Healthcare Marketing

Running head: HEALTHCARE MARKETING
HEALTHCARE MARKETING
Name of the Student
Name of the University
Author Note

HEALTHCARE MARKETING1
Executive Summary
In this report, the main focus will be to structure a marketing plan of a healthcare service
provider from the United States of America. The name of the organization is Aetna, which is
provides diversified healthcare benefits, which includes a wide variety of traditional and
consumer-directed products related to healthcare insurance and related services like
pharmacy, medical, behavioral health, dental, disability plans and group life. The plan will
include mmanagement summary, economic or financial projections, the qualitative and
quantitative market, market trend analysis, competition available in the marketplace,
problems and opportunities, objectives and goals and the action programs required for the
organization.

HEALTHCARE MARKETING2
Table of Contents
Introduction................................................................................................................................3
Management Summary..............................................................................................................3
Figure 1: Economic Projection of Aetna....................................................................................4
Source: Created by the Author...................................................................................................4
The Market – Qualitative...........................................................................................................4
Conclusion..................................................................................................................................8
References..................................................................................................................................9
Appendix..................................................................................................................................11
Figure 1: Economic Projection of Aetna..................................................................................11

HEALTHCARE MARKETING3
Introduction
In this report, the main focus will be to structure a marketing plan of a healthcare
service provider from the United States of America. The name of the organization is Aetna,
which is provides diversified healthcare benefits, which includes a wide variety of traditional
and consumer-directed products related to healthcare insurance and related services like
pharmacy, medical, behavioral health, dental, disability plans and group life. The plan will
include mmanagement summary, economic or financial projections, the qualitative and
quantitative market, market trend analysis, competition available in the marketplace,
problems and opportunities, objectives and goals and the action programs required for the
organization. Aetna was founded in the year of 1853, in Hartford, CT. The organization is
involved in supplying innovative benefits, services and products to different employers,
individuals, producers, health care professionals and other people present in the society. The
main focus of the company is to provide a wide range of healthcare services by a diverse
workforce within the organization, where 75% of the employees are women, and 64% of
them are sitting in the management positions. Aetna focuses on the quality and now they ae
planning to introduce and implement some new services in the market place. The marketing
plan is discussed with proper divisions, which would help the organization to focus on each
of the divisions (World Health Organization, 2013).
Management Summary
The management of the healthcare organization consists of Karen S. Lynch, who is
the President of Aetna Business Unit, and is responsible and focused for providing high-value
healthcare to near about 45 million people to whom Aetna Business Unit supplies their
medical assistance. Shew was one of the Most Powerful Women in Business in context of
leadership and contributions in order to improve the health care system. Richard di Benedetto