Healthcare Marketing And Strategy Essay

Healthcare Marketing And Strategy Essay

Before beginning work on this assignment, please review the expanded grading rubric for specific instructions relating to content and formatting.


A new primary care physician moved into the area and approached your hospital to partner with her as she begins a new practice in the community. Because the administration is always anxious to welcome new practitioners to the hospital, you agree to meet with the physician. During the meeting, the physician explains that she wants to establish the first concierge medical practice in the community. The physician plans to attract around 100 families to her practice, and she plans to charge from $300 to $1,000 per month, depending on the size of the family unit.Healthcare Marketing And Strategy Essay  (Note: A goal of 100 families may not be realistic; however, the number makes for easier calculations). The patients who join the concierge practice will receive access to the physician’s services 24 hours a day, 7 days a week, at an office located near the hospital. Families will receive preventive care services, and the physician will design wellness programs to encourage healthy lifestyles for her patients. The physician will use the hospital for all emergent care, day surgeries, rehabilitation, and in-patient care. The physician also plans to use nutritionists and the hospital’s fitness center facilities.In this case study.

Discuss some of the goods or services that could be highlighted in a marketing campaign that involves a concierge practice of medicine.
What advantages do you think a concierge practice of medicine might contribute to the hospital’s offerings of products to the community?
Discuss some of the issues and challenges that may arise from the hospital sponsoring a concierge practice of medicine.
Goldman, D. P., Vaiana, M., & Romley, J. A. (2010). The emerging importance of patient amenities in hospital care. The New England Journal of Medicine, 363(23). Doi: 10.1056/NEJMp1009501. (ProQuest ID: 816191638).Healthcare Marketing And Strategy Essay

Majette, G. R. (2009). From concierge medicine to patient-centered medical homes: International lessons & the search for a better way to deliver primary health care in the U.S. American Journal of Law and Medicine 35(4), 585–619.

Paton, N. E. (2010). A new marketing playbook. Marketing Health Services, 30(2), 8–9.

To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.

Submission Details:
Your assignment should be addressed in a 2- to 3-page document.
Submit your documents to the Submissions Area by the due date assigned.Healthcare Marketing And Strategy Essay

Marketing and Health care Systems The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which…show more content…
The Department of Public Relations and Marketing Both internal and external communications for Jackson Health System is provided by the Department of Public Relations and Marketing (Jackson Health System, 2012). This department is responsible for media relations, publications, marketing, and special events (Jackson Health System, 2012). Media relations work with local, national and international media, both broadcast and print, to showcase JHS physicians, staff, and services. Much of what is done is patient care centered, with the exception of marketing, and special events (Jackson Health System, 2012). Marketing is responsible for advertising campaigns, which markets JHS as an integrated health network (Jackson Health System, 2012). Marketing and Mission The concept of health services marketing is centered on “the analysis, planning, implementation, and control of carefully formulated programs designed to promote voluntary exchanges of values with target markets with the purpose of achieving organizational objectives (Longest et al. 2000, p 358). The marketing department of any health care organization requires knowledge of the current and future needs and desires of the target market, which will allow strategic planners to determine services and products that can be offered. An assessment of the target markets Healthcare Marketing And Strategy Essay

What is your general opinion on current health care marketing techniques and trends?
Marketing in long-term care settings is a growing trend according to recent studies. Uncompetitive markets were not a need for nursing homes to develop marketing strategies, bed availability, and restrictions in reimbursement before the last decade. Marketing chiefs were hired for the first time around 1994 because of an increase in nursing homes staff assigned to activities for marketing. At the same time, attendance at marketing seminars broadened, and staff doubled in many nursing home chains. Success for nursing homes has little evidence in terms of implementation marketing strategies or the success of a broadened marketing staff.Healthcare Marketing And Strategy Essay


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.Healthcare Marketing And Strategy Essay
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). Healthcare Marketing And Strategy Essay

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