How Jim Should Handle His Interview
According to the case study, Jim’s marketing plan failed to produce the best goals. Marshall Nursing Center’s census did not turn around within the targeted six months. The healthcare administrator embraced inappropriate marketing practices. The declining census threatened Jim’s future career. That being the case, it would be appropriate to handle his job interview in a professional manner. Jim should inform the new employer about his administrative and marketing skills. He should also undertake new studies to produce better results (Singh, 2009). Jim should also explain how the failure equipped him with vital lessons that can support his future goals.
Jim’s Statement
Jim believes that marketing is just a theory that can work or fail (Singh, 2009). According to Singh (2009), marketing is “a process that depends entirely on the efforts and strategies employed by an individual” (p. 403). The strategies embraced by different marketers determine the success of their organizations. This argument explains why Jim’s statement is refutable. It is agreeable that marketing is a theoretical practice. However, the practice can produce positive goals whenever executed properly. On the other hand, the marketing process will fail if an organization embraces inappropriate practices. For instance, poor communication practices can be disastrous. The avenues used by a healthcare facility can also affect the marketing process. Poor coordination can also make it impossible for a marketing team to achieve its goals.
Evaluating Jim’s Marketing Plan
Jim’s marketing plan was inadequate. Jim ignored the fact that “healthcare is a changing field” (Singh, 2009, p. 408). He also failed to incorporate new messages to attract more customers. He ignored the power of modern technologies and concepts. Jim did not monitor the implementation process. The malpractice affected the success of the marketing strategy. Jim’s marketing plan was also non-inclusive. He collaborated with a few individuals in the facility. These weaknesses made it impossible for Jim to get the best results.
Possible Improvements
New improvements can be used to improve Jim’s marketing plan. The first approach is using appropriate channels such as the internet. The hospital’s website could have informed more clients about the facility’s services. Jim should have used appropriate messages in the flyers. The flyers should have been distributed to many people. Jim should have hired competent marketers to attract more patients (Singh, 2009). Jim should have supported the implementation process. A proper promotional message should have been used to attract more clients.
Jim’s Promotional Message
The promotional message used by Jim was also ineffective. Jim failed to inform the targeted customers about the facility’s mission and vision. The message did not outline the efforts used by the institution to improve the quality of care (Singh, 2009). Jim’s message did not indicate the major health problems addressed by the hospital.
Developing the Best Marketing Plan
Healthcare Administrators (HAs) should possess the best marketing skills. As the administrator in the case study, I would have embraced various strategies to get the best results. Administrators should collaborate with different stakeholders to get the best results. It is also appropriate to use powerful messages. The facility’s website could have been used to inform more people about its services (Singh, 2009). The promotional message should have indicated the facility’s mission and vision. HAs should always be involved in every implementation process. Such strategies will make every marketing plan successful.
Reference
Singh, D. (2009). Effective Management of Long-Term Care Facilities. Sudbury, MA: Jones & Barlett.