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Milestone Three 1
Milestone Three: Marketing and Communication Strategies Ashley D. Terry
Southern New Hampshire University
Milestone Three
2
Marketing Strategies
Bellevue's mission prides itself on providing quality care to the people of New York by treating patients with dignity, compassion, and sensitivity (About Bellevue, 2023). By adding additional support services to Bellevue, they will be expanding their mission and creating opportunities for even better patient care. For the proposed support services to be successful, Bellevue will have to use multiple different innovative marketing strategies (Berkowitz, 2017). By utilizing market segmentation, Bellevue can group its target markets together based on demographics, geographics, socioeconomics, and psychographics (Berkowitz, 2017). After grouping the target markets together, they then can find marketing tactics that appeal to those segmentations. Some of the top reasons patients are seeking care at Bellevue include pregnancy, opioid abuse, post-traumatic stress disorder, and diabetes (CHNA, 2022). While providing clinical care to these patients is crucial, providing emotional support and other services to ease the patients and families could prevent rehospitalization and improve the patient’s overall health (Berkowitz, 2017). These support services could align professionals with
volunteers to run a number of services that all stem from Bellevue and reach out to the community Bellevue services (Cellucci, 2014) These new services would include support groups,
making and distributing care packages to community members, errand services and others based on the needs of the Bellevue community (Berkowitz, 2017). Geographically and socioeconomically the target market will be individuals that live in high-poverty areas of the community. Many of these people use public transportation to get around which makes billboards and print media good marketing techniques (Cellucci, 2014). The younger generation
Milestone Three
3
is likelier to see information about these support services on social media. By using multiple marketing techniques, Bellevue will reach as many people as possible of their target demographics. Print media such as brochures are a great tool because these people are getting some tangible to keep and read and refer to if needed in the future (Grewal, et.al, 2020). The brochure will include information on the support services, where to register for the programs, and who to contact for more information. Marketing strategies on social media will include the same with links to reach out for more information (Grewal, et.al, 2020). Four and Five P's
Marketing strategies are centered around the four Ps of marketing - place, promotion, price, and product (Berkowitz, 2017). When it comes to healthcare marketing the five Ps of marketing also come into play - patients, physicians, politics, payers, and the public (Cellucci, 2014). The focus of these proposed services will center around promotion, patients, and price. Promoting the additional support services will be crucial in building the programs to be successful. The patients are going to be the biggest benefactors of these proposed services. The patient will not only be receiving medical care but also the support they need to continue to receive the best care possible and remain as healthy as they can be during their time of need (Berkowitz, 2017). The price of adding these support services could be costly but utilizing volunteers, government funding, and partnering with local community organizations will help cut
the price and bring in community involvement (Cellucci, 2014). Target Market
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The target market for these proposed new support services will be those patients who are seen most frequently at Bellevue and need extra support or help to achieve a healthier lifestyle. Patients who are heavily seen at Bellevue such as pregnant women, opioid abusers, diabetics, and people with post-traumatic stress disorder will be the starting point and target market for the support services (CHNA, 2022). These services will be centered around helping these four groups of people cope with the factors in their lives that have gotten them here and help them to achieve the healthiest lifestyle possible which also aligns with Bellevue's mission, goals, and values (About Bellevue, 2023). These initial support services will be centered around these four groups of people making them the initial target market. In time this target market may change depending on how successful these services are and if the funding is available to extend the services to other target markets (Berkowitz, 2017). The population of this target market will range in age, and cultural backgrounds, and be pretty diverse (Berkowitz, 2017). Current Strategies
Currently, Bellevue seems to do most of its marketing through its website and other internet-based options (About Bellevue, 2023). These marketing strategies might be difficult for some of the target markets for the new services to access. Using multiple marketing strategies in conjunction with each other to reach as many people as possible in these target markets (Berkowitz, 2017). Print media such as brochures and billboards that can be easily seen while out
walking to using public transportation will reach the people that fall into these target markets for the proposed new support services. Direct mailers to homes are another marketing strategy that may be more effective than just the organization's website as well (Cellucci, 2014). These
Milestone Three
5
mailers will notify people in the community of the new services and how to access them, register, and enroll. While the recipients of the mailers may not be the exact target market, they may know people who fall into these target markets and reach out to them which will be a successful strategy as well (Kemp, et. al, 2017). Proposed Marketing Strategies
The proposed strategies for the new support services at Bellevue will be marketed in multiple ways to ensure everyone in the target markets is reached. Billboards and brochures passed out through direct marketing will be the biggest strategy used (Cellucci, 2014). Adding a tab to Bellevue's website that highlights the new services and offers a link to register or receive more information as well as a sign-up to volunteer will also be available. It will be an appropriate
tool to get people involved. With the need to reach multiple target markets, there is a need for multiple marketing strategies (Berkowitz, 2017). The important piece will be to keep these strategies aligned with each other as well as the mission, values, and goals of Bellevue (Cellucci,
2014). Social media will also be helpful in strategically marketing these new services as well as mailers to homes in the community. Utilizing direct and indirect marketing strategies to ensure the success of the support services and all the people they could help will be crucial (Cellucci, 2014). Ethical Criteria
A code of ethics is put into place in most businesses and organizations to ensure integrity and honesty. When marketing new services, making sure the marketing strategies align with the code of ethics will help keep marketing honest, and give people exactly what is being marketed
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