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

Date of Award


Document Type

Undergraduate Capstone Project

Degree Name

Master of Professional Studies

Organizational Unit

University College, Organizational Leadership


Leadership and Organizations

First Advisor

Greta Covell Gloven


Healthcare marketing, Healthcare staffing, Physician staffing


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.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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