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IHP 510 Final Project Guidelines and Rubric
Overview
Healthcare marketing is a multidisciplinary area of public health practice. This approach draws from traditional marketing theories and principles, adding
evidence-based strategies focused on prevention, intervention, and health promotion. It involves the creation, communication, and delivery of health
information to diverse populations. As a healthcare professional, you will be asked to participate in the marketing process, and, as you will learn throughout the
course, there are various elements of a healthcare marketing plan.
The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency
because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan. The
project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final product will be submitted in Module Nine.
In this assignment, you will demonstrate your mastery of the following course outcomes:
• IHP-510-01: Analyze internal and external market factors that impact marketing decisions and strategies in a healthcare setting
• IHP-510-02: Evaluate ethical issues considered when creating a healthcare marketing plan for alignment with industry criteria
• IHP-510-03: Apply fundamental principles of strategic marketing to healthcare organization strategic planning that align to organizational mission and
goals
• IHP-510-04: Evaluate strategic marketing methods used in a marketing plan for their potential to reach specific healthcare audience demographics
• IHP-510-05: Recommend communication strategies for effectively collaborating with internal and external stakeholders in the implementation of
marketing plans
Prompt
For the final project, you will develop a marketing and communication plan for Bellevue Hospital. In your plan, you will analyze the healthcare organization,
propose a new service, and develop marketing strategies for this proposed service and identified target market. In addition, you will develop strategies to
effectively communicate your marketing plan to the internal and external stakeholders, to drive collaboration in the implementation of the plan.
To begin, you will review NYC Health + Hospitals/Bellevue. You will use this organization as the base of your final project. Then, review the Bellevue Community
Needs Assessment (2019). This needs assessment will inform decisions you make in your marketing and communication plan around the service you propose,
your target market, and the marketing strategies you develop.
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Resource:
Community Health Needs Assessment (CHNA) and implementation strategy plan. NYC Health & Hospitals. (2019).
Community Health Needs Assessment (CHNA) and Implementation Strategy Plan
Specifically, the following critical elements must be addressed. Most of the critical elements align with a particular course outcome (shown in brackets).
I. Introduction: In this section of the marketing plan, you will be describing the current state of the healthcare organization and selected service.
A. Describe the mission, vision, and strategic goals of the healthcare organization. [IHP-510-03]
B. Describe the current state of the service, using the guidelines of marketing. [IHP-510-01]
C. Describe the stakeholders, using the healthcare marketing guidelines. [IHP-510-01]
D. Evaluate how the current state of the services aligns with the mission statement, vision statement, and goals of the organization. [IHP-510-03]
E. Describe the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors. [IHP-510-04]
II. Situational Analysis: In this section of the marketing plan, you will be conducting a needs analysis to identify and propose a service for the organization.
A. Analyze the internal and external market factors impacting the healthcare organization. [IHP-510-01]
B. Propose a service to market for this organization. Include an explanation as to whether it is addressing an opportunity or weakness from the
market factor analysis. [IHP-510-03]
C. Develop a marketing goal for the proposed service, applying the SMART goal framework. [IHP-510-03]
D. Justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization. [IHP-510-03]
E. Analyze the competition for the proposed service. [IHP-510-01]
F. Evaluate how the current marketing strategies used by the organization adhere to industry ethical criteria. [IHP-510-02]
III. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet the marketing goal of
the proposed service.
A. Select marketing strategies to guide your marketing plan. Be sure that these strategies are aligned to your previously developed marketing goal.
[IHP-510-03]
B. Describe areas of the Four and Five Ps that will be addressed in the marketing mix. For example, one consideration might be how the
organization will be paid for the service and how the service could be impacted by policy and politics. [IHP-510-01]
C. Describe the target market of the proposed service. For example, consider the geographies, demographics, psychographics, and behaviors of
your target market. [IHP-510-04]
D. Explain why the currently used marketing strategies will not meet the needs of the proposed market. [IHP-510-04]
E. Justify how your proposed marketing strategies are appropriate for your identified target market. [IHP-510-04]
F. Explain how ethical criteria were used to guide your selection of marketing strategies. [IHP-510-02]
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IV. Communication Strategies: In this section of the marketing plan, you will explain the communication strategies you will use to involve the internal and
external stakeholders of the healthcare organization that will be impacted by the proposed service. (Note that this is unique from your target market.
These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.)
A. Explain how you will communicate the marketing plan to internal stakeholders. [IHP-510-05]
B. Describe how you will share this marketing plan with indirect and direct external stakeholders. [IHP-510-05]
C. Justify how these communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan. [IHP510-05]
D. Explain the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population. [IHP-510-
02]
Milestones
Milestone One: Introduction
In Module Three, you will provide an introduction to the healthcare organization (Bellevue Hospital) that is the basis of your marketing and communication plan.
