Henry Ford Hospital Case Study

Henry Ford Health System is one of the nation’s leading health care providers, and is a not for profit corporation. Henry Ford Health Systems has over 23,000 employees, and is the fifth largest employer in the Metro-Detroit area, and is also one of the most diverse health systems (Henry, 2016). The official website (2016) states that Henry Ford is comprised of hospitals, medical centers, and the Henry Ford Medical Group, which includes more than 1,200 practicing physicians in over forty specialties. Henry Ford Health System (2016) proudly acts as one of Michigan’s anchor institutions. Henry Ford Hospital in Detroit, is a level one trauma center that is recognized for clinical excellence in cardiology, neurology, orthopedics, transplants, and

Henry Ford Hospital (2016) is also affiliated with Wayne State University Medical School. The hospital is recognized for clinical excellence and innovation in several fields including: cardiology and cardiovascular surgery, neurology and neurosurgery, orthopedics and sports medicine, organ transplants, and treatment for prostate, breast and lung cancers (Henry, 2016). Marketing is a key aspect of any organization. Marketing is defined as the activities and processes for creating, communicating, delivering, and exchanging offerings for clients, customers, partners, and society as a whole (Rooney, 2009). Specifically, Henry Ford Hospital is a nonprofit organization. Non-profit marketing is defined as a management process of exchanges undertaken by NPOs, and aimed at generating a social benefit to a more or less wider group of society (Garcia & Gonzalez, 2013). Current challenges in marketing that the hospital has will be discussed, as well as how segmentation and target marketing are applied at Henry Ford Hospital. Lastly, how the organization’s services are positioned to meet the demands of the target market will be

Henry Ford Hospital segments the markets it serves by different population demographics, including gender, race, age, and location. According to the article, “Using Targeted Marketing Strategies to Optimize Health Care Plans”, employing marketing techniques that segment the member audience geographically, then determining their proximity to care and support services are important (Pitney, 2010). The article (2010) also states that demographic segmentation can uncover new approaches to reaching patients in traditional and nontraditional ways. Based on the organizations’ target demographics, organizations can uncover demographic insights to align communications with segment attributes and drive significant improvements (Pitney, 2010). Engaging the target demographics is important, and members who are more involved in their healthcare program tend to make better decisions about their consumption of benefits (Pitney, 2010). The article (2010) states that this in turn can help them become healthier and more productive. Henry Ford Hospital segments the market primarily by