IHP 510 Milestone Three

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Southern New Hampshire University *

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IHP 510

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Marketing

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Feb 20, 2024

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Jennifer Duffie SNHU IHP-510 Marketing Com Strat Outreach Final Project Milestone Three January 28, 2024

MARKETING STRATEGIES A.) Behavioral health services play a crucial role in addressing mental health issues, and hospitals increasingly recognize the importance of expanding and promoting these services. This marketing plan explores effective marketing strategies to achieve the goal of expanding behavioral health services at Bellevue Hospital. These strategies aim to enhance the visibility, accessibility, and reputation of Bellevue Hospital's Behavioral Health services, ultimately driving increased patient engagement and community support. By understanding the unique challenges and opportunities in marketing behavioral health services, Bellevue can better reach its target audience, reduce stigma, and improve community well-being. Bellevue Hospital is long-standing committed to providing high-quality healthcare services to its community. The hospital aims to expand its offerings in response to the growing need for Behavioral Health services. To develop successful marketing strategies, hospitals must first understand their target audience. Behavioral health services cater to individuals of all ages, backgrounds, and demographics. Therefore, a comprehensive understanding of the community's needs, preferences, and cultural nuances is crucial for tailoring marketing efforts. Bellevue’s mission and values aim “To extend equally to all New Yorkers, regardless of their ability to pay, comprehensive health services of the highest quality in an atmosphere of humane care, dignity, and respect” (About NYC Health + Hospitals - NYC Health + Hospitals, 2022). Their mission statement helps me conclude that Bellevue strives to extend services to all individuals of all ages. Which is what this expansion targets. In the modern era, digital platforms offer powerful tools for reaching and engaging with diverse audiences. Bellevue should invest in a robust online presence, including a user-friendly

website, social media channels, and online advertising. Tailored content, such as blog posts, videos, and infographics, can effectively convey the value of behavioral health services expansion and address common concerns. Developing personalized marketing campaigns based on the target audience's specific needs can enhance the effectiveness of promotional efforts. Bellevue should segment its audience and tailor messaging to address different demographic groups' unique challenges and concerns. Personalized campaigns create a sense of relevance and resonate more deeply with the community. Hospital staff, especially those in direct contact with the community, play a crucial role in the success of marketing strategies. Investing in training programs to educate staff about behavioral health services and encouraging their active involvement in community outreach efforts can strengthen the hospital's overall marketing approach. Also, continuous monitoring and evaluation of marketing efforts are essential to gauge effectiveness and make necessary adjustments. Bellevue should utilize key performance indicators (KPIs) such as website traffic, social media engagement, and community participation in events to assess the impact of their marketing strategies. B.) Effective marketing strategies are essential to ensure the success of this expansion, as they play a crucial role in communicating the value of services, attracting patients, and building a positive brand image. Behavioral Health services encompass a wide range of programs and treatments. Behavioral Health services encompass a wide range of programs and treatments. To effectively market these services, Bellevue Hospital must clearly define and communicate its offerings. This involves creating a compelling narrative around the quality, diversity, and accessibility of the services. Key product-related marketing strategies include Service differentiation: Highlight unique aspects of Bellevue's Behavioral Health programs, such as specialized treatments, expert staff, and innovative therapies. Patient testimonials: Share success

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stories and positive experiences from individuals who have benefited from Bellevue's Behavioral Health services. Determining an appropriate pricing strategy is critical in the context of healthcare services. Bellevue Hospital must consider factors such as insurance coverage, affordability, and perceived value. Key pricing-related marketing strategies include Transparent pricing communication: Communicate the cost of services, potential insurance coverage, and any available financial assistance programs. Value proposition: Emphasize the value patients receive in terms of improved mental health and well-being. Promotional strategies are crucial for creating awareness and generating interest in Bellevue Hospital's Behavioral Health Services. Digital marketing: Utilize online platforms, social media, and search engine optimization to reach a broader audience. Educational campaigns: Develop informational materials, workshops, and webinars to educate the community about mental health, reduce stigma, and promote the hospital's services. In addition to the traditional 4Ps, the "People" aspect is crucial in healthcare marketing. Bellevue Hospital should build positive relationships with patients, staff, and the community. Staff training: Ensure staff members are trained to provide compassionate and culturally competent care. Community engagement: Involve hospital staff in community events, forums, and support groups to establish a strong presence and build trust. C.) Bellevue targets all individuals in New York, and their Behavioral health services cater to individuals of all ages, backgrounds, and demographics. As part of their mission, Bellevue’s Behavioral Health services “is to restore patients as vital, healthy participants in their families and communities” (Behavioral Health - NYC Health + Hospitals, 2022) D.) The existing marketing strategies at Bellevue Hospital include traditional methods such as print materials, word-of-mouth referrals, and limited online presence. While these approaches may have been effective for general healthcare services, Behavioral Health services demand a

