Marketing

Health programs rely on effective marketing to inform consumers (clients or patients) about available services. In behavioral health organizations, successful marketing requires thoughtful planning of the message, identifying the target audience, and selecting the most effective methods to reach them. A variety of creative and cost-effective marketing tools can be utilized, including social media, community outreach events, email campaigns, websites, and printed materials such as brochures or advertisements on public transportation (e.g., bus wraps or subway posters). The choice of marketing strategies should be tailored to the target population’s specific needs, access, location, and communication preferences.

For this assignment, you will design a marketing brochure for either the opioid abuse/recovery program or the elder care program at Harbor City Behavioral Health Center (HCBHC). Your brochure should be engaging, informative, and tailored to effectively reach your intended audience.

As you create your brochure, remember that marketing in behavioral health must adhere to ethical standards. For instance, according to the National Association of Addiction Treatment Providers (2016) Code of Ethics, patient referrals must not involve financial incentives, marketing materials must present truthful information about the facility and staff, and patient privacy must be protected and not used for promotional purposes. Consider these and other relevant ethical guidelines as you design your brochure to ensure your approach is both effective and compliant with professional standards.

Key Points to Address in Your Brochure:

• Clearly define the program and its benefits.
• Identify the target audience and tailor the message accordingly.
• Choose appropriate marketing channels that align with the target audience’s access and preferences.
• Incorporate ethical marketing practices in line with industry standards.

Your completed brochure will not only showcase your ability to create effective marketing materials but also demonstrate your understanding of the ethical considerations involved in behavioral health marketing. 

Resources

 

Be sure to review the Learning Resources before completing this activity.Click the weekly resources link to access the resources. 

WEEKLY RESOURCES

The Assignment:

Create a marketing piece (e.g., brochure, PowerPoint presentation, video, webpage) for the new program for HCBHC (opioid abuse/recovery program or elder care). It should include the following:

• Name, mission, and goals
• Target population
• Services offered

You will share your marketing piece (in whichever form you choose) with your colleagues. For example, you may create a PowerPoint presentation, a brochure, a video, or a mock website. Be creative, but make sure your Instructor and colleagues can access your project without restriction or without having to download any special software. Marketing pieces that are not accessible will be given a grade of zero.

By Day 4

Submit your Assignment as well as share with your colleagues in the Doc Sharing area.

submission information

Before submitting your final assignment, you can check your draft for authenticity. To check your draft, access the Turnitin Drafts from the Start Here area. 

1. To submit your completed assignment, save your Assignment as WK7Assgn_LastName_Firstinitial
2. Then, click on Start Assignment near the top of the page.
3. Next, click on Upload File and select Submit Assignment for review.

 

Rubric

PBHL_8200_Week7_Assignment_Rubric

PBHL_8200_Week7_Assignment_Rubric

CriteriaRatingsPts

This criterion is linked to a Learning OutcomeContent

40 to >35.0 ptsEXCELLENT – above expectationsMarketing piece demonstrates an excellent understanding of all of the concepts and key points presented in the text(s) and Learning Resources. Marketing piece provides significant detail, including multiple relevant examples, evidence from the readings and other sources, and discerning ideas.

35 to >31.0 ptsGOOD – met expectationsMarketing piece demonstrates a good understanding of most of the concepts and key points presented in the text(s) and Learning Resources. Marketing piece includes moderate detail, evidence from the readings, and discerning ideas.

31 to >30.0 ptsFAIR – below expectationsMarketing piece demonstrates a fair understanding of the concepts and key points as presented in the text(s) and Learning Resources. Marketing piece may be lacking in detail and specificity and/or may not include sufficient pertinent examples or provide sufficient evidence from the readings.

30 to >0 ptsPOOR – Significantly below expectations or missingMarketing piece demonstrates poor understanding of the concepts and key points of the text(s) and Learning Resources. Marketing piece is missing detail and specificity and/or does not include any pertinent examples or provide sufficient evidence from the readings.

40 pts

This criterion is linked to a Learning OutcomeWriting

20 to >17.0 ptsEXCELLENT – above expectationsMarketing piece is well organized, uses scholarly tone, follows APA style, uses original writing and proper paraphrasing, contains very few or no writing and/or spelling errors, and is fully consistent with graduate-level writing style. Marketing piece contains multiple, appropriate, and exemplary sources expected/required for the Assignment.

17 to >15.0 ptsGOOD – met expectationsMarketing piece is mostly consistent with graduate-level writing style. Marketing piece may have some small or infrequent organization, scholarly tone, or APA style issues, and/or it may contain a few writing and spelling errors and/or somewhat fewer than the expected number or type of sources.

15 to >14.0 ptsFAIR – below expectationsMarketing piece is somewhat below graduate-level writing style, with multiple smaller or a few major problems. Marketing piece may be lacking in organization, scholarly tone, APA style, and/or it may contain many writing and/or spelling errors or shows moderate reliance on quoting vs. original writing and paraphrasing. Marketing piece may contain inferior resources (number or quality).

14 to >0 ptsPOOR – Significantly below expectations or missingMarketing piece is well below graduate-level writing style expectations for organization, scholarly tone, APA style, and writing, or it relies excessively on quoting. Marketing piece may contain few or no quality resources.

20 pts

Total Points: 60

 

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