Discussion 10

Congratulations! Your final healthcare marketing and communication plan has been accepted and you are now ready to launch the plan. This is your moment to shine!

To begin, review your work in the course, including your final healthcare marketing and communication plan, and prepare a 3- to 4-slide presentation that addresses the following:

1. Summarize the key ideas from your final healthcare marketing and communication plan.
2. Select what you feel are the best elements from the plan and briefly discuss them. Also discuss any challenges you encountered as you developed your plan.
3. Discuss the ethical considerations you included as you executed the plan.

Note: You may use PowerPoint or a comparable program to complete your presentation. For assistance, refer to the

PowerPoint Office 365 (2019)

tutorials. After clicking the link, log in using your SNHU credentials, click the Search icon in the top navigation, and search for PowerPoint. View the tutorials for the version you are using.

Use the Speaker Notes to elaborate on your responses, and upload your presentation to this discussion.

18

The Final Project

Deanna Buchanan

SNHU

Introduction

Bellevue Hospital is widely regarded as the nation’s pioneering medical facility. Back in

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36, when it first opened, it was only a little infirmary with enough room for six patients. In recent years, its groundbreaking work in public health, medical research, and medical education has helped it become the most important academic medical center. Both inpatients and outpatients may access the cutting-edge medical treatment available at Bellevue Hospital (NYC Health + Hospitals/Bellevue, 2018). There is a need for additional marketing strategies even though it offers a comprehensive list of extremely effective services. In the healthcare industry, marketing means reaching out to potential patients, telling them about services, and keeping them interested in healthcare (NYC Health + Hospitals, 2019). The hospital’s marketing efforts should always reflect its core beliefs and long-term goals. With careful consideration of internal and external marketing aspects, Bellevue Hospital will provide its patients with top-notch service as part of its implemented marketing strategy. Success for the hospital may be guaranteed by strategic marketing that prioritizes congruence with its core values, mission, and vision.

Mission, Vision & Goals

Bellevue’s mission is to “provide the highest quality of care to the people of New York and to treat every patient with dignity, cultural sensitivity, and compassion, regardless of their ability to pay” (NYC Health + Hospitals, 2019). Bellevue always gives patients the best possible care, treatment, and services to achieve this mission.

Bellevue’s vision is “to be a fully integrated health system that enables New Yorkers to live their healthiest lives” (NYC Health + Hospitals, 2021). The principles upheld by ICARE represent the ideals held by Bellevue. Integrity, compassion, accountability, respect, and excellence are all ICARE standards. These expectations apply to every Bellevue staff member. By remaining true to these principles, Bellevue seeks to improve the quality of care they provide to patients and inspire more participation from employees in the company’s overall vision and mission (NYC Health + Hospitals, 2019).

State of service

NYC/BV offers a wide range of services to the people it helps. These services include access to highly qualified medical experts, new care programs, and cutting-edge medical technology. In this context, the obesity and weight-management service is the state of service under review. Comprehensive care for obesity and its associated diseases, like diabetes, is provided by a team of experts at the NYC/BV Center for Obesity & Weight Management. The hospital is a renowned leader in several areas of medicine, including bariatric surgery. Specialists in specialties such as surgery, medicine, nutrition, and psychology make up the bulk of the hospital’s core team. Many different inpatient and outpatient treatment programs are available for patients of all ages who are overweight or obese. A healthcare facility that offers a wide range of services must follow federal ethics to protect patients’ privacy while giving professionals access to important medical information.

Stakeholders

Stakeholders are “individuals, groups, and institutions whose interests are directly or indirectly affected by the actions of those involved in an enterprise” (NYC Health + Hospitals, 2016). Ethical healthcare marketing involves adhering to a code of conduct for administrative and clinical behavior that considers the interests of all parties involved in healthcare delivery. Stakeholders from all across New York City and beyond have a vested interest in the success of Bellevue Hospital, including patients, their loved ones, employees, the hospital’s board of directors, and their health insurance providers. The Bellevue Community Advisory Board (CAB) is a key stakeholder. The CAB’s main job is to bring together the hospital’s patients, staff, and community members. The CAB is uniquely positioned to serve as a sounding board for community concerns and to disseminate and promote community goals and values (NYC Health + Hospitals, 2016). Because Bellevue listens to what its stakeholders say, the hospital has kept a loyal group of patients.

Alignment of Services with Mission, Vision, and Goals

Many different kinds of medical treatment are available to people in Bellevue. To this day, the hospital remains committed to its founding principles of “one standard of care for everyone” and “all are welcome” (NYC Health + Hospitals/Bellevue, 2020d). Bellevue meets its mission and vision by offering a full range of services and sticking to the rule that every patient should be treated with kindness and care. The hospital has also been able to keep achieving its mission and vision thanks to its creative approach to process improvement. “Breakthrough has given the NYC Health + Hospitals staff a consistent way to think about coming up with new ideas, making plans, and solving problems” (NYC Health + Hospitals, 2016). To maintain its status as one of the best hospitals in the country, Bellevue has implemented a breakthrough process improvement system.

