Marketing and Communication Plan for Bellevue Hospital

Introduction

Mission, Vision, and Goals

The NYC Health + Hospitals/Bellevue (NYC +BV) is America’s largest and best public facility for health and care provision systems. NYC + BV is an incorporated network of nursing homes, health centers, trauma centers, and some hospitals. The NYC + BV was formed to deliver quality health care to the and essential services to about 1.4 million people of New York. Bellevue hospitals are currently an internationally recognized health care facility (NYC Health + Hospitals,2020).

State of The Service

NYC + BV hospital provides a variety of services. These services include, bariatric surgery for obese people to cater for diabetes, behavioral Health like the psychiatry for both adults and children, children’s Health is being catered for through the provision of accessible and cheaper services for all children, dental clinic, labor and delivery services to pregnant women, trauma center for psychologically disturbed people and many other such services. The Bellevue hospital offers both inpatient and outpatient services to reach everyone in their areas. The NYC + BV complies with the marketing guidelines by ensuring secrecy of patient information and professional ethics are strictly followed.

Stakeholders

The Bellevue hospital has different stakeholders with different interests in the facility. These stakeholders include the patients who are there specifically to be treated, doctors who are there mainly to treat the patients, and the family of patients from the community and the New York city council. Marketing is established to gain the confidence of all the stakeholders and that the services offered are of high standards and best.

Organization and Target Market

NYC Health and Hospital has been providing essential services to New Yorkers and is now ready and targeting a more significant stake. They are ready to provide health care services to foreign visitors and also celebrities who visit New York City. NYC is ready to go internationally and provide its services to the entire world, and through collaborating with more prominent hospitals, they are ready to cure for the world’s harmful diseases such as cancer, Ebola, and others.

Since Bellevue is a highly competent hospital, it has a significant market segment in New York. The population of patients targeted is increasing as time goes, and this has led to the establishment of many segments inside and outside New York. Bellevue is highly determined to provide the best essential services to the people no matter what.

Situational Analysis

Market Factors

The internal strengths of NYC Health + Hospitals/Bellevue comprise the hospitals’ historical reputation and ambulatory care for community members in the low socioeconomic status and those without insurance cover in New York. The hospital has a commendable reputation on the provision of several healthcare services from childbirth care to geriatric care.  The facility has a considerable amount of resources for being part of the New York Hospital system.  The marketing department, management, workforce, and the community advisory board also affects the facility’s business activities. The community advisory board comprises of the community workers, residents, and patients who present opinions in the decision-making process of the facility. Also, NYC Health + Hospitals/Bellevue has internal weaknesses, such as increased costs for supporting staff members and services (NYC Health+Hospitals|Bellevue, 2016). The facility’s small youth volunteering programs have also limited its capability to help in essential duties.

External Marketing factors influencing the business of NYC Health + Hospitals/Bellevue consist of the expansion of seniors when it comes to volunteer services and the ability to recruit volunteers while engaging market expansion to disabilities agencies. The private and public insurers, NYC and NYS Department of Health, and other disease control and prevention institutions also influence the facility’s operations by instigating policies (NYC Health+Hospitals|Bellevue, 2016). New York’s growing population is also an external influence that presents opportunities to the facility by broadening the facility’s target customers.

Propose A Service

A service that NYC Health + Hospitals/Bellevue should introduce and the market is a hypertension management program which will be staffed by the New York University medical school students. The program will be modeled after the mobile insulin Titration intervention program that has been deemed successful and helpful to patients in managing type 2 diabetes. The hypertension management program can help in reducing cardio-related diseases and help in the treatment of kidney diseases. The cost of launching the program will be reduced because the Mobile insulin Titration intervention program will model it.

The hypertension management program will present better management strategies of cardiovascular-related diseases which are on the rise in New York. Apart from treatment programs, the program will also involve the conduction of research by collecting demographic factors, medical records, blood pressure levels, and check-up evaluations. The prevalence of hypertension among New York City residents is 25.5 percent, which is lower than the national rate, but disparities have been reported among ethnic subgroups. Some ethnic subgroups in NYC, such as Black Americans, are more prone to heart-related diseases, and this program can help in the management of these numbers. An estimate of 7.4 adults in New York State have had a heart attack or cardiovascular diseases, and 40 percent of deaths in New York were related to cardiovascular diseases (NYC Health, 2019). The program aims at controlling and preventing cardiovascular diseases through less costly efforts that will favor the pockets of customers. NYC Health + Hospitals/Bellevue can reduce the vast number of deaths and simultaneously reduce the costs of treatment for both insured, uninsured, and low and high-income individuals.

