ECRH Marketing Plan Addressing the Case Study

ECRH Marketing Plan Addressing the Case Study

ECRH Marketing Plan Addressing the Case Study

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It was noted by Faith and Main consultant group according to “The Case Study” (2018), “36% of women are willing to travel across county lines to receive excellent services and 72% of women in Chestnut County would consider using the women’s services of ECRH.” This percentage of women seeking excellent care from ECRH shows the vast need for quality care. ECRH will use internet services for marketing research which will allow communication needed to develop services. ECRH will develop a mobile app that would allow same-day services at the touch of a finger. The women’s center will be phased in over the next two years.

ECRH has reached out to Greenbranch University for a partnership in becoming the preferred provider for the students and faculty. ECRH will erect billboards throughout the city and neighboring towns introducing the partnership with Greenbranch University. ECRH will offer virtual tours through the interactive website for the community to have a meet and greet with each provider where he or she may leave valuable feedback concerning his or her needs. This interactive website will allow the gradual transition of aging providers to be phased out as graduating students and providers from Greenbranch University are introduced to the community via an interactive website.

ECRH will be celebrating the Grand Opening of the new Oncology center targeted to open in six months on the 100-acre lot. This Oncology center will boast of the latest advances of technology including genetic testing, imaging services, and home health services. The advertisement for the Grand Opening of the Oncology center will take effect immediately. Former and current patients at ECRH Oncology center will be encouraged to leave valuable feedback on the interactive website. The feedback will be tremendous as we embark on the opportunity to offer a state-of-the-art facility. ECRH will market community outreach, getting the word out on providing education and innovations on healing the community ECRH serves.

Tactics

The healthcare field is steadily evolving to keep up with technology but finds it difficult to keep up with the patient’s expectations (Robins, 2017). ECRH will have the marketing team Bravo present several tactics to be demonstrated to the community using virtual tours that will allow the patients to see services the hospital has to offer. Collecting feedback from surveys that were given out on site will enlighten the team and give a better insight on what the patients’ wants and needs are from a state-of-the-art facility. Displaying signs in neighborhoods within a 30-mile radius of ECRH will bring in more patients. Sending out literature on offers and programs through the mail to the community, targeting current and former patients with the new services being introduced. Encouraging word of mouth from satisfied patients to tell family and friends about the facility, providers and services he or she has received will give ECRH the transparency with the community.

Implementation

The implementation of the marketing plan will focus on the growth of ECRH. The healthcare field is monumental, so it is important to identify the consumer/patient, identify the areas of focus and make great strides (Ries, 2015).

The marketing team Bravo has addressed ECRHs prior training relating to what has and has not worked in the past and will adapt new technology with training specifics for staff. The implementation will base its calendar of deliverables established by the feedback from providers.

Successful implementation of the plan will require staff training on new process measures including; interactive website, engaging in virtual tours, mobile-app, and communication engaging in family/friends’ referrals. The marketing team Bravo will help ECRH establish metrics and reports, build a calendar of deliverables, create a communication plan for stakeholders and staff, including a marketing strategy for community outreach. This implementation will help ECRH build their roadmap for growth. The deliverables will be the calendar, the communication plan, and the strategic road map. Post-implementation we will review change ideas implemented, we will determine whether changes need to be adapted, adopted, or aborted. We will communicate successes in growth and identify opportunities for improvement.

References

Ries, C. (2015, March). How to create a healthcare marketing strategy that works. Retrieved from https://www.smartbugmedia.com/blog/how-to-create-a-healthcare-marketing-strategy-that-works

Robins, K. (2017, June). Seven marketing tactics that attract the most ideal patients. Retrieved from https://www.beckershospitalreview.com/patient-flow/seven-marketing-tactics-that-attract-the-most-ideal-patients.html

The case study (2018). Retrieved from https://vle.phoenix.edu/ultra/courses/_95271_1/outline/edit/document/_10538920_1?courseId=_95271_1