Marketing Plan for Marketing Plan for Archbold Medical CenterArchbold Medical Center

PADM 7040 PADM 7040 Nonprofit ManagementNonprofit Management

Dr. Gerald MerwinDr. Gerald MerwinFall 2005Fall 2005

John M. GodwinJohn M. Godwin

Organizational MissionOrganizational Mission

““Archbold Medical Center is committed Archbold Medical Center is committed to providing high quality, to providing high quality,

compassionate, cost-effective compassionate, cost-effective healthcare for our patients.” healthcare for our patients.”

http://www.archbold.org/AboutUs/Mission.htm http://www.archbold.org/AboutUs/Mission.htm

Marketing GoalMarketing Goal

Increase donations to the Increase donations to the

Archbold FoundationArchbold Foundation

Marketing ObjectiveMarketing Objective

Raise fund level by five percent over Raise fund level by five percent over the next 12 monthsthe next 12 months

Organizational CultureOrganizational Culture

Archbold is a nonprofit healthcare Archbold is a nonprofit healthcare provider serving all of southwest provider serving all of southwest Georgia and north FloridaGeorgia and north Florida

There is a strong organizational There is a strong organizational commitment to providing the best in commitment to providing the best in technology and individualized technology and individualized servicesservices

Publics to be ServedPublics to be Served

Archbold is committed to serving all Archbold is committed to serving all those in need, regardless of ability to those in need, regardless of ability to pay for those servicespay for those services

Indigent care is part of the services Indigent care is part of the services offeredoffered

Its facilities attract those looking for Its facilities attract those looking for the best in medical services in the the best in medical services in the surrounding areasurrounding area

CompetitionCompetition

Archbold faces some tough Archbold faces some tough competition within a 50 mile radiuscompetition within a 50 mile radius

Phoebe Putney Memorial (Albany, Phoebe Putney Memorial (Albany, GA) to the north and Tallahassee GA) to the north and Tallahassee Memorial (Tallahassee, FL) to the Memorial (Tallahassee, FL) to the south are both large providers of south are both large providers of healthcare services in larger cities healthcare services in larger cities that attract many patients who might that attract many patients who might otherwise go to Archboldotherwise go to Archbold

EnvironmentEnvironment

Archbold serves a predominantly rural Archbold serves a predominantly rural community community

Most of this area was largely underserved Most of this area was largely underserved before Archbold came onto the scene over before Archbold came onto the scene over 75 years ago75 years ago

The original hospital in Thomasville, GA The original hospital in Thomasville, GA was built as a charitable effort to provide was built as a charitable effort to provide medical services where none were being medical services where none were being offeredoffered

Archbold Medical Center has grown based Archbold Medical Center has grown based on this premise of serving those in needon this premise of serving those in need

StrengthsStrengths Strong commitment to latest Strong commitment to latest

technologies and dedicated medical technologies and dedicated medical staffstaff

Well established in the local Well established in the local community, where trust and community, where trust and commitment to excellence go hand-commitment to excellence go hand-in-handin-hand

ThreatsThreats

““The major crises facing us are easy to The major crises facing us are easy to identify: a) Declining Medicare and identify: a) Declining Medicare and Medicaid reimbursements b) Medicaid reimbursements b) Healthcare manpower shortage.” Healthcare manpower shortage.”

Will Watt. Director of Customer ServiceWill Watt. Director of Customer Service

OpportunitiesOpportunities

Archbold offers a scholarship Archbold offers a scholarship program to students pursuing program to students pursuing education in the health field, both for education in the health field, both for technical and college degree technical and college degree programsprograms

Preference for job placement is given Preference for job placement is given upon graduation, working to ensure upon graduation, working to ensure that its future needs for healthcare that its future needs for healthcare professionals is being provided forprofessionals is being provided for

Current Marketing StrategyCurrent Marketing Strategy

Archbold survived the trials of “the Archbold survived the trials of “the 1980’s as market conditions 1980’s as market conditions increased the pressures on nonprofit increased the pressures on nonprofit hospitals to improve performance” hospitals to improve performance” (Andreasen & Kotler, p. 267)(Andreasen & Kotler, p. 267)

Solicitations from vendors is an Solicitations from vendors is an excellent resource that Archbold excellent resource that Archbold utilizes in building up the Archbold utilizes in building up the Archbold Foundation Foundation

Current Marketing Strategy (cont.)Current Marketing Strategy (cont.)

