Question

COASTAL MEDICAL CENTER QUESTIONS 4 Outline a general healthcare marketing plan that is appropriate for CMC. 2. CMC is experiencing declining inpatient and outpatient volumes. Develop a list of five marketing initiatives to improve clinical workload. 3. Who should be involved in developing the CMC marketing plan, and at what point in the planning process should you consult them? 4. How will you know your healthcare marketing plan is a success?

Answer 1

Answer 1) General healthcare marketing plan that is appropriate for CMC will include-

1) Identification of the market- First of all the target for the market must be identified. It can be done in several ways such as geographically, psychographically, and demographically. This will allow the hospital to target the number of patients and spread awareness among these target group about the facilities of the hospitals.

2) Assessment of the competition- The successful marketing plan is not just thinking about the market but one should also pay close attention to the competition. CMC must assess all the potential competition and make proactive plans. This will increase the market value of CMC as compared to its competition. Competition assessment can be done with the help of internet research, media sources, ground data of other hospitals, and analyze all the collected data.

3) SWOT (Strengths, Weakness, Opportunities, and Threat) Analysis- There are two factors involved in SWOT analysis i.e. internal (strength and weakness) and external (opportunities and threats). Strengths are those factors of hospitals which brings most of the market to them. It can be any specialty, hospital staff, and equipment. It is necessary to maintain these strengths. On the other hand, the weakness of CMC could be a lack of marketing or poor quality of equipments or services. These weaknesses must be identified and rectified. Opportunities are to rectify the identified weakness. Threats will be the competition or economic status of the hospital.

4) Smart goals- SMART here stands for specific, meaningful, achievable, relevant, and thoughtful goals that must be set for the hospital to be achieved in a specific time period. These goals can be short term or long term goals.

5) Marketing budgets- Budgets must be assigned to each of the above set goals as per the requirement.

6) Marketing system- Marketing for the medical center should be done after making all the required amendments. This will then help the medical center to generate more revenue.