Discussion/short presentation

Bellevue Hospital

Luz Rodriguez

Southern New Hampshire University

Mission, Vision, and Goals

Bellevue hospital in the New York is one of the leading healthcare centers. It is known facility for its competitive care. The hospital has highly trained medics, physician, and nurses and they provide quality services to patients who live in New York City. The trained medics and other officers advance the healthcare services, give innovative treatment programs to children, seniors, and adults (NYC Health + Hospitals / Bellevue, 2018). The hospital encourages its services to the target market through the use of social media stands such as Twitter, Facebook, and Instagram. The social media is resourceful for the public because it makes it easy for the population to realize medical solutions which are offered in the hospital. Bellevue hospital is guide by a mission and vision statement. The mission is to advance high level of healthcare to the people living in New York while taking up dignity, consideration, and cultural understanding. Moreover, as parts of the organization mission, the hospital aim at ensuring health is available to all patients irrespective of their economic background. The hospital vision is to be the prudent facility in the America. All the operational goals are set to boost the organization to achieve this vision and mission. Some of the strategic goals include helping the poor in the society, cutting medical cost, and understanding innovative ways to develop quality relationship with all stakeholders.

State of the Service

Bellevue Hospital has goal to join different organization in the New York to manage the services of patients. The state of medical care in this facility is efficient and it is one of the best in terms of emergency care. The facility Level I Trauma Center is known for quick response to adult psychiatric and pediatric emergencies. The facility has neonatology, cardiology, and neurology centers. The organization (Bellevue Hospital) is the pioneer in training psychiatrist and psychiatric nurses, these are important specialists in detecting and managing mental illnesses (NYC Health+Hospitals|Bellevue, 2016). The facility is also celebrated for being the top institution in cardiovascular programs in America. Its Geriatric Ambulatory Care Program accommodated over 5,000 older patients each years and this makes it one of the busiest facility in the US. To boost its productivity and improve the service delivery, the facility has formed alliance with the “New York University School of Medicine”. Since Bellevue Hospital offers different specialties, it must be guided by some marketing strategies and plans. The hospital must have some ethical positions to ensure that the patients’ satisfaction is guaranteed.

Services in relation to Organization

Organizational goals should align with the interests of the stakeholders. For example, the mission statement should indicate the position of patients irrespective of their financial backgrounds, the patients have right to get the best medical care at the facility. The mission and services delivered shows that the facility has the intention to promote the health of the community. The public interest is important in management and stakeholder should work out a plan to meet them. Bellevue Hospital insists on quality medication and this has made it partner with research organization to facilitate the evidence-based practice when diagnosing and treating the patients. Best care can be achieved when there is right training of the medical personnel, under effective management, provision of safety assurance, and ensuring readily available care to every person seeking medication (Berkowitz, E.N., 2017). The operation of the facility should be based on ethical practices and the rights of patients should be upheld. The procedures should be legal always. The hospital further believes in “Patients’ Bill of Rights” which is well defined by the federal regulations. The constant training offered to medical staffs including the nurses and physicians gives the guarantee of safety needed to perform their duties.

Target Marketing

The Bellevue target large population in the US. The management aims at giving wide range of medical care to people living in the New York. The facility performs regular research and surveys that helps classify the at risk groups of people in the society. For instance, the hospital conducted a study to ascertain the level of mental illness, diabetes, hypertension, and asthma in the country (Centers for Disease Control and Prevention, 2015). From this research, the facility developed health marketing plan which aimed at sensitizing the vulnerable about the risk factors, the market plan also highlighted the services which the hospital offers. These services help to cut the risk and also treat the already affected persons. During its normal operations, Bellevue Hospital services about 502,000 patients in the ambulatory services, it conducted about 1,300 births annually, and 112,000 emergency patients. To this end, health marketing can be termed as the course of creating, linking and delivering health data over defined strategies that are patient-centered and science-based. Bellevue Hospital applies this approach and it is important as it assist reach the directed market and bring quality skills to the population.

