Today’s competitive and transformational healthcare marketplace makes it crucial to have a strategic marketing plan that gets everyone collaboratively engaged and committed in every step in the process. Despite the challenges adherent to this transformation, there are great opportunities for innovation and creativity. Therefore, adopting the most up-to-date marketing strategy is essential to delineate the entire process of planning, implementing, measuring, and reacting to the dynamic nature of today’s markets. This paper uses the current healthcare trends and marketing profile of Washington D. C. to design a strategic marketing plan for a primary care medical group relocating to the area. The plan covers the local healthcare characteristics and trends, defines the mission and main goals of the group, proposes a service strategy from different perspectives, and highlights the key points necessary for the group’s success.
Demographic scan of Washington D.C.
According to the U.S. Department of Commerce (2013), in 2013, the total number of the population in Washington D. C. is 646,449 with an average growth of 7.4 percent from 2010; the growth rate is significantly higher than the national rate of 2.4 percent. In 2012, the population under 18 years old composes 17.3 percent and the population above 65 composes 11.4 percent; both are lower than their national equivalents of 23.5 and 13.7 percent respectively (U.S. Department of Commerce, 2013). Accordingly, most of the population is between 18 and 65 years old; which is slightly higher than the national average (U.S. Department of Commerce, 2013). In fact, populations aged between 18 to 65 years old comprises mainly baby boomers, generation-X, and N-generation. In 2012, African Ameri...
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Primary Care Sites (2013). Primary Care Sites in D.C. Retrieved on 12/28/2013 from http://doh.dc.gov/service/health-care-facilities U.S. Department of Commerce (2013). State & County Quick Facts: District of Columbia. Retrieved on 12/25/2013 from http://quickfacts.census.gov/qfd/states/11000.html
Yelp (2014). Primary Care Physicians Washington, DC. Retrieved on 01/20/2014 from http://www.yelp.com/search?find_desc=primary+care+physician&find_loc=Washington%2C+DC&ns=1
In addition to this business plan, we must also address the financial issues plaguing this organization. To illustrate some of these issues lets look at some of the trends here at OCB and within our Industry: For example, OCB’s clinic operations profitability in 1990 was 60%, and now in 1996 our profitability is only 37%, which is down 23 percentage points! We can blame some of this on rising costs of overhead, consumables, etc, however this is happening as the industry as a whole is growing 5% annually, and as our customer base, largely senior citizens, population is growing at almost 1% as year. We should be capitalizing on these industry trends, however, as you all know, not all the trends work in our favor. For example, our lifeblood, the Insurance company’s managed care organizations, and government healthcare reimbursement programs shows a downward trend of allowable payments for our services (DRGs) For example in 1995 the DRG price of ...
Honor Health is a hospital and physician provider system located in phoenix Arizona. Honor health is relatively new hospital chain, more specifically it is the result of a merger of Scottsdale hospital and the John C. Lincoln Health Network (Alltucker, 2013). Honor Health’s mission statement is relatively short, comprising only a single sentence. Their mission and vision statements are, “To improve the health and well-being of those we serve” and, “To be the partner of choice as we transform healthcare for our communities” (Honor Health, 2015). While their vision and mission statements impart a direction and goal for their organization, the vagueness of both statements may cause problems in guiding targeted strategic initiatives. This essay
Health plans face a set of strategic choices in maximizing plan objectives. First, plans must decide whether to diversify product lines (e.g., HMO, PPO,etc.)(Anton, 1996). Medicinal services cost ascended at double the inflation rate from the mid 1980 's to mid-1990 's making a 1 trillion dollars’ industry that represented 14% of the US GDP (Gross Domestic Product). Before the end of century, the medicinal services industry had developed to more than 1.5 trillion dollar or 18% of GDP. In 1995 about 3 quarters of American specialists were guaranteed by HMO (Health Maintenance Organizations), PPO (Preferred Provider Organization) and POS (Point-of-Service) arranges up from just 27% in 1987.
In Washington D.C., there were 601,723 total residents of 2013-2014. Fifty percent are African American, totaling 305,125; thirty eight percent are White, totaling 231,471; nine percent are Hispanic or Latino, totaling 54,749; four percent are unidentified (other), totaling 24,374; two percent are more than one race, totaling 17,316; below one percent are Native American, totaling 2,079; also below one percent are those of three or more races, totaling 2,043; and Native Hawaiian Pacific Islander are below one percent, with a total of 302 residents in
First fundamental challenge is “aligning health care resources with patient’s needs” (Fiscella, 2011). The second challenge “relates to revitalization of primary care, particularly for underserved patients” (Fiscella, 2011).
