B-Milestone Three-Marketing and Communicating Strategies

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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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7.2 Milestone Three: Marketing and Communication Strategies Milestone Three: Marketing and Communication Strategies Southern New Hampshire University The proposed service I chose for Bellevue Hospital is a Free Screening Program. Health screenings are examinations that check for illnesses before symptoms emerge; this enables

Marketing and Communicating Strategies medical professionals to identify illnesses quickly and treat patients. It may strain the health system because it requires substantial investments in resources like employees, equipment, and information technology. Early diagnosis, in contrast, is an approach that only targets those with symptoms, a much smaller population that requires fewer resources. A successful screening program can significantly improve public health. Marketing Strategies To effectively execute a marketing strategy, it is imperative to thoroughly identify and prioritize the health needs of the people served by NYC Health+ Hospitals/Bellevue. The implementation of a systematic approach is essential for the successful implementation of a free screening program. According to the Community Health Needs Assessment 2022, the communities served by NYC Health + Hospitals/Bellevue are disproportionately affected by many adverse daily stressors and obstacles that contribute to and exacerbate chronic diseases and health disparities. These include but are not limited to pregnancy-related disparities, asthma, hypertension, diabetes, aging and frailty, substance abuse disorder, mental health, and violence. Community outreach is a crucial component of any organization's marketing plan if it hopes to impact its neighborhood positively. The community may benefit from working with other community organizations, such as the five borough-based focus groups, the 12 community forums, and the Community Health Needs Assessment Team, to educate, support, and provide additional outreach initiatives to increase health awareness. You may reach a broader and more diverse population by collaborating with other health professionals and volunteers to share knowledge, skills, and resources. 4and 5Ps

Marketing and Communicating Strategies Healthcare marketing revolves around the four Ps: place, product, promotion, and price, and these elements must be meticulously considered while devising a marketing strategy for the free screening program. Bellevue, one of the oldest hospitals in America, has gained valuable insight into its community's needs through a comprehensive community assessment, allowing it to control its location and product offerings. As a public hospital, Bellevue receives government funding for several programs that aid patients in covering their care expenses. Additionally, they provide flexible payment options based on income, avoiding unexpected customer service costs. Bellevue is proud of its legacy and uses it as its primary marketing tool to attract patients seeking high-quality healthcare services. Patients, physicians, payers, the public, and politics are the Five Ps of healthcare marketing. The public is the first "P" addressed in the marketing mix; due to the people in the community being most affected by not having health insurance and other disparities, we must be able to communicate and engage with them. The public is also a target market; if the marketing is done correctly, they will become patients of Bellevue Hospital. The physicians are the second "P" in the marketing and communication strategy. The health professionals involved in the day- to-day care of patients, such as clinical social workers, nurses, and community providers, be aware of the program and willing to accept new patients, provide an update on attendance and program statistics, and provide input that may be valuable for future marketing strategies. this goal is essential for marketing strategies evaluation by The NYC Health + Hospitals/Bellevue in identifying and defining her marketing potential (strengths and opportunities) toward capturing the target market. Target Market As of July 2021, the NYC Census reported a population of 8.3 million people. Of these, 39.8% are White, 23.4% are Black, 14% are Asian, 0.5% are American Indian, and 28.9% are Hispanic. In 2021, 5.2% of New Yorkers did not have health insurance. In New York City, the

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Marketing and Communicating Strategies percentage of residents without health insurance varies by legal status. Undocumented people have the highest uninsured rate at 47%, while legal noncitizens have a 12.6% uninsured rate. Naturalized citizens have a 6.1% uninsured rate, native-born citizens have a 4.8% uninsured rate, and 41.9% of the NYC population was covered by government, federal, and local health insurance. The target market for the free screening program would be the uninsured population within the Bellevue Hospital community and rural communities outside of NYC. The goal is to decrease the gap between uninsured citizens of NYC. NYC Health + Hospitals aims to create a complete health system that empowers New Yorkers to lead their healthiest lives. Currently Used Marketing Strategies Bellevue Hospital aims to communicate effectively to inform and engage staff, patients, and communities about its health equity principles and goals. They also want to ensure that their health information materials, products, and services are accessible and understandable to patients and communities. Although when googling Bellevue Hospital, the marketing strategy of having health information materials and products accessible and understandable to patients within the community, navigating the hospital’s website was challenging because it was all in English. Locating a physician in your language was the only option. Building awareness is challenging, especially in communities with linguistic and cultural barriers. Those who speak English as a second language face a disproportionate burden of unresolved problems. Proposed Marketing Strategies Appropriate The proposed marketing strategy is a perfect fit for the target market. Community Outreach is an incredible way for groups of people to identify and solve existing problems within their small communities. It provides the necessary resources and means to tackle these challenges head-on. Community Outreach aims to study a particular demographic and their

