Milestone 2

7

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. They are important and can affect an organization’s ability to compete and respond successfully to changes in the external environment (Cellucci et al., 2014). Employees make up a major portion of the company's internal environment, therefore it is appropriate that discussions of internal variables focus on them (Berkowitz, 2021). All employees and workers should be operating at maximum efficiency so that the organization may achieve its objectives and satisfy its customers. Factors inside a company, such Bellevue Hospital's purpose, communication, leadership, and capacity for continuous learning, all contribute to its success. A successful company has a clear idea of its mission and strategy for achieving it. According to their website, Bellevue's goal is to "provide health care to every patient with dignity, cultural awareness, and compassion, regardless of capacity to pay," with a focus on New York's most vulnerable communities (Cellucci et al., 2014). Using internal marketing tactics to enhance and cultivate the organizational promise of nurses in order to achieve competitive advantages for the company is of paramount importance in the health care industry (Berkowitz, 2021). Comment by Paul VanAssche: 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

The political, economic, reimbursement (gov’t and commercial) social, technical, environmental, and legal climates are all examples of external market elements that might have an impact on a company. All of these external variables have to be connected to Bellevue's main objective, and they all revolve around the surrounding community and the people they serve. Local governments like New York's Department of Health, as well as patients, donors, the public health staff, suppliers, and the media, are just some of the many groups with a vested interest in these matters. All of the hospital's supplies, equipment, staff, and funding come from outside sources, which are subject to their own agendas and constraints. Strategy and marketing success depends, in large part, on how much weight is given to stakeholders' wants and needs (NYC, 2022).

Service Proposal

In a city as densely populated as New York, mental illness is a major cause for worry; fortunately, Bellevue Hospital provides world-class psychiatric treatment. Too many of New York's 1/5 population who struggle with mental health or addiction issues do not get treatment (Berkowitz, 2021). Those in need who are living with a mental illness and cannot afford health insurance should have access to a program called NYC Well. Instead of medicating, maybe perhaps teaching and counseling would be more successful. The planned program would work on improving both the mental and physical health of those who suffer from drug misuse. It's important that not only in needy patients but also their loved ones get this assistance. Through this program, loved ones may learn how to best console and assist a loved one who is experiencing emotional distress. In offering this service, Bellevue Hospital can improve the health of its patients and their loved ones. Comment by Paul VanAssche: Patients have access to this Public Health Initiative without going to BV. Are you proposing that BV implement something similar, if so you need to state as much.

A situational analysis with a SWOT (strengths, weaknesses, opportunities, and threats) profile is an evaluation of the existing healthcare condition is necessary to designing and bring current organizational policies, plans and tactics (Schönberger, 2019). All the methods and means by which the Bellevue healthcare organization communicates with patients/staff members they already know—most notably current and former patients—will contribute to the organization's strengths and shortcomings in the internal market. This important group of people may be useful for gaining new clients, expanding the customer base, generating positive word of mind, or promoting the business in other ways, depending on the nature of profession or the circumstances (Cellucci et al., 2014). Bellevue's many strengths lie inside its own walls, whereby New Yorkers of all ages may have access to the best medical treatment available, from psychiatry to rehabilitation. In addition to its academic ties to the New York University School of Medicine, Bellevue's cutting-edge care system ensures that the facility is always at the forefront of medical innovation. I think tThe absence of a strong primary care network is the organization's biggest weakness.

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 specific goal here would be to motivate people to go get medical attention when they need it. The purpose is to help those who are struggling financially and are in need of mental health services. Researching and focusing on areas with the greatest percentages of people who have a drug addiction issue, especially those who do not have health insurance, might be an effective strategy. Because of their ample means, Bellevue Hospital can take such an approach to patient treatment. This is an achievable goal that will really benefit those who are suffering. The plan is to provide a service comprised of compassionate people who are ready to offer their services. A person in need of medical attention has nothing to lose by taking part in this program, since Bellevue is a well-regarded facility. Even though this is a continuous service, it's still important to set a deadline to avoid any unnecessary setbacks. It's recommended to limit the timeline to a year, since any delay might exacerbate the problem. The sooner aid can be administered, the better. Some of the best methods of promotion include using commercials and social media platforms. Since "70% of the U.S. population has at least one social media profile," it is clear that social media may be an effective venue for advertising (Schönberger, 2019). In order to reach this demographic, Bellevue need to put up posters in places they hang out. Those in need of medical attention will be the target audience for these ads. Ads will be shown to potential customers in an effort to keep this service active. Comment by Paul VanAssche: This would not be a marketing goal and certainly not measurable.

Goal Alignment

In this case, the marketing objective parallels the overall aims of Bellevue Hospital. As was previously mentioned, Bellevue's primary goal is to provide patients with access to a broad variety of high-quality, cost-effective health care services (Schönberger, 2019). Justifying the mission will be the establishment of a service to aid those with drug addiction problems who do not have health insurance. The ultimate aim is to ensure that every resident of New York City receives attentive, individualized medical attention (NYC, 2022). Helping patients via counseling is a step in achieving Bellevue's ultimate goal. The purpose of this initiative is to educate patents and their loved ones about the importance of mental health and the consequences of drug abuse, as well as to provide them with tools to deal with these challenges.

Competition Comment by Paul VanAssche: You need to identify the closest competitor, assess what they offer and determine what differentiates your proposed program from theirs. Here you were to have addressed the product and marketing of a competitor in the same market as NYC+BV. Wouldn’t the NY Well be a competitor?

One of the most powerful competitors is the Internet. On the one hand, the Internet is a fantastic resource that allows you to find what you need quickly and easily. Access to a plethora of possibilities is another way in which the Internet expands people's horizons. The planned NYC Well initiative, on the other hand, sets itself apart from online resources by providing instantaneous, private access to crisis counseling, mental health and drug abuse assistance, information and referral (NYC, 2022). The NYC Well program offers a free, always-available phone, text, and online chat helpline (Shi & Singh, 2022). Patients will benefit more from the individualized attention they get at Bellevue Hospital than they would from remote diagnostics and treatment options like the Internet or the phone.

Ethical Criteria

There is no reason to suspect that any unethical practices are lurking in the company's present marketing efforts. Psychiatrists often face ethical quandaries that require them to apply ideas as apparently abstract as beneficence, nonmaleficence, secrecy, fairness and nondiscrimination, professionalism, and trust. The correct social media ethic is having the correct outlook and the proper way of thinking about how to use social media effectively and how to interact with others. Etiquette is the socially acceptable norms of how to act in a certain situation. Social media etiquette is the same as proper behavior in other contexts (Shi & Singh, 2022). Without lowering their ethical standards, Bellevue will make sure the locals are aware of all the great things they're doing in the realm of healthcare, as well as the great places they can stay.

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.