to understand what you will need to include in your plan.
You may want to watch some of the videos found in the LinkedIn Learning course, Writing a
Marketing Plan, to get specifics on the different parts of a plan.
You may also want to review the article 8 Important Steps to Successfully Implement Your
Marketing Plan.
Your plan should be 4–6 pages and include the following eight sections:
1. An Executive Summary and Table of Contents that summarizes the key points of the marketing
plan including any recommendations and strategies and has an itemized table of contents for the
plan that make each of the sections easy to find.
2. An explanation of the Current Marketing Situation that determines whether Scarlet Hospital is
ready to fully compete aggressively based on market research, and existing marketing plan.
3. An Opportunity and Issue Analysis that assesses the existing marketing plan, while making
recommendations on the direction Scarlet Hospital should follow. It should also include a review
of the Scarlet hospital strategy for assessing the potential for a change or enhancement to
generate revenue.
4. Objectives for an offensive marketing plan using techniques like market penetration, market
development and product development.
5. A Market Strategy that proposes a one-page offensive strategy (such as communication,
branding, or innovation) that Scarlet Hospital should deploy in order to turn the table
on opposing health care providers and improve its competitive marketing position.
6. An outline of Action Programs that can be put in place by Scarlet Hospital to protect its market
share and thus decrease the chance of losing patients to other institutions. Action programs
should also reflect an awareness of the current events that contribute to the risk of losing patients
to other institutions.
7. Financial Projections that allow Scarlet Hospital to determine if any financial reinforcement is
needed for the offensive marketing strategy.
8. Implementation Controls that include a review of the marketing team’s plan, communication and
project timeline to ensure those pieces contribute to the success of the marketing strategy being
implemented.
Use 3 sources to support your writing. Choose sources that are credible, relevant, and
appropriate. Cite each source listed on your source slide at least one time within your
assignment. For help with research, writing, and citation, access the library or review library
guides. These sources can be the last page of the plan.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment:
•
Propose an offensive marketing strategy for a health care organization to meet a competitive
challenge.