Required Capstone Assignment 24.4: A Marketing Initiative for Value Creation

• Due Today by 4:29pm
• Points 20
• Submitting a file upload
• Available after Apr 2 at 1pm

Learning Outcome Addressed:

1. Analyze a healthcare initiative and assess how it creates value.

Marketing is an ever-growing component of healthcare, and when properly implemented, it can give a healthcare organization a competitive advantage. Marketing projects and practices in healthcare often look less like traditional marketing campaigns and are, instead, more integrated with the services offered. For example, the introduction of telehealth to increase patient access and control costs may include patient engagement components that market the service and the organization while helping patients meet their healthcare needs and improve their health and well-being. As a healthcare leader, you may be expected to generate ideas for services that contribute to the marketing mission, decide which initiatives to undertake, and encourage those marketing projects that best align with your departmental or organizational goals.

In this capstone assignment, you will analyze a marketing initiative, project, or practice and assess its relationship to value creation. In Module 15, you studied these kinds of activities, including developing new services that target unmet needs in your current population or creating a new offering that may bring different clients to your organization. You considered the marketing value of enhancing the patient experience by improving access to services, better information, or improved coordination and continuity of care, among other things.

You may find initiatives that parallel these in your capstone organization or other effective marketing initiatives such as telehealth, using a patient portal, or a social media campaign, among other options. You may refer to any of these or another organizational design initiative undertaken by your organization or by Kaiser Permanente.

You are encouraged to review and reuse material from your response to previous assignments to complete this capstone assignment.

To complete this assignment:

• Watch .
• Review Module 15.
• Recall that and that improving access is also an aspect of quality improvement.
• Write a two-to-three-page analysis that answers the four questions below.

The optional readings below will give you ideas for the kinds of marketing initiatives you may want to look for in your capstone organization and help you think about the relationship between marketing projects and value creation:

• (Purcarea 2019)
• (Adobe Communications Team 2022)

Answer these four questions in your response:

1. Describe a marketing initiative from your current organization (or from Kaiser Permanente), and discuss at least one way it relates to the three value components: quality, access, and cost. Note that it may not directly impact all three elements. For any of the three that it doesnt affect, give at least one reason why.
2. Describe at least one way the effectiveness of this initiative is being assessed or could be assessed, and share related data if it is available.
3. Describe at least two things about the initiative that work well. If the initiative is just launching or planned for the future, describe at least two things you would focus on, as a manager, to ensure further success in creating value.
4. Describe at least one thing that could be improved and at least one way it could be improved. If the initiative is just launching or planned for the future, describe at least two possible pitfalls you need to prepare for.

Submission instructions:

• Write your response, and save it as a PDF or Word document.
• Please name your file Capstone-24.4-FirstName-LastName.
• Click the Start Assignment button.
• Upload your saved file.
• Click the Submit Assignment button.
• IMPORTANT: Please review the rubric below for details about how your submission will be evaluated before you begin work on it.
• Note that a score of “Excellent” requires that you exceed the basic assignment requirements.

The average completion time for this activity is 1 hour 20 minutes.

This is a required assignment and counts toward program completion.

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Required Capstone Assignment 24.4: A Marketing Initiative for Value Creation

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