HealthCare Marketing Analytical Essay

HealthCare Marketing Analytical Essay

1 HealthCare Marketing Courtney Roberts Southern New Hampshire University HCM 325 – Healthcare Marketing November 13, 2022 2 HealthCare Marketing: Mayo Clinic Rochester Surgery Services Profile The Mayo Clinic is a not-for-profit, integrated group practice focusing on the delivery of health care, research, and education. The Clinic has over 3,800 physicians and scientists on staff, and provides services to over 1.3 million patients each year. The Clinic has locations in Arizona, Florida, and Minnesota. The Clinic’s main campus is in Rochester, Minnesota. The Clinic’s mission is “to inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research.” The Clinic’s vision is “to be the destination for patients seeking the best care.” The Clinic offers a variety of services, including primary care, specialty care, and surgery (Kundel et al., 2014). HealthCare Marketing Analytical Essay

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The Clinic also offers a variety of educational programs, including continuing medical education, residency and fellowship training, and medical student education. Marketing Initiative Healthcare is an essential service that all individuals need at some point in their lives. Unfortunately, this service is not always affordable or accessible to everyone. One way to help make healthcare more affordable and accessible is to offer surgery services at a discounted rate (Schulte et al., 2018). This marketing initiative is important to the organization because it will help to increase the number of patients who are able to receive care. Additionally, it will also help to improve the quality of care that patients receive. There are a number of issues that currently exist with surgery services. One of the biggest issues is the cost of care. Surgery can be very expensive, and often times patients are unable to afford the care they need. Additionally, there can be a lot of wait time involved in getting 3 surgery. This can be very frustrating for patients, and can often lead to them not getting the care they need in a timely manner (Rose et al., 2019). Another issue that exists is that sometimes surgery can be very painful and have a long recovery time. This can be difficult for patients, and can often lead to them not wanting to undergo the surgery. A marketing initiative is needed in order to help address these issues. By offering surgery services at a discounted rate, it will help to make care more affordable for patients (Kundel et al., 2014). Additionally, by increasing the number of patients who are able to receive care, it will help to reduce the wait time for surgery. Additionally, by improving the quality of care that patients receive, it will help to reduce the pain and recovery time associated with surgery. Customer Needs In order to be successful, any healthcare product or service must take into account the needs of the customer (Schulte et al., 2018). In the case of a surgery service, there are both primary and secondary customers whose needs must be considered. The primary customers are the patients who will be using the service. They will have specific needs in terms of the type of surgery they require, the timing of the surgery, and their overall health and wellbeing (Kundel et al., 2014). The secondary customers are the caregivers who will be responsible for taking care of the patients before and after their surgery. HealthCare Marketing Analytical Essay

They will have specific needs in terms of the type of care they need to provide, the timing of the care, and their own health and wellbeing. It is important to understand the needs of both the primary and secondary customers in order to be successful in marketing a surgery service (Rose et al., 2019). For example, the primary customers will need to be made aware of the types of surgeries that are available, the timing of the surgeries, and the overall cost. The secondary customers will need to be made 4 aware of the types of care that are available, the timing of the care, and the overall cost (Schulte et al., 2018). In order to effectively market a surgery service, it is essential to understand the needs of both the primary and secondary customers. Four P’s The four Ps of marketing are product, price, promotion, and place. They are relevant to healthcare services because they help determine what services are offered, how much they cost, how they are promoted, and where they are provided (Schulte et al., 2018). Product: Services offered by healthcare providers can vary depending on the needs of the patient population. For example, a surgery center that specializes in orthopedic surgery may offer different services than a surgery center that specializes in general surgery. Price: The price of healthcare services can vary depending on the type of service, the provider, and the location (Rose et al., 2019). For example, a surgery center in a rural area may charge less for a procedure than a surgery center in a major city. Promotion: The promotion of healthcare services can vary depending on the type of service and the provider. For example, a surgery center that specializes in cosmetic surgery may advertise in magazines and on television, while a surgery center that specializes in general surgery may advertise in newspapers and on the radio (Kundel et al., 2014). Place: The place where healthcare services are provided can vary depending on the type of service, the provider, and the location. For example, a surgery center in a rural area may be located in a hospital, while a surgery center in a major city may be located in a standalone building. 5 Drivers of Demand There are many drivers of demand for surgery, as it is a necessary procedure for many medical conditions. The most common driver of demand is a recommendation from a doctor, as surgeries are often the best course of treatment for certain medical conditions. Other drivers of demand include medical emergencies, such as a heart attack or appendicitis, as well as chronic conditions that require ongoing treatment, such as cancer (Schulte et al., 2018). Additionally, healthy individuals may choose to have surgery for cosmetic reasons. 6 References Kundel, A., Thompson, G. B., Richards, M. L., Qiu, L. X., Cai, Y., Schwenk, F. W., … & Grant, C. S. (2014). Pediatric endocrine surgery: a 20-year experience at the Mayo Clinic. The Journal of Clinical Endocrinology & Metabolism, 99(2), 399-406. Rose, K. M., Navaratnam, A. K., Abdul-Muhsin, H. M., Faraj, K. S., Eversman, S. A., Moss, A. A., … & Castle, E. P. (2019). Robot assisted surgery of the vena cava: perioperative outcomes, technique, and lessons learned at the Mayo Clinic. Journal of endourology, 33(12), 1009-1016. Schulte, P. J., Roberts, R. O., Knopman, D. S., Petersen, R. C., Hanson, A. C., Schroeder, D. R., … & Sprung, J. (2018). Association between exposure to anaesthesia and surgery and long-term cognitive trajectories in older adults: report from the Mayo Clinic Study of Aging. British journal of anaesthesia, 121(2), 398-405. HCM 325 Milestone Two Guidelines and Rubric Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. HealthCare Marketing Analytical Essay

