Select a Non-for-profit or For-profit Health Care Organization for your Health Care Marketing Business
Plan. The chosen health care organization will either market a new product or service to a specific target
market. You are responsible for constructing the business plan for the new product or service for the
HCO.

Once you have chosen the type of HCO you will market for, then comes the decision of whether
you want to market a new product or service.
Try to make the product or service as original as possible.

Phase I: Executive Summary

I. Executive Summary
a summary of the planning issue , which includes a new product, new service opportunity, or
process improvement issue.
A future oriented, two page document demonstrating knowledge of the issue and provides the
prospective value

What to include in the Executive Summary:
1. An introduction to your business plan which involves a discussion of the new service
opportunity, cost saving measure, or process improvement.

2. Marketing Highlights
a. Make a list of the distinctive features by answering these questions:
i. What is the real value regardless of the type of project?
ii. What will the product/service save the organization in dollars? (estimated
guess, doesnt have to be accurate)
b. Ex: What savings or profits will it generate by improving efficiency? Or what saving or
profits will it generate by developing a new service? Or what will it bring by bringing in
paying patients or no-show patients?

3. Targeting Market Summary: Answer the following questions:
Who is your target market?
Who benefits from this plan?
Is the market internal, external, or both?

4. Competitive Analysis (if a new service opportunity)
Who else is doing it?
Provide a competitive analysis

5. Key Marketing Strategies –
What key marketing strategies will you use?
How will you get compliance of patients, staff, the board, or referral services?

6. Operational Highlights
Are there any critical legal or regulatory constraints?

7. Intermediary Concerns or Issues
Are there any noteworthy issues with referrals or other entities?