Week 6 – Assignment: 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?
To better understand the health status of Hospital G’s community, review the 2017 Palm Beach County Health Department Community Health Improvement Plan updated June 2018 at the link provided in your resources.
Table 7. Hospital G Community Profile 2017
Week 6 – Assignment: Analyze the Community to Plan the Marketing Message
Hospital G
Community Profile 2017
Item
Total
Distribution
Total population
110,222
100%
Race
White
62,376
56.6%
Black or African American
34,578
31.4%
Asian
2,910
2.6%
Native Hawaiian or other Pacific Islander
108
0.98%
American Indian and Alaska Native
81
0.74%
Two or more races
1,731
1.6%
Other
3,194
2.63%
Gender
Male
53,237
48.3%
Female
56,985
51.7%
Education
Less than 9th grade
5,977
7.94%
9-12th grade, no diploma
5,588
7.42%
High school graduate
18,928
25.14%
Some college
13,572
18.03%
Associate degree
6,456
8.57%
Bachelor’s degree
15,481
20.56%
Graduate degree
9,292
12.34%
Below poverty level
13.7% families, 19% individuals of which 30.2% under 18 years and 11.8% over 65 years
20,942
19%
Median age
39.6
Average household size
2.44 people
Median income
$46,672
Mean income
$73,623
Length: minimum of 5 pages, not including a title page and reference page
References: minimum of 3 scholarly references
Week 6 – Assignment: Analyze the Community to Plan the Marketing Message
**Marketing Plan for Hospital G**
**Target Market Segment:**
Based on the demographic profile provided, the target market segment for Hospital G would primarily include individuals within the community who are:
– Middle-aged to older adults (given the median age of 39.6 years)
– Diverse in terms of race and ethnicity, with a significant proportion being White and Black or African American
– Varied in educational attainment, with a notable portion having completed high school or attained higher education
– Potentially economically diverse, with around 13.7% of families and 19% of individuals below the poverty level
**Communication Channels:**
**Traditional Media**: Given the diverse demographic profile and potential socioeconomic disparities, traditional media such as television, radio, and print advertisements would be effective in reaching a wide audience.
**Community Outreach Programs**: Hosting community events, health fairs, and workshops targeting specific health concerns such as congestive heart failure management and understanding discharge instructions would allow direct interaction with the target audience.
**Mobile Applications**: Considering the increasing use of mobile devices, developing a mobile application for Hospital G that provides health tips, appointment reminders, and educational resources could effectively engage patients.
**Local Publications**: Advertising in local newspapers or magazines could reach community members who might not be active on social media platforms.
**Healthcare Providers**: Collaborating with primary care physicians and specialists in the area to disseminate information about Hospital G’s services and initiatives would enhance outreach efforts.
**Barriers to Reaching the Target Audience:**
**Socioeconomic Disparities**: Limited access to internet and digital technology among lower-income individuals might hinder the effectiveness of online marketing strategies.
**Language and Cultural Barriers**: Considering the diverse racial and ethnic composition of the community, language-specific outreach and culturally tailored communication materials would be essential to ensure message resonance and understanding.
**Health Literacy**: Tailoring communication materials to various literacy levels and providing simplified yet comprehensive information would be crucial, especially for patients at risk of not understanding discharge instructions or treatment regimens.
By leveraging a combination of traditional and digital communication channels, along with targeted community outreach initiatives, Hospital G can effectively reach its target audience and address the identified healthcare concerns.
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