kalahpowellmha 626 finalpaper

docx

School

Ashford University *

*We aren’t endorsed by this school

Course

MHA 626

Subject

Business

Date

Apr 3, 2024

Type

docx

Pages

Uploaded by MajorLark3826

1 Texas Children’s Hospital Marketing Plan Kalah Powell MHA 626:Strategic Planning & Marketing in Health Care Dr. Yvonne Lozano January 10, 2024

2 Executive Summary Texas Children’s Hospital is an important name that demonstrates a great example of a healthcare, innovative treatment, high quality care for women and children in Houston, Texas and surrounding areas. U.S. News & World Report consistently ranks Texas Children’s Hospital in the top four among all children’s hospitals in the nation (2023). Healthcare services are require, and changes implemented daily to ensure services are continued and high quality for over 4.9 million patient encounters. Implementing a marketing plan will assist in supporting superior patient care and strengthening the overall healthcare organization. Using a marketing plan to offer diverse demographics to better serve the demands of the community. The marketing plan will also focus on social media presence to recruit more tech savvy patients. This report will discuss the development of the Texas Children’s Hospital marketing plan. Introduction Healthcare organizations (HCOs) focus on vision, mission, and value statement. “ A health care organization is a purposefully designed, structured social system developed for the delivery of health care services by specialized workforces to defined communities, populations, or markets” (TCH.2023) . Texas Children’s Hospital (TCH) demonstrates a great example of a healthcare organization that follows their vision, mission and value statement. The TCH website defines the mission and values. This organization is one of the largest organizations treating women and children in the Houston and surrounding areas. According to Texas Children’s (2023), has grown into one of the nation’s largest and most comprehensive pediatric and women’s health care organizations, recording nearly 4.9 million patient encounters annually and achieving international recognition as a referral center. U.S. News & World Report consistently ranks Texas Children’s Hospital in the top four among all children’s hospitals in the

3 nation (2023). Texas Children’s Hospital is affiliated with Baylor College of Medicine. Texas Children Hospital vision, mission and value statement must align to for continued success and growth. Texas children hospital website focuses on highlights the vision and mission statement. Texas Children’s Hospital website focuses on members and patients as a priority within the organization. Focusing on patients is important for the organization for outreach and making difference through care. The members are primary focus on the website with easy access to all links. The website states, “millions of lives changed and counting, our team of experts is making a difference through the world-renowned care they provide and the countless lives that have been changed as a result” (TCH.2023). Texas Children’s Hospital puts effort towards price transparency and providing estimates to assist with financial obligations. The priority is to provide specially designed programs for adults and staff. “ When patients have access to health care, they are empowered to build beneficial relationships with providers and ultimately manage and overcome illness and injury” (Wu, Hannawa, Kolyada, Donaldson. 2022 ). Demonstrating the organization’s goals can assist with strengthening the mission of Texas Children’s Hospital. Marketing Analysis Texas Childrens Hospital is a non-profit healthcare organization that provides a wide range of services, “more than forty pediatric subspecialties . Texas Children's facilities include the Emergency Center, pediatric surgery suites, a Pediatric Intensive Care Unit, a Cardiac Intensive Care Unit, and a Neonatal Intensive Care Unit” (TCH.2023). It is important for an organization to ensure they are offering and providing services for target groups in community with specific needs. Texas Children can use social media marketing as an outreach to target the tech savvy and

