...Health Care Marketing Analysis Shanita V. Brown HCS/539 May 27, 2013 Thomas Sloan Health Care Marketing Analysis “The health marketing mix is vital for a successful health promotion campaign (Pralea pg. 43).” In the health care system today, the marketing mix generally is based on the four P’s known as product, price, place and promotion. The product is concrete and solid products and services. The product is the actual physical item. Pricing is based on being able to price the products at a rate in which customers are willing to pay. This means being aware of supply and demand. Place which also means distribution. Placement is how the products are delivered to the customers. Promotion is the communication in which the hospital uses to bring a positive response from customers. The four P’s are vital in marketing of health care. The four P’s are what guarantees the hospital’s overall success. This can be proven by looking at the marketing mix of Piedmont Henry Hospital in McDonough, Georgia. Product As stated above, the product is the physical products and services in which the hospital provides. Products and services are important to hospital because should cater to the target customers. The product is considered the “platform” of the marketing plan, according to Pralea. Decisions about products and services in a health care facility may involve brand name, functionality, quality, safety, packaging, and repairs and support. Every hospital does not provide all services...
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...Services The American Marketing Association definition of marketing is “The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.” (Lamb, Hair, & McDaniel, 2011) However the definition of healthcare marketing can differ slightly, but still has the same components. "Healthcare marketing is educating ourselves as to the wants and needs of our potential customers and, based on the knowledge we gain, educating our customers and offering them valued services that fulfill their needs when and where they need those services.” (Buckley, 2009) Marketing a healthcare entity has distinctive challenges that are not found in most organizations. The product is variable, there is not a true price−value exchange and the customer is not always a willing buyer. The healthcare industry is advancing in technology and increasing in competition every day. Patients have more choices than ever before. Providers need to market themselves to stand out from the competition and notify patients how they can offer the best possible care and experience. Today’s healthcare focus is on providing the best care but also on patient experience. The “4 P’s” product, price, place, and promotion are used to develop a marketing strategy that works. The four Ps Product, price, place and promotion are considered the four controllable variables used to define a marketing strategy. Product...
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...Executive Summary Southeast Health Plans, Inc. is a service company that will provide health plan administrative services to self-insured employers. The company will concentrate on employers with 50 to 500 employees. Many of these employers have current HMO, PPO, or major national insurance carrier health plans. While the majority of employers with 500 or more employees have at least some element of self-insurance incorporated into their health care programs, our target market is often ignored by the major national insurance companies. While more than 80% of companies with 500 or more employees are self-insured, the management of Southeast Health Plans has identified that less than 25% of Atlanta area companies with 50 to 500 employees have self-insured plans. The market for self-insured and administrative services consist of those companies that are currently self-insured and companies that have other types of health plans that will be encouraged to shift to self-insurance. One factor in the transition to self-insurance is the availability of quality administrative and consultative services. Southeast Health Plans, Inc. is led by experienced management and has formed a strategic alliance with Blair Mill Administrator, a wholly-owned subsidiary of Blue Cross/Blue Shield of Pennsylvania, for the purpose of providing first class benefits management services to its target market. The key to success for Southeast Health Plans, Inc. will be the ability to attract the initial capital...
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...CONCEPT OF HEALTH -Code MHA 101 Concept of Health and Disease • Concept of health & disease and well being. • Natural history of disease and role of hospitals to offer various levels of care • Prevention aspect of diseases • Dynamics of disease transmission • Changing pattern of diseases • Concept of health indicators Preliminary Human anatomy and Physiology • Basic concepts of human anatomy • Basic concepts of human physiology Suggested Reading: Human Anatomy- Prof. Samar Mitra Human Anatomy- Prof. A. K. Dutta Text Book of Human Physiology- Dr. C. C. Chatterjee Common Pathological Conditions • Basic concepts of pathogenesis of common diseases • Basic concepts of interpretation of investigations reports Suggested Reading: Robbin’s Textbook of Pathology – Robbin, Cotran, Kumar Textbook of Microbiology – Ananantanarayan & Paniker Basic concepts of Pharmacology: Commonly used Medicine in a hospital, Narcotic drugs, use and abuse of drugs. Dispensing of medicine, Drugs store, drug stock / purchase of medicine, oxygen, I/V Fluid, Chemicals etc. Suggested Reading: Textbook of Pharmacology: Dr. K. D. Tripathi PAPER – 2: Hospital Based Healthcare & Its changing scenario-Code MHA 102 Overview of Hospital • Concept of Modern Hospital & Privatization in Health Sector • Public Sector Hospitals and Level of care / offered facilities • Effects of Globalization in Health care • Concept...
