CHP 475 Marketing Plan part 2

On a separate Word doc, address each item on the Rubric with a plan that contains complete details of the healthcare organization. Use the topic of the Rubric as your heading for each section of the plan. DO NOT add your response to the rubric as your submission.

Remember this plan will be a running or continuous document with each part of the project building onto the previous part. This will ensure the continuity of your project as a business plan.

The topic of each question on the rubric will be your paragraph heading and should be bolded. Please don’t use the question sentence as your paragraph heading. You can only use the topic of the question as your paragraph heading,

In each paragraph heading, you need to answer the question with a comprehension response

MARKETING PLAN RUBRIC Part 2 Product /Service Overview and Target
Marketing
MARKETING PLAN NAME
PERFORMANCE RUBRIC
CRITERION
Product/Service
NEEDS IMPROVEMENT Score
0-9
Little to no information is
provided on the product or
services, its features, value,
benefits, or its competitors
AVERAGE/SATISFACTORY
Score 10-19
The plan describes the
products and/or services;
however, detail on the
features, benefits and
competitors is lacking.
EXCELLENT Score 20-25
The plan contains details of the business products
and/or services. The Plan describes each product
and/or service from the customer’s point of view,
listing its features, values, and benefits. The plan
identifies key competitors and explains how your
product/service is positioned to compete.
SERVICE OVERVIEW: Each Question is valued at 5 points.
What are the proposed new service unique features?
What values does it provide to key targets markets?
What are the benefits of this new service?
How is this new service positioned against existing services already offered by other competitors?
What are you doing differently from existing or substitutable offerings?
MARKETING PLAN RUBRIC Part 2 Product /Service Overview and Target
Marketing
MARKETING PLAN NAME
PERFORMANCE RUBRIC
CRITERION
Target
Market
NEEDS
IMPROVEMENT Score
0-29
Little to no
information is
provided on the
defining or identifying
target markets, types,
and profiling of
customers.
AVERAGE/SATISFACTORY Score 30-39
EXCELLENT Score 40-50
The plan contains only a brief summary of the
target market by identifying the various target
markets, types of customer profiling including
demographics, income levels, social changes,
economic or reimbursement changes, health
care delivery changes, or political changes, and
how to use similar products/services.
The plan contains comprehensive details of the target
market by identifying the various target markets, types of
customer profiling including demographics, income
levels, social changes, economic or reimbursement
changes, health care delivery changes, or political
changes, and how they use similar products/services.
TARGET MARKETING: Each question is worth
Target Market(s) Identified. (10 points)
What is the rationale for this Target Market Selection? (5 points)
What Segmented Strategies were used? Explain. (15 pints)
Explain all the sociodemographic variables used to identify markets. (10 points)
What Cohort Segmentation are you considering? Why? (10 points)
Explain what type of usage. (10 points)
Explain what type of Benefit Segmentation approach which will be used. (10 points)
MARKETING PLAN RUBRIC Part 2 Product /Service Overview and Target
Marketing
MARKETING PLAN NAME
PERFORMANCE RUBRIC
If marketing to a business market, Identify which Segmenting Business Market will be use and why? (5 points)
Marketing Plan Project: Open Arms Mental Health Center
CHP475: Healthcare Marketing
Name
Type of Organization
Mount Vernon Healthcare Center is a nonprofit inpatient treatment facility dedicated to
addressing the healthcare needs of the elderly population. Specifically designed to cater to the
unique challenges faced by senior citizens, the organization is staffed with experts in geriatric
medicine, nursing, and allied health professions. The center provides comprehensive care and
support to elderly individuals with physical ailments, cognitive disorders, and other age-related
health concerns.
Name of Organization
Mount Vernon Healthcare Center
Organization’s Mission
The mission of Mount Vernon Healthcare Center is “To enhance the quality of life for elderly
individuals through compassionate and specialized healthcare services.” The organization is
committed to delivering personalized care that addresses the physical, emotional, and cognitive
well-being of elderly residents. The goal is to create an environment that fosters dignity, respect,
and a sense of community for all residents and their families.
Organization’s Strategy Models
As an inpatient healthcare facility, Mount Vernon Healthcare Center specializes in providing
round-the-clock care for elderly individuals. The treatments and procedures offered require close
observation by healthcare professionals over an extended period. Residents stay in the facility
until their health conditions stabilize and discharge is approved by the medical team or per the
family’s preference. The center ensures a private and comfortable environment for residents
during their stay, promoting safety and well-being.
