this task, you will examine how a healthcare organization’s vision, mission, and values are aligned to its marketing goals, and you will recommend marketing strategies to ensure a larger profit for the organization.

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: First, consider the following scenario: You are the new assistant to the chief operating officer (COO) at a pediatric surgery group practice in Chicago. The practice has 15 physicians, 7 nurse practitioners/physician assistants, 27 nurses, and 10 support/administrative/office staff. You report directly to the COO, and the COO reports directly to the Chief Medical Officer (CEO) of the practice. The market for pediatrics in Chicago is very competitive, and your group practice has managed to make a slim profit every year in the ten years it has existed. The Board of Directors, which consists of all the physician owners, has charged the COO with creating and implementing a plan to ensure that the organization’s values not only support the practice’s mission and vision but also ensure a larger profit margin. The COO has passed this assignment down to you.

Next, use the Teal Trust’s five behavioral norms presented in Chapter 3 of Healthcare Marketing: A Case Study Approach to develop a 1- to 2-page paper that addresses what you, as assistant to the COO, will present at the next board meeting. Be sure to address the following in your response:

 Values/Mission/Vision: How can you ensure that the organization’s values support the practice’s mission and vision?

 Marketing Strategies: What marketing strategies can you recommend that will ensure a larger profit margin for the organization? Be sure to justify your


Refer to the case study and module resources to support your responses.


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