Ravine Ridge is a new inpatient/outpatient rehabilitation facility opening in spring 2014. Their target market is teachers in local school districts. Their marketing plan includes attending school board meetings, increasing their online presence through social media, and hosting a 5K run. Internally, Ravine Ridge will offer intensive 7-day therapy programs using state-of-the-art equipment in a relaxing, spa-like setting. Their goal is to get teachers back in the classroom as quickly as possible. They will focus on personalized treatment and flexible hours to accommodate teachers' schedules.
Presentation: The Evolving Patient Journey
Presented by: Meredith Ressi, VP, Multichannel Marketing Solutions, Decision Resources Group
Healthcare communications today require an understanding of the complexity of patient decision making and how patients navigate the health system to get the care they need. What are the emerging trends in patient engagement, and how does channel reliance vary along the treatment continuum?
Overview of Patient Experience Definitions and Measurement ToolsInnovations2Solutions
This publication will provide an overview of patient experience, how it is measured, and how to achieve it optimally within the healthcare setting. Sodexo’s definition of Patient Experience will also be explored.
Presentation: The Evolving Patient Journey
Presented by: Meredith Ressi, VP, Multichannel Marketing Solutions, Decision Resources Group
Healthcare communications today require an understanding of the complexity of patient decision making and how patients navigate the health system to get the care they need. What are the emerging trends in patient engagement, and how does channel reliance vary along the treatment continuum?
Overview of Patient Experience Definitions and Measurement ToolsInnovations2Solutions
This publication will provide an overview of patient experience, how it is measured, and how to achieve it optimally within the healthcare setting. Sodexo’s definition of Patient Experience will also be explored.
Patient Satisfaction deals with how patients evaluate the quality of their healthcare experience. It is mainly assessed by conducting Patient Satisfaction Surveys using Healthcare Survey Software to determine the high quality of care, in addition to numerous other dimensions of quality, such as relevance to need, effectiveness, and efficiency.
The State of Consumer Healthcare: A Study of Patient ExperienceProphet
There is a vital change happening in healthcare: People are demanding to be treated as savvy consumers, who deserve choices, convenience and fair prices. The same revolution of consumerism that’s shaking up the way the world buys financial services, airline tickets and groceries is finally underway in healthcare. And as healthcare options multiply, this trend will only accelerate. Providers who are ready to respond by creating a strong patient experience are going to win, and those who aren’t will be left behind.
This presentation explains findings from the patient experience study which was conducted to understand the consumer healthcare experience by assessing the gap between patient and providers’ expectations and perceptions, and arm institutions with the ability to assess their own organization, define a successful strategy, and deliver on it.
View the webinar here: http://bit.ly/1RLgTFX
Safety is Personal: Partnering with Patients and Families for the Safest CareEngagingPatients
The work of NPSF"s Lucian Leape Institute's Roundtable on Consumer Engagement, "Safety Is Personal: Partnering with Patients and Families for the Safest Care" is a call to action for health leaders, clinicians, and policy makers to take the necessary steps to ensure patient and family engagement at all levels of health care.The report identifies specific action items for health leaders, clinicians, and policy makers to pursue in making patient and family engagement a core value in the provision of health. care.
Advancing Team-Based Care: Achieving Full Integration of Behavioral Health an...CHC Connecticut
This webinar highlighted ways to fully integrate behavioral health care into primary care. The role of nurses, medical assistants, behaviorists, lay health workers, and primary care providers was discussed along with the use of clinical dashboards and warm hand-offs.
This webinar was presented May 19, 2016 3:00 p.m. Eastern Time
Patients and their loved ones often hold critical knowledge that informs diagnosis. This toolkit from the Institute of Medicine offers patients, families and clinicians guidance on how they can collaborate to improve diagnosis.
Building Patient-Centeredness in the Real World: The Engaged Patient and the ...EngagingPatients
This paper examines the separate but intertwined ethical, economic and clinical concepts of patientcenteredness and how ACOs provide a structure for turning those concepts into a functioning reality.
