In this unit, we will be discussing real-life healthcare organizations, the 5 P’s of healthcare marketing, and evaluation strategies that may be used to determine marketing potential. • Select and provide a general overview of three (3) healthcare organizations that interest you. • Discuss the 5 P’s of healthcare marketing to each healthcare organization. • Elaborate how the 5 P’s of healthcare marketing may impact the marketing potential of a healthcare organization. • Discuss an assessment or evaluation strategy which may be used to help determine the marketing potential of an organization. Healthcare organizations are designed to meet the healthcare needs of individuals and promote a healthy community. The three healthcare organizations that interest me are: The Heart Hospital Baylor of Plano, Texas Health Center for Diagnostics & Surgery Plan, and Parkland Health and Hospital System. Due to evolving healthcare industry, focusing on just patients and physicians is no longer a marketing strategy. According to Mycek (2015), “Marketing teams need to expand their consideration set and focus on the new 5 P’s of Healthcare Marketing” (p. 1). The new 5 P’s of marketing now impact the marketing potential of healthcare organizations by offering changes in sales rep – physician access, purchasing, formulary decision making, and growing patient empowerment. The new 5 P’s of marketing are: Physicians, Patients, Payers, Public, and The Presence of Politics. The Heart Hospital Baylor Plano is an Acute Care Hospital located in Plano, TX. The Heart Hospital Baylor Plano opened in January 2007. The facility provides outpatient services, inpatient services, and emergency services to patients. The facility is the sixth largest cardiac surg... ... middle of paper ... ...hy they feel they are a better facility than others. The Presence of Politics is another marketing tool that is used by the facilities I chose as well as others. Besides Government laws and Regulations, Hospital owners implement policies and procedures within their facilities to maintain effectiveness. The hospitals I chose are very big on Patient Privacy and Safety, so they have information posted on their website for patients to read. They assure patients their facility follows a strict privacy policy in accordance with state laws and regulations. This is an important marketing tool for facilities because patients want to know their medical records would be confidential and they can trust the staff members with their health conditions. When patients know they can trust a facility, they are able to visit that facility and tell others how great that facility is.
Healthcare industry of U.S. is a complex industry made up of a diverse workforce. Healthcare organizations are constantly in need of new strategies to survive in a competitive environment. For a successful organization, it is important that decisions are made in the best interest of all the stakeholders. According to Celluci & Wiggins (2010), a stakeholder is an individual, group, or entity that has an interest in organization’s success. Stakeholders include all employees, patients, community and healthcare providers.
Kotler, P., & Keller, K. L. (2009). A framework for marketing management: Integrated with PharmaSim. Upper Saddle River, NJ: Pearson Prentice Hall.
This force states that the consumer base as a whole can bargain for what is considered to be a reasonable cost, and quality or quantity of services offered. (Lester & Parnell, 2006). When working in the health industry, patient or responsible party satisfaction become the essential part of performance. This is highly important because an organization must comply with their product or services that are affordable and competitive with others in their areas. They will lose business if they are overpriced or have a substandard operation. Porter’s five forces offer a framework and evaluation in the industry’s structure and it’s influence on the organizations (Lester & Parnell,
The health care organization with which I am familiar and involved is Kaiser Permanente where I work as an Emergency Room Registered Nurse and later promoted to management. Kaiser Permanente was founded in 1945, is the nation’s largest not-for-profit health plan, serving 9.1 million members, with headquarters in Oakland, California. At Kaiser Permanente, physicians are responsible for medical decisions, continuously developing and refining medical practices to ensure that care is delivered in the most effective manner possible. Kaiser Permanente combines a nonprofit insurance plan with its own hospitals and clinics, is the kind of holistic health system that President Obama’s health care law encourages. It still operates in a half-dozen states from Maryland to Hawaii and is looking to expand...
Most recently, Tenet Healthcare Corp formed a partnership with Baylor Scott &White to jointly own five hospitals in the Dallas/ Fort Worth market. BSW will be majority owner and the hospitals with operate utilizing the Baylor Scott and White brand. 5 Until recent, there was not another system as competitive in market share, but the landscape is changing and another regional healthcare network has formed. On October 2, 2015 UT Southwestern Medical Center and Texas Health Resources (Texas Health) systems have merged to form what will now be called Southwestern Health Resources.
