Scenario The marketing director for Happy Valley long-term care center looks at the organization’s strategic plan to differentiate marketable objectives from non-marketable objectives. Objectives found in the healthcare organization’s strategic plan include the following:
• Purchasing medical equipment
• Purchasing more land
• Acquiring financial capital
• Acquiring physical resources
• Providing elder day care to Alzheimer’s patients
• Providing physical therapy
• Providing social activities such as bingo
• Promoting product awareness such as: marketing in a manor to improve the public’s perception of the HCO’s product or service
• Providing shuttle service to medical appointments
• Increasing sales
• Creating a brand
• Establishing the organization as a leader in the long-term care industry
Initial Post: Based on the Happy Valley scenario detailed above and the information presented in Chapters 1 and 2 of the course text, construct an initial post in which you
• Differentiate between the organization’s stated objectives as to whether they are marketable or non-marketable objectives.
• Select the marketable objectives (i.e., those you would recommend developing in a marketing plan), and explain why you consider those objectives marketable.
• Explain why the marketing plan objectives should be in line with the objectives in the healthcare organization’s strategic plan.
Scenario To distinguish marketable aims from non-marketable objectives, the marketing director of Happy Valley long-term care home looks at the organization’s strategic plan. The strategy plan for the healthcare organization includes the following goals:
• Obtaining medical supplies
• Purchasing additional land
• Obtaining financial resources
• Obtaining physical assets
## Providing Alzheimer’s sufferers with day care
• Physical treatment services
• Organizing social events such as bingo
• Increasing product awareness, for example, by marketing in a way that improves the public’s perception of the HCO’s product or service.
• Providing medical appointments with a shuttle service
• Boosting sales
• Establishing a brand
• Positioning the organization as a long-term care market leader
Initial Post: Based on the above-mentioned Happy Valley scenario and the data supplied in Chapters 1 and 2 of the book,
Scenario To distinguish marketable aims from non-marketable objectives, the marketing director of Happy Valley long-term care home looks at the organization’s strategic plan. The strategy plan for the healthcare organization includes the following goals:
• Obtaining medical supplies
• Purchasing additional land
• Obtaining financial resources
• Obtaining physical assets
## Providing Alzheimer’s sufferers with day care
• Physical treatment services
• Organizing social events such as bingo
• Increasing product awareness, for example, by marketing in a way that improves the public’s perception of the HCO’s product or service.
• Providing medical appointments with a shuttle service
• Boosting sales
• Establishing a brand
• Positioning the organization as a long-term care market leader
Initial Post: Based on the above-mentioned Happy Valley scenario and the data supplied in Chapters 1 and 2 of the book,
