Background, SWOT analysis, market research, marketing objectives, marketing strategies, consumer analysis, target market

1. Health Care Marketing Plan Presentation
HCS/539 Marketing for Healthcare
Instructor: Debra Schrager
January 21, 2012
Learning Team B
Debbie Fernando-Team Leader
Diana Gutierrez
Gina Kelly-Vásquez
Joann Sanchez
Stacey Cradeur

2. Introduction
 Organization Background
 Industry Background
 SWOT Analysis
 Market Research
 Marketing Objectives
 Marketing Strategies
 Consumer Analysis
 Target Market
 Competitive Analysis
 The Four P’s
 Regulations
 Monitoring the Plan
 Conclusion
 References

3. Background Information
 Ready Urgent Care 24/7
 Geographic Location
 Organizational Mission

4. Industry Background
 Difficulty with same day access for sick
care
 Limited access to after hours care
Only choice was emergency room
Not necessarily an emergency
 Long emergency room waits
 Long waits for appointment with primary
 Started in the 1970’s

5. Situational Analysis (SWOT)
 Competitors
 Changes
 Why change
 Benefits of change

6. SWOT (CONT)

7. Market Research

8. Market Research

9. Marketing Objectives
 Community outreach campaigns - promote
awareness of facility
 Establish strategic branding plan
 Growth planning schemes - diversification
of services
 Strategies to meet patients’ needs

10. Marketing Objectives (cont.)
 Word of Mouth
 Provide outstanding service
 Convenient
 Professional
 High quality patient care
 Estimated time
 Facility of choice within 6 months of opening
 Proven through statistical data analysis
 Continuous monitoring

11. Marketing Strategies
 Grand Opening
 Tours
 Door prizes
 Give-a-ways
• Tee shirts
• Coffee mugs
• Key chains
 Focus - newly insured patients
 Follow-ups - pertinent information reaches other
providers
 Patient satisfaction priority
 Staff differentiation = quality assurance

12. Consumer Analysis
 Demographic factors - identify the targeted
audience
Age
marital status
 income
children
 Gather Information - leads to satisfaction
 Pilot program

13. Target Market
 Primary Market
General public
• Advertising - TV commercials
• Billboards
• Newspapers
• Radio
 High and middle class
• Brochures in proper locations
• Direct mail

14. Target Market (cont.)
 Secondary Market
 Staff
• Physicians
• Nurses
• Ancillary Staff
 Hospitals
 Business
• Drug screens
• Pre-employment physicals

15. Target Market (cont.)
 Market Segmentation
Socio demographic
• Age
• Gender
• Ethnicity
Geographic
Psychographic

16. Competitive Analysis
 Competition
New clinics opening
Older clinics improvement
 Consistently demonstrate
quality improvement
customer service.
 Integrated care delivery and management
models

17. The Four P’s
 Product
 Service
 Programs
 Price
 Aspects during pricing development
 Promotion
 Distribution channels
 Slogan message
 Public relations
 Place
 Four locations

18. Regulations
• Patient Protection and Affordable
Care Act (PPACA)
• “Accountable Care Organizations”
• Medicare Guidelines

19. Monitoring the Plan
 Is it successful?
 Are new patients arriving?
 Is the facility financially stable?
 Monthly meetings
 Surveys
 Number of new patients = staff to provide care
 Patients aware of greatness of center
 Specific goals met at set time
 Achieve goals on time
 Set new set of goals and time

20. Conclusion

21. References
• Ayers, A. (2011). Riches in the niches: Target demographics for urgent
care, Concentra Urgent Care Association Of America. Retrieved
from, www.alanayersurgentcare.com.
• Berkowitz, E.N. (2006). Essentials of healthcare marketing (2nd ed.).
Boston, MA: Jones and Bartlett.
• Immediate care: urgent care centers see continued growth.
(2008) Retrieved from,
http://health.idahostatesman.com/2007/story.php?id=85.
• Leibenluft, R (2011). ACOs and the enforcement of fraud, abuse, and
antitrust laws. New England Journal Of Medicine, 364(2), 99-101
doi: 10.1056/NEJMp1011464.
• McCarthy, K. (2012). Five strategies for building a top-performing
hospital. Healthcare Financial Management: Journal Of The
Healthcare Financial Management Association, 66(11), 56-65.

22. References (cont.)
• Weiss, R. (2012). Our time is now. Marketing Health Services, 32(3),
30-31.