Hours of Operations
Office: Monday-Friday, 8 a.m. – 6 p.m.
Scope of Service Line
Mount Vernon Healthcare Center offers services tailored to elderly residents facing physical and
cognitive challenges. The facility has specialized units designed to address various health
conditions prevalent among the elderly. The dedicated staff, including skilled nurses and geriatric
specialists, provide personalized care within a supportive community. The center’s approach
involves individualized treatment plans, therapeutic activities, and continuous monitoring to
ensure the well-being of each resident.
Clients Served
The organization serves elderly individuals aged 65 and above who require inpatient care due to
various health issues such as chronic illnesses, cognitive impairments, or rehabilitation needs.
Mount Vernon Healthcare Center is committed to providing inclusive care, and no resident will
face discrimination based on factors such as ethnicity, economic status, lifestyle, or religious
beliefs.
Locations of Clinics or Services
The inpatient facility is in Mount Vernon, New York, serving the broader Mount Vernon
metropolitan area.
Description of Business
Mount Vernon Healthcare Center operates as a comprehensive senior healthcare practice,
offering a wide range of services and resources to enhance the overall well-being of elderly
individuals in the Mount Vernon community. The organization aims to be a hub for affordable
and quality healthcare solutions, fostering positive relationships between caregivers and
residents. With a team of dedicated healthcare professionals specially trained in geriatrics, the
center strives to achieve optimal outcomes for its elderly population.
Financial Health or Positions
Mount Vernon Healthcare Center is a not-for-profit organization that relies on donations and
earned income to sustain its operations. The organization operates with a mix of volunteer and
paid staff, ensuring that all funds generated or received go directly back into maintaining and
improving the quality of services. Endowment funds are crucial in supporting the center’s
programs, with investments contributing to the organization’s overall financial stability and
sustainability.
Social Changes
The demographic landscape is witnessing a significant shift with an aging population, leading to
an increased demand for senior healthcare services. The prevalence of chronic conditions and
cognitive disorders among the elderly is on the rise. Mount Vernon Healthcare Center
acknowledges these social changes and is dedicated to adapting its services to meet the evolving
healthcare needs of the aging population in the Mount Vernon area.
Economic Factors
Socioeconomic factors play a crucial role in the well-being of elderly residents. Like many other
cities, Mount Vernon faces economic challenges that can impact the health of its senior
population. Mount Vernon Healthcare Center strives to mitigate financial barriers by accepting
various payment options, including Medicaid and various insurance plans. This approach ensures
that elderly individuals in need can access essential healthcare services without financial
constraints.
Demographic Changes
The aging demographic trend has implications for the prevalence of mental health conditions and
chronic illnesses among the elderly (Mental Health and Aging). Data from national health
organizations indicates a rise in mental health conditions and substance use disorders in the
elderly population (Baker et al., 2021). Mount Vernon Healthcare Center is attuned to these
demographic changes. It is poised to address the evolving healthcare needs of seniors,
acknowledging that mental health concerns persist in older age groups.
Healthcare Delivery
The healthcare delivery process at Mount Vernon Healthcare Center is organized into four key
steps, which include assessment, diagnosis, treatment, and monitoring. Each resident undergoes a
thorough assessment to determine the most appropriate level of inpatient care. The medical team
diagnoses and formulates a tailored treatment plan, incorporating therapeutic activities,
rehabilitation, and cognitive support. Continuous monitoring ensures the ongoing well-being of
residents, with the ultimate goal of successful discharge.
Regulatory or Political Changes
Recent regulatory changes, such as the Elderly Care Enhancement Act of 2023, emphasize the
importance of specialized healthcare services for older people (Gharagozloo et al., 2023). Mount
Vernon Healthcare Center aligns with these legislative efforts, contributing to the enhancement
of elderly care systems. The organization supports ongoing education and training for its staff to
comply with evolving regulations, ensuring the seamless integration of behavioral health and
primary care for elderly residents.
Competitive Factors
Mount Vernon Healthcare Center competes for skilled healthcare professionals by offering
advanced training opportunities and state-of-the-art equipment. The organization strongly
emphasizes customer satisfaction and strives to attract residents by providing a comprehensive
range of services, excellent amenities, and competitive pricing. Medicaid coverage ensures that
the cost of treatments and programs is accessible to all, eliminating barriers to quality care.
