Marketing
Class Final Project:
You are the Marketing director for a new Health Care center in Miami. It can be a general Health Care center offering many diverse services or a specialized one e.g. a Dental care center(this is just a suggestion you can choose the type of Health center you prefer).
Create a website (Wix.com offers free website building) which will include all the information of your new business.
Also write a paper with your Marketing plan – 5 pages min excluding the abstract and references page/s.
Your paper must include –
An abstract page with a summary of your company and its services.
Analysis of your service/services.
What is the company’s Mission and Vision?
List how many local or national competitors are powerful and with which competitors will your company compete against, and how?
How will the company differentiate its product from the competition?
Define your Target market and your Customer profile.
Develop this Marketing Plan, by using Marketing Principles learned in class, … Be creative…
Use APA 7 Format,
Marketing Plan
Abstract
The health care center offers acute, chronic, and preventive health care for adults with specialized attention to senior adults. The hospital has an array of professionals who provide therapy sessions for patients with behavioral health issues. The hospital offers health education services, pharmacy services, dental health services, pediatric services, obstetric services, gynecologic services, and HIV/AIDS services. The facility’s mission is to provide excellent patient-centered healthcare with outstanding quality, service, and access. Major competitors include Kendall Medical Center, MBMG Medical Center, and Mount Sinai Medical Centre. Primary customers are middle-income females in South Miami Beach. The facility seeks to counter competition by installing a dedicated customer service team, treating customers with a personal touch, and investing in community support services. The facility will set slightly above median prices to increase affordability. Marketing promotion will be done majorly with social media, interactive company websites, and other digital media forms.
Marketing Plan
Analysis of Services
Adult Health
The health care center offers acute, chronic, and preventive health care for adults with specialized attention to senior adults. The senior population is more prone to diseases and such as chronic illnesses. The health care center targets this population with precision by offering them the best services available in the region.
Behavioral Health
There is a growing mental health crisis today since many people have been overwhelmed by stress and depression. Economic hardships, health concerns, family difficulties, relationships, and crime have precipitated an increase in mental health issues. Behavioral health services at the hospital are meant to assist the depressed, sad, anxious, and facing various problems. Coping up with the loss of loved ones also requires one to seek mental health services. The facility provides multiple services like the initial evaluation to identify treatment and develop a focused treatment plan. The hospital has an array of professionals who offer therapy sessions to patients. Patients also receive follow-up sessions to ensure patients are coping up well after initial appointments.
Dental Health
The dental department has around six dentists and three dental hygienists who focus on oral and dental health for patients. The facility offers preventive and primary dental services to patients. Dental health includes diagnosis, verbal hygiene instructions, sealants, cleaning, fluoride extractions, and other emergency treatments.
Health Education
Patients require educational materials in the language they understand best since Miami is a mixed place. Education materials are provided in English and Spanish, which are the significant languages of transaction in the area.
Ob/Gyn
The facility has obstetricians/gynecologists and other assistant health practitioners who provide obstetric and gynecologic care services to women. Gynecologic exams form an essential facet of care programs that maintain women’s health. Routine blood tests, urine tests, cancer screening, and testing for other sexually transmitted diseases are essential components of gynecologic care at the facility.
Pediatrics
Pediatric services offered by the facility are in Spanish and English to effectively reach all children in the community. The pediatrics department offers child visits, immunization, screening, laboratory services, nutritional counseling, and treatment of various conditions for children (Caicedo, 2017).
HIV/AIDS
The health care center is dedicated to the fight against HIV/AIDS by offering prevention and education programs. The facility conducts testing, counseling, and treatment for those affected by the condition. Both children and adults receive these services according to their needs.
Pharmacy
The facility has an onsite pharmacy that dispenses prescriptions for patients after diagnosis from the hospital. Patients can save because of the available discounts issued o medications. Qualified pharmacists run the department, giving education and guidance to patients on effectively using medications and increasing adherence.
Company Mission and Vision
Mission
To provide excellent patient-centered healthcare with outstanding quality, service, and access.
Vision
A community in which everyone achieves full potential for health and wellness across their lifespan. We toil to achieve trust by patients, get valued in the community, and create positive change.
List How Many Local or National Competitors Are Powerful and with Which Competitors Will Your Company Compete Against, And How?
Kendall Medical Center
Kendall Medical Center has 447 beds and provides comprehensive medical, trauma, surgical, behavioral health, diagnostic services, and community services. The facility operates 24 hours a day and is a full-service hospital. Kendal Medical Center will compete with our company because of its ability to offer comprehensive care and behavioral health.
MBMG Medical Center
MBMG’s full-service medical center provides tailored care for patients with various health conditions. The facility is a top-ranked medical center with 19 branches in Florida, including the one in Miami. MBMG is a significant and established medical center that attracts many clients due to its high reviews.