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

4 young generation. Marketing services by building a website where caregivers and their patients are able to use an outreach tool. Texas Children’s Health Plans, Texas Children’s Hospitals, and Baylor College of Medicine Affiliation. These different segments should illustrate the whole organization and separate entities, not only the not-for-profit organization. The objective for Texas Children’s Hospital is to increase and grow the market monthly by identifying new patients through social media and eHealth. Texas Childrens hospital created eHealth during pandemic. According to TCH (2023), “We host these channels so that people can share information and participate in productive friendly conversations. It is important to us that our social media accounts are comfortable and secure places for engagement and discussions.” Texas Children’s Hospital provides and tailors messages that focus on patients and clients that aid in marketing to meet individual interests and needs. The benefit of using social media tools would “enhance networking, education, and other activities” (Ventola. 2014). Improving networking and communication is important to collaborate with the public to increase patients of all ages for services and professions for employment. According to Ventola, 2014, In the U.S., the proportion of adults using social media has increased from 8% to 72% since 2005. (2014). Texas Children Hospital organization has a lot of strengths by providing different serves to the patients in the community. TCH, being a charitable, not-for-profit facility accepts all accepts all Medicaid plans, local, state, and commercial health care plans. The HCO does not deny or delay care or coverage for treatment, even if the patient is incapable of paying. “The Texas Children's Hospital Foundation actively manages investments to generate support funds, in fulfillment of its purpose to create a healthier future for children and women globally through patient care, education, and research” (Cause IQ. 2023). The organization focuses on children

5 and advocates for women’s and children healthcare. The organization h recognized for philanthropic work and identified at “ranking No. 1 in Texas and No. 3 nationally in its 2023- 2024 Best Children’s Hospitals report” (TCH. 2023). TCH is recognized and well-known as having the top healthcare professionals. Texas Children Hospital has many different programs with donors, volunteers, and grants to assist with patient services and treatment. The organization offers different services and can provide a wide variety of treatments. However, there are challenges faced by employees due to limitations on salary and wages. “The ideal approach for increasing morale and creating a positive culture is a multipronged tactic that promotes communication, interaction, positive relationships, and growth” (Willman, Lucke-Wold. 2022). With any organization there are many challenges faced, with customers not happy with treatment and even disgruntled employees, due to salary or even job duties. Employees can possibly bring the morale of the customer due to their performance. Keeping employees motivated and engaged can boost morale overall. According to Bazire 2023, Strengthen your employees' sense of belonging by communicating with them on a regular basis. Offering competitive wages and benefits guarantees employees to be focused. Opportunities are widespread and offer services to different parts of Texas. TCH expands services to the outskirts of Houston, grater Austin and Central Texas areas. This created growth and opportunity by enabling TCH to offer convenient care for more patients. This provides services and knowledgeable specialists to work with other specialists to offer the best care/treatment available.

6 Healthcare organizations face many challenges and threats with policies and the government. There are many challenges with the increase in cost of supplies and medical cost. Texas Children’s Hospital also faces the threat of being in the medical center with multiple facilities growing and offering specialized services for women and children in the medical center. These facilities are also increasing services with modern and state-of-the-art technology offering the same services. These organizations are offering the same services and sometimes faster speeds. Although TCH uses philanthropic donations, smaller facilities can gain popularity for the community. The SWOT analysis for Texas Children Hospital has illustrated that some things should be addressed. All organizations face shortcomings in some aspects and should be evaluated. TCH has many strengths but should focus on growth and being able to continue to serve patients and the community with quality care. Although other organizations are on the rise and specialize in the same care, TCH should focus on employee morale, salary, and continued training. Another recommendation should be modern technology and updated equipment to prevent treatment delays. With upcoming facilities and the spread of the organization employees are important to better serve the community. Texas Children’s Hospital as a not-for-profit organization, primary focus and goal is to serve women and children with inpatient and outpatient services by providing quality care. The organization should focus on the service of patients and employee’s morale to keep in align with the mission and vision of the organization and marketing plan. The SWOT analysis is important for marketing and planning while providing strengths, weaknesses, opportunities, and threats. Texas Children Hospital should have a plan that focuses on goals and visions for services to improve quality care for all patients as a well-recognized top facility in Texas and the country.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

