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(Solved) I have included the first paper and Instructions for Assignment


I have included the first paper and Instructions for Assignment 2. 

Assignment 2 is an extension of Assignment 1 

 The paper is due on 8/16 at 5;00 pm.  Book Strategic Marketing for health care Organizations.


Running Head: Marketing and the Health Care System

 


 

Name of student

 

Name of professor

 

Course Title

 

Date of submission

 


 

.

 


 

Running Head: Marketing and the Health Care System

 


 

Marketing and the Health Care System

 

Introduction

 

Grady Hospital is the largest hospital in the state of Georgia and the public hospital for

 

the city of Atlanta. It also has the reputation as one of the premier public hospitals and it is

 

considered a world-class health care provider as witnessed by their numerous awards and

 

accolades. The staff has a reputation to live up to, as they have delivered year after year high

 

quality and efficient services all through its system. The paper will focus on their burn unit,

 

which is named, ?Burn Center Grady?. (gradyburn.org/about-us/, 2010-2016)

 

?Grady?s Burn Center is one of the largest in the country and provides complete care to

 

burn victims of all ages?, (gradyburn.org/about-us/, 2010-2016) ranging from burns resulting

 

from flames (minor burns and follow-up care for wounds and major burns) to severe burns from

 

chemical or electrical accidents. It is known for it?s ?adult and pediatric burn center as the ?Gold

 

Standard? for high-quality burn care.? (gradyburn.org/about-us/, 2010-2016)

 

Determine the Impact of Marketing

 

What is the specific impact of marketing on your named provider?

 

In today's modern health care industry, marketing has become an integral part of

 

organizational growth, and this has not been an exception to Grady Hospital, Burn Unit in

 

Atlanta. The paradigm shift in the industry is to engage in broad and media marketing because

 

our populous have transitioned to using the internet and websites to research the various

 


 

Running Head: Marketing and the Health Care System

 


 

hospitals in their region or globally, which would include health information. To determine what

 

their symptoms are of their illness or injuries, to find the best practice to get care, and to find

 

experts in the field who can give second opinions. This precludes, that Grady Hospital

 

capitalizes on the fact that they are a verified Burn Center according to The American College of

 

Surgeons. The Burn Unit uses advertising in medical and internet marketing about the entire

 


 

Grady system. The unit needs to tell their story of how they made lives better, though

 

testimonials.

 


 

Marketing has had a positive impact on the growth of the health care industry by using

 

the marketing process in the various platforms. The internet has generated exposure of their

 

programs throughout the world and within our country. This includes all customers in the

 

various regions, to find out what the various programs have to offer them. Therefore, the

 

internet?s various platforms have made Grady Hospital well-known across the continents. This

 

has increased the number of clients from around the country and the globe which explains the

 

significant growth.

 


 

How does marketing's various approaches impact your provider?

 

Different marketing strategies help health care and particularly Grady Hospital, Burn

 

Unit to advertise itself while indicating its location, what service they offer and their efficiency

 

in delivery of care through statistics and mortality rates. Through the use of these marketing

 

approaches, it allows the customers to view the hospital's profile which includes the burn center.

 


 

Running Head: Marketing and the Health Care System

 


 

How does your provider best approach particular targets?

 

Before the hospital approaches a particular target, the hospital will first analyze the

 

customer?s demands - otherwise known as our patients. By analyzing the consumer need, the

 

hospital will understand if they are in the appropriate position to manage the problem facing the

 

patient and if they are offering quality treatment at an affordable and efficient cost. They created

 

23 intensive and intermediate care beds, hydrotherapy tables that regulate temperature, dedicated

 

rehabilitation gym and outpatient center for follow-up care. (2010-2016 Grady Hospital)

 


 

What would happen if your provider did not market?

 

In today's world, marketing is the essential tool for the success of an organization. For the

 

Burn Center to emerge competitive in the entire world, it must advertise itself so as to create

 

brand awareness to different people who are in turn the customers of the Burn Center. If the Burn

 

Center does not market itself, it will rely only on the customers they currently have. Relying on

 

word of mouth only will stunt growth.

 

How would you evaluate the impact of your strategies?

 

To assess the impact of Grady?s marketing strategies, we will consider

 

issues like the IMPACT Awards given to the Grady Memorial Hospital. As part of their

 

admitting process, they ask how did you hear about the burn center? This data would determine

 

how effective was the campaign. Grady has a video about a paramedic, Angie Roach, who had

 


 

Running Head: Marketing and the Health Care System

 


 

burns over 35% of her body. She described the process of her comprehensive care. At the end

 

she said, ?Grady healed me from the inside out?. This was a powerful testimony in support of

 

the burn center. Another way to evaluate the impact of marketing is tracking the growth in

 

the number of admissions under the Grady Burn Center.

 


 

Outline a strategy for the health care provider you selected to determine the utilization of

 

its products or services.

 

In order to ensure the success of the Burn Center?s new investment decision, they need to

 

be closely and carefully managed to meet the goals of the center which includes reviewing

 

expansion plans. Therefore, putting performance measurement(s) systems in place, e.g., HEDIS

 

scores, as a way of keeping track on the progress of their goals.

