Question

Create an Athenahealth Marketing Plan.You then revise and edit your entire Marketing Plan to create a cohesive polished version. Once you have completed your final edits, you should read your Marketing Plan thoroughly to identify the most salient points and write an executive summary that highlights those points for your reader. The executive summary is more than just a summary of your Marketing Plan. It is often the first, and sometimes the only, page of the document that many will read. If the executive summary fails to capture the attention of the reader and the essence of the Marketing Plan, your efforts at creating the Marketing Plan may be wasted. Therefore, be sure to take the time to develop an interesting and compelling executive summary. Your final Marketing Plan should follow the provided outline, which is also detailed in the Marketing Plan Project Overview document in your Learning Resources. Marketing Plan Outline (10–12 pages excluding Title, Table of Contents, References, and Appendices) Title Page Table of Contents Executive Summary (1 page) Situational Analysis (2–3 pages) Marketing Plan Objectives (1–2 pages) Marketing Strategy (6–8 pages) Market potential and target market (1–2 pages) Product (1–2 pages) Promotion (1–2 pages) Branding (1–2 pages) Distribution (Place) (1–2 pages) Price (1–2 pages) Budget, Implementation, and Control (1–2 pages) References (in APA format) Appendices (if needed) General Guidance on Assignment Length: Your final Marketing Plan will typically be 10 to 12 pages in length, excluding title and reference pages. Refer to the Week 8 Project Rubric for grading elements and criteria. Your Instructor will use this rubric to evaluate your work.

Answer 1

Lets consider the given question,

Athenahealth market plan-

Athenahealth, Inc. is a publicly traded American company that provides network-enabled services for healthcare and point-of-care mobile apps in the United States. athenahealth has a network of more than 114,000 providers and 110 million patients and offers a suite of services to manage medical records, revenue cycle, patient engagement, care coordination, and population health.the company was founded in 1997 in San Diego, California; it is now headquartered in Watertown, Massachusetts and has grown to include operational sites in Belfast, Maine; Atlanta, Georgia; Austin, Texas; Princeton, New Jersey; and Chennai, Bangalore, and Pune, India.

AthenaHealth's new strategy stem from a realization that health care is a regional game. In the past, AthenaHealth believed that by leveraging the Cloud it could build up market share across the nation or the globe.AthenaHealth Chief Executive Jonathan Bush outlined a bold vision for his company. Bush wants AthenaHealth to become the health information backbone that helps health care "to work as it should". By redesigning products, enhancing staff knowledge, and offering differentiated service, AthenaHealth hopes to fulfill its bold vision. AthenaHealth believes the new strategy will drive 30% top-line growth.

SITUATIONAL ANAYSIS:

AthenaHealth is a powerful electronic health records (EHR) system for physicians, hospitals, and medical communities that incorporates practice management and care coordination among others. AthenaHealth is comprised of five solutions – Athenaclinicals, AthenaCollector, AthenaCommunicator, AthenaCoordinator, and AthenaClarity.

Athenaclinicals is the software’s electronic medical record clinical charting platform while AthenaCollector addresses the practice management requirements of users. AthenaCommunicator provides doctors with a communications platform that allows them to converse with their fellow doctors and patients. Athenacoordinator makes order transmission and information sharing simple. AthenaClarity provides users with a data analytics module that allows users to perform Financial and Operations Management tasks as well as Population Health Management and Care Management functions.

AthenaHealth uses tools and services that meet the demands of HIPAA and enable the provider to achieve compliance with ease.

This analysis would help us to know the strenghts-weakness in the company & opportunities & threats outside the company. we have to do the SWOT analysis for this.

STRENGHTS- IT resources, partnerhip with healthcare organizations,unique & innovative pricing structure, leadership to changing environment

WEAKNESSES- dependence on outsourced labours to perform tasks, increasing healthcare regulations & act

OPPORTUNITIES- Increasing need of database management in healthcare organization, trend of cloud computing business

THREATS- Government regulations, hackers

MARKET PLAN OBJECTIVE-

The company's marketing objective is to provide better services to its healthcare clients with its products & services.
objective to provide products & services at better & innovative prices.
objective to reach wide area of audience to increase brand awareness.

