In this section of the marketing and communication plan, you will develop specific marketing strategies to support the service you are proposing for

• IHP 510 Final Project Milestone Three Guidelines and Rubric
• Rubric

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Situational Analysis for Bellevue Hospital

Precious Teasley

Southern New Hampshire University

Marketing Comp

Dr. Fragala

Situational Analysis for Bellevue Hospital

Internal and external market forces and stakeholders engaged in the facility's administration all have an impact on the Bellevue Hospital. The community advisory board, the New York City Department of Health and Mental Hygiene, the New York State Department of Health, federal agencies, and the Centers for Disease Control and Prevention are external market factors. The community advisory board is made up of people from various backgrounds (CDC). Internal components include the healthcare organization, stakeholders, patients, doctors, families, visitors, and significant others. External issues include both governmental and private sector concerns. Bellevue Hospital will face both internal and external market strengths and weaknesses and challenges and opportunities (Cellucci et al., 2014). As a result of the organization's strengths and prospects, positive internal and external variables will emerge.

Market Factor

As a commercial component, I would recommend that Bellevue Hospital establish an adult daycare center. Consequently, a significant number of community members would lack access to or be unaware of available services. This adult day care facility, which would be housed inside a hospital, would be a medical model because it would help people with various health issues. The adult day care program's main purpose is to assist carers in satisfying their own needs while also ensuring the well-being of their loved ones. This initiative would primarily target caregivers via the recipients of services. Adult daycare would allow caregivers to devote more time to themselves, such as doing errands or spending time with their children.

Marketing Goal

In addition to more traditional marketing methods, social media, television, radio broadcasts, church bulletins, medical offices, community newspapers, public transit, and word-of-mouth might all be used to promote this initiative. The hospital's admissions department may promote an adult daycare service by establishing a network with a local nursing home. Families that visit the hospital may experience a sense of relief, and other adults may accompany other adults to the session to determine their interests. Most essential, the healthcare facility must continue to advertise its program until it is fully enrolled and then sustain that enrollment level. This seems to be an excellent strategy for the hospital since it will inspire people to discover more about Bellevue Medical Center's services in the future.

Marketing Goal Alignment

Aligning the marketing goal with the company's purpose, vision, and strategic goals would be mutually beneficial for maintaining the marketing goal. Bellevue Hospital is dedicated to a patient-centered approach based on six guiding principles: safety, excellence, cost-cutting, resource management, collaboration, and people growth and development. The objective is to enhance the program so that the benefits of the hospital are accessible to the whole community. The program's downside is that it cannot always maintain an enrolled adult daycare program (NYChealthBellevue). Another question is whether the project will benefit the hospital. The program's strength lies in its ability to ensure that the hospital's purpose is carried out in perpetuity. Bellevue Hospital seeks to "provide the greatest quality care possible to the whole population of New York and to treat all patients with respect, cultural awareness, and compassion, regardless of their ability to pay," according to its purpose (Histotry, 2018). Everyone, according to its mission statement, is entitled to decent healthcare.

During my investigation, I discovered that many adult day programs in New York do not help persons with disabilities. This would allow Bellevue to meet the region's growing demand. The city of Bellevue may boost its marketing efforts and notify the public about its intention to launch an adult program. The perspectives of patients, visitors, and family members may be useful in promoting their service. They may advocate for these ideals by emphasizing their societal advantages.

Competition

Following a thorough investigation and consideration of any possible competitors. I recognize that discussing different options might be good. The first stage is to learn about the program and its potential for national or global development. To get to the second level, it is vital first to comprehend what the organization does for the community. The most significant advantage is the positive influence on families. Knowing that their loved one is engaged in leisure activities while getting medical treatment provides them with peace of mind. Another crucial aspect to consider is that there are no known alternative adult daycare facilities in New York City that can compete with them on a similar quality level.

