Health Care Marketing Plan PresentationHCS/539 Marketing for Healthcare

Instructor: Debra Schrager January 21, 2012

Learning Team BDebbie Fernando-Team Leader

Diana Gutierrez Gina Kelly-Vásquez

Joann SanchezStacey Cradeur

Introduction

Organization Background Industry Background SWOT Analysis Market Research Marketing Objectives Marketing Strategies Consumer Analysis Target Market

Competitive Analysis The Four P’s Regulations Monitoring the Plan Conclusion References

Background Information

Ready Urgent Care 24/7

Geographic Location

Organizational Mission

Industry Background Difficulty with same day access for sick

care Limited access to after hours care

Only choice was emergency roomNot necessarily an emergency

Long emergency room waits Long waits for appointment with primary Started in the 1970’s

Situational Analysis (SWOT) Competitors

Changes

Why change

Benefits of change

SWOT (CONT)

Market Research

Market Research

Marketing Objectives

Community outreach campaigns - promote

awareness of facility

Establish strategic branding plan

Growth planning schemes - diversification

of services

Strategies to meet patients’ needs

Marketing Objectives (cont.)

Word of Mouth Provide outstanding service Convenient Professional High quality patient care

Estimated time Facility of choice within 6 months of opening Proven through statistical data analysis Continuous monitoring

Marketing Strategies Grand Opening

Tours Door prizes Give-a-ways

• Tee shirts• Coffee mugs• Key chains

Focus - newly insured patients

Follow-ups - pertinent information reaches other providers

Patient satisfaction priority

Staff differentiation = quality assurance

Consumer Analysis Demographic factors - identify the targeted

audience Agemarital status incomechildren

Gather Information - leads to satisfaction Pilot program

Target Market Primary Market

General public• Advertising - TV commercials• Billboards• Newspapers• Radio

High and middle class• Brochures in proper locations• Direct mail

Target Market (cont.)

Secondary Market Staff

• Physicians• Nurses• Ancillary Staff

Hospitals Business

• Drug screens• Pre-employment physicals

Target Market (cont.)

Market SegmentationSocio demographic• Age• Gender• Ethnicity

GeographicPsychographic

Competitive Analysis

Competition New clinics openingOlder clinics improvement

Consistently demonstrate quality improvementcustomer service.

Integrated care delivery and management models

The Four P’s Product

Service Programs

Price Aspects during pricing development

Promotion Distribution channels Slogan message Public relations

Place Four locations

Regulations

• Patient Protection and Affordable Care Act (PPACA)

• “Accountable Care Organizations”• Medicare Guidelines

Monitoring the Plan Is it successful?

Are new patients arriving? Is the facility financially stable?

Monthly meetings Surveys Number of new patients = staff to provide care Patients aware of greatness of center

Specific goals met at set time Achieve goals on time Set new set of goals and time

Conclusion

References• Ayers, A. (2011). Riches in the niches: Target demographics for urgent

care, Concentra Urgent Care Association Of America. Retrieved from, www.alanayersurgentcare.com.

• Berkowitz, E.N. (2006). Essentials of healthcare marketing (2nd ed.). Boston, MA: Jones and Bartlett.

• Immediate care: urgent care centers see continued growth.(2008) Retrieved from, http://health.idahostatesman.com/2007/story.php?id=85.

• Leibenluft, R (2011). ACOs and the enforcement of fraud, abuse, and antitrust laws. New England Journal Of Medicine, 364(2), 99-101 doi: 10.1056/NEJMp1011464.

• McCarthy, K. (2012). Five strategies for building a top-performing hospital. Healthcare Financial Management: Journal Of The Healthcare Financial Management Association, 66(11), 56-65.

References (cont.)• Weiss, R. (2012). Our time is now. Marketing Health Services, 32(3), 30-

31.