BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan
Phillip March 12, 2024 No Comments

BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan

BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan

Name

Capella university

BUS-FPX4124 Health Care Marketing and Strategic Planning

Prof. Name

Date

To: Physical Rehabilitation Owner
From: Dianna Fete, PT Manager
Date: October 6, 2021
Subject: Adopting a Formal Marketing Plan – Proposal

Understandably, a formal marketing approach for well-established health services may seem unnecessary. As our organization has had no actual competition in the past, there was no need for extensive advertising and outreach. However, with renovations underway at Mercy Hospital, patients will have the option to have all their care under one roof, which is a service that we cannot compete with. It would serve the organization well to, at minimum, consider my proposal for a formal and strategic marketing plan.

Benefits to Health Care Marketing

Marketing Orthopedic services would allow us to increase our patient connections and nurture relationships we have already established. Successful healthcare marketing leads to successful patient engagement, leading to a thriving practice (Williams, 2020). When patients are given a choice to get their goods or services in more than one place, they will shop for the best price and convenience. Mercy’s addition of a rehab center offers patients a great deal of convenience (Thomas, 2015). If they have multiple appointments with providers at the hospital, they may choose to have their Ortho services there as well. Our organization must set our services apart, and that can be done with social and digital marketing.

Marketing Strategies

I am proposing that we adopt an aggressive digital and social marketing strategy. By getting the organization’s name and services out into the public eye on a social platform, we can cast a wider net to reach more patients. We can implement one practice immediately by asking patients to fill out satisfaction surveys that can be analyzed for online viewing and ask patients to review our practice on our website after their visit.

At the same time, this may seem like a lot to ask of our patient population; having this data available to the public will potentially increase our patient population. Digital marketing and advertising will put the organization at the top of a Google or other search engine search. Paying for Google advertising will help with our brand awareness. Research has given us a lot of insight into patients’ actions before they come in to see us (Williams, 2020).

BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan

  • 88% of new patient visits start with an internet search.
  • 48% of patients search the internet first before making appointments.

Prospective patients are more likely to make an appointment at an organization with a good reputation, and 85% are likely to choose an organization that uses modernized technology (Williams, 2020). For healthcare organizations to be significant in today’s market, they must adapt to a more digital world. Engaging patients through digital marketing strategies will give our organization an edge over Mercy Hospital if we push to get our names out in the public eye.

References

Thomas, R. K. (2015). Marketing health services (3rd ed.). Health Administration Press.
Williams, D. M. (2020, February 5). Why is Healthcare Marketing Important? LEVO Healthhttps://levohealth.com/why-is-healthcare-marketing-important/#:%7E:text=Healthcare%20marketing%20allows%20you%20to,leads%20to%20a%20booming%20practice.

BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan