Milestone 2

5

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. Comment by Paul VanAssche: Here you were to conduct a situational analysis. What market factors strengths weaknesses and opportunities will create an opportunity for your proposed service? What are the weaknesses? You need to align this with the weakness/opportunity your proposed new service addresses. The format was covered in the worksheet assignment. Internal factors could be staff, tech advantages, breadth of product line. Various external factors can impact the ability of a business or investment to achieve its strategic goals and objectives. These external factors might include competition; social, legal and technological changes, and the economic and political environment.

Marketing Factors

Providing ambulatory treatment and a rich history to New York's low-income and uninsured population are two of Bellevue's greatest strengths. In addition to standard medical treatment, the hospital also offers specialized services such as obstetrics and care for the elderly. Because it is a member of the New York Health Hospital System, the hospital has access to a variety of benefits (NYC, 2022). One of the issues is the need for more money to help the personnel and the programs out there. Furthermore, the limited scope of most youth volunteer programs restricts their capacity to provide even the most basic assistance. When participating in the company's weight control program, surgical weight loss is the sole option. The institution may increase the program's reach by providing diet manuals, lectures, and workshops.

Developing senior volunteer programs, recruiting volunteers, and expanding into disability agencies are all external marketing components affecting Bellevue. Heart disease, diabetes, and high blood pressure are all lifestyle problems that the hospital may soon be able to cure. Information gathered by these programs will improve care for patients. The extensive volunteer networks of competing hospitals and an increase in uninsured patients from lower income brackets are also threats to Bellevue (Shi & Singh, 2022).

Service Proposal

As a service offering, I settled on hypertension Hypertension management Management program Program was selected (HPM) for Bellevue Hospital. Possibly working in tandem with the Mobile Insulin Titration Intervention (MITI) program and staffed by students from the NYU School of Medicine. Both may be used to help patients deal with and treat conditions including heart disease, sleep apnea, kidney disease, and stroke. The budget for this new plan is less. I may aAlso recommended is a non-surgical plan for weight loss. The program starts off four months before the scheduled operation. The program's goal should be to encourage healthy behaviors, such as eating well and increasing physical activity. Comment by Paul VanAssche: If your proposed program was solely HT management that is already offered as a specialty

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). The primary focus of the advertising campaign will be to collect information from those who have shown interest in bariatric surgery. Since the clinic maintains tally of patients who come in to learn more about the treatment, progress toward the objective can be tracked and monitored. While asking questions, hospitals should initiate a patient registration program. It is feasible and needs little in the way of resources. Messages may be sent to the patients through their MITI program. Patients should be persuaded to come to the hospital after reading these materials, which should provide all the information they need to do so. After six months, the hospital and the program may evaluate the situation and make any required adjustments.

Goal Alignment

Bellevue's goal is to provide New Yorkers with the highest standard of medical treatment possible while also respecting patients' autonomy and valuing their culture and background. HMP's objective is congruent with this vision because it provides diagnosis and treatment of hypertension to anyone in the New York area who needs it.

Competition

The Mount Sinai Heart Center is Bellevue's primary rival. The rival offers services including a 24-hour outpatient service and smart gadgets for recording HBP data. All HBP episodes, even those that occur when the patient is at rest, may be detected, improving the facility's ability to assess the quality of life of hypertensive patients. This data is helpful for developing the most efficient treatment possible. HMP may potentially face competition from mobile applications like the iPhone's Health Data monitoring feature.

Ethical Criteria

When connecting with patients online, the marketing team must take precautions to protect their privacy and other sensitive information. While it is expected that marketing strategies will make use of different social networks to develop personal ties with their patients, it is important to remember that any information given should be done so only with the patient's agreement (Schönberger, 2019). Bellevue will keep the community well-informed about their healthcare initiatives, services, and hospitality without compromising on their high ethical standards.

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.