Discusses key success factors for urgent care centers
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HCM 325 Module Three Journal Guidelines and Rubric In this journal, you will analyze the target market and industry segments in order to develop marketing objectives for an urgent care center. Read Case 6.1 in your textbook and reflect on your own experience with urgent care centers, or interview a friend or family member about their experience. Address the following questions:
1. Based on their market research, did the entrepreneurs in the case find that the urgent care center model would appeal to the general population or that some segments of the population would find it more attractive than others?
2. What was the profile of the customers most likely to use the urgent care center? 3. How did knowledge of the characteristics of the best prospects contribute to an effective marketing campaign? 4. Based on external research (a quick literature search) and drawing upon your own experiences or the experiences of a family member or friend, what
are the key success factors for urgent care centers? 5. Based on the key success factors you have identified, determine one objective for marketing the urgent care center. State the objective as a SMART
objective. Reference the case, your textbook, or other scholarly resources to support your responses. Journal activities in this course are private. Only the instructor can view and comment on your assignments.
Rubric
Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Segments Explains whether the urgent care center model would appeal to the general population or specific segments and references the case to support response
Explains whether the urgent care center model would appeal to the general population or specific segments, but does not reference the case to support response
Does not explain whether the urgent care center model would appeal to the general population or specific segments
17
Customer Profile Profiles customers most likely to use the urgent care center, and references case or text to support response
Profiles customers most likely to use the urgent care center, but does not reference case or text to support response
Does not profile customers most likely to use the urgent care center
17
Characteristics Explains how knowledge of the characteristics of the customer contributes to an effective marketing campaign, and references case or text to support response
Explains how knowledge of the characteristics of the customer contributes to an effective marketing campaign, but does not reference case or text to support response
Does not explain how knowledge of the characteristics of the customer contributes to an effective marketing campaign
22
Success Factors Discusses key success factors for urgent care centers, and references scholarly resource or reflects on personal experience to support answer
Discusses key success factors for urgent care centers, but does not reference scholarly resource or reflect on personal experience to support answer
Does not discuss key success factors for urgent care centers
22
Marketing Objective Develops a SMART marketing objective based on key success factors identified, and references case or text to support response
Develops a marketing objective based on key success factors identified, but does not reference case or text to support response or objective is not stated as a SMART objective
Does not develop a marketing objective based on key success factors identified
22
Total 100%