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Solved by verified expert:Week 8 Assignment 2 Submission If you are using the Blackboard Mobile Learn IOS App, please click “View in Browser.” Students, please view the “Submit a Clickable Rubric Assignment” in the Student Center. Instructors, training on how to grade is within the Instructor Center. Click the link above to submit your assignment. Assignment 2: Competition, Marketing Mix, and Pricing Due Week 8 and worth 300 points For this assignment, use the same health care provider as in Assignment 1. Write a four to six (4-6) page paper in which you: Determine the key characteristics of the users of the products and/or services of the health care provider you selected.Analyze the competitive environment of the health care provider you selected and recommend a course of action for strategic marketing success.Determine which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected.Determine the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected.Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites. Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length. The specific course learning outcomes associated with this assignment are: Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success.Analyze the users of the health care system.Describe the various tools of the marketing mix available to health care providers.Use technology and information resources to research issues in health services marketing.Write clearly and concisely about health services marketing using proper writing mechanics. Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills. Click here to view the grading rubric.
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Running Head MARKETING AND THE HEALTHCARE SYSTEM
Name
Kamilah King
Marketing and the Healthcare System
Course
HSA305
Instructor
Date
1
Marketing And The Healthcare System
2
Marketing And The Healthcare System
Introduction
In the United States, the Dentists industry has promoted from favorable trends of
demography, advances in technology along with mounting consciousness of oral hygiene
over the previous 5 years. Furthermore, as a whole this industry at present is receiving more
reimbursements of health insurer as compared to it has in the past. Consequently, over the
previous few years, clinics profitability has enhanced for the reason that more patients visit
the dentists. It is expected from the last few years that the industry revenue will grow further.
For this paper, the selected healthcare provider is from the dental industry. The selected
healthcare provider is Vision Dental.
Background of Vision Dental
Located near Century City and UCLA Campus, Vision Dental is an advanced dental
facility. As a courtesy, vision Dental helps the patient’s bills in their PPO insurance carriers.
Vision Dental specializes in Pediatric Dentist, Orthodontics, General, Family & Cosmetic
Dentistry. The focus of Vision Dental’s practice is on providing an exclusive dental
experience to the patients with a focus on the comfort of the patient while performing the
dentistry’s highest quality. By offering dentistry with the help of using cutting-edge
technology, the goal of Vision Dental is to lessen visits of needless appointment. Vision
Dental strongly emphasizes on keeping environmentally responsible practices (Vision Dental,
2018).
Impact of Marketing on Dental Vision
For the success of any organization, small or big, a significant strategy is marketing
that enables potential customers for being attentive and being aware of a service or product.
A marketing strategy or plan’s effectiveness can break or make the success of a particular
product. Having the right approach along with the plan of communication with consumers is
Marketing And The Healthcare System
3
important at a product’s launch during its phase of marketing. At the Vision Dental, the
addition of several programs calls for particular needs of communication that target dissimilar
demographics along with a wide range of consumers’ generations. The objective is to
establish long-term relations with clients that will make trusting associations (Logan, 2011).
For dental practices, along with for most services and products, marketing has greatly
transformed in the previous period as technology keeps on to moving the organization in the
direction of receiving most of the information from the sources of the Internet. Currently, this
is the period in which advertising of business is described by the revolution of internet
marketing. Google, the multi-billion dollars organization, is known best for being a company
for Internet search. Nevertheless, its unusual revenues are accumulated from ads. Therefore,
it is actually an advertising organization. Website recognition and presence are imperious to
the utmost success of the developing dental practice (Logan, 2011). Proper positioning and
site construction will conclude the failure or success of Vision Dental’s Internet campaign.
Currently, over half of the new patients of Vision Dental come with the help of marketing by
finding and searching the Vision Dental over the Internet.
A Strategy for Vision Dental
A number of treatments are combined by the product that practice customer service
and the offers received by the patients from the staff and dentist. Resolutions regarding the
treatments that will be offered by the practice reflect the experience and skill levels of the
dentists, the practice type, and the population of the targeted patient. A dentist can be health
motivated completely in service options or might target dynamics, for example, confidence
and self-esteem when developing available treatments’ menu. It is important to understand
that only satisfying clients are not sufficient for causing patients to refer their family or
friends or creating relations that will not be changed by changes in their situation of the
economy. For achieving that, a dentist needs to develop a service and treatment package that
Marketing And The Healthcare System
4
will surpass their patients’ expectations. Certain practices have been successful with services
offerings that distinguish their practices along with falling into the categories of general
practices, cosmetic specialty practices, and holistic practices with an emphasis on general
practices, and preventive care with an emphasis on cosmetic dentistry. Usually, the practice
atmosphere supports relaxation with the help of water features, soothing music, and soft
lighting, and further offerings, for example, nutritional, reflexology, acupuncture, and
homeopathy advice.
A Marketing Strategy
Even though the first priority of Vision Dental is to care for patients’ dental needs; this
cannot be accomplished when the patient numbers are inadequate. A dental office is a
business as well as a healthcare facility. Marketing is a means of attracting and retaining
patients who are satisfied with the practice. Every member of the dental team needs to be
involved in marketing the practice. It can involve rewarding for the employees to attract
patients to the practice, whether through external or internal methods. Even during off hours,
a dental assistant is still associated with the dental practice where he is employed. When
people ask about his occupation, it provides an opportunity to do external marketing for the
practice. Other planned external activities can be done, such as dental health education in the
community at schools and senior centers. Professionalism and enthusiasm enhance any
marketing attempts (Phinney, & Halstead, 2012).
Internal marketing can be accomplished in a number of ways. One person or the
whole staff can participate. The ideas are limitless, but the following are suggestions:

