Bml312 pmh case study

Perpetual Mercy HospitalDowntown Health Clinic

Strategic Marketing Case AnalysisKelly Zeman


4 Objectives of DHC Charter

Expand Perpetual Mercy Hospital’s referral base

Increase referrals of privately insured patients

Establish liaison with business community by addressing employers’ specific health needs

Become self-supporting three years after opening


Services offered at DHC

Preventive health care

Minor-emergency care

Referral for acute & chronic problems

Specialized employer services

Primary health care services

Basic X-ray and laboratory tests


Strategic Marketing Case Analysis

ENVIRONMENTIndustry, Market, Consumers

ORGANIZATIONInsights & Relevant Forces

PLAN OF ACTIONAnalysis & Evaluation

RECOMMENDATIONSMarketing Strategies & Assessments



ENVIRONMENT

Industry, Market, Consumers


Environment - Healthcare Industry

- Government Policy Influence1960s Expansion1980s Contraction

- Healthcare Innovations & IncentivesPreventative careAmbulatory facilities


Significant Changes in Healthcare Industry

Medical & Technology advancements have lead to fewer and shorter hospital stays

Introduction of Ambulatory Centers and other treatment provider alternatives


Environment - Healthcare Market

Healthcare consumers have many options

PMH - 1 of 6 hospitals in city (1 of 20 in county)

DHC – Many comparable facilities in city & county


Environment - Healthcare Consumers

Comprehensive ServicesConvenient Hours & LocationsCompetitive Pricing



ORGANIZATION

Insights & Relevant Forces


• Perpetual Mercy Hospital – Insights & Relevant Forces

History

Financial Strength


• Downtown Health Clinic – Insights & Relevant Forces

Affiliation with PMHPast, Present, Future PerformanceHours of OperationStaffing During Peak Hours



PLAN OF ACTION

Analysis & Evaluation


Situation Analysis

Current & Potential Competition

Service & Profit Concerns


CompetitionDHC Average

Patients / Yr 3,900 6,949

Physicians / 8-hr Shift 1 2

Est. Patient Visits / Hr 1.9 3.4

Est. Avg Charge / Visit $ 68 $ 65


Liaison Work With Community

Patient Origin – 75% Within 3-Block Radius

Monthly Repeat Visits Increasing


Changes Within Industry

Segmenting Healthcare Services

Currently Operating at 42% Capacity


Solving For DHC Needs

Current Situation vs. Viable Future



RECOMMENDATIONS

Marketing Strategies & Assessments


Recommendations - Promotion

Advertising

Increasing Community Recognition


Recommendations – Product & Pricing

Increase PPO Partnerships With Local Business

Focus on Employment & Insurance Physical Exams


Recommendations - Place

Extend Clinic Hours

Increase Staffing During Peak Hours


Recommendation Implementation

Competitive Response

Financial Outcome


Implementing Suggested Marketing Strategies

DHC Will Meet Service & Profitability Objectives

DHC Will Strengthen Position Within Target Market

Bml312 pmh case study

Health & Medicine

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