Running head BELLEVUE HOSPITAL .docx

Running head: BELLEVUE HOSPITAL
1
BELLEVUE HOSPITAL
Bellevue Hospital
Maria Williams
Southern New Hampshire University
11/16/2019

Bellevue Hospital
Bellevue Hospital and Its Current Services
Bellevue Hospital is a non-profit making organization that is
locally owned. It offers a range of services whose aim is better
healthcare of the community. To begin with, the hospital offers
a range of ambulatory services on-site. They provide patients
with high quality and convenient care in outpatient and private
setting. Most patients do not like receiving medication through
oral, injection, or infusion, but prefer the use of IV. Bellevue
Hospital also offers aquatic therapy, which provides patients
with a chance to receive therapeutic services with low impact. It
has been proven that pain is typically minimized or eliminated
in aquatic therapy since the body is supported by water, which
in turn offloads the weight directed at joints.
Additionally, the hospital provides cardiac rehabilitation
services for clients who have already undergone surgery and are
recovering. This program seeks to speed up the recovery of the
patients and also minimize the chances of it re-occurring in the
future. Patients learn how to improve physical fitness and
exercise through this program (Stiehl, 2017). Also, the hospital
offers specialized education for diabetic patients to help them
create and maintain a healthy lifestyle through topics such as
monitoring, education, medication, exercise, and diet. Bellevue
Hospital, also using advanced technology, offers diagnostic
imaging convenient services that fit various needs of a whole
family.
Moreover, it provides family health services through different
appointments, and they often accept new patients. Their
rehabilitation team can complete services that are related to
work for families so that they improve their safety and health,
productivity, minimize injuries, and reduce costs. Besides, the
hospital gives full lactation services, and they support the rights
of the baby to breastfeed.
Ways the Organization’s Mission, Vision, and Goals Serve Its
Stakeholders
The mission statement helps the stakeholders by taking care of

the patients. Bellevue works to prevent illness, treat the injured,
and heal the sick among its stakeholders (William, N. R., &
Joan, R. (2015). In addition, through their mission, they protect
their trust so that it can be a progressive and quality healthcare
facility. Using its vision statement, the hospital ensures that its
stakeholders have the necessary resources which could help
them attain high health levels throughout life. In addition, they
can benefit from the hospital through its courage, integrity,
compassion, and respect for their confidentiality and
individuality. Bellevue hospital is also progressive in its
provision and anticipation of future health services. Finally, the
hospital is reliable and always available to serve the community
whenever they need it.
The Current Target Market of Bellevue Hospital
The target market for this hospital currently is substance use
disorder patients. To reach them, the hospital has formed a task
force that would help it find ways in which it can achieve this
group. People in this group usually start using drugs for a
desire to experiment with them; then, they go on to consume
them occasionally, and finally, they end up using them
intensively and sometimes developing a substance use disorder.
This progression is complex and is only partially known. The
process depends on the interactions between the substance, the
user, and the environment. Treatment of this disorder varies
depending on the substance and circumstances. The specific
treatment depends on the drug consumed, but usually consists of
advice and sometimes requires the use of other substances. The
support of the family and the support groups helps to maintain
the person's commitment to interrupting consumption. Since the
sharing of needles is a frequent cause of HIV infection,
programs to reduce their incidence are carried out. Its objective
is to reduce the infections due to the use of drugs in which they
cannot stop using them. Therefore, consumers are given sterile
needles and syringes so that they do not reuse those of other
users. This strategy helps reduce the transmission and costs to
society of HIV infection and hepatitis.