Monthly newsletters with tips for dental health,

Referral contests for patients allowing them the chance to win prizes for
recommending the office to friends and family,

Flowers sent to patients as a referral thank you,
Marketing And The Healthcare System

5
Birthday greetings or cards for special occasions, for example, a new baby, an
anniversary, or graduation,

Special dental services coupons, such as discounts on services like whitening,

Refrigerator magnets noting the dental office and phone number.
A dental practice can set up a website using one of the many templates available, but
offices can also use a professional website developer to assist them in the design to create a
unique appearance. Once the website is online, it must be maintained. Someone in the office
needs to check to make sure that the links work so that patients and future patients can obtain
information. New and updated material needs to be added to keep the website current.
Finding fun facts and news can involve everyone in practice. The practice’s online presence
must be HIPAA compliant (Phinney, & Halstead, 2012).
Three Separate Ways
It’s vital in the companies’ process to be conscious of the effective approaches for
designing and using inventive efforts bearing the situations of these current markets in mind.
A business must think of that every served product the marketplace represents its name. It is
vital that how the services or products are perceived by the customers. Majority of customers
often select such services or products that are attractive. Factors, such as packaging of the
product, POS system design, and design of the product are also included. Additional factors
include the ideas and messages that are conveyed to the customers by the product. These
factors determine the market share and brand image (Gunter & Herrmann, 2004). In the case
of Vision Dental, the organization can select three innovative ways with the help of which it
can change the buying decision of the customers. These three ways are discussed below:
Social Media
Facebook, Twitter, and LinkedIn are social media sites. There are currently more than
twice the number of residents of the United States on Facebook worldwide, and before the
Marketing And The Healthcare System
6
next edition of this text, Facebook will have more users than China, the world’s largest
nation! People are not on Facebook to get information on veterinary dentistry, but rather to
express themselves and connect with others. The goal of the marketer on Facebook is to build
relationships with clients and potential clients and gain visibility, which drives the client to
the veterinary dental practice and other services. The whole idea of social media is to make
friends and get those friends to become clients. There are many good books on social media
marketing; the reader is encouraged to read them (Holmstrom, 2012).
Responsiveness
Responsiveness is the enthusiasm for helping clients along with providing prompt
services. Responsiveness is related to the promptly and attentively dealing with the
complaints, questions, and requests of the customers. An organization is considered as being
responsive when it interconnects to its clients how long it would take for getting the answers
or having their issues dealt with. With the intention of being successful, companies must
explore sensitivity from the customer’s viewpoint instead of the perspective of the company.
In dental department for the dental doctor appointment get full, demand is very high most of
the days. Some patients request reception ask to doctor if he/she can attend beyond the
appointment. If the doctor says yes most of the time but if say no receptionist have to handle
the patient very cleverly if they scold also reception people have to listen there word if there
is nothing receptionist can about it.
Tangibles
For service quality, one dimension has to deal with the service’ tangibles, which are
the physical features of the services that are offered by the dental clinic. These comprise the
building appearance, facilities’ cleanliness, and the personnel’s appearance. In dental
department waiting rooms, dental chair, dental instruments, tools, the memo provides by the
Marketing And The Healthcare System
7
counter, etc. are the tangibles that can assist in changing the buying decision of the
customers.
Conclusion
In the United States, the Dentists industry has promoted from favorable trends of
demography, advances in technology along with mounting consciousness of oral hygiene
over the previous 5 years. For the success of any organization, small or big, a significant
strategy is marketing that enables potential customers for being attentive and being aware of a
service or product. For dental practices, along with for most services and products, marketing
has greatly transformed in the previous period as technology keeps on to moving the
organization in the direction of receiving most of the information from the sources of the
Internet. Even though the first priority of Vision Dental is to care for patients’ dental needs;
this cannot be accomplished when the patient numbers are inadequate. A dental practice can
set up a website using one of the many templates available, but offices can also use a
professional website developer to assist them in the design to create a unique appearance. It’s
vital in the companies’ process to be conscious of the effective approaches for designing and
using inventive efforts bearing the situations of these current markets in mind.
Marketing And The Healthcare System
8

References
Herrmann, C., & Gunter, M. (2004). Strategic Design Planning:
The future of brand management.
Holmstrom, S. E. (2012). Veterinary Dentistry: A Team Approach-E-Book. Elsevier Health
Sciences.
Logan, E. M. (2011). Dentistry’s business secrets: proven growth strategies for your new or
existing practice. Author House.
Phinney, D. J., & Halstead, J. H. (2012). Dental Assisting: A comprehensive approach.
Cengage Learning.
Vision Dental. (2018). About Us. Retrieved from

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