Assignment 1: Marketing and the Health Care System
Due Week 4 and worth 300 points
Select a health care provided with which you are familiar and write a four to six (4-6) page paper in which
you:
1. Determine the direct impact of marketing for the health care provider you selected.
2. Outline a strategy for the health care provider you selected to determine the utilization of its
products or services.
3. Outline a marketing strategy for the health care provider you selected.
4. Recommend at least three (3) separate ways the health care provider you selected could shape
the buying decisions of its customers.
5. 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; citations and 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 assignment page length.
The specific course learning outcomes associated with this assignment are:
Describe the health care system and the role of marketing.
Analyze the competitive environment of a health services organization and identify a course of
action that will allow for strategic marketing success.
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, using the following rubric.
Points: 300
Criteria
Assignment 1: Marketing and the Health Care System
Unacceptable
Below 60% F
Meets
Minimum
Expectation
s
60-69% D
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1. Determine the direct
impact of marketing for
the health care
provider you selected.
Weight: 20%
Did not submit or
incompletely
determined the
direct impact of
marketing for the
health care
provider you
selected.
Insufficiently
determined the
direct impact of
marketing for
the health care
provider you
selected.
Partially
determined the
direct impact of
marketing for
the health care
provider you
selected.
Satisfactorily
determined the
direct impact of
marketing for
the health care
provider you
selected.
Thoroughly
determined the
direct impact of
marketing for
the health care
provider you
selected.
2. Outline a strategy
for the health care
provider you selected
to determine the
utilization of its
products or services.
Weight: 20%
Did not submit or
incompletely
outlined a
strategy for the
health care
provider you
selected to
determine the
utilization of its
products or
services.
Insufficiently
outlined a
strategy for the
health care
provider you
selected to
determine the
utilization of its
products or
services.
Partially
outlined a
strategy for the
health care
provider you
selected to
determine the
utilization of its
products or
services.
Satisfactorily
outlined a
strategy for the
health care
provider you
selected to
determine the
utilization of its
products or
services.
Thoroughly
outlined a
strategy for the
health care
provider you
selected to
determine the
utilization of its
products or
services.
3. Outline a marketing
strategy for the health
care provider you
selected.
Weight: 25%
Did not submit or
incompletely
outlined a
marketing
strategy for the
health care
provider you
selected.
Insufficiently
outlined a
marketing
strategy for the
health care
provider you
selected.
Partially
outlined a
marketing
strategy for the
health care
provider you
selected.
Satisfactorily
outlined a
marketing
strategy for the
health care
provider you
selected.
Thoroughly
outlined a
marketing
strategy for the
health care
provider you
selected.
4. Recommend at least
three (3) separate
ways the health care
provider you selected
could shape the buying
decisions of its
customers.
Weight: 20%
Did not submit or
incompletely
recommended at
least three (3)
separate ways
the health care
provider you
selected could
shape the buying
decisions of its
customers.
Insufficiently
recommended
at least three
(3) separate
ways the health
care provider
you selected
could shape
the buying
decisions of its
customers.
Partially
recommended
at least three
(3) separate
ways the health
care provider
you selected
could shape the
buying
decisions of its
customers.
Satisfactorily
recommended
at least three
(3) separate
ways the
health care
provider you
selected could
shape the
buying
decisions of its
customers.
Thoroughly
recommended
at least three
(3) separate
ways the health
care provider
you selected
could shape
the buying
decisions of its
customers.
5. Three (3) references
Weight: 5%
No references
provided
Does not meet
the required
number of
references; all
references poor
quality choices.
Does not meet
the required
number of
references;
some
references poor
quality choices.
Meets number
of required
references; all
references
high quality
choices.
Exceeds
number of
required
references; all
references high
quality choices.
6. Clarity, writing
mechanics, and
formatting
requirements
More than 8
errors present
7-8 errors
present
5-6 errors
present
3-4 errors
present
0-2 errors
present
Weight: 10%