MARKETING STRATGEY-

Marketing strategy is the section of your business plan that outlines your overall game plan for finding clients and customers for your business. Sometimes marketing strategy is confused with a marketing plan, but they are different.

Marketing strategy focuses on what you want to achieve for your business and marketing efforts.
Marketing plan details how you'll achieve those goals.

A good marketing strategy incorporates what you know about how your business fits into the market and the 5 Ps of marketing to develop the tactics and actions that will achieve your marketing objectives.

Product: What you selling? What are the physical attributes of your product or uniqueness of your service? How is what you offer different from your competitors and what benefits does it provide your customer?

Price: What will it cost to get your product or service? How does it compare to your competition? What will your profit margin be by selling at that price?

Place: Where will your products and services be available for purchase? This is beyond having a home office, and instead are the places where consumers are able buy. If you're in multiple places, you should work to calculate the percentage of sales from each place. For example, what will your Internet marketing strategy be? What is your sales strategy? How will the transaction take place, what is the cost of getting the product or service to the consumer/client, and what will be your refund/return policy?

Promotion: How are you going to let the market know about your product or services? How will you tell them about the features and benefits you provide to entice them to check out what you offer? What marketing tactics will you use and what do you anticipate will be the results of each method? Include information about any incentives or coupons you'll use to attract business.

People: This in a newly added "P" to the marketing mix, and is important if other people are involved in helping you create or deliver your product or service. Who are these people (i.e. sales people, virtual assistants) and what do they do (i.e. sales calls, customer service)? What is their level of training and/or experience in providing help to your business?

MARKET POTENTIAL OR TARGET MARKET-

A target market is a group of consumers or organizations most likely to buy a company’s products or services. Because those buyers are likely to want or need a company’s offerings, it makes the most sense for the company to focus its marketing efforts on reaching them. Marketing to these buyers is the most effective and efficient approach.

for target market, athenahealth should focus on following factors-

geographic factors like city, rural & metro areas to provide cloud & information management services to healthcare organizations.
demographic factors which includes age, gender, occupation etc. the target market in this would he hospitals, doctors, nurses etc.

PRODUCT/SERVICES-

AthenaOne is athenahealth's fully integrated suite of cloud-based services, combining practice management (athenaCollector), an electronic health record (EHR) system (athenaClinicals), and care coordination (athenaCommunicator) into a single packaged offering.

Athenahealth’s first product, athenaCollector, a cloud-based revenue cycle and practice management service, rolled out in 2000. Built by Ed Park, the revenue cycle management system formed the foundation of athenaNet, athenahealth’s web-based system at large. (Ed Park would go on to become athenahealth’s Chief Operating Officer and member of its board.)

In 2006, the company launched athenaClinicals, reported as the "first economically sustainable, service-based electronic medical records (EMR) system athenaClinicals has been ranked as leading the market in EHR usability, due to its productivity and ability to reduce providers’ work, effectiveness of delivering patient care, and intuitive user interface.

In 2008, athenahealth introduced athenaCommunicator to manage phone calls. Since then, the product has evolved into a suite of "patient engagement services," including a patient portal, patient self-scheduling solution, and live operator service to better help patients to schedule appointments, reschedule appointments, and make payments.

In 2013, the company purchased the Epocrates mobile brand, and continued to occupy Epocrates’s offices in Princeton, New Jersey and San Francisco, California. As an athenahealth service, Epocrates aggregates treatment information, including dosing and contraindications, to provide clinical decision support in the prescribing moments of care.

Epocrates drug monographs have also been embedded into the athenaClinicals EHR system to enhance productivity and reduce time not spent on patients.

PRICING-

The company adopts competitive & innovatinve pricing strategy in which it priced its products & services based on its competotors.this is good approach to make the profit as well create a good brand in the public.

DISTRIBUTION-

The company uses online method to distribute its services to health care organizations.the healthcare settings can order the products & services of athenahealth via thier website.

PROMOTION-

The company can choose online medium to promote the brand like FB, youtube, instagram etc. as social media is one of the best medium to promote the brand & its products & services. company can also provide discounts on its products to doctors, nurses, physicians which can increase the sale of the company.

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