Question

You are the CEO of a local hospital, which is located within a suburban location in a large metropolitan
area. Though it neighbors million-dollar homes, the hospital’s mission includes providing care to
underserved and indigent populations in the local area. In fact, one of the signature programs in this
hospital is a prenatal care program provided for Medicaid beneficiaries. This hospitals goal is to increase
the number of Medicaid beneficiaries that participate in prenatal care. It knows that only 40% of the
expectant mothers eligible for prenatal care fully utilize the benefit. Many of these target customers
make only one or two prenatal visits then drop out of the program. Most of these women visit the
emergency room if they have problems during pregnancy, and also come to the emergency room when
they are in labor.
Recently, a new primary care physician group practice was formed in the area. The physician group CEO
who is an MD approached your hospital, asking to partner with you to offer primary care services in the
community. Because the hospital administration is always anxious to welcome new practitioners to the
hospital, you agree to meet with the physician. During the meeting, the group CEO explains that he
wants to establish the first concierge medical practice in the community. The CEO plans to attract
around 1000 affluent families to the practice, and he plans to charge from $1000-1500 per month,
depending on the size of the family unit.
The patients who join the concierge practice will receive access to the physician’s services 24 hours a
day, 7 days a week, at an office located near the hospital. Families will receive preventive care services,
and the primary care physicians will design wellness programs to encourage healthy lifestyles for their
patients. The group primary care physicians will use the hospital for all emergent care, day surgeries,
rehabilitation, and in-patient care. The physicians also plan to use nutritionists and the hospital’s fitness
center facilities.

1. Discuss some of the medical goods or services that could be highlighted in a marketing
campaign that involves a concierge practice of medicine
2. Discuss some of the goods or service that could be highlighted in a marketing campaign that
involves a prenatal care program provided to the Medicaid beneficiaries
3. Assess the advantages you think a prenatal care program may provide to the Medicaid
beneficiaries
4. Assess the advantages you think a concierge practice of medicine may contribute to the
hospital’s offerings of products and services to the targeted local community.
5. Evaluate some of the opportunities, challenges & risks that may arise from the hospital
sponsoring a concierge practice of medicine and a prenatal care program provided to the
Medicaid beneficiaries.

Answer 1

1. Medical goods or service that could be highlighted in a marketing campaign that involve a conceirage practice of medicine are :-

- Transparency

- External marketing having website

- Internal marketing use of email ids ,hard paper newsletter for communicating with the already prexisting patients

- 24× 7 services

- Better doctor patient relationship

- Computerised system

- Usage of advanced technology

- Online services

2. Goods and services that could be highlighted in a marketing campaign that involves a prenatal care program provided to Medicaid beneficiaries are:-

- services at the door step itself to the prenatal women's

- free antenatal medicines like iron ,folic acid tablets etc

- free investigation procedures like ultrasound etc

- provision of antenatal care at home

3. The advantages a prenatal care programs may provide to the Medicaid beneficiaries :-

- Free medicines

- Services will be 24×7

- Home care services

- easy bed availability

- payment have to be done once the patient is discharged from the hospital

- payments has to be done by installments

4. The advantages of concierge practice of medicine are :-

- patient gets transparent services

- services at low cost

- Easily availability of services

- Cost effective health care services

- High quality advanced technology services