How pharma and healthcare brands can improve their customer experienceJack Morton Worldwide
The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients:
There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment.
So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success.
This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.
Pathways to Patient Engagement: Insights from the Physician CommunityKathleen Poulos
Pathways to Patient Engagement: Insights from the Physician Community
Pathways to Patient Engagement is a webinar series designed to foster collaboration and discussion between all involved in the healthcare process.
During the initial webinar we explored physician insights and found 40% of those surveyed were not participating in any patient engagement activities. In fact, some of the surveyed physicians stated they were not familiar with the term patient engagement.
Review the deck as we share feedback from primary care physicians and provide resources to help all involved along the pathway to patient engagement.
Hospital marketing -Multi specilality hospital By Dr Kavita Soni Dr.Kavita Soni
Hospital Marketing has been viewed from a different perspective these days.It has become a major tool for business development in health care sector.The only challenge to incorporate and customize the core marketing concept to go well with hospital setting
Running head BLESSED HEALTHCARE FACILITY MARKETING PLAN .docxtoddr4
Running head: BLESSED HEALTHCARE FACILITY MARKETING PLAN 1
BLESSED HEALTHCARE FACILITY MARKETING PLAN 11
Blessed Healthcare Facility Marketing Plan
Marilyn Diaz
Healthcare Marketing – MAR3712
Professor Christos Christou
Florida National University
June 9th, 2019
Abstract
Blessed Healthcare Facility is a newly emerging healthcare center located in Miami. This is a privately-owned hospital, which is administered and managed according to the Scheme of the Management approved by the Order of the High Court. This facility a total of 120 beds with 100 in-patient beds and 20 daycare beds. The inpatient specialties care includes gynecology, general surgery, and general medication. These are just but a few services being offered by this healthcare facility. Other services being offered include the Day Surgery; Chaplaincy services; physiotherapy and pharmaceutical services; radiology and the laboratory services; dietetic services, which are involving the provision of the nutritional assessment, education, and assessing the patients based on their nutritional status; and the consultant out-patient clinics. There is also service related to the continence management, control of the infections, palliative care as and the management of pain; and the clinical nurse's specialists in common illness such as diabetes.
Blessed Healthcare Facility Marketing Plan
Analysis of the Services
With regard to the Consultant Out-Patient Clinics, the goal of this facility is to move closer to home. This is aimed at adhering to the hospital policy which recommends for closer movement to home by the children specialist of this facility to ensure that the general pediatrics outpatient services are effectively provided. This approach is aimed at reducing the non-attendance during appointments. It also ensures that services are provided to more accessible regions thus helping in the creation of new physical clinic capacity. The goal of offering such kind of services is to help in increasing the number of pediatrics who are brought to the facility for clinic services (Hazel & Kussel, 2019).
With regard to Diagnostic Radiological and Laboratory services, there are pathological tests as well as x-ray examinations. The radiology department is providing high-quality diagnostic service to both in and outpatients. There are also radiology services for the Daycare, and these services are aimed at helping to diagnose the treatment. This, therefore, implies that most of the tests are done within the facility and patients are not referred to other facilities for laboratory procedures. Appointments are also allowed for the patients who are wishing to do so.
On physiotherapy services, the hospital has a staff who is experienced in the treatment of both in and out-patients by ensuring that patients are safe to achieve the optimum potential within the shortest time possible. Physiotherapists in this facility are .
Five Data-driven Patient Empowerment StrategiesHealth Catalyst
Data plays a big role toward empowering patients to become more involved in their care. With data, digital tools, and education, patient empowerment can act like a blockbuster drug to produce exceptional outcomes.
Data empowers patients five ways:
Promotes patient engagement.
Produces patient-centered outcomes.
Helps patients practice self-care.
Improves communication with clinicians.
Leads to faster healing and independence.
Clinicians using creative, innovative care strategies, and patients with access to the right tools and technology, can produce remarkable results in terms of cost, health outcomes, and experience.
Patient Satisfaction deals with how patients evaluate the quality of their healthcare experience. It is mainly assessed by conducting Patient Satisfaction Surveys using Healthcare Survey Software to determine the high quality of care, in addition to numerous other dimensions of quality, such as relevance to need, effectiveness, and efficiency.
The State of Consumer Healthcare: A Study of Patient ExperienceProphet
There is a vital change happening in healthcare: People are demanding to be treated as savvy consumers, who deserve choices, convenience and fair prices. The same revolution of consumerism that’s shaking up the way the world buys financial services, airline tickets and groceries is finally underway in healthcare. And as healthcare options multiply, this trend will only accelerate. Providers who are ready to respond by creating a strong patient experience are going to win, and those who aren’t will be left behind.
This presentation explains findings from the patient experience study which was conducted to understand the consumer healthcare experience by assessing the gap between patient and providers’ expectations and perceptions, and arm institutions with the ability to assess their own organization, define a successful strategy, and deliver on it.
View the webinar here: http://bit.ly/1RLgTFX
Safety is Personal: Partnering with Patients and Families for the Safest CareEngagingPatients
The work of NPSF"s Lucian Leape Institute's Roundtable on Consumer Engagement, "Safety Is Personal: Partnering with Patients and Families for the Safest Care" is a call to action for health leaders, clinicians, and policy makers to take the necessary steps to ensure patient and family engagement at all levels of health care.The report identifies specific action items for health leaders, clinicians, and policy makers to pursue in making patient and family engagement a core value in the provision of health. care.
Advancing Team-Based Care: Achieving Full Integration of Behavioral Health an...CHC Connecticut
This webinar highlighted ways to fully integrate behavioral health care into primary care. The role of nurses, medical assistants, behaviorists, lay health workers, and primary care providers was discussed along with the use of clinical dashboards and warm hand-offs.
This webinar was presented May 19, 2016 3:00 p.m. Eastern Time
Patients and their loved ones often hold critical knowledge that informs diagnosis. This toolkit from the Institute of Medicine offers patients, families and clinicians guidance on how they can collaborate to improve diagnosis.
Building Patient-Centeredness in the Real World: The Engaged Patient and the ...EngagingPatients
This paper examines the separate but intertwined ethical, economic and clinical concepts of patientcenteredness and how ACOs provide a structure for turning those concepts into a functioning reality.
How pharma and healthcare brands can improve their customer experienceJack Morton Worldwide
The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients:
There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment.
So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success.
This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.
Pathways to Patient Engagement: Insights from the Physician CommunityKathleen Poulos
Pathways to Patient Engagement: Insights from the Physician Community
Pathways to Patient Engagement is a webinar series designed to foster collaboration and discussion between all involved in the healthcare process.
During the initial webinar we explored physician insights and found 40% of those surveyed were not participating in any patient engagement activities. In fact, some of the surveyed physicians stated they were not familiar with the term patient engagement.
Review the deck as we share feedback from primary care physicians and provide resources to help all involved along the pathway to patient engagement.
Hospital marketing -Multi specilality hospital By Dr Kavita Soni Dr.Kavita Soni
Hospital Marketing has been viewed from a different perspective these days.It has become a major tool for business development in health care sector.The only challenge to incorporate and customize the core marketing concept to go well with hospital setting
Running head BLESSED HEALTHCARE FACILITY MARKETING PLAN .docxtoddr4
Running head: BLESSED HEALTHCARE FACILITY MARKETING PLAN 1
BLESSED HEALTHCARE FACILITY MARKETING PLAN 11
Blessed Healthcare Facility Marketing Plan
Marilyn Diaz
Healthcare Marketing – MAR3712
Professor Christos Christou
Florida National University
June 9th, 2019
Abstract
Blessed Healthcare Facility is a newly emerging healthcare center located in Miami. This is a privately-owned hospital, which is administered and managed according to the Scheme of the Management approved by the Order of the High Court. This facility a total of 120 beds with 100 in-patient beds and 20 daycare beds. The inpatient specialties care includes gynecology, general surgery, and general medication. These are just but a few services being offered by this healthcare facility. Other services being offered include the Day Surgery; Chaplaincy services; physiotherapy and pharmaceutical services; radiology and the laboratory services; dietetic services, which are involving the provision of the nutritional assessment, education, and assessing the patients based on their nutritional status; and the consultant out-patient clinics. There is also service related to the continence management, control of the infections, palliative care as and the management of pain; and the clinical nurse's specialists in common illness such as diabetes.
Blessed Healthcare Facility Marketing Plan
Analysis of the Services
With regard to the Consultant Out-Patient Clinics, the goal of this facility is to move closer to home. This is aimed at adhering to the hospital policy which recommends for closer movement to home by the children specialist of this facility to ensure that the general pediatrics outpatient services are effectively provided. This approach is aimed at reducing the non-attendance during appointments. It also ensures that services are provided to more accessible regions thus helping in the creation of new physical clinic capacity. The goal of offering such kind of services is to help in increasing the number of pediatrics who are brought to the facility for clinic services (Hazel & Kussel, 2019).
With regard to Diagnostic Radiological and Laboratory services, there are pathological tests as well as x-ray examinations. The radiology department is providing high-quality diagnostic service to both in and outpatients. There are also radiology services for the Daycare, and these services are aimed at helping to diagnose the treatment. This, therefore, implies that most of the tests are done within the facility and patients are not referred to other facilities for laboratory procedures. Appointments are also allowed for the patients who are wishing to do so.
On physiotherapy services, the hospital has a staff who is experienced in the treatment of both in and out-patients by ensuring that patients are safe to achieve the optimum potential within the shortest time possible. Physiotherapists in this facility are .
Five Data-driven Patient Empowerment StrategiesHealth Catalyst
Data plays a big role toward empowering patients to become more involved in their care. With data, digital tools, and education, patient empowerment can act like a blockbuster drug to produce exceptional outcomes.
Data empowers patients five ways:
Promotes patient engagement.
Produces patient-centered outcomes.
Helps patients practice self-care.
Improves communication with clinicians.
Leads to faster healing and independence.
Clinicians using creative, innovative care strategies, and patients with access to the right tools and technology, can produce remarkable results in terms of cost, health outcomes, and experience.
In this webinar, you will learn:
How we approach intervention campaigns: a framework
The science of behavior change and how it can be applied to increase the probability of desired outcomes
How Altarum’s ACE Measure can help predict consumer behaviors and design successful intervention campaigns
Speakers:
Ryan Rossier, Medullan
Chris Duke, Altarum
Josh Klapow, ChipRewards
From Patients to ePatients Driving a new paradigm for online clinical collabo...ddbennett
CareTech eHealth Innovation Series
From Patients to ePatients Driving a new paradigm for online clinical collaboration and health management
David Bennett, SVP, Interactive Solutions
StayWell Custom Communications
Anthony Chipelo, Director, Portal Strategies
CareTech Solutions
The selected product for this analysis is the Mayo Clinic .docxarnoldmeredith47041
The selected product for this analysis is the Mayo Clinic Healthy Living Program
1. Strengths
The first strength of this program is that it is a science-based, outcome-focused program that uses extensive research by Mayo Clinic experts to transform healthy living lifestyles of both Mayo Clinic patients and Rochester visitors. This means that patients can enjoy a program that has been tested and is bound to be successful. Second, the program uses a combination of the knowledge and experience of Mayo Clinic experts and state-of-the-art wellness facility to provide users with the best experience. Lastly, the program is individualized to the user as it is centered on their goals and budget. This is beneficial to patients because all people are not the same. The program is specialized to meet the specific goals of the patients, whether they are trying to manage a chronic condition, lose weight, manage pain, or simply attempt to live their best life possible. After completing the program, patients are also offered follow-up services to check on their progress.