References
William, N. R., & Joan, R. (2015). The history of the Bellevue
Hospital chest service (1903–2015). Annals of the American
Thoracic Society, 12(10). Retrieved from
https://www.atsjournals.org/doi/full/10.1513/AnnalsATS.20150
6-370PS
Stiehl, C. (2017, January 10). The Most Bizarre & Inspiring
Stories from America's Oldest Public Hospital & Psych Ward.
Retrieved from
https://www.thrillist.com/health/nation/bellevue-hospital-nyc-
psych-ward-crazy-true-stories-history

1
IHP 510 Final Project Guidelines and Rubric
Overview
Healthcare marketing is a multidisciplinary area of public
health practice. This approach draws from traditional marketing
theories and principles, adding
evidence-based strategies focused on prevention, intervention,
and health promotion. It involves the creation, communication,
and delivery of health
information to diverse populations. As a healthcare
professional, you will be asked to participate in the marketing
process, and, as you will learn throughout the
course, there are various elements of a healthcare marketing
plan.
The final project for this course is the creation of a marketing
and communication plan. The final product represents an
authentic demonstration of competency
because when working in a management position at a healthcare
organization, you could be involved in selecting or creating a
healthcare marketing plan. The
project is divided into three milestones, which will be submitted
at various points throughout the course to scaffold learning and
ensure quality final
submissions. These milestones will be submitted in Modules
Three, Five, and Seven. The final product will be submitted in
Module Nine.
In this assignment, you will demonstrate your mastery of the
following course outcomes:

P-510-01: Analyze internal and external market factors that
impact marketing decisions and strategies in a healthcare setting
-510-02: Evaluate ethical issues considered when creating
a healthcare marketing plan for alignment with industry criteria
-510-03: Apply fundamental principles of strategic
marketing to healthcare organization strategic planning that
align to organizational mission and
goals
-510-04: Evaluate strategic marketing methods used in a
marketing plan for their potential to reach specific healthcare
audience demographics
-510-05: Recommend communication strategies for
effectively collaborating with internal and external stakeholders
in the implementation of
marketing plans
Prompt
For the final project, you will develop a marketing and
communication plan for Bellevue Hospital. In your plan, you
will analyze the healthcare organization,
propose a new service, and develop marketing strategies for this
proposed service and identified target market. In addition, you
will develop strategies to
effectively communicate your marketing plan to the internal and
external stakeholders, to drive collaboration in the
implementation of the plan.
To begin, you will review NYC Health + Hospitals/Bellevue.
You will use this organization as the base of your final project.
Then, review the Bellevue Community
Needs Assessment (2016). This needs assessment will inform
decisions you make in your marketing and communication plan

around the service you propose,
your target market, and the marketing strategies you develop.
http://www.nychealthandhospitals.org/bellevue/health-care-
services/
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdent
Id=6389
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdent
Id=6389
2
Resource:
Bellevue. (2016). Community health needs assessment. New
York City Health and Hospitals. Retrieved from
http://www.nychealthandhospitals.org/bellevue/community-
health-needs-assessment-report/
Specifically, the following critical elements must be addressed.
Most of the critical elements align with a particular course
outcome (shown in brackets).
I. Introduction: In this section of the marketing plan, you will
be describing the current state of the healthcare organization
and selected service.
A. Describe the mission, vision, and strategic goals of the
healthcare organization. [IHP-510-03]
B. Describe the current state of the service, using the guidelines
of marketing. [IHP-510-01]
C. Describe the stakeholders, using the healthcare marketing
guidelines. [IHP-510-01]

D. Evaluate how the current state of the services aligns with the
mission statement, vision statement, and goals of the
organization. [IHP-510-03]
E. Describe the current target market this service focuses on,
including geographies, demographics, psychographics, and
behaviors. [IHP-510-04]
II. Situational Analysis: In this section of the marketing plan,
you will be conducting a needs analysis to identify and propose
a service for the organization.
A. Analyze the internal and external market factors impacting
the healthcare organization. [IHP-510-01]
B. Propose a service to market for this organization. Include an
explanation as to whether it is addressing an opportunity or
weakness from the
market factor analysis. [IHP-510-03]
C. Develop a marketing goal for the proposed service, applying
the SMART goal framework. [IHP-510-03]
D. Justify the alignment of the marketing goal to the mission,
vision, and strategic goals of the organization. [IHP-510-03]
E. Analyze the competition for the proposed service. [IHP-510-
01]
F. Evaluate how the current marketing strategies used by the
organization adhere to industry ethical criteria. [IHP-510-02]
III. Marketing Strategies: In this section of the marketing plan,
you will be defending specific marketing strategies and tactics
to meet the marketing goal of
the proposed service.
A. Select marketing strategies to guide your marketing plan. Be
sure that these strategies are aligned to your previously