Mount Sinai Medical Center
MSMC provides quality health care for the diverse community focusing on teaching, financial responsibility, research, and charity enhancement. This facility offers healthcare services at a lower price than our facility, making it more financially competitive. The facility also conducts research that makes it more effective in evidence-based practices.
SWOT Analysis
| Strengths
· A strong customer care team · Community support · Affordable prices to customers |
Opportunities
· The aging population needs more care · More focus on mental health will see people seek more services · The technology landscape will make telemedicine more viable |
| Weaknesses
· No dedicated research center · Weaker position in the competitive landscape |
Threats
· Established and stronger competitors · The cost of health care is increasing beyond affordability, even for middle-income earners. |
How Will the Company Differentiate Its Product from The Competition?
Dedicated Customer Service
The company will install a team of dedicated customer service providers who answer client inquiries all the time. Most hospitals do not invest sufficiently in their customer service support, leaving customers to guess which services they can access. This will change since the team of dedicated customer service agents fully equipped with company information will be instituted (Nasirin & Lionardo, 2020). Also, customer care support will be available on all major social media sites to answer all customer inquiries.
Personal Touch
The healthcare center provides its services with a high degree of personal touch. Health care providers treat clients as friends and follow up with them once they are discharged from the facility. This enables patients to be more likely to develop personal relations with healthcare practitioners at the facility hence return for subsequent visits.
Community Support
The health care center provides a range of services to the community, such as free dental checkups every year. The facility also conducts free HIV/AIDS testing and counseling once every six months. This makes customers more inclined to visit the facility for future health care needs because of the established community history. The facility’s physical location is highly accessible to the neighboring community, giving it an advantage over competitors.
Define your Target market and your Customer profile
The healthcare center targets middle-income earners in South Miami Beach. Most of the expected clients are females aged above forty and children below 18 years of age. The facility targets clients across all major American racial groups who seek quality health care services at affordable prices (Kash & Deshmukh, 2013).
| Customer Profile Components | Component Details |
| Demographics | Race: White, Latino, and African American
Gender: Mostly females with a substantial male population Income level: Middle-income earners Level of education: College graduates Age: Children below 18 and adults above 40 |
| Geographic location | South Miami Beach |
| Psychographics | Priority jugglers: concentrates primarily on duty while creating time for family health needs |
| Behaviors | Thoughtful customers seeing to acquire comprehensive services concerning health care needs |
| Challenges | High cost of health care
Complicated insurance programs |
Marketing Principles
Product
Various health care services are offered at the facility. These services include behavioral care, adult care, pediatric care, HIV/AIDS care, Gynecological care, Pharmacy services, and health education services. The facility offers a wide range of services that support its main offerings to the community.
Promotion
The health care center communicates with customers through various communication channels, including a responsive website, social media, local radio stations, and billboards. The facility predominantly relies on digital media to spread information about its existence and its services. A responsive website is used to inform customers of services and products available at the facility. The health care center runs various social media sites that interact with customers to tell them of services they can get from it. The facility has erected billboards in Miami to inform potential clients of its presence. The local radio station runs periodical ads to inform the public of the services offered in the facility (Purnell & Fenkl, 2019).
Place
The facility is in an accessible location in South Miami Beach. There are clear access roads that lead to the facility without heavy traffic jams. The facility uses the internet and other telemedicine services to serve clients remotely if their condition does not necessitate in-person visits. Care providers also provide home care for patients who cannot check in the physical facility. There are directions offered on the website and other social media sites for those who need to access the facility. Customers can enjoy the services of the pharmacy that is located within the hospital compound.
Price
The hospital charges prices slightly above the industry median in Miami. These prices are affordable compared to those charged by key competitors (Gunawardane, 2020). The facility strives to offer clients the best services at the most affordable prices considering the high healthcare cost in the United States. Clients who come for follow-up visits receive up to a 5% discount on their cost of service and products.
References
Caicedo, C. (2017). Children With Special Healthcare Needs: Needs After the First Year of Diagnosis.
Gunawardane, G. (2020). Health Care Marketing Mix: Planning Health Care Marketing Strategy for Each Segment/Niche. World Scientific Book Chapters, 227-258.
Kash, B. A., & Deshmukh, A. A. (2013). Developing a strategic marketing plan for physical and occupational therapy services: a collaborative project between a critical access hospital and a graduate program in health care management. Health marketing quarterly, 30(3), 263-280.
Nasirin, C., & Lionardo, A. (2020). Effective Implementation of Marketing Management of Hospital Pharmacy: A Study on the Impact of Hospital Service Quality Improvement in Enhancing the of Patients’ Satisfaction and Loyalty. Systematic Reviews in Pharmacy, 11(5), 705-712.
Purnell, L. D., & Fenkl, E. A. (2019). Transcultural diversity and health care. In Handbook for culturally competent care (pp. 1-6). Springer, Cham.