7 Environmental Analysis “SWOT explores two types of environments: the internal environment, which focuses on strengths and weaknesses, and the external environment, which focuses on opportunities and threats” (Topor, Dickey, Stonestreet, Wendt, Wooley & Budson. 2018). The external environment analysis demonstrates aspects that Texas Children’s Hospital have no control such as pricing, services that are offered “These external influences are important in the health care industry as they provide additional data and resources to guide research decisions and outcomes” ( Purcara. 2019). External factors would illustrate employment success rate due to salary in surrounding areas. Texas Children’s Hospital is a nonprofit organization that serves the women and children with inpatient and outpatient care. Texas Children’s Hospital focuses on serving the community and underprivileged that may lack insurance in Houston, Texas, and surrounding areas. The internal environment analysis illustrates that Texas Children’s Hospital can control, such as identifying strengths and weaknesses, which align with the mission, values, and vision. This also includes the financial strengths and weaknesses. According to Oster, Business financial resources that may indicate strength during your SWOT analysis include financial resources derived from sales activities, income from investors and the value of company infrastructure (2023). Marketing Mix Marketing plays a vital role in creating communication and adding value. It requires effort in marketing to be successful in marketing products and services offered. Efforts include developing strategies and setting objectives. Marketing strategies require understanding a plan

8 for measuring and adjustments. “ An effective marketing approach involves in-depth investigation of the patients’ needs, identifying latent needs and offering new health services that patients have not explicitly requested (Purcarea 2019). The strategies should focus on and address the challenges that are faced by healthcare organizations. It is essential to develop strategies for a successful marketing plan. Many issues can be encountered for Texas Childrens Hospital, a not-for-profit organization, which offers medical and insurance services such as reaching more than children and providing services for women, including variety of outpatient services and eHealth. Texas Children’s Hospital offers patient-centered care that promotes services and treatment through insurance and medical services. Objectives in marketing should be to maximize the patients’ value by minimizing cost with maximum services. The selected marketing objectives for the Texas Children’s Hospital marketing plan that will be developed and implemented: For increased marketing awareness for Texas Children’s Hospital one objective should portray different business segments: Texas Children’s Health Plans, Texas Children’s Hospitals, and Baylor College of Medicine Affiliation. These different segments should illustrate the whole organization and separate entities, not only the not-for-profit organization. The objective for Texas Children’s Hospital is to increase and grow the market monthly by identifying new patients through social media and eHealth. Texas Childrens hospital created eHealth during pandemic. According to TCH (2023), “We host these channels so that people can share information and participate in productive friendly conversations. It is important to us that our social media accounts are comfortable and secure places for engagement and discussions.”

9 Texas Children’s Hospital provides and tailors messages that focus on patients and clients that aid in marketing to meet individual interests and needs. The benefit of using social media tools would “enhance networking, education, and other activities” (Ventola. 2014). Improving networking and communication is important to collaborate with the public to increase patients of all ages for services and professions for employment. According to Ventola, 2014, In the U.S., the proportion of adults using social media has increased from 8% to 72% since 2005. (2014). Another marketing objective should be to educate patients and employees about services offered through Texas Children’s Hospital. The marketing objectives should promote the importance of health coverage and health care services, to prevent diseases, provide quality care and treatment. This education and promotion can be done through fundraisers, donations, and social media for outreach. This marketing strategy should focus on patient-centered care for all patients and family. Healthcare organizations change due to competition, technology, and economic changes. Social media and technology provide access to all patients providing medical information, records, testing, updates, and intercommunication with other providers. Texas Children Organization faces challenges due to the pandemic, “eHealth created the ability for many specialties across Texas Children’s achieved weeks of 100% eHealth utilization, including care coordination, clinical psychology, diabetes education, lactation consultation, psychiatry, speech therapy and more” (TCH.2023). The organization should be able to ensure patient services through tools and in-person services. Texas Children Hospital should be able to promote all services offered and ensure overall quality healthcare services. It should promote all services and promote Financial Assistance Policy and Patient Services offered for families/patients in need of assistance for medical services.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