developed marketing goal.
[IHP-510-03]
B. Describe areas of the Four and Five Ps that will be addressed
in the marketing mix. For example, one consideration might be
how the
organization will be paid for the service and how the service
could be impacted by policy and politics. [IHP-510-01]
C. Describe the target market of the proposed service. For
example, consider the geographies, demographics,
psychographics, and behaviors of
your target market. [IHP-510-04]
D. Explain why the currently used marketing strategies will not
meet the needs of the proposed market. [IHP-510-04]
3
E. Justify how your proposed marketing strategies are
appropriate for your identified target market. [IHP-510-04]
F. Explain how ethical criteria were used to guide your
selection of marketing strategies. [IHP-510-02]
IV. Communication Strategies: In this section of the marketing
plan, you will explain the communication strategies you will
use to involve the internal and
external stakeholders of the healthcare organization that will be
impacted by the proposed service. (Note that this is unique from
your target market.
These stakeholders are the individuals who will either partner

with you to employ the plan or be impacted by the
implementation of the plan.)
A. Explain how you will communicate the marketing plan to
internal stakeholders. [IHP-510-05]
B. Describe how you will share this marketing plan with
indirect and direct external stakeholders. [IHP-510-05]
C. Justify how these communication strategies will effectively
drive collaboration and contribute to the effectiveness of the
marketing plan. [IHP-
510-05]
D. Explain the how the ethical criteria were used to guide
communication decisions for stakeholders of varying sectors of
the population. [IHP-510-
02]
Milestones
Milestone One: Introduction
In Module Three, you will provide an introduction to the
healthcare organization (Bellevue Hospital) that is the basis of
your marketing and communication plan.
You will describe the organization’s current services; explain
how the organization’s mission, vision, and goals serve its
stakeholders; and identify its current
target market. This milestone will be graded with the Final
Project Milestone One Rubric.
Milestone Two: Situational Analysis
In Module Five, you will conduct a full situational analysis to
identify the internal and external market factors that impact
Bellevue Hospital, propose a service to
market for the organization, and generate a marketing goal for

this proposed service. This milestone will be graded with the
Final Project Milestone Two
Rubric.
Milestone Three: Marketing and Communication Strategies
In Module Seven, you will defend the specific marketing and
communication strategies you have come up with to support the
service you are proposing for
Bellevue Hospital. In addition, you will explain the
communication strategies you will use to involve the internal
and external stakeholders of the healthcare
organization that will be impacted by the service you are
proposing for the hospital. This milestone will be graded with
the Final Project Milestone Three
Rubric.
4
Final Submission: Marketing and Communication Plan
In Module Nine, you will submit your final project. It should be
a complete, polished artifact containing all of the critical
elements of the final product. It should
reflect the incorporation of feedback gained throughout the
course. This submission will be graded with the Final Project
Rubric.
Deliverables
Milestone Deliverable Module Due Grading

One Introduction Three Graded separately; Final Project
Milestone One Rubric
Two Market Analysis Five Graded separately; Final Project
Milestone Two Rubric
Three Marketing and Communication Strategies Seven Graded
separately; Final Project Milestone Three Rubric
Final Submission: Marketing and
Communication Plan
Nine Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: Your analysis paper must be 10 to
15 pages in length (plus a cover page and references) and must
be written in APA format. Use
double spacing, 12-point Times New Roman font, and one-inch
margins. Include at least 10 peer-reviewed sources that are no
more than 5 years old, cited in
APA format.
Critical Elements Exemplary (100%) Proficient (90%) Needs
Improvement (70%) Not Evident (0%) Value
Introduction:
Mission, Vision, and
Goals
[IHP-510-03]
Meets all “proficient” criteria
plus description provides insight

