Create at least four to six slides providing overarching guidance

1. Read the following chapters in the textbook:
2. Chapter 1: The Healthcare Industry and Healthcare Marketing
3. Chapter 2: The Growth of Marketing Efforts in Healthcare
4. Chapter 3: Strategy and Healthcare Marketing
5. Chapter 4: Ethics and Healthcare Marketing
6. Chapter 8: The Public
7. At the ProCon.org website athttp://prescriptiondrugs.procon.org/:
8. Review the article “Prescription Drug Ads: Pros and Cons – Should Prescription Drugs be Advertised Directly to Consumers?”
9. Watch the four short videos in the Gallery at the site.
10. Read these articles on DTC marketing:
11. “Direct-to-Consumer Pharmaceutical Advertising – Therapeutic or Toxic?” athttp://www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/
12. “Direct-to-consumer advertising under fire” athttp://www.who.int/bulletin/volumes/87/8/09-040809/en/
13. Based on this workshop’s textbook readings, videos, and website readings, answer these questions in a three page paper:
14. What ethical principles apply to DTC pharmaceutical marketing?
15. Does DTC marketing empower consumers or enrich manufacturers?
16. Assume you are in a position to recommend to the FDA whether DTC marketing should be allowed, modified, or discontinued. What will you say?
17. Your three page paper should contain at least 1000 to 1200 words.
18. Use APA formatting, including 12-point font.
19. Correct use of citations and references is required.

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paper 2

1. Create at least four to six slides providing overarching guidance for establishing a healthcare marketing and communication plan, addressing:
   1. Relevant concepts of marketing
      1. Market Definition
      2. Products, Services, and Experiences
      3. Needs, Wants, and Demands
      4. Value and Satisfaction
      5. Transactions and Relationships
      6. Stakeholders
      7. Advertising and Promotion
   2. Ethical considerations: individual, organizational, and professional
   3. Applicable biblical perspectives
2. Your course presentation should be professional and follow APA formatting. Correct use of citations and references is required.

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