Overview
In this assignment, you will write a one-page engagement letter to your new client. The Engagement Letter defines the business relationship and introduces fundamental aspects of health care marketing. Take a look at this as an example of the structure of the letter.
Scenario
You are a health care marketing executive who is under contract to help your client market to their target audience. You are tasked with writing a Letter of Engagement that summarizes your working relationship with the client.
Preparation:
- Reflect on the scenario above, choose your provider type from the table below, and select one corresponding service and goal that is to be achieved through marketing.
- Review chapters 25 of your textbook. These chapters provide excellent information on basic health care marketing, so make sure to study these chapters carefully.
- Research two healthcare providers that offer services similar to your client. Study how these providers market their services.
- Research the service they are providing so that you understand how services should be marketed, and to whom.
| Business | Example of Services | Goal |
|---|---|---|
| Small Dental/Medical Practice | General services, oral surgery, orthodontics, orthopedics, pediatrics, etc. | Gain new patients. |
| Department within a hospital | Women’s reproductive services, outpatient dialysis, laser treatments, etc. | Announce a new service. |
| Health Care Specialty Clinic | Disabled veterans, people seeking cosmetic enhancements, physical therapy, or occupational therapy, etc. | Reach a new target market. |
| Home Health Care Service | Mobility, wound care, therapy, etc. | Expanding services to a new area. |
| Government or Non-Government Organization | Mental Health, HIV, domestic abuse, anti-smoking, addiction, etc. | Educate the public on a health care topic. |
Instructions
Write a one-page letter (one-page single-spaced) to your new client that you selected from the list. The letter should be professionally written and formatted. In the letter, be sure to do the following:
- Introduce yourself and describe your role as a healthcare marketing executive.
- Summarize the proposed marketing engagement including:
- Provider name
- Brief description of the client.
- Goal(s) for engaging your marketing services, duration, and payment.
- Explain two aspects of marketing that are unique to the healthcare industry.
- Discuss the marketer’s role through the lens of the 4 P’s of marketing and the context of the client’s business.
Additional Requirements
Resources: Use two sources in addition to your textbook to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source page at least one time within your letter of engagement. For help with research, writing, and citation, please use Strayer Library Services or review library guides.
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the for all support. Check with your professor for any additional instructions.
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