Health Care Marketing Plan for Primary Care
When promoting primary health care services, there are many factors that must be considered when developing an effective marketing plan. Primary care providers are the gatekeepers of health care in the United States; many patients have to visit them before being referred to specialist providers (Bodenheimer, 2003). They are also being tasked with ensuring patients are receiving preventative services and managing more complex chronic diseases (Akinci & Healey, 2004). Recruitment of primary care physicians is challenging because they are expected to do more and are not being reimbursed proportionally for the added workload (Bodenheimer, 2003). In this paper, a group of primary care physicians in Washington D.C. is looking to research their consumer population base in order to provide them better services and recruit new primary care physicians to their practice (Colorado State University-Global Campus, 2013). A successful primary care marketing plan will recruit quality health care providers while improving consumer accessibility to their services, customer satisfaction rates, and patients’ continuity of care with their health care provider.
Office Setting and Scheduling
In order for primary care practices to be successful they have to arrange their office setting and scheduling to satisfy their consumers’ needs. Bodenheimer (2003) advocates for improving primary care accessibility by arranging their offices into teams. He explains each team would have “one primary care physician, two non-physicians clinicians (nurse practitioners or physician assistants), three nursing staff, and a receptionist” (p.797). He states patients will be greeted by their team who knows their h...
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To guarantee that its members receive appropriate, high level quality care in a cost-effective manner, each managed care organization (MCO) tailors its networks according to the characteristics of the providers, consumers, and competitors in a specific market. Other considerations for creating the network are the managed care organization's own goals for quality, accessibility, cost savings, and member satisfaction. Strategic planning for networks is a continuing process. In addition to an initial evaluation of its markets and goals, the managed care organization must periodically reevaluate its target markets and objectives. After reviewing the markets, then the organization must modify its network strategies accordingly to remain competitive in the rapidly changing healthcare industry. Coventry Health Care, Inc and its affiliated companies recognize the importance of developing and managing an adequate network of qualified providers to serve the need of customers and enrolled members (Coventry Health Care Intranet, Creasy and Spath, http://cvtynet/ ). "A central goal of managed care is containing the costs of delivering care, but the wide variety of organizations typically lumped together under the umbrella of managed care pursue this goal using combination of numerous strategies that vary from market to market and from organization to organization" (Baker , 2000, p.2).
Physician practices are increasingly using medical assistants in place of nurses, for a variety of reasons and with significant impact on office efficiency. Medical assistants are trained in both clinical and administrative functions, allowing one staff member to do the work of two. These assistants can help manage patient flow by working the front desk, performing some billing functions, and also providing some clinical care. As you consider adding medical assistants to your practice or optimizing the work of the assistants you already have on staff, you might be wondering: What is the clinical scope of practice of
The Crowded Clinic Case Study (Colorado State University - Global, n.d.) discusses the issues of practice management as they apply to access to care. Access to care may be as inconvenient as lengthy patient wait times to issues far more serious that may have a profound effect on the health and well-being of a single patient or an entire cohort.
I consider my care staff to be my patient care coordinators, treatment coordinators, and assistants. Doctor’s and Hygienists also need to be meet with to understand their philosophy and what I can do as a Manager to make there day run as smooth as possible. As a leader the staff needs to understand my philosophy, their expectations of other and what I would expect of them short and long term. Further 1:1 meetings in the following 30 days would be set up to further address after observation is completed.
Starfield, B, Cassady, C, Nanda, J, Forrest, C, & Berk, R. (1998). Consumer experiences and provider perceptions of the quality of primary care: implications for managed care. The Journal of Family Practice, 46(3), 216-226.
It is no secret that the current healthcare reform is a contentious matter that promises to transform the way Americans view an already complex healthcare system. The newly insured population is expected to increase by an estimated 32 million while facing an expected shortage of up to 44,000 primary care physicians within the next 12 years (Doherty, 2010). Amidst these already overwhelming challenges, healthcare systems are becoming increasingly scrutinized to identify ways to improve cost containment and patient access (Curits & Netten, 2007). “Growing awareness of the importance of health promotion and disease prevention, the increased complexity of community-based care, and the need to use scarce human healthcare resources, especially family physicians, far more efficiently and effectively, have resulted in increased emphasis on primary healthcare renewal.” (Bailey, Jones & Way, 2006, p. 381).
practice, physicians share patient duties and the physical office space. This is the second most
In consequence, this will limit poor adults finding the proper treatment since many doctors do not accept Medicaid patients. High rates of uninsured populations were associated with lower primary care capacity (Ku et al., 2011). Thus, expanding insurance coverage can support more primary care practices in rural areas and can help equal the gap in primary care positions. The impact of not expanding affects APRN practice by limiting them to practice in areas where they are needed the most. This not only affects APRNs from practicing without a physician supervision but also limit those that need coverage for basic preventive measures to reduce non-paying visits to the emergency room. Ensuring access to care will be contingent upon the ability to attain progress from insurance coverage and primary
In an interview with a staff nurse (S.N), the main problem within patient communication included lack of patient’s (and family) involvement/willingness in planning cares. The staff nurse emphasized how “Patients often feel overwhelmed and do not want to participate. But, it is important for patients to be involved in their care for better outcomes” (S.N., personal communication, February 5, 2014). The staff nurse’s statement is supported by Evans (2013) whom remarked “better-informed patients avoid unnecessary care and frustration”.
The United States offers some of the most established and advanced health care in the world. Practitioners and administers are constantly trying to improve the quality of care received by patients in the US. Data has consistently shown that the presence of a registered nurse contributes directly to positive patient outcomes (Cho et al., 2016). The debate across the country, however, concerns the precise number of staff required to provide safe, high-quality care. The issue of safe staffing is one that is of great importance to all involved in the delivery of health care across the country.
To improve services at the ABC Physician Practice Group, we decided to analyze appointment scheduling to increase patient access to the providers. This was achieved by measuring the Third Next Available appointment system using the following steps:
One of the issues involving health care and the aging population is majority of health profession employees being a percentage of the aging population. With the knowledge of health profession employees being a factor in the aging population puts a strain on doctors and nurses that come into the workforce after ones have retired. The fewer employees there are, the greater the work load will become on one person. It is imperative for each nurse in a unit to have four patients maximum. Giving more responsibility to one employee does not make the situation less of a challenge, it more so puts people’s lives at a greater risk of danger. The new demands placed on the health care system for health services will not only include a need for more workers, but also require changes in the way services are provided.
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.
Healthcare professionals in the medical office should be friendly and open. Patients entering the medical office should be greeted immediately with a smile and having a gentle touch also let the patient know you care. “Healthcare professionals in a medical office are held to a higher standard than most professions because they are dealing with the dignity of patients and the ability to be healed” (Wolff). Educating the staff to be professional in the medical office represents the office as being excellent in patient care. Patient-centered care success is required by the whole office which is treatment and patient experience, from the time they enter the office until they leave.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.