Health Care Marketing Plan
In
Economics
I. Executive summary
This plan focuses mainly focus on the healthcare services of the organization, Weber State University - Employee Wellness Program. The considered market of this organization includes the 1,500 employees, and each service will be unique for its offer in accordance to the market’s age and gender. This organization will mainly provide the key services that include diet wellness assessment, physical fitness consultation, and blood testing. The main objective of the plan is to improve the health of Weber state university employees in order to decrease insurance costs of the university.
II. Situation analysis
This plan focuses mainly focus on the healthcare services of the organization, Weber State University - Employee Wellness Program. The considered market of this organization includes the 1,500 employees, and each service will be unique for its offer in accordance to the market’s age and gender. Most early adults will not be interested with the blood testing but will be more attuned to availing the physical fitness consultation. Also, not all males might as well be interested in availing the diet wellness assessment and perhaps be more interested with physical fitness consultation. This program should make sure that there is a service that fits for all and for everyone that comes and joins this program in the University.
Internal description of product
This organization will mainly provide the key services that include diet wellness assessment, physical fitness consultation, and blood testing. These services are offered based on the demand that the employees have set therein when it comes to their needs in health. These services will be sold to the market in accordance to their age and gender. It should be noted that not all these three key services will be of interests to every age or gender.
Primary and secondary markets
Services will be sold to both the primary markets (26 – 65 years) market in accordance to their age and gender. It should be noted that not all these three key services will be of interests to every age or gender.
SWOT analysis
One Strength is that the Employee Wellness program will primarily focuses on the employees, both faculty and staff, of the Weber State University. The program covers employees, aged between 25 to 65 years old, working in the University’s main campus, as well as in Davis and West Center campuses. The wellness program proposed for the University will provide services for those who are currently healthy and those who need health improvements in the areas of weight management and risk factor improvements.
One weakness is that there are no marketing or IT specialist on staff to take hold on promoting the program and maintaining information systems utilized in the said program.
One opportunity analysed on the organization is to employ interns from various academic programs to enable quality services due to added human resources. Conversely, seen threat is the possibility of low participation and high insurance costs will likely discontinue the program from operating.
III. Objectives
Improve the health of Weber state university employees in order to decrease insurance costs of the university.
Improve wellbeing of Weber state university employees to contribute to a greater culture of wellness on campus.
IV. Action plans (implementation or strategies/tactics)
Pricing Strategy Location Target Market
Psychological pricing Web based 25-30 years
Market-oriented pricing Large Cities 31 -40 years
Penetration pricing Large Cities 41-50 years
High-low pricing Rural Urban areas 50-65 years
From the table above, the company will use particular pricing strategy to approach each particular target market and location.
V. Budgets
The marketing plan will involve pulling both economic and human resources. this will involve involvement of the management to finance implementation of the plan. However, it is worth noting the main focus will be financing the program.
VI. Evaluation
Objective evaluation
The main evaluation will be to determine the effectiveness and efficiency on how the company is committed to enhance the health and well-being of employees, spaces, and retinues, through comprehensive health assessment, education, and intervention strategies
Process evaluation
This will involve an evaluation of compliance of the program to the set objectives and activities planned in this marketing plan. Deviations from the plan should be critically considered and effective measures to correct it undertaken.
