Planning, Marketing, and Finance in the HCO

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What is the role of healthcare marketing in an HCO's strategic planning process?
The strategic planning process of a healthcare marketing process consists of forecasting, goal setting, implementing, monitoring, scanning and evaluation. In this entire process the role of healthcare marketing plays a pivotal role. The forecasting of the health care needs of hospital will determine the future practices that the hospital will focus on. For example, is a HCO predicts that there will be a high demand for childcare, the HCO will set up a pediatric center. If the HCO predicts that the average disposable income of its patients will remain the same during the next five years or even fall, the HCO will float several policies and schemes with attractive premium terms. If the HCO feels that the geographic isolation of its unit is driving potential customers to other clinic, the HCO will open another clinic in the un represented area. Finally, if the health care organization predicts that the incidents of preventable diseases will increase during the next five years. The HCO will advertise preventive measures to its target potential patients. Each of these is measures is a marketing measure. Thus the marketing mix is used to bolster the strategic planning process of an HCO.

Provide an example. Be sure to identify and discuss basic marketing elements. Be sure to discuss why effective communication is paramount in getting the right message across.

The HCO is Kaiser Permanente. Kaiser Permanente is the largest nonprofit integrated health maintenance organization in America. They currently insure more than 8.2 million members in 9 states, representing 30 medical centers, 431 medical offices, and 11,000 preferred physicians.
Kaiser uses every element of the marketing mix to meet its strategic objectives. Its marketing strategy is closely linked to its strategic planning process.
Product: There were complaints that Kaiser had too small examination room, doors too heavy for a wheel chair ridden patient, in accessible restroom and lack of nearby parking. Kaiser set out ...