Final Milestone

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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. By highlighting the specific services it offers, such as therapy, counseling, and psychiatric care, and focusing on the unique features of its services, such as the qualifications of its mental health professionals or the use of innovative treatment approaches, the hospital can effectively communicate the value of its product to its target audience. To make its services more accessible, the hospital could consider its pricing strategy, such as offering discounts or financial assistance. It could also consider how it distributes its services, such as through in-person visits or teletherapy options, and consider partnering with community organizations to offer its services in convenient locations (Berkowitz, 2021). To raise awareness about its mental health services, the hospital could use a variety of promotional tactics, such as advertising in local media, promoting the services on its website and social media platforms, and collaborating with community organizations.

Patients, policymakers, and payers are the three P's chosen for healthcare marketing. Bellevue Hospital could use patients, policymakers, and payers of healthcare as key audiences in its marketing efforts for its mental health services. To reach patients, the hospital could promote its services on its website and social media platforms, advertise in local media, and collaborate with community organizations (Berkowitz, 2021). To target policymakers, such as elected officials or government agencies, the hospital could promote the importance of mental health care and advocate for policies that support the provision of such services (Berkowitz, 2021). To target payers, such as insurance companies, the hospital could work with them to develop coverage plans and promote the benefits of such coverage to potential patients (Cellucci et al., 2014). 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). By targeting these key audiences, the hospital can effectively promote its mental health services and advocate for policies that support the provision of such care.

Target market

Significant community health needs in Bellevue include treatment for mental illness and drug misuse (Berkowitz, 2021). Patients, their loved ones, and the greater NYC community would therefore constitute the target demographic for this educational initiative. There is a wide range of ages, genders, races, and socioeconomic statuses among New York City's population of people with mental health and drug addiction issues. Substance misuse and mental illness affect people of all ages, races, socioeconomic backgrounds, educational levels, and walks of life in New York City. Research shows that Latina teens face disproportionately high rates of suicide ideation (Karim et al., 2020). In addition, another study indicated that 20% of low-income mothers in the city have postpartum depression (Karim et al., 2020). New York City drug use data were published in a study by the Substance Abuse and Mental Health Services Administration (SAMHSA). SAMHSA (2015) reported that of the various demographic groups currently residing in New York City, 25.3% of adolescents, 47.7% of African Americans, 53.4% of whites, 57.6% of those who work full-time, 52.2% of college graduates, and numerous other groups admitted to using illegal drugs in the previous year. The survey also analyzed the prevalence of mental health disorders such major depressive episode disorder and suicide ideation among various populations who used various drugs (SAMHSA, 2015).

The target market might have different psychographics and behaviors in addition to different demographics. Patients with depression may use marijuana for pain relief, while those with social anxiety may turn to alcohol for consolation (Karim et al., 2020). For instance, regardless of a person's age, color, socioeconomic status, etc., they would be included in this program's marketing efforts if they were in need of or interested in learning more about mental health and drug misuse.

Currently Used Strategies

As of right now, Bellevue Hospital's marketing strategies are centered on "establishing an action plan to ensure health information materials, products, and services are accessible and understandable by patients and the communities they serve," as well as "strengthening communication to inform and engage staff, patients, and communities in understanding the hospitals health equity, principles, and goals" (Karim et al., 2020). Regardless, they use subpar promotional techniques. There is nothing except their location and client feedback on their Facebook page. They also maintain a Twitter account, which is packed with helpful information, words of encouragement, a link to the main site, and beautiful images of motivation. The hospital is already making good use of this kind of advertising, but it would be much more effective if they had a Facebook page. Whereas Facebook has 2 billion users as of the beginning of 2018, Twitter only has 330 million (Karim et al., 2020). Reaching a big population is important in New York City due to the prevalence and diversity of mental illness and drug misuse. Therefore, the best way for the hospital to reach more people is to use Facebook as a marketing tool.

Appropriateness of Social Media Marketing for Target Market

In addition to the billions of users that Facebook boasts, Twitter also has millions. Because of this, Bellevue hospital should make the most of social media while they still can (). For health-related questions, social media is a go-to resource for people of various ages, backgrounds, places, personality types, etc. Others use social media for confirmation, to gauge their own experiences against those of others, and to vent their emotions without fear of retaliation from those who "get it" (Cellucci et al., 2014). As a result, promoting mental health and substance addiction resources on social media is an excellent way to reach individuals who may be in need of treatment or who may be curious to learn more.

Ethical criteria

There are several ethical criteria that guided the selection of using Facebook as a marketing tool for promoting mental health services. AMA has a Code of Medical Ethics that provides guidance on the ethical use of social media in the healthcare industry. This includes principles such as maintaining confidentiality, avoiding conflicts of interest, and ensuring that online communication is accurate and respectful (Perez, 2021). Also, ACHE has a Code of Ethics for Healthcare Management that includes principles related to the ethical use of social media in healthcare (Perez, 2021). This includes principles such as respecting patient privacy, avoiding conflicts of interest, and being transparent about the use of social media in healthcare.

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. One communication strategy is using surveys with built-in suggestion boxes sent through staff newsletters to get these people involved in the marketing process (Berkowitz, 2021). Priority stakeholders will be employees since they have first-hand knowledge of the services offered and an intimate understanding of the company's strengths and limitations (Berkowitz, 2021). One-on-one meetings will be used to schedule individual meetings with key stakeholders, such as doctors or administration, to discuss the marketing plan in more detail and address any questions or concerns they may have. Additionally, the organization's intranet or other internal communication channels will 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. There are several ways that I can share marketing plan for mental health services with indirect and direct external stakeholders through:

Press releases: I can issue press releases about the marketing plan to local media outlets, which can be shared with the general public and with external stakeholders, such as legislators and public health officials.

Social media: I can use social media platforms, such as Twitter, Facebook, and LinkedIn, to share information about the marketing plan with external stakeholders and the general public.

Networking events: I can attend networking events and conferences related to mental health and use these opportunities to share information about the marketing plan with external stakeholders.

Collaboration and Effectiveness of Plan

Here are a few strategies I can use to leverage internal and external stakeholders to ensure that they are collaborating and supporting the mental health services:

Involve stakeholders in the planning process: I can involve internal and external stakeholders in the planning process for the mental health services by asking for their input and feedback on the marketing plan. This can help to ensure that their concerns and needs are addressed and that they feel invested in the success of the plan.

Communicate regularly: I should aim to communicate regularly with internal and external stakeholders about the progress of the marketing plan and any updates or changes. This can help to keep everyone informed and ensure that everyone is on the same page (Cellucci et al., 2014).

Build relationships: Building strong relationships with internal and external stakeholders is key to ensuring their support for the mental health services program. It is important to take the time to get to know these individuals and understand their needs and concerns, and work to build trust and credibility with them over time.

Ethical Criteria

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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.

Karim, F., Oyewande, A. A., Abdalla, L. F., Ehsanullah, R. C., & Khan, S. (2020). Social media use and its connection to mental health: a systematic review.  Cureus,  12(6).

Perez, M. (2021). Ethics and Decision-Making in the VA Healthcare System.  Ethics.

Substance Abuse and Mental Health Services Administration (SAMHSA). (2015). Results from the 2015 national survey on drug use and health: Detailed tables. [PDF]. Retrieved from https://www.samhsa.gov/data/sites/default/files/NSDUH-DetTabs-2015/NSDUHDetTabs-2015/NSDUH-DetTabs-2015.pdf