Highlights
Task:
Assessed Learning Outcomes
LO1: Critically analyse potential markets and identify markets with high potential for a specific product/service.
LO2: Evaluate and determine the strategy for meeting or managing demand in the target market and develop the (de)marketing plan.
LO3: Manage information from a range of sources in the formulation of a viable marketing or demand management strategy document.
LO4: Synthesise a value proposition for an organisation identifying how it will gain a competitive advantage or manage demand and expectations in a market/range of markets
ASSIGNMENT QUESTION SCENARIO / BACKGROUND:
Globally, health and social care providers are facing increased demand and associated costs that challenge the financial stability of services (WHO, 2019). For example, NHS costs have seen a rising trend as depicted in Figure 1. Figure 1: UK Public spending on health In addition, the flat or negative trend in workforce vacancy rates, (with data for nursing depicted in Figure2), is putting additional pressure on service delivery. The overall vacancy rate in the NHS is currently estimated at one in 12 posts (NHS Digital, 2019). Figure 2: Change in UK nursing workforce by work area Various commentators (McMillian, 2006; Denton and Spencer, 2010; Whiting et al, 2011; West et al., 2014) have stated that, to respond to the challenges of meeting healthcare demands presented by increases in population, increased complexity of medical devices and more demanding financial constraints, care delivery will need to change in parallel with systems, processes and organisational culture. Cerner Corporation is preparing to launch products that are based on telecare, telemedicine and assistive technologies to support patient care. Cerner Corporation believes that their solutions would substantially improve care outcomes for patients whilst substantially reducing the cost of provision for care provider organisations and bodies.
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