Assignment 3: The Consultant

Executive Summary

This assignment will address an array of functions and factors that impact marketing health care functions. The chosen healthcare organization is Presbyterian Hospital which is located in New York City. Marketing planning is always essential for the strategic planning process. The demand for health care and well-being is growing because of, the availability of medical information and behavior change due to public awareness campaigns. Presbyterian Hospital has to understand that interactive marketing between the hospital and patients will determine the ability of hospital staff to serve the patients. The patient judges the quality of services not only on the basis of technical excellence, but also in functional capacity. Today due to increased competition, rising costs, and quality of care deteriorates, Presbyterian Hospital should take a more complex marketing solutions. In this case, Presbyterian Hospital must decide which health care market to cater, whether it is elite, expensive services for sufficiently rich consumers or services to the average consumer. The recommended strategies involve the adoption of advertising, public relations, personal selling and sales promotion strategies. Ultimately, it is essential for Presbyterian Hospital to develop the long lasting relationship with stakeholders through effective marketing.

Assignment 3: The Consultant

Introduction

This assignment will address an array of functions and factors that impact marketing health care functions. The chosen healthcare organization is Presbyterian Hospital which is located in New York City. It is ranked among the top ten hospitals in the United States. With experiences professionals from every field, this center handles all medical cases. It is a recognized healthcare leader in the world with state-of-the art technology, quality service, and a dedicated work force. It has five facilities located all over New York, this means that no matter in which area the patient is, there is always a facility nearby.

The tough competition in the healthcare services industry has brought various pressures for Presbyterian Hospital in the marketing management. In order to become more competitive and cater more target marker, this hospital must continuously investigate and develop new marketing strategies in order to develop a customer loyalty in terms of medicines and therapies. The new marketing tactics will allow healthcare professionals, surgeons, and physicians to offer patients improved healthcare and life-saving services. Although one of the top hospitals in the US, people has raised some concerns regarding the environment and safety. Even minor issues can have a major impact on the number of patients who return for a treatment. These concerns are not of major concern but in order to satisfy every patient, even small issues need to be address in order to provide the best quality services (Umbach, 2006).

Significance and Implications of Healthcare Services Marketing for Presbyterian Hospital

The Medical Marketing comprises the whole of human activities that guide and direct the organization to optimize the products and services to markets, to promote the effect of social and administrative processes of sharing with others, which can and should find products or services that will meet the needs and desires of patients ...