Ethan_Feener_Assessment1-1

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Marketing Plan MSH Marketing Team Ethan D. Feener 08/30/2023 1

Executive Summary HCA is a dominant player in the healthcare industry, providing innovative care at a competitive price. HCA builds its business from the ground up by employing the most skilled doctors and nurses and supplying them with state-of-the-art technology that rivals all competitors. Above all, HCA prides itself on providing the same level of care through the care process, no matter what facility a patient is admitted to. The continuum of care that HCA provides is why HCA leads the edge in healthcare in America and is ranked among the top healthcare providers in the nation. HCA creates a unique market for its hospitals and urgent cares by entering only certain areas whose demographic needs HCA is known to meet. HCA creates a unique environment for its hospitals by first establishing care sites in predominant areas, marketing itself through its long and trusted name, and lastly establishing a sense of security by employing only the best nurses and doctors. Business Context HCA’s continuum of care has been well-established over the years. HCA is known for its outstanding patient care and leads the charge in innovative new surgeries and procedures that have changed lives. Recently, HCA has begun working on a new product to revolutionize the healthcare industry. HCA is facing a nursing shortage, and nursing and doctor documentation is often hard to access. HCA has worked tirelessly over the last couple of years to develop a new EHR (Electronic Health Record) system that will help standardize these two areas and fix the nursing problem and documentation gap. The solution is called Expanse, an innovative new EHR system that will revolutionize healthcare for the patients' healthcare and give more freedom to the nurses and doctors. The first significant issue is a labor shortage; nurses are quitting left and right because hospitals need more staff, and less seasoned nurses run the floors. This creates an issue with 2

patients' quality of care due to experienced nurses providing the majority of care. Secondly, nurses cannot learn new areas of expertise as they continually fill shifts due to need instead of learning. Expanse will introduce a unique scheduling component that will help nurses work shifts more suited to their level of expertise while also giving them enough time away from the hospital. Nurses will undergo a short review of their specialties and general know-how, equating to a token value that will feed into an AI system to generate nursing schedules. This AI will also take into account how long nurses have been working, their areas of expertise, where they are comfortable, account for how many patients are in a hospital and also be able to predict the possibility of new patients coming and going. This will significantly affect the quality-of-care nurses can give as they will be well-rested and have their voices listened to. The second component of Expanse is the integration abilities that will be brought to the forefront. Nurses and doctors spend over 50% of their shifts on administrative tasks instead of one-on-one with the patients. Expanse will allow connectivity of other products such as iMobile, Mobile Heartbeat, and GoogleLens to span the gap from the computer to the doctor. Nurses and doctors will be able to, in real-time, chart what is happening at the bedside instead of having to come back hours later and chart. This integration will also create a more dynamic continuum of care that will promote speedy responses and predictability. Doctors and nurses will have almost instant access to patients' vitals digitally represented to the nurse’s hand-held device. More substantially, doctors and nurses can integrate with real-life search engines to help find quick and easy responses to areas where their knowledge may be lacking. 3

Situation Analysis The PESTLE analysis is a way to define external factors that can significantly affect a business; in terms of HCA, the political aspect of PESTLE is most important. In the healthcare industry, many blurred lines and grey areas affect healthcare; some hot topics are abortion or drug costs. Unfortunately, political parties are often way too heavily involved in healthcare when they are not doctors and make decisions for patients without understanding the ramifications of their actions. Thus, HCA needs help with the political arena. HCA must stay as neutral as possible and, by doing so, not show favoritism to one side; after all, HCA is here to serve the people and not the whim of some government officials. Economics plays a huge role in healthcare as well, as we have seen a surge in cost due to inflation; this also hinders HCA's ability to perform adequate healthcare. Supply chain issues and the economic stress of inflation have created giant holes that HCA must mitigate to continue to adhere to its healthcare standard and give its patients the best quality of care. The economic pressures of the global market or the political theater are always present and MUST be addressed for HCA to perform well. HCA performs a social analysis often when moving into a new market. HCA inspects the area, demographics, consumer trends, and lifestyles to make sure HCA will be a good fit and succeed. At its heart, HCA is always looking out for the patients and wanting to give them the quality of care they deserve, and thus, the patients must be willing to accept a certain level of healthcare that only sometimes fits into every market. This analysis has helped HCA beat the competition and stay on top of its game to serve where it is most wanted instead of anywhere. HCA continues to grow its technological resources in leaps and bounds; most notably, HCA has invested billions of dollars in moving its hospitals from an antiquated EHR system to a much more innovative and adaptable software. By doing so, doctors can leverage the tools in patients' rooms, get real-time readings, and publish records and discharge orders at unprecedented rates. The ability of doctors to perform these administrative tasks at lightning- 4

fast speeds and ensure their accuracy is paramount. HCA understands this need and does its best to ensure it is servicing its patients through the best possible technological advances today. The legal aspect of HCA is aggressive and always a fight; HCA continually fights for its patience, as well as protecting its interests and ensuring that it, too, is covered, from ensuring employee happiness and compliance to mitigating fall risk and patient lawsuits. These fundamental pillars are how HCA stays in business and continues to give its patients top care. HCA's innovation department takes legal actions and asses them to see if there are ways in which HCA could mitigate the issue in the future and grow from this experience. Lastly, ethical and environmental compliance is a massive factor for HCA as it strives to live above reproach and not fall too far one way or another; just as HCA's stance in the political arena is as neutral as it can be, so too when it comes to ethical and environmental compliance. HCA continually takes steps to mitigate its CO2 emission and better understand its carbon footprint. Regarding ethical compliance, HCA has won the Diversity Award several years in a row, ensuring that its workforce is diversified and its employees understand how best to assist others in ethical compliance. The SWOT analysis will help companies make executive decisions with more facts available. 5

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