Role of healthcare marketing in an HCO's strategic planning

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What is the role of healthcare marketing in an HCO's strategic planning process?

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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 example is that of Kaiser Permanente.
Focus on wellness
Kaiser Permanente's philosophy centers on keeping our members healthy, not just treating them when they are ill. We promote our members' wellness by combining preventive care and health education with appropriate clinical intervention.
Prepaid service
Access to care is prepaid each month.* Our prepaid approach fosters preventive care, prompt and appropriate treatment, and improved performance in critical areas such as member satisfaction and utilization of services.
Personalized care
We encourage our members to choose their own personal physician, who will provide and coordinate all the medical services they need. This allows for greater continuity of care and provides the opportunity for members to choose someone with whom they feel comfortable. Our members also have the freedom to change their primary care physician if they wish.

Committed to excellence
At Kaiser Permanente, we are committed to providing members and employer groups with quality, cost-effective health care. Our physicians and managers work together to improve care, service, and the overall performance of our organization.
Our team approach to health care
Kaiser Permanente physicians ...