more targeted and nuanced approach. Behavioral Health services often face the challenge of stigma, which can deter individuals from seeking help. The current strategies may not effectively address this issue, necessitating a more comprehensive and sensitive marketing approach. In an era dominated by digital communication, the hospital's limited online presence may hinder its ability to reach a wider audience, particularly the younger demographic seeking mental health support. Expanding Behavioral Health services requires strong community engagement. The current strategies may need more community-focused initiatives to build trust and foster collaboration. E.) The proposed marketing strategies align with the identified target market by addressing the unique needs and preferences of individuals seeking Behavioral Health services. The tiered pricing structure accommodates diverse socioeconomic backgrounds, while the strategic placement of services ensures geographical accessibility. The promotional efforts aim to destigmatize mental health, appealing to a broad audience and creating a sense of community support. F.) The selection of marketing strategies will be guided by ethical considerations, ensuring the promotion of behavioral health services is responsible and compassionate. All marketing materials will accurately represent the hospital's behavioral health services, setting realistic expectations for potential patients. Adherence to patient confidentiality laws and ethical standards will be paramount. The hospital will prioritize safeguarding patient privacy in all marketing communications. Considering the diverse population in the target market, marketing materials will be culturally sensitive, avoiding stereotypes and promoting inclusivity. The hospital will ensure that all marketing efforts prioritize informed consent, providing individuals with the necessary information to make decisions about seeking behavioral health services.

COMMUNICATION STRATEGIES A.) Building partnerships with community stakeholders, such as schools, local businesses, and non-profit organizations, can significantly enhance the reach of behavioral health services. Collaborative efforts can include joint awareness campaigns, educational workshops, and resource-sharing initiatives. This approach fosters community support and helps reduce the stigma associated with seeking mental health assistance. Stakeholder Engagement Meetings are an integral part of this marketing plan. Conduct regular meetings with key internal stakeholders, including hospital administrators, department heads, and frontline staff, to present and discuss the marketing plan. Organizing workshops will also be essential to educate staff on the importance of the marketing plan, its role in its implementation, and how it aligns with the hospital's mission—utilizing various communication channels such as newsletters, intranet, and team meetings to disseminate information about the marketing plan and its progress and establishing feedback mechanisms to encourage input from internal stakeholders, fostering a collaborative environment and ensuring continuous improvement. B.) For the marketing plan to be successful, effective communication with stakeholders is crucial to planning and implementation. “Direct stakeholders are involved with the day-to-day activities of a project. Employees can be considered direct stakeholders as their daily tasks revolve around projects at a business. Indirect stakeholders pay attention to the finished project outcome rather than the process of completing it. Indirect stakeholders concern themselves with things like pricing, packaging, and availability. Customers are a type of indirect stakeholder” (The 10 Types of Stakeholders That You Meet in Business - ActiveCampaign, 2021). External stakeholders “are people who have a stake in your success or failure because it could be the difference between winning and losing themselves” (External Stakeholders: What They Are and

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Why You Must Value Them, n.d.). To communicate with direct external stakeholders, it’s crucial to develop patient-centric communication materials, utilize the hospital website and informational brochures, and conduct community outreach events to engage with potential patients. Patients and their families will be direct external stakeholders for this marketing plan. To effectively communicate with indirect external stakeholders, Bellevue should establish partnerships with local community organizations, provide educational resources for referral partners, and host networking events to strengthen relationships. Indirect external stakeholders for this marketing plan will be community organizations and referral partners. C.) For this marketing plan to be effective, cross-departmental collaboration is encouraged. Bellevue is encouraged to collaborate between Behavioral Health and other hospital departments. Sharing success stories and outcomes to inspire teamwork could be an effective strategy for this plan. Additionally, establishing a feedback mechanism for continuous improvement will help drive the success and effectiveness of this plan. The hospital should implement key performance indicators (KPIs) to measure marketing effectiveness. Also, regularly evaluate the success of marketing strategies and adjust the plan based on feedback and evolving community needs. D.) Bellevue must consider ethical criteria to drive communication decisions for stakeholders. Ensuring strict adherence to patient confidentiality laws and regulations and communicating privacy policies to patients is essential to consider. In conclusion, the success of expanding Behavioral Health services at Bellevue Hospital relies on a well-executed marketing plan and effective communication with internal and external stakeholders. By prioritizing ethical considerations, fostering collaboration, and evaluating outcomes, the hospital can enhance its reputation as a leading provider of compassionate and effective mental health services.

References: About NYC Health + Hospitals - NYC Health + Hospitals. (2022, August 10). NYC Health + Hospitals. https://www.nychealthandhospitals.org/about-nyc-health-hospitals/#missionValues Behavioral Health - NYC Health + Hospitals. (2022, June 24). NYC Health + Hospitals. https://www.nychealthandhospitals.org/bellevue/services/behavioral-health/ External Stakeholders: What They Are and Why You Must Value Them. (n.d.). Www.usemotion.com. https://www.usemotion.com/blog/external-stakeholders The 10 Types of Stakeholders That You Meet in Business - ActiveCampaign. (2021, February 8). Www.activecampaign.com. https://www.activecampaign.com/blog/types-of- stakeholders#:~:text=Direct%20stakeholders%20are%20involved%20with

IHP 510 Milestone Three

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