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...MARKETING FOR HEALTH CARE INTRODUCTION Various concepts like target market, market segmentation, SWOT analysis, market research etc, constitutes Marketing for Health Care. Marketer should generally understand all the concepts related to marketing which helps in reaching the objectives in the given period. As health care industry should be dealt cautiously, market research is highly essential with the above mentioned concepts incorporated in the research. BETTER UNDERSTANDING OF CONCEPTS Market segmentation is crucial in marketing as it deals with the segmentation of the market depending on the groups and targeting the audience for desired results. These different groups are categorized under different categories and then the target market is considered. Research is the important concept for any industry as it includes gathering of information of the desired area. The data which is collected is then analyzed and scrutinized after which segmentation takes place. This should be done in a way which is fulfilled according to the needs and objectives of the organization. Hence, an action plan is prepared in which the plan is incorporated and the results are reviewed after the implementation of the plan in to organization. Market research is vital in any organization as it determines the types of methods and the steps involved in the research. Among all the concepts, SWOT analysis is the best as it does both internal and external analysis to determine strengths, weakness, threats...
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...Marketing and the Health Care System for TriHealth Cincinnati Kimberly Southerland Professor Renita Ellis Health Services Marketing 08-26-2012 Marketing and the Health Care System for TriHealth Cincinnati TriHealth Cincinnati is a partnership between Bethesda and Good Samaritan Hospitals. They perform over two thousand patient intakes per day. The mission of TriHealth is to improve the health status of the people we serve. We pursue our mission by providing a full range of health related services including prevention, wellness and education. Care is provided with compassion consistent with the values of our organization. The vision of TriHealth is to be the place where people want to work, where physicians want to practice, and most importantly where the community wants to go when they need the best quality, service, safety and value in health care. (www.trihealth.com). Key characteristics of the users of the products and/or services of TriHealth Cincinnati One of the key characteristics of services offered by TriHealth Cincinnati is their speed intake services. TriHealth Cincinnati has worked with Cincom to develop a streamline registration process. The registration process includes the creation of the patient’s record. Cincom developed Cincom IGR which is a rules based overly to guide registrars through a series of questions to get the correct and speedy result. In just six months, TriHealth has noticed an improvement in employee...
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...David L. Gettis Marketing Management Marketing Plan Week 7 Keller Graduate School of Management Larry Kennedy- Professor December 14, 2011 Advanced Support Solutions Inc. Table of Contents Introduction………………………………………………………………………….3 2.0 Situation Analysis…………………………………………………………………3 2.1 Market Summary…………………………………………………………………..3 2.2 SWOT Analysis……………………………………………………………………4 2.3 Competition………………………………………………………………………..5 2.4 Product (Service) Offering…………………………………………………………6 2.5 Keys to Success…………………………………………………………………….7 2.6 Critical Issues………………………………………………………………………7 3.0 Marketing Strategy…………………………………………………………………8 3.1 Mission………………………………………………………………………………9 3.2 Marketing Objectives……………………………………………………………….9 3.3 Financial Objectives……………………………………………………………….10 3.4 Target Markets…………………………………………………………………….11 3.5 Positioning…………………………………………………………………………12 3.6 Strategies………………………………………………………………………… 12 3.7 Marketing Mix……………………………………………………………………13 3.8 Marketing Research……………………………………………………………….14 4.0 Controls……………………………………………………………………………15 4.1 Implementation…………………………………………………………………….16 4.2 Marketing Organization……………………………………………………………..17 4.3 Contingency Planning………………………………………………………………..17 5.0 Conclusion…………………………………………………………………………..18 Works Cited…………………………………………………………………………….19 Advanced Support Solutions Inc. will be created as a C Corporation based in Jacksonville, Florida, owned by its principal investors and principal operators. The main office...
