Your final healthcare marketing and communication plan has been accepted and you are now ready to launch the plan. This is your moment to shine

BELLEVUE HOSPITAL

Precious Teasley

Southern New Hampshire University

Dr Fragala

5/16/2022

Running Head: BELLEVUE HOSPITAL

BELLEVUE HOSPITAL

BELLEVUE HOSPITAL

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.

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 carriers 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.

Marketing Strategies

Strategies

Effective public health practice requires specific objectives to monitor progress toward goals and outcomes. Grant-funded programs and services commonly establish, implement, and achieve targets to demonstrate the efficacy of the program or service. Organizations frequently struggle to set objectives that both objectively measure progress toward a goal and are important to other team members or stakeholders. In 2016, the United States spent 17.8 percent of GDP, or 3.3 trillion dollars, on healthcare, the highest rate in the world. As a result, the country's advertising and marketing campaigns have emphasized health-related products and services. In other words, healthcare organizations, like other businesses, engage in a variety of professional activities and promotional methods to expand their market share in the healthcare industry (Schwartz, 2019).

4 and 5 P’s

As a result, the communication and marketing strategy aims to reinforce and/or alter public perceptions about the institution's therapeutic and diagnostic skills, as well as the breadth of evidence-based healthcare services available. Before the communications and marketing plan can be implemented, it must produce measurable results (i.e. defined targets) while complying with the organization's/code industry's ethical standards. Along with its world-renowned Emergency Department and Trauma Center and 6-story modern Ambulatory Care Pavilion, Bellevue Hospital is continuing its long tradition of providing inclusive care, the standard treatment for all patients, responsiveness to community needs, service continuity, and advocacy for healthcare rights in its modern 25-story patient care facility (Bellevue, 2018).

It is crucial to enhance the place where customers access the organization's products. First, it is vital to provide a competitive assessment for the primary and secondary areas of service. The question is whether your consumers can reach you easily compared to the competitors. Activities such as building a responsive healthcare website, consistent branding, and building more doctor referrals might make the clients access the services or the place more easily. When it comes to promotion, it is important to understand the root causes for the market share loss first before developing campaigns to improve awareness. It might even be competition growth that might have affected the performance. Therefore, to improve promotion, the organization needs to thoroughly analyze the market before coming up with a solution.

Other aspects such as people and price must also be considered. The people's feedback and their view on the organization should be analyzed to solve the problems they might have with the organization. The prices should also change according to the cost incurred by the organization and how comfortable people might find the prices to be. Competitors should also be considered when setting prices. In the case where the staff might not be willing to work hard as the competitors to help families address their needs, this is considered a product problem. There should be a balance between motivating and assigning duties to the staff. When goals are also set, it will ensure the organization performs more.

Target Market

The Bellevue Hospital's activities are guided and defined by the mission of "providing high-quality health care to everyone without exception with compassion, dignity, and respect," as well as the vision of "becoming a fully integrated healthcare system that enables New Yorkers to live their healthiest lives." A strong mission, vision, and goal statement will have little influence unless the organization's goods and services are promoted by an energetic and enthusiastic leadership team and well-trained and motivated employees. Strategic and tactical marketing and communication strategies that fulfill the needs of stakeholders while exceeding their expectations. As a result of its dedication to these concepts and goals, Bellevue Hospital has developed a global reputation and a strong brand outside of New York, establishing it as the country's largest public hospital system and a center of healthcare excellence.

It's no secret that the target market for NYC Bellevue Hospital has gradually increased over time as an integrated healthcare system committed to providing great treatment to patients from all socioeconomic and cultural backgrounds. This firm caters largely to Hispanics and low-income individuals. As a result, the Bellevue hospital utilizes a variety of promotional activities and a marketing strategy to raise awareness of these services and impact consumer behavior and health-related decisions. These actions are designed to alter public perceptions of healthcare goods and services, ultimately resulting in improved health outcomes for everyone. Since its founding, the hospital has continuously strengthened its internal strengths while reducing internal flaws while simultaneously capitalizing on (maximizing) external opportunities and mitigating aging-related dangers. It has resulted in an inclusive, just, and generous culture within the hospital.

Currently used Marketing Strategies

At present, Bellevue Hospital Center does not provide full transitional care. Bellevue Hospital offers home health care management, which identifies a patient's needs and links them to appropriate professionals. Patients must have services in place before being discharged from the hospital. Case managers and a transition provider must be involved to guarantee that pre-and post-discharge interventions are implemented

Ethical Criteria

Numerous internal variables contribute to Bellevue Hospital's product and service marketing, most notably the hospital's 280-year tradition of excellence and professionalism. These findings imply both a long-term historical cause and an improvement in her overall health and well-being. Providing high-quality healthcare to all New York residents, insured or uninsured, regardless of financial resources, is a major goal. The clinical, surgical, medical, and ambulatory services at Bellevue Hospital are extensive. Multiple people contribute to the company's payroll, including roughly 1,200 physicians and approximately 42,000 support staff, as well as numerous payers such as Medicare, Medicaid, and uninsured or underinsured individuals; nonetheless, the organization is understaffed. Additionally, the payroll of the organization is burdened by the need to create structures, technology, and human resources to meet the growing demand for healthcare services in communities (Bellevue, 2018). Despite rising demand for healthcare services and products, new entrants will be able to enter the market and meet the expanding healthcare need in the environment and on the market.

Each year, the Bellevue hospital sees approximately 110,000 emergency room patients and over 500,000 outpatients. Numerous Urgent Care Centers in New York City are strategically located/targeted to reduce the high medical costs associated with emergency room visits while also increasing visitor volume. It will be effective at increasing, ensuring, and empowering her citizens' access to the greatest critical/urgent care available in their localities (Bellevue, 2018).

