Follow rubric Verbatim:
Put all milestones together and polish it up. Please follow rubric step by step. If anything needs to be added please add.

Below I have attached the final milestone rubric and Milestones 1-3

Textbook link:

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.1

IHP 510 Final Project Guidelines and Rubric

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

• 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

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.


Milestone 1 – Bellevue Hospital

Deanna Buchanan


Bellevue Hospital is widely regarded as the nation’s pioneering medical facility. Back in 1736, when it first opened, it was only a little infirmary with enough room for six patients. In recent years, its groundbreaking work in public health, medical research, and medical education has helped it become the most important academic medical center. Both inpatients and outpatients may access the cutting-edge medical treatment available at Bellevue Hospital (NYC Health + Hospitals/Bellevue, 2018). There is a need for additional marketing strategies even though it offers a comprehensive list of extremely effective services. In the healthcare industry, marketing means reaching out to potential patients, telling them about services, and keeping them interested in healthcare (NYC Health + Hospitals, 2019). The hospital’s marketing efforts should always reflect its core beliefs and long-term goals. With careful consideration of internal and external marketing aspects, Bellevue Hospital will provide its patients with top-notch service as part of its implemented marketing strategy. Success for the hospital may be guaranteed by strategic marketing that prioritizes congruence with its core values, mission, and vision.

Mission, Vision & Goals

Bellevue’s mission is to “provide the highest quality of care to the people of New York and to treat every patient with dignity, cultural sensitivity, and compassion, regardless of their ability to pay” (NYC Health + Hospitals, 2019). Bellevue always gives patients the best possible care, treatment, and services to achieve this mission.
Bellevue’s vision is “to be a fully integrated health system that enables New Yorkers to live their healthiest lives” (NYC Health + Hospitals, 2021). The principles upheld by ICARE represent the ideals held by Bellevue. Integrity, compassion, accountability, respect, and excellence are all ICARE standards. These expectations apply to every Bellevue staff member. By remaining true to these principles, Bellevue seeks to improve the quality of care they provide to patients and inspire more participation from employees in the company’s overall vision and mission (NYC Health + Hospitals, 2019).

State of service

NYC/BV offers a wide range of services to the people it helps. These services include access to highly qualified medical experts, new care programs, and cutting-edge medical technology. In this context, the obesity and weight-management service is the state of service under review. Comprehensive care for obesity and its associated diseases, like diabetes, is provided by a team of experts at the NYC/BV Center for Obesity & Weight Management. The hospital is a renowned leader in several areas of medicine, including bariatric surgery. Specialists in specialties such as surgery, medicine, nutrition, and psychology make up the bulk of the hospital’s core team. Many different inpatient and outpatien2

Situational Analysis

Deanna Buchanan

Situational Analysis

Managers do a situational analysis to get insight into the capabilities, clientele, and external business climate of their company, and this study makes use of a variety of data collecting techniques. Factors like competitiveness and marketing ethics are included in the list of external and internal marketing influences on Bellevue, as are the services that will be used to market the community.

Marketing Factors

Internal and external marketing factors have a significant impact on healthcare organizations. Internal marketing factors refer to the internal resources, capabilities, and limitations of the healthcare organization (Cellucci et al., 2014). Internal marketing factors include things like the hospital’s reputation, the quality of its staff and facilities, and its financial stability. Internal marketing factors can also include the hospital’s mission, vision, and strategic goals, as well as its culture and values.
External marketing factors refer to the external environment in which the healthcare organization operates. These can include things like changes in the healthcare industry, technological advancements, economic conditions, and competition from other healthcare providers (Berkowitz, 2021). External marketing factors can also include demographic changes in the community served by the hospital, as well as the healthcare needs and preferences of the population (Berkowitz, 2021).

Service Proposal

A mental health program could be a valuable service for Bellevue Hospital to market, as mental health is an important aspect of overall health and wellness, and access to mental health services can be a challenge for many individuals. The mental health program proposed above could potentially address both a weakness and an opportunity for Bellevue Hospital.
As a weakness, the hospital may face challenges in terms of attracting patients seeking mental health services. This could be due to a variety of factors, such as competition from other healthcare providers, a lack of awareness about the hospital’s mental health services, or a perception that the hospital is not a top choice for mental health care. By marketing a comprehensive mental health program, the hospital can address this weakness by increasing awareness of its services and attracting more patients seeking mental health care through social media adverts.
As an opportunity, the proposed mental health program could also present an opportunity for the hospital to expand its services and meet the healthcare needs of the community. Mental health is an important aspect of overall health and wellness, and access to mental health services can be a challenge for many individuals. By offering a range of mental health services, the hospital can provide an important resource for the community and position itself as a leader in mental health care (Cellucci et al., 2014). This can also help the hospital to i9

IHP 510 Milestone Three: Marketing and Communication Strategies

Deanna Buchanan

Marketing strategies

Promoting services for mental health and drug addiction requires building relationships with individuals seeking help, their loved ones, and the larger community. If Bellevue wants to increase its internet market share, it must prioritize marketing initiatives that use social media. Marketing a mental health and drug addiction education program on social media would be effective for Bellevue Hospital since 40% of customers say that social media impacts how they cope with health (Cellucci et al., 2014). Email advertising is just another method in the marketer’s toolbox. Promoting the program to prospective clients by emailing them personally and encouraging them to sign up. This may include describing the program, listing the advantages of joining, and giving discounts or other incentives. Last but not least, there’s content promotion. In order to gain the audience’s confidence and position the hospital as an expert in mental health, we will be producing and distributing high-quality, topical material. Various material formats, such as blog posts, articles, infographics, and videos, may be used to spread awareness and understanding of mental health concerns and the available support services among the target audience.
Individuals in recovery from drug addiction or mental illness often report feeling lonely, anxious, and on edge and have very low levels of self-esteem. So, hospitals need to use marketing strategies that foster constructive connections with individuals like these patients and other hospital stakeholders. Studies have established that individuals use social media for various health-related reasons, such as seeking out emotional support or learning more about their disease and treatment alternatives (Berkowitz, 2021). Bellevue could use social media to promote healthcare services by sharing relevant news pieces, motivational images, encouraging words, and success stories. People searching for therapy or information might feel less alone and more hopeful with the help of this approach (Cellucci et al., 2014).

Four and Five P’s of Healthcare Marketing

Price, place, promotion, and product are the “Four Ps” of marketing. By highlighting the specific services it offers, such as therapy, counseling, and psychiatric care, and focusing on the unique features of its services, such as the qualifications of its mental health professionals or the use of innovative treatment approaches, the hospital can effectively communicate the value of its product to its target audience. To make its services more accessible, the hospital could consider its pricing strategy, such as offering discounts or financial assistance. It could also consider how it distributes its services, such as through in-person visits or teletherapy options, and consider partnering with community organizations to offer its services in convenient loca

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