Marketing and Strategic Plan: Hope Network Hospital

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Table of Contents

Segmenting the Targeted Market
Developing a Slogan
Proposed Action Plan
SWOT Analysis
Strategic Plan Proposal
Potential Turn of Events
Reference List

Healthcare organizations should use powerful marketing strategies in order to realize their goals. Marketers should also be aware of the unique needs of different individuals in every targeted location. Every population can be divided into different segments. Singh (2009) believes that “a proper marketing approach should consist of different strategies in order to attract members of the targeted segment” (p. 47). This proposal identifies a powerful approach that can be used to market a healthcare organization.

The name of the fictitious institution is Hope Network Hospital. The healthcare institution is planning to deliver quality services to the people of Minnesota, MN. A proper understanding of the targeted population will dictate specific approaches that can be used to attract members of different segments (Awa & Eze, 2013). The healthcare center will embrace the best models, strategies, plans, and activities in order to become the leading provider of evidence-based medical care.

Segmenting the Targeted Market

Recent estimates indicate that Minnesota has a population of 5.5 million citizens. Majority of the people are aged between 25 and 50 (Taylor, 2014). Minnesota’s population is also growing steadily in comparison with other regions in the country. Majority of the citizens are known to dwell in Minnesota-St. Paul (Taylor, 2014).

Statistics also indicate that “many people in Minnesota are of European descent” (Taylor, 2014, p. 37). However, the number of Latino Americans is also growing exponentially in this region. Over 70 percent of Minnesota’s adults are working in different sectors. These demographics can be used to develop a powerful segmentation strategy for the healthcare institution.

The first approach is to group the targeted customers into different segments. Such segments will include potential customers with similar health needs. The targeted individuals in that particular segment will portray similar responses to the targeted marketing strategy. The first segmentation approach should focus on Minnesota’s demographics.

For instance, the center will be established in an urban area. This approach will ensure the hospital delivers quality services to more individuals (Awa & Eze, 2013). The population is characterized by individuals between the age of 20 and 50. The marketers will therefore use different techniques in order to attract more members of this age bracket.

The marketing approach can offer personalized messages for males and females. This means that “the population will be segmented based on gender” (Martisiute, Vilutyte, & Grundey, 2010, p. 7). Women tend to have specific health needs. Every health service targeting women should be based on the above segmentation philosophy. The same strategy will be used for different medical services targeting males. It will also be appropriate to offer different messages that can attract members of various cultural groups.

This is necessary because Minnesota’s population is very diverse. This “segmentation strategy will make it easier for the organization to attract more individuals and eventually emerge successful” (Martisiute et al., 2010, p. 7). Patients from different locations and backgrounds will be able to acquire quality medical care.

The market can also be segmented using the behavioral patterns of different individuals in the state. For instance, many young people are currently looking for medical services and ideas online. The institution can therefore “offer online doctors to target more patients in this state” (Martisiute et al., 2010, p. 8). The aging baby-boomer population prefers to get medical services from established institutions. They also focus on the best ethical practices and approaches.

The marketing strategy should therefore embrace powerful approaches in order to support the needs of these individuals. A powerful brand image will also be used to target specific individuals. It is agreeable that many people tend to have their preferable brands. A positive brand image will target and attract more potential customers.

The other segmentation approach should focus on the geographical locations of the targeted customers. The medical facility should focus on Minnesota-St. Paul because it has more people. As well, new centers will be opened in different counties such as Ramsey, Hennepin, Dakota, Washington, and Anoka. The strategy will ensure the facility offers quality medical services to more citizens in Minnesota (Singh, 2009). The practice will eventually boost the organization’s sales and eventually make it more profitable.

Different marketing strategies should therefore be used for the above segments. To begin with, the use of online support will mainly target many young people in Minnesota. However, the approach will also be favorable for persons who use different social networks. The marketing strategy should also deliver quality information to the targeted population.

This approach will encourage more citizens to get quality medical services from the healthcare institution (Singh, 2009). The marketers should also use powerful messages to communicate with women who have different health problems. Some of these health problems include “cervical cancer, mastitis, hormonal imbalances, and fibrosis” (Awa & Eze, 2013, p. 13). A different marketing strategy should therefore be used when targeting males in the state.

As well, the facility should use a powerful mission that seeks to satisfy the needs of many individuals. This aspect of marketing will attract every potential patient. The organization should also be ready to provide quality services that will fulfill the changing needs of different communities.

