Milestone 3
7
IHP 510 Milestone Three: Marketing and Communication Strategies
Deanna Buchanan
SNHU
Marketing strategies
Promoting services for mental health and drug addiction requires building relationships with individuals seeking help, their loved ones, and the larger community. If Bellevue wants to increase its internet market share, it must prioritize marketing initiatives that use social media. Marketing a mental health and drug addiction education program on social media would be effective for Bellevue Hospital since 40% of customers say that social media impacts how they cope with health (Cellucci et al., 2014). Email advertising is just another method in the marketer's toolbox. Promoting the program to prospective clients by emailing them personally and encouraging them to sign up. This may include describing the program, listing the advantages of joining, and giving discounts or other incentives. Last but not least, there's content promotion. In order to gain the audience's confidence and position the hospital as an expert in mental health, we will be producing and distributing high-quality, topical material. Various material formats, such as blog posts, articles, infographics, and videos, may be used to spread awareness and understanding of mental health concerns and the available support services among the target audience.
Individuals in recovery from drug addiction or mental illness often report feeling lonely, anxious, and on edge and have very low levels of self-esteem. So, hospitals need to use marketing strategies that foster constructive connections with individuals like these patients and other hospital stakeholders. Studies have established that individuals use social media for various health-related reasons, such as seeking out emotional support or learning more about their disease and treatment alternatives (Berkowitz, 2021). Bellevue could use social media to promote healthcare services by sharing relevant news pieces, motivational images, encouraging words, and success stories. People searching for therapy or information might feel less alone and more hopeful with the help of this approach (Cellucci et al., 2014).
Four and Five P's of Healthcare Marketing
Price, place, promotion, and product are the "Four Ps" of marketing. Community evaluation has Bellevue's infrastructure and goods well under control. Bellevue may determine what services and goods are most needed in the area where it works by performing a community needs assessment. Since Bellevue is a public hospital, it can get federal money for patient assistance programs. This lowers the amount that patients have to pay out of pocket. In addition, they don't just slap people with huge bills out of the blue but provide a variety of flexible payment plans that depend on affordability.
Patients, policymakers, and payers are the three P's chosen for healthcare marketing. Patients and their loved ones are potential clients in the healthcare industry, and it is crucial to building rapport with them if one hopes to be taken seriously as a community resource (Berkowitz, 2021). It is critical to spread information about mental health, drug misuse, and accessible resources (Cellucci et al., 2014). When promoting a mental health and drug misuse program, it is important to consider politics and payers. The government provides funding for Bellevue since it is a public hospital. If the hospital wants to keep getting funding, it must ensure its programs and advertisements are in line with the rules. Grants called Mental Health Block Grants (MHBG) are available from the federal government to help states expand their community mental health services (Berkowitz, 2021).
Target market
People in the Bellevue Hospital region who are looking for help with mental health problems are the intended audience for the planned mental health program. This demographic is mostly located in Bellevue, Washington, and the neighboring areas. People of various sexes, ages, and socioeconomic backgrounds make up this target audience. People who are committed to improving their mental health and have the financial means to do so are included in this target market's psychographic profile. This demographic tends to research available mental health resources, ask for personal recommendations from those they trust, and ultimately base their judgments on these factors when selecting a mental health professional.
Currently Used Strategies
Because they may not successfully reach and engage the target market, the already used marketing strategies may not suit the projected market's demands. Print ads and other analog strategies may not be as successful as their digital counterparts in reaching the intended audience. It's also possible that existing marketing approaches aren't tailoring enough to the tastes and requirements of the intended market.
Appropriateness of Social Media Marketing for Target Market
In order to successfully reach and engage the selected target market, the recommended marketing strategies use channels that are both familiar to and of interest to that audience. It's becoming more common and efficient to advertise to those seeking mental health options through social media and email. The hospital can position itself as an industry leader and earn the confidence of its potential patients by using content marketing to provide helpful and informative material.
Ethical criteria
Ethical decision-making requires contemplation of the marketing strategy's possible effects on all parties involved, especially those who may be particularly susceptible to or disadvantaged by such effects. Furthermore, we should be forthright and honest in our interactions with all parties involved, and we should be alert to the possibility of any conflicts of interest. To make sure that the marketing strategy is developed and implemented with the highest ethical standards in mind, it may be useful to speak with an ethics committee or seek counsel from industry specialists.
Communication strategies
It is essential that all involved stakeholders within an organization be consulted when crafting marketing plans. These individuals or groups, whether within or external to the company, are the ones who have something to gain from the business's succeeding.
Internal Stakeholders
Those who are "directly and/or financially engaged in the operating process" are considered "internal stakeholders" (Cellucci et al., 2014). These would be the doctors, nurses, hospital administrators, and board members at Bellevue. Surveys with built-in suggestion boxes might be sent through staff newsletters to get these people involved in the marketing process (Berkowitz, 2021). Employees have first-hand knowledge of the services offered and an intimate understanding of the company's strengths and limitations; this information would be invaluable for crafting marketing strategies (Berkowitz, 2021). The marketing strategy and survey findings might be discussed at regular meetings. Additionally, the organization's intranet or other internal communication channels should be used to disseminate updates and information regarding the strategy.
External Stakeholders
Individuals or organizations outside of an organization who influence it or may have an impact on it are known as external stakeholders (Cellucci et al., 2014). Public health authorities, city/state lawmakers, funders, and the target market would make up Bellevue's external stakeholders. Displaying the educational program's achievements on the hospital's social media sites is a great way to get the attention of these groups. The information offered should be geared toward the needs of the target market; thus it's crucial to generate stakeholder-focused material around their particular areas of concern and interest to boost participation. In addition to holding or releasing press releases, the hospital should organize press conferences to notify the media of the strategy. In addition, you may interact with external stakeholders by holding webinars or other online events to address any questions they may have regarding the strategy. Displaying Bellevue's track record of achievement in combating mental health and drug misuse will be facilitated by this measure as well.
Collaboration and Effectiveness of Plan
By conveying a unified message to all parties involved, these communication channels will serve as a powerful catalyst for cooperation. All relevant parties may be kept apprised of the plan's progress and its possible effects by conducting meetings, issuing press releases, and using social media. Doing so will improve communication and cooperation between the healthcare provider and the people it serves.
Ethical Criteria
Standards and codes of ethics, such as the ACHE Code of Ethics, must be included in marketing plans. Professionalism entails a dedication to the highest levels of ethics and ideals like honesty, fairness, and consideration for others' feelings. It's crucial to maintain a level head and make sure everyone's thoughts are heard and appreciated while dealing with stakeholders both within and outside the organization. By adhering to these moral standards, the hospital and its stakeholders, as well as the surrounding community, will have confidence in the planned mental health program's ability to attract and retain participants.
References
Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare Marketing: A Case Study Approach. Health Administration Press.
Berkowitz, E. N. (2021). Essentials of health care marketing. Jones & Bartlett Learning.