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Essay / Research Paper Abstract
This 21 page paper is a marketing plan for a specialist hospital. The plan identifies marketing objectives, viable market segments and products/services that are offered. The paper then looks at pricing as well as distribution and promotion issues. The bibliography cites 8 sources.
Page Count:
21 pages (~225 words per page)
File: TS14_TEhospX.rtf
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Unformatted sample text from the term paper:
in Southern California, offering limited medical services, specialising in orthopaedic, back surgery, obesity/lap band surgery and non invasive cardiac testing. The hospital is a for profit hospital, owned by the
physicians that work in the hospital following an attempt by the former owner to close the hospital down. However, the profit levels are currently low; at only 2%, suffering as
a result if changes, including the loss of a paramedic contract and changes in the way healthcare organizations are controlling costs and paying for treatments. The hospital wishes to
increase market share, revenues and profit with plans to increase the marketing to attract new patients and increase revenues. The report presents a strategy to achieve these goals outlining a
potential marketing strategy. 2. Marketing Planning 2.1 Marketing Objectives To design a marketing strategy the first stage is to define the marketing
goals that the campaign/strategy, the following goals are the main objectives * To achieve an annual increase of 5% in the total number of procedures carried out each year, achieved
by the end of the first year. * To increase the specialisation in orthopaedic/back surgery and gain a 15% share of the west Los Angeles market, this requires an
increase of 9% as the hospital currently has a 6% market share. This should be achieved over a four year period, increasing to a 7% by the end of year
1, 9% by the end of year 2, 11% by the end of year 3, 13% by the end of year 4 and 15% by the end of year 5.
* To achieve this it will be necessary to increase overall enquiries and referrals to the hospital by 15% * To increase awareness of the hospital and its
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