This discussion shows clearly that the objectives of the market strategy will remain the same. However, customized messages and services should be used to develop powerful marketing strategies for different segments (Rose, 2011). The hospital should use appealing messages to ensure more parents are willing to get the best medical services from the institution. The practice will also support the health needs of many children in Minnesota.

The marketing strategy should also be developed in accordance with the aspects of different geographical areas. This variation will be critical because every county has its unique characteristics. Every county should therefore have a personalized marketing approach in order to get the best results. Individuals from different cultural backgrounds tend to have unique health needs (Rose, 2011).

They also expect such services to be delivered in a professional manner. That being the case, the institution will be required to employ more medical practitioners from different backgrounds. This move will ensure the facility is on the frontline towards providing culturally-sensitive and evidence-based care.

It will also be necessary to identify specific values that support the facility’s brand. Such values will fulfill the health expectations of many persons from different cultural backgrounds and segments. For instance, the marketing strategy should inform the population about the quality, openness, integrity, and passion embraced by the healthcare facility (Awa & Eze, 2013). These approaches will eventually make the hospital one of the leading providers of quality healthcare.

Developing a Slogan

The healthcare facility should be ready to offer client-focused and superior medical services to every client. Every person in the organization will be expected to embrace the best behaviors and practices. That being the case, a powerful slogan will be required in order to achieve the targeted goals and objectives much faster.

The slogan will become the best tool for every practitioner in the organization. Nurses and caregivers in the facility will be expected to embrace the best medical principles in order to support the slogan (Singh, 2009). As well, the slogan will communicate to more individuals in Minnesota. The slogan will also inform them about the quality, nature, and appropriateness of the services provided by the facility.

The flyer presented below will be used to inform more people about the identified slogan. The flyer will ensure more people understand the mission of the hospital. The flyer will be a vital marketing tool for this medical facility. The slogan indicated on the flyer will also sensitize more people about the facility’s goals. The purpose of the slogan is to remind more people about the organization’s objectives.

The main goal is to deliver competent, evidence-based, and timely health care services (Rose, 2011). The slogan will act as a promise to every person who wants to get the best services from the institution. Every caregiver will therefore be equipped with the best skills in order to promote the slogan (Singh, 2009). This practice will eventually support the marketing strategy and eventually make the institution successful.

The mission for the healthcare institution is “to continually improve the quality healthcare by setting the best standards in patient care and support” (Kotler & Keller, 2012, p. 64). The appropriate slogan for the marketing campaign is presented below.

Hope Network Hospital: Your Most Trusted Partner in Medical Care

The above slogan will ensure more workers are focusing on the best practices in order to offer client-focused medical care. The flyer presented below will inform more people about the goals of Hope Network Hospital. The targeted population will also be aware of the efforts undertaken by the hospital in order to deliver quality care (Singh, 2009). The flyer will eventually attract more patients and eventually make Hope Network Hospital one of leading providers of patient-focused care.

Singh (2009) believes that medical facilities should have powerful missions. They should also be ready to deliver their promises to the targeted population. Such “medical institutions should walk the talk” (Singh, 2009, p. 83). This fact explains why the healthcare institution should ensure every nurse is ready to fulfill the promises indicated by the targeted slogan.

The practitioners should be equipped with the relevant ideas, competencies, and skills on order to deliver positive results. The action plan presented will therefore ensure the facility’s workers deliver the slogan to life. The approach will ensure every client gets the best care.

Hope Network Hospital

Fig 1: Proposed Flyer

Proposed Action Plan

The first approach towards empowering every healthcare worker is to have a proper training program. The training program will mainly focus on the above slogan. The training will ensure every person is aware of the targeted institutional goals. The workers will also be equipped with appropriate skills and competencies in order to support the mission of the facility (Kotler & Keller, 2012).

As well, every member of staff will acquire new communication, problem solving, and decision-making skills. Such skills will be critical towards promoting the best practices in the healthcare facility.

The institution will also equip its workers with the necessary resources. The resources of a given health facility will significantly influence the nature of services availed to the targeted patients. The facility will ensure every practitioner has constant access to information.

Modern technological systems will also be installed in the facility in order to improve the level of communication. Every individual will “be equipped with various technological devices and equipment in order to offer timely services to the targeted patients” (Kotler & Keller, 2012, p. 102).

The concept of teamwork will also be embraced in the institution. Medical practitioners and caregivers will be grouped into different groups. Such groups will have qualified Health Leaders (HLs). Such leaders will therefore address various conflicts that might arise in their groups.

