Goals, Objectives and Marketing Strategy of East Chestnut Regional Hospital

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The rebranding of East Chestnut Regional Hospital (ECRH) via growth through strategic

marketing. [sentence fragment – always write in complete sentences] Do you mean, rebranding

will be a selected strategy of this marketing team as one of its many marketing efforts that are

aligned with the strategic plan from upper management of ECRH?

The proposal ? do you mean marketing plan? will be executed through an aggressive

marketing blitz by way of social media and referrals. Team Bravo will promote the new

oncology center and highlight the benefits of the women’s services at ECRH.

The devil’s advocate on your team says, each of us needs to place our marketing caps on.

Knowledge uncovered, study, classroom participation, constructive feedback, all components of the learning process can lead your marketing team to the development of an ‘effective’ (results) marketing plan presented to the CEO. Reading and incorporating constructive feedback, each week, will address your efficiency (use of resources) in developing that marketing plan. When that knowledge and experience have been ‘applied’ to this marketing plan, dividends in work life and work careers are forthcoming.

Goals/Objectives

In this challenging learning journey (master’s level) focused on business, you have uncovered what the meaning of many concepts/principles. A goal is a desired ‘future’ end result. An objective is the means to a goal, the efforts/actions to attain the end result. Goals tend to be broad, not lending to measurement, while objectives are specific, measurable. Measurable is being discussed in the classroom.

As your marketing team has reached consensus that ECRH’s top management’s overall goal focus is centered on growth, then all marketing goals/objectives will communicate (message) all those goals from the organization’s strategic plan. All your marketing efforts will center around the strategic plan and the elements the CEO wants in the plan.

Example: Strategic goal – Oncology Center grand opening Marketing messaging goal – ECRH grand opening of the new Oncology center, is presently scheduled for a fall, 2019 opening.

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Marketing objectives for ECRH: The devil’s advocate on your team says, following the

marketing template provided us, we discuss:

Goal focus

Performance

Objectives

Relaunch the organization’s consumer-focused Women’s Health Clinic with an emphasis

on primary health care services (breast care, and obstetrics), and promote the organizations

thriving Oncology Center. These initiatives will increase access and reduce disproportionate

representation noted in Mr. Browns’ requests of this marketing team. The Bravo team will focus

on health promotion, prevention with screenings, and early intervention using updated

technology along with call centers located within the Women’s Health Clinics and Oncology

center to minimize wait times. Where is the discussion of marketing goals? See example

above.

Mr. Brown has requested marketing Team Bravo to list the goals and objective findings

needed ?? to address the turnaround and rebranding of ECRH. ?? Team Bravo has noted

substantial changes that have taken place before their arrival and have listed turning points to

consider. Unable to follow this thought as worded?

There are many benefits to mergers and acquisitions of different companies; one is

creating cost efficiencies through revenue enhancements. Another is the ability to refocus brand

initiatives. Usually, companies that are similar or closely related to their services and products

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delivery do mergers. When mergers take place, different skills and talents are brought together

to form a very responsible entity (Schulte, 2012). The devil’s advocate says, how does the

above discussion lend to the discussion of our marketing team goals?

ECRH is an example of a familiar merger. Three different but familiar hospital entities

that merged are East River Medical Centre (ERMC), Archway Hospital (AH), and Northern

Mountain Hospital Consortium (NMHC). As stand-alone institutions, the three entities boosted

functionality and relevance in the communities they served. However, areas existed in poor

service delivery, inadequate technology with underperforming personnel. The devil’s advocate

says, how does the above discussion lend to the discussion of our marketing team

goals?

