Module 3 – Marketing Plan
Module 3 – Marketing Plan
Definition of Product
A product is anything offered by an organization to a market which is intended to satisfy a need of the consumers. The new health care facility aims at providing healthcare services to the public. Healthcare services are divided into diverse perspectives, which include dentistry, surgery, preventive care, and other services involved in providing care to patients (Plunkett, 2017). For this to be achieved, there are different stakeholders involved in the process, which include doctors, nurses, and other stakeholders involved in the management of the organizations (Plunkett, 2017). The provision of healthcare services involves a complex process, which includes a diagnosis stage, a treatment process, and support process, which are aimed at improving the quality of life of individuals. The new healthcare facility will have different departments to provide the diverse healthcare needs of the different population targets (Plunkett, 2017).
Consider the Types of Products/Services to Offer This Market and How They Might Differ From Those Offered In the More Traditional Setting of the Home Hospital
Healthcare services are divided into two three types which include primary care, secondary care, and tertiary care (Gholipour & Rouzbehani, 2016). Primary care involves services provided at the first point of contact in a healthcare facility, which includes consultations regarding certain healthcare conditions. Secondary care includes the necessary treatment process, which is determined after the primary stage (Gholipour & Rouzbehani, 2016). The final stage is tertiary care, which includes specialized and prolonged care. Tertiary care has been due to the diversification and advancement of technology, which was not present in the traditional setting of the home hospital (Gholipour & Rouzbehani, 2016). The traditional environment for Tenet’s first healthcare facility was not much developed like today. This limited the provision of advanced medical services, which involved referrals to the most developed government healthcare facilities (Gholipour ; Rouzbehani, 2016).
The traditional hospital had few demands in product and service provision compared to the current diverse and complex healthcare needs (Gholipour ; Rouzbehani, 2016). Due to the increased healthcare population, the demand for healthcare services has increased which have led to the utilization of more resources to address these demands. The established hospital had a decreased demand on the products and services demanded by the population (Gholipour ; Rouzbehani, 2016). This led to the implementation of a few and the most important products and services required addressing the few demands. In the modern times, due to the increasing healthcare demands, the products and services have also diversified to address the specific healthcare needs (Gholipour ; Rouzbehani, 2016).
The quality standards have also changed in today’s service provision (Gholipour & Rouzbehani, 2016). The established hospital did not face much competitive from other healthcare facilities, as there were few facilities around (Gholipour & Rouzbehani, 2016). In today’s healthcare industry, there has been a rise in the demand for quality services which impacts healthcare facilities to improve their service provision and the quality of products offered in the healthcare process (Gholipour ; Rouzbehani, 2016).
Determine the Types of Facilities/Services/Personnel That Would Be Appropriate For the New Health Setting
The new health setting will have to consider the increasing complexity of healthcare provision as the types of facilities in a healthcare setting will impact the decision of patients to choose the facility between other healthcare facilities (Plunkett, 2017). The new facility should include a facility able to provide secondary care to patients. This will constitute physicians in the different specialty areas (Plunkett, 2017). The specialty areas should also include specialized equipment to enable provision of care to patients with qualified personnel to operate the machines. This is important in addressing the acute and chronic illnesses, which are on the rise in the current time due to the changing life styles (Plunkett, 2017).
A new healthcare facility should be able to cater for the different health care needs, which includes an emergency department to address emergencies. A surgery department to cater for surgery interventions and a diagnostic centre to diagnose health conditions should also be included. This is important as healthcare facilities have a major role of diagnosing illnesses to be able to provide the required treatment interventions (Plunkett, 2017).
Appropriate personnel include qualified and experienced medical practitioners to help provide health care services effectively (Plunkett, 2017). These personnel will be placed in the different departments, which include the mental health department, dentistry department, and the surgical department. Nurses should also be included as they are tasked with providing care to admitted patients (Plunkett, 2017).
Demand for Services
One of the population characteristics of the service area, which include unique healthcare needs, has led to more diversification on the provision of healthcare services in this population (Grossman, 2017). This will help the new healthcare facility in addressing any barriers that could affect their provision of healthcare service to the specific needs of the population. Another population characteristic is a large number of an older generation due to the baby boomers (Grossman, 2017). This will help the new healthcare facility in researching the possible health problems likely to affect this target market. This will help the new healthcare facility in implementing the required structures and personnel to address this issue (Grossman, 2017). This population characteristic helps a healthcare facility in better management of their resources to address the health problems together.
Healthcare facilities experience a challenge in matching supply and demand for healthcare services. This is because regardless of the demand for healthcare services, healthcare services should maintain the quality of healthcare services at an affordable cost (Feldstein, 2012). The healthcare facility should consider factors affecting the demand and supply for healthcare services in the healthcare facility as well as from outside the facility (Feldstein, 2012). Since the healthcare facility is new, the estimated demand may not be accurately predicted and the management needs to be efficiently prepared to address any rise in the demand for health services with strategies to manage any excess demand (Feldstein, 2012). Factors that determine the effective market include the ability to pay/level of insurance, established relationships with other providers, and competition within the service area (Feldstein, 2012).
The ability to pay insurance impacts the demand as the higher the insured population, the higher the demand for healthcare services (Grossman, 2017). The level of insurance will also increase the demand for more advanced and specialized care, which should be considered. Due to the Affordable Care Act, a majority of the population has been able to access health insurance increasing the demand for healthcare services and the new healthcare facility should consider this fact in its determination of the expected demand (Grossman, 2017). Established relationships with other providers, which include partnerships with other established facilities, will help in addressing increased demand (Feldstein, 2012). Competition within the service area will help in addressing increased demand. Due to the high competitive environment, healthcare facilities are able to utilize the current demand effectively (Feldstein, 2012).
Feldstein, P. J. (2012). Health care economics. Clifton Park, NY: Delmar Cengage Learning.
Gholipour, R., ; Rouzbehani, K. (2016). Social, economic, and political perspectives on public health policy-making. Hersey, PA: Medical Information Science Reference.
Grossman, M. (2017). The demand for health: A theoretical and empirical investigation. New York: Columbia University Press.
Plunkett, J. (2017). Plunkett’s Health Care Industry Almanac 2018: Healthcare industry market research, statistics, trends, & leading companies. S.l.: Plunkett Research.