Marketing Goal

The success of this marketing goal will be facilitated with the use of a SMART goal outline. The primary objective is creating a program that will help patients in managing cardiovascular diseases and reducing the cost of treatment.  The measurable goal is hiring at least 30 volunteers or medical students willing to help patients diagnosed with cardiovascular diseases. This goal is achievable because it will help patients learn about strategies that can help in preventing and managing cardiovascular diseases. The program will also help patients manage their health problems without draining their family resources. The goal is realistic because it will be carried out within the facility, and the facility will also receive funding from donors and the government. The projected time frame for the project is one year, which is enough to realize positive results.

Alignment of Goal

The marketing goal is aligned with the NYC Health + Hospitals/Bellevue mission, vision, and strategic plan. The facility’s purpose is to provide high-level care to the New York residents, and this goal will be a milestone for the facility for reducing cardiovascular disease cases and providing high-level care to those diagnosed with the ailments (NYC Health+Hospitals|Bellevue, 2016). The goal also requires the facility to embrace its patients, treat them with kindness, and show remorse to their family. The reduction of cost will also increase the chances of success in the program.

Competition

NYC Health + Hospitals/Bellevue is likely to face less competition from other healthcare facilities in New York State. The program addresses one of the significant healthcare challenges in New York, and the facility will partner with other facilities to reach a strategic goal. However, the facility is likely to face competition Mount Sinai Heart Facility. It is expected to subject NYC Health + Hospitals/Bellevue to still competition because it offers 24hour ambulatory service for monitoring and recording blood pressure. Its service detects the life quality of patients by tracking their HBP episodes (Mount Sinai Hospital, 2019). Their services are very useful in designing effective therapeutic procedures, which may pose a threat to the survival of the NYC Health + Hospitals/Bellevue program.

Ethical Criteria

The marketing department will observe ethical measures, such as ensuring there is patient privacy while building a relationship with patients online. The AMA code of ethics will guide professionals when building relationships with patients, community members, and colleagues. AHIMA of ethics will also be strictly followed when addressing ethical uncertainties, mainly when a volunteer engages in unprofessional behavior.

Marketing Strategies

Strategies

Located in the city of New York, Bellevue hospital has a reputation for providing high-quality patient care services. The hospital is keen on diversity and is strategically oriented to cater to diverse communities and large populations (NYC Health + Hospitals, 2019). A New York City (NYC) Health (2019) study has indicated that the prevalence of high blood pressure is at one in every four individuals. With a robust hypertension management program, various marketing strategies must be implemented. These are to ensure that marketing targets and goals are effectively achieved.

An in-depth analysis of the various strategies highlights various strengths and weaknesses. Product differentiation has stood out as a potentially effective strategy for targeting a broader market. Bellevue Hospital will apply this strategy to boost the enrollment of members into the hypertension management program. Product differentiation will enhance the hospital’s reach to various target markets through multiple means such as mail advertisements, television commercials, and social media.

Further, the hospital will divide the market into segments. These will be based on various factors that include geographical location, psychographics, and demographics. These are vital considerations that take into account the diversity of the population being served by the hospital. The approach recognizes the diversity in care needs as dictated by the factor of diversity. For example, Latino and black individuals are more likely to suffer from hypertension compared to white individuals. Also, recognizing the fact that there exist variations in incomes is critical. The influence of psychographics is also crucial, as understanding the data and statistics of individuals interested in changing to healthier lifestyles controls the program.

From a healthcare marketing perspective, these are vital approaches that guide the fundamental strategic approach. For example, television commercials will be used in education and awareness creation purposes. The information, as relates to the program, will, for instance, include information on risk factors and impacts of hypertension. Among the target group will be newly diagnosed patients in a bid to create awareness of the management clinic at Bellevue hospital. It ensures that efforts are effectively and efficiently directed towards meeting the vital marketing goals as outlined by Bellevue Hospital.

Four and Five Ps

Berkowitz initially established the four Ps of marketing, which is promotion, place, price, and product. Celluci, Wiggins, and Farnsworth (2014) introduced the five P’s that practically reflect the needs of marketing strategy in healthcare marketing. These five P’s include physicians, patients, payers, public, and politics.

The hypertension management program that Bellevue hospital intends to market is a service rather than a tangible product. In the marketing process, the four P’s will be addressed in various ways. For example, the elements of place and price fall in line with the strategy for the market and product differentiation. Also, the approach recognizes the increased diversity and acknowledges that it is vital to incorporate these elements into the marketing process. Other factors, such as the five P’s are also present an evident influence on the marketing process. Also, marketing is going to be influenced by various external factors, such as politics. Various healthcare reforms and policies affect the, mostly long-term, reception of marketing efforts. For example, culturally competent systems and changes both within the hospital and externally impose significant influence on the patient response of marketing, and also, the in-house implementation of these strategies. With increased healthcare costs, insurance companies may influence the success of marketing by healthcare institutions such as Bellevue through favorable cost handling policies. For example, payers, who include insurance companies, could ask for extra paperwork to verify medical care payments, especially after realizing that the program is a one-time reimbursement. These are the various areas of the four and five P’s that will be addressed in the marketing strategy.