The leaders will also be equipped with new competencies and managerial ideas in order to deliver the best services (Kotler & Keller, 2012). The action plan will ensure every team works tirelessly in order to meet the health needs of many citizens. The approach will eventually increase the trust of different patients.

A powerful framework will also be established in the facility. The framework will “ensure nurses engage in various practices such as mentoring, lifelong learning, and collaboration” (Awa & Eze, 2013, p. 7). The individuals will be “encouraged to consult different publications because healthcare is an evidence-based practice” (Kotler & Keller, 2012, p. 49).

These action plans will equip more practitioners with the best concepts and competencies. Such individuals will eventually bring the above slogan to life. This strategy will “ensure the facility continues to offer evidence-based health services to more people in the targeted state” (Awa & Eze, 2013, p. 7). More patients and underserved communities will get the best health support.

SWOT Analysis

Hope Network Hospital is expected to become a leading provider of evidence-based care to every targeted segment. Powerful aspects and practices will be essential towards delivering the above slogan to every patient. A SWOT Analysis will identify the major strengths that can support the organization’s future goals (Kotler & Keller, 2012). The tool will also equip the leaders with appropriate incentives in order to achieve the best results.

The SWOT presented below identifies the major strengths and opportunities that will make it easier for the long-term care facility to promote the best practices. It will also be necessary to address some of the weaknesses and gaps that can affect the quality of various medical services availed to the targeted clients. The threats and weaknesses presented below should be used to formulate new strategies that can deliver the best goals.

Internal Environment

Strengths

The hospital employs competent nurses, doctors, practitioners, and caregivers. These individuals form a competent staff that addresses a wide range of health problems. Such professionals present their ideas in order to achieve the best health outcomes.
The hospital embraces different practices such as teamwork. The practices will ensure more people are focusing on the needs of their teammates and patients.
The institution has the best technological devices and equipment. These devices will be essential towards delivering quality care to more patients.
Low staff turnover will be expected in this organization. Proper leadership models will be put in place. The institution will “empower its workers using different incentives such as work-life balance, motivation, and rewards” (Kotler & Keller, 2012, p. 48).
The institution plans to support various outreach programs. The programs will focus on various problems that affect many people in Minnesota. Some of these issues include malaria, diabetes, obesity, smoking, and drug abuse.
The facility will be a leader in corporate social responsibility (CSR). The practice will improve the level of confidence in the state.
Lifelong learning will be “embraced in the organization in order to continually improve the quality of care” (Kotler & Keller, 2012, p. 48).
A proper organizational structure will be useful in this organization.

Weaknesses

The current number of nurses cannot address the health needs of the American population. This situation explains why the organization might be unable to employ the right number of caregivers.
It is becoming impossible to employ competent specialists. This is the case because “many specialists are currently in private practice” (Martisiute et al., 2010, p. 9). Such professionals will offer private services to different medical institutions. This practice explains why such specialists are expensive to hire.
The issue of taxation will also affect the current and future performance of this medical facility.
Internal group conflicts can have huge impacts on the healthcare organization.

External Environment

Opportunities

Modern advancements in technology will ensure the hospital delivers quality support to more patients.
The current economic performance is encouraging more people to get quality screenings and medical information. This facility will benefit a lot from such changes.
New polices and laws have been passed in an attempt to support the health needs of many Americans. Such laws will favor many hospitals and medical facilities including Hope Network Hospital.
Many scholars and practitioners are embracing the power of research. Such researches are expected to present evidence-based models and theories that can support the future of care.
Many people are volunteering to provide medical services. Such volunteers have the potential to support the facility’s mission (Singh, 2009).
The institution can also collaborate with like-minded organizations. This practice will make it possible for many individuals to get quality care.
Modern innovations and theories continue to support the nature of nursing. This opportunity will make it easier for the institution to achieve its goals.
New health complications are forcing medical practitioners to engage in numerous studies. Such studies will present new ideas towards better medical practices.
Social media and other online platforms will support the facility’s future goals.

Threats

The industry has become extremely competitive. New facilities have emerged in order to offer quality care to more patients. Government sponsored medical institutions are also attracting more patients than ever before.
The facility will be required to fulfill certain requirements. This threat will affect the organization’s performance within the past few years (Singh, 2009).
Many patients obtain their health services from medical facilities that have been in operation for the last few decades. This situation can affect the number of clients and eventually make the facility less successful.
People have “access to free information on the internet” (Singh, 2009, p. 106). Patients can get the relevant health information from different websites. This situation can have disastrous impacts on the hospital’s performance.
New hospitals are expected to emerge in different parts of the country. This development will increase the level of competition and make it impossible for this facility to achieve its goals.

