MKTG458 Health Care Marketing

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MKTG458 Health Care Marketing

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MKTG458 Health Care Marketing

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Course Code: MKTG458
University: The University Of Arizona

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Country: United States

Question:
For this assessment, assume the role of a marketing manager for a health care related organization of your choice (preferably in the sector of the health care system related to your business management career goals). Your organization’s managerial team is beginning to discuss possible expansion into a new geographical area.To prepare for the next discussion, your marketing team is tasked with collecting data and providing information on the leading competitor in the new area. Your marketing team will have to produce an executive report on the findings. Your team will need to locate, collect, and study marketing materials for this organization (website, media advertisements, print marketing material, billboards, and social media sites). Your team will also need to locate and collect geographic, demographic, and socioeconomic data and statistics for the community or area this organization serves.Your report should include:1.An overall description of the organization.2.A summary of the geographic, demographic, and socioeconomic information of the community or area this organization serves. Use American FactFinder, linked in the Resources, or a comparable current and reliable source of data to find this information.3.A detailed description of the target market and marketing mix that is used to reach the population, directly referring to researched data as well as the geographic and demographic traits of the community or area.4.An analysis of factors related to utilization that may be necessary for the organization to consider while defining their target market.5.An analysis of the alignment between the marketing efforts and the organization’s overall strategic plan or mission.
Answer:

Lenox Hill Hospital
The Lenox Hill Hospital is one of the best known private hospitals of the city of New York and was founded in the year 1857 (Northwell Health, 2018). The concerned health care organization receives the majority of its funding from the various non-profit organizations and is widely known for the quality of the health care services that it provides to the patients not only from the diverse parts of the city but also the nation itself (Northwell Health, 2018). The hospital caters to the needs of 28,000 patients on an annual basis and at the same time provides training to the budding health care professionals as well (Northwell Health, 2018). Recently, the concerned hospital has decided to open its center in the United Kingdom as well with the objective to reach out to a larger customer base.
Geographic, Demographic and Socioeconomic Information
The concerned hospital generally provides treatment to basically all kinds of patients from the diverse parts of the city of New York and also the nation (Northwell Health, 2018). However, more particularly the hospital specializes in performing various kinds of surgeries taking the help of the recent innovations for the same. It is a reflection of this particular fact that the majority of the patients that the hospital gets belongs to the age bracket of 34-64 years of age (Northwell Health, 2018). However, at the same time it is pertinent to note that the health care services provided by the hospital are expensive because of the innovative methods that they use to provide treatment to the patients (Northwell Health, 2018). Thus, generally the people belonging to the middle-class and the upper middle-class take the help of the services offered by them (Northwell Health, 2018). In addition to these, it is also seen that the hospital provides valuable services for the cure of depression and other kinds of mental issues (Northwell Health, 2018). At the same time fitness related services provided by the concerned health care organization has also been appreciated by the citizens of New York (Northwell Health, 2018).   
Target Market and Marketing Mix
The major target market customers for the concerned hospital in the United Kingdom would be the individuals belonging to the middle-class and the upper middle-class sections of the society particularly the ones belonging to the age bracket of 34-64 years of age. The United Kingdom is a fairly economically prosperous nation of the world and thus it is likely to get many patients in the concerned nation (Peterson & Ludlow, 2015). Given below is a marketing mix that the hospital can use for the process of their operation in the UK-
Product
The services that the concerned hospital can provide in the UK can be the ones it provides in the USA. The UK people are very conscious about their health and thus the fitness related services provided by the concerned hospital will be very popular (Lau & Ahmad, 2015). Furthermore, the majority of the people of UK take the help of the NHS however it is seen that the quality of the health care services provided by the NHS has declined in the recent times because of various reasons like inadequate funding and others (Exprúa & Barberena, 2016). Thus, the concerned hospital can take the help of this particular condition of the nation to further its own interests.
Price
The services provided by the hospital will be designed for the individuals belonging to the middle-class and the upper middle-class sections of the society and thus it is expected that the price that the hospital is likely to charge will be higher than the ones charged by the other hospital and the NHS.
Promotion
The hospital can take the help of modern means of promotion like social media and other kinds of electronic media and also the traditional means of promotion like newspaper, television and others.
Place
The hospital will initially open its center in London however once it becomes a success the hospital can open its health care centers in other cities of the nation as well.
Factors related to utilization  
The hospital while selecting the target market and also the target customer base needs to take into effective consideration the concept of utilization (Tsai, 2014). For example, it needs to undertake a detailed market analysis of the number or the percentage of the individuals who are taking the help of the health care services provided by the other hospitals and also the reasons for which they are using the services offered by them and also the price that they are willing to pay for the same (Kitapci, Akdogan & Dortyol, 2014). The effective consideration of this data is important since the prospects of the hospital will depend on them.
Marketing efforts and Organization’s overall strategic plan or mission
The mission of the hospital is to provide the best quality health care services to the patients and it is with this particular objective that the concerned hospital takes the help of innovative treatment methods for the treatment of the patients. The prices charged by the hospital are a bit of a concern and thus the hospital needs to design treatment packages for the patients belonging to the lower middle class as well. However, the hospital is being able to provide quality treatment to the patients and thus it can be said that the marketing efforts undertaken by the hospital is in synchronicity with the mission and the strategic plans of the hospital.
References
Exprúa, J., & Barberena, L. R. (2016). The Caribbean Medical Center case: Marketing decision-making for hospitals facing customer attrition. Journal of Business Research, 69(9), 3878-3885.
Kitapci, O., Akdogan, C., & Dortyol, I. T. (2014). The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry. Procedia-Social and Behavioral Sciences, 148, 161-169.
Lau, C. C., & Ahmad, M. I. (2015). Employment of Relationship Marketing Strategies for Enhancing Customer Satisfaction in Malaysian Private Hospitals. In Proceedings of the 1997 World Marketing Congress (pp. 540-543). Springer, Cham.
Lenox Hill Hospital | Northwell Health. (2018). Retrieved from https://www.northwell.edu/find-care/locations/lenox-hill-hospital
Peterson, R., & Ludlow, R. R. (2015). Health Care Marketing by Hospitals: Comments and Case Study. In Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference (pp. 582-582). Springer, Cham.
Tsai, Y. (2014). Learning organizations, internal marketing, and organizational commitment in hospitals. BMC health services research, 14(1), 152.

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