IHP 510 Q1461 Final Project Jeff Westmoreland
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IHP 510- Q1461 Marketing Com Strat Outreach 9-1 Final Project: Marketing and Communication Plan
Jeff Westmoreland
Introduction
A.)
Bellevue Hospital’s mission is to deliver high-quality healthcare to all, regardless of ability to pay, affirming its commitment to public health. The vision is to be a leading public hospital providing superior, compassionate care, standing as a beacon of hope and wellness for the community. Its strategic goals focus on improving patient satisfaction, reducing readmission rates, and increasing access to mental health services and the rising demand for these services (nychealthandhospitals.org). B.)
Currently, Bellevue provides comprehensive psychiatric services, including impatient, outpatient, and emergency services. However, the increasing community need and changes in
the healthcare landscape necessitate an expansion of these services to meet demand and improve access, particularly for underserved populations.
C.) Stakeholders include a wide array of individuals and groups: patients who require psychiatric services, healthcare providers like doctors and nurses who deliver care, hospital administrators who manage the operations, local government bodies that regulate healthcare, insurance providers who fund the services, social workers who bridge the gap between the hospital and community, and the local community that Bellevue serves (nychealthandhospitals.org).
D.)
The proposed expansion aligns perfectly with Bellevue’s mission and vision by improving access to quality mental health care, thus directly improving patient satisfaction. Additionally, by addressing unmet needs, it contributes to reducing readmission rates, aligning with the strategic goals.
E.)
The current target market focuses on individuals in the New York City area, particularly those whose may lack access to mental health care due to financial constraints, social stigma,
or other barriers (nychealthandhospitals.org). This includes low-income individuals, the homeless, immigrants, and those without insurance.
Situational Analysis
A.)
Market Factors: New York City has a growing need for mental health services, particularly among underserved populations (apa.org). There’s a significant lack off accessible, affordable services for low-income individuals. Additionally, changes in health policy, like the expansion of mental health coverage under insurance plans, impact the demand and delivery of services(apa.org).
B.)
Proposed Service: The marketing plan propose an expansion of Bellevue’s outpatient mental health services, with a particular focus on underserved populations. This addresses
the identified weakness in the market – the gap in accessible mental health services for vulnerable groups.
C.)
Marketing Goal: Increase awareness and utilization of Bellevue’s outpatient mental health services by 20%over the next year. Specific metrics to track might include the number of new patients, the number of return visits, and patient satisfaction scores.
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D.)
This marketing goal aligns with Bellevue’s mission to improve access to care, its vision
to provide superior care, and its strategic goals to improve patient satisfaction, and reduce
readmission rates(nychealthandhospitals.org).
E.)
Competition: Other hospitals in the area, private psychiatric clinics, and telehealth services all provide similar services. Bellevue sets itself apart with its commitment to serve all individuals, regardless of ability to pay.
F.)
Bellevue’s marketing strategies adhere to the healthcare industry’s ethical standards, emphasizing truthfulness in how services are promoted, fairness in reaching out to all sectors of the community, and respect for patients’ rights and autonomy(nychealthandhospitals.org).
Marketing Strategies
A.)
Marketing Strategies: Engage the community through social media campaigns that raise awareness about mental health issues and Bellevue’s services. Form partnerships with community organizations and local influencers to reach wider audiences. Organize mental health awareness events in collaboration with these partners.
B.)
Four and Five Ps:
Product- the expanded outpatient mental health service will include a comprehensive range of psychiatric treatments, therapy options, and support programs tailored to meet the specific needs of underserved populations.
Price- Bellevue will ensure that the services are affordable and accessible to the target market. This may include accepting various insurance plans, offering sliding-scale fees based on income, and providing financial assistance programs for those without insurance.
Place- Bellevue Hospital will serve as the primary location for outpatient mental health services, but consideration will also be given to establishing satellite clinics in underserved neighborhoods to improve accessibility for the target market.
Promotion- Marketing efforts will focus on raising awareness about Bellevue’s expanded services through targeted social media campaigns, community events, and partnerships with local organizations. This will include highlighting success stories, testimonials, and the hospitals commitment to providing compassionate care.
Politics- The marketing plan will also consider the impact of healthcare policies and politics, on the delivery of mental health services. By staying informed and advocating for policy changes that support mental health access and affordability, Bellevue can position itself as a leader in the field.
C.)
Target Market: The proposed service will primarily target underserved populations in the New York City area. This includes low-income individuals, homeless, immigrants, and those without insurance. Geographically, the focus will be on neighborhoods with higher rates of mental health disparities and limited access to care.