Strategic Plan Proposal

Strategic Plan and Implementation

A powerful plan will be needed in order to support this health organization. Various initiatives should be put in place in order to promote organizational development and sustainability. The hospital will use different initiatives in order to foster organizational growth and sustainability. The first initiative is putting in place a proper growth and development plan. This plan will be characterized by specific strategies and practices that can deliver the best goals.

The plan will include specific goals, objectives, and roles that should be completed within a specified period of time. The second initiative is having a proper organizational culture. A proper strategy will be characterized by powerful practices within the organization (Singh, 2009). The culture will promote teamwork, foster decision-making, and ensure every person focuses on the institution’s future growth.

The third initiative is having a powerful leadership that focuses on attainable goals. The leaders will empower and mentor their followers to focus on such goals. The approach will ensure the institution is ready to achieve new goals and open more facilities. The fourth initiative is having a framework for implementing evidence-based practices. Such practices will ensure more employees are ready to acquire new practices in healthcare (Rose, 2011). Such evidence-based approaches will ensure the organization stays on the right path.

The fifth approach should include constant reviews and changes. Organizational changes are relevant because they present new ideas and processes that can result in growth. The proposed review will focus on better practices and strategies that will improve the health outcomes of many patients.

The last initiative is embracing the power of corporate social responsibility (CSR). Responsible institutions attract more stakeholders and clients. Many patients will also be ready to support the goals of the hospital (Rose, 2011). The approach will promote organizational growth and eventually result in sustainability.

Proposed Strategic Plan

Many people are in need of quality and timely health services. The organization’s core principles include providing efficient care, promoting equity for all, and embracing continuous technological improvements. Hope Network Hospital is committed to become a leader in health support.

The institution is committed towards offering personalized services to every targeted client. Continuous learning is a powerful approach aimed at improving the nature of health support (Awa & Eze, 2013). This strategic plan details how the organization will commit itself towards promoting growth and ensuring timely services.

Organizational Background

Hope Network is a faith-founded institution. The health institution seeks to offer personalized services to more individuals in Minnesota. The organization’s core values include selflessness, personalized service, quality care, equity, evidence-based practice, and inclusiveness.

The institution focuses on the best principles of medical practice in order to support the changing health needs of different populations (Singh, 2009). Patient-centered practices and approaches are the drivers of the organization’s activities. The facility is ready to embrace new practices and ideas in an attempt to improve the health outcomes of many people.

Vision and Mission

The organization has identified powerful goals and objectives that should be achieved within the next five years. The mission of the organization is to “to continually improve the quality healthcare by setting the best standards in patient care and support” (Rose, 2011, p. 48).

This mission will ensure the facility focuses on the best competencies in an attempt to deliver the best services. The organization will always embrace the best principles in healthcare. This strategy will make it possible for the institution to achieve its vision.

The hospital’s vision is “to become the leading and trusted partner in providing personalized care to every client” (Singh, 2009, p. 59). Every nurse practitioner (NP) will be equipped with the required resources and skills. The approach will be critical towards promoting the best practices and eventually make the institution successful.

Current Environmental Conditions

The American health environment is changing very fast. New health problems “are being reported every single day” (Singh, 2009, p. 87). People have also become aware of the available options and resources. New policies and regulations have been implemented in order to support the changing needs of many communities.

Some communities have been underserved thus making it impossible for their members to access quality medical support. Despite such changes, the healthcare organization will commit its efforts in order to offer adequate health services. Technologies and innovations are also changing the country’s health landscape.

The organization is ready to use modern innovations in an attempt to provide quality medical services to more patients. New researches in healthcare are supporting the needs of many populations. The institution will use such findings to improve the quality of its healthcare services.

Targeted Organizational Change

The institution does not have any specific organizational change. However, the organization will be embracing every modern technology within the next five years. This move will be necessary because new technologies are emerging every day. Such innovations will make it easier for the organization to achieve its goals. New communication processes will be implemented through the use of modern devices.

Every worker will have constant access to the internet. It will also allow its workers to consult different materials and researches. These changes will encourage the practitioners to offer evidence-based care. They will also acquire new skills that will eventually make them competent providers of quality medical care (Singh, 2009). The healthcare institution will also hire more practitioners within the next five years. Such workers will play a significant role towards supporting the health expectations of many patients.

