HP510 Final Project Milestone Three Guidelines and Rubric Bellevue Hospital marketing and communication plan
The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan.
The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions.
These milestones will be submitted in Modules Three, Five, and Seven. The final product will be submitted in Module Nine
The last assignment to complete the final paper is based on marketing and communication strategies based on this proposed service:
Proposed Service for Marketing
The proposed service for the hospital is a new health payment plan for the uninsured. The plan will be designed to make care more affordable for the out-of-pocket payers since this is one of the most expensive care payment plans. This strategy addresses the opportunity of developing new services that will make Bellevue Hospital safer and more accessible to more people without the ability to afford insurance plans.
The rubric for both assignments are attached as well as part one and part of the final paper.
Running head: BELLEVUE HOSPITAL 1
BELLEVUE HOSPITAL
Bellevue Hospital
Maria Williams
Southern New Hampshire University
11/16/2019
Bellevue Hospital
Bellevue Hospital and Its Current Services
Bellevue Hospital is a non-profit making organization that is locally owned. It offers a range of services whose aim is better healthcare of the community. To begin with, the hospital offers a range of ambulatory services on-site. They provide patients with high quality and convenient care in outpatient and private setting. Most patients do not like receiving medication through oral, injection, or infusion, but prefer the use of IV. Bellevue Hospital also offers aquatic therapy, which provides patients with a chance to receive therapeutic services with low impact. It has been proven that pain is typically minimized or eliminated in aquatic therapy since the body is supported by water, which in turn offloads the weight directed at joints.
Additionally, the hospital provides cardiac rehabilitation services for clients who have already undergone surgery and are recovering. This program seeks to speed up the recovery of the patients and also minimize the chances of it re-occurring in the future. Patients learn how to improve physical fitness and exercise through this program (Stiehl, 2017). Also, the hospital offers specialized education for diabetic patients to help them create and maintain a healthy lifestyle through topics such as monitoring, education, medication, exercise, and diet. Bellevue Hospital, also using advanced technology, offers diagnostic imaging convenient services that fit various needs of a whole family.
Moreover, it provides family health services through different appointments, and they often accept new patients. Their rehabilitation team can complete services that are related to work for families so that they improve their safety and health, productivity, minimize injuries, and reduce costs. Besides, the hospital gives full lactation services, and they support the rights of the baby to breastfeed.
Ways the Organization’s Mission, Vision, and Goals Serve Its Stakeholders
The mission statement helps the stakeholders by taking care of the patients. Bellevue works to prevent illness, treat the injured, and heal the sick among its stakeholders (William, N. R., & Joan, R. (2015). In addition, through their mission, they protect their trust so that it can be a progressive and quality healthcare facility. Using its vision statement, the hospital ensures that its stakeholders have the necessary resources which could help them attain high health levels throughout life. In addition, they can benefit from the hospital through its courage, integrity, compassion, and respect for their confidentiality and individuality. Bellevue hospital is also progressive in its provision and anticipation of future health services. Finally, the hospital is reliable and always available to serve the community whenever they need it.
The Current Target Market of Bellevue Hospital
The target market for this hospital currently is substance use disorder patients. To reach them, the hospital has formed a task force that would help it find ways in which it can achieve this group. People in this group usually start using drugs for a desire to experiment with them; then, they go on to consume them occasionally, and finally, they end up using them intensively and sometimes developing a substance use disorder. This progression is complex and is only partially known. The process depends on the interactions between the substance, the user, and the environment. Treatment of this disorder varies depending on the substance and circumstances. The specific treatment depends on the drug consumed, but usually consists of advice and sometimes requires the use of other substances. The support of the family and the support groups helps to maintain the person's commitment to interrupting consumption. Since the sharing of needles is a frequent cause of HIV infection, programs to reduce their incidence are carried out. Its objective is to reduce the infections due to the use of drugs in which they cannot stop using them. Therefore, consumers are given sterile needles and syringes so that they do not reuse those of other users. This strategy helps reduce the transmission and costs to society of HIV infection and hepatitis.
