PU Strategy Formulation  essay case study

PU Strategy Formulation  essay case study

Order ID	53563633773
Type	Essay
Writer Level	Masters
Style	APA
Sources/References	4
Perfect Number of Pages to Order	5-10 Pages

Description/Paper Instructions

PU Strategy Formulation  essay case study

In 2004, High Deductible Health Plans (HDHP) came into being as an employer

sponsored alternative to more traditional health plans. Since the passage of the Patient

Protection and Accountable Care Act in 2010, there has been in increase in the volume

of HDHP enrollments. At present, roughly 29% of the U.S. population is enrolled in a

HDHP.
These plans require employees to setup health savings accounts (HSA), which are pre-

taxed dollars set aside to cover allowable healthcare-related expenses. In order for a

HDHP to be considered a qualifying plan, there must be a minimum annual deductible

and an out-of-pocket maximum. These amounts are typically adjusted upward by the

Internal Revenue Service (IRS) to account for inflation.

Since the enrollees are taking on more of the financial risk through the higher

deductibles, the monthly premiums tend to be lower than are typically associated with

more traditional health plans. Since consumers are having to pay more out of their

pockets to cover healthcare costs, they are becoming more price sensitive and inclined

to shop around for best pricing from providers and provider organizations.

On January 1, 2019, the Inpatient Prospective Payment System rule went into effect,

which requires hospitals receiving reimbursement from the Centers for Medicare and

Medicaid Services (CMS) to post their standard procedure prices online. President

Trump implemented this rule in an attempt to create a society of informed health care

 

consumers. Now that consumers are becoming more cost conscious and expecting the

best possible value for their dollar spent, providers and provider organizations need to

reexamine their marketing strategies.

Memorial Hermann, the largest healthcare system in Southeast Texas, believes it’s time

to audit their marketing strategy and propose specific marketing strategies that the

System can employ to expand their overall work share.

This graded activity is designed to familiarize you with concepts typically associated

with strategic marketing to include, but necessarily limited to: target marketing, brand

management, advertising and promotion management, social media, website and

search engine marketing/search engine optimization, Internet marketing, and marketing

research to include analytics and qualitative analysis.
According to their website, Memorial Hermann states that:
“At Memorial Hermann, we're all about advancing health. Yours. It begins by redefining
healthcare. That means bringing together all aspects of the health system – care
delivery, physicians and health solutions to create a truly integrated health system.
Our 5,500 affiliated physicians and 24,000 employees practice evidence-based
medicine with a relentless focus on quality and patient safety. Our efforts continue to
result in national awards and recognition, including being ranked one of the nation's Top
5 large health systems by Truven Health for patient safety and quality.
The largest not-for-profit health system in Southeast Texas, Memorial Hermann has 14
hospitals and numerous specialty programs and services conveniently located
throughout the Greater Houston area. Memorial Hermann-Texas Medical Center is one
of the Nation's busiest Level I trauma centers and the primary teaching hospital for
McGovern Medical School at UTHealth.
We offer leading-edge diagnostic technologies and treatment techniques as well as
Houston's first health information exchange that shares vital patient data among care
providers, helping to ensure patients receive the right care at the right time. Our
Memorial Hermann Physician Network, MHMD, comprises physicians from Memorial
Hermann Medical Group, UTHealth and private physicians and specialists.
Memorial Hermann Health Solutions' subsidiaries offer comprehensive, integrated
health solutions that deliver quality benefits while helping to contain costs. We've
proudly served this community for more than 108 years, and contribute some $438
million annually through school-based health centers and other programs.”
Unit Learning Outcomes
ULO 3: Recommend marketing strategies based on the application of marketing
analytics and qualitative research.
ULO 4: Critique organizational social media and Internet marketing strategies to
ascertain alignment with a firm’s directional strategy.
ULO 5: Evaluate the benefits and consequences of content and search engine
marketing as tools to engaging customers and creating value.
Directions
Initial Posting
To aid you in successfully completing this assignment, you might consider using
scholarly and credible sources to lookup topics related to brand management,
advertising and promotion management, digital marketing platforms, and Internet
marketing.
Additionally, you may want to consider topics associated with the strategic importance
of brand and its’ management; representation import of branding to consumers;
consumer behaviors; and activities involved in managing an advertising campaign. This
is neither intended nor to be construed as an “all inclusive” listing of topics related to this
assignment, but may serve as a good starting point for your review of the existing
literature.
You are a member of the Memorial Hermann Health System’s Marketing Department,
located in Houston, Texas. The Department Director has asked you to propose specific
marketing strategies that the System can employ to expand their overall market share.
You will be asked to prepare a brief presentation, not to exceed 15 minutes, to
members of your marketing team. In preparation for your presentation, you are
expected to prepare a PowerPoint slide deck with voice over.

PU Strategy Formulation  essay case study

RUBRIC QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points:  Student failed to submit the final paper. 20 points out of 50:  The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50:  The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately.  Elements of the required response may also be lacking. 40 points out of 50:  The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples.  The answer is complete. 50 points:  The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples.  No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points:  Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points:  Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points:  References to scholarly sources are occasionally given; many statements seem unsubstantiated.  Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points:  Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented.  APA 6th Edition is used with only a few minor errors.  There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points:  Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented.  APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points:  Student failed to submit the final paper. 5 points out of 20:  The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors  10 points out 20:  The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20:  The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points:  The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points:  Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements.  The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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