week 2 progect UOP class 506
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East Chestnut Regional Health System Healthcare Marketing Strategies
Carla Bennett
University of Phoenix
MHA/506: Ethical Marketing: The New Health Care Economics week 2
Professor Michelle Stern
November 27, 2023
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Introduction
The presence of goals, the presence of strong leadership, and the diligence of committed
employees cannot guarantee success without a well-defined organizational structure. While
organization is essential to success, the way it is organized can affect the process. Structure can
influence how projects are managed, who makes the decisions, how shared goals and tasks are
communicated, and how the project manager interacts with his team. However, East Chestnut
Regional Health is utilizing an awesome and successful marketing approach that puts the
company in a good monetary and moral state.
The structure of an organization can influence the entire company if the healthcare
company has outcomes, great goals, strong leadership, and diligent employees. Structures can
influence how a project manager manages a project; the project manager makes those decisions,
communicates shared goals for the company, and ensures the team is aligned with these goals
and how the project is managed. Therefore, looking into
East
Chestnut Regional Health from the
ethical and financial points of view, the company is doing well compared to other healthcare
facilities in the surrounding area.
Despite adhering to ethical standards, East Chestnut Regional Health has been able to
increase its market share and revenue. Therefore, looking into the financial health of this
company, everything has been accomplished from having new and old patients. Additionally, the
healthcare organization has been successful at recruiting new patients by utilizing the word-of-
mouth strategy. encouraging excellent word-of-mouth marketing. East Chestnut Regional Health
operated its business in an ethical manner.
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Mission and objectives
Mission statements explain the fundamental objectives of healthcare organizations and
can assist prospective patients in selecting a provider and employees in finding a place to work.
However, they can be exploited and only provide a limited value when patients are not given
significant options over where to receive care. Healthcare organizations must create
environments that support clinicians in carrying out their professional obligations to patients and
communities, be truthful and transparent about how their mission influences patient care, and
implement mission statements ethically. East Chestnut Regional Health's goal is to give the
residents of our area high-quality, compassionate healthcare(East Chestnut Regional Health
System,2023). We are dedicated to providing the best clinical care, instruction, and research
possible. However, treating the underprivileged people in our communities is one of the
organization's goals. Ensuring universal access to healthcare, irrespective of financial capacity, is
an additional goal. The company is dedicated to providing the best clinical treatment, instruction,
and research possible.
Organizational structure and culture
Organizations can accomplish the goals they set thanks to organizational structure. The
selected organizational structure largely determines how roles, legitimacy, and duties are
assigned and coordinated to accomplish the organization's objectives(Buelow, Zuckweiler,
Rosacker, 2010).. East Chestnut Regional Health has a hierarchical organizational structure in
which the healthcare organization is based on the methodical assignment of tasks to healthcare
personnel according to their degree of training, authority, and credentials. East Chestnut offers a
structure outlining the company's decision-making procedures and reporting lines. It aligns with
the board of directors that oversees the well-being of the organization. The healthcare entity has
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multiple overseers: the CEO, the COO, and the CFO. Each leader holds an important position in
the hospital.
The CEO focuses on risk management, capital allocation, and strategy planning.
The COO reports critical data to the hospital's CEO. overseeing the day-to-day activities of a
hospital. Also, he or she maintains constant communication with hospital department leaders to
assess their need for additional people or resources, guarantee smooth operations, and report
critical data to the hospital's CEO while overseeing the day-to-day activities of a
hospital(Buelow, Zuckweiler, Rosacker, 2010).. Maintaining constant communication with
hospital department leaders to assess their need for additional people or resources and to
guarantee smooth operations. The chief financial officer at East Chestnut oversees all financial
risks for the organization and ensures that a system operates as economically as possible Shortt,
2014).
Current marketing strategies
ECRH will accomplish that by providing more diagnostic breast imaging in addition to
mammograms, as well as cancer programs awareness raising as well as cancer imaging(East
Chestnut Regional Health System,2023). They are also planning to enhance the facilities and
services that are now available in the healthcare industry. will increase the financial income for
the capacity and raise the standard of patient treatment in their original location. Finally, ECRH
will make cardiac rehabilitation services available to the community. This may mean that ERCH
has to hire 50% more cardiologists than it does at the moment.
