Response to the following 2 Discussion posts:
In your response posts, provide suggestions for how students might
address the other Five Ps in their plan. Do healthcare organizations
need to focus on all Five Ps in all of its marketing efforts?
Support your post and responses by referencing the course resources and
tasks, the textbooks, and other course materials.
https://smithandjones.com/resources/blog/the-politics-of-healthcare-marketing/
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6685306/
https://www.cdc.gov/healthcommunication/campaigns/index.html
Textbook: Healthcare Marketing: A Case Study Approach, Chapter 9
Discussion Post 1
My
proposed service for the Bellevue hospital is Bellevue’s own urgent
care centers. I proposed that an urgent care center located conveniently
near the Bellevue hospital could potentially prevent thousands of
emergency room visits each year. A total of 1,192,918 patients within
New York City area were labeled as a potentially preventable ED visit
out of 3,600,712 Medicaid population (Bellevue Needs Assessment, 2016,
p.20). This number reflects the exact reason why the proposal of an
urgent care center is needed. Increased
non-emergent cases with an ED means that real emergencies wait longer,
staff is stretched thinner, more errors are made, and less personable
care is delivered. If the patient went to the urgent care center and the
physician, deemed it necessary to seek further treatment at the ED it
is close to the hospital for easy transfer and continuity of care.
I
selected the physicians and patients out of the five P’s of healthcare
marketing. These specific elements apply to my final healthcare
marketing and communication plan because physicians and patients want
and even need to take an active role in their healthcare industry and
offerings around them. Programs such as this urgent care center directly
effects both the physicians and the patients. When marketing I would
market and communicate directly with a lot of physicians at Bellevue. We
have learned in previous modules that physicians hold power and
stakeholders want to keep them happy, therefore, marketing to them and
with them will be a contributing factor to the success of the urgent
care center. Secondly, the patients are just as important. In this
marketing plan, patients will see the benefit in both being seen at an
urgent care center (lower out of pocket costs, less wait times, etc.)
and it will show that Bellevue is doing its part to continue to improve
and benefits the patients.
References:
NYC Health + Hospitals Bellevue. (2016). Community Health Needs Assessment. P. 1-62.
Discussion Post 2
My
proposed service for Bellevue Hospital is the “Meet Them Where They
Are” community mental health outreach campaign which will mobilize to
serve the homeless. The
aim is to provide access of mental health services to individuals who
otherwise would not seek treatment, essentially meeting them where they
are. Behavioral health treatment services are currently provided by
Bellevue (NYC Health + Hospitals/Bellevue); hence, this initiative will
seek to enhance and expand current services offered. Per the 2016
Bellevue community health needs assessment (CHNA), in terms of mental
health, “Bellevue has significantly increased patient screenings in a
primary care setting and number of referrals to psychiatrist and social
workers in Primary care” (IHP 510 Bellevue Community Needs
Assessment.Pdf, 2016). Therefore, my goal is to capitalize on Bellevue’s
remarkable history of being the first public hospital at the forefront
of mental health whose roots stem from accepting all (Stiehl, 2017), yet
also venture out into the community, past the primary care setting.
Hopefully my multisegmented
social marketing strategy will ultimately position Bellevue to become
the market leader in mental health advocacy in the entire state of New
York.
In response as to whether healthcare organizations need to focus on all Five Ps in all
its marketing efforts? Given that its healthcare related, yes, all five
Ps should be a consideration. In my opinion it is difficult to imagine a
healthcare product or service that does not involve physicians,
patients, payers, public, and politics. However, for the purposes of
this discussion, the two of the five Ps whose specific elements apply
are certainly patients and public. The “Meet Them Where They Are”
initiative seeks to reach homeless mental health individuals, patients,
to first enhance their emotional and mental health, and subsequently
increase their health literacy. Thereby potentially to also improve
their economic and societal circumstances. From a public health
perspective, the campaign socially markets to the public by pointing out
the overarching benefits to the community. For instance, with regards
to COVID-19 specifically, homeless people who suffer mentally likely
lack the desire to seek medical treatment, much less receive the
vaccine; ultimately impacting others. Thus, from a public health
perspective investing in the treatment and health literacy of such
individuals can improve the public’s health.
References
IHP 510 Bellevue Community Needs Assessment.pdf. (2016). https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389
NYC
Health + Hospitals/Bellevue. (2021b, October 23). Our Services.
Stiehl, C. (2017, January 10). The Most Bizarre & Inspiring Stories
from America’s Oldest Public Hospital & Psych Ward. Thrillist.
Last Completed Projects
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