into the mission, vision, and
goals of the organization
Describes the mission, vision,
and strategic goals of the
organization
Describes the mission, vision,
and strategic goals of the
organization in a way that is
incomplete or unclear
Does not describe the mission,
vision, or strategic goals of the
organization
3.1
Introduction: State
of the Service
[IHP-510-01]
plus description demonstrates a
nuanced understanding of the
current state of the service and
the marketing framework
Describes the current state of
the service using the marketing
framework
Describes the current state of
the service using the marketing
framework, but response is
unclear or incomplete, or

framework is applied
inaccurately
Does not describe the current
state of the service using the
marketing framework
3.8
5
Introduction:
Stakeholders
[IHP-510-01]
plus description includes
nuanced insights regarding the
stakeholder
Describes the stakeholders of
the organization using the
healthcare marketing
framework
Describes the stakeholders of
the organization using the
healthcare marketing
framework in a manner that is
unclear, incomplete, or
inaccurate
Does not describe the

stakeholders of the organization
using the healthcare marketing
framework
3.8
Introduction:
Services Align With
Organization
[IHP-510-03]
plus response includes less
obvious points of alignment on
how the services align with the
mission, vision, and goals of the
organization
Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization
Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization, but response is
unclear or incomplete
Does not evaluate how the
current state of services aligns
with the mission statement,
vision statement, and goals of

the organization
3.1
Introduction: Target
Market
[IHP-510-04]
plus the description
demonstrates deep
understanding of the multiple
layers of the target market
Describes the current target
market this service focuses on,
including geographies,
demographics, psychographics,
and behaviors
Describes the current target
market this service focuses on,
but explanation is incomplete or
unclear
Does not describe the current
target market this service
focuses on
4.75
Situational Analysis:
Market Factors
[IHP-510-01]

plus analysis demonstrates
nuanced knowledge of market
factors
Analyzes the internal and
external market factors
impacting the healthcare
organization
Analyzes the internal and
external market factors
organization, but analysis is
Does not analyze the internal
and external market factors
organization
3.8
Propose a Service
[IHP-510-03]
plus explanation demonstrates
nuanced understanding of
relationship between market
factor analysis and proposed
service

Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis, but
response has gaps in detail,
clarity, or logic
Does not propose a service to
market for this organization
3.2
Marketing Goal
[IHP-510-03]
plus the marketing goal
demonstrates keen insight into
the application of the SMART
goal framework
Develops a marketing goal for
the proposed service, applying
the SMART goal framework
Develops a marketing goal for
the proposed service, applying

the SMART goal framework, but
goal is incomplete or unclear, or
framework is applied
inaccurately
Does not develop a marketing
goal for the proposed service
3.2
6
Alignment of Goal
[IHP-510-03]
plus response addresses
complex alignment among goal
and organization’s mission,
vision, and strategic goals
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization, but response is

Does not justify the alignment
of the marketing goal to the
mission, vision, and strategic
goals of the organization
3.2
Competition
[IHP-510-01]
plus analysis demonstrates keen
insight into the competition of
the specific service
Analyzes the competition for
the proposed service
Analyzes the competition for
the proposed service, but with
gaps in detail, clarity, or
accuracy
Does not analyze the
competition for the proposed
service
3.8
Ethical Criteria
[IHP-510-02]

plus evaluation demonstrates
nuanced understanding of
ethical criteria
Evaluates how current
marketing strategies adhere to
industry ethical criteria
Evaluates how current
industry ethical criteria, but
with gaps in detail, clarity, or
accuracy
Does not evaluate how current
industry ethical criteria
6.3
Marketing
Strategies:
Strategies
[IHP-510-03]
plus alignments described are
more complex
Selects strategies aligned to
marketing goals
Selects strategies, but alignment
to marketing goals is unclear