References
William, N. R., & Joan, R. (2015). The history of the Bellevue Hospital chest service (1903–2015). Annals of the American Thoracic Society, 12(10). Retrieved from https://www.atsjournals.org/doi/full/10.1513/AnnalsATS.201506-370PS
Stiehl, C. (2017, January 10). The Most Bizarre & Inspiring Stories from America's Oldest Public Hospital & Psych Ward. Retrieved from https://www.thrillist.com/health/nation/bellevue-hospital-nyc-psych-ward-crazy-true-stories-history
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Situation Analysis
Maria Williams
Southern New Hampshire University
Situation Analysis
One of the strengths of Bellevue Hospital is the variety of services. Patients can access a wide variety of healthcare and rehabilitative services at this facility. Some of the services offered at the facility include cardiac rehabilitation, aquatic therapy, and education for diabetic patients. Another strength that enhances this facility is the high quality of services offered. This hospital is known for its high quality inpatient and outpatient care. Lastly, this facility is enhanced by its offer of specialized care. Aside from the typical ambulatory care and admission of patients, this hospital has several specialized care packages that make it a unique option for patients. For instance, the aquatic therapy offered by Bellevue Hospital is tot available in many healthcare facilities.
2. Weaknesses
The psychiatric ward at Bellevue Hospital has gained a negative reputation from events that have occurred through history. This hospital has been associated with the several bizarre occurrences that influence the decision-making of the patients when choosing a center to get their services (Panero, 2017). Another weakness is the lower focus of the hospital in its in-patient care. Bellevue is mainly known for its ambulatory care, but the reputation of its in-patient care may need improvement. Lastly, Bellevue may be geographically limited because it is one of the few hospitals in New York that offer self-pay services, or services to people with no insurance. Being a safety net hospital makes it a high demand hospital, this, it needs to be more accessible.
3. Opportunities
This organization has the chance to increase collaborations or acquire other healthcare organizations to diversify its services across New York. There is a chance to create more opportunities for people who are far from the main hospital but would want its services. Another opportunity for Bellevue is to increase funding opportunities that would help to expand and diversify some important services such as diabetes care and post-surgical rehabilitation. Lastly, this facility has the chance to create to health care programs that will be more inclusive for uninsured and underinsured people so that they can get access to the best quality available.
4. Threats
There is an increasing demand for expensive healthcare services. This threat makes it harder for this organization to continue being a safe net hospital for people who cannot afford care. Secondly, is an increasing rate of inflation that will continue to make it harder for the organization to provide its services in a cost-effective manner. Lastly, this organization is threatened by increasing competition from private hospitals in New York. The facility was ranked 40th as the overall best hospital in New York based on customer ratings. This is a low rating considering it is the NY flagship hospital.
Proposed Service for Marketing
The proposed service for the hospital is a new health payment plan for the uninsured. The plan will be designed to make care more affordable for the out-of-pocket payers since this is one of the most expensive care payment plans. This strategy addresses the opportunity of developing new services that will make Bellevue Hospital safer and more accessible to more people without the ability to afford insurance plans.
Marketing Goal
The goal of the marketing plan is to; reduce the number of non-paying patients by at least 30% within the next one year.
With the new payment plan, the hospital should make the hospital more affordable for uninsured people so that they are able to pay for care. This means that the number of people who completely fail to pay for services will reduce.
Alignment of Goal
Bellevue Hospital aims to be a progressive hospital and one of its main goals is to show compassion to its patients. By creating a good payment plan, the hospital is showing compassion, which is demonstrated by the facility’s ability to make healthcare accessible to more people.
