Across several industries, the rate of expenditure to attract new customer base is higher than retaining an existing customer base. The attrition rate in the healthcare sector is immensely high in comparison to other sector. The patient journey has been comprised of various forms of interactions with the heath care organization. The journey map of Bellevue hospital delineates each patient and further would facilitate marketing department of the hospital to attain an in-depth knowledge and understanding of the experience of the target base (Ahmad et al., 2013). Furthermore, implementation of journey map exercises would aid in the process of guiding, creation as well as implementation of effective communication approaches in order to enhance the patients’ experience. Bellevue marketers must employ significant retention centric digital marketing tactics such as Search Engine Optimization (SEO) whereby the procedures present patients with significant awareness and information through the means of expected communication platforms (Bonevski et al., 2014).
In order to develop a marketing strategy, Bellevue hospital must take into consideration the 4Ps: Price, Placement, Product and Promotion
Price- With the increased cost of healthcare in the United States, price is considered to be one of the utmost concerns for the potential patients, specifically the ones devoid of comprehensive health insurance treatment.
Placement: Bellevue can aim to seek new locations in order to develop their operating hours and further reach out to localized communities in order to provide improved accessibility to health care services and outreach its rivals (Christopher, Payne & Ballantyne, 2013).
Product- Bellevue hospital must further determine the services which are apposite to accomplish the needs and demands of each patient.
Promotion- The promotional strategy of Bellevue hospital can incorporate significant strategy of community involvement (Amin, & Nasharuddin, 2013).
Target base- It is critical for medical beneficiaries of Bellevue Hospital to effectively recognize that a significant subset of customers have the need for the knowledge and awareness the hospital is providing.
Less than 30% of American adults both men and women require a new primary care physician whereby around 35% of women sought a new expertise physician specifically related to gynecological issues (Gallan et al., 2013).
It is significant to note that regardless to the technological advances, the US healthcare domain has been encountering inconsistent patient exposure, deficit in systematic strategies and unpredictable quality services. However the American Medical Association has introduced several proposals which functions with the enhanced accessibility to achieve the status of top rate health care for the mass range of US citizens by effectively adhering to high ethical principles and values (Mohammed et al., 2016). Furthermore among the fundamental ethical dilemmas encountering health care industry, Bellevue being a multi specialty hospital has been vulnerable to severe unethical acts due to budget constraints along with inadequate care equipment (Ahmad et al., 2013). However, with the Medicare, Medicaid along with the advent of “Obamacare”, Bellevue along with other healthcare providers encounters the intimidating role of providing most efficient healthcare facilities for the patients, while being complaint to the elevating administrative directives and regulations (Pike & Page, 2014). However the pull of significant requirements can further cause certain degree of ethical dilemmas and conflicts. Furthermore, while dealing with healthcare providers such as health insurance companies or other hospitals in affiliations related to Catholic or Baptist health care providers, the degree of conflict can further develop into critical issues associated with religious ethics, standards in opposition to legal obligations (Ahmad et al., 2013).
The marketers of Bellevue hospital must focus on the beneficial factors because of its significance to target marketing. Furthermore, developing an intimate awareness of the relevant needs and requirements of their desired target market and further know the way the target base will benefit from utilizing their services and facilities (Ahmad et al., 2013). Marketers must take into consideration the following people purchase services in order to apprehend significant life-improvement benefits such as pain relief, efficiency, abilities, and factors related to reliability and sincerity, personal associations (Newton et al., 2013). As organizational achievements cannot be attained by ignoring the patent competitors and rather anticipating the critical competitive complexities marketers must implement a proactive strategy in order to outreach the competition. Marketers must recognize several significant ways in order to evaluate the marketing plan on their competition in the hospitality domain by reviewing the most effective and productive processes such as Internet Competitive Research, media competitive observation and further by analyzing the information gathered by implementing the marketing plan to the internal stakeholders (Gallan et al., 2013).
Promote awareness and ownership of the trust, loyalty vision and strategy
The vision of Bellevue hospital lies on the effective care provider along with a comprehensive expertise centre for Bellevue Washington. The clinical strategically implemented approaches is to recognize
It is important to note that communication plan is a vital factor for ensuring that external stakeholders such as patient, partners, governors or the citizens must be aware of the organization’s vision and the section where they can put efforts to achieve it (Christopher, Payne & Ballantyne, 2013).
Comprehending the vision as well as strategy
Bellevue marketers will communicate the aims and objectives along with the strategic purposes through the regular involvement with the employee base, external stakeholders as well as through the means of media briefings.
Marketers of this organization must aim to ensure that the external stakeholders are well-informed of the rate of development and progress towards their established aims, further celebrating the achievements and success and endorsing the clinical services which are vital for the organization’s strategy (Ahmad et al., 2013).
Marketers of Bellevue must create corporate cultural approaches whereby employees would develop a sense of openness to interact in sincere manner to the management. Furthermore, marketers should understand the variance of factors related to legal and ethical criteria and thus must implement effective leadership techniques to comprehend the differences (Christopher, Payne & Ballantyne, 2013). However, reports reveal that a major portion of employees tend to maintain silence as perceive their superiors to be incompetent to take actions and further encounter retaliation regarding certain unethical situations.
References
Ahmad, A. E. M. K., Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A., & Kadi, N. (2013). The impact of marketing mix strategy on hospitals performance measured by patient satisfaction: an empirical investigation on Jeddah private sector hospital senior managers perspective. International Journal of Marketing Studies, 5(6), 210.
Amin, M., & Zahora Nasharuddin, S. (2013). Hospital service quality and its effects on patient satisfaction and behavioural intention. Clinical Governance: An International Journal, 18(3), 238-254.
Bonevski, B., Randell, M., Paul, C., Chapman, K., Twyman, L., Bryant, J., … & Hughes, C. (2014). Reaching the hard-to-reach: a systematic review of strategies for improving health and medical research with socially disadvantaged groups. BMC medical research methodology, 14(1), 42.
Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Taylor & Francis.
Newton, J., J. Newton, F., Turk, T., & T. Ewing, M. (2013). Ethical evaluation of audience segmentation in social marketing. European Journal of Marketing, 47(9), 1421-1438.
Gallan, A. S., Jarvis, C. B., Brown, S. W., & Bitner, M. J. (2013). Customer positivity and participation in services: an empirical test in a health care context. Journal of the Academy of Marketing Science, 41(3), 338-356.
Mohammed, K., Nolan, M. B., Rajjo, T., Shah, N. D., Prokop, L. J., Varkey, P., & Murad, M. H. (2016). Creating a patient-centered health care delivery system: a systematic review of health care quality from the patient perspective. American Journal of Medical Quality, 31(1), 12-21.
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, 202-227.
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