Ethical Criteria

Bellevue Hospital is ready to cope with any challenging situation that may arise due to its readiness. The hospital follows the hospital's code of ethics. They are responsible for expressing condolences to the sufferer, which would help develop a good reputation in regions where it is deserved. The program will adhere to the hospital's objective by safeguarding the patient's dignity and fostering a respectful atmosphere.

References

Belkowitz, E.N. (2017). Essentials of Health Care Marketing. Burlington, MA: Jones & Bartlett Learning. BELLEVUE HOSPITAL CENTER – Welcome to NYC.gov www.nyc.gov/…/community-assessment/hhc-chna-bellevue.pdf

Celucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A Case Study Approach. Chicago, IL: Health Administration Press

Dable, R. A., Prasanth, M., Singh, S. B., & Nazirkar, G. S. (2011). Is advertising ethical for dentists? An insight into the Indian scenario. Drug, healthcare and patient safety, 3, 93–98. doi:10.2147/DHPS.S25708

History. (2018) Retrieved from https://www.nychealthandhospitals.org/bellevue/history

Our Services. (2018). Retrieved from http://www.nychealthandhoespitals.org/bellevuoe/health- care-services/

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Running head: Milestone 1 (Introduction)

Milestone 1 (Introduction)

Milestone 1 (Introduction)

Precious Teasley

Southern New Hampshire University

Dr Fragala

March 24,2022

Milestone 1 (Introduction)

Mission Vision and Goals

The organization that has been chosen for this assignment is Bellevue Hospital. This healthcare facility is located in the state of New York. According to the hospital’s website, the facility is the oldest hospital that was established in America. The roots of the facility can be traced back to 1736. This was when “a six-bed infirmary opened on the second floor of the New York City Almshouse (cite). To define and understand an organization’s mission and vision, one has to understand the goals of that given organization. If the plans have not been determined, one can look into the services offered by that organization because they define the mission, vision, and goals of that given organization. In this case, Bellevue Hospital’s goals that define its vision and mission is offering “highly trained medical professionals, innovative care programs and advanced health care services for children, adolescents, adults and seniors (cite).

State of the Service

It has been mentioned in the previous paragraph that his facility is located in New York. The stake of New York is one of the well-known states in America, and the entire world knows it. The services offered by the hospital to the people of New York have been defined in the previous section of this paper. It has been stated that the hospital looks forward to making sure that the people of New York get access to quality health care services.

Stakeholders

The site holders in every organization play a significant role in attaining that organization’s goals and mission. According to (cite), every individual involved in the execution of any project within an organization is a stakeholder in that organization. Thus, in this case, the stakeholders at Bellevue Hospital are its professional staff, shareholders, and management. The company’s board plays an important role in the activities conducted by the organization because they make important decisions that affect how the organization is managed and run.

Service Aligns With Organization

“When formulating corporate strategy, researchers have emphasized the importance of fitting or aligning the organization’s strategy with an internal appraisal of the firm and an external assessment of environmental opportunities and threats (Kathuria et al., 2007).” In this case, the alignment of services that the hospital offers should be aligned with its goals so that it can meet its business goals and stay ahead when it comes to seizing opportunists and minimizing the threats that they face. Considering the services that the organization offers, it can be justified that the organization’s services are aligned to the organization.

Target Market

Identifying a target market is important to any organization because it helps that organization meet its business and organizational goals. Thus, there is a need for an organization to identify and also understand its clients (cite). The organization understands its target market and looks forward to ensuring that they deliver its services with the quality that their clients deserve. Thus, the organization’s target market is individuals seeking the benefits they can get from a health care institution.

References

About Bellevue. (2016). About Bellevue. NYC Health + Hospitals. https://www.nychealthandhospitals.org/bellevue/about-bellevue/

Järveläinen, J. (2020, January). Understanding the stakeholder roles in business continuity management practices–A study in public sector. In Proceedings of the 53rd Hawaii International Conference on System Sciences.

Kathuria, R., Joshi, M. P., & Porth, S. J. (2007). Organizational alignment and performance: past, present and future. Management Decision.