As ECRH begins the process of rebranding ‘a strategy’ for growth, Team Bravo will

note a few takeaways. Based on recent patient surveys and reviews, it is noted the emergency

room physicians lack customer service skills. The only contact with a hospital for many people

is through the emergency room, as a patient or visiting family (Dougherty, 2005). The

emergency room is the blueprint for the rest of the hospital, ; it is important to improve patient

satisfaction in the ECRH emergency department. All ED physicians must undergo training in

customer service and patient sensitivity. If the service has not improved within 90 days, the

contract with the emergency physician group will be terminated. ECRH is scheduled to

participate in several community events spanning the next several months. The first is taking

part in the local health fair in partnership with Greenbranch University. ECRH will also host a

family and friends’ day in a joint effort with the local chamber of commerce and several

industries. The community will have the pleasure of meeting physicians and supporting staff of

ECRH. It is important to always remain transparent to the community, current and prospective

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patients. The devil’s advocate says, how does the above discussion lend to the

discussion of our marketing team goals?

To capitalize on the upstream growth opportunities post-merger, ECRH should ??

these are in the strategic plan? strategically plan to improve women’s health services,

oncology services, and provider retention; while transitioning out aging providers. These

focused areas are considered weaknesses (internal – areas of opportunity) and threats (external –

on the horizon and potentially harmful to the organization growth trajectory), and strengths

(internal – favorable areas, pillars to build-upon). For example, the organization’s current state

shows, obstetrical deliveries are down 20% across the system. The root cause, is because the

optimal performance of the for-profit facility Banford Medical Center (BMC) and ERCH

women’s health services marginalized.

The devil’s advocate says, how does the above discussion lend to the discussion of our

marketing team goals?

The BMC organization is bolder and more effective in their marketing approach to

women services. They boast a wealthier clientele (payor mix – commercial, self-pay, healthy

revenue stream), and a shiny new facility. As a result, BMC’s [has the] ability to recruit more

attractive candidates and retain them providing sustainability and affordability. ERCHs ECRH’s

best measure is to acquiesce to BMC for the time being and focus their capital and time on

developing the recently purchased 100 acres of land across the interstate from BMC.

The devil’s advocate says, how does the above discussion lend to the discussion

of our marketing team goals?

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The devil’s advocate on your team says, is this a different sub-topic under

discussion (see marketing template)

The value of the consumers’ opinion is detrimental in influencing healthcare. ?? It can be

positive or negative. Understanding consumers’ attitudes and preferences can affect the way

healthcare is valued. Being flexible and offering consumers services that consistently meet their

needs will become ECRHs ECRH’s new mission do you mean direction? as we look to

rebrand. a strategy When the patient is happy, it can play a tremendous role in how healthcare

is perceived and help improve the quality of life. Consumers are always looking for the right

core values that can influence patient care. With higher patient satisfaction rates, there is are

better care efficiencies. The top priorities for improvement need to be addressed, as well as

understanding the conditions and severity. Convenience is a growing priority for today’s

healthcare consumers, ; however, important criteria such as cost, brand, and care quality are key

factors (Lagasse, 2018). The devil’s advocate on your team says, how does the knowledge

uncovered above, connect to what section of the marketing plan template;

The consulting firm Faith & Main was hired by ECRH last year to study the market

perception on women’s services including gynecological services, breast care, physicals, and the

need for female doctors. As a result of the extensive research, it was determined our services

have declined due to the competitor BMC. Further research proved that the women surveyed

stated they would consider traveling to East Chestnut Regional Center if the services were

excellent. To meet the demands of the patients ECRH will launch a recruiting effort to seek the

most highly trained physicians to meet our patient’s patients’ needs. The goal would be to

increase obstetrical deliveries by the desired 20% and become the counties’ leader in obstetrical

deliveries. The devil’s advocate says, how does the above discussion lend to the

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discussion of our marketing team efforts? Reflect again on elements CEO wants in the

marketing plan

ECRH is opening a new clinic through a joint venture imaging center with the

radiologists. The center resides across from a major shopping area providing easy access to the

public and will have physician offices and clinics available. ?? the devil’s advocate on your

team says, this is not one of the strategic goals; this is not one of the elements the CEO

wants in the plan? Having an onsite women’s center within this clinic would allow same-day

appointments, and allow women access to the services they need in one facility. A helpline

would open at this clinic utilizing physician-approved medical information. Should the caller

have an emergency, the caller would be advised to dial 911 or be sent to the closest ED/trauma

center.