Target Population

The majority of the people Bellevue Hospital treats are regarded as being low-income. Evidence of this may be seen in the percentage of patients with medical coverage. At Bellevue Medical Center, 57% of all hospital discharges are covered by Medicaid, as are 36% of all ER visits and 45% of all outpatient clinic visits. Community Health Survey statistics from the New York City Department of Health show that certain service areas had much higher rates of diabetes, obesity, high cholesterol, hypertension, asthma, and cigarette use than the city as a whole (NYC Health + Hospitals, 2018). Bellevue Hospital primarily serves White and Hispanic people. A large and increasing Asian community is also being treated at the hospital. Despite an increasing elderly population in its target region, the hospital’s patient demographics are increasingly skewed toward younger patients. Patients come from all over the globe to Bellevue Hospital in New York, one of the largest hospitals in the United States. It serves as a primary care clinic for people living in regions with a high need for medical treatment (NYC Health+Hospitals, 2018).

Situational Analysis

Managers do a situational analysis to get insight into the capabilities, clientele, and external business climate of their company, and this study makes use of a variety of data collecting techniques. Factors like competitiveness and marketing ethics are included in the list of external and internal marketing influences on Bellevue, as are the services that will be used to market the community.

Marketing Factors

Internal and external marketing factors have a significant impact on healthcare organizations. Internal marketing factors refer to the internal resources, capabilities, and limitations of the healthcare organization (Cellucci et al., 2014). Internal marketing factors include things like the hospital’s reputation, the quality of its staff and facilities, and its financial stability. Internal marketing factors can also include the hospital’s mission, vision, and strategic goals, as well as its culture and values.

External marketing factors refer to the external environment in which the healthcare organization operates. These can include things like changes in the healthcare industry, technological advancements, economic conditions, and competition from other healthcare providers (Berkowitz, 2021). External marketing factors can also include demographic changes in the community served by the hospital, as well as the healthcare needs and preferences of the population (Berkowitz, 2021).

Service Proposal

A mental health program could be a valuable service for Bellevue Hospital to market, as mental health is an important aspect of overall health and wellness, and access to mental health services can be a challenge for many individuals. The mental health program proposed above could potentially address both a weakness and an opportunity for Bellevue Hospital.

As a weakness, the hospital may face challenges in terms of attracting patients seeking mental health services. This could be due to a variety of factors, such as competition from other healthcare providers, a lack of awareness about the hospital’s mental health services, or a perception that the hospital is not a top choice for mental health care. By marketing a comprehensive mental health program, the hospital can address this weakness by increasing awareness of its services and attracting more patients seeking mental health care through social media adverts.

As an opportunity, the proposed mental health program could also present an opportunity for the hospital to expand its services and meet the healthcare needs of the community. Mental health is an important aspect of overall health and wellness, and access to mental health services can be a challenge for many individuals. By offering a range of mental health services, the hospital can provide an important resource for the community and position itself as a leader in mental health care (Cellucci et al., 2014). This can also help the hospital to improve its financial sustainability by increasing revenue from mental health services.

Marketing Goal

Using the SMART model is recommended for developing a hospital’s marketing strategy. It’s a framework that guarantees the goal will be SMART (“specific, measurable, attainable, relevant, and time-bound”) (Berkowitz, 2021). To develop a marketing goal for this proposed service, it could be helpful to consider the SMART goal framework. For example:

Specific: Increase the number of patients seeking mental health services at Bellevue Hospital by 20% within the next year.

Measurable: The goal will be measured by tracking the number of patients seeking mental health services at the hospital over the course of the year.

Achievable: This goal is achievable because it represents a realistic increase in the number of patients seeking mental health services at the hospital.

Realistic: The goal is realistic because it takes into account the resources and capabilities of the hospital, as well as the needs of the community.

Timely: The goal has a specific timeframe of one year, which allows for sufficient time to implement marketing efforts and see results.

Goal Alignment

The proposed mental health program marketing goal for increasing the number of patients seeking mental health services at Bellevue Hospital by 20% within the next year aligns with the mission, vision, and strategic goals of the hospital. First, the hospital’s mission is to provide high-quality, culturally competent care to the diverse communities it serves. By offering a range of mental health services, the hospital can fulfill this mission by addressing a significant healthcare need and making these services more accessible to the community (Schönberger, 2019). The hospital’s vision is to be a leader in healthcare, and offering a comprehensive mental health program can help the hospital achieve this by expanding its services and positioning itself as a top choice for mental health care. Finally, the strategic goals of the hospital include improving access to care and financial sustainability. The proposed mental health program can support both of these goals by increasing revenue from mental health services and making these services more accessible to the community.