Strategic Plan Initiatives and Components

Several initiatives will be put in place in order to achieve the above strategic goals. The first initiative is to promote the best leadership practices. The leadership style embraced in a given organization will determine its performance (Awa & Eze, 2013). A powerful leadership approach will be used to mentor different workers and promote the best practices. The second initiative revolves around the provision of adequate resources.

Such resources will empower more practitioners and encourage them to address the needs of their respective patients (Awa & Eze, 2013). New organizational practices will also be supported by a strong culture. The culture will promote powerful practices such as decision-making, collaboration, and teamwork.

Training sessions and programs will be embraced throughout the targeted period. Such sessions will equip nurses and practitioners with emerging ideas in medical practice. New teams will be established depending on the targeted goals. Teams have “the potential to produce goals much faster” (Awa & Eze, 2013, p. 11).

Members of the same time can share their skills and resources in order to achieve every targeted outcome. Appraisals and surveys will also be conducted frequently in the organization.

Such appraisals will identify new gaps and propose appropriate action plans that can improve the level of performance. Such initiatives and components will eventually make the hospital successful. Marketing will also be taken seriously in the organization. A proper marketing strategy is needed in order to inform more people about the services provided by the organization.

Timelines and Action Plans

Legal Responsibilities and Regulatory Compliance Issues

An Operations Manager (OP) will be employed to ensure every activity in the organization is executed in a professional manner. The candidate will also be required to monitor the organization’s practices. The person will also focus on legal responsibilities and goals of different practitioners (Awa & Eze, 2013). The OP will be expected to follow and address various regulatory compliance issues. This office will ensure the organization is operating within the provided guidelines and legal expectations.

Key Stakeholders

The number of stakeholders is expected to increase significantly. Every employee, member of staff, leader, patient, and citizen will always be treated as a stakeholder. However, key stakeholders in the organization include the managers, caregivers, practitioners, and patients. A powerful model will therefore be required in order to address the issues that might affect the expectations of different stakeholders (Martisiute et al., 2010). Such stakeholders will be considered in every decision-making process.

Potential Turn of Events

Kotler and Keller (2012) argue that “changes are happening very fast today” (p. 78). Healthcare organizations should therefore be prepared in order to deal with unforeseeable events. This fact explains why every strategic plan should focus on different unexpected events.

A good example is a potential economic crisis. Such a crisis will definitely affect the current strategic plan. This is the case because some stakeholders might leave the organization. As well, the institution might be unable to purchase the required resources and equipment. The situation can also worsen when the targeted population is affected by the economic crisis.

The best thing is to embrace the power of proactive planning. This approach will ensure the institution anticipates every unpredictable future event. The use of the above appraisals and surveys will provide powerful insights whenever there is a crisis. The leaders in the organization will continuously examine various environmental forces and changes.

They will also adjust their decisions depending on the changes that might face the industry. These practices can be critical towards dealing with unpredictable future events. Resource-allocation will also be made in a timely manner. The institution will “know when to take precautions or make necessary budget cuts” (Martisiute et al., 2010, p. 12). Members of staff will also be equipped with appropriate skills and competencies in order to deal with the targeted situation.

The above event can have numerous implications on the institution’s performance. It will therefore be appropriate to modify the action plans in a professional manner. For instance, the organization can hire fewer practitioners and improve healthcare delivery processes (Rose, 2011). The hospital can also reduce its prices in order to attract more clients. The use of proactive planning will ensure the organization is on the frontline towards realizing its goals.

Reference List

Awa, H., & Eze, S. (2013). The marketing challenges of healthcare entrepreneurship: An Empirical investigation in Nigeria. British Journal of Marketing Studies, 1(2), 1-16.

Kotler, P., & Keller, K. (2012). Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall.

Martisiute, S., Vilutyte, G., & Grundey, D. (2010).“Product or Brand? How Interrelationship Between Customer Satisfaction and Customer Loyalty Work. European Journal of Interdisciplinary Studies, 2(1), 5-15.

Rose, P. (2011). Cultural Competency for Health Administration and Public Health. Sudbury, MA: Jones & Bartlett Publishers.

Singh, D. (2009). Effective Management of Long-Term Care Facilities. Sudbury, MA: Jones & Bartlett Publishers.

Taylor, P. (2014). The Next America: Boomers, Millennials, and the Looming Generational Showdown. New York, NY: Public Affairs.

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