The Marketing And Communications For Plaza Home Health Services Essay

The Strengths Weaknesses Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services are:

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

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.

Kaiser Permanente strategy as a brand was to make consumers comfortable with their brand and their values through the "Thrive campaign" so they would be open to their intellectual messages on why Kaiser Permanente is the best choice for their patients. This strategy, delivered through other forms of marketing and communications, involves expanding Kaiser’s messaging about their integrated delivery system and why Kaiser believes that they are the model for the future of health care (Lofgren, D. & Cantu, D., 2010). Therefore, since GAH target market subjects are seniors that it needs to have its own campaign to market the new hospital. Golden Age Hospital as the "Golden Bridge, the bridge to good health and wellness" should be a great slogan to attract new and future customers in their

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.

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.).

Competition in the home health field is intense, particularly in rural areas, where the need for services is in more demand. Because services are expensive to provide, it is critical for agencies to generate a volume of visits sufficient to cover fixed expenses plus make a small profit. Competition is primarily between another company Care One, Inc., a multicounty operation that has been established in the area for well over 10 years. AHHS surpassed them in total number of visits after its second year of operation and has been progressively growing. Many of the physicians in the area, however, continue to use Care One, and Care One receives more referrals from the local hospitals than AHHS. Currently AHHS has 32 employees, including 15 registered nurses, 8 nursing aides, 1 physical therapist, I speech language therapist, and 7 administrative staff.

The key issue facing GEHS today is that despite high potential growth in both the developed and developing markets traditional B2B marketing lines are slow; the buyers control the power and the end consumer (patients) sees GEHS and its competitors as “faceless” corporations and their countries health care services as lacking. End users want cheaper, better quality, and more accessible healthcare and GEHS wants to grow market share and improve reputation.

The Anatomy of Care further extends into the marketing aspects of healthcare, relating its problems into familiar themes. Some of these themes include the gaps model of service, dimensions of quality, services marketing and themes outlined in the book, If Disney Ran Your Hospital. It is necessary to discuss the relationship between the themes and issues in the interactive game in order to gain a better understanding of the patient experience. With that being said, experience is the marketing and it is imperative to give patients and family members patient-centered care to allow for the best experience possible.

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 paper is a presentation of a strategic analysis of hospital at home program of Presbyterian Healthcare Services in New Mexico, which seeks to improve care quality and patient satisfaction while reducing costs. The analysis identifies the key issues, conducts a situational analysis, presents strategy formulation, offers recommendations, designs the implementation of strategies, and concludes with benchmarks for success which utilize contingency plans. It is outlined how Presbyterian Healthcare Services are well suited to use the Johns Hopkins home care model. PHS will require adaptation, Market entry and competitive strategies that are rational to enter the market as outlined. As a recommendation, PHS should underline their commitment of creating a community of early adopters, and should consistently work to that end by providing guidance to more organizations. Implementation strategies are initiated in the form of service delivery and support systems that underline the implementation of the directional, adaptive, market entry and adaptive strategies. The benchmarks for success are based on how well the issues have been addressed by the integrated system, namely the results.

Plaza Home Health Services is a leader in providing home health services in Georgetown co-owned by Nancy Edwards and Jennifer Moore. Their pledge to provide exceptional home health service has commanded that their services be maintained at the maximum echelon, well above the competition. The entrepreneurs are relentlessly seeking methods to solidify their position in the market via economic control and deeper endeavors in constructing a brand that would be recognized as tantamount with unsurpassed quality home health service.

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

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 information contained within this memo will immediately go into effect. It is the responsibility of all staff to represent the Mayo Clinic brand in a uniform and responsible way so that patients and all who enter the clinic have a very positive experience. Word of mouth marketing has been our strongest ally and serves as a very powerful tool. In order to create a cohesive marketing research design strategy this memorandum will outline specific