Overview: For this task, you will examine how a healthcare organization’s vision, mission, and values are aligned to its marketing goals, and you will recommend marketing strategies to ensure a larger profit for the organization. Prompt: First, consider the following scenario: You are the new assistant to the chief operating officer (COO) at a pediatric surgery group practice in Chicago. The practice has 15 physicians, 7 nurse practitioners/physician assistants, 27 nurses, and 10 support/administrative/office staff. You report directly to the COO, and the COO reports directly to the Chief Medical Officer (CEO) of the practice. The market for pediatrics in Chicago is very competitive, and your group practice has managed to make a slim profit every year in the ten years it has existed. The Board of Directors, which consists of all the physician owners, has charged the COO with creating and implementing a plan to ensure that the organization’s values not only support the practice’s mission and vision but also ensure a larger profit margin. The COO has passed this assignment down to you. Next, use the Teal Trust’s five behavioral norms presented in Chapter 3 of Healthcare Marketing: A Case Study Approach to develop a 1- to 2-page paper that addresses what you, as assistant to the COO, will present at the next board meeting. Be sure to address the following in your response:

 Values/Mission/Vision: How can you ensure that the organization’s values support the practice’s mission and vision?

 Marketing Strategies: What marketing strategies can you recommend that will ensure a larger profit margin for the organization? Be sure to justify your recommendations.

Refer to the case study and module resources to support your responses.

Rubric Guidelines for Submission: The short paper should follow these formatting guidelines: 1- to 2-pages in length, double spaced, 12-point Times New Roman font, one-inch margins, and citations in APA style.

Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value

Values/Mission/ Vision

Meets “Proficient” criteria and demonstrates sophisticated understanding of how to ensure an organization’s values support the mission and vision

Describes how to ensure the organization’s values support the practice’s mission and vision

Describes how to ensure the organization’s values support the practice’s mission and vision, but description is cursory or lacking in detail or logic

Does not describe how to ensure the organization’s values support the practice’s mission and vision

40

Marketing Strategies

Meets “Proficient” criteria and demonstrates sophisticated understanding of how healthcare marketing strategies ensure a larger profit margin

Recommends marketing strategies that will ensure a larger profit margin for the organization, justifying recommendations

Recommends marketing strategies that will ensure a larger profit margin for the organization, justifying recommendations, but response has gaps in detail, clarity, or logic

Does not recommend marketing strategies that will ensure a larger profit margin for the organization

40

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to- read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas