Running head: MARKETING PLAN 1 MARKETING PLAN 14 Bellevue Hospital Luz Rodriguez Southern New Hampshire University Mission, Vision, and Goals Bellevue hospital in the New York is one of the leading healthcare centers. It is known facility for its competitive care. The hospital has highly trained medics, physician, and nurses and they provide quality services to patients who live in New York City. The trained medics and other officers advance the healthcare services, give innovative treatment programs to children, seniors, and adults (NYC Health + Hospitals / Bellevue, 2018). The hospital encourages its services to the target market through the use of social media stands such as Twitter, Facebook, and Instagram. The social media is resourceful for the public because it makes it easy for the population to realize medical solutions which are offered in the hospital. Bellevue hospital is guide by a mission and vision statement. The mission is to advance high level of healthcare to the people living in New York while taking up dignity, consideration, and cultural understanding. Moreover, as parts of the organization mission, the hospital aim at ensuring health is available to all patients irrespective of their economic background. The hospital vision is to be the prudent facility in the America. All the operational goals are set to boost the organization to achieve this vision and mission. Some of the strategic goals include helping the poor in the society, cutting medical cost, and understanding innovative ways to develop quality relationship with all stakeholders. State of the Service Bellevue Hospital has goal to join different organization in the New York to manage the services of patients. The state of medical care in this facility is efficient and it is one of the best in terms of emergency care. The facility Level I Trauma Center is known for quick response to adult psychiatric and pediatric emergencies. The facility has neonatology, cardiology, and neurology centers. The organization (Bellevue Hospital) is the pioneer in training psychiatrist and psychiatric nurses, these are important specialists in detecting and managing mental illnesses (NYC Health+Hospitals|Bellevue, 2016). The facility is also celebrated for being the top institution in cardiovascular programs in America. Its Geriatric Ambulatory Care Program accommodated over 5,000 older patients each years and this makes it one of the busiest facility in the US. To boost its productivity and improve the service delivery, the facility has formed alliance with the “New York University School of Medicine”. Since Bellevue Hospital offers different specialties, it must be guided by some marketing strategies and plans. The hospital must have some ethical positions to ensure that the patients’ satisfaction is guaranteed. Services in relation to Organization Organizational goals should align with the interests of the stakeholders. For example, the mission stateme ...

1. Running head: MARKETING PLAN 1
MARKETING PLAN 14
Bellevue Hospital
Luz Rodriguez
Southern New Hampshire University
Mission, Vision, and Goals
Bellevue hospital in the New York is one of the leading
healthcare centers. It is known facility for its competitive care.
The hospital has highly trained medics, physician, and nurses
and they provide quality services to patients who live in New
York City. The trained medics and other officers advance the
healthcare services, give innovative treatment programs to
children, seniors, and adults (NYC Health + Hospitals /
Bellevue, 2018). The hospital encourages its services to the
target market through the use of social media stands such as
Twitter, Facebook, and Instagram. The social media is
resourceful for the public because it makes it easy for the
population to realize medical solutions which are offered in the

2. hospital. Bellevue hospital is guide by a mission and vision
statement. The mission is to advance high level of healthcare to
the people living in New York while taking up dignity,
consideration, and cultural understanding. Moreover, as parts of
the organization mission, the hospital aim at ensuring health is
available to all patients irrespective of their economic
background. The hospital vision is to be the prudent facility in
the America. All the operational goals are set to boost the
organization to achieve this vision and mission. Some of the
strategic goals include helping the poor in the society, cutting
medical cost, and understanding innovative ways to develop
quality relationship with all stakeholders.
State of the Service
Bellevue Hospital has goal to join different organization in
the New York to manage the services of patients. The state of
medical care in this facility is efficient and it is one of the best
in terms of emergency care. The facility Level I Trauma Center
is known for quick response to adult psychiatric and pediatric
emergencies. The facility has neonatology, cardiology, and
neurology centers. The organization (Bellevue Hospital) is the
pioneer in training psychiatrist and psychiatric nurses, these are
important specialists in detecting and managing mental illnesses
(NYC Health+Hospitals|Bellevue, 2016). The facility is also
celebrated for being the top institution in cardiovascular
programs in America. Its Geriatric Ambulatory Care Program
accommodated over 5,000 older patients each years and this
makes it one of the busiest facility in the US. To boost its
productivity and improve the service delivery, the facility has
formed alliance with the “New York University School of
Medicine”. Since Bellevue Hospital offers different specialties,
it must be guided by some marketing strategies and plans. The
hospital must have some ethical positions to ensure that the
patients’ satisfaction is guaranteed.
Services in relation to Organization
Organizational goals should align with the interests of the
stakeholders. For example, the mission statement should

3. indicate the position of patients irrespective of their financial
backgrounds, the patients have right to get the best medical care
at the facility. The mission and services delivered shows that
the facility has the intention to promote the health of the
community. The public interest is important in management and
stakeholder should work out a plan to meet them. Bellevue
Hospital insists on quality medication and this has made it
partner with research organization to facilitate the evidence-
based practice when diagnosing and treating the patients. Best
care can be achieved when there is right training of the medical
personnel, under effective management, provision of safety
assurance, and ensuring readily available care to every person
seeking medication (Berkowitz, E.N., 2017). The operation of
the facility should be based on ethical practices and the rights
of patients should be upheld. The procedures should be legal
always. The hospital further believes in “Patients’ Bill of
Rights” which is well defined by the federal regulations. The
constant training offered to medical staffs including the nurses
and physicians gives the guarantee of safety needed to perform
their duties.
Target Marketing
The Bellevue target large population in the US. The
management aims at giving wide range of medical care to
people living in the New York. The facility performs regular
research and surveys that helps classify the at risk groups of
people in the society. For instance, the hospital conducted a
study to ascertain the level of mental illness, diabetes,
hypertension, and asthma in the country (Centers for Disease
Control and Prevention, 2015). From this research, the facility
developed health marketing plan which aimed at sensitizing the
vulnerable about the risk factors, the market plan also
highlighted the services which the hospital offers. These
services help to cut the risk and also treat the already affected
persons. During its normal operations, Bellevue Hospital
services about 502,000 patients in the ambulatory services, it
conducted about 1,300 births annually, and 112,000 emergency

4. patients. To this end, health marketing can be termed as the
course of creating, linking and delivering health data over
defined strategies that are patient-centered and science-based.
Bellevue Hospital applies this approach and it is important as it
assist reach the directed market and bring quality skills to the
population.
Situational Analysis
Market Factors
It is necessary to conduct situational analysis for an
organization to determine the strengths, weakness, threats and
opportunities of the healthcare conditions. The internal
conditions in any market impact the organization. The hospital
should come up with its weakness and strength and include
ways to communicate them to patient and staff members
(Harrison, J., 2010). Based on the nature of organizational
practice, the audience is an influential element because they can
offer testimonials, referrals, and additional services.
Bellevue Hospital has various strengths. The facility is located
in a densely populated city (New York City) this offers the
hospital large target market. The hospital also has highly
trained medical staffs, it has advanced healthcare services,
innovative care programs for seniors, kids, and young people
(NYC Health + Hospitals / Bellevue , 2016). Bellevue has
advanced care system and its affiliation with New York School
of Medicine enables it to stay updated with the latest medical
knowledge and technology. Despite these strengths, the
facilities has several weaknesses. From the hospital date
collected by “Community Health Needs Assessment (CHNA)” it
is clear that patients prefer primary care location compared to
ambulatory care center. The primary care locations are preferred
because patients can enter and meet the physicians and conduct
wellness test when it is convenient.
The operation of the hospital is affected by external treats. The
external reasons impact the organization include the growth of
population in New York. The population put pressure on the
medical person, however, this can also be considered as an

5. opportunity to advance medical practice. The hospital has been
capitalizing on YouTube, Instagram, and Facebook to attract
new clients and through this platforms it assures the patients of
better quality of medical care. The hospital is also in
partnership with New York Health department and this allows
for new programs to bridge the health gap as well as increase
the received funds for improved medical care (NYC Health +
Hospitals / Bellevue , 2016). The big threat to Bellevue hospital
is government reimbursement. The “Centers for Medicare and
Medicaid Services (CMS)” has negatively impacted the increase
of physicians’ ownership of facilities. However, many
healthcare business have despised this development.
Proposed Service
Bellevue Hospital should change focus and invest more in
telemedicine. Telemedicine is the administration of medication
through technology such as phone call, Skype, or email. It also
involve delivering clinical healthcare from a remotes distance to
inaccessible areas. This is the future positions and it is also
impacting current patients (Berkowitz, E.N., 2017).
Telemedicine has been used to advance medical attention and it
has made patients receive the best quality care. It is important
for the hospital to invest in telemedicine because its helps
lessen the chance of increase in transmissible diseases amongst
medical staff and patients.
Marketing Goal
The marketing goal can be developed through the use of
SMART goal outline. The specific objective is to use telehealth
to assist patients get medical care from their remote and
inaccessible places. The measurable goal it to employ about 40
people to join the clinical and non-clinical team, this group will
measure the requirements of the target group. The attainability
of the goal is guaranteed because it is realistic and within the
hospital operation limits (Berkowitz, E.N., 2017). The goals is
to assist patients and ensure they get the quality healthcare from
their location. The goal is realistic, the facility will receive
funding for this program and the expected timeframe for this

6. goals is three years.
Alignment of the Marketing Goal
The goal is aligned to the Bellevue strategic plans, vision, and
mission. This is because it involve offering high quality care for
the whole population in New York. For these goals to be
realized, the organization should ensures clients are treated with
dignity and kindness while the families’ representatives are
involved in the medication plan. Most importantly, the
organization should keep the cost down and ensure patients
satisfaction.
Competition
There is likely to be mild competition in this proposed service
of telehealth. This is because Bellevue Hospital has formed a
collaboration with New York Health system. The partnership
neutralize the competition from other organizations. When
considering the possible competition from different state, then
the hospital is likely to get competition from Mayo Clinic
located in Minnesota. The Mayo clinic telehealth services
connect patients with medical staff from different settings.
Medical staffs and physicians from Mayo clinic have
specialized training can remotely assess, analyze, and support
patients (Mayo Clinic Health System, 2018). The medics
engaged in telehealth offers alternative medication at rural
centers. To beat this competition in telehealth and telemedicine,
the Bellevue Hospital should be connected to portable devices
among other technologies. However, the signals sent should be
encrypted, protected and private as agreed in the “Health
Insurance Portability and Accountability Act (HIPAA)”.
Ethical Criteria
The marketing strategies which is used by Bellevue
hospital should be based on ethical criteria. The data recorded
on Community Health Needs Assessment (CHNA) should be
protected. The organization gather information about patients
and health disparities that use Medicaid, Medicare, and
uninsured with certain health issues. The statistics should be

7. collected based on the “Affordable Care Act (ACA)” after every
3 years because Bellevue hospital is IRS-designated (American
Marketing Assocation, 2017). Moreover, any information
collected should be based on patients consent.
Marketing Strategy
Strategy
Bellevue Hospital is one of the leading medical institutions and
one of the oldest facilities in New York. There is increased
prevalence of medical conditions such as heart disease in the
US and it is arguable that health disparity is rampant in New
York. This means that strategic marketing is imperative in
ensuring that the facility goals and objective align. The
institution should have product differentiation through the use
of multi-segment strategies, this ensures that information
reaches various stakeholders and target groups. The objective is
based on “Community Health Needs Assessments (CHNA)” and
it puts the facilities at the center of health campaign. The
facility can manage diversity and advertise its strategies
through social media, billboards, television adverts, and word of
mouth. The marketing messages should be customized to reach
the target market. The rationale of marketing is that there is
need for people to change their attitude towards lifestyle, this is
the first step towards a healthy society.
Four and Five Ps
The right information should reach the intended groups at the
right time for the marketing mix to be compelling. The target
group is the patients with heart disease. The primary product is
the heart program medical staff which involve the physician and
patients. The market mix target people who do not receive the
medical services at the main hospital facility since they are the
most uninformed about the different management and control
methods. Based on CHNA research, the patients are uninsured,
Medicaid and Medicare, or commercial because Bellevue
Hospital is exempted from tax according to IRS-designated
501(c) (3) and the Affordable Care Act. Despite this, majority
of the people pay for their medical expense through Medicaid

8. and Medicare. The Promotion of the healthcare program will
involve promotional programs by the health departments, having
wellness fairs, and educating the patients on the prevention. The
collaboration of New York Health Hospitals and Bellevue
cardiology department is well established and widely known.
The organization delivers various inpatient and outpatient
services, surgical services for cardiology patients. Despite this,
as a public healthcare center, the hospital will focus on
sensitization by delivering a friendly message, message which
does not sound commercial.
Target Market
The telemedicine will focus on patients currently living with
heart problems and persons at high risk of heart complications.
Many of these patients are not found within the locality and
they lack the means of transport to the facility. Moreover, a
number of the target population have mild symptoms of heart
complication and some are ignorant of the growing nature of the
conditions if unmanaged. Majority of people at risk have
obesity associated with poverty and this means that the Bellevue
Hospital should try to deliver affordable services. The senior
population of the target group form a significant percentage of
people at risk. There is a challenge with this target group, it is
not well connected to social media, technology, and use
television to pass time. The marketing strategy will target
potential stakeholder such as non-governmental organizations
and state government, these agencies help in sensitization and
mobilization.
Currently Used Strategies
The current marketing strategy used by Bellevue Hospital is
seeming useful because it capitalizes on the welfare of the
patients who visit the facility. The hospital has invested in
posters and information for external and internal environment
research the target population in time. Despite the use of

9. posters, the use of social media and television is more effective
because it covers wide audience. The billboards reach the
medically underserved, the minority groups, and locality with
low-income. The target population experience health disparity
and are at high risk of not getting the right medical care because
they are underinsured or uninsured due to financial, geographic
and immigrations challenges.
Justifying Methods
It is arguable that the patients who cannot visit Bellevue
Hospital main facility will not receive the important
information on heart problems because the communication
channels used are traditional. The use of television, social
media, and billboards is more effective because wide range of
target population would be sensitized on the need to monitors
their blood pressures and plan visits to the hospital.
Ethical Criteria
The use of telemedicine and telehealth strategy is based on
equity. There is need for every institution to have health
promotional approach which are conscious of all people needs.
The health promotions should be accessible to audience of
different racial group, people of different religion, and color.
Moreover, since Bellevue Hospital gives services to all people,
the strategy would strengthen affordability and accessibility of
medical care.
Communication Strategies
Internal Stakeholders
The marketing plan should be communicated to all internal
stakeholder. The physicians for instance should attend the
planning meeting to get details of the next changes that are
likely to take place in the hospital. The involvement of internal
stakeholder reduce resistance in the implementation of
strategies. When stakeholders are involved in strategy planning,
they are likely to participate in the implementation of the
innovation technology such as telehealth. Communication of

10. plan help stakeholder appreciate telemedicine to provide
clinical health care. Right communication strategies also help
break distance barriers and it improves the access to medical
services in remote rural areas where critical care and emergency
services are needed.
The communication of this plan will be done through
PowerPoint presentation. The presentation will capture statistics
and data on innovative technology. It should be specific on how
to make the organization better. The communication plan will
highlight the cons and pros of the telemedicine and how shows
the current organizational situation and the proposed marketing
plan. Most important, the communication plan will have
feedback and scheduled follow-up meetings which will help in
implementing the strategy.
External Stakeholders
This marketing plan has direct and indirect external stakeholder
for example the public health officials who consists of the New
York Health organization. The communication plan increase the
awareness of the possible measures to prevent the heart disease
and enhance patients’ quality of life through telehealth. The
marketing plan strategies are guided by the organization ethical
values, mission, and visions. The marketing plan further focus
on the city health challenges and struggles of the minority
groups. For the Bellevue Hospital to realize success, it must
change its social policy and seek new ways to improve the
health conditions of the community.
Collaboration and Effectiveness of Plan
Successful implementation of the marketing and communication
strategies drive teamwork to all concern stakeholder. The
strategies ensure that the public collaborate with the external
and internal stakeholders. This means that the communication
strategies involve each part to discuss on changes which are
needed. The communication can be through social media or
face-to-face. In cases where the management propose meetings,
they should be guided on ways to improve the patient-

11. satisfaction and solve problem.
Ethical Criteria
The ethical principles that are used to make communication
choices should be based on the existing federal regulations and
laws, informed decisions, and expressed code of ethics.
Moreover, the ethical position should build contacts and
improve clients, public, and workers contribution to health
matter. There should be assurance of honesty in the marketing
strategies by adhering to fundamental values of accountability
and obligation.
References
American Marketing Assocation. (2017). The American
Marketing Association (AMA) Codes of Ethics. Retrieved from
American Marketing Associaiton:
https://www.ama.org/AboutAMA/Pages/Statement-of-
Ethics.aspx
Berkowitz, E.N. (2017). Essentials of Health Care Marketing.
Jones & Bartlett Publishing.
Berkowitz, E.N. (2017). Essentials of Health Care Marketing.
Jones & Bartlett Publishing.
Cellucci, L.W., Wiggins, C., & Farnsworth, T.J. (2014).
Healthcare Marketing: A Case Study Approach. Chicago, IL:
Health Administration Press.
Centers for Disease Control and Prevention. (2015, July 8).
Healthy People 2020: Oral Health Objectives. Retrieved from
Centers for Disease Control and Prevention:
https://www.cdc.gov/oralhealth/healthy_people/
Harrison, J. (2010). Essentials of strategic planning in
healthcare. Chicago, IL: Health Administration Press.

12. Mayo Clinic Health System. (2018). Telemedicine. Retrieved
from Mayo Clinic Health System:
https://mayoclinichealthsystem.org/locations/eau-
claire/services-and-treatments/emergency-
medicine/telemedicine
NYC Health + Hospitals / Bellevue . (2016, March 30). 2016
Community Health Needs Assessment. Retrieved from
NYCHealth and Hospitals:
https://www.nychealthandhospitals.org/bellevue/wp-
content/uploads/sites/4/2016/08/chna-bellevue.pdf
NYC Health + Hospitals / Bellevue. (2018). Heart Health
Program. Retrieved from NYC Health + Hospitals / Bellevue:
https://www.nychealthandhospitals.org/bellevue/health-care-
services/heart-health-program/
NYC Health+Hospitals. (2018). Our Services. Retrieved from
NYC Health+Hospitals:
http://www.nychealthandhospitals.org/services/
NYC Health+Hospitals|Bellevue. (2016). 2016 Community
Health Needs Assessment. Retrieved from NYC
Health+Hospitals|Bellevue:
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdent
Id=6389