Analyze the Community to Plan the Marketing Message
Marketing tools available to healthcare organizations include the traditional direct mail, television, radio, and print advertisements; however, in the digital age, healthcare consumers locate healthcare delivery services through social media (Grover, 2016). To ensure your marketing message is broad enough and the appropriate media is used, you must first analyze your target market based on the community’s socioeconomic status and demographics. The identification of the market segment being targeted is needed to appropriately position the message about the service being promoted.
It is theorized a market segment represents a homogeneous group of individuals who, based on their generational values and beliefs, have similar behaviors to whom marketing efforts are designed. For example, your target audience with congestive heart failure likely will fall into the marketing segment representing the Baby Boomer generation, ages 55 to 69 years, who typically do not use social media; however, this market segment is adept in using mobile devices. Over the last decade, healthcare organizations including Cleveland Clinic and the Medical Center of Wisconsin have moved to universal marketing messages which can be pushed out to mobile devices (e.g., smartphones and tablets) through downloaded web applications, as well as broadcast through more traditional platforms (McNeal, 2015).
This information will inform you as to which type of media to use in your marketing plan in Week 7.
For this week’s assignment, you will analyze the profile provided on Hospital G’s community socioeconomic and demographic status and describe the type of marketing plan your team will create given the profile information provided. Be sure to include your rationale as to why a specific type of media will be used and/or avoided. Keep in mind the issues from the HCAHPS survey, which scored below identified thresholds (national benchmark). These metrics were categorized into two areas: communication issues and clinical quality issues. Your marketing reach must include patients who are at risk of not understanding discharge instructions, patients with congestive health failure who are not compliant with treatment regimens and are at risk for readmission, and patients at risk for sudden cardiac arrest and death.
As you prepare your assignment, use these guiding questions:
• What market segment is being targeted?
• Which communication channels will reach the target audience?
• Given the community profile, what are the barriers to reaching the target audience?
Full Answer Section
Communication Channels:
- Mobile Applications: While some seniors may not actively use social media, many utilize mobile apps. Developing a downloadable app with educational resources, appointment scheduling, and medication reminders can reach both seniors and the broader community.
- Multilingual Outreach: Printed materials, radio ads, and public health campaigns in the dominant languages spoken in the community can overcome language barriers.
- Community Partnerships: Collaborate with local churches, senior centers, and social service agencies to disseminate information and provide health education sessions.
- SMS Text Messaging: Send appointment reminders, medication adherence tips, and educational messages directly to patients' phones. This strategy can be particularly effective for younger demographics.
- Traditional Media (Limited Use): Television and radio ads can be used strategically, but focus should be on targeted programming relevant to specific demographics. Ensure messaging is clear, concise, and easy to understand for patients with low health literacy.
Media to Avoid:
- Social Media (Limited Use): While some community members may utilize social media, it shouldn't be the primary outreach channel for reaching seniors or those with limited internet access.
Rationale:
The marketing plan prioritizes mobile outreach and community partnerships to overcome potential barriers faced by diverse segments within the community. Mobile apps and text messaging cater to the growing mobile device usage across generations. Multilingual outreach ensures critical information reaches all residents. Community partnerships leverage trusted local organizations to disseminate information and connect patients with resources. While some traditional media exposure can be beneficial, it should be a secondary strategy due to potential limitations in reaching specific demographics and ensuring clear communication for patients with low health literacy.
Addressing HCAHPS Scores:
- Communication Issues: The mobile app, text messaging, and community partnerships can all address communication gaps by providing clear and accessible information about discharge instructions, treatment plans, and preventive measures.
- Clinical Quality Issues: The marketing plan can't directly address clinical quality, but by focusing on patient education and adherence to treatment plans (e.g., CHF management), it can indirectly contribute to improved clinical outcomes and potentially reduce readmission rates.
Conclusion:
By implementing a multi-channel marketing strategy with a focus on mobile outreach, community partnerships, and clear communication, Hospital G can reach its diverse patient population, improve patient education, and potentially address the issues identified in the HCAHPS survey.