The devil’s advocate says, how does the above discussion lend to the discussion of our

marketing team efforts?

Benchmarks before?? the goal; 1) Staffing the clinic utilizing employees from the burn center,

behavioral health center and AH (Archway Hospital) facilities due to their closures. 2) Using the

medical equipment, furniture, and supplies from these closures to start up the women’s health

care clinic. 3) Retaining employees from the burn center, AH and behavioral health facilities

thereby reducing cost and receiving the maximum value of retaining knowledge and experience.

Notice in the marketing template: Goals/Objectives

• Goal focus

• Performance benchmarks

• Market objectives

Goal focus —→ performance benchmarks —–→ market objectives

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Goal Focus – broad, not lending to measurement Performance benchmarks – enter a performance measurement What performance measurement are you making to – Marketing messaging goal

– ECRH grand opening of the new Oncology center, is presently scheduled for a fall, 2019 opening

Now address objectives; Example: Strategic goal – Oncology Center grand opening Marketing messaging goal – ECRH grand opening of the new Oncology center, is presently scheduled for a fall, 2019 opening. Performance benchmarks – enter performance measurement (SMART) Marketing messaging objective – ECRH grand opening of the new Oncology center in Chestnut is Oct 15, 2019. The grand opening, located at….. is at 10am, will entail … Note how the objective is a refined goal, adding SMART specifics , one being measurable. “BTW – measuring is being discussed in the classroom board discussions” Consider it would be a solid, sound effort by this marketing team to demonstrate the above understanding for 2-3 specific marketing goals, objectives, aligned with the strategic plan goals; the remaining goals/objectives, if discussed, would follow suit.

In addition, this clinic site would be a home base for Primary Care Network. The Primary Care

Home strategy will be allowing one to remain in his or her home and have healthcare services

provided remotely. Having a home base, Primary Care Network will remain a mobile network

provider and will need only an office, rather than a clinic setting. Rebranding is part of the

network, not just in the name (Langdorf, 2019). Relocating staff within the network will help

build the reputation of commitment and dedication to the community and ECRH staff. The

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funds that remain will be allocated to marketing for the grand opening of the new women’s

center; utilizing new technology to improve quality, safety, performance and accountability for

ECRH shortfalls of the past, our objectives are to address concerns head-on.

ERCH ECRH’s goal is to target the market for patients ranging from teenagers to adults

in the women’s health care sector, restore community trust, obtain new patients and maintain the

established patients. Are you discussing a targeting strategy as one of the strategies

formulated in your marketing plan?

ECRH marketing? will continue to collaborate and venture into new projects with Faith

and Main Consultants. Servicing the patient’s patients cross counties will increase revenue due

to more women willing to travel for excellent women’s health services. According to Faith and

Main Consultants Report, “36% of women are willing to travel across county lines to receive

excellent services, 72% of women in Chestnut County would consider using the women’s

services of ECRH” (source?). Direct quotes must always be cited. One of the CEO’s elements

wanted in the marketing pan is to develop a marketing campaign to match the

recommendations of the consultant’s report.

Marketing tools ECRH will use to initiate the goal; an app that can allow women to

schedule an appointment at their fingertips, improve access standards for women’s care and

develop a marketing Internet? strategy that can counteract with any negative impact made

against ECRH. Creating jobs is also a part of a marketing strategy to grow the business and

provide jobs to the residents that attend the university.?? The devil’s advocate says, the

marketing team communicates need for human capital, HR department does the job

part Using social media platforms such as Facebook will allow ECRH to communicate to a

broad range of women and drive the change and increase in growth we are seeking. Revamping

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of the brand is necessary so ACRH can attract business and increase revenue. Benchmarking

will be assessed and implemented by an overview of functional, internal and competitive

processes. ??