Boosting good quality information for patients, their families and the public was a duty in the National Health Service(NHS) Plan (July 2000, chapter 10) and part of the proposals in the Kennedy Report into the Bristol Royal Infirmary (July 2001, section 2, chapter 23) all cited in Department of Health (DH) (2008). Producing quality information to patients and members of the public will not only allow them to interpret their health needs but also enable them to make right decision for themselves and their families (DH, 2006). One of the methods of doing this is through health education which is one of the components of health promotion (Naidoo and Wills, 2009; Ewles and Simnett, 2003; Brooker and Waught, 2007). Health education can be described as: helping people to enhance and take control their own health; influencing people to decide and support healthful practices; delivering information; raising understanding of health issues and circumstances leading to ill health just to mention a few (Brooker and Waught, 2007; Naidoo and Wills, 2009; Ewles and Simnett, 2003).
Primary care clinics are essential in society for people who need urgent care right away or need a place where they know will be the customer service is going to excellent. Care facilities have to make sure they are to provide the patients with excellent care and services or be able to refer them to a place where their issue can be handled. When the opportunity comes for improvement, care facilities should find it essential to listen to their patients to make sure they’re being taken care of in the proper way and the care being given isn’t different from people who have insurance and from those who don’t.
With 17 existing hospitals and ____ physician practices, the Greater New Orleans Region of Louisiana is not a practical choice for Kaiser Permanente expansion. The four parishes: Plaquemines, Jefferson, St. Bernard, and Orleans would not make for a successful business venture. This report examines how the Kaiser Permanente Brand and Strategy Division assessed the region and determined the region could not realize and expand the mission and vision for Kaiser Permanente…..
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 organizations are designed to meet the healthcare needs of individuals and promote a healthy community. The three healthcare organizations that interest me are: The Heart Hospital Baylor of Plano, Texas Health Center for Diagnostics & Surgery Plan, and Parkland Health and Hospital System. Due to evolving healthcare industry, focusing on just patients and physicians is no longer a marketing strategy. According to Mycek (2015), “Marketing teams need to expand their consideration set and focus on the new 5 P’s of Healthcare Marketing” (p. 1). The new 5 P’s of marketing now impact the marketing potential of healthcare organizations by offering changes in sales rep – physician access, purchasing, formulary decision making, and growing patient empowerment. The new 5 P’s of marketing are: Physicians, Patients, Payers, Public, and The Presence of Politics.
Assessing patient satisfaction is challenging because it measures the quality of the service according to patient's evaluation, determines relationship between patient satisfaction and quality of care. That is why there are Measuring Patient Satisfaction such as:
In today's health care environment many factors contribute to quality care. As a medical practice manager it is important to provide the best medical service for patients in addition to excellent levels of service. Appointment scheduling is a very important aspect of a smooth running medical practice. Appointment cancellation, no shows, and long waiting time by patients have a negative impact on the efficient running of the practice not only in lost revenue but the practices professional reputation as well (Kruse 2010).
The health status of the African American has been declining over the last century. Studies have shown that African Americans have less access to appropriate health care and that includes preventative care for children and adults. African Americans are not only more susceptible to disease and illness; they are also more likely to die from them. This minority tends to have the worst indicators of all health minorities. So has life expectancy improved for African Americans? Yes, it has improved. “The life expectancy has improved greatly for all Americans during the last century.” (Black Demographics,’n.d.’) This paper will compare the health status of the African American and the barriers that
Primary health care is the indispensable care based on the real – world, systematically sound, socially adequate technique and technology which made unanimously available to the families and every individuals in the community through their fully involvement where the community is capable to afford at a cost to uphold at every phase of their growth in the essence of self-reliance and self-government. Primary health care in international health is associated with the global conference held at Alma Ata in 1978; the conference that promoted the initiative health for all by the year 2000. “Primary health care defined broadly at Alma Ata emphasized universal health care across to all individuals and families , encouraged participation by community members in all aspects of health care planning and implementation and promoted the delivery of care that would be scientifically sound , technically effective , socially relevant and acceptable” (Janice E.Hitchcock,2003). Primary health care is commonly viewed as a level of care or as the entry point to the health care system for its client. It can also taken to mean a particular approach to care which is concerned with containing care, accessibility, community involvement and collaboration between other sectors. The primary health care policy has some principals that have been designed to work together and be implemented simultaneously to bring about a better health outcome for the entire society.
A strategic plan is a tool that delivers guidance in achieving a mission or goal with maximum proficiency and control for an organization. Strategic planning is used to transform and revitalize organizations. The plan helps provide an inclusive understanding of opportunities and challenges both internally and externally for the organization. The plan delivers an assessment of the strengths and limitations that are realistic within the company. A well-developed strategic plan will offer a comprehensive approach and empowerment for the stakeholders involved. It is an opportunity for learning and understanding priorities that will drive the business to succeed. Jones (2010), describes how in health care organizations, strategic plans characteristically concentrate on operational and organizational goals such as when to obtain new technology, how to meet competitive challenges, and what staffing, tools, or facilities are needed to ensure organizational survival. The mission and value statements are significant in determining the quality of a strategic initiative. Forcing the organization to look toward the future creates proactive objectives in which both short-term and long-terms plans and goals are necessary in order to succeed.