 

The best and the recommended strategy for marketing by Grady Memorial Hospital, Burn

 

Center, is the use of social media avenues. Our populace are now using the internet and active

 

on different social media platforms. This is the best place for the center under the Grady

 

Memorial Hospital system to maximize their exposure. The centers advertisements and profile

 

are easily viewable by all people thus creating brand awareness.

 

The hospital Burn Center should major in the new technology. Where they create its

 

application, where customers can book an appointment online, pay online, consult, and also ask

 

queries online. This will help speed up service delivery and customer relations to improve

 

consumer confidence.

 


 

Running Head: Marketing and the Health Care System

 


 

How would you measure the utilization of your provider?s services?

 

To gauge the use of Grady Memorial Hospital, Burn Center services, we would use the

 

program evaluation method which will focus on counting the activities performed like the results

 

which were obtained from the records of the burn center. For example, the number of clients

 

admitted to the hospital?s Burn Center, keeping a tally on all the various procedures performed,

 

and other long term results like the mortality rate witnessed. This information can be obtained

 

from the database to confirm the data.

 


 

How would this measurement be utilized to support your marketing direction?

 

These measurements can be utilized to support the marketing direction taken by the

 

hospital in the manner that, if there are gradual positive changes which are taken note of as

 

compared to before the use of the marketing strategies. Then it means that the company is taking

 

the right path in venturing in the marketing strategies and, therefore, concluding that the

 

Hospital?s Center Unit has developed a competitive edge over its competitors.

 


 

How could you measure the utilization of your products by your target market?

 

To gauge the usage of the Hospital?s Burn Center service and products, they would

 

consider the services offered on a monthly basis where the Hospital will review the number of

 

customers who visited the premises seeking medical attention, the number of them who received

 


 

Running Head: Marketing and the Health Care System

 


 

the services, and also we can measure the sale of prescriptions on a monthly basis. This will

 

provide the necessary data to meet the goals of continual improvement.

 


 

How would you determine that you were reaching the appropriate markets?

 

In determining if they are reaching the appropriate market, which means are we using the

 

most relevant markets to reach the target market. They track the number of people going to their

 

site in the social, medical platforms, and their websites. Also, the hospital can know if they have

 

reached the relevant markets by the returns they get from the target markets. The returns will be

 

based on the total number of customers from the target markets and the increase in cash flow

 

from the department.

 

Are there other strategies that you should be using to approach these markets?

 

The hospital can use a social responsibility strategy, by supporting the nearby

 

communities in providing for their needs, e.g., the provision of offering free clinics while

 

supporting the needy students and pupils in schools, e.g., safety presentations. This strategy will

 

increase the confidence of the consumer for the burn center. This provides the necessary

 

exposure to the community for the burn center.

 


 

How would you measure the success/failure of your strategies?

 

In determining business success of the marketing strategies, the burn center needs to

 

determine the profit/loss analysis of the center. This will be useful in determining the utilization

 


 

Running Head: Marketing and the Health Care System

 


 

of the procedures. If the earnings have risen tremendously, then it means that the strategies used

 

were successful, and the vice versa is true.

 

Also to measure the success or the failure of the plan, we need to focus on the new

 

technology, and, more importantly, the quality of the services delivered. If they have improved

 

and changes have been made, then it means the strategies have been successful.

 

Outline a marketing strategy for the health care provider you selected.

 

How would you identify your targets?

 

Essentially, this first phase is quite crucial in reaching the customers, informing them of

 

the burn center. Ideally, advertisements or the promotional campaigns ensure that services

 

offered by the organization gain market recognition by the individual consumers. With the

 

advertising campaigns, the company can increase the number of customers for the burn center.

 


 

What data would you analyze (internal data, external, and community data)

 

The internal data of the burn center would include number admissions and utilization of

 

the various procedures. The external data would come from various sources, e.g. Consumer

 

Reports would include the top Burn Centers in the Southeast. In addition, the community data

 

from various government agencies would include census information, demographics, and PUR

 

(Periodic Utilization Reports. An organization that can be helpful are Partners In Health in

 

providing clinical aspects regarding screenings. In this way, the hospital can understand their

 

improvements and the shortcomings.

 


 

Running Head: Marketing and the Health Care System

 


 

What would you consider about your competitors? SWOT purposes; Five Forces purpose,

 

and Pricing.

 

In regards to completion, they are one of three certified Burn Centers in the country. In

 

researching about the competition we look at the quality of their services, are they better than we

 

offer as Grady Memorial Hospital, Burn Center, according to SWOT Analysis which includes

 

their weaknesses, strengths, and the opportunities they face and their threats. In addition, they

 

should use the Five Forces Analysis, which includes Internal Rivalry, Threat of New Entrants,

 

Threat of Substitute of Products, Buyer Power, and Supplier Power. The purpose is to look at the

 

competition from a different view point compared to SWOT Analysis. This will help them make

 

the necessary changes at the burn center to compete and properly market the center. We also

 

consider how they price their products and services. Then through the assessment of the Burn

 

Center, they can quickly adjust so as to remain more competitive.

