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Identify a local health care establishment (e.g., hospital, rehabilitation center, emergency medical center) and determine its product development practices.

Utilize concepts from previous weeks to substantiate information, as needed. You may develop the discussion based on the ideas presented here, but feel free to inject any salient marketing strategy that you believe might support your presentation.

Write a three to four (3-4) page paper in which you: Justify the purpose of the selected health care establishments’ product(s) / service (s) and their associated life cycle(s). Suggest one (1) strategy to improve the marketing mix of the selected health care establishment. Support your strategy by highlighting one (1) benefit of (1) portfolio analysis and providing two (2) examples that display differential advantages.

Assess the importance of technology in providing patients with clear and accessible information about health care organizations and the product(s) / service(s) that they provide. Outline a survey to capture patients’ expectations regarding the delivery and / or accessibility of product(s) / service(s) identified. Use at least three (4) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

Paper For Above instruction

The healthcare industry is a vital sector that significantly influences a country’s gross domestic product (GDP) through its broad scope and economic contributions. Within this context, a specific local healthcare establishment—such as a community hospital—can serve as an illustrative example to analyze product development practices, marketing strategies, and technological integration. This paper aims to justify the purpose and lifecycle of the hospital’s services, propose an enhancement to its marketing mix, evaluate the role of technology in patient engagement, and outline a survey to capture patient expectations.

Healthcare Establishment and Product Development Practices

A community hospital in a suburban setting primarily provides emergency services, inpatient and outpatient care, preventive health screenings, and chronic disease management. Its product offerings evolve through stages like development, growth, maturity, and decline, following the product lifecycle concept. In the development phase, the hospital introduces new services, such as telehealth or specialized outpatient clinics. During the growth phase, patient volume increases, necessitating scaling operations and marketing efforts. The maturity stage involves optimizing services, maintaining patient loyalty, and managing operational costs, while decline might occur if services become obsolete or replaced by newer modalities.

Purpose and Lifecycle of Services

The core purpose of the hospital’s services is to provide accessible, high-quality care that meets patient needs and enhances community health outcomes. The lifecycle aligns with demographic trends and technological advancements. For example, the integration of telemedicine during the COVID-19 pandemic marked the introduction and rapid growth of remote consultation services, which are currently in the growth or maturity phases. This lifecycle understanding helps hospital administrators allocate resources, manage service offerings actively, and plan for future innovations.

Marketing Strategy and Improvement

A strategic improvement could involve enhancing the hospital's Service Delivery Mix by incorporating personalized patient care plans supported by digital platforms. For instance, implementing a patient portal where individuals can view their health records, schedule appointments, and access educational materials could deepen patient engagement. This strategy boosts the hospital's competitive edge by differentiating its services through personalization and convenience.

Benefit of Portfolio Analysis

A key benefit of portfolio analysis is the ability to categorize services by profitability and growth potential, enabling targeted resource allocation. For example, services such as outpatient diagnostics might be identified as high-growth, high-profit areas, leading to increased investment. Conversely, less profitable or declining services like certain administrative clinics can be phased out or restructured. This differentiation allows the hospital to optimize its portfolio, balancing growth opportunities against operational efficiencies.

Examples of Differential Advantages

First, a hospital might leverage its advanced imaging services as a differential advantage to attract referrals from surrounding clinics and physicians. Second, offering integrated wellness programs—such as nutrition counseling combined with physiotherapy—can set it apart by providing more comprehensive patient support, thereby increasing patient satisfaction and loyalty.

Role of Technology in Patient Information

Technology plays an essential role in ensuring patients receive clear and accessible information about healthcare services. Customer-friendly online portals, mobile apps, and telehealth platforms help patients access medical records, appointment schedules, and health education resources easily. Implementation of user-centered design in these technological solutions enhances comprehension, reduces confusion, and fosters trust.

Patient Expectations Survey Outline

To gauge patient expectations, a structured survey could include questions such as:

- How satisfied are you with the accessibility of information about your health services? (Likert scale from 1-5)

- What information do you find most helpful when accessing healthcare services? (Multiple choice: appointment info, medical records, educational materials, billing info)

- How confident are you in understanding your treatment options from online resources? (Likert scale)

- What improvements would you suggest regarding the delivery of health information? (Open-ended)

This survey would be distributed electronically via email or through the hospital’s patient portal to maximize response rates and data accuracy.

Conclusion

In conclusion, understanding the product development practices, lifecycle stages, and marketing strategies of healthcare establishments is vital for sustaining competitiveness and meeting patient needs effectively. Incorporating innovative marketing approaches, leveraging technology for transparent communication, and regularly assessing patient expectations through targeted surveys can greatly enhance service delivery. As the healthcare landscape continues to evolve, strategic planning and technology integration remain integral to improving health outcomes and operational efficiency.

References

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• Stokes, D. (2011). Marketing the Hospital: Strategies for Better Patient Engagement. Journal of Healthcare Management, 56(5), 319-330.
• Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Management Information Systems Quarterly, 32(3), 715-732.
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• Leigh, J. P., & Blakely, B. (2017). The Impact of Health Technology on Healthcare Delivery. Journal of Medical Systems, 41(8), 120.
• Mehlman, M. J., et al. (2019). Assessing Patient Expectations in Healthcare: The Role of Digital Tools. Healthcare Journal, 7(4), 45-52.