Exam Content
Scenario
Imagine you are a program manager for a health care system, and you have been asked by your board to develop a report that analyzes the market perspective and potential of one of its possible service sites. You will use your skill in marketing analysis to analyze a health care organization from a market-based perspective by researching market demographics, assessing how health care organizations can use marketing to target consumers, and examining how demographics data can be used to effectively market services to consumers.
Preparation
Review “Comparing Walk-in Retail Clinics and Urgent Care Centers” from this week’s learning activities for more information on retail and walk-in clinics.
Watch the following six videos as you prepare to complete the assessment:
“Target Market”
“Target Market: Culture and Demographics”
“Target Market: Baby Boomers”
“Target Market: Generations X, Y, Z”
“On-Site Clinics”
“Urgent Care”
Select 1 of the following in your community or surrounding area.
Walk-in clinic, such as an urgent care facility
Retail clinic in your local grocery store or retail pharmacy
No-appointment physician’s office
Research the market of your chosen facility. Consider the following questions as you complete your research:
What are the demographics of the consumers who might use the selected facility? This may include data such as:
Age
Gender
Income
Race
Marital status
Education
Occupation
Home ownership
Number of people in the household
Age of the home
Where is the selected facility located?
What marketing strategies could be used to attract consumers to the selected facility?
Consult the following resources for help finding this information:
The United States Census Bureau provides data about the people, places, and economy of the United States. Search the website to find the population, average income, and other frequently requested data about a community.
USA.gov provides topographical and statistical information about the United States, including population, demographic, and economic data.
The U.S. Bureau of Labor Statistics provides wage and occupation data at national, regional, state, and metropolitan-area levels.
Assessment Deliverable
Write a 700- to 1,050-word market analysis report of the facility you selected. In your report:
Describe the facility you selected, its location, and the services it offers.
Analyze the demographics of the consumers who might use the selected facility.
Analyze the marketing approach used for the facility.
Consider the targeted audience based on the demographics of the consumers who might use the facility.
Consider whether marketing techniques can be the same when marketing to different demographics.
Format your references according to APA guidelines.
Submit your assessment.
Assessment Support
Review the rubric for guidance on deliverable expectations.
Review the Marketing Analysis Report Example Data to guide your work, but do not copy any information.
Visit the Center for Writing Excellence for assistance with grammar, APA formatting, and other writing topics.