 


 

Marketing of health care products through promotional campaigns

 

It is entirely necessary for healthcare dispensing organization or firm to take marketing

 

seriously. In this aspect, the marketing should engage awareness campaigns that are specifically

 

directed to the targeted customer segments.

 

What approaches would you use?

 

I would all of the approaches mentioned above to gain an overall picture of the market.

 

Using all the analysis? would provide an overview of the Burn Center?s around the country to

 

stay more competitive.

 


 

Running Head: Marketing and the Health Care System

 


 

______________________________________________________________________________

 

_

 

Recommend at least three separate ways the health care provider you selected could shape

 

the buying decisions of its customers.

 

The three distinct ways which can shape the buying decisions of the Grady Memorial

 

Hospital Burn Center are the relationship marketing, data-driven marketing, and technologybased marketing.

 

Relationship Marketing

 

The world business situation in every industry is changing; adopting policies that bring

 

consumers closer to the customers is the critical tool being embraced by the current world

 

companies. ?Relationship marketing is one of the most efficient marketing strategies employed

 

by various businesses to realize their market goals. In his report on how to improve health care

 

organization performance in the market? (Egan (2011). Egan noted that? a potential health care

 

product or service consumer purchase is critically influenced by the manner in which he or she

 

interact with the customer.? (Egan (2011). Customer service is key no matter what rewards and

 

acciolades you receiver.. Many organization?s fail to see that, What customers care about is ?

 

themselves not your product and services. . The awards and accolades are important but the

 

customer cares about WIIFM ? What is in it for me? It is all in how you treat your patients.

 


 

? Customers are all different, which means personal attention to those differences is

 

critical. ?The various customer types set their wants, expectation and need to the health care

 

services and products.? (Egan (2011). To be useful in this industry, an organization needs to

 


 

Running Head: Marketing and the Health Care System

 


 

adopt relationship marketing to meet the different demands of the clients. Vuorikatu noted that

 

?relationship marketing emphasizes on having the organization know the consumers on personal

 

levels and developing effective communication system between the user and the group.? The

 

communications developed must provide comfort and convenience for the customers. By

 

establishing a relationship with customers, the Burn Center will sufficiently targets their

 

marketing message to the various types of customers they serve.

 


 

Data-Driven Marketing

 

As a heavily regulated industry, health care services and products, requires data tracking,

 

procedures and performance analysis according to tight specifications. This information can be

 

utilized as a strategy for generating information to the consumers. Data-driven marketing is an

 

approach that incorporates evidenced-based research in the messages or information passed to

 

the customers. Evans (2010) ?identified that this strategy had been used in the healthcare product

 

and service industry to advance the performance of the services and product.? (Evans,2010).

 

Ideally, the approach ensures the users identify how the offerings of the organization will benefit

 

their needs, as their satisfaction of services. Moreover, this strategy enables the user to compare

 

the providers' success with its outcomes. This is imperative in helping the consumers make

 

informed decisions about the health care services and products to purchase. . More precisely, this

 

strategy helps the Burn Center pass vital and useful information to the consumers.

 


 

Running Head: Marketing and the Health Care System

 


 

Technology- Based Marketing

 

Though the data-driven marketing approaches can be helpful to the industry,

 

technology-based marketing is essential. This is a marketing strategy that incorporates

 

communication networks to reach customers with information via the internet. Evans (2010), ?

 

realized that health care product and service industry is centered on uncomfortable issues on

 

diseases and sickness that prompts for differentiated medical needs?. Evans (2010), Direct

 

communication approach to this industry may be counterproductive to the consumers. As such,

 

technology-based marketing that is evidenced based may play a critical role in winning new

 

customers for the organization.?

 


 

Conclusion

 

Marketing strategies plays an important role in marketing of healthcare products and

 

services to the consumers. More importantly, the health care services and products should

 

implement the new marketing strategies that ensure the consumers remain informed to make a

 

sure they make informed purchase decisions. ?Based on the nature and the environments of this

 

industry, strategies such as technology-based marketing, relationship marketing, and data-driven

 

marketing should be applied by the organization? (Ryan& Jones, 2009).). These strategies ensure

 

consumers make contacts with the organization. In addition to the products they offer.

 


 

Running Head: Marketing and the Health Care System

 


 

References

 

Evans, W. (2010). How social marketing works in health care. BMJ, Helping doctors, make

 

better decisions, 332(7551), 1207-1210. http://dx.doi.org/10.1136/bmj.332.7551.1207-a

 


 

Vuorikatu, L. P., Saarni, S.,& Pastermack, A. (2011). Physicians? Ethics Forum: a Web-based

 

ethics consultation service.Journal of Medical Ethics, 38(2), 8386.http://dx.doi.org/10.1136/jme.2010.037549.

 


 

Egan, J. (2011). Relationship Marketing: Exploring Relational strategies in marketing. New

 

York: Financial Times, Prentice Hall.

 


 

Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for

 

engaging the digital generation. London: Kogan Page.

 


 

Grady Health System, Retrieved from: http://gradyburn.org/facilities/

 


 

 


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