Justify the assembly of a balanced product portfolio by marketing managers as a means of ensuring extended success in the health care market industry. Provide two (2) real-life examples to support your rationale.
Assess the importance of portfolio planning in the health care industry and determine at least one (1) approach to portfolio planning that can help marketing managers to ensure productive marketing operations. Provide at least two (2) specific examples of portfolio planning in a health care organization with which you are familiar.
“Market Expansion and Drivers Management”
Interpret the importance of continually pursuing opportunities for growth within the health care marketplace and identify expansion opportunities available to health care institutions through the use of Igor Ansoff’s Product-Market Expansion Grid. Provide support for your response.
Assess the critical pursuit of identity management and its role in helping health care entities build strong, recognizable brands. Provide at least two (2) specific examples of identity initiatives within a health care organization.
“Brand Design Model”
Evaluate the value of assigning appropriate brand identities to represent health care goods, services, and institutions. Provide support for your rationale.
Assess the value of Calder and Reagan’s Brand Design Model as a device for systematically guiding health care marketers through the process of formulating brands. Explain one (1) reason why a SWOT analysis is needed to help health care organizations understand competitor brands. Provide two (2) examples from a health care organization with which you are familiar that support the value of Calder and Reagan’s Brand Design Model.
“Brand Portfolio Molecule” and “Brand Report Card”
Explain the fundamental reasons why brands do not exist in isolation but do exist in larger environments that include other brands. Provide two (2) specific recommendations or solutions that can help a health care facility improve patient satisfaction.
Assess the value of Lederer and Hill’s Brand Portfolio Molecule when used to understand brand relationships. Provide at least two (2) specific examples of strategic or tactical initiatives within a health care organization.
