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Marketing Plan Essay

2560 words - 11 pages

Marketing Plan: HUH Surgical Service Center of Excellence
Submitted October 31, 2011

Marketing Plan: HUH Surgical Service Center of Excellence

0.1 Company Overview

A private, nonprofit three hundred fifty-bed hospital, the institution is the nation's only teaching hospital located on the campus of a historically Black university. The rich tradition of leadership and service at HUH dates back to 1862. Over the course of its 145-year history of providing primary, secondary and tertiary health care services, HUH, a Level 1 Trauma Center also has a Center for Weight Loss Surgery, Cancer Center, Center for Sickle ...view middle of the document...

Based on the review of statistical, budget and customer satisfaction reports, physician, managers, executive leadership, and patients, and staff interviews, there are four core elements employed in this marketing plan, (1) internal marketing, (2) geography of services, and (3) performance improvement processes, and (4) physician recruitment. The surgeons exiting from the organization in 2003-sited the above-mentioned core reasons for leaving the facility. The four core elements were broken down into smaller workable components, (1) staff attitude and level of competence, (2) lack of adequate equipment, supplies, and instruments, (3) ineffective managerial leadership, and (4) lack of state-of-the-art surgical facilities (in order of priority).
The first priority, staff competence and attitude, will focus on service specific competences, annual competence, bi-weekly staff training, and Service Team Leaders to drive efficiencies. Internal marketing concepts and methods will address employee attitude to improve relationship management with physicians, patients and each other (Whyatt and Koschek, 2010). A systems management approach for business process re-engineering will help address all process issues influencing short-term and long-term issues related to the effective operation of surgical services (Nwabueze and Kanji, 1997). HUH must first address the internal issues as part of the overall marketing plan involving competitors.

1.0 Target Market

“Market segmentation is the process by which a market is divided into distinct subsets of customers with similar needs and characteristics that lead them to respond in similar ways to a particular product offering and marketing program” (Mullins and Walker, 2010, p. 203). In this marketing plan, the product offering is developing a competent service excellence environment that with the end results of attracting new customers, physicians, patients and maintaining the current customer base. There are three target markets segments identified, (1) internal customers, (2) external customers (3) physicians, and (4) patients. The larger target markets are broken down into smaller segments:
A. Surgical Services Internal market
1. Surgical Services Nurses
2. Surgical Services Technicians
3. Surgical Services Special Procedure Technicians
4. Surgical Services Anesthesiologist
5. Surgical Services Supply Technicians
6. Surgical Services Scrub technician
7. Scheduling Coordinators
8. Surgical Services Managers
B. Non- Surgical Services Employees
1. All clinical staff
i. Ancillary (i.e., radiology, laboratory, EKG,)
ii. Pharmacy
iii. Performance improvement
iv. Admitting
2. Non-clinical staff
i. Facilities
ii. Security
iii. Environmental Services
iv. Patient Safety
C. Physicians
1. Staff physicians
2. Community physicians
D. Patients
1. Community inpatient surgical
2. Community outpatient surgical
The target market concentrates on two segments, demographics...

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