100%(1)1 out of 1 people found this document helpful
This preview shows page 1 - 4 out of 78 pages.
Unit 4 Application1Running head: UNIT 4 APPLICATION OF MARKETING PRINCIPLES ANDUnit 4 Application of Marketing Principles and TechniquesSelwyn PaulSt. Joseph's CollegeHealth Care MarketingHA 605Stuart LaneJune 10, 2008
Unit 4 Application2Unit 4 Application of Marketing Principles and TechniquesNew Product/Service Identification1.Submit a marketing analysis of:(a)A service/product described in recent healthcare publications that is of interest to you but youwould not recommend adding to the current offerings of your HCO;One recent interesting healthcare service that I researched but would not recommend tobe added to Maine Medical Center current offerings as an HCO is the emerging medicalspecialty of Hospitalist. Though MMC utilizes independent doctors to function in the capacity asHospitalists, there is no formal Hospitalists specialty at MMC. An interesting article surfaced in1999 in the February issue ofAnnals of Internal Medicinewhich sparked an argument aboutwhether the Hospitalist should become a separatespecialty. (Kelley, 1999) This debate hascontinued on to the present time even when Hospitalists are well established professionals. Oneof the most recent articles on the subject can be found in the December 20 2007, issue of theJournal of the American Medical Association (JAMA).A marketing analysis of adding Hospitalists as a fulltime specialty include the following:Market AnalysisProduct or Service Analysis:Hospitalists are MD’s who are specialized to take care of hospitalized patients. Thesedoctors focus primarily on general medical care of hospitalized patients. Hospitalists areinvolved in patient care, teaching, research, and leadership roles that focus on patent care.Hospitalists are skill professionals who bring a world of knowledge and experience to thehospital setting to help in the treatment and management of acute illnesses. Hospitalists workclosely with and collaborate with the patient’s primary care physician (PCP) and bring much
Unit 4 Application3needed relief to family physicians by managing their patients through the continuum of hospitalcare. Hospitalists work in virtually every department of the hospital; at times they can be seeingpatients in the ED, and then follow them into the critical care unit. They are also involved inorganizing post-acute hospital care. (Wikipedia Free Encyclopedia [WFE], 2008)Market Segmentation:•All primary care physicians•Hospitalized patients•Hospital staff/administration•Healthcare marketing firms•Advertising Agencies•Television/Radio/NewspaperTarget Market Segment Strategy:Focus functions:•Focus on hospitals that are short-staffed and spread thin (as far as Hospitalists work isconcerned)•Focus counterparts in specialties such as neurosurgery, orthopedics, nephrology andoncology who need co-managers for a wide range of their patients.