BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan

Student Name

Capella University

BUS-FPX4124 Health Care Marketing and Strategic Planning

Prof. Name

Date

To: Physical Rehabilitation Owner
From: Dianna Fete, PT Manager
Date: October 6, 2021
Subject: Proposal for Implementing a Formal Marketing Plan

Undoubtedly, for established health services, the necessity of a formal marketing approach might not be immediately apparent. Historically, our organization has operated without significant competition, rendering extensive advertising and outreach largely unnecessary. However, with ongoing renovations at Mercy Hospital, the option for patients to receive comprehensive care under one roof presents a competitive advantage that we cannot overlook. Consequently, it would be prudent for our organization to, at the very least, consider the proposal outlined below for the adoption of a formal and strategic marketing plan.

Benefits of Health Care Marketing
Marketing our orthopedic services presents an opportunity to bolster patient connections and reinforce existing relationships. Successful healthcare marketing is known to foster robust patient engagement, which is pivotal for the prosperity of any practice (Williams, 2020). In a scenario where patients have the flexibility to seek services from multiple providers, they tend to prioritize factors such as cost-effectiveness and convenience (Thomas, 2015). With Mercy Hospital introducing a rehabilitation center, patients may opt to consolidate their appointments, inclining towards receiving orthopedic services at the hospital. To distinguish our services, it is imperative that we leverage social and digital marketing strategies.

Marketing Strategies
The proposed approach advocates for an assertive digital and social marketing strategy. By leveraging social platforms, we can enhance the visibility of our organization and broaden our reach to potential patients. Immediate action can be taken by incorporating patient satisfaction surveys, the results of which can be analyzed and made available online. Additionally, we can encourage patients to review our practice on our website post-visit, thereby enriching our online presence.

BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan

While this may seem demanding on our patient population, the availability of such data to the public can substantially augment our patient base. Digital marketing initiatives, including online advertising, can elevate our organization’s visibility on search engine platforms like Google. Investing in Google advertising can significantly contribute to enhancing our brand awareness. Research underscores the significance of understanding patient behavior prior to their visit (Williams, 2020).

• 88% of new patient visits originate from internet searches.
• 48% of patients conduct online searches before scheduling appointments.

Prospective patients are predisposed towards organizations with favorable reputations, with 85% showing a preference for those that embrace modernized technology (Williams, 2020). Adapting to the digital landscape is imperative for healthcare organizations to remain relevant in today’s market. By actively engaging patients through digital marketing strategies, we can gain a competitive edge over Mercy Hospital by elevating our visibility.

References
Thomas, R. K. (2015). Marketing health services (3rd ed.). Health Administration Press.
Williams, D. M. (2020, February 5). Why is Healthcare Marketing Important? LEVO Health. https://levohealth.com/why-is-healthcare-marketing-important/

BUS FPX 4124 Assessment 2 Proposal to Adopt a Formal Strategic Marketing Plan