Barriers to Entry
Advancements in healthcare technology pose a potential barrier to entry, as the adoption and
integration of new technologies can be challenging for some healthcare providers. Mount Vernon
Healthcare Center remains committed to overcoming this barrier by investing in ongoing staff
training and technology integration, ensuring that the organization stays at the forefront of
healthcare delivery.
Barriers to Exit
Mount Vernon Healthcare Center faces emotional barriers that could prevent an exit from the
market. Over time, the organization has built a loyal community of employees and residents. The
center’s vital role in supporting the health and well-being of the elderly population in Mount
Vernon establishes a strong emotional connection, making it challenging to contemplate exiting
the market.
References
Baker, S. T., Deady, M., Birrell, L., Ross, K., Fitzpatrick, S., Newton, N., … & Chapman, C.
(2021). Prevention of mental and substance use disorders: Shaping priorities for research
and implementation. Mental Health & Prevention, 24, 200211.
https://doi.org/10.1016/j.mhp.2021.200211
Gharagozloo, F., Poston, R., & Gruessne, R. W. (2023). Constitutional Violations by the Health
Care Quality Improvement Act (HCQIA) and the National Practitioner Databank (NPDB)
Reporting: Focusing on Preservation of the Civil Rights of Physicians. Journal of
Medicine and HealthCare, 5(3), 1-3. DOI: doi.org/10.47363/JMHC/2023(5)227
Mental Health and Aging. www.cdc.gov/aging/olderadultsandhealthyaging/mental-health-andaging.html.
NewYork-Presbyterian Lawrence Hospital Marketing Plan
CHP 475: Marketing in Health Services
05 June 2022
I.
Service Overview
This proposal will focus on NewYork-Presbyterian Lawrence Hospital starting a weekly
class/support group that aims to educate patients about eating healthy, nutrition, exercise, and
healthy ways to lose weight. It is imperative for the overall health of the community because
obesity is one of the primary contributors to disability and mortality (Shen, 2019). Obesity can
be preventable through making behavioral changes such as increasing physical activity and
eating healthier foods.
These classes will provide patients with knowledge that will help them change their lifestyle in
order to improve their overall health and well being. In the Community Health Needs
Assessment performed by the Westchester County Department of Health, it was determined that
one of the top programs that this community needs to add is one that addresses concerns about
exercise and weight loss (Community Service Plan 2016-2018).
Patients that attend a class held by the hospital will learn how to identify the behaviors that cause
obesity, learn modified exercises for overweight individuals, and they will learn healthy coping
strategies to combat the physical and emotional stress that obesity can cause. Patients will also be
able to gain a supportive community of like minded individuals that are working towards similar
health goals.
There are weight loss and wellness support programs at the local YMCA, but they do not offer
the same knowledge and experience that is exhibited by nurses and doctors working at
NewYork-Presbyterian Lawrence Hospital. The YMCA weight loss and wellness offers two 60
minute sessions per week for 12 weeks, free to YMCA cardholders (Castle Hill Weight Loss &
Wellness Programs). NewYork-Presbyterian Lawrence Hospital will offer three 60 minute
sessions a week year round, free of cost to anyone living in the Westchester County community.
Our hospital will provide guidance and care that is evidence based, and patients will be able to
trust that they are receiving the best information available. The professionalism and expertise of
the NewYork-Presbyterian Lawrence Hospital staff is valuable and can’t be duplicated.
II.
Target Marketing
a. Target Market Identification
NewYork-Presbyterian Lawrence Hospital’s target market is the people that make up
Westchester County. More specifically, NewYork-Presbyterian Lawrence Hospital should focus
on targeting the members of the communities that they serve that need the most help and make
up the majority of the population. As such, NewYork-Presbyterian Lawrence Hospital should
focus on people at or near retirement age and people leading an unhealthy lifestyle as their target
market. The individuals of retirement age would be individuals at and above age 50. The
unhealthy individuals of focus would include but not be limited to those who struggle with
obesity, drug abuse, and other mental health disorders.
b. Target Market Selection
These specific groups of patients were selected as the target market for NewYork-Presbyterian
Lawrence Hospital because of the Community Health Needs Assessment conducted by
Westchester County Department of Health. In the survey they found that mental health, drug
abuse, obesity, and care for the elderly are health concerns for the community. As these are the
most important needs of the communities being served by NewYork-Presbyterian Lawrence
Hospital, individuals needing help in these areas should be the target market of their services.
c. Segmented Strategies
Sociodemographic Segmentation was used in regard to the age of patients seeking healthcare
services. NewYork-Presbyterian Lawrence Hospital identified the elderly population in their
community as a group of importance. The hospital is targeting the people at or near retirement
age by tailoring services to meet the needs of individuals that are aging.
