MMHA6800 week 8 assignment

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MMHA6800 week 8 assignment

Note: To access this week’s required library resources,
please click on the link to the Course Readings List, found in the Course
Materials section of your Syllabus.

Required Readings

Thomas, R. K. (2015). Marketing health services (3rd ed.).
Chicago, IL: Health Administration Press.

Chapter 9, “Traditional Marketing Techniques” (pp.
253–287)

Chapter 10, “Contemporary Marketing Techniques”
(pp. 291–318)

Chapter 11, “Social Media and Healthcare
Marketing” (pp. 321–338)

Clar, C., Dyakova, M., Curtis, K., Dawson, C., Donnelly, P.,
Knifton, L., & Clarke, A. (2014). Just telling and selling: Current
limitations in the use of digital media in public health: A scoping review.
Public Health, 128(12), 1066–1075.

Note: Retrieved from the Walden Library databases.

Enos, G. A. (2014). One CEO attacks bait-and-switch
marketing. Behavioral Healthcare, 34(6), 16–17.

Note: Retrieved from the Walden Library databases.

Fraenkel, L. (2013). Incorporating patients’ preferences into
medical decision making. Medical Care Research and Review, 70(1), 80S–93S.

Note: Retrieved from the Walden Library databases.

Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G.
(2015). New media but same old tricks: Food marketing to children in the
digital age. Current Obesity Reports, 4(1), 37–45.

New media but same old tricks: Food marketing to children in
the digital age by Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin in
Current Obesity Reports, 41(1). Copyright 2015 by Current Science, Inc.
Reprinted by permission of Current Science Inc. via the Copyright Clearance
Center.

Luca, N. R., & Suggs, L. S. (2013). Theory and model use
in social marketing health interventions. Journal of Health Communication,
18(1), 20–40.

Note: Retrieved from the Walden Library databases.

Nowak, G. J., Gellin, B. G., MacDonald, N. E., & Butler,
R. (2015). Addressing vaccine hesitancy: The potential value of commercial and
social marketing principles and practices. Vaccine, 33(34), 4204–4211.

Note: Retrieved from the Walden Library databases.

Yaaminidevi, S. (2014). A study on the behavior change
communication in the social marketing of condoms. International Review on
Public and Nonprofit Marketing, 11(2), 181–193.

Note: Retrieved from the Walden Library databases.

Assignment: Marketing and Communication Techniques for
Health Care Products

When selecting marketing and communication techniques,
health care organizations must carefully examine their consumer populations, as
not all techniques are effective for all consumers. Depending on the product,
organizations might even choose two or three different techniques in an effort
to reach multiple consumer segments. For this Assignment, you examine the
consumer populations of your organization and create an advertisement using
marketing and communication techniques appropriate for your consumers.

To prepare:

Select a health care product to market within your
organization.

Note: If you do not currently work for a health care
organization, select one that is of interest to you. You may use the same
organization you selected in Week 3.

Identify the consumer population of your organization,
including general and business consumer.

Consider traditional and/or contemporary marketing
techniques that may be appropriate for your consumer population (i.e.,
brochure, flyer, video commercial, audio commercial, billboard, social media,
etc.). Reflect on why you might select this technique and how you might use it
to market the product.

With the marketing technique you select in mind, consider
how you might create an advertisement to market the health care product and
what communication techniques might be appropriate for your population.

The Assignment

Write a 2-page brief that addresses the following:

Describe the health care product you selected.

Analyze the consumer population of your health care
organization.

Recommend a marketing technique that is appropriate for your
consumer population (i.e., brochure, flyer, video commercial, audio commercial,
billboard, social media, etc.). Include why you selected this technique and how
you will use it to market the product you selected.

Recommend one or two communication techniques that are
appropriate for the consumer population.

Then, create an advertisement using the marketing technique
you selected. Be sure to utilize communication techniques that would be
appropriate for the consumer population you identified.

Note: Your Assignment must be written in standard edited
English. Be sure to support your work with at least five high-quality
references, including two from peer-reviewed journals. See the Week 8
Assignment rubric for additional requirements related to research and scholarly
writing.