Situational Analysis

Market Factors

It is necessary to conduct situational analysis for an organization to determine the strengths, weakness, threats and opportunities of the healthcare conditions. The internal conditions in any market impact the organization. The hospital should come up with its weakness and strength and include ways to communicate them to patient and staff members (Harrison, J., 2010). Based on the nature of organizational practice, the audience is an influential element because they can offer testimonials, referrals, and additional services.

Bellevue Hospital has various strengths. The facility is located in a densely populated city (New York City) this offers the hospital large target market. The hospital also has highly trained medical staffs, it has advanced healthcare services, innovative care programs for seniors, kids, and young people (NYC Health + Hospitals / Bellevue , 2016). Bellevue has advanced care system and its affiliation with New York School of Medicine enables it to stay updated with the latest medical knowledge and technology. Despite these strengths, the facilities has several weaknesses. From the hospital date collected by “Community Health Needs Assessment (CHNA)” it is clear that patients prefer primary care location compared to ambulatory care center. The primary care locations are preferred because patients can enter and meet the physicians and conduct wellness test when it is convenient.

The operation of the hospital is affected by external treats. The external reasons impact the organization include the growth of population in New York. The population put pressure on the medical person, however, this can also be considered as an opportunity to advance medical practice. The hospital has been capitalizing on YouTube, Instagram, and Facebook to attract new clients and through this platforms it assures the patients of better quality of medical care. The hospital is also in partnership with New York Health department and this allows for new programs to bridge the health gap as well as increase the received funds for improved medical care (NYC Health + Hospitals / Bellevue , 2016). The big threat to Bellevue hospital is government reimbursement. The “Centers for Medicare and Medicaid Services (CMS)” has negatively impacted the increase of physicians’ ownership of facilities. However, many healthcare business have despised this development.

Proposed Service

Bellevue Hospital should change focus and invest more in telemedicine. Telemedicine is the administration of medication through technology such as phone call, Skype, or email. It also involve delivering clinical healthcare from a remotes distance to inaccessible areas. This is the future positions and it is also impacting current patients (Berkowitz, E.N., 2017). Telemedicine has been used to advance medical attention and it has made patients receive the best quality care. It is important for the hospital to invest in telemedicine because its helps lessen the chance of increase in transmissible diseases amongst medical staff and patients.

Marketing Goal

The marketing goal can be developed through the use of SMART goal outline. The specific objective is to use telehealth to assist patients get medical care from their remote and inaccessible places. The measurable goal it to employ about 40 people to join the clinical and non-clinical team, this group will measure the requirements of the target group. The attainability of the goal is guaranteed because it is realistic and within the hospital operation limits (Berkowitz, E.N., 2017). The goals is to assist patients and ensure they get the quality healthcare from their location. The goal is realistic, the facility will receive funding for this program and the expected timeframe for this goals is three years.

Alignment of the Marketing Goal

The goal is aligned to the Bellevue strategic plans, vision, and mission. This is because it involve offering high quality care for the whole population in New York. For these goals to be realized, the organization should ensures clients are treated with dignity and kindness while the families’ representatives are involved in the medication plan. Most importantly, the organization should keep the cost down and ensure patients satisfaction.

Competition

There is likely to be mild competition in this proposed service of telehealth. This is because Bellevue Hospital has formed a collaboration with New York Health system. The partnership neutralize the competition from other organizations. When considering the possible competition from different state, then the hospital is likely to get competition from Mayo Clinic located in Minnesota. The Mayo clinic telehealth services connect patients with medical staff from different settings. Medical staffs and physicians from Mayo clinic have specialized training can remotely assess, analyze, and support patients (Mayo Clinic Health System, 2018). The medics engaged in telehealth offers alternative medication at rural centers. To beat this competition in telehealth and telemedicine, the Bellevue Hospital should be connected to portable devices among other technologies. However, the signals sent should be encrypted, protected and private as agreed in the “Health Insurance Portability and Accountability Act (HIPAA)”.

