Brian Lagrange (Journal 3-1) NEW
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Jan 9, 2024
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3-1 Journal: Establishing Context with Urgent Care Centers HCM: 325 Healthcare Marketing Southern New Hampshire University Brian Lagrange October 30, 2023
Professor: Elizabith Baker
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When it regards marketing the urgent care center in this case study, the overall goal was to provide convenience to the community in which they were planning to reach as many as possible was a key factor when establishing the new facilities. With precise location being a major determining factor for having an overall successful operational facility, they decided to focus on mainly suburban areas which were close to high traffic retailers. (Thomas, 2017). The developers realized that these overall locations would appeal to a community that was newer to the community and a community in which had not established in finding a primary care physician as of the current moment. The other potential that they were trying to reach with the newly customers was to establish an urgent care facility where the current community felt that they couldn’t rely on their current physician to meet their overall healthcare needs in a timely manner. The many groups of physicians which were intending to open the urgent care clinic, planed on bringing in marketers to conduct surveys with the current patients in turn, which would allow them to determine the best location to build their urgent care centers. The survey that showed that the patients that would use an urgent care center where likely to be between the ages of 25–40-year-old men and women who were more mobile, possibly the ones that where new to the neighborhood, and families that where well educated and those who had a higher income and didn’t have any children. (Thomas, 2017) The survey’s data also suggested that people who were more often Caucasian and in the middle to upper-middle class would benefit from the model of healthcare the most. These statistics of people who were found to be more of
the forward looking, contempered, easily persuaded around the community where more
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focused about the current conditions and how would it benefit them. This was the type of patients that the urgent care centers wanted to provide for.
By understanding the differences of the people and the people within the community the newly urgent care center plans to serve. The Physicians could specifically focus on the type of patients that would benefit from this type of healthcare facility the most. With the use of Marketers to conduct surveys of the potential patients/customers, the medical group were able to understand the needs and focus on the specific areas that was needed the most.
This understanding is important for the overall success of any new establishment. The more a
business can gain aspects from their potential customers, the more effective they can meet the needs of the customer. The overall focus the marketers select was taking a deeper dive at the consumer demographics and how they compared to the types of consumers that typically used an urgent care center. Acknowledging the demographics of any certain area is an important piece of information when dealing with marketing of any type.
Demographics refers to a statistical analysis of people or a group (Leonard 2019). Demographic of different groups could include people or different gender or races, of different political beliefs, people or who different income levels, and even by age differences. By acknowledging that certain groups of people by age, education levels, their social class, and their access to mobility were the types of consumers where mainly focused on when it came to urgent care clinics, the marketers were able to find the locations Locating the specific
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consumers who needed what the urgent care centers needed and them placing them in those certain centers and those specific areas in which they would be successful. As of today, there are more than 7,000 urgent care centers that are currently located across the United States and if retail medical clinics are included in these statistics the number is closer to being around to 9,000 as of today. (Fresh Technology, 2016). There are several benefactors that can help an urgent care center be successful or unsuccessful. A main reason an urgent care facility would be successful is it has to do with the location in which it is located along with having a highly trained staff, multiple types of services that they provide their, and the time of the operation hours in which they provide services. Having a Highly trained staff where service such as phlebotomy draws, and X-Ray all could be done during normal business hours would improve the overall rate of the urgent care center being a success. The first thing before you can provide good patient service is that you must find the prime location for the business that is the first step. High Traffic and High Visibility locations in areas that can bring in more patients for services are really the first key to success in urgent care center (Ayers,2018)
An Example of an Urgent Care Clinic being in a prime location and for it to be successful is to have it located next to an Physical Therapy Center which open and operates the same hours of business. The location of the building itself is on a busy highway with numerous retail buildings surrounding it. The location of the Physical therapy clinic was located at the front of the building directly facing the road and the Urgent care Clinic was right next to it, so it was
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very visible to see it from the road. Having a business in a prime location is always a benefactor in having a successful business because you don’t want to have your business where
it's not visible and that no one can recognized It, and you will not have foot traffic that way.
There are a lot of factors that go into determining the ideal location for a business and the need for an urgent care center in any area. When utilizing a “SMART” marketing objective it will assist you to identify important factors to help the current facility to be successful. Overall,
if a location is going to strive, being truthful and pointing out all the opportunities that are at your disposal that are available to you now for the best location for an urgent care center is what is needed at the current moment. Having a location in mind next to the ideal target location with the ideal of patient target population in which the clinic can serve them well and serve them with their community needs (Gurganious & Greenfield, 2015). If a desirable location is found SMART goals can be developed and it helps modify as the center grows and changes to allow centers to increase patients visit to over 40% over the next year. The SMART
goals to achieve this would be as follows:
Specific: To increase new patients every 100 visits each month, they don’t have to be transferred to an emergency room for care by May 31,2020
Measurable: Have an overall awareness of the facility and be involved in the community by visiting local primary offices, local schools, outreach communities once a month. Also running ads in the local newspapers.
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Attainable: Make sure you are providing excellent service to patient and the patients primary care physician will be willing to refer patients to you more often.
Relevant: This will help boost clientele at the Urgent Care facility, which in turn will help increase the business and revenue.
Time Bound: Increase patients seen by 3 per day which will allow the facility to increase the number to 100 patients cared for per month by May 31,2020
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References:
Ayers, A (2018, September 9) The Journal of Urgent Care Medicine:
Successful Site Selection in Urgent Care.
Retrieved from. https://www.jucm.com/successful-site-selection-urgent-care
Fresh Technology. (2016, May 25) Key Elements of Successful Urgent Care Clinics
Retrieved from: https://fresh.technology/key-element-of-successful-urgent-care-centers
Leonard, K (2019, January 31) The Importance of Demographics to Marketing. Retrieved from: https://smallbuisness.chron.com/importance-demographics-marketing-
25365.html
Thomas, R. K. (2015) Marketing Health Service (3
rd
ed). Chicago Health. Administration Press.
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