Marketing and communication healthcare plan for Bellevue Hospital

Document Type:Research Paper

Subject Area:Marketing

Document 1

org, 2018). The hospital also offers protection to the community and employees in an attempt to achieve progressiveness and quality healthcare provision. The primary goal defining the hospital’s mission is CARE. The hospital aims at leading the other hospitals in provision of the necessary services to ensure that the community attains the highest level of health. To do that, the hospital involves all the stakeholders both internal and external to work together to realize the vision. Bellevue Hospital offers a variety of services. Rehabilitation medicine is one of the major services provided by hospital. The service is one the prioritized services by the hospital targeting drug abusers as well as people mental conditions such as trauma brain injury demanding rehabilitation. Both inpatient and outpatient rehabilitation services are offered in the hospital (Nychealthandhospitals. org, 2018). The main aim is to help patients overcome their present conditions and return back to their normal lives. The hospital established Traumatic Brain Injury Rehabilitation Center of Excellence in an attempt to ensure the services are devolved. The target population is characterized by low income earners who cannot access services in other hospitals. The hospital targets those populations where other hospitals don’t offer their services. The hospital has set forty-six certified beds for rehabilitation patients out of the total nine hundred and twelve beds. The hospital also ensures that ambulatory services are accessible by rehabilitation patients. The current equipment used to offer rehabilitation services are quality enough to help the patients achieve educational capabilities, psychosocial, physical and vocational capabilities (Nychealthandhospitals.

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org, 2018). The most important thing about the rehabilitation services offered by the hospital is that they are quality and affordable even to low income earners and uninsured patients. Bellevue Hospital involves its stakeholders in matters concerning delivery of healthcare services. Public health officials play a role of keeping the facilities in check to ensure that they adhere to healthcare rules and regulations. Doctors are tasked with the major role of delivering services to the patients as well as coming with ways of improve community health. In order to achieve the hospital goals, stakeholders have to work together for a common purpose. The current state of rehabilitation services aligns with the hospital’s mission, vision as well as its goals. Offering the services at an affordable price for low income earners to afford aligns with the hospital’s mission of total care for the community (Nychealthandhospitals.

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Rehabilitation services offered by Bellevue Hospital target drug and substance abusers as well as people with various mental conditions. Programs have been put in place to help people addicted with drugs recover their normal lives (Learn. snhu. edu, 2018). These are people addicted by drugs such as marijuana, cocaine, heroine and meth. However, Bellevue Hospital does not care about the race, gender and social status of the patient. Both male and female patients are well taken care of with a view of collective community care. All races are allowed to access rehabilitation services in Bellevue Hospital. In addition, uninsured patients face a lot of challenges trying to access services especially in non-NYC Health + Hospitals facilities. To ensure that such people are well taken care of, Bellevue Hospital targets such populations. However, external market factors originating from the New York Community affect Bellevue healthcare delivery the most.

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One of the factors is the high population of patients seeking healthcare services. The 2016 needs assessment showed that people in New York are in constant need of healthcare services. This is evidenced by the high number of people suffering from various illnesses such as diabetes, obesity, drug addiction, cancer, STDs and many more. For the financial year 2015, the hospital had 132,421 patients and 645,330 encounters (Learn. Most of these patients are not accepted in various hospitals in New York hence turning their eyes on NYC Health + Hospitals. With Bellevue Hospital being one of them, uninsured patients have been flocking the facilities seeking medical attention. With the fact that Bellevue offers services that are affordable to low income earners, it makes it a target for most of the patients in New York and its environs.

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As a result, the hospital is forced to expand its service delivery to accommodate the large populations of patients. Apart from external factors, internal factors emerging from within the hospital impact its service delivery. This calls for the provision of hospital beds for newborn babies to ensure that the quality of service delivered is the best. With the increasing population of patients, Bellevue Hospital has faced the challenge of staff shortage from time to time. Furthermore, provision of ambulatory services to all patients has been challenged by the shortage of the service. To improve delivery of rehabilitation service to the patients, Bellevue Hospital should introduce separate centers offering the service. With the high number of patients flocking the hospital, the center will take off the pressure from the main facility. org, 2018).

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Patients deserve receiving the best services from any healthcare organization. The goal is also measurable as the quality of service can be measured using the outcome as well as satisfaction. With a negative outcome and minimum satisfaction, it shows that the quality of service is not high. With the correct measures in place, the hospital can offer the best services. This can only be achieved if the services provided by the hospital are the best. This aligns with the proposed goal as well as the hospital’s strategic goals. The strategies goals lead to one thing; delivery of the best services and a healthy community. Rehabilitation services offered by Bellevue Hospital face competition from other hospitals. The highest competition comes from other NYC Health + Hospitals offering the same service. The current marketing strategies used by the Bellevue Hospital adhere to the healthcare ethical criteria.

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The current market strategies employed by the Bellevue Hospital include provision of affordable services, covering diverse populations, provision of quality services as well as taking the services close to the people in need of them (Quigley, 2015). These strategies are in line with the marketing ethical criteria provided by the healthcare industry. The strategies used does not involve advertisement as its against healthcare marketing rules. Advertisement is seen as a way of devaluing the profession and misleading to patients and hence forbidden. First and foremost, the quality of service should be made top. The rehabilitation center should ensure that it provides a state of heart services that would address all patient needs. Addressing all patient needs in their services would ensure earn trust among the patients and hence enhance the hospitals reputation (Collier 43).

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A good reputation is crucial when it comes to marketing healthcare services. In addition, the hospital should ensure that its rehabilitation services are affordable by their customers. This will enhance customer relationship and hence reputation of the services. This will in turn draw more customers to seek rehabilitation services at the hospital. Staff members should be trained on customer service to enhance their service delivery. Lastly, proper patient handling is important in enhancing reputation of any healthcare organization. Bellevue hospital rehabilitation center targets patients seeking rehabilitation services out of various conditions. The current market strategy employed by the Bellevue hospital to market its rehabilitation services fails to address the promotion aspect of the marketing mix. Ethical promotion of healthcare services is allowed. However, the hospital doesn’t promote its rehabilitation services (Rooney 241).

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The strategies used doesn’t address the needs of customers mostly those in remote areas. The rehabilitation services have to be taken close to people in remote areas. The strategies also take into considering the rights approach. Every person is entitled to quality healthcare service. Ensuring that every person in need of rehabilitation services can access them is part of the ethical consideration when coming up with the strategies. Other ethical considerations were also involved when formulating the strategies. Communication strategies Communication strategies are employed to reach internal as well as external stakeholders. In that way, they will be in a position to refer back to it once they face various challenges in its implementation. Communicating the marketing plan to external stakeholders is also important when it comes to implementation of marketing plan in healthcare.

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External stakeholders may include public health officials and legislators. The most effective way of communication involves organizing meetings with the concerned external stakeholders and communicate the plan (Mackert et al 226). The marketing plan is read to them so that they make their contribution. Public healthcare officials as well as internal stakeholders have the right to get involved. Implementing marketing plan for Bellevue’s rehabilitation services must involve all concerned stakeholders from internal staff to public healthcare officials to succeed. References Collier, David A. New marketing mix stresses service.  Journal of Business Strategy 12.  Patient education and counseling 85. e225-e228. McCarthy, Douglas, and Kimberly J. Mueller.  The New York City Health and Hospitals Corporation: Transforming a public safety net delivery system to achieve higher performance. Consumer-driven healthcare marketing: Using the Web to get up close and personal.

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 Journal of Healthcare Management 54.

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