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Winter Park Memorial Hospital

In: Business and Management

Submitted By cera
Words 995
Pages 4
Table of Contents

Management Summary 3

Economic Projections 4
The Market- Qualitative ………………………………………………………………………………………...4-5

The Market- Quantitative ................................................................................................................. 5

Trend Analysis ..................................................................................................................................... 5

Competition ........................................................................................................................................5-6

Problems and Opportunities ........................................................................................................6-7

Objectives and Goals .......................................................................................................................... 7

Action Programs .................................................................................................................................. 8

Works Cited ………………………...………………………………………………………………………………….. 8

Management Summary

Winter Park Memorial Hospital Dr. P. Phillips Baby Place is a state of the art obstetrics hospital. The difference in our service from other obstetric hospitals in the area is that The Baby Place provides five-star amenities as well as 24/7 concierge service. This service allows patients to feel comforted and well taken care of.

Not only does Winter Park Memorial hospital provide five-star amenities, it also provides exceptional expertise. “Winter Park Memorial Hospital houses a Level II Neonatal Intensive Care Unit (NICU) with comprehensive neonatal and diagnostic facilities for premature babies and other critically ill newborns. Our NICU cares for premature babies born up to 8 weeks early, babies with respiratory distress, babies with diabetic moms, and more. With over 2,700 babies born here annually, our Level II NICU is specialized with the most sophisticated technology and employs some of Central Florida's most respected health care professionals and specialty physicians” (WPMH, 2009).

As construction is underway for the expansion of the Dr. P. Phillips Baby Place, the purpose of this marketing plan is to create awareness and attract philanthropic support from the community.

Economic Projections

As construction continues for the expansion of the Dr. P. Phillips Baby Place, the city of Winter Park can expect a significant economic increase upon construction completion. The new facility will generate several new job as well as increased personal income for its employees. Although the new facility is expecting to stimulate the economy in the Winter Park area, the facility faces deflationary pressure with persistent decreases in the level of consumer prices and a reduction in available currency and credit.

The Market- Qualitative

The profile for Dr. P. Phillips Baby Place customers consists of the following geographic, demographic, and psychographic factors.

Geographic

• Central Florida area (Brevard, Orange, Seminole, Lake, and Volusia counties).

• Zip codes beginning with 321, 327-329, and 347.

• A 120-mile radius surrounding the hospitals location.

Demographics

• Women between the ages of 16-50.

• Women who are partially, totally, or are interested in bearing a child.

• OB/GYN offices in the Central Florida area.

Psychographic

• Segmentation by lifestyle based on their behavioral characteristics, attitudes, and opinions.

• Social Class information used for consumer buying behavior.

The Market- Quantitative

With over 50 years of experience Winter Park Memorial Hospital possesses a great amount information regarding the market of obstetric care. This information will be used to continually research the needs of patients and how to serve them better.

Trend Analysis

The care of mothers and their babies has changed significantly in the past ten year. Mother and baby care has gone from general hospital services to state of the art five-star service. Regardless of how the industry has changed Winter Park Memorial Hospital Dr. P. Phillips Baby Place strives to provide exceptional care and expertise to its patients.

Competition

The hospital business in the Central Florida area is a multi-billion dollar industry that is highly competitive. Well-known hospitals in the area specializing in obstetrics like Winnie Palmer, apart of the Orlando Health Group, and Florida Hospital Altamonte Baby Place seek patient to provide services for. Winter Park Memorial Hospital Dr. P. Phillips Baby Place believes that a special niche exists within the services of obstetrics that other hospitals do not provide when dealing with patients. By providing five-star amenities as well as 24/7 concierge service, the Dr. P. Phillips Baby Place believes a competitive sales advantage exists that will allow for securing market shares.

Problems and opportunities

The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Winter Park Memorial Hospital Dr. P. Phillips Baby Place.

Strengths

• Strong relationship with the Florida Hospital group.

• Patient- centric organization.

• Remarkable industry insight and experience.

Weaknesses

• High marketing cost to develop brand awareness.

• Significant cost required building a sufficient patient base.

• HIPAA issues related to case management, and confidentiality concerns.

Opportunities

• Participation within a growing special niche.

• Future expansion as the Baby Place becomes more established.

• Education through technology.

Threats

• Government regulation.

• Competition from other hospitals specializing in obstetrics, now and in the future.

• Changes in health insurance.

Objectives and Goals

The Dr. P. Phillips Baby Place is dedicated to providing exceptional care and expertise to mothers and their babies. By combining five-star amenities with 27/7 concierge service to the hospital already exceptional care patients will find the Baby Place is a special retreat.

Marketing Objectives

• Quickly achieve market share.

• Create a brand image within the operating area of premier Hospitals specializing in obstetrics.

Financial Objectives

• Increase cash reserves.

• Reduce accounts receivable.

• Minimize debt.

Action Programs

Winter Park Memorial Hospital Dr. P. Phillips Baby Place will use a multi-faceted marketing strategy to develop brand awareness and achieve market shares. During construction and upon completion of the expansion to the Dr. P. Phillips Baby Place advertising through print media will be utilized. Advertising through the Orlando Sentinel and direct mailers will be some of the main print advertising mediums. Personal selling will also be another form of advertising. Salespersons will visit OB/GYN offices in the surrounding counties and offer information concerning the new facility and well as provide information brochures. Using all of these different forms of advertising and marketing, we hope to gain market shares and patient loyalty.

Works Cited

Berkowitz, E. N. (2006). Essentials of Health Care Marketing. (2nd ed.). Sudbury, MA: Jones and Bartlett Publishers.

Winter Park Memorial Hospital website. (2009) Available: http://www.winterparkhospital.com/

-----------------------
200 N Lakemonte Avenue, Winter Park, FL 32792

Dr. P. Philips Baby Place

Marketing plan for the expansion of the Dr. P. Phillips Baby Place at Winter Park Memorial Hospital.

Summer

09

Winter Park Memorial Hospital

08

Fall

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