References
Panero, J. (2017, April 14). At the center of the epidemic. Retrieved from: https://www.city-journal.org/html/center-epidemic-15118.html
Pressman, M & Bolen, S. (2013). 2013 Community Health Needs Assessment and Implementation Strategy: Bellevue Hospital Center. Retrieved from: https://www.nychealthandhospitals.org/bellevue/wp-content/uploads/sites/4/2016/08/chna-bellevue-2013-1.pdf
U.S. News and World Report (2015). NYC Health and Hospitals Retrieved from: https://health.usnews.com/best-hospitals/area/ny/bellevue-hospital-center-6212630
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IHP 510 Final Project Milestone Three Guidelines and Rubric Marketing and Communication Strategies
Overview: For this milestone, due in Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the service you are proposing for the hospital. Note that the stakeholders are unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan. Prompt: Review the Module Seven resources as well as the activities throughout the course. Pay particular attention to the marketing exercises in which you explored various marketing strategies, as well as the Module Six Worksheet where you considered targeted marketing and communication strategies for a particular healthcare organization. Next, draft a 3- to 5-page paper that addresses the following critical elements:
I. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet the marketing goal of the proposed service.
A. Which strategies have you determined are most effective in meeting your marketing goals? B. Describe areas of the 4 and 5Ps that will be addressed in the marketing mix. For example, one consideration might be how the organization will
be paid for the service and how the service could be impacted by policy and politics. C. Describe the target market for your proposed service. What are the geographies, demographics, psychographics, and behaviors of your target
market? D. Why do you feel the currently used marketing strategies will not meet the needs of the proposed market? E. How are your proposed marketing strategies appropriate for your identified target market? F. What ethical criteria guided your selection of the marketing strategies you chose? (Refer back to the frameworks on ethics and ethical decision
making from Module Three.)
II. Communication Strategies: In this section of the marketing plan, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the proposed service. Note that this is unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.
A. How will you communicate the marketing plan to internal stakeholders? For example, some internal stakeholders might be employees, doctors, or administration.
B. How you will share this marketing plan with indirect and direct external stakeholders? For example, some external stakeholders might be legislators or public health officials.
C. How will these communication strategies effectively drive collaboration and contribute to the effectiveness of the marketing plan?
D. What ethical criteria did you use to guide communication decisions for stakeholders of varying sectors of the population? (Refer back to the frameworks on ethics and ethical decision making from Module Three.)
Refer to your texts, course resources, and your own research to support your responses. Be sure to incorporate feedback from you instructor on this milestone into your final submission, due in Module Nine.
Rubric Guidelines for Submission: This milestone should be submitted as a Word document, 3 to 5 pages in length, double-spaced, using 12-point Times New Roman font, one-inch margins, and the latest edition of the APA manual for formatting and citations.
Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Marketing Strategies: Strategies
Selects strategies aligned to marketing goals
Selects strategies, but alignment to marketing goals is unclear
Does not select strategies 9.5
Marketing Strategies: Four and
Five Ps
Describes areas of the Four and Five Ps that will be addressed in the marketing mix
Describes areas of the Four and Five Ps that will be addressed in the marketing mix, but descriptions are incomplete, unclear, or illogical
Does not describe areas of the Four and Five Ps that will be addressed in the marketing mix
9.5
Marketing Strategies: Target
Market
Describes the target market of the proposed service
Describes the target market of the proposed service, but description is incomplete or unclear
Does not describe the target market of the proposed service
9.5
Marketing Strategies: Currently
Used Strategies
Explains why the currently used marketing strategies will not meet the needs of the proposed market
Explains why the currently used marketing strategies will not meet the needs of the proposed market, but explanation is incomplete, unclear, or illogical
Does not explain why the currently used marketing strategies will not meet the needs of the proposed market
9.5
Marketing Strategies: Strategies
Justifies how proposed marketing strategies are appropriate for identified target market
Justifies how proposed marketing strategies are appropriate for identified target market, but response is incomplete, unclear, or illogical
Does not justify how proposed marketing strategies are appropriate for identified target market
9.5
Marketing Strategies: Ethical
Criteria
Explains how ethical criteria were used to guide selection of marketing strategies
Explains how ethical criteria were used to guide selection of marketing strategies in manner that is incomplete or unclear
Does not explain how ethical criteria were used to guide selection of strategies
9.5
Communication Strategies: Internal
Stakeholders
Explains how to communicate the marketing plan to internal stakeholders
