A Manifesto For Transforming Healthcare Marketing Essay

3. An orthopedic group practice has decided to develop a pediatric sports medicine program. Identify potential target markets for this new service.

However, in light of its organizational problems, the situation surrounding HCCH has many opportunities.  First, increased funding looks promising; as $875 billion dollars has of late been approved with the Affordable Care Act to challenge the unacceptable status quo of health care in all of America.  Second, HCCH is in a good position to be repositioned- meaning that HCCH’s core values of service, equality, and trust are important values to its stakeholders and will only better be reinforced through an effective rebranding.  The rebranding itself is of course the third opportunity as the professional advice sought generated enlightening ideas and will guarantee a quality solution. By leveraging these opportunities and strategically managing and mitigating its problems, HCCH has the potential to create a viable marketing plan that will help keep it moving towards its organizational goals.

"In the past two decades or so, health care has been commercialized as never before, and professionalism in medicine seems to be giving way to entrepreneurialism," commented Arnold S. Relman, professor of medicine and social medicine at Harvard Medical School (Wekesser 66). This statement may have a great deal of bearing on reality. The tangled knot of insurers, physicians, drug companies, and hospitals that we call our health system are not as unselfish and focused on the patients' needs as people would like to think. Pharmaceutical companies are particularly ruthless, many of them spending millions of dollars per year to convince doctors to prescribe their drugs and to convince consumers that their specific brand of drug is needed in

As discussed previously, the Affordable Care Act of 2010 passed by the legislature, drastically changed the entire healthcare economy. In fact, ever since the ACA was passed it was required by law for hospitals to increase the amount of attention given to the individuals of the community in order to meet their needs. Also, the ACA allowed close to 10 million individuals to have health insurance through Medicaid and private health insurances, which has a high impact on all the hospitals, such as Yale New Haven. For example, since millions of Americans can now afford health insurance, there is a large influx of patients who can go to hospitals and actually afford the overall cost. The non-profit hospital of Yale New Haven is benefiting in two ways. First, they are achieving their mission by caring for the individuals of their community who now have insurance and secondly, they are being compensated in terms of revenue to improve their organization in regards to hiring the greatest physicians and having the best technology and supplies to treat their large influx of patients (Cunningham, 2015). The rise in health insurances increases the total amount of money earned by that non-profit organization and the amount of patients receiving great quality of care.

According to Gawande’s investigation, McAllen is an outlier in terms of U.S. health care data; this city has the highest spending of health care in the country. Its neighboring city, El Paso, shares similar demographics and provides a similar level of care but oddly enough, the average cost of receiving health care in McAllen was double of that in El Paso. Gawande later finds that the high cost of health care in McAllen provided more of everything: diagnostic testing, hospital treatment, surgery, and home care (Gawande, 5). Indeed, we cannot point fingers at the doctors if the procedures were deemed necessary. However, there are some doctors who saw their practice primarily as a stream of revenue. Gawande held Hospital Renaissance largely responsible for the high cost of health care in McAllen. This particular hospital has a reputation for aggressively recruiting high-volume physicians to become investors and send the patients there. In return, they would receive their fee for service and a

How did American healthcare become big business? Some blame the lack of government regulation, that which allows medical industries to profit off of sick or injured patients. Others point fingers at those who benefit from government sponsored healthcare, claiming that tax increases and excessive use of government money are the true root of the problem. In Elisabeth Rosenthal’s An American Sickness: How Healthcare Became Big Business and How You Can Take it Back, the acclaimed journalist (and licensed physician) explores the growing link between healthcare and profit. Rosenthal expertly analyzes the rise of profit-driven insurance agencies, hospitals, and pharmaceutical companies; as well as describes the effect that these institutions

Some argue that managed care does not improve the quality of care because according to several studies, performance indicators for such, rank very low in populous states and high in less populous ones. The argument is that if MCO’s in fact are effective in improving the quality of care they should do so no matter the population size. (Jencks S., Cuerdon T., e.t, 2000) To their defense, the indicators in such study consistently varied from state to state therefore the results were not completely conclusive. On the other hand, individual studies by