Does not select strategies 3.2
Marketing
Strategies: Four and
Five Ps
[IHP-510-01]
plus description includes
nuanced application of the Four
and Five Ps
Describes areas of the Four and
Five Ps that will be addressed in
the marketing mix
the marketing mix, but
descriptions are incomplete,
unclear, or illogical
Does not describe areas of the
Four and Five Ps that will be
addressed in the marketing mix
3.8
Marketing
Strategies: Target
Market
[IHP-510-04]

plus description demonstrates
complex understanding of the
elements specific to the target
market
Describes the target market of
the proposed service, but
description is incomplete or
unclear
Does not describe the target
market of the proposed service
4.75
Marketing
Strategies: Currently
Used Strategies
[IHP-510-04]
plus the explanation
demonstrates nuanced
understanding of the needs of
the proposed market
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market

market, but explanation is
incomplete, unclear, or illogical
Does not explain why the
currently used marketing
strategies will not meet the
needs of the proposed market
4.75
7
Marketing
Strategies: Justify
Strategies
[IHP-510-04]
plus justifications used
demonstrate nuanced
understanding of how to apply
strategies to proposed market
Justifies how proposed
marketing strategies are
appropriate for identified target
market

market, but response is
Does not justify how proposed
market
4.75
Marketing
Strategies: Ethical
Criteria
[IHP-510-02]
nuanced application of complex
ethical criteria
Explains how ethical criteria
were used to guide selection of
marketing strategies
marketing strategies in manner
that is incomplete or unclear
Does not explain how ethical
criteria were used to guide
selection of strategies
6.3

Communication
Strategies: Internal
Stakeholders
[IHP-510-05]
deep understanding of nuanced
needs of internal stakeholders
Explains how to communicate
the marketing plan to internal
stakeholders
stakeholders, but plan is
Does not explain how to
communicate the marketing
plan to internal stakeholders
6.3
Communication
Strategies: External
Stakeholders
[IHP-510-05]
plus description demonstrates

needs of external stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders
indirect external stakeholders,
but description is incomplete or
unclear
Does not describe how to share
this plan with external
stakeholders
6.3
Communication
Strategies:
Collaboration and
Effectiveness of Plan
[IHP-510-05]
plus response demonstrates
keen insight into the way
communication strategies
contribute to the overall
effectiveness of the marketing
plan
Justifies how communication
strategies will effectively drive

collaboration and contribute to
the effectiveness of the
marketing plan
marketing plan, but response is
Does not justify how
communication strategies will
effectively drive collaboration
and contribute to the
plan
6.4
Communication
Strategies: Ethical
Criteria
[IHP-510-02]
decisions to communicate with
stakeholders
Explains how the ethical criteria
were used to guide
communication decisions for
stakeholders of varying sectors

of the population
Explains the how the ethical
of the population
Does not explain how the
ethical criteria were used to
guide communication decisions
for stakeholders
6.4
8
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
spelling, syntax, or organization
Submission has major errors

that negatively impact
readability and articulation of
main ideas
Submission has critical errors
that prevent understanding of
ideas
5
Total 100%
IHP 510 Final Project Milestone Three Guidelines and Rubric
Marketing and Communication Strategies
Overview: For this milestone, due in Module Seven, you will
defend the specific marketing and communication strategies you
have come up with to support the
service you are proposing for Bellevue Hospital. In addition,
you will explain the communication strategies you will use to
involve the internal and external
stakeholders of the healthcare organization that will be
impacted by the service you are proposing for the hospital.
Note that the stakeholders are unique from your target market.

