Healthcare Management Marketing Plan

Paper Summary:

This paper presents a marketing plan designed to offer new concepts in marketing that also feed into the ability to monitor a continuous improvement plan. While new concepts such as radio and web based activities are presented to gain new clients, the emphasis is on patient retention and mechanisms to monitor quality protocols and customer satisfaction.

From the Paper:

"Healthcare marketing has become a controversial arena: while there are still AMA restrictions on what can be said, on ethics and morals in advertising, etc., the current revenue struggle facing many hospitals and practitioners is forcing the need to advertise and market. All one need do is drive down the road and billboards abound for hospital services; hospitals now take out full page yellow page ads as do many physicians announcing their specialty. This paper focuses on a marketing plan to provide for continuous improvement that allows for measurable outcomes that will also help to identify service problem areas and eliminate any gaps in performance. Full marketing plans are very extensive and detailed documents; therefore it is considered beyond the scope of this paper to provide a comprehensive marketing plan in the limited space allowed."

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