Marketing Milestone 2 week 5

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IHP-510

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Feb 20, 2024

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Situational Analysis Bernadette Wooten Southern New Hampshire University IHP 510: Marketing, Communications Strategies, and Outreach Dr. Cheryl Avant January 14, 2024

A situational analysis is a necessary step in strategic planning for any organization. Understanding Bellvue’s strengths, weaknesses, opportunities, and threats is key to putting together a successful strategic plan for providing services to the community Bellvue serves. Harrison (2010) notes that an organization’s strengths and weaknesses are from within, and the opportunities and threats are external factors. To complete a situation assessment for Bellvue, one must look at the internal and external factors, propose a new service, set up marketing goal and ensure it is in alignment with Bellvue’s mission, vision, and values, understanding and identify what competition is around and do all the above in an ethical manner. Market Factors There are several internal and external factors that impact an organization’s ability to provide services to patients. The most important factor that impacts an organization is its patients. Without patients, Bellvue Hospital would not be in business. Agarwal et al. (2019) points out that patients, however, are not the center of a healthcare organization regardless of how a patient might drive the need for a service. Providers and staff are a significant factor in Bellvue’s ability to provide services as without providers and staff, patients would not be able to be treated. Regulatory/governing bodies, suppliers, and payers are also additional factors influencing an organization and its ability to provide services to patients and the community. Regulatory/governing bodies such as the Food and Drug Administration or OHSA make policies or laws to follow to provide safe patient care. Payers include private insurance or public health insurance such as, Centers for Medicare and Medicaid Services which determine reimbursement costs and deem services provided were necessary. Suppliers of medical equipment, food, or supplies also have an impact on an organization’s ability to provide services. Without functioning equipment, supplies and food, it is difficult to care for patients.

Propose a Service A service that the women who deliver babies at Bellvue could benefit from would be a one-time home visit during the first week after delivery. Few studies have been done to determine the benefits of a service like this however, Rosenberg (2021) notes some benefits would be providing education, helping identify the family’s needs as well as finding the family appropriate resources. In Labor and Delivery (2023) it is noted that in 2013, Bellvue received recognition for the implementation of the Safe Motherhood initiative. A postpartum home visit service could help to continue the work of this initiative to help new mothers recognize the early warning signs of postpartum complications like severe hypertensive crisis in addition to providing new mothers with safe sleep information for their newborns. In Bellvue’s community needs assessment, Kurz (2022) notes a lack of access to health resources and mental health services was found in this community along with limited access to care which decreased the health outcomes in the community. Marketing Goal A critical part of developing a marketing plan is to have developed a SMART goal. Ogbeiwi (2021) tells us that goals serve three functions. Those functions include structure for planning, target for watching progress and tools for assessing. The specific marketing goal for the implementation of a one-time postpartum home visit is to increase screening for hypertensive crisis to 100% of patients who have limited access to healthcare and who have delivered at Bellvue within one year. This goal is measurable as this information is easily tracked through medical records of deliveries that have occurred within the hospital. It is attainable given some additional resources to allow for this service. This is a realistic goal as the volume of deliveries at this hospital is about 1,200 per year according to Labor and Delivery (2023). And lastly, this

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goal is timely as the time frame is within a year to be able to provide this service to 100% of patients who have limited access to necessary resources. Alignment of Goal This service aligns with the mission, vision, and strategic goals of Bellvue Hospital by providing a service to allow the delivered patients to be able to live their healthiest lives possible by bringing services to their doors. The mission of delivering high quality healthcare, the vision of helping those care for by the staff at Bellvue to live their healthiest lives and the goals of quality care, better care experience and culture of safety are all met with this proposed service. Competition Unfortunately, this service is not a service offered in most areas in the United States and very little information about these services is available. However, Orozco et al. (2023) does note the potential benefits of this service will be to help determine needs identified during these visits and then be able to provide resources to help to decrease or eliminate the health disparities felt by patients. Ethical Criteria Current market strategies for Bellvue include boasting about the state-of-the-art equipment available and services provided to the women of childbearing ages. In addition to the equipment and services, Bellvue also showcases services provided to these women in a way that is easily understood and not distasteful. If there was marketing done that was untruthful or harmful to the audience intended, it would be unethical, but this is not the practice for Bellvue. Hung et al. (2023) notes that promoting services should rely on more than just name and trust but also on expertise and authority related to care.

References Agarwal, R., Dugas, M., Gao, G. (Gordon), & Kannan, P. K. (2019). Emerging technologies and analytics for a new era of value-centered marketing in Healthcare. Journal of the Academy of Marketing Science , 48 (1), 9–23. https://doi.org/10.1007/s11747-019-00692-4 Harrison, J. (2010). Strategic planning and SWOT analysis . Essentials of strategic planning in healthcare . Health Administration Press. Hung, C.-L., Wu, J.-H., Chen, P.-Y., Xu, X., Hsu, W.-L., Lin, L.-M., & Hsieh, M.-C. (2023). Enhancing healthcare services and brand engagement through social media marketing: Integration of Kotler’s 5A framework with Idea Process. Information Processing & Management , 60 (4), 103379. https://doi.org/10.1016/j.ipm.2023.103379 Kurz, C. (2022, August 5). 2022 community health needs assessment (CHNA) and implementation strategy plan . NYC Health + Hospitals. https://www.nychealthandhospitals.org/publications-reports/2022-community-health- needs-assessment/ Labor and Delivery . NYC Health + Hospitals. (2023, August 7). https://www.nychealthandhospitals.org/bellevue/services/labor-and-delivery/ Ogbeiwi, O. (2021). General concepts of goals and goal-setting in Healthcare: A narrative review. Journal of Management & Organization , 27 (2), 324–341. https://doi.org/10.1017/jmo.2018.11

Orozco, J., Rousseau, J., Flores, S., Davis, V. A., Cavenagh, Y., & Kaintz, K. (2023). Postdischarge family needs, as reported by postpartum nurses during home visits. Journal of Obstetric, Gynecologic & Neonatal Nursing , 52 (4). https://doi.org/10.1016/j.jogn.2023.05.060 Rosenberg, K. (2021). Postpartum nurse home visits offer long-lasting benefits. AJN, American Journal of Nursing , 121 (10), 52–52. https://doi.org/10.1097/01.naj.0000794264.86475.7b

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