Explains how to communicate the marketing plan to internal stakeholders, but plan is incomplete or unclear
Does not explain how to communicate the marketing plan to internal stakeholders
9.5
Communication Strategies: External
Stakeholders
Describes how to share this marketing plan with direct and indirect external stakeholders
Describes how to share this marketing plan with direct and indirect external stakeholders, but description is incomplete or unclear
Does not describe how to share this plan with external stakeholders
9.5
Communication Strategies:
Collaboration and Effectiveness of Plan
Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan
Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan, but response is incomplete, unclear, or illogical
Does not justify how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan
9.5
Communication Strategies: Ethical
Criteria
Explains how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population
Explains the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population
Does not explain how the ethical criteria were used to guide communication decisions for stakeholders
9.5
Articulation of Response
Submission has no major errors related to citations, grammar, spelling, syntax, or organization
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas
5
Total 100%
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1
IHP 510 Final Project Guidelines and Rubric
Overview Healthcare marketing is a multidisciplinary area of public health practice. This approach draws from traditional marketing theories and principles, adding evidence-based strategies focused on prevention, intervention, and health promotion. It involves the creation, communication, and delivery of health information to diverse populations. As a healthcare professional, you will be asked to participate in the marketing process, and, as you will learn throughout the course, there are various elements of a healthcare marketing plan. The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan. The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final product will be submitted in Module Nine. In this assignment, you will demonstrate your mastery of the following course outcomes:
IHP-510-01: Analyze internal and external market factors that impact marketing decisions and strategies in a healthcare setting IHP-510-02: Evaluate ethical issues considered when creating a healthcare marketing plan for alignment with industry criteria IHP-510-03: Apply fundamental principles of strategic marketing to healthcare organization strategic planning that align to organizational mission and
goals
IHP-510-04: Evaluate strategic marketing methods used in a marketing plan for their potential to reach specific healthcare audience demographics IHP-510-05: Recommend communication strategies for effectively collaborating with internal and external stakeholders in the implementation of
marketing plans
Prompt For the final project, you will develop a marketing and communication plan for Bellevue Hospital. In your plan, you will analyze the healthcare organization, propose a new service, and develop marketing strategies for this proposed service and identified target market. In addition, you will develop strategies to effectively communicate your marketing plan to the internal and external stakeholders, to drive collaboration in the implementation of the plan. To begin, you will review NYC Health + Hospitals/Bellevue. You will use this organization as the base of your final project. Then, review the Bellevue Community Needs Assessment (2016). This needs assessment will inform decisions you make in your marketing and communication plan around the service you propose, your target market, and the marketing strategies you develop.
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Resource:
Bellevue. (2016). Community health needs assessment. New York City Health and Hospitals. Retrieved from http://www.nychealthandhospitals.org/bellevue/community-health-needs-assessment-report/ Specifically, the following critical elements must be addressed. Most of the critical elements align with a particular course outcome (shown in brackets).
I. Introduction: In this section of the marketing plan, you will be describing the current state of the healthcare organization and selected service. A. Describe the mission, vision, and strategic goals of the healthcare organization. [IHP-510-03] B. Describe the current state of the service, using the guidelines of marketing. [IHP-510-01] C. Describe the stakeholders, using the healthcare marketing guidelines. [IHP-510-01] D. Evaluate how the current state of the services aligns with the mission statement, vision statement, and goals of the organization. [IHP-510-03] E. Describe the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors. [IHP-510-04]
II. Situational Analysis: In this section of the marketing plan, you will be conducting a needs analysis to identify and propose a service for the organization.
A. Analyze the internal and external market factors impacting the healthcare organization. [IHP-510-01] B. Propose a service to market for this organization. Include an explanation as to whether it is addressing an opportunity or weakness from the
market factor analysis. [IHP-510-03] C. Develop a marketing goal for the proposed service, applying the SMART goal framework. [IHP-510-03] D. Justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization. [IHP-510-03] E. Analyze the competition for the proposed service. [IHP-510-01] F. Evaluate how the current marketing strategies used by the organization adhere to industry ethical criteria. [IHP-510-02]
III. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet the marketing goal of the proposed service.
