Your M1 readings included five articles profiling the components of the marketin

Your M1 readings included five articles profiling the components of the marketing communications mix: advertising, personal selling, sales promotion, public relations, and direct marketing. Healthcare marketers must be very familiar with each category in order to make prudent selections when devising communicative plans for their given establishments. To aid in developing your ability to make good marketing communications choices, this Practitioner Application centers on the selection of components from the marketing communications mix.
Specifically, you are to place yourself in the role of Marketing Communications Manager for a soon-to-be-established home health agency based in the city of your choice. (An actual city must be selected as this assignment calls for formal market research.) The entity will be known as Scarborough Home Health and it will offer the usual and customary array of services provided by home health agencies. (If you aren’t familiar with home health agencies and their associated services, conduct Internet research or visit a local provider to gain a proper understanding.) Noting the competitive nature of the market, the Administrator of the agency has expressed desires to proficiently reach clients in order to attract their patronage and he has requested a report containing your marketing communications recommendations. (As the Administrator indicates that the agency is in a competitive market, the city you select must mirror this attribute. Smaller municipalities likely will not qualify. As such, moderately-sized or larger municipalities should be selected.)
Think deeply about the particular product line (i.e., home health services), the city in which the services will be offered, and the various communicative options available for reaching patients (i.e., advertising, personal selling, sales promotion, public relations, direct marketing). After careful background research and reflection, prepare a report indicating the components of the marketing communications mix you would use to market the given agency.
For each component of the marketing communications mix, you must indicate whether you do or do not recommend its use and supply detailed justifications for your associated decision. Additionally, for recommended components, you must supply details regarding how you plan to put these into practice. Note that general portrayals will be penalized harshly; specificity is required. For example, if you recommend advertising, you must indicate type(s) recommended and the name(s) of media providers selected; if you recommend personal selling, you must communicate your methods of deployment; and so on.
The end result of your efforts should yield a basic marketing communications plan. In the real world, of course, much more is required, but as student learners, the parameters of the assignment are, by necessity, scaled back. As for the associated budget, simply assume that the organization possesses resources sufficient for funding a comprehensive marketing communications campaign.
The Submission Requirement
Your submission in its entirety (i.e., all inclusive) must be at least 1300words.Your paper must be well referenced, with at least three (3) of the references being from scholarly academic journals. References may be prepared using the style guide of your choice (e.g., APA, MLA); just be sure to consistently use the selected style. Treat this as a formal report, rather than an informal web post. Note that references consisting merely of web links are unacceptable and will result in a 30-point deduction.
In presenting your work, identify the title, your, and submission date at the top of your submission and supply the following headings, exactly as they appear below, placing each in bold text:
Abstract (Your paper must include an abstract of approximately 150-250 words. An abstract is a stand-alone summary of your submission; it must be presented at the beginning of your paper, although, for obvious reasons, it is prepared after you finish your paper. If you aren’t familiar with writing abstracts, simply Google “how to write an abstract” or similar phrases for a wealth of helpful tips.)
Introduction (In this section, supply a brief introduction, helping the reader grasp the intent of the forthcoming work.)
*Background
*City Profile (In this section, supply a brief overview of the city of focus, noting its name, population, demographic characteristics, and any other helpful background information.)
*Service Profile (In this section, supply an overview of the area of medicine addressed by the organization: home health services. Provide a definition, note major areas of focus, and convey other helpful details, demonstrating your grasp of this particular area of medicine.)
*Competitive Landscape (In this section, address home health agency competition in the city, noting direct and indirect competitors by name. Also describe medical services that could be used as substitutes for home health services, identifying providers by name.)
Marketing Communications Mix Recommendations
*Advertising (In this section, state whether you do or do not recommend advertising, being sure to supply justifications for your decision. If you recommend advertising, you must describe the media proposed for use, indicate the media companies by name that will be used, and describe related implementation details. In considering alternatives, you might find the following link to be helpful: Advertising Media Selection.)
*Personal Selling (In this section, state whether you do or do not recommend personal selling, being sure to supply justifications for your decision. If you recommend personal selling, you must describe in detail how you plan to deploy this particular component.)
*Sales Promotion (In this section, state whether you do or do not recommend sales promotion, being sure to supply justifications for your decision. If you recommend sales promotion, you must describe the methods proposed for use, along with associated implementation details.)
*Public Relations (In this section, state whether you do or do not recommend public relations, being sure to supply justifications for your decision. If you recommend public relations, you must describe the methods proposed for use, along with associated implementation details.)
*Direct Marketing (In this section, state whether you do or do not recommend direct marketing, being sure to supply justifications for your decision. If you recommend direct marketing, you must describe the methods proposed for use, along with associated implementation details.)
*Conclusions (In this section, summarize the report, being sure to express your expectations regarding how the selected marketing communications components will impact patient attention and awareness, driving patronage for the home health agency.)
References (In this section, supply a list of references conforming with the instructions listed elsewhere in this communication.)
Assessment Criteria