Current financial analysis
In order to reap the largest profits of any company servicing that market, ECRH aims to
gain a dominating share of the market. It will also include gaining the prestige, authority, and
leadership that come with such supremacy (Buelow, Zuckweiler, Rosacker, 2010). One issue is
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that Banford Medical Center (BMC) is a significant rival of ECRH. Because they believe that
BMC, which has the biggest market share of 85%, is the sole rival preventing them from splitting
the earnings made in the same sector. Technology will be the driving force behind ECRHS
because of the opportunity it presents for the business. It will increase revenue and foster client
loyalty, both of which are essential to their success. ECRH understands that the biggest
technological benefit is that it will be able to reach a lot of new customers that it otherwise would
not be able to. Referral programs and a vibrant, engaging online presence are essential for
ECRH's marketing and change implementation efforts. These websites and initiatives, together
with integrated marketing sources, are available to staff, physicians, and partners. It would need
more than simply visits to teaching hospitals and institutions to hire additional cardiologists.
Making a good initial impression on cardiologists will encourage them to return to work with
ECRH, thanks in part to the ECRH website. The next product will maintain high employee
involvement, and communication and repair modifications will stay precise and unambiguous.
Competitive Advantage
It is essential to provide services that are on par with the services offered by rivals in
order to ensure that patients consistently choose to visit ECRH( Buelow,
Zuckweiler.
Rosacker,2010). However, it is crucial to thoroughly test the services and products offered by
rivals to continuously enhance our work's effectiveness in the ECRH field.In order to get a
competitive edge over BMC, our strategy involves leveraging innovation, providing exceptional
services delivered by highly skilled professionals, using state-of-the-art medical technology, and
ensuring minimal waiting times while maximizing positive patient outcomes.
Current value chain analysis
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The ECRH campus spans more than 300 acres and includes residential areas, recreational
facilities, administrative buildings, and support structures(East Chestnut Regional Health
System,2023). The use of ECRH will provide patients with convenience and efficiency in terms
of services and facilities, leading to increased loyalty and income. The Women's Health
Department has surpassed others in terms of size and quality due to the high demand for services
at ECRH among women. Some patients are willing to travel to a different city in order to get
exceptional treatment.There is a scarcity of healthcare personnel at the Emergency Department
during weekends and nighttime.The oncology department has had a significant influx of patients
since its grand launch and is now operating efficiently with a strong team of medical
professionals.The Cardiology Department is actively recruiting experienced medical
practitioners approaching retirement age, aiming to secure a more promising future.
Current target market
Target marketing is used to address consumers' specific needs and wants. Providing
specialized services for women, such as breast care and neonatal intensive care unit (NICU),
together with offering women-focused education, would assist in attracting female
customers.Given that 72% of women in Chestnut County and 30% of women in nearby counties
express interest in using ECRH for their healthcare needs, it is imperative that these regions get
primary attention(East Chestnut Regional Health System,2023).ECRH will accept insurance
plans of all types and provide payment alternatives for uninsured individuals to ensure that no
woman is denied care.The ECRH program will focus on the populations of Chestnut County,
Walnut County, Butternut County, and Maple County(East Chestnut Regional Health
System,2023). ECRH will strategically focus on local university medical schools and established
cardiologists to enhance their cardiology workforce.
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External Environmental Factors
Because some demographics are more likely to be interested in a product or service than
others, marketing strategies are sensitive to population size and composition changes. New and
expanding markets, such as those for women's health, emergency services, and cancer, are
required within the community, according to trends such as an increasing population. Therefore,
providing services related to women's health is a crucial opportunity for ECRH. At first, Banford
Medical Center (BMC) was a danger to ECRH as fewer women were going there for healthcare.
But 36 percent of local women would traverse county borders to get top-notch women's health
care, according to the Faith & Main market research(East Chestnut Regional Health
System,2023). ECRHC's women's services are considered by 72 percent of Chestnut County's
female residents.population. Its location is ideal, being close to both retail and heavily inhabited
districts. There's a fantastic chance for ECRH to go forward with its proposal to construct a new
building that will house medical offices and a standalone emergency center.
Conclusion
A solid marketing strategy outlining the actions taken by ECRH is available. Whoever is
in control of the project, when it's implemented, and how it's executed is responsible for its
execution. Additionally, two or more marketing departments share responsibility for taking
action. The purpose of this is to educate and sway. Although the consequences of the market
strategy are sometimes temporary, they will be fruitful in the long run.
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References
Evaluation methods for hospital projects. Hospital Topics, 88(1), 10-17.
East Chestnut Regional Health System,2023,
https://vle.phoenix.edu/ultra/courses/_409337_1/outline.Case study
Shortt, J. (2014). A Historical Perspective of the Effect of the Great Recession on Hospitals: The
Official Voice of Perioperative Nursing. AORN Journal, 100(2), 177-187.
https://doi.org/10.1016/j.aorn.2013.10.026