You will describe the organization’s current services; explain how the organization’s mission, vision, and goals serve its stakeholders; and identify its current
target market. This milestone will be graded with the Final Project Milestone One Rubric.
Milestone Two: Situational Analysis
In Module Five, you will conduct a full situational analysis to identify the internal and external market factors that impact Bellevue Hospital, propose a service to
market for the organization, and generate a marketing goal for this proposed service. This milestone will be graded with the Final Project Milestone Two
Rubric.
Milestone Three: Marketing and Communication Strategies
In Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for
Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare
organization that will be impacted by the service you are proposing for the hospital. This milestone will be graded with the Final Project Milestone Three
Rubric.
Final Submission: Marketing and Communication Plan
In Module Nine, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final product. It should
reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One Introduction Three Graded separately; Final Project Milestone One Rubric
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Milestone Deliverable Module Due Grading
Two Market Analysis Five Graded separately; Final Project Milestone Two Rubric
Three Marketing and Communication Strategies Seven Graded separately; Final Project Milestone Three Rubric
Final Submission: Marketing and
Communication Plan
Nine Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: Your analysis paper must be 10 to 15 pages in length (plus a cover page and references) and must be written in APA format. Use
double spacing, 12-point Times New Roman font, and one-inch margins. Include at least 10 peer-reviewed sources that are no more than 5 years old, cited in
APA format.
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Introduction:
Mission, Vision, and
Goals
[IHP-510-03]
Meets all “proficient” criteria
plus description provides insight
into the mission, vision, and
goals of the organization
Describes the mission, vision,
and strategic goals of the
organization
Describes the mission, vision,
and strategic goals of the
organization in a way that is
incomplete or unclear
Does not describe the mission,
vision, or strategic goals of the
organization
3.1
Introduction: State
of the Service
[IHP-510-01]
Meets all “proficient” criteria
plus description demonstrates a
nuanced understanding of the
current state of the service and
the marketing framework
Describes the current state of
the service using the marketing
framework
Describes the current state of
the service using the marketing
framework, but response is
unclear or incomplete, or
framework is applied
inaccurately
Does not describe the current
state of the service using the
marketing framework
3.8
Introduction:
Stakeholders
[IHP-510-01]
Meets all “proficient” criteria
plus description includes
nuanced insights regarding the
stakeholder
Describes the stakeholders of
the organization using the
healthcare marketing
framework
Describes the stakeholders of
the organization using the
healthcare marketing
framework in a manner that is
unclear, incomplete, or
inaccurate
Does not describe the
stakeholders of the organization
using the healthcare marketing
framework
3.8
Introduction:
Services Align With
Organization
[IHP-510-03]
Meets all “proficient” criteria
plus response includes less
obvious points of alignment on
how the services align with the
mission, vision, and goals of the
organization
Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization
Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization, but response is
unclear or incomplete
Does not evaluate how the
current state of services aligns
with the mission statement,
vision statement, and goals of
the organization
3.1
5
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Introduction: Target
Market
[IHP-510-04]
Meets all “proficient” criteria
plus the description
demonstrates deep
understanding of the multiple
layers of the target market
Describes the current target
market this service focuses on,
including geographies,
demographics, psychographics,
and behaviors
Describes the current target
market this service focuses on,
but explanation is incomplete or
unclear
Does not describe the current
target market this service
focuses on
4.75
Situational Analysis:
Market Factors
[IHP-510-01]
Meets all “proficient” criteria
plus analysis demonstrates
nuanced knowledge of market
factors
Analyzes the internal and
external market factors
impacting the healthcare
organization
Analyzes the internal and
external market factors
impacting the healthcare
organization, but analysis is
incomplete or unclear
Does not analyze the internal
and external market factors
impacting the healthcare
organization
3.8
Situational Analysis:
Propose a Service
[IHP-510-03]
Meets all “proficient” criteria
plus explanation demonstrates
nuanced understanding of
relationship between market
factor analysis and proposed
service
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis, but
response has gaps in detail,
clarity, or logic
Does not propose a service to
market for this organization
3.2
Situational Analysis:
Marketing Goal
[IHP-510-03]
Meets all “proficient” criteria
plus the marketing goal
demonstrates keen insight into
the application of the SMART
goal framework
Develops a marketing goal for
the proposed service, applying
the SMART goal framework
Develops a marketing goal for
the proposed service, applying
the SMART goal framework, but
goal is incomplete or unclear, or
framework is applied
inaccurately
Does not develop a marketing
goal for the proposed service
3.2
Situational Analysis:
Alignment of Goal
[IHP-510-03]
Meets all “proficient” criteria
plus response addresses
complex alignment among goal