10 The entire marketing plan provides tools and resources for healthcare organizations like Texas Childrens Hospital, this allows mor opportunity to be presented and taken advantage of. Marketing provides the HCO to stay in the competitive market. There are many different segments in marketing, and it should be developed through different objectives for Texas Childrens Hospital Organization. One main objective should be targeting audience for marketing purposed and promoting variety of services offered for children and women. Plan Evaluation A healthcare organization’s growth and development are developed from patients, feedback, and providers. Feedback would provide Texas Children’s Hospital organization information on the good, bad, statistics, management and what is required for success. A marketing plan is a strategic document to achieve specific business goals and objectives over a specific time period (Purcarea. 2019 ). Feedback will assist TCH in assessing and organization information for marketing purposes. It is important when developing a market plan to achieve and focus on vision, mission, and goal objectives in the organization. “An effective marketing approach involves in-depth investigation of the patients’ needs, identifying latent needs and offering new health services that patients have not explicitly requested” (Purcarea. 2019). Texas Childrens hospital should focus on research on all facilities and target population. The data and information gathered from research should be analyzed to determine and implement any changes. Texas Children Hospital Organization should consider using the balance score card. The balanced scorecard is a system used for strategic planning and managing systems organization based on day-to-day activity. “The Balanced Scorecard model has been widely used among

11 private and public organizations as it is the most adopted model to measure performance” (Betto, Sardi, Garengo, Sorano. 2022). This system is used to communicate effectively what the organization wants accomplished and objectives are. The systems measure and monitors the progress of Texas Childrens Hospital Organization strategic goals. This allows the healthcare organization to measure success and aid in determining what TCH in having a successful marketing plan. The balanced scorecard has four components: 1. Learning and growing 2. Business processes 3. Customers perspective 4. Finance perspectives These different perspectives will assist Texas Children’s Hospital in analyzing information related to their plan. With multiple expansions and within the organization, this will assist in improving overall outcomes and success rate. Applying this management tool will identify and track objectives. Conclusion In conclusion, a healthcare organization should focus on implementing a marketing plan. The organization should have knowledge of the community and target population they are wanting to provide services to. Texas Children’s Hospital should ensure they are following all policies, security and guidelines focusing on marketing. The marketing plan has demonstrated Texas Children’s Hospital in Houston, Texas and surrounding areas are able to benefit and utilize services for women and children. Utilizing a marketing strategy is important for all marketing organizations. There are several objectives and goals, the main priority is to demonstrate a great

12 example of a healthcare organization that follows their vision, mission and value statement. Implementing a strategic plan will only be successful with a marketing plan that is achievable through employees, shareholders, stakeholders, and patients.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

13 References Betto, F., Sardi, A., Garengo, P., Sorano, E. August 2022. The Evolution of Balanced Scorecard in Healthcare: A systematic Review of Its Design, Implementation, Use and Review. National Library of Medicine. Article retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC940 Oster, Kenneth. 2023. Sources of Information for SWOT Analysis. Hearst Chronicle. Article retrieved from https://smallbusiness.chron.com/sources-information-swot-analysis Purcara, Victor Lorin. Apr-Jun 2019. The impact of marketing strategies in healthcare systems. Journal Of Medicine and Life. Pages 93-96. Doi: 10.25122/jml-2019-1003 Qin, X., Wang, B., Zhao, J., Wu, P. July 25, 2023. Learn from the best hospitals: a comparison of the mission, vision and values. BMC Health Services Research. https://www.ncbi.nlm.nih.gov/ Texas Children Hospital (TCH). 2023.Texas Children’s Hospital. https://www.texasChildren’s.org/ Topor, D., Dickey, C., Stonestreet, L., Wendt, J., Woolley, A., Budson, A. October 19, 2018. Interprofessional Health Care Education at Academic Medical Centers: Using a SWOT Analysis to Develop and Implement Programming. National Library of Medicine. Article retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6342375 Ventola, C. Lee. July 2014. Social Media and Health Care Professionals: Benefits, Risks, and Best Practices. PMID: 25083128 , Pages 491-499.

14 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576 Willman, J., Lucke-Wold, B., January 3, 2022. An Approach to Improving Clinical Morale: Targeting a Positive Culture. NIHMS1762280, PMID: 34984420. Pages 36-39. Article retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8722529 Wu, A., Hannawa, A., Kolyada, A., Donaldson, L. The aspects of healthcare quality that are important to health professionals and patients: A qualitative study. June 6, 2022. Volume 105, Issue 6. Pages 1561-1570. Article retrieved https://www.sciencedirect.com/science/article

kalahpowellmha 626 finalpaper

Related Documents