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Southern New Hampshire University *
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Health Science
Date
Dec 6, 2023
Type
docx
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3
Uploaded by AdmiralProton12466
Niyoca Daley
Instructor:Andrea Linder
HCM-325-x6929
July 16, 2023
First Medcare Inc is a Multi -Specialty Medical Services ( Primary and Urgent Care).
First Medcare Inc mission is to provide the Brooklyn, New York community with on-
site diagnostic services for all ages. Patient care is their top priority, patients of all
ages receive a continuum of care that evolves to meet their every need. The scope of
services at First Medcare Inc Include, Allergology, Cardiology, Dentistry,
Dermatology, Endocrinology, Family Medicine, Gastroenterology, Pediatrics
Gynecology, Podiatry, Nephrology, Ophthalmology. Located at 8707 Flatlands
Avenue Brooklyn, New York, 11236. The geographic service area where First
Medcare is located is a well populated area where there is public transportation and
easy access to the facility and also walking distance to use transit services. The
service I wish to recommend to Ophthalmology is Lasik Eye Surgery. Lasik eye
surgery offers significant marketing opportunities. By capitalizing on these marketing
opportunities a facility specializing in this service effectively attracts potential
patients, differentiates itself from competitors, and establishes its expertise and
credibility. With careful revision and identification of a marketing strategy of
personalized messaging, educational content, positive feedback and community
engagement can contribute to the facility’s growth and success in the Lasik surgery
market
.
Lasik is a popular surgical technique used to correct vision problems such as
nearsightedness, farsightedness and astigmatism. Lasik may be used to correct the
vision of persons who do not want to wear contacts or glasses. This also helps on the
financial side, as it eliminates the constant purchasing of glasses and contacts so it
will benefit the patient or consumer. Lasik is a widely recognized and sought after
procedure and has high economic value. The vision of the organization would align
with the marketing initiative as it would provide quality service prioritizing the
consumers or patient needs and provide excellent marketing for the other services at
the facility. The marketing initiative that I would use in terms of Laser Eye Surgery is
to provide a theme that contributes to engage the consumers attention “ Clearer
Vision for a Brighter Tomorrow” I would use this theme to get consumers attention
by placing it on banners or a visible posters that will grab the attention of the
consumers
entering and exiting the facility. Since the new service will be added to
the ophthalmology department there would be posters set up of the new service along
with brochures available in the waiting rooms that have all the details of the new
service. The importance of this to the organization is to inform the patients of the
benefits of laser eye surgery, and provide patients with trusting the new service and
the organization. By emphasizing the benefits and life-changing attributes of the
procedure. The initiative would allow us to build brand equity and drive the growth of
revenue. Current issues with laser eye surgery are the misconceptions of laser eye
surgery and awareness such as safety, side effects or outcomes. Marketing initiative is
necessary to address all the issues that are linked to laser eye surgery and promote the
benefits of
laser eye surgery in an effective manner. The marketing initiative will
educate the target audience about the procedure, and help to build trust and integrity
in the organization. It will also help patients in decision making about their vision and
consider the organization as a reliable place for this service. Knowing your customers'
needs is very important in marketing laser eye surgery. It helps
in shaping the
marketing strategies to effectively reach the targeted customers. Understanding the
customers' needs, wants and preferences can help to create marketing campaigns that
will attract them and build trust. Getting to know the needs of customers is
the key to
giving great quality service. The benefits of this result into strong consumer relations
and new sales through positive word-of-mouth recommendations. Primary customers
are the people with vision problems that need laser eye surgery, they need their vision
problems to be corrected. Primary customers want long term results to enhance their
quality of life. Primary customers' preference is to not have trouble finding parking at
the facility, eye surgeons have experience and affordable costs or payment plans.
Secondary customers are family members or friends that are considering having laser
eye surgery. Primary customers need to rely on the satisfaction of the primary
customers, they need to know from the primary customer that laser eye surgery is safe
and effective. Secondary customers also want to improve their eye vision and quality
of life. Secondary customers would like to hear testimonials from other successful
patients laser procedures and information about the procedure. The four P’s of
marketing as it relates to laser eye surgery are Product, Price, Place and Promotion.
Product: Laser eye surgery is designed to attract the targeted consumer that needs the
service. Price of the laser eye surgery is the amount of money associated with the
product offered by the organization. Place: This is based on the access of the service,
will it be accessible to the targeted consumer. Promotion: Great communication and
educating the consumers about laser eye surgery opens up the gateway of trust that
the procedure is safe and has great benefits and outcome, it helps to convince the
consumer to want to invest in this service. The drivers of demand for marketing laser
eye surgery have several factors that influence consumer decision making. The
primary demand for laser eye surgery is vision problems. Individuals with
nearsightedness and farsightedness, may have difficulties in their daily lives, such as
blurred vision, eye strain or need eyewear. Laser eye surgery offers the solution of
fixing these vision problems, which may help in improving their quality of life. Laser
eye surgery attracts individuals that like convenience and have an active lifestyle.
Wearing eyeglasses may have some restrictions with certain activities. For example
athletes, swimmers, or those who may find glasses or contact lenses as difficult to
deal with. Cost savings may be a factor or relevance of drivers demand when it comes
to laser eye surgery. Repeatedly replacing glasses or contact lenses, regular eye
examinations can accumulate expenses over time. Laser eye surgery may reduce these
ongoing costs or eliminate them, this gives individuals the option of saving money for
a long time. Technology advancements are also drivers of demands for laser eye
surgery. As technology evolves it allows for more improved safe and accurate
measures in appealing individuals to seek the demand of services and attract targeted
patients because it offers shorter recovery times and reduced risk of complications,
therefore driving demand.
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