D.)
The current marketing strategies used by the organization may not effectively reach the proposed target market due to limited outreach efforts and a lack of targeted messaging that addresses the specific needs and barriers faced by underserved populations(osc.ny.gov).
E.) The proposed marketing strategies (essentials of healthcare marketing) are appropriate
for the identified target market because they prioritize community engagement, leverage social media platforms used by the target audience, and establish partnerships with local organizations that have existing relationships and trust within the community.
F.) Ethical criteria guided the selection of marketing strategies by prioritizing patient privacy, cultural sensitivity, and the promotion of accurate information. Strategies will be designed to empower individuals to make informed decisions about their mental health care while respecting their autonomy and dignity.
Communication Strategies
1.) Internal Stakeholders: The marketing plan will be communicated to internal stakeholders through regular meetings, presentations, and workshops. This will ensure that all staff members are aware of the marketing goals, strategies, and their role in implementing the plan. Newsletters, emails, and intranet platform will provide ongoing updates and opportunities for feedback and collaboration between various departments within Bellevue.
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2.) External Stakeholders: The marketing plan will be shared with external stakeholders through various channels. Direct external stakeholders such as local government officials, community leaders, and partnering organizations will receive personalized presentations and meetings to discuss collaboration opportunities. Indirect external stakeholders, including the general public, will be reached through press releases, social media posts, website updates, and community events to directly engage with local residents and to raise awareness about Bellevue’s expanded psychiatric services.
3.) These communication strategies will effectively drive collaboration by fostering open and transparent communication channels between Bellevue and its stakeholders. Regular updates and opportunities for feedback will create a sense of involvement and ownership among stakeholders, encouraging their active participation in
implementing their marketing plan.
4.) Ethical criteria will guide communication decisions for stakeholders of varying sectors of the population by ensuring that information is accurate, culturally sensitive, and respectful of privacy. Confidentiality protocols will be followed when sharing patient
success stories or testimonials, and efforts will be made to provide information in multiple languages to reach diverse communities.
In conclusion, implementing a robust marketing and communication plan for Bellevue Hospital is a critical step towards increasing the hospital’s visibility, improving patient engagement, and driving healthcare outcomes. This plan, which includes targeted outreach initiatives, innovating digital marketing strategies, and a patient-centric communication approach, will not only strengthen Bellevue’s reputation as a leading healthcare provider but will
also ensure that we effectively communicate our value proposition to our target population. By leveraging the power of modern marketing and communication tools, we can reach a wider audience, provide valuable health information, and promote our comprehensive suite of medical services.
Moreover, Bellevue’s commitment to providing unparalleled healthcare services is a story worth telling. By utilizing a strategic marketing and communication plan, we are giving a platform to share this narrative with potential patients, stakeholders, and a broader community. This is an integral part of creating a bond with the community, developing trust, and establishing Bellevue as a healthcare institution that genuinely cares for the health and wellbeing of patients. This in turn, can help increase patient loyalty, improve patient satisfaction, and ultimately, generate more revenue for our hospital.
Lastly, this proposed marketing and communication plan is not just about promoting Bellevue Hospital, it’s about fostering a healthier community. By providing useful health information and promoting preventive care through our marketing channels, we can play a crucial role in the overall health of the community we serve. The true measure of success for Bellevue Hospital is nit just the growth in patient numbers or revenue, but the positive impact we
make on the health and lives of our patients and community. Therefore, investing in this
marketing and communication plan is not just a strategic business decision, it’s a commitment to our mission of providing exceptional healthcare services and promoting community health.
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References;
New Yorkers in Need. A Look at Poverty Trends in New York. www.osc.ny.gov/reports/new-
yorkers-need-look-poverty/
http://www.nychealthandhospitals.org/bellevue/health-care-services/
https://www.nychealthandhospitals.org/publications-reports/2019-community-health-needs-
assessment/
W., C. L., Carla, W., & J., F. T. (2013). Healthcare Marketing: A Case Study Approach. Health Administration Press. https://mbsdirect.vitalsource.com/books/9781567936056
Berkowitz, E. N. (2021). Essentials of Health Care Marketing (5th ed.). Jones & Bartlett Learning. https://mbsdirect.vitalsource.com/books/9781284232844
12 Hospital Marketing Strategies for 2023. Retrieved on 11/19/2023 from www.leadsquared.com/marketing
Expanding Community Health Mental- Based retrieved 11/19/2023 from https://www.nyc.gov/community_mental/health