To establish the context, you will describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the market, you will conduct a strengths, weaknesses, opportunities, and threats (SWOT) analysis, assess the competitors in the market, and determine the current market position. Prompt: Establish the context for your healthcare product or service, and analyze the market. Specifically, the following critical elements must be addressed: II. Establish the Context A. Determine the marketing goals of your initiative. You should develop at least three specific objectives that apply best practices and align to the organizational mission and vision. B. Analyze the industry segment for your healthcare product or service. Include all relevant details related to population segment and demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors. C. Identify and describe your target markets. Be sure to include all relevant details related to their demographics, characteristics, preferences, and consumer behaviors. In any area where you are lacking critical information, explain the type of data that you would collect to fully understand your target markets. III. Market Analysis A. Conduct a SWOT analysis for your selected healthcare product or service. Be sure to thoroughly analyze the strengths, weaknesses, opportunities, and threats by including at least three items in each category. B. Assess your organization’s competitors using specific supporting examples. You should address at least two competitors, and discuss at least three strengths and weaknesses for each. C. Based on your SWOT and competitor assessment, draw informed conclusions about your organization’s current market position and justify your claims with specific supporting examples. Rubric Guidelines for Submission: Your draft must be submitted as a 4- to 5-page Microsoft Word document with double spacing, 12-point Times New Roman font, oneinch margins, and at least three sources cited in APA format. Critical Elements Establish the Context: Marketing Goals Proficient (100%) Specifies at least three marketing goals of the initiative that apply best practices and align to the organizational mission and vision Establish the Context: Industry Segment Analyzes the industry segment for the healthcare product or service, including all relevant details related to population segment and demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors Identifies and describes the target markets, including all relevant details related to demographics, characteristics, preferences, and consumer behaviors; where appropriate, explains the types of data that would be collected Establish the Context: Target Markets Market Analysis: SWOT Analysis Conducts a SWOT analysis including at least three items in each category Market Analysis:

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HealthCare Marketing Analytical Essay  Competitor Assessment Identifies and assesses at least two competitors using specific supporting examples, including at least three strengths and weaknesses for each Needs Improvement (75%) Specifies marketing goals of the initiative, but fails to identify at least three that apply best practices and align to the organizational mission and vision Analyzes the industry segment, but fails to accurately include all relevant details related to population segment and demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors Identifies and describes the target markets, but fails to accurately include all relevant details related to demographics, characteristics, preferences, and consumer behaviors; or does not explain the types of data that would be collected, where appropriate Conducts a SWOT analysis, but fails to fully or accurately include at least three items in each category Identifies competitors, but fails to assess at least two using specific supporting examples, including at least three strengths and weaknesses for each Not Evident (0%) Does not specify marketing goals of the initiative Value 16 Does not analyze the industry segment for the healthcare product or service 16 Does not identify and describe the target markets 16 Does not conduct a SWOT analysis 16 Does not identify competitors 16 Market Analysis: Market Position Draws informed conclusions about the organization’s current market position and justifies all claims with specific supporting examples Articulation of Response Submission has no major errors related to citations, grammar, spelling, syntax, or organization Draws conclusions about the organization’s current market position, but not all are appropriate or justified with specific supporting examples Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas Does not draw conclusions about the organization’s current market position 16 Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas Total 4 100%
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