ECRH is having trouble addressing service delivery to a significant market segment,

women. The goal to build out women’s health services is in phases over the next 2 years. The

most challenging area of concern is building robust and vigorous personnel. Marketing through

various channels and methods such as social media platforms will ensure ECRH reaches more

customers more effectively and efficiently (McLeish, 2010).

With the competition (BMC) owning a building across the interstate from ECHR the

objective of the marketing strategy what strategy are you discussing here? must be

aggressive. ERCH will monitor and adjust time shortfalls with the inconsistent wait times of

services, from patient entry to provider this would improve patient flow and satisfaction. Not

the responsibility of marketing but of another department within the organization.

Customer service is a skill for which ERCH holds the staff accountable; however, the staff had

never been formally trained. This will be addressed with retraining through the clinic and

hospital. All employees will undergo retraining to provide exceptional customer satisfaction in

services rendered. Is marketing communicating this?

Developing advertisement advertising representing the oncology services at ECRH will

be delivered through social media markets in addition to referrals. Including messaging the

grand opening? See example !!! The target will be technology and compassion at

ECRH. ?? A discussion blog? will be made presenting the latest advances in medical devises

and equipment obtained and the doctors who specialize in these areas. The services rendered

start with compassion, genetic testing, imaging services, and home health services and if needed

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hospice care. The oncology department will provide current technology with the compassion of

a small town. The targeted begin date for advertising is now. The target date for the recruitment

process [is] now. See example !!!

The ED/trauma services at ECRH is second to none. Fast, efficient and skilled the

surgical team deliversteams deliver the care needed through quick response. The ED/trauma

center will recruit new trauma nurses [by] advertising,

Do you mean your marketing team will be messaging this?

“Chestnut Regional is charting nursing future” emphasizing long-term goals with East

Chestnut Regional Hospital. ECRH do you mean your marketing team? will advertise Grand

opening introducing new technology in innovative series. This will be done through social

media, billboards, and referrals.

To promote the grand opening of the new oncology center, East Chestnut Regional

Hospital do you mean our marketing team? will begin a social media blitz where we will

utilize all platforms. Billboards will be erected throughout the city and neighboring towns. You

are addressing tactics ! Through an interactive link on the hospitals’ website, patients will be able

to take a virtual tour of the facility and leave comments and feedback. You are addressing tactics

! It will be encouraged by our patients to utilize these platforms and post reviews. You are

addressing tactics ! The feedback will be tremendous as we embark on the opportunity to offer

oncology services via a state-of-the-art facility. The marketing team will also begin mail out

surveys to former and current patients. You are addressing tactics! This too will provide

valuable feedback as we begin to rebrand ECRH. Rebranding is a strategy

ECRH is exploring the possibility of partnering with the local college, Greenbranch University.

The university has 25,000 students in addition to the staff. We are seeking to become the

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preferred provider for the students and faculty. This venture will add enormous market share and

increase profit margins. Is the marketing team communicating this? Through what

marketing effort?

A bright spot for East River Medical Center post-merger is their oncology services; it has

been favorable in volume and revenue, up 4%. Provider retention is excellent, the center is the

gold standard in the community, and referrals are steady. The market push for this area should

emphasize in capital ?? and community outreach;. Thereby thereby getting the word out on the

street, boast to the community about the high-quality care and top-tier providers, evidence-based

medicine approach providing education and innovation on healing the community ECRH serves.

That knowledge uncovered provides marketing strategy (action plan) addresses sales and competitive advantage. Examples: branding/re-branding; Internet marketing; targeted marketing, relationship marketing (do a research query – types of marketing strategies)

Conclusion

Post-merger ECRH has recorded lackluster member growth while vital demographic

groups and services have gone underserved. The Bravo team has been acquisitioned to identify

and propose marketing changes. ??