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...MSc Health and Social Care Management Strategic Business and Service Planning Business plan for an Old Age Care Home in UK Submitted To: Marion Jackman Submitted By: Santi Thomas Date: 29th May 2015 Table of Contents 1. Introduction 3 1.1 Setting the Objective 3 2. Market Analysis 5 3. Market Strategy Plan 8 4. Operational Plan 12 5. Current and Future Financial Plan 13 6. Ownership and Commitment 14 7. Future Scenario 15 8. Conclusion 16 References 18 Self Assessment Form 21 1. Introduction In developed nations like the UK and Japan, there is an exponentially growing need of care and nursing homes for the elderly. This is because UK and other developed nations have a high percentage of ageing and mature population. Their population rate is poor and the people above the age of 45 are more than 65% of the population. This has led to a drastic change in the overall health and social care requirements in the country (Euromonitor, 2015). NHS is concerned and taking steps to fulfil this gap but it requires efforts both at public and private level to achieve this mammoth task of providing residential and nursing facilities to people above the age of 60 who are living on their pensions (Oswald et al, 2007). There are a large number of elderly people who by force or by choice live in old age care homes and hence the quality and quantity of these centres should increase manifold based on...
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...Final Course Project This report was written to provide the reader with a demographic profile and a brief overview of the healthcare organizations, as well as informed them of the potential healthcare needs one might anticipate in this geographic area of Valley, Alabama. Not only that, it will also discuss the marketing analysis that will identify a specific proposed healthcare service for Lanier Hospital which is a cancer treatment center. It will also go in great detail about the overall marketing goals for the cancer treatment center that is being added to Lanier Hospital. It will also identify specific marketing objectives in the target market. Last but not least, it will make mention of the marketing plan that will give identify specific marketing strategies for achieving those objectives and goals such as, Product Strategies, Distribution Strategies, Promotion Strategies, and Pricing Strategies. After reading this information you will fully understand the marketing plan for the cancer treatment center at Lanier Hospital. Demographic profile As of the 2010 census the population of Valley is 9,524. The racial breakdown is whites 64.0%, Blacks 33.0%, American Indian and Alaska Native 33.0% Asian 0.1%, Native Hawaiian and Other Pacific Islander 1.2%, people reporting more than one race 0.1%, Hispanic or Latino origin 1.1%, and white not Hispanic 1.7%. When it comes to the percentage of education it is listed as High school graduates falls at 74.1%. The people amount with...
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...16, 2015 Salomon Chavira Strategy and Positioning Paper Hill-Rom is preparing to launch its breakthrough electronic health records (EHR) software application MedStat. Market research indicates that MedStat will be the first available application with the capability to integrate with an organization’s current EHR databases. What follows details the organization, specific market research, product overview and details, a marketing strategy, and a forecasted budget. As part of this process Hill-Rom conducted a comprehensive SWOT analysis and used the analysis in the further development of its marketing plan. Hill-Rom developed its marketing plan by examining product life cycle, positioning and differentiation, and public relations issues. Hill-Rom also developed strategies for pricing, placement, and promotion. Organizational Overview Hill-Rom is a company created during the Great Depression when the founder saw an opportunity to market wooden hospital furniture to local hospitals in Indiana. The company rapidly expanded from there, creating innovative new products in response to the needs of the nurses and patients company representatives came into contact with every day (Hill-Rom, n.d.). The company’s large array of products are centered on a single company mission, to “make a positive difference in the lives of patients and those who care for them” (Hill-Rom, About Hill-Rom, 2010, para. 6). Today the company produces and markets a wide range of medical products...