A. Select marketing strategies to guide your marketing plan. Be sure that these strategies are aligned to your previously developed marketing goal. [IHP-510-03]
B. Describe areas of the Four and Five Ps that will be addressed in the marketing mix. For example, one consideration might be how the organization will be paid for the service and how the service could be impacted by policy and politics. [IHP-510-01]
C. Describe the target market of the proposed service. For example, consider the geographies, demographics, psychographics, and behaviors of your target market. [IHP-510-04]
D. Explain why the currently used marketing strategies will not meet the needs of the proposed market. [IHP-510-04]
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E. Justify how your proposed marketing strategies are appropriate for your identified target market. [IHP-510-04] F. Explain how ethical criteria were used to guide your selection of marketing strategies. [IHP-510-02]
IV. Communication Strategies: In this section of the marketing plan, you will explain the communication strategies you will use to involve the internal and
external stakeholders of the healthcare organization that will be impacted by the proposed service. (Note that this is unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.)
A. Explain how you will communicate the marketing plan to internal stakeholders. [IHP-510-05] B. Describe how you will share this marketing plan with indirect and direct external stakeholders. [IHP-510-05] C. Justify how these communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan. [IHP-
510-05] D. Explain the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population. [IHP-510-
02]
Milestones Milestone One: Introduction In Module Three, you will provide an introduction to the healthcare organization (Bellevue Hospital) that is the basis of your marketing and communication plan. You will describe the organization’s current services; explain how the organization’s mission, vision, and goals serve its stakeholders; and identify its current target market. This milestone will be graded with the Final Project Milestone One Rubric. Milestone Two: Situational Analysis In Module Five, you will conduct a full situational analysis to identify the internal and external market factors that impact Bellevue Hospital, propose a service to market for the organization, and generate a marketing goal for this proposed service. This milestone will be graded with the Final Project Milestone Two Rubric. Milestone Three: Marketing and Communication Strategies In Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the service you are proposing for the hospital. This milestone will be graded with the Final Project Milestone Three Rubric.
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Final Submission: Marketing and Communication Plan In Module Nine, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One Introduction Three Graded separately; Final Project Milestone One Rubric
Two Market Analysis Five Graded separately; Final Project Milestone Two Rubric
Three Marketing and Communication Strategies Seven Graded separately; Final Project Milestone Three Rubric
Final Submission: Marketing and Communication Plan
Nine Graded separately; Final Project Rubric
Final Project Rubric Guidelines for Submission: Your analysis paper must be 10 to 15 pages in length (plus a cover page and references) and must be written in APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Include at least 10 peer-reviewed sources that are no more than 5 years old, cited in APA format.
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Introduction: Mission, Vision, and
Goals [IHP-510-03]
Meets all “proficient” criteria plus description provides insight into the mission, vision, and goals of the organization
Describes the mission, vision, and strategic goals of the organization
Describes the mission, vision, and strategic goals of the organization in a way that is incomplete or unclear
Does not describe the mission, vision, or strategic goals of the organization
3.1
Introduction: State of the Service [IHP-510-01]
Meets all “proficient” criteria plus description demonstrates a nuanced understanding of the current state of the service and the marketing framework
Describes the current state of the service using the marketing framework
Describes the current state of the service using the marketing framework, but response is unclear or incomplete, or framework is applied inaccurately
Does not describe the current state of the service using the marketing framework
3.8
5
Introduction: Stakeholders [IHP-510-01]
Meets all “proficient” criteria plus description includes nuanced insights regarding the stakeholder
Describes the stakeholders of the organization using the healthcare marketing framework
Describes the stakeholders of the organization using the healthcare marketing framework in a manner that is unclear, incomplete, or inaccurate
Does not describe the stakeholders of the organization using the healthcare marketing framework
3.8
Introduction: Services Align With
Organization [IH
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