Terrace Hospital Marketing Plan
Marketing Strategy -- Terrace Community Hospital
Summary- Terrace Hospital is a smaller, community hospital, located in a suburb of a major city. There are a number of large urban hospitals within 45-60 minutes of Terrace, but the focus for Terrace is as an expanded clinic that provides basic services for urgent care, seniors, obstetrics, general practice, counseling and education programs, radiology, complete blood work, and an osteo-care unit for citizens of the outlying communities that are 45-60 minutes from Terrace, and thus quite a distance from the urban hospitals. The hospital is reviewing its marketing plan in order to focus more on profitable and complete care, knowing that more complicated specializations are more available in the urban center.
Major Health Concerns -- Quality pediatric care, childhood obesity and Type-II diabetes, alcohol and cigarettes, substance abuse, STDs, geriatric care, obesity and cardio-renal issues.
Target Patients- The community of Terrace, as well as the surrounding smaller towns, are bedroom communities primarily focused on educational services, some minor manufacturing, and agricultural products. The area, we will call the Terrace Community, consists of Terrace and 6 smaller towns, as well as a rural population. The 2011 Census Survey found the following:
Terrace Community
Areas
Terrace, six smaller towns
All within 30-45 minutes of Terrace Hospital
Population
38,450 inclusive
Terrace plus region
Ethnicity
62% Caucasian, 22% Latin, 10% Asian, 4% Black, 2% Mixed
Mixed population, translation issues may need to be addressed
Income
Median - $34,746, Per capita $19,277
5.8% below poverty line
Age
24% under 21, 28% over 65
Requires focus on pediatric and geriatric care
Economy
Major employers are educational services, regional prison, ancillary services (Wal-Mart, etc.)
Family services required, strong push towards education and prevention
Pricing and Positioning- Under new insurance law, there are more individuals who now have preventative care; since there is no large Community Care facility in the area, the bulk of the healthcare needs are serviced through small 24-hour emergency clinics, doctor's offices, and Terrace Hospital. The goal for Terrace Hospital is to provide high-quality general care in a manner that encourages usage of needed facilities, while still generating a profit in order to keep the hospital viable.
Distribution -- Strong new focus on liaison with public health and educational services for: substance abuse, limiting cigarette smoking, exercise and nutritional services and activities, pregnancy and wellness classes and information, and geriatric activities and care.
Collateral/Promotions -- Focus on higher end collateral that acts as a soft sell by acting as a tutorial/educational piece with tips, instructions and advanced techniques. This combines with online forums, interactive web casts and web-based contests. For the younger population, use social media outlets as ways to encourage education and dialog about issues, as well as a proactive and confidential healthcare line and forum to ask questions anonymously.
Operations Strategy
Process Strategy -- Focused use of Pediatric, Primary, Geriatric and Educational Services
Timing -- Supports the regional community in high profile areas and has an impact on the larger amount of the population.
Distribution -- Key is to get the message out. Work with schools to have regular seminars that are grade appropriate (liaison with Social Services and Public Health): focus on nutrition, exercise, sexual health (older children), substance issues (including tobacco), and mental health.
Philosophy -- Tri-part focusing on process implementation and innovation; use of repetitive-based message (PREVENTION), and cooperation with the community.
Product Focused Strategy -- Besides working with schools at least 3 times per year for every grade, purchase a healthcare bus that allows for certain tests or seminars at malls, farmer's markets, events, etc. (Mammogram, Diabetes Testing, Well-Baby, Confidential STD and/or HIV).
Improving Service Productivity- Continual feedback loop from customers via Internet, Customer Service Surveys, webcasts…
Sources Consulted
Buckley, P. (2009). The Complete Guide to Hospital Marketing. Marblehead, MA: HCPro, Inc.
City University of New York. (2011). Marketing Planning, Strategic Planning and the Marketing Process. Retrieved from: http://academic.brooklyn.cuny.edu/economic/friedman/mmmarketingplanning.htm
Eckrich, D.; Schlessinger, W. (2011). An Application of the marketing concept in health-care services planning. Journal of Marketing Research. Retrieved online from: http://www.www.aabri.com/manuscripts/10571.pdf
HR Council. (2012). HR Planning. Retrieved from: http://hrcouncil.ca/hr-toolkit/planning-strategic.cfm
Study Document
For instance, a study by the Harvard Team determined that fully 11 per cent of the lowest income group (with a monthly household income below U.S.$1,282) suffered from poor health compared with just 3 per cent of the highest income group (i.e., households with an income above U.S.$5,128) (Ramesh). As this author points out, the current approach to the delivery of healthcare services in Hong Kong has some definite
Study Document
Health Care Organization Strategic Plan: The Case of Samaritan Medical Centre Strategic Planning and Organizational structure Organization Structure Strategic Planning and Organization Structure Present strategy of the Organization Environmental Analysis and Setting Strategic Goals for Samaritan Medical Center Internal Environment Analysis External Environment Analysis III Financial Analysis of Samaritan Medical Center Budget Strategy Assumptions The elements of a projected budget Implementation of Strategic Management Communication of the Plan to the Employees Evaluation and Control of Strategic Plan Strategic Planning and Organizational structure The process of
Study Document
These products and services, then, offer clients/patients with alternatives that ultimately require them to change their lifestyle, including their subsistence to medical or health care. To counter this detrimental effects of substitute products and services that "promise" wellness and health of the body, the hospital must develop a "credibility campaign" in which both doctors and patients must become advocates for the hospital and medical/health care in general. Doctors will be
Study Document
Healthcare in Marketing (Lasik) Lasik's Methods in Other Health Care Organizations Customer profiling is a vastly unexplored marketing method in the health industry. While it has been used to target very specific markets, such as potential consumers of elective surgery, other markets have been largely neglected (Barber 2001). The reasons for this are many, but mostly they include difficulties with medical data gathering, and legal issues regarding potential customer profiling. Despite the above-mentioned
Study Document
Health Care Organization- Memorial Regional Hospital Florida | Health care organization-memorial regional hospital Florida memorial Regional Hospital Florida was established in the year 1953 and since then for about more than five decades it has been associated with the community health care programs and committed to serve wide range of population in the region. Memorial regional Hospital has enjoyed the stature of being one of the largest hospitals in Florida. It has
Study Document
Healthcare Organization Banner Healthcare is an American non-profit healthcare system predominantly used in Phoenix, Arizona. The healthcare organization runs twenty-three hospitals plus various other specialized units. It has about 35,000 workers in its employment and so is one of the state's biggest employers. It offers emergency care, hospital care, rehab services, outpatient surgery, pharmacies, hospice, home care and long-term care. The organization has recently begun running primary care physician clinics such