Marketing Promotion Strategy for a Hospital

NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.

NB: All your data is kept safe from the public.

Identifying a specialty that fits a chosen geographic area and justifying this selection

Just like other cosmopolitan areas in the US, Simpsonville, South Carolina, is home to many people of different ethnicities and social backgrounds. The racial composition of the area is distributed across whites, African-Americans, Native Americans, pacific islanders, Latinos, Hispanics and other cultures. Most of the people who inhabit Simpsonville are working adults. They constitute about 35% of the population (U.S. Census Bureau, 2011). This population group is followed by children below the age of 18 years because they constitute about 29% of the population. Young adults between the ages of 18 -24 and adults between the ages of 45 to 64 comprise 8.2% and 23% of the population respectively (U.S. Census Bureau, 2011). Older citizens (above the age of 65) comprise about 8% of the population. Even though these statistics are not very different from national statistics, what makes Simpsonville stand out from other regions of South Carolina is the high number of females. Practically, throughout most gender divisions, the number of females always seems to be higher than males. For example, it is reported that for every 100 females in Simpsonville there are about 96 males. Similarly, in every 100 females under 18 years, there are only 93 males (U.S. Census Bureau, 2011).

These statistics set the ground for the regional specialization of health services. Women’s health stands out as the most viable health field that has a high-profit margin. This fact is supported by the high number of females in Simpsonville. Specializing in female health services sets the ground for providing health services that address female health issues. The feasibility of specializing in female health issues, therefore, seems to be high because there are many health services that can be offered here. For example, reproductive health is a key health service that is bound to sustain the focus on the provision of female health services. Other health concerns that have a similar implication include cancer (especially breast cancer), osteoporosis, autoimmune diseases and depression. These health concerns are not exclusive to females but they have a higher incidence within this population group. It is therefore a viable strategy to introduce women’s health as an area of specialty for Simpsonville.

Indicating what level of intensity would promote this transition effectively, keeping in mind those physicians, employees, and consumers who will be affected by the change.

During the early years of specialization (in healthcare), licensure was considered an important factor in the identification of the right health institutions for seeking specialized health services. Coincidentally, South Carolina (the focus of this study) was among the first states in America to adopt licensure as a component of specialization (Jordan, 1985, p. 538). However, towards the end of the First World War, all hospitals in America had to be licensed to operate as specialized health institutions. From this background analysis, licensure provides the right level of intensity that can effectively transition hospitals from general healthcare facilities to specialized healthcare facilities.

Licensure acts as a form of health promotion where the public is educated regarding the recommended place for seeking certain healthcare services. As mentioned in earlier sections of this paper, specializing in women’s health is a desirable prospect in Simpsonville considering the high number of females in the area. Therefore, acquiring a license as a specialized facility that offers women’s health is bound to offer the right incentive for transitioning a general healthcare facility to a specialized institution (Jordan, 1985, p. 538). There are many healthcare practitioners that will be affected by this change. Indeed, licensing a healthcare institution as a specialized institution is bound to have a significant impact on not only the healthcare experts but also consumers. For example, men will be excluded from the target population group. However, the transition to a specialized institution is bound to have such an effect and there is not much that can be done to avert such a ramification. Consequently, it is important to offer additional training to healthcare experts to certify them as healthcare professionals working as specialized female health practitioners. This action presents the basis for internal communication to employees.

The internal communication/promotion to employees

Groene (2005) explains that an effective promotion strategy is one that does not address an issue from only one side. Based on the understanding of licensure as a tool for improving the efficiency of transition to a specialized health care institution, it is crucial to develop the internal employee promotional strategy not only from a subjective but also a holistic point of view. The following internal promotion model, therefore, seeks to address this concern.

Licensure is a process that is guided by rules, standards and policies. The practices of healthcare professionals are therefore guided by these specifications. An effective employee promotion strategy would therefore seek to review the activities of other healthcare professionals in the international network. More importantly, it will be crucial to evaluate the international licensure requirements for employees working in specialized healthcare institutions for women’s health (Groene, 2005).

Another important attribute of the internal employee health promotion model is the relevance of the transition (among employees). Here, it is crucial to show that the process of transitioning is worthwhile for the employees. Specifically, within the context of the licensure strategy, it will be crucial to explain that the need for gaining an additional licensing standard is beneficial in several ways. For example, the development of employee skills is one advantage that may be realized as a result of an improved certification.

Finally, the last element of the internal health promotion model is the element of ‘quality’. It should be properly communicated (within the organization) that the basis for success during the transition period is hinged on excellent healthcare quality. Similarly, it is crucial to highlight the link between high-quality healthcare and improved healthcare practice (among workers). Through this understanding, workers will be able to understand the importance of improving their skills and services for the realization of quality healthcare.

The External Communication/Promotion to the Community

There are many factors that have been known to contribute to effective promotion models. However, the concept of effectiveness (in effective promotion models) has been as controversial as the concept of success (because people measure the two variables on very different levels) (Australian Public Health Division, 2012, p. 3). There is, therefore, no uniform platform for measuring the success or effectiveness of health promotion (especially to the community). However, there are a few common standards that have been agreed on as important determinants of effective promotional models within the community set up. Confined by the focus on licensure as a tool for implementing successful transitions to specialized healthcare, it is vital to base the health promotion model as a two-faced strategy that explains where the community stands and what it is going to gain from licensure.

During the development of the health promotional model, it is therefore vital to explain what benefits will be realized by the community from licensing their health facility as a specialized hospital. For example, the improvement of healthcare quality should be highlighted as a possible benefit that should be enjoyed by female patients. In addition, it should be explained that the lack of licensing gives the opportunity for quack medics to operate (hence compromising the quality of healthcare services to the community). Another strategy that should be exposed is the impact of licensing on the community. For example, as explained in earlier sections of this paper, licensing a healthcare facility as a specialized institution for women’s health is going to exclude male patients. Such an effect should be communicated to community members as a necessary cost of specialization. Here, it should be further communicated that such a strategy is not meant to be discriminatory but to improve the quality of healthcare for all community members. Evidence should be given of cases where such transitions have been successful.

The external communication/promotion to potential and future patients

In the context of this study, potential and future patients are women. Part of the promotional strategy for this population groups should be integrated with the community promotional strategy because women are an important part of the community. Moreover, the sustainability of a community mainly depends on the roles of women. The effect of licensing on potential and future patients should therefore be explained within the context of treatment structures and healthcare service distribution. Here, it should be explained that through licensing, the treatment structures and service distribution strategies will be tailor-made for the target population (women). From this understanding, it will be easier to achieve patient buy-in because they will see that licensing will shift the operational paradigms in their favor.

References

Australian Public Health Division. (2012). Health Promotion Strategies for Community Health Services. Web.

Groene, O. (2005). Health promotion in hospitals—a strategy to improve quality in health care. Eur J Public Health, 15(1), 6-8.

Jordan, G. (1985). The impact of specialization on health care. Ann Surg, 201(5), 537–544.

U.S. Census Bureau. (2011). Simpsonville City, South Carolina Statistics and Demographics. Web.

Click Here To Order Now!

Marketing Promotion Strategy for a Hospital

Do you need this or any other assignment done for you from scratch?

We have qualified writers to help you.

We assure you a quality paper that is 100% free from plagiarism and AI.

You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)