with you to employ the plan or be
impacted by the implementation of the plan.
Prompt: Review the Module Seven resources as well as the
activities throughout the course. Pay particular attention to the
marketing exercises in which you
explored various marketing strategies, as well as the Module
Six Worksheet where you considered targeted marketing and
communication strategies for a
particular healthcare organization.
Next, draft a 3- to 5-page paper that addresses the following
critical elements:
I. Marketing Strategies: In this section of the marketing plan,
you will be defending specific marketing strategies and tactics
to meet the marketing goal of
the proposed service.
A. Which strategies have you determined are most effective in
meeting your marketing goals?
B. Describe areas of the 4 and 5Ps that will be addressed in the
marketing mix. For example, one consideration might be how
the organization will
be paid for the service and how the service could be impacted
by policy and politics.
C. Describe the target market for your proposed service. What
are the geographies, demographics, psychographics, and
behaviors of your target
market?
D. Why do you feel the currently used marketing strategies will
not meet the needs of the proposed market?
E. How are your proposed marketing strategies appropriate for

your identified target market?
F. What ethical criteria guided your selection of the marketing
strategies you chose? (Refer back to the frameworks on ethics
and ethical decision
making from Module Three.)
II. Communication Strategies: In this section of the marketing
plan, you will explain the communication strategies you will
use to involve the internal and
external stakeholders of the healthcare organization that will be
impacted by the proposed service. Note that this is unique from
your target market.
with you to employ the plan or be impacted by the
implementation of the plan.
A. How will you communicate the marketing plan to internal
stakeholders? For example, some internal stakeholders might be
employees, doctors,
or administration.
B. How you will share this marketing plan with indirect and
direct external stakeholders? For example, some external
stakeholders might be
legislators or public health officials.
C. How will these communication strategies effectively drive
collaboration and contribute to the effectiveness of the
marketing plan?
D. What ethical criteria did you use to guide communication

decisions for stakeholders of varying sectors of the population?
(Refer back to the
frameworks on ethics and ethical decision making from Module
Three.)
Refer to your texts, course resources, and your own research to
support your responses. Be sure to incorporate feedback from
you instructor on this milestone
into your final submission, due in Module Nine.
Rubric
Guidelines for Submission: This milestone should be submitted
as a Word document, 3 to 5 pages in length, double-spaced,
using 12-point Times New Roman
font, one-inch margins, and the latest edition of the APA
manual for formatting and citations.
Critical Elements Proficient (100%) Needs Improvement (75%)
Not Evident (0%) Value
Marketing
Strategies:
Strategies
Selects strategies aligned to
marketing goals
Selects strategies, but alignment
to marketing goals is unclear
Does not select strategies 9.5
Marketing

Strategies: Four and
Five Ps
the marketing mix
the marketing mix, but
descriptions are incomplete,
unclear, or illogical
Does not describe areas of the
Four and Five Ps that will be
addressed in the marketing mix
9.5
Marketing
Strategies: Target
Market
the proposed service, but
description is incomplete or
unclear
Does not describe the target
market of the proposed service

9.5
Marketing
Strategies: Currently
Used Strategies
market
market, but explanation is
Does not explain why the
currently used marketing
strategies will not meet the
needs of the proposed market
9.5
Marketing
Strategies:
Strategies
market

market, but response is
Does not justify how proposed
market
9.5
Marketing
Strategies: Ethical
Criteria
marketing strategies
marketing strategies in manner
that is incomplete or unclear
Does not explain how ethical
selection of strategies
9.5
Communication
Strategies: Internal

Stakeholders
stakeholders
stakeholders, but plan is
Does not explain how to
communicate the marketing
plan to internal stakeholders
9.5
Communication
Strategies: External
Stakeholders
indirect external stakeholders
indirect external stakeholders,
but description is incomplete or
unclear
Does not describe how to share
this plan with external
stakeholders

9.5
Communication
Strategies:
Collaboration and
Effectiveness of Plan
marketing plan
marketing plan, but response is
Does not justify how
communication strategies will
effectively drive collaboration
and contribute to the
plan
9.5
Communication
Strategies: Ethical
Criteria

