Communications Marketing & Public Relations

s Marketing & Public Relations essay assignment

s Marketing & Public Relations essay assignment

Audiences and Communities

One of the key steps in the health communication and social marketing process is identifying the population segments that can benefit from a specific health [service]. The more you know about your primary segment, the better you can reach them with messages, activities and policies.

—Centers for Disease Control and Prevention, 2012

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As a health care administrator, you will likely engage in communication with different audiences. These audiences may include the patients or clients served by your agency, community leaders, physicians or medical staff, as well as non-medical employees/staff within your agency. Effectively understanding your intended audience influences the approaches you will take to engage in health communication. In developing a health services marketing plan, health care administrators need to consider those segments of the intended audience who will be exposed to the intended message as well as identifying those segments of the intended audience who are most likely to be most receptive to the message delivered.

This week, you explore health care administrator strategies for engaging in communications with different audiences. You analyze populations served by an agency’s health services marketing plan and examine strategies that health care administrators might implement to overcome barriers in the promotion of this marketing plan.

Learning Objectives

Students will:

· Analyze health care administrator strategies for communicating with different audiences

· Analyze population served by health services marketing plan

· Evaluate barriers to promoting health services marketing

· Analyze strategies to overcome barriers in promoting health services marketing plan

Learning Resources

Note: To access this week’s required library resources, please click on the link to the Course Readings List, found in the Course Materials section of your Syllabus.

Required Readings:

· Hillestad, S. G., & Berkowitz, E. N. (2012). Health care market strategy: From planning to action (4th ed.). Burlington, MA: Jones & Bartlett Learning. Chapter 3, “The Challenges of a Competitive Marketplace” (pp. 57-82).

· Parker, J. C., & Thorson, E. (Eds.). (2009). Health communication in the new media landscape. New York, NY: Springer. Chapter 3, “ Consumer involvement in Health care” (pp. 41-54)

Chapter 6, “Enhancing Consumer Involvement in Health Care” (pp. 119–143)

· Agency for Healthcare Research and Quality. (2014). Effective health care program stakeholder guide 2014 (AHRQ Publication No. 14-EHC010-EF). Retrieved from http://www.ahrq.gov/research/findings/evidence-based-reports/stakeholderguide/stakeholdr.pdf

· Heaney, C. A., & Israel, B. A. (2008). Social networks and social support. In K. Glanz, B. K. Rimer, & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice (4th ed., pp. 189–210). San Francisco, CA: John Wiley & Sons.

· Health Behavior and Health Education: Theory, Research, and Practice, 4th Edition by Glanz, K.; Rimer, B.; Viswanath, K. Copyright 2008 by John Wiley & Sons – Books. Reprinted by permission of John Wiley & Sons – Books via the Copyright Clearance Center.

· Lillrank, P., Groop, P. J., & Malmström, T. J. (2010). Demand and supply-based operating modes – A framework for analyzing health care service production. Milbank Quarterly, 88(4), 595–615.