Question

Write a minimum of 2 pages for what are the goals/objectives and marketing strategy portions for your marketing plan to address the situation in the case study;

East chestnut regional health system.

Cite at least 3 reputable references to support your assignment

Answer 1

Case Study : East chestnut regional health system.

Marketing strategy :

The competitive environment in the country as there are many organizations providing health care services for the customers. These may be for profit , non-profit, governmental and professional medical center etc. An organization must go for industry analysis of Michael E. Porter, in this forces may be assessed in the range of high , medium and low. These forces are threat of new entrants, rivalry among firms, bargaining power of buyers , threats of substitutes, and bargaining of suppliers. It will give the clear cut market analysis of the current health care industry.

Apart from this SWOT analysis must be done. Also , companies should access data related to population, income levels , top consumer markets, consumer's expectations, trends in the marketplace and number of customers in the particular industry. Market share must be analyzed for the current health care services providers. Major health care needs and preferences must be analyzed.

GOALS AND OBJECTIVES :

Strategic plan implications

• Women service line needs to be improved. marketing campaign as well as communication plan using social media to conventional marketing techniques will be required.
• Marketing plan for the grand opening of oncology department need to be done.
• Develop strategies to recruit new physicians as well as retail strategies for primary care network.
• Should conduct leadership development programs for better oganising of the healthcare service.

Resource management

Legitimate administration of HR is basic in giving a high caliber of medicinal services. A pull together on HR the executives in medicinal services and more examination are expected to grow new approaches. Powerful HR the executives systems are extraordinarily expected to accomplish better results from and access to social insurance around the globe.

East Chestnut Regional Health System should create a pool of quality and expert doctors at various departments. quality physicians are required to render quality services thereby aiding in the growth of East Chestnut Regional Health System. they should also review the performance of all the staffs so that there is a employee satisfaction and proper training and development programs must be initiated to boost the morale of the employees and to create a sense of motivation.

Product and service management

It is often said that health care is about people, but good care depends on products as well.Product line management' is receiving much interest and attention in the health care industry. offering premium product and service has always been a stand out quality of every leading firms.Healthcare organizations must also prepare for emergencies and have plans in place for mass casualty incidents .

East Chestnut Regional Health System should bring changes in its product and service line to improve its brand image.East Chestnut Regional Health System should survey physicians and administrators to identify their product and service needs . A strategic-planning session is then to be held to decide how best to match the pharmacy department's product lines with market needs. Product lines like oncology services, primary medical care etc should be included. Proper product line management will contribute to job satisfaction and morale and allows to provide increased clinical consultation and intervention services.

Brand management

People are not going to trust a healthcare company if one do not have a trustworthy brand

East Chestnut Regional Health System should develop marketing strategies to acheive better marketing share in the industry. ad campaigns can be conducted using social media. hoardings of the hospitals can be kept in places where mob gathers freequently. ads and suppliment articles can be given in newspapers regarding the grand opening of new departments. current satisfied customers can be used as tool for word of mouth advertisement.

Distribution management

In the healthcare sector the role of the wholesalers is very important. the appropriate logistic activities should be prepared in accordance with modern development trends in healthcare, starting from the involvement and importance of medications to the optimization of health services in the already explored and defined markets, but also adapt the same to certain market segments.it is evident that the wholesalers have an increasingly important role in the daily work of healthcare institutions.

CONCLUSION

All in all we see that Customer centricity, value proposition, targeted customer services based on preference, cost leadership and Differentiation are most important takeaways for sustainability and success of any healthcare organisation.

REFERENCES :

East Chestnut Regional Health System should utilise direct distribution . online marketing viral marketing and PR marketing can be done effectively and efficiently

Buelow, J. R., Zuckweiler, K. M., & Rosacker, K. M. (2010, Jan-Mar). Evaluation Methods for Hospital Projects. Hospital Topics, 88(1), 10-7. doi:10.1080/00185860903534182

Gladson Nwokah, N. (2009). Customer-focus, competitor-focus and marketing performance. Measuring Business Excellence, 13(3), 20-28. doi:10.1108/13683040910984293

Kerin, R., & Hartley, S. (2017). Marketing (13th ed.). New York, New York: McGraw-Hill.

Kash, B. A., Spaulding, A., Johnson, C. E., & Gamm, L. (2014, Jan-Feb). Success Factors for Strategic Change Initiatives: A Qualitative Study of Healthcare Administrators' Perspectives.. Journal of Healthcare Management, 59(1), 65-81.

Pitta, D. A., Weisgal, M., & Lynagh, P. (2006). Integrating exhibit marketing into integrated marketing communications. Journal of Consumer Marketing, 23(3), 156-166. doi:10.1108/07363760610663312

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