Primary Care: Strategic Marketing and Action Plan Essay

Primary Care: Strategic Marketing and Action Plan Essay

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Today’s competitive and transformational healthcare marketplace makes it crucial to have a strategic marketing plan that gets everyone collaboratively engaged and committed in every step in the process. Despite the challenges adherent to this transformation, there are great opportunities for innovation and creativity. Therefore, adopting the most up-to-date marketing strategy is essential to delineate the entire process of planning, implementing, measuring, and reacting to the dynamic nature of today’s markets. This paper uses the current healthcare trends and marketing profile of Washington D. C. to design a strategic marketing plan for a primary care medical group relocating to the area. The plan covers the local healthcare characteristics and trends, defines the mission and main goals of the group, proposes a service strategy from different perspectives, and highlights the key points necessary for the group’s success.
Demographic scan of Washington D.C.
According to the U.S. Department of Commerce (2013), in 2013, the total number of the population in Washington D. C. is 646,449 with an average growth of 7.4 percent from 2010; the growth rate is significantly higher than the national rate of 2.4 percent. In 2012, the population under 18 years old composes 17.3 percent and the population above 65 composes 11.4 percent; both are lower than their national equivalents of 23.5 and 13.7 percent respectively (U.S. Department of Commerce, 2013). Accordingly, most of the population is between 18 and 65 years old; which is slightly higher than the national average (U.S. Department of Commerce, 2013). In fact, populations aged between 18 to 65 years old comprises mainly baby boomers, generation-X, and N-generation. In 2012, African Ameri...


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...s, H. et al. (2012). Implementation of innovative attitudes and behavior in primary health care by means of strategic communication: A 7-year follow-up. Journal of Evaluation in General Practice, 18(3), 659-665.
Mulas, M. et al. (2011). A participatory approach to understanding and measuring patient satisfaction in primary care teaching setting. Progress in Community Health Partnerships, 5(4), 417-424.
Primary Care Sites (2013). Primary Care Sites in D.C. Retrieved on 12/28/2013 from
http://doh.dc.gov/service/health-care-facilities
U.S. Department of Commerce (2013). State & County Quick Facts: District of Columbia. Retrieved on 12/25/2013 from http://quickfacts.census.gov/qfd/states/11000.html
Yelp (2014). Primary Care Physicians Washington, DC. Retrieved on 01/20/2014 from http://www.yelp.com/search?find_desc=primary+care+physician&find_loc=Washington%2C+DC&ns=1

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