Learning Resources

Note: To access this week’s required library resources,
please click on the link to the Course Readings List, found in the Course
Materials section of your Syllabus.

Required Readings

Thomas, R. K. (2015). Marketing health services (3rd ed.).
Chicago, IL: Health Administration Press.

Chapter 9, “Traditional Marketing Techniques” (pp.
253–287)

Chapter 10, “Contemporary Marketing Techniques”
(pp. 291–318)

Chapter 11, “Social Media and Healthcare
Marketing” (pp. 321–338)

Clar, C., Dyakova, M., Curtis, K., Dawson, C., Donnelly, P.,
Knifton, L., & Clarke, A. (2014). Just telling and selling: Current
limitations in the use of digital media in public health: A scoping review.
Public Health, 128(12), 1066–1075.

Note: Retrieved from the Walden Library databases.

Enos, G. A. (2014). One CEO attacks bait-and-switch
marketing. Behavioral Healthcare, 34(6), 16–17.

Note: Retrieved from the Walden Library databases.

Fraenkel, L. (2013). Incorporating patients’ preferences into
medical decision making. Medical Care Research and Review, 70(1), 80S–93S.

Note: Retrieved from the Walden Library databases.

Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G.
(2015). New media but same old tricks: Food marketing to children in the
digital age. Current Obesity Reports, 4(1), 37–45.

New media but same old tricks: Food marketing to children in
the digital age by Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin in
Current Obesity Reports, 41(1). Copyright 2015 by Current Science, Inc.
Reprinted by permission of Current Science Inc. via the Copyright Clearance
Center.

Luca, N. R., & Suggs, L. S. (2013). Theory and model use
in social marketing health interventions. Journal of Health Communication,
18(1), 20–40.

Note: Retrieved from the Walden Library databases.

Nowak, G. J., Gellin, B. G., MacDonald, N. E., & Butler,
R. (2015). Addressing vaccine hesitancy: The potential value of commercial and
social marketing principles and practices. Vaccine, 33(34), 4204–4211.

Note: Retrieved from the Walden Library databases.

Yaaminidevi, S. (2014). A study on the behavior change
communication in the social marketing of condoms. International Review on
Public and Nonprofit Marketing, 11(2), 181–193.

Note: Retrieved from the Walden Library databases.

Assignment: Marketing and Communication Techniques for
Health Care Products

When selecting marketing and communication techniques,
health care organizations must carefully examine their consumer populations, as
not all techniques are effective for all consumers. Depending on the product,
organizations might even choose two or three different techniques in an effort
to reach multiple consumer segments. For this Assignment, you examine the
consumer populations of your organization and create an advertisement using
marketing and communication techniques appropriate for your consumers.

To prepare:

Select a health care product to market within your
organization.

Note: If you do not currently work for a health care
organization, select one that is of interest to you. You may use the same
organization you selected in Week 3.

Identify the consumer population of your organization,
including general and business consumer.

Consider traditional and/or contemporary marketing
techniques that may be appropriate for your consumer population (i.e.,
brochure, flyer, video commercial, audio commercial, billboard, social media,
etc.). Reflect on why you might select this technique and how you might use it
to market the product.

With the marketing technique you select in mind, consider
how you might create an advertisement to market the health care product and
what communication techniques might be appropriate for your population.

The Assignment

Write a 2-page brief that addresses the following:

Describe the health care product you selected.

Analyze the consumer population of your health care
organization.

Recommend a marketing technique that is appropriate for your
consumer population (i.e., brochure, flyer, video commercial, audio commercial,
billboard, social media, etc.). Include why you selected this technique and how
you will use it to market the product you selected.

Recommend one or two communication techniques that are
appropriate for the consumer population.

Then, create an advertisement using the marketing technique
you selected. Be sure to utilize communication techniques that would be
appropriate for the consumer population you identified.

Note: Your Assignment must be written in standard edited
English. Be sure to support your work with at least five high-quality
references, including two from peer-reviewed journals. See the Week 8
Assignment rubric for additional requirements related to research and scholarly
writing.

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