NYC Health + Hospitals. (2016). Our services. https://www.nychealthandhospitals.org/bellevue/health-care-services/#

Tenorio, A. K. P. (2021). An insider action research on identifying, segmenting, and evaluating the target market of Little Happy Box PH towards business growth.

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Priority 1

Target Market and Demographics: African-American, Low income

Department/Program/Service: hypertension

Marketing Technique: YouTube, Billboard, newspaper

Discussion:

I decided this target market and demographic to be the first priority as disease and disability are frequent in this community, high death rates, and a reduction in life expectancies because of hypertension. The Services about hypertension for Missouri is critical to this demographic as it is the leading cause of death in Missouri. According to Spencer, (2019). Hypertension is a serious issue in Missouri as it is a “silent killer.

The strategies for marketing align with the purpose, vision, and values of the organization since it is accountable and honesty for the information shown on marketing tools, that is YouTube and the newspapers, and billboards (Berkowitz, 2021). It ensures that we can reach the old African-American population in communities which is our primary goal. It helps to promote and identify the implication of the state-funded funds hence promote diversity hence allow the enormous amount of information supporting in fighting the healthcare crisis.

 Priority 2

 

Target Market and Demographics: Hispanic, low-income

 

Department/Program/Service: Rural-areas Health

 

Marketing Technique: Facebook, Television advertisements and word of mouth

Discussion:

I have chosen this specific market and demographic to take the second priority since the diseases and disability are rampant in the Hispanic community. The market includes geographic isolated, lower-socioeconomic status, increased risks in health and limited career opportunities. Also, an increased percentage of chronic disease and reduced general well-being in rural groups.

The Rural-area Health Program for Missouri is important to this specific group as is takes care of the requirements of Medicare and Medicaid (CMS) patients in rural-areas. The program therefore supports and stabilizes out-patient primary care in under-served rural areas by providing doctors, and other medical physicians.

The marketing plans align with the program’s purpose vision, and values as it ensures the commercials adhere to moral ethics. The primary goal is to ensure that we get to the patients and also potential patients in rural-areas and help in promoting and partnering with other organizations. According to Berkowitz (2021), Facebook and TV commercials allow response and timely communication to be reliable.

Priority 3

 Target market and demographic: White-low-income

 

Department/Program: Oral-Health

 

Marketing technique: radio, pamphlets and Twitter

Discussion:

There is a little support in socioeconomic, illness, and decrease in welfare and all-purpose health in the White-low-income community. The market includes a population in geographic isolated, low socioeconomic status, and a demographical area with a poor access to education. The Oral-health program provides preventive care as well as educates Missourians on brushing and making better healthy food choices (Syed et al., 2021).

The Oral-Health services aims in making available important information in these areas for this market. The programs avail the centers with low-cost dental and medical care services. The Missouri oral health programs provide education to individuals on various issues on dental hygiene, water fluoridation, and support for individuals with developing disabilities of all ages.

The advertising tools such as, pamphlets, radios and Twitter align with the purpose, vision, and values. They observe to the ethical rules and follow the highest standards and requirements (Berkowitz, 2021). The promotion strategies do not compromise the truthfulness of this organization.

References

Berkowitz, E. N. (2021). Essentials of health care marketing. Jones & Bartlett Learning.

Kerins, J. L., Koske, S. E., Kazmierczak, J., Austin, C., Gowdy, K., Dibernardo, A., … & Seoul Virus Working Group. (2018). Outbreak of Seoul virus among rats and rat owners—United States and Canada, 2017. Morbidity and Mortality Weekly Report, 67(4), 131.

Spencer, E. (2019). Management and support of uninsured patients with diabetes type II within a nurse managed clinic.

Syed, M., Ahmed, F., Zahid, N., Khalid, N., & Israr, N. (2021). Essentials of Healthcare Marketing. Asian Journal of Medicine and Health, 73-79.

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