Healthcare in the United States is rooted in the private sector. The private sector directly funds 56% of the expenditures through private health insurance, household expenditures and copays, and other private expenditures. (CMS, 2014) The US healthcare system can thank the private sector for providing much strength such as new diagnostic technologies, innovative treatments and procedures, and dynamism. American hospitals and physicians are regarded internationally as being of high quality. Americans can also be proud that the physician- patient relationship is among the most trusted and valued relationships in the country. By allowing the private sector to take a lead role in the healthcare system, the United States values

The ABC Company, a premier managed care health insurance provider was faced with the recent health care reform that enforced major changes in the health care industry. ABC had to take initiatives to stay competitive in the industry. The health care reform and market changes demanded ABC to rethink their business model and how they delivered their services. For companies to stay in business it was important to understand their consumers’ perception of the company’s cost of health care and ample access to quality (Bhaskar & Vo, 2012). With the new legislation consumers are hyper aware of the options in health care insurance products available. ABC had to adapt to new market realities: “consumers wanted a company that they perceived had a lower cost than competition and that provided an ample access to quality health care” (Bhaskar & Vo, p.19, 2012). Due to the high elasticity of health insurance people are extremely sensitive to the cost they need to pay. Improvements in medical technology explains high rise in healthcare costs (The Hasting Center, 2015).The CIO of ABC wanted to take advantage of the new environment using information technology based solutions integrated with new processes. The objective for the new systems was to track, influence, and maintain the consumer perception of the company’s efforts addressing these challenges (Bhaskar & Vo, 2012). The ultimate objective of the project was to create infrastructure and business functions to change the opinion of the

The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which

In contrast to tangible dominant offerings that can be felt, tasted, and seen, the healthcare services that are offered by the hospital can be categorized as intangible dominant. This intangible service is largely characterized by interactions with healthcare professionals, education on health conditions, and ultimately a better quality of health. Though the offering is primarily intangible, if the hospital is to be successful they should integrate a few tangible aspects to the offering. If the end goal of the service is to tend to the needs of the patient’s health through a primarily intangible offering, tangible elements such as medical equipment,

The purpose of this assignment is to read and review the case study. Then discuss your assessment of Shouldice Hospital 's marketing challenges, as well as presenting your ideas for how the hospital can best manage those challenges. The assignment will contain the answer of the following questions:

Cardinal Health Inc. is a health care company in America which is based in Dublin, Ohio and was founded in 1971. The healthcare company is in the pharmaceutical and biotechnology industry. Cardinal Health specializes in pharmaceuticals and medical products distribution. The healthcare company is among the Fortune 500’s healthcare companies (Cardinal Health, Inc., 2016). This essay reviews Cardinal’s marketing strategies, healthcare access options for consumers, effect of health reforms on its consumers and impact of government agencies on its products among others.

The significance of community hospitals such as Community Hospital in Monmouth County, New Jersey, is greater than one may expect for primary and secondary care services provided to the local communities around the United States. Community Hospital’s mission is to provide exceptional primary care. However, with the declination of profitability in primary care, Community Hospital has had to compete with Shore University Medical Center (SUMC) and University Hospital (UH) for revenue restoration. The decline of Medicare and Medicaid reimbursements and the steady progression toward specialty care vs. primary care require a core alteration to the mission statement to adjust to the changes within the current healthcare system. A newly modified mission and vision statement will prove that Community Hospital has the ability to regain its relevance within the healthcare industry as a leading primary care provider in the community and increase its revenue. The implementation of the new mission and vision for Community Hospital is expected to be upheld without compromising the core values of compassion, advancement, reputation, efficiency, and physician integration. A few proposed strategies to help Community Hospital create a new and improved business model, may seem cumbersome and challenging, however could greatly improve the overall direction of Community Hospital.

1. Akron Children’s Hospital Marketing Director Aaron Powell felt it was important to conduct this study because Akron Children's Hospital's marketing director Aaron Powell thought that it was important to conduct this study, because other competitive hospitals in the area had hired marketing directors similar to himself, and were consequently intensifying their marketing campaigns in the area, which created an urgency for Akron Children's