Ethical Criteria

The marketing strategies which is used by Bellevue hospital should be based on ethical criteria. The data recorded on Community Health Needs Assessment (CHNA) should be protected. The organization gather information about patients and health disparities that use Medicaid, Medicare, and uninsured with certain health issues. The statistics should be collected based on the “Affordable Care Act (ACA)” after every 3 years because Bellevue hospital is IRS-designated (American Marketing Assocation, 2017). Moreover, any information collected should be based on patients consent.

Marketing Strategy Strategy Bellevue Hospital is one of the leading medical institutions and one of the oldest facilities in New York. There is increased prevalence of medical conditions such as heart disease in the US and it is arguable that health disparity is rampant in New York. This means that strategic marketing is imperative in ensuring that the facility goals and objective align. The institution should have product differentiation through the use of multi-segment strategies, this ensures that information reaches various stakeholders and target groups. The objective is based on “Community Health Needs Assessments (CHNA)” and it puts the facilities at the center of health campaign. The facility can manage diversity and advertise its strategies through social media, billboards, television adverts, and word of mouth. The marketing messages should be customized to reach the target market. The rationale of marketing is that there is need for people to change their attitude towards lifestyle, this is the first step towards a healthy society. Four and Five Ps The right information should reach the intended groups at the right time for the marketing mix to be compelling. The target group is the patients with heart disease. The primary product is the heart program medical staff which involve the physician and patients. The market mix target people who do not receive the medical services at the main hospital facility since they are the most uninformed about the different management and control methods. Based on CHNA research, the patients are uninsured, Medicaid and Medicare, or commercial because Bellevue Hospital is exempted from tax according to IRS-designated 501(c) (3) and the Affordable Care Act. Despite this, majority of the people pay for their medical expense through Medicaid and Medicare. The Promotion of the healthcare program will involve promotional programs by the health departments, having wellness fairs, and educating the patients on the prevention. The collaboration of New York Health Hospitals and Bellevue cardiology department is well established and widely known. The organization delivers various inpatient and outpatient services, surgical services for cardiology patients. Despite this, as a public healthcare center, the hospital will focus on sensitization by delivering a friendly message, message which does not sound commercial. Target Market The telemedicine will focus on patients currently living with heart problems and persons at high risk of heart complications. Many of these patients are not found within the locality and they lack the means of transport to the facility. Moreover, a number of the target population have mild symptoms of heart complication and some are ignorant of the growing nature of the conditions if unmanaged. Majority of people at risk have obesity associated with poverty and this means that the Bellevue Hospital should try to deliver affordable services. The senior population of the target group form a significant percentage of people at risk. There is a challenge with this target group, it is not well connected to social media, technology, and use television to pass time. The marketing strategy will target potential stakeholder such as non-governmental organizations and state government, these agencies help in sensitization and mobilization. Currently Used Strategies The current marketing strategy used by Bellevue Hospital is seeming useful because it capitalizes on the welfare of the patients who visit the facility. The hospital has invested in posters and information for external and internal environment research the target population in time. Despite the use of posters, the use of social media and television is more effective because it covers wide audience. The billboards reach the medically underserved, the minority groups, and locality with low-income. The target population experience health disparity and are at high risk of not getting the right medical care because they are underinsured or uninsured due to financial, geographic and immigrations challenges. Justifying Methods It is arguable that the patients who cannot visit Bellevue Hospital main facility will not receive the important information on heart problems because the communication channels used are traditional. The use of television, social media, and billboards is more effective because wide range of target population would be sensitized on the need to monitors their blood pressures and plan visits to the hospital. Ethical Criteria The use of telemedicine and telehealth strategy is based on