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...dear Sir I need a detailed Marketing Plan for a CCTV,Security and Communication Industry,kindly email me with your marketing plan, Thanking you medium-sized and large organizations The main contents of a marketing plan are:[4] 1. Executive Summary 2. Situational Analysis 3. Opportunities / Issue Analysis - SWOT Analysis 4. Objectives 5. Marketing Strategy 6. Action Program (the operational marketing plan itself for the period under review) 7. Financial Forecast 8. Controls In detail, a complete marketing plan typically includes:[4] 1. Title Page 2. Executive Summary 3. Current Situation - Macroenvironment * economy * legal * government * technology * ecological * sociocultural * supply chain 4. Current Situation - Market Analysis * market definition * market size * market segmentation * industry structure and strategic groupings * Porter 5 forces analysis * competition and market share * competitors' strengths and weaknesses * market trends 5. Current Situation - Consumer Analysis [5] * nature of the buying decision * participants * demographics * psychographics * buyer motivation and expectations * loyalty segments 6. Current Situation - Internal * company resources * financial * people * time * skills ...
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...............................................................................................................6 1.3 STRENGTHS AND CORE COMPETENCIES:..................................................................................................6 1.4 CHALLENGES:..............................................................................................................................6 INDUSTRY ANALYSIS.........................................................................................................................7 SERVICES OVERVIEW.........................................................................................................................9 3.1 SERVICES:..................................................................................................................................9 3.2 BENEFITS AND FEATURES:................................................................................................................9 3.3 WHY PEOPLE NEED THIS SERVICE?........................................................................................................9 MARKETING...
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...organic personal care products Hee Yeon Kim and Jae-Eun Chung Department of Consumer Sciences, The Ohio State University, Columbus, Ohio, USA Abstract Purpose – Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the attitudeintention relationship. Design/methodology/approach – An online survey was conducted with 207 online panel members, and multiple regression analysis was used to test the relationships among the variables. Findings – The results indicate that environmental consciousness and appearance consciousness positively influence attitude toward buying organic personal care products. The addition of past experiences as a predictor of purchase intention and perceived behavioral control as a moderator of the attitude-purchase intention relationship yielded an improvement on the TPB model. Practical implications – This study suggests that retailers can develop effective marketing strategies emphasizing ecological beauty, product safety, and affordable prices to increase consumers’ intentions to buy organic personal care products. Originality/value – This study provides valuable insight into US consumer behavior regarding organic personal care products by examining the factors that influence consumers’ attitudes toward buying organic personal care products and consumers’...
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...Dorothy Lucas Marketing Plan for S.T.E.P.S Marketing Management June 3, 2014 Table of Contents 1. Executive Summary --------------------------------------------------------- 3 2. Situation Analysis --------------------------------------------------------- 5 3.1 Market Summary ------------------------------------------------------- 5 3.2 SWOT Analysis ------------------------------------------------------- 7 3.3 Competition ------------------------------------------------------- 8 3.4 Product Offering ------------------------------------------------------- 8 3. Marketing Strategy ------------------------------------------------------- 9 3.1 Mission ------------------------------------------------------- 9 3.2 Marketing Objectives ------------------------------------------------- 9 3.3 Financial Objectives ------------------------------------------------ 9 3.4 Target Markets ------------------------------------------------ 10 3.5 Positioning ------------------------------------------------ 10 3.6 Strategies ----------------------------------------------- 10 3.7 Marketing Program ----------------------------------------------- 10 Pricing Distribution Advertising and Promotion Customer Service 3.8 Marketing Research --------------------------------------------------11 4. Financials -------...
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...............................................................................................................6 1.3 STRENGTHS AND CORE COMPETENCIES:..................................................................................................6 1.4 CHALLENGES:..............................................................................................................................6 INDUSTRY ANALYSIS.........................................................................................................................7 SERVICES OVERVIEW.........................................................................................................................9 3.1 SERVICES:..................................................................................................................................9 3.2 BENEFITS AND FEATURES:................................................................................................................9 3.3 WHY PEOPLE NEED THIS SERVICE?........................................................................................................9 MARKETING...
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