Final Milestone
2
Situational Analysis
Deanna Buchanan
SNHU
Situational Analysis
Managers do a situational analysis to get insight into the capabilities, clientele, and external business climate of their company, and this study makes use of a variety of data collecting techniques. Factors like competitiveness and marketing ethics are included in the list of external and internal marketing influences on Bellevue, as are the services that will be used to market the community.
Marketing Factors
Internal and external marketing factors have a significant impact on healthcare organizations. Internal marketing factors refer to the internal resources, capabilities, and limitations of the healthcare organization (Cellucci et al., 2014). Internal marketing factors include things like the hospital's reputation, the quality of its staff and facilities, and its financial stability. Internal marketing factors can also include the hospital's mission, vision, and strategic goals, as well as its culture and values.
External marketing factors refer to the external environment in which the healthcare organization operates. These can include things like changes in the healthcare industry, technological advancements, economic conditions, and competition from other healthcare providers (Berkowitz, 2021). External marketing factors can also include demographic changes in the community served by the hospital, as well as the healthcare needs and preferences of the population (Berkowitz, 2021).
Service Proposal
A mental health program could be a valuable service for Bellevue Hospital to market, as mental health is an important aspect of overall health and wellness, and access to mental health services can be a challenge for many individuals. The mental health program proposed above could potentially address both a weakness and an opportunity for Bellevue Hospital.
As a weakness, the hospital may face challenges in terms of attracting patients seeking mental health services. This could be due to a variety of factors, such as competition from other healthcare providers, a lack of awareness about the hospital's mental health services, or a perception that the hospital is not a top choice for mental health care. By marketing a comprehensive mental health program, the hospital can address this weakness by increasing awareness of its services and attracting more patients seeking mental health care through social media adverts.
As an opportunity, the proposed mental health program could also present an opportunity for the hospital to expand its services and meet the healthcare needs of the community. Mental health is an important aspect of overall health and wellness, and access to mental health services can be a challenge for many individuals. By offering a range of mental health services, the hospital can provide an important resource for the community and position itself as a leader in mental health care (Cellucci et al., 2014). This can also help the hospital to improve its financial sustainability by increasing revenue from mental health services.
Marketing Goal
Using the SMART model is recommended for developing a hospital's marketing strategy. It's a framework that guarantees the goal will be SMART ("specific, measurable, attainable, relevant, and time-bound") (Berkowitz, 2021). To develop a marketing goal for this proposed service, it could be helpful to consider the SMART goal framework. For example:
Specific: Increase the number of patients seeking mental health services at Bellevue Hospital by 20% within the next year.
Measurable: The goal will be measured by tracking the number of patients seeking mental health services at the hospital over the course of the year.
Achievable: This goal is achievable because it represents a realistic increase in the number of patients seeking mental health services at the hospital.
Realistic: The goal is realistic because it takes into account the resources and capabilities of the hospital, as well as the needs of the community.
Timely: The goal has a specific timeframe of one year, which allows for sufficient time to implement marketing efforts and see results.
Goal Alignment
The proposed mental health program marketing goal for increasing the number of patients seeking mental health services at Bellevue Hospital by 20% within the next year aligns with the mission, vision, and strategic goals of the hospital. First, the hospital's mission is to provide high-quality, culturally competent care to the diverse communities it serves. By offering a range of mental health services, the hospital can fulfill this mission by addressing a significant healthcare need and making these services more accessible to the community (Schönberger, 2019). The hospital's vision is to be a leader in healthcare, and offering a comprehensive mental health program can help the hospital achieve this by expanding its services and positioning itself as a top choice for mental health care. Finally, the strategic goals of the hospital include improving access to care and financial sustainability. The proposed mental health program can support both of these goals by increasing revenue from mental health services and making these services more accessible to the community.
Competition
To identify and analyze the competition for the proposed mental health service at Bellevue Hospital, it will be important to consider the other healthcare providers in the region offering mental health services. Lenox Hill Hospital and NYU Langone Health are significant competitors for Bellevue Hospital in terms of mental health services. Both hospitals offer a range of mental health services, including individual therapy, group therapy, and medication management. They also offer specialized mental health services or therapies, such as child and adolescent mental health or geriatric psychiatry. It would be useful for Bellevue Hospital to research the specific mental health services offered by Lenox Hill Hospital and NYU Langone Health in order to understand how its own services compare and how it can differentiate itself in the market. However, Bellevue Hospital differentiate its proposed mental health services from those offered by Lenox Hill Hospital and NYU Langone Health by offering specialized services or therapies. Also, Bellevue Hospital’s proposed mental service are high-quality care, which is an advantage to the hospital in market. By considering the reputation of both the competition and Bellevue Hospital, the hospital can determine what it needs to do to improve its reputation or highlight its strengths in this area. Also, competitors may be located in convenient areas that are easily accessible by public transportation or by car. Bellevue Hospital is conveniently located in market opportunities to improve its accessibility for patients seeking mental health services. Finally, Bellevue Hospital mental services are competitive as it offers mental health services at a range of costs, including insurance-covered services and self-pay options.
Ethical Criteria
To determine how the current marketing strategies used by Bellevue Hospital adhere to industry ethical criteria and codes such as those of the American Medical Association (AMA) and the American Health Information Management Association (AHIMA), it will be helpful to consider the specific marketing tactics being used and how they align with ethical guidelines (Shi & Singh, 2022). First, the hospital’s marketing strategy is ensuring that marketing materials are accurate and truthful. Secondly, the facility has strong confidentiality protocols. Thirdly, it ensures that patients are fully informed about their treatment options. Finally, the facility provide patients with access to their own records.
References
Berkowitz, E. N. (2021). Essentials of health care marketing. Jones & Bartlett Learning.
Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A case study approach. Health Administration Press.
NYC Health + Hospitals. (2022, October 28). Publications & Reports. Retrieved from: https://www.nychealthandhospitals.org/publications-reports/
Shi, L., & Singh, D. A. (2022). Essentials of the US health care system. Jones & Bartlett Learning.
Schönberger, D. (2019). Artificial intelligence in healthcare: a critical analysis of the legal and ethical implications. International Journal of Law and Information Technology, 27(2), 171-203.