Marketing

Strategic Marketing

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Profile of PACE Greater New Orleans

PACE Greater New Orleans is a health care nonprofit organization that is located in New Orleans, Louisiana. PACE is an affiliated ministry of Catholic Charities of the Archdiocese of New Orleans. PACE Greater New Orleans provides its numerous services for PACE participants at their unique and historic centers, including in the Bywater neighborhood of New Orleans and on the Westbank in Marrero. Besides providing different health services, the organization promotes the independence and dignity of senior citizens. The mission of PACE Greater New Orleans is to enable weak older adults to live in their homes and in the community. The majority of the organization's services are usually on-site with a focus on preventive care. Some of those services include nursing care, medications, transportation, social services, personal care, and homemaker services. Other services offered consist of caregiver support, in-home care, nutritional counseling, hospitalization, and continence management.

Marketing initiative

There are various marketing strategies that can be utilized to promote nursing care amongst the target population. Health care marketing, particularly nursing care services, will mainly involve processes of strategic outreach and communications that are meant to bring in new health care consumers; guide them through their health care journey and keep them engaged with the health care system. The marketing initiative will integrate highly segmented, omnichannel, and certain online and offline efforts to promote engagement and growth (Hinson, et al., 2020). Some of the strategies that will be used in marketing include using consistent health care branding, asking for reviews from patients, leveraging social media, building a responsive health care website, and evaluating the online patient experience.

Relevance of knowing your customers’ needs

Knowing and understanding the needs of customers is typically at the center of every successful health care program, and whenever a health care organization has adequate knowledge, it can utilize the information to persuade the probable and existing customers that seek the services of the organization. In order to understand the needs of customers, it is appropriate to recognize certain elements of those customers, including who they are, what they do, what they think about the provided services, and what makes them feel good about buying the products and services offered in the organization (Gonzalez, 2019). While determining the needs of consumers, it is also necessary to determine what the customers expect from the organization, what they do, and the number of resources they have.

Importance of the four P’s

The four P’s of marketing are the major factors involved in marketing a product or service; hence, they will play a crucial role in the marketing of health care services. These four P’s denote the product, price, place, and promotion of a product or service (Kareh, 2018). Product refers to a good or service that is offered to customers by an organization. Based on the organization, it will provide various health care services, including nursing care, medications, nutritional counseling, and social services. Price is the cost consumers will pay on receiving the health care services based on the services' real and perceived value. Place refers to the areas and how to deliver services to consumers. The services will be provided in different around New Orleans, Louisiana. The element of promotion also includes the various methods that would be used to advertise the health care services offered by the organization.

Drivers of demand

The demand for health care generally emerges from the desire of the customers to gain good health because most individuals prefer being healthy to being sick. One of the greatest drivers of health care demand is aging and the steady growth of the population using the most health care and obtaining universal coverage through different health care programs. Another factor that drives the demand for health care is the economy because growth in the economy implies more people have jobs with insurance.

References

Gonzalez, M. E. (2019). Improving customer satisfaction of a healthcare facility: reading the customers’ needs. Benchmarking: An International Journal.

Hinson, R. E., Adeola, O., Limbu, Y. B., & Mogaji, E. (2020). Marketing in Healthcare-related Industries. IAP.

Kareh, A. (2018). Evolution of the four Ps: Revisiting the marketing mix.