As mentioned in Chapter 7 of the course text, â€œmarketing involves both the creation and distribution of goods and servicesâ€ (Stevens, R., & Silver, L. S., 2015, section 7.1: â€œWhat is Marketing,â€ para. 4). Marketing departments should be concerned with customer needs and meeting those needs in the market place. The marketing concept for HCOs, therefore, is patient-centered. However, marketing concerns within a HCO should not be focused on patients in general, but on patients who are part of a pre-selected market segment (i.e., specific customers with specific needs). read Chapter 7 of the course text and the Rao (2012) article, â€œGenerating Growth Through Patient-Centered Commercial Strategies.â€ Then read the scenario below and address the points that follow.
Scenario:The Happy Valley long-term care director notes that past marketing directors and marketing teams made assumptions concerning patient expectations and offered a limited degree of amenities. However, current research indicates that the baby boomer generation will expect a far greater degree of amenities such as TVs in rooms and private bathrooms. In the future, HCOs and marketing teams will focus on analytical tools to gain a more accurate degree of knowledge concerning patientsâ€ actual expectations and needs. The marketing director for Happy Valley long-term care facility decided to perform a qualitative analysis. The marketing team interviewed patients and their families as a means to determine patient needs and expectations. The outcomes of the analysis provided the marketing team with data that could be applied to the development of marketing objectives and strategies to support the strategic plan.
Patient-centered marketing focuses on knowing what specific patients need and expect. Needs and expectations can vary, based on the type of care (e.g., long-term care, hospice, palliative care, renal care, and physical therapy).
In your initial post:
Discuss why patient-centered marketing is an important aspect of your chosen HCOâ€s marketing plan.
Explain how patient-centered marketing would help support the goals of your chosen HCOâ€s marketing plan.
Support your claims with citations and references from the course text and at least one scholarly source.
As described in Chapter 7, there are three basic marketing strategies:
Focus Market Strategy
For this discussion, you will select an appropriate marketing strategy for each of the following long-term care organizations:
Happy Valley Health Care is an 80-bed, rural long-term care organization with little to no competition. Over the years, the organization has been able to meet the needs of its marginalized customer base and provide long-term care, skilled care, and physical therapy to its patients.
Sunny Valley Health Care is a 150-bed, urban long-term care organization that specializes in renal care, cardiac patients, and skilled care for orthopedic patients undergoing knee and hip replacement surgery.
Green Acres Health Care is a 300-bed, inner city long-term care organization that specializes in caring for elderly patients with dementia often associated with Alzheimerâ€s disease and traumatic brain injuries.
, Select one specific marketing strategy for each of the long-term care organizations noted above. In your post, explain the following:
Why you chose the strategy for that long-term care organization
Which of the three marketing strategies would best fit the goals of your chosen HCO
How the strategy would be applied to your marketing plan
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