and organization’s mission,
vision, and strategic goals
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization, but response is
incomplete or unclear
Does not justify the alignment
of the marketing goal to the
mission, vision, and strategic
goals of the organization
3.2
Situational Analysis:
Competition
[IHP-510-01]
Meets all “proficient” criteria
plus analysis demonstrates keen
insight into the competition of
the specific service
Analyzes the competition for
the proposed service
Analyzes the competition for
the proposed service, but with
gaps in detail, clarity, or
accuracy
Does not analyze the
competition for the proposed
service
3.8
Situational Analysis:
Ethical Criteria
[IHP-510-02]
Meets all “proficient” criteria
plus evaluation demonstrates
nuanced understanding of
ethical criteria
Evaluates how current
marketing strategies adhere to
industry ethical criteria
Evaluates how current
marketing strategies adhere to
industry ethical criteria, but
with gaps in detail, clarity, or
accuracy
Does not evaluate how current
marketing strategies adhere to
industry ethical criteria
6.3
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Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Marketing
Strategies:
Strategies
[IHP-510-03]
Meets all “proficient” criteria
plus alignments described are
more complex
Selects strategies aligned to
marketing goals
Selects strategies, but alignment
to marketing goals is unclear
Does not select strategies 3.2
Marketing
Strategies: Four and
Five Ps
[IHP-510-01]
Meets all “proficient” criteria
plus description includes
nuanced application of the Four
and Five Ps
Describes areas of the Four and
Five Ps that will be addressed in
the marketing mix
Describes areas of the Four and
Five Ps that will be addressed in
the marketing mix, but
descriptions are incomplete,
unclear, or illogical
Does not describe areas of the
Four and Five Ps that will be
addressed in the marketing mix
3.8
Marketing
Strategies: Target
Market
[IHP-510-04]
Meets all “proficient” criteria
plus description demonstrates
complex understanding of the
elements specific to the target
market
Describes the target market of
the proposed service
Describes the target market of
the proposed service, but
description is incomplete or
unclear
Does not describe the target
market of the proposed service
4.75
Marketing
Strategies: Currently
Used Strategies
[IHP-510-04]
Meets all “proficient” criteria
plus the explanation
demonstrates nuanced
understanding of the needs of
the proposed market
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market, but explanation is
incomplete, unclear, or illogical
Does not explain why the
currently used marketing
strategies will not meet the
needs of the proposed market
4.75
Marketing
Strategies: Justify
Strategies
[IHP-510-04]
Meets all “proficient” criteria
plus justifications used
demonstrate nuanced
understanding of how to apply
strategies to proposed market
Justifies how proposed
marketing strategies are
appropriate for identified target
market
Justifies how proposed
marketing strategies are
appropriate for identified target
market, but response is
incomplete, unclear, or illogical
Does not justify how proposed
marketing strategies are
appropriate for identified target
market
4.75
Marketing
Strategies: Ethical
Criteria
[IHP-510-02]
Meets all “proficient” criteria
plus explanation demonstrates
nuanced application of complex
ethical criteria
Explains how ethical criteria
were used to guide selection of
marketing strategies
Explains how ethical criteria
were used to guide selection of
marketing strategies in manner
that is incomplete or unclear
Does not explain how ethical
criteria were used to guide
selection of strategies
6.3
Communication
Strategies: Internal
Stakeholders
[IHP-510-05]
Meets all “proficient” criteria
plus explanation demonstrates
deep understanding of nuanced
needs of internal stakeholders
Explains how to communicate
the marketing plan to internal
stakeholders
Explains how to communicate
the marketing plan to internal
stakeholders, but plan is
incomplete or unclear
Does not explain how to
communicate the marketing
plan to internal stakeholders
6.3
Communication
Strategies: External
Stakeholders
[IHP-510-05]
Meets all “proficient” criteria
plus description demonstrates
deep understanding of nuanced
needs of external stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders,
but description is incomplete or
unclear
Does not describe how to share
this plan with external
stakeholders
6.3
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Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Communication
Strategies:
Collaboration and
Effectiveness of Plan
[IHP-510-05]
Meets all “proficient” criteria
plus response demonstrates
keen insight into the way
communication strategies
contribute to the overall
effectiveness of the marketing
plan
Justifies how communication
strategies will effectively drive
collaboration and contribute to
the effectiveness of the
marketing plan
Justifies how communication
strategies will effectively drive
collaboration and contribute to
the effectiveness of the
marketing plan, but response is
incomplete, unclear, or illogical
Does not justify how
communication strategies will
effectively drive collaboration
and contribute to the
effectiveness of the marketing
plan
6.4
Communication
Strategies: Ethical
Criteria
[IHP-510-02]
Meets all “proficient” criteria
plus explanation demonstrates
deep understanding of nuanced
decisions to communicate with
stakeholders
Explains how the ethical criteria
were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Explains the how the ethical
criteria were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Does not explain how the
ethical criteria were used to
guide communication decisions
for stakeholders
6.4
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
5
Total 100%
