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Marketing for Healthcare Analysis

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Marketing Plan

A group of primary care physicians has decided to locate in a suburb of Washington, D. C. Although the group plans to conduct primary market research on the area, they have already learned that the community is comprised of baby boomers, Gen-Xers, and N-Gen white-collar workers, mostly employed by high-tech and consulting firms located in the outer belt that surrounds Washington, D.C.

What are the implications of this market profile with regards to:
1.How the office setting might be configured?
2.How office scheduling and hours should be set?

Several of the group's older partners have announced their intentions to retire within the next two years. At a recent meeting, the group has decided it wants to bring in five new partners over the next 12 to 20 months. The group hopes it can attract younger primary care physicians who are no more than 3 to 5 years out of training. In this way, the group believes the group can continue to stay viable and grow. Identify the key elements of a recruitment plan to attract physicians from this cohort. In your plan, describe both your message and the media you would propose using.

In addition to responding to the above questions, develop a marketing plan for the entire group that includes the following components:

•Industry Overview (characteristics, trends, competitive factors, regulatory constraints)

•Description of suggested market research objectives and study design

•Business mission and goals

•Description of key customers (segment) and their key needs

•Description of services and key advantages/benefits

•Four key strategies for positioning the service

•Advertising and communications strategy

•Organization and staffing.

Support your analysis by referencing and citing at least three credible peer-reviewed sources.

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Solution Preview

See the attached file.

Industry Overview

As an important sub-sector of the healthcare industry, primary care is expected to experience
increased growth over the next decade. "Driven by population growth and aging, the total number of
office visits to primary care physicians is projected to increase from 462 million in 2008 to 565 million in
2025"(Petterson, et al., 2012, p.503). In addition, healthcare insurance expansion is expected to
increase demand for primary physicians by roughly 32,000. The largest portion of consumers or the
largest segment of the market consists of the baby boomer generation, though growing need for
services for all age groups is expected. Over half the patients requiring primary care are age 65 or older,
so this population serves as the largest market segment. Women and children in all age groups are
important segments, while young adult males are less likely to have insurance benefits and less likely
to seek medical care. They represent the smallest market segment.

Trends affecting primary care include increasing use and acceptance of telemedicine and
integration of providers into larger healthcare systems. Telemedicine is designed for minor, non-urgent
medical problems which can be quickly resolved through an online chat or consultation. Many
insurance companies are beginning to recognize this method of evaluating and treating patients for
minor problems as a viable option and are reimbursing such services. Employers and employees
represent one potential market segment for this type of service, as they help to promote ongoing
productivity and eliminate time lost from work. Those with inadequate or no health insurance
sometimes opt for telemedicine because of the lower cost. This market segment may be shrinking due
to expanded healthcare insurance, but some people will still fall through the gaps.

Medical students are often concerned about costs of tuition when considering careers in
primary care versus in medical specialties. Fewer primary care physicians work in private practice today,
as the costs for integrating electronic health records and other sustainable activities is costly and can be
done with greater efficiency by larger healthcare corporations or groups (Mintz, 2013). Therefore,
medical students can be attracted into primary care if their financial concerns are met and they believe
their choice can be profitable.

Market Research

The objectives for market research are to indentify demand for primary care services within the
DC population, broken down by age group. Other demographics such as income, occupation, gender,
and ethnicity are important as they influence views related to healthcare and needs for specific health
issues to be addressed. In addition to demographics and demand, research into primary care markets
must also determine the prospects for hiring new primary care physicians and the current levels of
available supply. New primary care physicians may be recruited from hospital or emergent care
practices, community health clinics, and other places where new physicians begin their careers. In
addition to knowing the available supply, research should seek to new uncover the needs of primary
care physicians entering the workforce, in terms of income, benefits, and lifestyle. By understanding ...

Solution Summary

The solution provides an analysis for marketing for healthcare.