Target Market

The target market consists of patients that have been newly diagnosed with hypertension but are not currently registered in Bellevue’s hypertension management program. The patients to be targeted are of any age ranging from young adults to the elderly. Further, it will also include individuals who want to change their lifestyle to reduce hypertension risks. Geographically, the marketing will primarily target areas that are closer to the city of New York. The demographics data indicates that the target markets are increasingly diverse – this is in regards to race, income, and various other factors that are vital to the marketing process for the program. The healthcare market in this geographic area is responsive to positive marketing and responds well to reputable information sources. With the millennial generation exposed to more information than before, the social environment has caused tremendous influence on lifestyle. More individuals are seeking healthier lifestyles in a bid to combat health issues such as hypertension, among others – a positive step.

Currently Marketing Strategies

The current strategies at work have significant shortcomings that are primarily caused by the lack of a diverse approach. They fail to align with this marketing goal. These strategies fail to be effective in meeting a considerable part of the affected patients in the larger psychographic, geographic, and demographic populations.

Appropriateness of Suggested Strategies

The marketing perspective demands an in-depth understanding g of the various elements of different markets. Appropriate strategies that are vital to the process acknowledge the diversity of individuals – as proposed. For example, the television commercial has the possibility of being watched by a broad audience. On the other hand, other strategies such as social media can be used to target a more tech-savvy target market for practical application and reception. For example, individuals with recent diagnoses of hypertension can be made aware quickly this way.

Ethical Criteria

According to the ACHE Code of Ethics, healthcare executives have a responsibility to improve the image and dignity of professions dealing with healthcare management. It is by publicizing affirmative health information programs. The chosen marketing strategies are ethical because they give a positive public image of the hospital using accurate and genuine information. Patients can willfully decide whether to enroll in the program.

Communication Strategies

Internal Stakeholders

Presentations will be offered during meetings with the internal stakeholders to create awareness on the marketing plan months before the launch of the marketing strategies. The stakeholders will be able to communicate their viewpoints and give suggestions on how to enhance the proposed plan. These points of view are vital in informing the decision-making process.

External Stakeholders

External stakeholders, such as Public health officials and legislators, will be informed through a written document that narrates the benefits of this new program. For instance, they can be informed about the success of the MITI program and how its similarity to the proposed program promises success. Additionally, this new program will address more key health concerns. Communicating about the benefits to external stakeholders promotes additional support.

Collaboration and Effectiveness

Communicating with the stakeholders will make them feel valued, and they will offer their support to promote the success of the program — the commitment to work increases when the stakeholders feel that their opinions are valued.  Discussions and dialogues in meetings create a more intimate communication level among all members promoting unity towards a common goal.

Ethical Criteria

The ACHE Code of Ethics asserts that healthcare executives have to freely express their ethical concerns to employees and the business community (Board of Governors, 2006). They should also suggest solutions to enhance the quality of care and improve health status. This framework was applied when deciding on how to communicate with stakeholders. The opinions of stakeholders should not only be valued but also respected to promote the success of the program.

References

Bellevue Hospital Center. (2012). 2012 Annual Mandates. Self-Learning Module. Med.nyu.edu. Retrieved 23 March 2020, from https://med.nyu.edu/idevelop/resources/Mandates2012.pdf.

Berkowitz, E. (2017). Essentials of health care marketing. Jones & Bartlett Publishing.

Board of Governors. (2006). Ethics. Ache.org. Retrieved 23 March 2020, from https://www.ache.org/abt_ache/code.cfm.

Cellucci., L., Wiggins, C., & Farnsworth, T. (2014). Healthcare Marketing: A Case Study Approach. Health Administration Press.

Harrison, J. (2010). Essentials of strategic planning in healthcare. Health Administration Press.

Mount Sinai Hospital. (2019). Patient Care. Retrieved 23 March 2020, from https://www.mountsinai.org/care/heart/services/hypertensio.

NYC Health. (2019). Health Department Releases New Data Showing an Increase in High Blood Pressure Rates Across New York City. Retrieved 23 March 2020, from https://www1.nyc.gov/site/doh/about/press/pr2016/pr105-16.page.

NYC Health + Hospitals. (2020). Hospital & Health Care. LinkedIn. Retrieved 23 March 2020, from https://www.linkedin.com/company/nyc-health-and-hospitals-corporation.

NYC Health+Hospitals|Bellevue. (2016). IHP 510 Bellevue Community Needs Assessment – Southern New Hampshire University. Learn.snhu.edu. Retrieved 23 March 2020, from https://learn.snhu.edu/d2l/lor/viewer/view.d2l? ou=6606&loIdentId=6389.