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 2-5 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.
(1) BUSINESS-
Small Dental/Medical Practice –
EXAMPLE OF SERVICES-
General services, oral surgery, orthodontics, orthopedics, pediatrics, etc.
GOAL-
Gain new patients.
(2) BUSINESS-
Department within a hospital
EXAMPLE OF SERVICES-
Women’s reproductive services, outpatient dialysis, laser treatments, etc.
GOAL-
Announce a new service.
(3) BUSINESS-
Health Care Specialty Clinic
EXAMPLE OF SERVICES-
Disabled veterans, people seeking cosmetic enhancements, physical therapy, or occupational therapy, etc.
GOAL-
Reach a new target market.
(4) BUSINESS-
Home Health Care Service
EXAMPLE OF SERVICES
Mobility, wound care, therapy, etc.
GOAL-
Expanding services to a new area.
(5) BUSINESS –
Government or Non-Government Organization
EXAMPLE OF SERVICES-
Mental Health, HIV, domestic abuse, anti-smoking, addiction, etc.
GOAL-
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 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.
EXAMPLE LETTER THAT IS NEEDED!!!
Letter of Engagement Example
The Heading
The Name of Your Company or Logo
Street Address, City, State, and Zip Code
Telephone Number including Area Code
Your email address and/ or your website if available
Today’s Date: Month, Day, and Year
Recipient’s Address
Your Clients Name: Mr., Ms., Miss, Dr., First and last name
Your Client’s Title: Chief Executive Officer, Owner, Director, etc.
Name of your client’s company
Client’s Street Address,
City, State and Zip Code
The Salutation
Dear (Mr., Ms., Dr., Last name)
The Body
Greet your client. Introduce yourself, and briefly discuss your credentials and experience as a healthcare marketing executive. Summarize the proposed marketing engagement. Included in this summary, should be the name of the company, a brief description of the company, the contact person or principal that you are working with, and their title. Clearly state the goal that you are tasked with completing. Discuss the duration of the engagement, in day, months, or years. Discuss payment(s) and how it will be handled.
Explain to your client two aspects of marketing that are unique to the healthcare industry. Discuss the 4 Ps of marketing through the healthcare lens. Finally, close out your Letter of Engagement thanking your client for selecting you/your firm for their marketing needs.
Complimentary Closing Statement
Sincerely yours,
The Signature Line
Your signature
Your name
Your title
Enclosures
