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Assignment Details
Consumer behavior is changing drastically and quickly because of social media, digital technology, and easy access to information. Health care consumers are changing as well for the same reasons. For this assignment, assume that you are working as a team member of a nonprofit that links up patients with providers. Your team noted that their traditional way of connecting patients with providers (the 1-800 number and Web site form) was no longer working and that patient referrals were down despite the area still showing a high gap between patients and providers. Your organization determined that consumer behavior has changed and that a new approach was needed.
You have been tasked with detailing 3 different consumer behaviors that are newer in health care and 3 solutions or approaches for closing this gap.
Develop a 5-page strategic promotional plan that includes the following:
1. 3 new consumer behaviors in health care (e.g., the use of social media to find providers)
2. 3 solutions or approaches that this organization can use to connect with consumers again
3. An analysis of the changes in health care marketing based on these approaches and changes
4. Best practices for communicating your strategic promotional plan to staff
Provide a Reference page that includes 3–4 academic sources within the past 5 years.
Submitting your assignment in APA format means, at a minimum, you will need the following:
• Title page: Remember the running head. The title should be in all capitals.
• Length: 5 pages minimum
• Abstract: This is a summary of your paper, not an introduction. Begin writing in third person.
• Body: This begins on the page following the title page and abstract page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics, except as required for APA-level headings and references. The deliverable length of the body of your paper for this assignment is 5 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
• Reference page: References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hanging indent, italics, and uppercase and lowercase usage as appropriate for the type of resource used. Remember, the Reference page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.

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