Again, your marketing team has been challenged to communicate/message (see

strategic plan; see elements the CEO wants)

1) The marketplace is saturated with the competition, creating and implementing the right

marketing mix that targets and gains traction is not evident. 2) Competitors have higher room

capacity; increasing the number of beds will enable the network to host more patients.

A welcome note, ??

A communication/message associated with strategic plan; elements the CEO wants???

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ECRH has purchased land to build a more modern medical center which enables them to

provide therapeutic activities to a diverse group of consumers. Opportunities to increase ECRHs

ECRH’s stronghold on the market lie- in improving their technology, research, and service

delivery (Usharani, 2008). It will increase the number of beds, build better healthcare facility

facilities in addition to undertake conducting more researches research in the healthcare sector.

Your team has been challenged to develop an effective marketing plan. A tremendous opportunity and if accomplished, a noteworthy achievement with experience gained.

Read all the constructive feedback within, grasp the understanding, make those corrections, adjustments, while continuing to move forward to that final effective marketing plan to be submitted. If you do not, this team is at RISK of presenting an effective marketing plan to the CEO thus validating his concerns. The devil’s advocate on your team says, as there is no “I” in TEAM, all team members need to be on the same page (see that team charter bought into) and collaborate in addressing each section of the marketing plan (see marketing plan template). Place your marketing caps on, critically thinking from a marketing perspective.

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References: (Center heading)

Langdorf, S. (2019). Is It it Time time for a Rebrandrebrand. Retrieved from

https://nonprofithub.org/nonprofit- branding/is-it-time-for-a-rebrand/

Mayer, T. A., Cates, R. J., Mastorovich, M. J., Royalty, D. L., & al, e. (1998). Emergency

department patient satisfaction: Customer service training improves patient satisfaction

and ratings of physician and nurse skill/practitioner response. Journal of Healthcare

Management, 43(5), 427-40; discussion 441-2. Retrieved from https://search-proquest-

com.contentproxy.phoenix.edu/docview/206722409?accountid=35812

List all seven authors’ names in the reference. If there are more than seven authors, after the sixth author’s name, use an ellipsis in place of the author names. Then provide the final author name. Where is the above referenced source cited within your paper? By not citing your source, technically, you have plagiarized. All sources must be cited and referenced – no exceptions. Ensure you cite and reference correctly in your future papers so academic integrity is upheld.

Lagasse, J. (2018). What healthcare consumers really want: convenienceConvenience, to start.

Retrieved

from https://www.healthcarefinancenews.com/news/what-healthcare-consumers-really-

want-convenience-start

K. Usharani, K. (2008). Marketing Strategies strategies & Financial financial Viability viability

of Self self Help help Groupsgroups. Sarup & Sons.

McLeish, B. J. (2010). Successful Marketing marketing Strategies strategies for Nonprofit

nonprofit Organizationsorganizations: Winning in the Age age of the Elusive elusive

Donordonor. Hoboken, NJ: John Wiley & Sons.

Schulte, M. F. (2012). Healthcare Delivery delivery in the U.S.A.: An Introductionintroduction

(2nd ed.)., Second Edition. Boca Raton, FL: CRC Press.

Note the following corrections when formatting references:

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• References always begin at the top of a new page. The title, References, is centered on the top of the page in upper- and lower-case letters.

• References include only those sources used in the text. Do not include any references that were not cited in your text.

• Capitalize only the first word of titles of books and articles, the first word of subtitles, and proper names. All other words begin with lower case. If there is a colon in the title, then capitalize the first word in the subtitle after the colon.

• If the work has an edition, it follows the title, appears in parentheses, and is followed by a period. Example: Little, J. (1997). Management theories in the 20th century (2nd ed.).

Goals, Objectives and Marketing Strategy of East Chestnut Regional Hospital

Goals, Objectives and Marketing Strategy of East Chestnut Regional Hospital

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