Honor Health is a hospital and physician provider system located in phoenix Arizona. Honor health is relatively new hospital chain, more specifically it is the result of a merger of Scottsdale hospital and the John C. Lincoln Health Network (Alltucker, 2013). Honor Health’s mission statement is relatively short, comprising only a single sentence. Their mission and vision statements are, “To improve the health and well-being of those we serve” and, “To be the partner of choice as we transform healthcare for our communities” (Honor Health, 2015). While their vision and mission statements impart a direction and goal for their organization, the vagueness of both statements may cause problems in guiding targeted strategic initiatives. This essay
Formed in 1998, the Managed Care Executive Group (MCEG) is a national organization of U.S. senior health executives who provide an open exchange of shared resources by discussing issues which are currently faced by health care organizations. In the fall of 2011, 61 organizations, which represented 90 responders, ranked the top ten strategic issues for 2012. Although the issues were ranked according to their priority, this report discusses the top three issues which I believe to be the most significant due to the need for competitive and inter-related products, quality care and cost containment.
The long-term trend affecting the organization the most is the Affordable Care Act (ACA), known as Obamacare is anticipated to be a great challenge in the healthcare industry. Increasing state and federal budget taxes poses another threat on MUSC (Harrison, 2010). Increasing pressure to reduce healthcare costs is a threat to the company. Increasing demands of physicians and administrative staff for expensive medical technology is not a cost effective solution for the hospital and poses a threat to its accountability. Adverse demographic changes pose a threat to the organization. Size and organizational complexity can conspire to create seemingly insuperable barriers when it comes to improve patient care.
Dunn, R. T. (2010). Dunn and Haimann's Healthcare Management. Chicago: Foundation of the American College of Healthcare Executives.
With 17 existing hospitals and ____ physician practices, the Greater New Orleans Region of Louisiana is not a practical choice for Kaiser Permanente expansion. The four parishes: Plaquemines, Jefferson, St. Bernard, and Orleans would not make for a successful business venture. This report examines how the Kaiser Permanente Brand and Strategy Division assessed the region and determined the region could not realize and expand the mission and vision for Kaiser Permanente…..
WellStar Health Systems is currently the preeminent and largest health care provider in Metro Atlanta. WellStar Health Systems is a not-for-profit institution that is composed of 5 hospitals and an abundance of physician groups. Physician specialty groups included within WellStar are: ENT, Psychiatry, Endocrinology, Pulmonary Medicine, Infectious Disease, General Surgery, Rehabilitation, Pathology, and Rheumatology. WellStar’s organizational design is composed of internal and external factors that define the organization’s size, organizational structure, and processes. Internal and external factors are the basis for influencing managerial conclusions in decision-making. These factors vary from organization to organization and are the rationale for understanding WellStar’s strengths, weaknesses, opportunities, and threats. Understanding these variables is a necessity for the sake of WellStar’s survival
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.
According to this, it is obvious that the objective of marketing is to satisfy demand of customers by those ‘individual and organizational activities’ like promotion or pricing of goods, which are all just means to achieve that. Additionally, organizations could stand out from their competitors once they meet the needs of customers better than others. Thus, it can be said that the successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities.
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (AMA, 2007)
Mary Wilson was both nervous and excited as she opened her first staff meeting in the marketing department of St. Margaret’s General Hospital (Clow & Baack, 2010, p. 49). Mary is the new Director of Marketing and Communications for St. Margaret’s Hospital and has been tasked with increasing St. Margaret’s Hospitals increased visibility and image in the eyes of the public (Clow & Baack, 2010). Her long term goal is to attract the best possible physicians while increasing use of the hospital’s facilities and attracting more patients (Clow & Baack, 2010, p.49). There are four questions that Mary most look at and address as the new Director of Marketing and Communication for St. Margaret’s. First, what are the image issues for St. Margaret’s Hospital? Second, what are the brand-name issues; and if so should the brand name