equity. There is need for every institution to have health promotional approach which are conscious of all people needs. The health promotions should be accessible to audience of different racial group, people of different religion, and color. Moreover, since Bellevue Hospital gives services to all people, the strategy would strengthen affordability and accessibility of medical care. Communication Strategies Internal Stakeholders The marketing plan should be communicated to all internal stakeholder. The physicians for instance should attend the planning meeting to get details of the next changes that are likely to take place in the hospital. The involvement of internal stakeholder reduce resistance in the implementation of strategies. When stakeholders are involved in strategy planning, they are likely to participate in the implementation of the innovation technology such as telehealth. Communication of plan help stakeholder appreciate telemedicine to provide clinical health care. Right communication strategies also help break distance barriers and it improves the access to medical services in remote rural areas where critical care and emergency services are needed. The communication of this plan will be done through PowerPoint presentation. The presentation will capture statistics and data on innovative technology. It should be specific on how to make the organization better. The communication plan will highlight the cons and pros of the telemedicine and how shows the current organizational situation and the proposed marketing plan. Most important, the communication plan will have feedback and scheduled follow-up meetings which will help in implementing the strategy. External Stakeholders This marketing plan has direct and indirect external stakeholder for example the public health officials who consists of the New York Health organization. The communication plan increase the awareness of the possible measures to prevent the heart disease and enhance patients’ quality of life through telehealth. The marketing plan strategies are guided by the organization ethical values, mission, and visions. The marketing plan further focus on the city health challenges and struggles of the minority groups. For the Bellevue Hospital to realize success, it must change its social policy and seek new ways to improve the health conditions of the community. Collaboration and Effectiveness of Plan Successful implementation of the marketing and communication strategies drive teamwork to all concern stakeholder. The strategies ensure that the public collaborate with the external and internal stakeholders. This means that the communication strategies involve each part to discuss on changes which are needed. The communication can be through social media or face-to-face. In cases where the management propose meetings, they should be guided on ways to improve the patient-satisfaction and solve problem. Ethical Criteria The ethical principles that are used to make communication choices should be based on the existing federal regulations and laws, informed decisions, and expressed code of ethics. Moreover, the ethical position should build contacts and improve clients, public, and workers contribution to health matter. There should be assurance of honesty in the marketing strategies by adhering to fundamental values of accountability and obligation. References American Marketing Assocation. (2017). The American Marketing Association (AMA) Codes of Ethics. Retrieved from American Marketing Associaiton: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx Berkowitz, E.N. (2017). Essentials of Health Care Marketing. Jones & Bartlett Publishing. Berkowitz, E.N. (2017). Essentials of Health Care Marketing. Jones & Bartlett Publishing. Cellucci, L.W., Wiggins, C., & Farnsworth, T.J. (2014). Healthcare Marketing: A Case Study Approach. Chicago, IL: Health Administration Press. Centers for Disease Control and Prevention. (2015, July 8). Healthy People 2020: Oral Health Objectives. Retrieved from Centers for Disease Control and Prevention: https://www.cdc.gov/oralhealth/healthy_people/ Harrison, J. (2010). Essentials of strategic planning in healthcare. Chicago, IL: Health Administration Press. Mayo Clinic Health System. (2018). Telemedicine. Retrieved from Mayo Clinic Health System: https://mayoclinichealthsystem.org/locations/eau-claire/services-and-treatments/emergency-medicine/telemedicine NYC Health + Hospitals / Bellevue . (2016, March 30). 2016 Community Health Needs Assessment. Retrieved from NYCHealth and Hospitals: https://www.nychealthandhospitals.org/bellevue/wp-content/uploads/sites/4/2016/08/chna-bellevue.pdf NYC Health + Hospitals / Bellevue. (2018). Heart Health Program. Retrieved from NYC Health + Hospitals / Bellevue: https://www.nychealthandhospitals.org/bellevue/health-care-services/heart-health-program/ NYC Health+Hospitals. (2018). Our Services. Retrieved from NYC Health+Hospitals: http://www.nychealthandhospitals.org/services/ NYC Health+Hospitals|Bellevue. (2016). 2016 Community Health Needs Assessment. Retrieved from NYC Health+Hospitals|Bellevue: https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389