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This discussion will allow you to generate content for your Final Project regarding your chosen healthcare organization’s customers and demographics. As mentioned in Chapter 7 of the course text, “marketing involves both the creation and distribution of goods and services” (Stevens, R., & Silver, L. S., 2015, section 7.1: “What is Marketing,” para. 4). Marketing departments should be concerned with customer needs and meeting those needs in the market place. The marketing concept for HCOs, therefore, is patient-centered. However, marketing concerns within a HCO should not be focused on patients in general, but on patients who are part of a pre-selected market segment (i.e., specific customers with specific needs). To prepare for this discussion, read Chapter 7 of the course text and the Rao (2012) article, “Generating Growth Through Patient-Centered Commercial Strategies.” Then read the scenario below and address the points that follow.
Scenario:
The Happy Valley long-term care director notes that past marketing directors and marketing teams made assumptions concerning patient expectations and offered a limited degree of amenities. However, current research indicates that the baby boomer generation will expect a far greater degree of amenities such as TVs in rooms and private bathrooms. In the future, HCOs and marketing teams will focus on analytical tools to gain a more accurate degree of knowledge concerning patients’ actual expectations and needs. The marketing director for Happy Valley long-term care facility decided to perform a qualitative analysis. The marketing team interviewed patients and their families as a means to determine patient needs and expectations. The outcomes of the analysis provided the marketing team with data that could be applied to the development of marketing objectives and strategies to support the strategic plan.
Patient-centered marketing focuses on knowing what specific patients need and expect. Needs and expectations can vary, based on the type of care (e.g., long-term care, hospice, palliative care, renal care, and physical therapy).
In your initial post:
Discuss why patient-centered marketing is an important aspect of your chosen HCO’s marketing plan.
Explain how patient-centered marketing would help support the goals of your chosen HCO’s marketing plan.
Support your claims with citations and references from the course text and at least one scholarly source.
Articles
Rao, S. K. (2012). Generating growth through patient-centered commercial strategies (Links to an external site.). Journal of Medical Marketing, 12(4), 229-239. doi:10.1177/1745790412450170
The full-text version of this article can be accessed through the ProQuest database in the UAGC Library. In this article, Rao describes the need to understand patients’ needs prior to identifying market strategy development and selection. The author also provides real-world examples that focus on patients’ expectations prior to developing a marketing plan.
Simoneaux, S. L., & Stroud, C. L. (2011). SWOT analysis: The annual check-up for a business (Links to an external site.). Journal of Pension Benefits, 18(3), 75-78.
The full-text version of this article can be accessed through the ProQuest database in the UAGC Library. The authors of this article describe the effectiveness of implementing a SWOT analysis as a means to manage change, determine effective strategies, and ascertain possible threats to the business.
Multimedia
Forbes. (2014, December 15). The top health industry trends to watch in 2015 (Links to an external site.) [Video file]. Retrieved from https://www.youtube.com/watch?v=fRym_jyuBc0
This YouTube video provides insights into consumer-driven marketing and the need for marketing teams to be aware of the needs and wants of their customers.
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Recommended Resources
Articles
Simons, T. (2009). The future of healthcare marketing: Who’s in charge? (Links to an external site.) Marketing Health Services, 29(1), 32. Retrieved from https://www.ama.org/publications/MarketingHealthServices/Pages/About.aspx
The full-text version of this article can be accessed through the EBSCOhost database in the UAGC Library. In this article, Simons suggests that future healthcare consumers will take an active role in their own healthcare processes such as clinical care decisions and product acquisition.
Valentin, E. K. (2001). SWOT analysis from a resource-based view (Links to an external site.). Journal of Marketing Theory and Practice, 9(2), 54-69. Retrieved from http://www.jmtp-online.org/
The full-text version of this article can be accessed through the ProQuest database in the UAGC Library. In this article, Valentin presents possible limitations to the use of SWOT analysis; in particular, the use of outdated SWOT analysis questions that yield misleading data and the need for diverse organization-specific questions that are in line with contemporary strategic management theory.
Multimedia
Forbes. (2014, December 15). Big data inspiration (Links to an external site.) [Video file]. Retrieved from https://www.youtube.com/watch?v=1HxSJVTdyns
This YouTube video details patients’ interests regarding involvement in their own care as well as working with their healthcare provider in terms of data driven outcomes and the decision-making process.
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Discipline: MHA 626 Strategic Planning & Marketing in Health Care