Week 3 506 project

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Dec 6, 2023

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MARKETING CASE STUDY 1 Marketing Case Study Carla Bennett University of Phoenix Professor Michelle Stern MHA 506: Ethical Marketing: The New Health Care Economics December 3, 2023

MARKETING CASE STUDY 2 Marketing Case Study Over the past ten years, three entities, East River Medical Center, Northern Mountain Hospital Consortium, and Archway Hospital merged to form the East Chestnut Regional Health System (ECRH)(EastChestnutRegionalHealthSystem,2023). The primary goal for this coming together was for the new organization, or ECRH, to become a leader in healthcare by enhancing healthcare services to meet the community's needs. Besides, to ensure ECHR realizes this target, it contracted a marketing consultancy to conduct extensive marketing research and guide the organization on the best possible way to reach its primary goal. It is critical to understand that entities often conduct marketing research to understand their consumers regarding purchasing power, preferences, and buying behaviors to provide products or services that meet the needs of a particular market segment or population. Faith & Main Consultants have successfully conducted a market survey on women's services for ECRH, providing invaluable insights on how to improve and expand these services (East Chestnut Regional Hospital,2023). . A decline in women's services and increased competition that provides alternative and improved services were the fundamental reasons for the market study (East Chestnut Regional Hospital,2023). Notably, the competition provides breast cancer and neonatal intensive care units. The marketing research aimed to establish what women within the organization's operational location or community needed from a healthcare facility. Faith & Main's primary report indicates that 72% of women prefer using ECRH to access healthcare services(East Chestnut regional Health system,2023). A survey also revealed that women in this area demand services like gynecology, breast cancer, and general health for females. They also show interest in receiving health services from female physicians and prefer accessing many services at one point or a "one- stop shop" for convenience. In addition, the survey shows that a considerable percentage of women expect and prefer same-day appointments. Although all the data Faith & Main found

MARKETING CASE STUDY 3 is accurate, they are likely to have missed something. In this sense, gathering secondary information would be appropriate to identify the missing critical information. Upon conducting secondary research, healthcare stakeholders have argued whether separating the women's services to meet the needs of each gender would be appropriate. A significant percentage of these policymakers hold that women have various healthcare needs than their counterparts or men. The debate starts due to the fact that decision-makers must establish if separating services would be more cost-effective than combining them. However, it is essential to note that women's healthcare is unique, and particular elements of healthcare could concentrate on the needs of women, but separating them would not be cost-effective. A study by Nugus et al. (2021) revealed that location and cost-efficient healthcare services are what women find more essential when needing healthcare. Another article by Roed et al. (2021) also stated that women are more concerned with location and care level when accessing healthcare services. The authors noted that women are impressed by excellent healthcare professionals during childbirth. Besides, mental health comprises an aspect of women's healthcare that was missed. Women's healthcare needs are unique and require special attention, just like any other aspect of their healthcare. Women often suffer from post-delivery depression, and they always feel uncomfortable and unsafe receiving assistance in an inpatient mental health unit. Therefore, identifying approaches to tackling women's needs in a hospital context can go a long way in assisting this population in fighting off stigma and feelings of embarrassment when seeking mental health assistance. It is essential to note that Faith & Main and the secondary research are correct in their findings. However, the mental health of women must also be considered in making the marketing decisions relating to the women's health services. Direct interviews and surveys comprise the marketing research tools that would be effective in understanding women's mental health needs. They are easy to administer and cost-effective. Also, the

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MARKETING CASE STUDY 4 organization will obtain first-hand information from potential consumers using interviews and surveys. Since marketing research and activities impact the entity's achievement, an overall understanding of the targeted area is essential (Hanaysha et al., 2021). Demographic data enables marketers to understand better the people and their needs that must be met. Based on the case study, it can be noted that most women are within the childbearing age. Therefore, integrating gynecological services becomes appropriate. Also, understanding the median income enables the organization to price its services. For instance, high median income can influence higher prices to maximize revenue.

MARKETING CASE STUDY 5 References EastChestnutRegionalHealthSystem,2023, https://vle.phoenix.edu/ultra/courses/_409337_1/o utline.Case study Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET) , 12 (6), 56-72. Nugus, P., Travaglia, J., MacGinley, M., Colliver, D., Mazaniello-Chezol, M., Claudio, F., & Lewis, L. D. (2022). Conceptual foundations of organizational structure: re- structuring of women's health services. Journal of Health Organization and Management , 36 (3), 332-350. Roed, M. B., Engebretsen, I. M. S., Mangeni, R., & Namata, I. (2021). Women’s experiences of maternal and newborn health care services and support systems in Buikwe District, Uganda: A qualitative study. PloS one , 16 (12), e0261414.

Week 3 506 project

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