Marketing Wellness and Prevention

Case Assignment- Part 1

For the second Case Assignment, please write a 4- to 5-page essay on the ethical aspects of marketing in health care.

Suppose that you are tasked with managing a health care marketing division for a pharmaceutical drug. A junior member of your marketing team suggests that you increase the budget to invite health care providers to attend symposia in which they will be trained to be speakers. One goal of the marketing plan is to influence physicians to prescribe the drug. The team member has draft versions of brochures and DVD’s espousing the benefits of the drug; these are to be distributed to physicians and patients as a way to boost sales. The team member also suggests that a bonus system be set in place for your sales representatives in their territories in order to increase the number of prescriptions that physicians make for the drug.

  1. What are some of the ethical issues associated with this marketing strategy?
  2. How would you address these issues as the manager of your division?

Assignment Expectations

You will be expected to:

  1. Provide a scholarly basis for your response.
  2. Justify your opinions with evidence from the literature.
  3. Cite several scholarly references in your essay.
  4. Properly cite all references in the text of your essay (either in parentheses or in footnotes), as well as at the end.

Module 2 – SLP- Part 2

Marketing Wellness and Prevention

For the Module 2 SLP, please write a 4- to 5-page essay (This does not include the cover sheet or the reference page.) in which you evaluate the existing wellness and prevention marketing program of the health care organization.

Part A) Assess the marketing strategy of the health care organization with respect to wellness and prevention. What are the limitations to the current approach?

Part B) Describe how you would improve the wellness and prevention marketing program. If your selected organization does not currently have a wellness and prevention program, then describe instead how you would market it.

SLP Assignment Expectations

You will be expected to:

  1. **Focus your response to this component of the SLP specifically on marketing wellness and prevention programs in health care.
  2. Implement feedback provided on earlier components of the SLP.
  3. Apply principles from the background materials.
  4. Provide a scholarly basis for your response.
  5. Justify your opinions with evidence from the peer-reviewed literature.
  6. Cite several scholarly references for this assignment.
  7. Properly cite your references in the text of your essay as well as at the end.