Memorial University Medical Center Case Study

Memorial University Medical Center (MUMC) is part of the Memorial Health System with 604-bed facility, which serves 35 counties across southeast Georgia and southern South Carolina. It is an acute hospital, which includes primary and specialty care doctors, business services, and NurseOne, 24-hour call center. In addition, this healthcare system also has a major medical education program that trains residents in diagnostic radiology, family medicine, internal medicine, Joint replacement, stroke care, cancer care centers, children’s hospital, obstetrics and gynecology, pediatrics, and surgery.

The following table describes the demographics for 2015 and shows that this medical center not only serves the patients, but also is part of the future

These tools assist in promoting community enrollment events and develop advertisements, as well as to encourage enrollment. Marketing efforts must include mission, vision, and the values along with consumer-directed health efforts.

Social media is where most of the families are now able to get a jump start on research by looking at the Internet, but also viewing marketing materials, like virtual tours, provided by the acute care provider. In today’s technological field, the greatest growth for the healthcare and biotechnology are happening here due to the marketing strategies such as social media, mobile/tablet apps and digital sales materials. Hospital providers are also shifting to digital channels to market to healthcare consumers. Overall, it is a no cash investment to reach a targeted market. Billboards is another strategy that marketing professional practice, it is strategically placed to catch the eye of individuals in driving vehicles (Connole, 2010). Acute care hospitals apply social marketing through a wide range of health communication strategies based on mass media. This type of marketing involves influencing health behavior through the usage of commercial marketing, which integrates audience and branding. MUMC, uses billboard strategy to communicate and market its services through clinics for promotion, dissemination,

In addition, any non-related information has high potential of going viral, which can create irreparable harm to the organization. Another disadvantage is that viruses and hacking can create a major disaster and can potentially leak customer data.

Billboard disadvantages are that they are high costs for brief exposure, does not target a specific market, short term advertising tool, and ultimately provides limited information. It does not cater to a specific segment of the market.

Community outreach and enrollment program disadvantages are that they are time sensitive; it takes significant amount of time to develop a working relationship. Further education and training may require increase funding and research.

Maintaining accreditations and certifications is costly to any healthcare facility. It must comply with JCAHO standards, which range of organizational issues such as governance, to process standards such as documentation requirements. Obtaining and maintaining accreditation is a significant cost to hospitals (The Regulation of Areas in which regulatory requirements,