Title

Healthcare Marketing: The Development of a Strategic Marketing Plan for a Physician Staffing Company

Date of Award

5-24-2010

Document Type

Capstone Project

Disciplines

Leadership and Organizations

Degree Name

Master of Professional Studies

Department

Leadership & Organizations

Advisor

Greta Covell Gloven

Keywords

healthcare marketing; healthcare staffing; physician staffing

Abstract

In the twenty-first century, strategic marketing plans have become essential tools for organizations in the healthcare industry. The strategic marketing planning process is especially crucial for the long-term survival and growth of organizations in the physician staffing industry, where the competitive climate is increasingly hostile and the environmental forces are ever more complex. This Capstone Project provides the essential groundwork for developing a strategic marketing plan for ABC Healthcare, a physician staffing firm, with specific focus on the environmental scanning process, strategic innovation, and online strategy.

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