Appropriateness of Proposed Marketing Strategies

Objectives Establish quantifiable benchmarks or milestones against which your organization may monitor its progress toward reaching overarching goals and, if required, alter course. External stakeholders, as well as program workers within your company, should be aware of and understand your organization's objectives. It assists you in staying on track by dividing major goals into smaller, more achievable bits. Process objectives describe and quantify the critical actions your organization will take to accomplish its mission: what your program will accomplish and how it will accomplish it. Objectives include participants, interactions, and deadlines (Kim, 2016). If the process objectives are sufficiently specific, they can also function as a work plan. The outcomes of processes can help your business determine whether it is on pace to finish activities on schedule, within budget, and within the scope originally envisaged.

Communication Strategy

Internal and External Stakeholders

Internal stakeholders include the employees, owners, shareholders, and managers. These parties need to be included in the marketing plan because they are directly affected by the business's failure or success. This is the reason why there is a need to convince them the marketing strategy is aimed at improving the organization's performance. The majority of goals fail due to a lack of clarity. Specific, quantifiable, realistic, meaningful, and time-bound goals are required. Determine whether the outcome of each objective can be quantified. Additionally, management must accept fundamental truths (McLaughlin-Davis, 2019). Not attempt to conceal or deny the reality of the situation. Due to a lack of relevant data, executives typically set erroneous goals. Establishing specific, attainable goals for yourself will help you save time and energy. Additionally, you'll be one step closer to achieving your goal.

Additionally, without a means for tracking your success, your goal will be ineffective at assisting you in growing your practice. Ascertain that your aims are both challenging and attainable. Ascertain that your aims are related to the practice's success (Blenkharn, 2012). Create a plan for accomplishing your objectives and adhere to them. You will be held liable if you do so. To communicate the marketing plan to internal stakeholders, they need to understand my target market, how I have solved the problems that are currently being faced by the organization, how my goals are set, and the ways of measuring them. The stakeholders also need to understand the unique selling position of my marketing plan and how the organization will benefit from it. Finally, it is important to identify those stakeholders who are likely to be rebellious and find ways of convincing them more. It can also be wise to use other stakeholders to convince them.

External Stakeholders

External stakeholders include the government suppliers, customers, trade unions, and creditors. They are simply organizations that are outside the business. Even though they are not directly affected by the actions of the business, somehow they are affected (Leonard, 2020). To communicate to the external stakeholders, it is important to first identify the key stakeholders and convince them of the advantages of these marketing strategies. When they are on board, it will be easier to convince the minor stakeholders.

Sharing the Marketing Plan

You can demonstrate how your program or organization changed participants' attitudes, knowledge, or behavior in the short term by using Impact Objectives. They demonstrate how your program aids participants in accomplishing the program's overarching objectives. Due to the inability to quantify impact objectives, they appear to be more difficult to establish. They remain significant, however, because they speak to the vision and aspirations of your business. It is far easier to accomplish your objectives when you employ specific, evidence-based criteria and benchmarks. Outcome targets are simple to evaluate because your business has either fulfilled or exceeded them. They're an excellent approach to determine where you've exceeded your objectives, as well as where you may have fallen short and by how much.

A medical practice's mission statement is more than a document; it is a purpose pursued with fervor. Clarifying a company's mission statement accomplishes more than simply explaining it; it also establishes the foundation for future success. Before establishing short- and long-term practice objectives, it's vital to consider why you started your practice.

Effectivelness of communication strategies

Without a system in place to measure and assess your progress and the results of your efforts, achieving your goals would be impossible. It is vital to have a mechanism in place for regularly tracking progress. Monitoring and regulating the results of your objectives can assist in ensuring that your approach is effective. To monitor and analyze your progress toward your goals and your actions, you'll need to implement tools or a system. Advertising, personnel/organizational selling, publicity, stakeholder awareness, and information management are all under threat as a result of modern marketing and promotional strategies. It is vital to understand the demographic makeup of the target market in terms of age distributions and sexual orientation, as well as to identify the most effective communication routes for all stakeholders.

Ethical Criteria

As a result of its preparedness, Bellevue Hospital is prepared to deal with any challenging scenario that may emerge. The hospital's code of ethics governs its operations. They are responsible for conveying condolences to the victim, which will assist in establishing a favorable reputation in regions where it is warranted. By preserving the patient's dignity and fostering a respectful environment, the program will conform to the hospital's mission. Additionally, it shall adhere to ethical communication practices while communicating with its stakeholders. It is insufficient for a communicator to craft a message that is well-received by stakeholders; the goal should be to adhere to the seven corporate communication standards, which include the following: objective, understanding the audience's knowledge, relevant, concise, consistent, complete, considerate of the knowledge the audience possesses. In reality, if you adhere to the seven principles, you will communicate ethically.

References

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

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

Bellevue. (2018). NYC Health + Hospitals/Bellevue Employees Celebrate the first Anniversary of Health & Fitness Zone. Retrieved from https://www.nychealthandhospitals.org/bellevue/pressrelease/employees-celebrate-oneyear-anniversary-of-health-fitness-zone/

Blenkharn, I. (2012). NEW HORIZONS IN HOSPITAL ENVIRONMENT AND HYGIENE MANAGEMENT. International Journal Of Hospital Environment And Hygiene Management, 1. https://doi.org/10.5542/ijhehm.v3i0.9372

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

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.

Kim, R. (2016). The U.S. Hospital Management from a Strategic Management Viewpoint. Journal Of Hospital & Medical Management, 2(1). https://doi.org/10.4172/2471-9781.100007

Leonard, K. (2018, October 17). Who are the external stakeholders of a company? Small Business – Chron.com. https://smallbusiness.chron.com/external- stakeholders-company-64041.html

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