Assignment 4: Board Presentation

1

Assignment 3: Board Brief Part C- Overview of the Strategic Plan

LaCita Dedeaux

Doctor Bruce Smith

JWI 599: Business Analytics and Capstone

November 27, 2020

Rebranding Patient Advocacy

The first step in patient advocacy is the patient's specification, which requires this moral and financial support. Patient advocacy can be drastic if the rebranding is not carried out correctly, and the resultant experience of the patients and other individuals can also be damaging. Therefore, meticulous planning is required to rebrand the elements of patient advocacy. Specifically, we will utilize multiple ways to enhance the patients' experience during this rebranding scheme. The initial plan in assignments 1 and 2 focused on the collection of data and its analysis. However, here we dig a little deeper and deliberate on practical steps to improve and rebrand patient advocacy. In a recent survey by Deloitte, it has come to the surface that many patients are now inclined towards online healthcare provision and significantly younger patients. The latter better comprehend the online world's working and are more comfortable (BrandActive, 2019).

Patient advocacy must be judged accurately, carry out a rebrand, and increase online familiarity of patients. Therefore, we need to carry out one more survey that indicates the impact of the online environment on patients and whether they would prefer doctors' work on an online platform. We also need to refigure the study carried out by Deloitte; therefore, we need to familiarize our database, which we used in assignments 1 and 2, with the idea of online healthcare provision. Moreover, we also need to look into how the online functionality can be made more comfortable for older people who are not as much familiarized. With the online world and subsequently will require special attention regarding booking an appointment and entering a video chat with the doctor. The work of rebranding will also need to focus on creating a website and or a user-friendly application.

Moreover, another pivotal aspect which we need to work is the marketing strategy of the rebranding phase. The marketing strategy's implementation will be crucial as we will need to do on how to attract the existing users in our database and work towards getting more subscribers for our rebranding process. We need to understand the quantitative and qualitative aspects of the rebranding (Stefaniak, 2020). The impact of the marketing techniques used can be immense as the patients who will be part of the rebranding process keep them on board with the ideas floating around the execution phase of the rebranding procedure. We need to have all the stakeholders on board with the system during this marketing phase, including the healthcare administration, the activity leaders, physician leaders, etc. We will also be heading towards the healthcare system's administrative block to extract unique insights and get a go-ahead regarding our very own rebranding phase.

Furthermore, the rebranding campaign's impact should also be blessed with a catchy name and tagline, which will work as an attractive subsidy for the patients who are not yet on board. Also, and will allow us to market the facilities that we will be changing and improving to enhance the patient's overall experience, with particular reference to the ones that do not exist in our database. This will portray a neutral image from our side. And show the world that we are working for all patients, irrespective of whether they exist in our database. And it should not be mistaken that we are doing this to create a rebranding procedure that is coherent with our core values and not just a publicity stunt that we need to pull off to work towards a profit-making area.

Social Media Strategy:

Furthermore, we will require more social media presence to achieve more significant patient input in a more practical sense. The first step will be associated with the patient's onboarding, which we already have in our database. We collected information from those in assignment 2 when we carried out data analysis. The more complete results will be achieved when we can gather more responses from online platforms, primarily Facebook, which will allow us to provide better solutions during our rebranding procedure. This step is part of our process of expanding the brand in innovative ways. The rebranding phase's innovative coverage will allow us to gather more audience and tell them in different ways the fundamental idea behind our rebranding strategy. We will be assembling a team of 3 individuals with expertise in several areas. Their primary goal will be to create a video that will allow the patients around the United States to get on board and realize our idea, focusing on giving new light to the concept of patient advocacy (Pierce, 2020).

Summary:

So far, we have established better communication with the audience, have improved the level of understanding of healthcare staff, and have gathered more data to communicate with the audience. The establishment of the online event of rebranding will allow us to share better as well. Another critical aspect of the rebranding procedure is to own the patients and not let them feel like consumers. The primary issue with the rebranding of patient advocacy is that patients consider themselves as mere consumers of the concept of patient advocacy and, therefore, think counter-intuitively to the policies enacted by the administrative unit of the rebranding service. Furthermore, we will create a team with a team leader who will oversee all the social media aspects and gather insights that we can further use to personalize patients' treatment. The nurses who will be used mainly in the patients' advocacy will be trained by professionals who have previously led rebranding procedures.

References BrandActive. (2019). Top lessons for improving the patient experience during a rebrand. Retrieved from https://brandactive.com/healthcare-rebrand-patient-experience/ Pierce, M. (2020). 5 Tips to Improve Communication with Video. Retrieved from https://trainingmag.com/5-tips-improve-communication-video/ Stefaniak, M. (2020). healthcare marketing: 7 keys to successful rebranding. Retrieved from HASONDODGE: https://www.hansondodge.com/blog/healthcare-marketing-7-keys-to-successful-rebranding