Marketing and Business Plans
Marketing and Business Plans
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Marketing and Business Plans
What is the difference between a marketing plan and a business plan?
A business plan covers the overall elements of business, including the strategic plan, financial plans, target markets, sales, products and services, and operations. The business plan also contains information on how all of these elements relate to each other.
A marketing plan, in contrast, focuses on the marketing and marketing strategy of certain products and services. Essentially, the marketing plan is tasked with identifying potential market areas while also addressing how to appropriately engage in marketing messages for those products or services to target populations.
Therefore, both marketing and business plans cement the foundations of how the organization of business will operate. They identify which populations are served and which products or services will most likely contribute to the viability of the business or organization. Specific to the health care administrator, the marketing and business plan should focus on effective health care delivery and capitalize on the unique health care services offered by individual health care organizations.
For this Discussion, review the concepts of a marketing, business, and strategic plan in the resources for this week. Reflect on how these plans contribute to business operations. Then consider the consequences a potential misalignment between these plans might hold for the business or organization.
ANSWER THE FOLLOWING QUESTION:
1. An explanation of the consequences of how a misalignment between marketing plans, business plans, and strategic plans might affect the success of health care organizations and why.
2. Offer an example of when an alignment between these plans has contributed to effectiveness or success of the health care organization. Be specific and provide examples.
USE THE FOLLOWING ARTICLE & CHAPTER 1 & 2 REFERENCES:
1.Gombeski, W. R., Jr.,, Taylor, J., Piccirilli, A., Cundiff, L., & Britt, J. (2007). Effectively executing a comprehensive marketing communication strategy. Health Marketing Quarterly, 24(3/4), 97–111.
2.Hillestad, S. G., & Berkowitz, E. N. (2012). Health care market strategy: From planning to action (4th ed.). Burlington, MA: Jones & Bartlett Learning.
o Chapter 1, “Strategy Development and the Strategic Mindset” (pp. 1–33)
o Chapter 2, “Understanding the Strategic, Business, and Marketing Planning Process” (pp. 36–56)
SAMPLE ANSWER
The alignment of the business, marketing, and strategic plans is essential for the smooth progress of operations in a given organization (Gombeski et al., 2007). These plans influence the organization structure of the given healthcare organizations. The misalignment and poor coordination of these plans lead to serious consequences on the operation of the healthcare organization. The misalignment lead to the reduced productivity in the heath care organization. The health care organization will face the consequence of decreasing potential growth. Such cases are caused by the poor connection between various plans. The scheduling of medication, financing of operations and also marketing of the service offered by the health organization will be at a decline affecting the success of the organization (Gombeski et al., 2007). The misalignment leads to poor planning that causes the healthcare organization to direct its efforts and services in the wrong directions. The following of the unrealistic objectives leads to the wastage of the opportunities such as expansion that contribute to the greater success of the healthcare organization. The misalignment also leads to the poor control of the operations of the organization. The ineffective control affects the ability to take corrective action of improvement after determining the performance of the organization (Hillestad & Berkowitz, 2012). The misalignment also causes the ineffective communication between the various departments in a healthcare organization that is an obstacle to the success of the various operations.
There are numerous benefits resulting from the proper alignment of the various plans in the health care organization. The Sutter healthcare organization is one of the successful healthcare organizations in the US that enjoy the fruits of the proper alignment of its plans (Ball et al, 2013). The health organization has beeADGn able to develop new healthcare services, commence the medical practice and also revamp the existing patient flow in the various offices of the organization. The development of the new facilities is done considering plan various phases. The plans considered by the organization include studying the market to understand demand, carrying operation plans for each proposed entity and also financial feasibility studies (Ball et al, 2013). Such activities have helped the organization control in its operations effectively and also set realistic objectives that are efficiently achieved. In this case, the alignment has proved to contribute to the success of the Sutter healthcare organization.
References
Ball, M., Weaver, C., & Kiel, J. (Eds.). (2013). Healthcare information management systems: Cases, strategies, and solutions. Springer Science & Business Media.
Gombeski, W. R., Jr.,, Taylor, J., Piccirilli, A., Cundiff, L., & Britt, J. (2007). Effectively executing a comprehensive marketing communication strategy. Health Marketing Quarterly, 24(3/4), 97–111.
Hillestad, S. G., & Berkowitz, E. N. (2012). Health care market strategy: From planning to action (4th ed.). Burlington, MA: Jones & Bartlett Learning.
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