Patients traditionally have received all their medical information from their physicians. However, “Dr. Google” and “Nurse Bing” have increasingly become trusted sources of health information. As a result, everyone from pharmaceutical companies to prosthesis suppliers has added direct-to-consumer advertising to their promotional mix. This is very controversial because it tends to disrupt the traditional doctor-patient relationship.
This project provides you with the opportunity to thoroughly research a current direct-to-consumer advertising technique (online ads or social media, for example) and how it is used to promote a healthcare product or service. This project will help you understand how to communicate directly with healthcare consumers and improve your marketing knowledge.
Your final project is due in Module 09. There will be individual assignments along the way. The module they are due is noted in the time line below.
Module |
Assignment |
02 |
Introduction |
04 |
Thesis and Outline |
05 |
Annotated Bibliography |
06 |
Start Work on Rough Draft |
07 |
Rough Draft Due |
09 |
Final Paper Due |
For this project, you will write an original research paper with a body of 5-6 pages. The paper should focus on a direct-to-consumer technique, thoroughly explaining what it is, why it’s important, and how it fundamentally impacts healthcare marketing.
Your paper final should consist of the following pages:
Title Page – captivating title, your name, title of the course, date
Body – 5-6 pages consisting of introduction, background on your topic, research support using in-text citation, personal evaluation, and strong conclusion.
Reference Page – in APA format.
Research and Writing Requirements include the following:
Each assignment leading up to the final assignment is evaluated and graded independently. Your instructor will provide specific grading criteria for each step of the project prior to its due date.
If you have further questions throughout this project, please ask your Instructor. Post ideas and questions for your classmates in the General Course Questions forum in the Getting Started folder of this course.
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