Marketing Plan For A Healthcare Provider Essay

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

Given the circumstances in which we find the American health care payment system, it is important to consider the potential impact of improved health care coverage on health care access. Costs could be improved by taking a deeper look into how hospital and providers are impacted. For instance, government medical coverage such as Medicaid or Medicare give American access to the health care system that they could not have otherwise. Coverage is decent in most cases and

This paper pertains to the marketing of Health Care Services and provides the steps and history of marketing in health care and the effects of marketing on the health care delivery system from 1950 to 1990. It introduces the health care consumers and their role in the marketing process as well as the factors that influence consumer behavior. These factors influence the success of marketing in health care. It also provides the requirements for successful marketing and current techniques and strategies used by health care organizations.

Since the advent of health insurance in the 1950s, there have been many models of care that are come to the scene in an attempt to both control cost of care and improve quality of care. Insurance models came into being because the fee for service model used until then was proving to increase cost of healthcare without any measure of quality of services and care provided. Health insurance models have evolved from the basic hospital offered insurance to employer sponsored coverage plans. The US health system is broken both financially and quality wise with more than 20% of gross domestic product being spent on healthcare (Blackstone, 2016).

The Better Health Association is a nonprofit company whose objective is simply to increase the health of people through health education, guidance, and diagnosis screening programs. They make an attempt to assist audiences of any age and socioeconomic ranges to gain knowledge of living an even healthy life-style and creating the know-how required to develop healthy and balanced choices. "My role within the company is to secure agreements from at least three major area advertising and marketing agencies to underwrite the creation and production of all Better Health special event programs for the next three to four years. I also, create an active and positive presence for the agency in state-of-the-art social media venues that results in recruitment and assistance to new clients. Monitor and track results quarterly. In addition to, developing systematic marketing plans that address every operational area of Better Health including client services, all fund raising events and general association promotion in all media venues" (https://bluequill.franklin.edu, n.d.).

In the current U.S. system the free market prevails and companies, in this case, major insurance providers “compete” for business. This competitive business approach should in theory drive costs down. For some reason, however, an argument can be made that it has produced the opposite result in profiteering. The nation’s largest insurer, UnitedHealth, boasted over a 10 percent revenue increase in 2013 according to Forbes (2013). Health insurance affordability contributes to the disparity in access to health care, as evidenced by the fact that there are millions that are still uncovered. A greater majority of certain minorities lack both health insurance and the financial resource to seek out either health care or insurance. While insurance companies reap huge profits the percent of private sector companies offering health insurance has dropped to less than 50 percent (Kaiser, 2013). There is decidedly a lack of coordination of care for this at risk population as well, since treatment is rendered sporadically and with continuously changing providers. The last major challenge is that of improving the quality of health care. According to a 2010 report by the U.S. Department of Health and Human Services, Office of Inspector General (OIG), an estimated 13.5 percent of Medicare beneficiaries experienced adverse events during their hospital stay and an additional 13.5 percent experienced a temporary

Healthcare in the United States has reached a level of complexity which has perplexed Presidents, Congressional members and private industry for over a century (Palmer, 1999). While the healthcare system has evolved over the last century, policy decisions which have attempted to effectuate changes to cost, quality and access have been

Regulations that prevent insurance companies from participating in interstate commerce have caused competition to grow stagnant in the United States. This lack of competition has allowed the adoption of wasteful procedures by healthcare providers, which in turn passes the increased expenses back to the insurance companies. Therein, insurance costs increase, crippling consumer’s cash flow and quality of life. While healthcare costs continue to rise, people must scrutinize the current healthcare system.

Many discrepancies have arisen since the implementation of the ACA which has led MCOs to decrease the number of providers within a health care network. The ACA has increased accessibility to health care for Americans at the cost of leaving those who need care with dwindling options when choosing a physician (Still & Latawiec, 2015, p. 6). As networks continue to narrow, policy makers begin to call into question the adequacy of the networks. Network adequacy is defined as “a health plan’s

Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations: Building a customer-driven health system. San Francisco: Jossey-Bass.

The United States healthcare system is often characterized as inefficient. This inefficiency becomes apparent when the U.S. healthcare system is compared to systems of other countries in the Organization for Economic Cooperation and Development (OECD). The U.S. spends a much larger portion of its GDP on healthcare than any other OECD country, but experiences no better health outcomes in most cases. When the concept of efficiency within the healthcare market is understood, it is evident that the inefficiency that occurs within the U.S. healthcare system results largely from the structure of the private health insurance system in addition to the heterogeneity within the U.S. population.

Marketing has become so prominent in health care today because the health care system is more and more resembling a business. There are many functions to be performed and many complex and sophisticated skills involved. There has been so much growth and competition that health care is advertised and marketed like any other product.

The concept of health services marketing is centered on “the analysis, planning, implementation, and control of carefully formulated programs designed to promote voluntary exchanges of values with target markets with the purpose of achieving organizational objectives (Longest et al. 2000, p 358). The marketing department of any health care organization requires knowledge of the current and future needs and desires of the target market, which will allow strategic planners to determine services and products that can be offered. An assessment of the target markets

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 proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.