Write a Marketing plan for a sports injury hospital business specialism

Assignment
Healthcare Marketing Assignment – Bahrain
Write a Marketing plan for a sports injury hospital business specialism.
Consider the following￾You are a Marketing manager at a large hospital in Bahrain. Over the past 12 months the hospital
has experienced a steady increase in patients with sports injuries. The region has seen an increase
in outdoor [including extreme] sports providers, health and fitness gyms, and local competitive
sports teams.
The executive board of the hospital wants to expand their treatments of sports injuries, in a
spectrum of areas. This is a change to the normal broad provision of General Hospital activities,

and they need your Marketing expertise and knowledge to help them understand which areas need
to be fully scrutinized before they proceed. They have the budget for three specialist sports injury
clinics in the area.
The thoroughness and granularity of your report will enable them to make a final choice to the
multi-million Dollar investment.
Assessment Weight Volume
Individual Report 100% 3500 words +/- 10%
Individual Report
Your submission is a word document that clearly includes the following key headlines –

1. Executive Summary

2. Table of Contents

3. Conduct a segment analysis that includes the various demographic, psychographic and
behavioral customer segments that may need treatment for sports injuries.

4. Explain the targeting, and positioning structure of your proposed sports injury clinics, explaining the process you would consider.

5. Explain what process you would follow for conducting further commercial research,
explaining the type of research, and the way data is collected.
6. Identify the internal and external pressures and motivations that potential customers of
your sports injury clinic would experience.

7. Write a summary communications plan for the sports injury clinic expansion, considering
the different tactics aligned with the marketing AIDA model, with some emphasis on social
media/digital marketing.
Appendix – Graphs, charts etc.
MS Word document – Calibri font, 11-point, 1.5-line spaces.
Use both academic and commercial/contextual information to support your work.

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