Marketing and Communicating Strategies unique needs, raise funds, and establish systems to help them overcome those needs while promoting learning and self-sufficiency. Ethical Criteria The ethical criteria that guided the selection of community outreach as a marketing strategy were Bellevue’s mission statement; to extend to all New Yorkers, regardless of their socioeconomic status, and provide comprehensive health services of the uppermost quality in the atmosphere of humane care, dignity, and respect. It aligns with The American Health Information Management Association (AHIMA) code of ethics to put service and the health and welfare of persons before self-interest and conduct oneself in the practice of the profession to bring honor to oneself, peers, and the health information management profession (AHIMA, 2019). Communication Strategies Effective healthcare marketing communication can be challenging, as it involves tailoring the language and messaging to resonate with specific target audiences. The nuances of the healthcare industry require a careful approach to ensure that the message is informative and engaging while maintaining the necessary level of professionalism. It is vital to take into consideration the unique needs and perspectives of the intended audience to ensure that the messaging is clear, concise, and impactful. The internal stakeholders at Bellevue Hospital may include the board, internal employees, volunteer groups, and donors, to name a few (Berkowitz, 2022). The marketing plan’s success relies heavily on valuable insight and input from clinical and administrative staff. Their extensive knowledge of the day-to-day operations and the patients seen daily is crucial in determining whether the marketing plan effectively targets the right

Marketing and Communicating Strategies market. Documenting and gathering feedback and assessing the plan's effectiveness would be advisable. This will ensure that the marketing plan is tailored to the patient’s demographics and needs, resulting in a more successful outcome. The healthcare industry has multiple key stakeholders, including physicians, patients, insurance companies, community leaders, public health officials, and legislators. Marketing communication is both a science and an art. Science is the knowledge and skills needed to manipulate, draft, and send messages and information to the desired receivers (Cellucci et al., 2014). For any marketing plan to succeed, it is crucial to engage in meaningful conversations with healthcare professionals and public health officials about healthcare policy changes, to comprehend the expectations and attitudes of healthcare consumers truly. This two-way communication is an essential component of effective marketing strategies in the healthcare field. Collaboration & Effectiveness of the Marketing Plan The strategy for communication has proven to be highly effective in fostering collaboration among different parties. Collaborating with the internal and external stakeholders has made significant strides in improving the overall health status of the community. It is critical in developing the marketing plan’s efficacy, enabling it to achieve its objectives promptly and efficiently. However, given the busy schedules of public health officials and healthcare professionals, arranging meetings or establishing contact with them can be challenging. Nonetheless, the benefits of such engagements cannot be overstated, and every effort should be made to ensure that they are conducted successfully.

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Marketing and Communicating Strategies Ethical Criteria The Code of Ethics developed by the American College of Healthcare Executives (ACHE) serves as a comprehensive guide that effectively unifies and connects healthcare executives. The ethical codes outlined emphasize the importance of conducting professional activities with integrity, honesty, courtesy, impartiality, justice, and sincerity to uphold the dignity and value of the healthcare profession. Additionally, healthcare practitioners must comply with all legal statutes and regulations governing healthcare leadership in their respective jurisdictions where they carry out their professional duties. The primary objective is to ensure stakeholders receive and accurately interpret the proposed message.

Marketing and Communicating Strategies References: Benefits of health screenings: Onsite Health (2022) OnSite Health | Dedicated to Employee Health . Available at: https://onsitehealthnurse.com/benefits-of-health-screenings/ (Accessed: 17 August 2023). Cellucci, L. W., Wiggins, C., Farnsworth, T. J . (2013). Healthcare Marketing: A Case Study Approach . Health Administration Press. 2022 community health needs assessment (CHNA) and implementation strategy plan (2022a) NYC Health + Hospitals . Available at: https://www.nychealthandhospitals.org/publications-reports/2022-community-health- needs-assessment/ (Accessed: 18 August 2023). Outreach program: Its definition, purpose, and how it works (2022) ChildHope Philippines . Available at: https://childhope.org.ph/community-outreach-program-definition/ (Accessed: 19 August 2023). What is public health? Available at: https://www.apha.org/what-is-public-health (Accessed: 19 August 2023). U.S. Census Bureau quick facts: New York City, New York . Available at: https://www.census.gov/quickfacts/fact/table/newyorkcitynewyork/AGE135222 (Accessed: 19 August 2023). Studies, C. for M. (2021) The Health Insurance Gap in New York City: Promoting citizenship for a healthier Tomorrow , The Center for Migration Studies of New York (CMS) . Available at: https://cmsny.org/citizenship-health-nyc-kiefer- Marketing | The Bellevue Hospital . Available at: https://www.bellevuehospital.com/departments/marketing (Accessed: 18 August 2023).

Marketing and Communicating Strategies You are being redirected... Available at: https://www.cwwilliams.org/understanding-the- significance-of-community-outreach-programs/ (Accessed: 18 August 2023). Ahima Code of Ethics (no date) AHIMA Code of Ethics / AHIMA, American Health Information Management Association . Available at: https://library.ahima.org/doc?oid=105098 (Accessed: 20 August 2023). Berkowitz, E. N. (2022). Essentials of health care marketing (Fifth edition). Burlington, MA: Jones & Bartlett Learning.

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