Competition

To identify and analyze the competition for the proposed mental health service at Bellevue Hospital, it will be important to consider the other healthcare providers in the region offering mental health services. Lenox Hill Hospital and NYU Langone Health are significant competitors for Bellevue Hospital in terms of mental health services. Both hospitals offer a range of mental health services, including individual therapy, group therapy, and medication management. They also offer specialized mental health services or therapies, such as child and adolescent mental health or geriatric psychiatry. It would be useful for Bellevue Hospital to research the specific mental health services offered by Lenox Hill Hospital and NYU Langone Health in order to understand how its own services compare and how it can differentiate itself in the market. However, Bellevue Hospital differentiate its proposed mental health services from those offered by Lenox Hill Hospital and NYU Langone Health by offering specialized services or therapies. Also, Bellevue Hospital’s proposed mental service are high-quality care, which is an advantage to the hospital in market. By considering the reputation of both the competition and Bellevue Hospital, the hospital can determine what it needs to do to improve its reputation or highlight its strengths in this area. Also, competitors may be located in convenient areas that are easily accessible by public transportation or by car. Bellevue Hospital is conveniently located in market opportunities to improve its accessibility for patients seeking mental health services. Finally, Bellevue Hospital mental services are competitive as it offers mental health services at a range of costs, including insurance-covered services and self-pay options.

Ethical Criteria

To determine how the current marketing strategies used by Bellevue Hospital adhere to industry ethical criteria and codes such as those of the American Medical Association (AMA) and the American Health Information Management Association (AHIMA), it will be helpful to consider the specific marketing tactics being used and how they align with ethical guidelines (Shi & Singh, 2022). First, the hospital’s marketing strategy is ensuring that marketing materials are accurate and truthful. Secondly, the facility has strong confidentiality protocols. Thirdly, it ensures that patients are fully informed about their treatment options. Finally, the facility provide patients with access to their own records.

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. For example, in the case of Bellevue, as a public hospital it has access to federal funding for patient assistance programs, which helps to lower the amount that patients have to pay out of pocket. In addition to this, they provide a variety of flexible payment plans that depend on affordability, which is also a critical aspect in price element of the four Ps. When it comes to the place aspect of the Five Ps, location can be a differentiating factor for a hospital like Bellevue, as it is easily accessible to the community it serves. They may also use community assessment data to identify underserved areas in the surrounding community, and locate clinics and services in those areas (Berkowitz, 2021). In terms of promotion it is critical for Bellevue to communicate effectively with patients and their loved ones, building rapport with them and promoting the hospital as a trusted and valuable community resource. To that end, Bellevue may focus on promoting its mental health and drug misuse programs, highlighting their accessibility and effectiveness. Additionally, they may leverage the product element of the four Ps to differentiate themselves from competitors by highlighting the quality of care and specialized services they offer.

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

Social media marketing, specifically through platforms like Facebook, is an appropriate strategy for healthcare providers to connect with their target market of patients, their loved ones, and the greater NYC community with mental problems. Through Facebook, healthcare providers can reach a vast audience and share information about treatments, procedures, and support groups for mental health issues (Cellucci et al., 2014). Additionally, social media allows patients to connect with other people who may have similar conditions or experiences which can provide emotional support. Social media marketing can also help to raise awareness about important health issues, such as mental health, drug misuse, and accessible resources to the community (Karim et al., 2020). This can help to reduce the stigmatization around these topics and encourage more people to seek out the services and support they need. Furthermore, social media is a cost-effective way to reach out to their target market, it allows to target specific demographics such as location, age, interests, and behaviors which can help to increase the efficiency of the marketing strategies and reduce costs.

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

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

Berkowitz, E. N. (2021). 
Essentials of health care marketing. Jones & Bartlett Learning.

Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). 
Healthcare Marketing: A Case Study Approach. Health Administration Press.

https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389

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).

NYC Health + Hospitals. (2022, October 28). Publications & Reports. Retrieved from:

https://www.nychealthandhospitals.org/publications-reports/

NYC Health+Hospitals. (2018). 
Missions and Values. Retrieved from NYC Health+Hospitals: http://www.nychealthandhospitals.org/our-mission-values/

NYC Health+Hospitals. (2018). 
Our Services. Retrieved from NYC Health+Hospitals: http://www.nychealthandhospitals.org/services/

NYC Health+Hospitals|Bellevue. (2016). 
2016 Community Health Needs Assessment. Retrieved from NYC Health+Hospitals|Bellevue:

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

Schönberger, D. (2019). Artificial intelligence in healthcare: a critical analysis of the legal and ethical implications. 
International Journal of Law and Information Technology, 
27(2), 171-203.

Shi, L., & Singh, D. A. (2022). 
Essentials of the US health care system. Jones & Bartlett Learning.

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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