Explains how the ethical criteria
were used to guide
of the population
Explains the how the ethical
of the population
Does not explain how the ethical
stakeholders
9.5
Articulation of
Response
Submission has no major errors
Submission has major errors
that negatively impact
readability and articulation of
main ideas
Submission has critical errors

that prevent understanding of
ideas
5
Total 100%
Situation Analysis
Maria Williams
Southern New Hampshire University
Situation Analysis
1. Strengths
One of the strengths of Bellevue Hospital is the variety of
services. Patients can access a wide variety of healthcare and
rehabilitative services at this facility. Some of the services
offered at the facility include cardiac rehabilitation, aquatic
therapy, and education for diabetic patients. Another strength
that enhances this facility is the high quality of services

offered. This hospital is known for its high quality inpatient and
outpatient care. Lastly, this facility is enhanced by its offer of
specialized care. Aside from the typical ambulatory care and
admission of patients, this hospital has several specialized care
packages that make it a unique option for patients. For instance,
the aquatic therapy offered by Bellevue Hospital is tot available
in many healthcare facilities.
2. Weaknesses
The psychiatric ward at Bellevue Hospital has gained a negative
reputation from events that have occurred through history. This
hospital has been associated with the several bizarre
occurrences that influence the decision-making of the patients
when choosing a center to get their services (Panero, 2017).
Another weakness is the lower focus of the hospital in its in-
patient care. Bellevue is mainly known for its ambulatory care,
but the reputation of its in-patient care may need improvement.
Lastly, Bellevue may be geographically limited because it is
one of the few hospitals in New York that offer self-pay
services, or services to people with no insurance. Being a safety
net hospital makes it a high demand hospital, this, it needs to be
more accessible.
3. Opportunities
This organization has the chance to increase collaborations or
acquire other healthcare organizations to diversify its services
across New York. There is a chance to create more
opportunities for people who are far from the main hospital but
would want its services. Another opportunity for Bellevue is to
increase funding opportunities that would help to expand and
diversify some important services such as diabetes care and
post-surgical rehabilitation. Lastly, this facility has the chance
to create to health care programs that will be more inclusive for
uninsured and underinsured people so that they can get access
to the best quality available.

4. Threats
There is an increasing demand for expensive healthcare
services. This threat makes it harder for this organization to
continue being a safe net hospital for people who cannot afford
care. Secondly, is an increasing rate of inflation that will
continue to make it harder for the organization to provide its
services in a cost-effective manner. Lastly, this organization is
threatened by increasing competition from private hospitals in
New York. The facility was ranked 40th as the overall best
hospital in New York based on customer ratings. This is a low
rating considering it is the NY flagship hospital.
Proposed Service for Marketing
The proposed service for the hospital is a new health payment
plan for the uninsured. The plan will be designed to make care
more affordable for the out-of-pocket payers since this is one of
the most expensive care payment plans. This strategy addresses
the opportunity of developing new services that will make
Bellevue Hospital safer and more accessible to more people
without the ability to afford insurance plans.
Marketing Goal
The goal of the marketing plan is to; reduce the number of non-
paying patients by at least 30% within the next one year.
With the new payment plan, the hospital should make the
hospital more affordable for uninsured people so that they are
able to pay for care. This means that the number of people who
completely fail to pay for services will reduce.
Alignment of Goal
Bellevue Hospital aims to be a progressive hospital and one of
its main goals is to show compassion to its patients. By creating
a good payment plan, the hospital is showing compassion,

which is demonstrated by the facility’s ability to make
healthcare accessible to more people.
References
Panero, J. (2017, April 14). At the center of the epidemic.
Retrieved from: https://www.city-journal.org/html/center-
epidemic-15118.html
Pressman, M & Bolen, S. (2013). 2013 Community Health
Needs Assessment and Implementation Strategy: Bellevue
Hospital Center. Retrieved from:
https://www.nychealthandhospitals.org/bellevue/wp-
content/uploads/sites/4/2016/08/chna-bellevue-2013-1.pdf
U.S. News and World Report (2015). NYC Health and Hospitals
Retrieved from: https://health.usnews.com/best-
hospitals/area/ny/bellevue-hospital-center-6212630

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