Wk 4 Summative Assessment: Marketing Analysis Report

Scenario

Imagine you are a program manager for a health care system, and you have been asked by your board to develop a report that analyzes the market perspective and potential of one of its possible service sites. You will use your skill in marketing analysis to analyze a health care organization from a market-based perspective by researching market demographics, assessing how health care organizations can use marketing to target consumers, and examining how demographics data can be used to effectively market services to consumers.

Preparation

Review from this weeks learning activities for more information on retail and walk-in clinics.

Watch the following six videos as you prepare to complete the assessment:

Target Market

Video Views: 924

Let’s think about the target market. Your target market is going to be very important to you to think about even as a professional you want to think about your end customer. So let’s define target market. We can Loosely Define it as an overall group of people and organization is trying to reach so let’s think about that definition and let’s look at an example. Let’s look at a children’s hospital.

And you’re the head of the marketing department. You want to be better than your competitors? Your goal is to get children to the hospital for treatment.

So who’s your in customer? It’s the kids. It’s the children, right? You want to reach the families because you can’t actually Market to a child. You have to Market to their parents their grandparents their family.

So while you want to capture children, we have to make the reach a little longer.

So let’s look at places. How do you Market? To different places for where children go so you think about schools each child is a student.

You think about the YMCA a lot of families use the YMCA for recreational purposes. They want their children to go swimming basketball.

What kind of communication are you going to build with these facilities with these Partners? You want to be a partner in a community? So when you Market to the schools you have pamphlets you have information that that can go home in the book bags because all parents go through their children’s book bag at the end of the day.

Also the YMCA it’s a lot of community events. You have all families and the whole neighborhood coming to these community events.

• So in this instance you want to be able to have leave behind you want to make it fun? You want to make them remember the Children’s Hospital when they leave these events?

Target Market: Culture and Demographics

Video Views: 837

Culture is really big and our community right now in all communities and it’s always evolving as people get older Things become more important to them and less important to them. Every American subculture has core values. It has social classes social classes can identify your income where you feel you fit socially and also you have Micro culture communities where it’s just about ethnicity race religious subcultures. So let’s think about example as a physician in the hospital and this comes up all the time. Jehovah Witnesses will not receive a blood transfusion. It’s against their religion. So you as a provider you have to understand that and you have to live with that. You can’t make a Jehovah Witness get a blood transfusion. You also have circumcisions Some cultures will not circumcise their baby and you can’t as a provider make them circumcise their baby.

• So it’s a delicate situation we talk about culture and as a leader, you have to be open to including everyone and also including what they feel their culture or their beliefs stand and as a leader you have to work around those cultures. If you know that this is not something that they want to do. We have to move to that next big thing that’s going to help them. So as you begin to develop your Communications your models you want to think about people and how they will receive the information and you have to think about how you give that information as well. You want to always think about the community the culture in which they live in and also all the different social classes. It’s very important.

Target Market: Baby Boomers

Video Views: 702

When you’re thinking about your target market you want to think about people in segments you want to think about? Okay, we have an older generation a younger generation things like this. So for Baby Boomers, they’re going to be your older population. Do you know where the name Baby Boomers came from? Let’s talk about that for minute because it might not be what you think.

Their generation was born between I would say the end of World War Two in the 1960s. The husbands came home from the service and it was a boom and babies during this time.

This is the largest generation when you look at the younger population in a different age groups, baby boomers are going to be your biggest population. Now, let’s think about how we’re going to communicate with Baby Boomers when you talk about technology you always say you have to come where the consumer is.

But technology is such a fast-moving Target.

It’s hard to know. What’s your pace? Are you outpacing your target market? Have you given them enough technology? So when you think about the Baby Boomers, how are you going to communicate with them? You know, they’re used to newspapers. They want to touch and feel them and now we have the newspapers online.

They will use the landlines and now we have smartphones.

So when you think about baby boomers, I want to say sometimes you’re communication strategy has to be twofold. You can’t just do online ads you have to actually send them a paper and do the online ads that way you’re reaching your population in two different ways because you have some baby boomers that love technology.

And you may have like my grandmother. She still wants.

To read it physically in her hand. She doesn’t want to have to look at a smartphone that she can’t really see.

• So what you want to do is you want to have two tracks that way you’re meeting the needs of that entire population and that’s a little different from your other generational populations.

Target Market: Generation X, Y, Z

Video Views: 669

Okay, let’s think about Generation X Y and Z. I know it sounds like algebra, but I promised you it’s marketing and it’s communication what we’re going to talk about.

Let’s start with First Generation X.

These were consumers born between 1965 and 1980.

And they follow the Baby Boomers. They’re a little younger than the Baby Boomers and they’re more of your independent resourceful consumers. A lot of them are educated and if they’re not educated they’re well employed. They have some type of trait and they maintain a healthy work life balance.

They want to have fun. They want to work and they want to have fun as well.

They are more Savvy on technology.

They’re in the middle. They you know, they can be Savvy they can do both ways as well.

So you can have big on technology and you can have some of them that just like the traditional communication Outlets, but I think there’s a good opportunity to wow this generation with something online something that will create a need that they want to fulfill.

For instance. Let’s look at my chart. My chart is a way that you can go online and you can see your test results from your treatment. You can communicate with your doctor. You can see your prescriptions. Now.