Newspaper ads, a link on the Newspaper ads, a link on the organizational web site, and donation organizational web site, and donation envelopes in the quarterly newsletter envelopes in the quarterly newsletter provide for additional fundingprovide for additional funding

The ‘Tree of Light’ campaign during the The ‘Tree of Light’ campaign during the holiday season provides increased holiday season provides increased donations during this time of the yeardonations during this time of the year

The ‘Wall of Donors’ provides an incentive The ‘Wall of Donors’ provides an incentive for larger donationsfor larger donations

Methods for Core Marketing Methods for Core Marketing StrategyStrategy

Charitable gift annuities are the latest Charitable gift annuities are the latest partnerships between nonprofits in search partnerships between nonprofits in search of greater contributions and individuals of greater contributions and individuals with the money to give with the money to give

These annuities provide stockholders with These annuities provide stockholders with increases in rates coupled with sizable tax increases in rates coupled with sizable tax benefits over the life of the note benefits over the life of the note

The contributor enjoys these benefits The contributor enjoys these benefits during life, and in death the notes are during life, and in death the notes are turned over to the nonprofit where they turned over to the nonprofit where they are sold without the large drain of the are sold without the large drain of the capital gains tax capital gains tax

Methods for Core Marketing Methods for Core Marketing Strategy (cont.)Strategy (cont.)

Many individuals are “interested in a Many individuals are “interested in a particular problem or cause” (p. 252) particular problem or cause” (p. 252)

Archbold will invest in target niches Archbold will invest in target niches already established by national already established by national nonprofits in the healthcare field, nonprofits in the healthcare field, such as with those who contribute on such as with those who contribute on a regular basis to the American Heart a regular basis to the American Heart Association and the American Cancer Association and the American Cancer Society Society

Methods for Core Marketing Methods for Core Marketing Strategy (cont.)Strategy (cont.)

Archbold will soon complete its Archbold will soon complete its “Heart Tower,” a state-of-the-art “Heart Tower,” a state-of-the-art cardiovascular centercardiovascular center

Some strategically placed television Some strategically placed television commercials and newspaper ads commercials and newspaper ads could extol the merits of contributing could extol the merits of contributing to healthy hearts here at home to healthy hearts here at home

Methods for Core Marketing Methods for Core Marketing Strategy (cont.)Strategy (cont.)

The same is true of Archbold’s The same is true of Archbold’s oncology center and those who give oncology center and those who give regularly to the American Cancer regularly to the American Cancer Society Society

The point could be made that cancer The point could be made that cancer treatment at Archbold keeps treatment at Archbold keeps contributions closer to home contributions closer to home

New OfferingsNew Offerings

A strong and steady customer of A strong and steady customer of medical services is Social Security medical services is Social Security and Disability Adjudication Services and Disability Adjudication Services of Georgiaof Georgia

Archbold can sign an agreement to Archbold can sign an agreement to offer consultative exams for disability offer consultative exams for disability claimants, providing a steady source claimants, providing a steady source of additional fundingof additional funding

Works CitedWorks Cited

Andreasen, Alan R., & Kotler, Philip Andreasen, Alan R., & Kotler, Philip

(2003). (2003). Strategic Marketing for Strategic Marketing for

Nonprofit Organizations Nonprofit Organizations (6th ed). (6th ed).

New Jersey: Pearson Education.New Jersey: Pearson Education. Archbold Medical Center (n.d.). RetrievedArchbold Medical Center (n.d.). Retrieved

October 19, 2005 from October 19, 2005 from http://http://

www.archbold.org/AboutUs/Missionwww.archbold.org/AboutUs/Mission.htm.htm