In an industry that is continuously evolving, organizations must plan for the future, making marketing planning essential to their success. Effective marketing plans align with value-based delivery systems and implement strategies for branding and promotion. By engaging consumers and building their reputations, healthcare organizations can gain a sustainable competitive edge. For this discussion, you examine the marketing plan for a healthcare organization and recommend marketing strategies. To prepare: Locate the marketing plan for your healthcare organization. Note: If you do not currently work for a healthcare organization, select a healthcare organization that is of interest to you. Consider the image branding and techniques that are used for marketing this healthcare organization. With these image branding and promotional techniques in mind, examine the alignment between the healthcare marketing plan and the transition to value-based healthcare delivery systems. Reflect on strategies to enhance your organizational image branding and promotional techniques.