MARKETING HEALTH CARE FOR POPULATIONS

MARKETING HEALTH CARE FOR POPULATIONS

Stuart Pettingill, chief of the medical staff at East Bank Regional Hospital, has decided to

recruit a neurologist to add to the hospital’s existing Cerebrovascular Disease (CVD) Clinical Care

Center. This new physician will begin work on the first of the following year. Pettingill needs to present

a proposal to the hospital board for approval. To prepare, he asks Dana Lopez, who has recently

been hired as Vice President for Clinical Practice, to gather some information to “put some meat” into

his planned presentation. Lopez reviews data from the CDC, the U.S. Census, and other sources for

the defined population service area of East Bank Regional Hospital, which can be described as a

moderate-sized metropolitan area. Partial results of Ms. Lopez’s review are listed in the text as Table

9.1.

TABLE 9.1. Race White Black Totals Managerial Epidemiology for Health Care Organizations INCIDENCE OF CVD IN THE EAST BANK REGIONAL HOSPITAL SERVICE AREA. Number of newly Midyear Incidence rate diagnosed cases population (per 1,000 of CVD in the population) previous year 4,590 846,?11 5.42 2,4?0 425,064 5.81 7,060 1,2?1,??5 5.55

Lopez knows that the prevalence of the disease in the East Bank Regional Hospital service area

would be an important factor to determine the potential population with CVD in a given period for the

targeted service area. Ms. Lopez reviewed data from the CDC National Health Interview Survey,

which showed that the prevalence rate for cerebrovascular disease is 10.7 per 1000. In addition, she

determined that the five-year annual mean incidence rate for CVD is 7.8 per 1,000.

1. Using the prevalence rate provided, calculate the total estimated number of persons

with cerebrovascular disease among the Midyear population. Show your work.

2. Using the incidence rates provided in Table 9.1, calculate the total estimated number

of persons with cerebrovascular disease among the three (3) groups below. Use the

Midyear population for each group. Show your work.

1) Whites

2) Blacks

3) Total

3. Do the totals in #1 and #2 differ? If so, why? If not, why not?