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Health Care Marketing Plan PresentationHCS/539 Marketing for Healthcare
Instructor: Debra Schrager January 21, 2012
Learning Team BDebbie Fernando-Team Leader
Diana Gutierrez Gina Kelly-Vásquez
Joann SanchezStacey Cradeur
Introduction
Organization Background Industry Background SWOT Analysis Market Research Marketing Objectives Marketing Strategies Consumer Analysis Target Market
Competitive Analysis The Four P’s Regulations Monitoring the Plan Conclusion References
Background Information
Ready Urgent Care 24/7
Geographic Location
Organizational Mission
Industry Background Difficulty with same day access for sick
care Limited access to after hours care
Only choice was emergency roomNot necessarily an emergency
Long emergency room waits Long waits for appointment with primary Started in the 1970’s
Situational Analysis (SWOT) Competitors
Changes
Why change
Benefits of change
SWOT (CONT)
Market Research
Market Research
Marketing Objectives
Community outreach campaigns - promote
awareness of facility
Establish strategic branding plan
Growth planning schemes - diversification
of services
Strategies to meet patients’ needs
Marketing Objectives (cont.)
Word of Mouth Provide outstanding service Convenient Professional High quality patient care
Estimated time Facility of choice within 6 months of opening Proven through statistical data analysis Continuous monitoring
Marketing Strategies Grand Opening
Tours Door prizes Give-a-ways
• Tee shirts• Coffee mugs• Key chains
Focus - newly insured patients
Follow-ups - pertinent information reaches other providers
Patient satisfaction priority
Staff differentiation = quality assurance
Consumer Analysis Demographic factors - identify the targeted
audience Agemarital status incomechildren
Gather Information - leads to satisfaction Pilot program
Target Market Primary Market
General public• Advertising - TV commercials• Billboards• Newspapers• Radio
High and middle class• Brochures in proper locations• Direct mail
Target Market (cont.)
Secondary Market Staff
• Physicians• Nurses• Ancillary Staff
Hospitals Business
• Drug screens• Pre-employment physicals
Target Market (cont.)
Market SegmentationSocio demographic• Age• Gender• Ethnicity
GeographicPsychographic
Competitive Analysis
Competition New clinics openingOlder clinics improvement
Consistently demonstrate quality improvementcustomer service.
Integrated care delivery and management models
The Four P’s Product
Service Programs
Price Aspects during pricing development
Promotion Distribution channels Slogan message Public relations
Place Four locations
Regulations
• Patient Protection and Affordable Care Act (PPACA)
• “Accountable Care Organizations”• Medicare Guidelines
Monitoring the Plan Is it successful?
Are new patients arriving? Is the facility financially stable?
Monthly meetings Surveys Number of new patients = staff to provide care Patients aware of greatness of center
Specific goals met at set time Achieve goals on time Set new set of goals and time
Conclusion
References• Ayers, A. (2011). Riches in the niches: Target demographics for urgent
care, Concentra Urgent Care Association Of America. Retrieved from, www.alanayersurgentcare.com.
• Berkowitz, E.N. (2006). Essentials of healthcare marketing (2nd ed.). Boston, MA: Jones and Bartlett.
• Immediate care: urgent care centers see continued growth.(2008) Retrieved from, http://health.idahostatesman.com/2007/story.php?id=85.
• Leibenluft, R (2011). ACOs and the enforcement of fraud, abuse, and antitrust laws. New England Journal Of Medicine, 364(2), 99-101 doi: 10.1056/NEJMp1011464.
• McCarthy, K. (2012). Five strategies for building a top-performing hospital. Healthcare Financial Management: Journal Of The Healthcare Financial Management Association, 66(11), 56-65.
References (cont.)• Weiss, R. (2012). Our time is now. Marketing Health Services, 32(3), 30-
31.