This is something that would be interesting for this age group. They will log on if they can get this information quickly and at a glance and they still might want that phone call from the provider. But I think this this type of generation is willing to change a behavior if we create a good need now, let’s look at Generation Y now they were born between 1981 and 1996 their affectionately called millennials.

They are also digital natives. Now. If you’ve heard that phrase in the past, it means that you were just taught on technology. You were taught on computers you go to school with your laptop. You don’t go to school with your notebook anymore. So they’re big on technology this generation. I don’t even think will ever look in the mailbox, they might but I doubt it.

So they’re looking for their emails. They’re looking for that apps. They’re looking for your portals.

So these are the ways that you want to communicate with that generation.

Now Generation Z is going to be your youngest generation.

They are your tweens your teenagers your college students. Now this generation is probably going to be your healthiest generation. So a lot of them are not thinking about health insurance or thinking about health marketing so you have to be really really innovative.

With this population, you have to really wow them with what you have to offer. So when you think about these Generations you want to think about things like social media and which platform because now social media comes on a few different platforms. Is it Facebook? Is it Instagram is a Snapchat. So now how do you get to this population? And what social media do you use? And they want to see big Billboards. They want to see interactive websites. These are the ways that you’re going to have to communicate with your younger population. So now in summary we went through Generation X. We went through Generation Y and Z so you as a leader as a marketer you have to remember Your target market and you have to remember that attributes and what they’re willing to do in terms of communication and you have to sometimes meet them where they are. And then sometimes you have to push them if it’s something that’s the really next big deal.

• So a lot for you to think about

On-Site Clinics

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So let’s look at on-site clinics.

And what does it mean to be a on-site Clinic on-site clinics are actually clinics that reside in buildings and Retail giants like Walmart Costco CVS. They’re actually on site where you do your shopping so it offers the consumer the idea of One Stop shopping. You can get your milk. You can get your bread and you can see a physician.

And it also offers quick wait times. You have your prescription you can get on site. You don’t have to go to a different place a different building. They’re able to treat things like pink eye migraines sinus infections. You can also get a flu shot there and it’s really quick you’re doing it again as you shop you go and get your flu shot all in one place and an insurance companies are saving a lot of money when consumers use on-site Clinic versus the ER room. So what they’re doing is they’re steering their members to retail clinics by offering these members reduce co-pays. So once I clinics have really changed the landscape, they’re really removing people from the ER removing people from urgent care centers and often them Care at a lower price.

• At your convenience as you shop, so it’s something that you really want to look at when you’re thinking about care and thinking about where members are consumers go for their care. How can you communicate these offerings that will keep them healthy at a reduced price? and at their convenience

Urgent Care

Video Views: 682

So urgent care facilities are slightly different from a retail Clinic. One of the big things is urgent care facilities sits on its own not attached to a retail space like Walmart and CVS. This is own facility. Sometimes it can be attached to emergency room, but it’s not attached to any retail setting places like a urgent care facility or for you quicker wait times than being in a regular emergency room here. You can get your prescriptions on site now here might cost you a little more than going to get your prescriptions filled off site. But again, you have the convenience in place. If you want to get your prescription on site it offers you things like you can get your flu shot.

You can get X-rays and blood work. Now. Here’s the difference between an on-site Clinic being at a CVS or a Walmart. You can’t really get blood work and x-rays done and get the results. Why you wait.

Here it still is low cost for insurance companies.

So they will give you reduced copays in some instances because they’re trying to steer you away from the emergency room and more to our urgent care facility because the urgent care facility is a little bit more in cost than a retail clinic but less than emergency room.

• So remember you have your on-site Clinic you have your urgent care and then you have the ER so you want to think about the setting and where we’re sending our consumers to get the best costs for the best outcome.

Select 1 of the following in your community or surrounding area.

• Walk-in clinic, such as an urgent care facility
• Retail clinic in your local grocery store or retail pharmacy
• No-appointment physicians office

Research the market of your chosen facility. Consider the following questions as you complete your research:

• What are the demographics of the consumers who might use the selected facility? This may include data such as:
• Age
• Gender
• Income
• Race
• Marital status
• Education
• Occupation
• Home ownership
• Number of people in the household
• Age of the home
• Where is the selected facility located?
• What marketing strategies could be used to attract consumers to the selected facility?

Consult the following resources for help finding this information:

• The provides data about the people, places, and economy of the United States. Search the website to find the population, average income, and other frequently requested data about a community.
• provides topographical and statistical information about the United States, including population, demographic, and economic data.
• The provides wage and occupation data at national, regional, state, and metropolitan-area levels.

Assessment Deliverable

Write a 700- to 1,050-word market analysis report of the facility you selected. In your report:

• Describe the facility you selected, its location, and the services it offers.
• Analyze the demographics of the consumers who might use the selected facility.
• Analyze the marketing approach used for the facility.
• Consider the targeted audience based on the demographics of the consumers who might use the facility.
• Consider whether marketing techniques can be the same when marketing to different demographics.

Format your references according to APA guidelines.

Submit your assessment.

Assessment Support

• Review the for guidance on deliverable expectations.
• Review the to guide your work, but do not copy any information.
• Visit the for assistance with grammar, APA formatting, and other writing topics.