Psychographic Segmentation was another way that was used to segment the market by
determining the attitudes, interests, and opinions of the Westchester County community to
ideally generate lifestyle segments. NewYork-Presbyterian Lawrence Hospital has gained insight
on how to engage and deliver messages to their community through surveying people that live in
the community and providers that work in the community.
d. Sociodemographic Variables Used in Identification
NewYork-Presbyterian Lawrence Hospital is located in Westchester County, New York.
According to the New York State Department of Public Health, around 25 percent of individuals
living in Westchester County are obese, so there is a noticeable need for assistance in the
development of good exercise and eating habits. The population of adults in Westchester County
is primarily made up of people age 45 and above (Community Service Plan 2016-2018). This
coupled with the fact that one third of the population is on Medicare or Medicaid identified the
individuals at or above retirement age as one of the hospital’s main markets. One third of the
population surveyed in the Community Health Survey perceived themselves as unhealthy, and
many listed drug abuse and mental health as some of their top health concerns (Community
Service Plan 2016-2018). These survey results were used to identify markets for people leading
unhealthy lifestyles.
e. Cohort Segmentation
The Cohort Segmentation that I am considering is a group of individuals born between 19461964, also known as Boomers. This cohort is more vulnerable to mental and physical health
problems, and they will require a number of different healthcare services over the coming years
(Shen, 2019). Many Boomers are in need of preventative health marketing to help make them
aware of the chronic diseases that are prevalent as we age, and to inform them that these diseases
are preventable through changing their lifestyle behaviors.
f. Type of Usage
Of all of the individuals to consume this service the usage will primarily be attributed to the
population of retirement age. Individuals over 50 years old will likely make up the majority of
users and generate the majority of profits, similar to a heavy half consumer. Older individuals are
more likely to use the weekly class/support group for a number of reasons. Older people
generally are more educated and/or would like to better understand their bodies, so they will be
drawn to the offer for better education on nutrition and exercise. Also, individuals of retirement
age generally have more time to spend on activities like a course to learn more about their
bodies. Lastly, older individuals often find it more difficult to lose weight, so having a service to
help them to do so more healthily and efficiently will definitely be of interest.
g. Benefit Segmentation Approach
Individuals over 50 years of age will value the quality of service and care they will receive when
visiting NewYork-Presbyterian Lawrence Hospital. Retirement age individuals have worked
hard for many years, and when their bodies begin to break down they will seek the best care
available. The NewYork-Presbyterian hospital system has been established as one of the best
nationwide, earning reverence from the New York Tri-State area. Therefore, our hospital will
remain a top choice for older individuals seeking quality care.
References
Castle Hill Weight Loss & Wellness Programs. Free Weight Loss & Wellness Programs at Bronx
YMCA. (n.d.). Retrieved June 4, 2022, from https://ymcanyc.org/locations/castle-hillymca/programs-classes/health-fitness/weight-loss-wellness
Community service plan 2016-2018 – NewYork-Presbyterian Lawrence Hospital. (n.d.).
Retrieved May 22, 2022, from https://www.nyp.org/documents/lawrence/CommunityService-Plan-2016-2018.pdf
NewYork-Presbyterian Lawrence Hospital. NewYork-Presbyterian. (n.d.). Retrieved May 22,
2022, from https://www.nyp.org/lawrence
Shen, A. (2019). Marketing Preventive Health to Baby Boomers: What if unhealthy lifestyles are
attributable to the counterculture? Journal of Macromarketing, 39(2), 151–165.
https://doi.org/10.1177/0276146719835290
U.S. Census Bureau quickfacts: Westchester County, New York. United States Census Bureau.
(n.d.). Retrieved June 4, 2022, from
https://www.census.gov/quickfacts/westchestercountynewyork