2. Weaknesses
The first weakness of this program is that it can be quite expensive since most often than not, it is not covered by the insurance companies. Of course, the information on the website advises patients to call their insurance providers, but the reality is that the patients are forced to pay cash to enroll in the program. Second, it can be time-consuming hence not ideal for those who run a very busy schedule. The program requires a complete change of habits all the way from how people eat to how they shop. Furthermore, patients are expected to check-in with their professional advisors every so often hence missing sessions will make the program unsuccessful. Lastly, one has to be in Rochester, MN, to enjoy the program. This means that most people are geographically disadvantaged.
3. Opportunities
There is an opportunity to embark on additional research in the areas of nutrition, resiliency, physical activity and stress management. The health facility can join efforts with external experts to improve the program. Secondly, there is a lot of opportunity in the online community. Since not everyone can make it to Rochester, coming up with an online version of the program with a 24-hour support service will be beneficial to both the organizations and patients located in other parts of the globe. Lastly, the management can consider taking the program to organizations as part of their wellness plan. From experience, most organizations will be more than willing to enroll their staff in the program.
4. Threats
Competition from organizations offering the same services at a lower rate or even for free. Since healthy living is taking over people's lives, many organizations are offering wellness programs at very low prices. Second, with the influx of more similar programs, the Mayo Clinic Wellness program might experience a turnover. Changes in insurance plans pose another threat for enro.
1
Hospital Readmission Rates
Kaylee Chauvin
West Coast University
NURS 350: Research in Nursing
Mrs. Sandy Daisley
September 5th, 2021
2
Hospital Readmission Rates
Hospital readmission is characterized as an emergency clinic affirmation that happens
inside a predefined time after release from the principal confirmation. The re-hospitalization rate
was considered a sign of the eminence of the hospital's clinic and was displayed to reflect a
measure of patient attention. Re-hospitalization results in longer hospital stays and more
emergency clinic resource use. An increase in readmission rates and increasing the use of
innovation, leads to increased incomes, even if the consideration may mean that it may not be
effective. Re-hospitalization is an exorbitant cost for the clinic. Rather than spending money on
complex systems and high-severity patients, clinics can level assets by providing more start-up
confirmations for low-severity patients, or with appropriate release programs. You can invest in
reducing readmissions. Various procedures are used to solve the readmission rate problem, as
outlined in the PICOT question. It is used to determine best practices for working on results
within a month.
Description and background information
Once patients are released from the medical clinic, they imagine going through their days
recovering a lot at home until they improve (Upadhyay et al., 2019). Lamentably, for some
elderly patients, that does not occur. Medical clinic readmission for elderly patients is not just
distressing; however, it can likewise negatively affect a patient's general well-being. The
additional time a patient is in a clinic, the more probable they are to create genuine, conceivably
hazardous diseases, for example, medical clinic procured pneumonia. Finding a way ways to
decrease clinic readmissions in the elderly is fundamental. In addition to the fact that it protects
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very true!
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we are interested in the nursing procedures (interventions)
3
the clinic from potential Medicare fines, however, it helps keep probably the weakest individuals
from the community (the elderly) strong and healthy.
Various strategies are used to address the issue of readmission rates. Framing partnership
with nearby medical clinics and different suppliers, helps make the recuperation interaction
simpler for elderly patients. At the point when they are released from the clinic, they're ready to
rapidly and easily find doctors, home medical care groups, and emergency clinics that not
exclusively will give quality therapy however that approach all past clinical records and
important data. Elderly patients can without much of a stretch become overpowered when given
a lengthy discharge document (Bjorvatn, 2013). HCPs should attempt to keep release guidelines
simple to peruse and clear. Neglecting to plan follow-u ...
Running Head: PHYSICIAN
PHYSICIAN 7
Health Care Provider: Physician
Marcia Harrison
Strayer University
Professor Hwangi Lu
July 28, 2019
Physician
Introduction
A healthcare system should be well organized and should consist of trained personnel who mainly work with a company or an organization. Physicians, nurses, doctors, pharmacists are some of the examples of health care providers. This is a system that provides professional services to patients that are in high need of treatment as inpatients who are treated generally as outpatients. I decided to select physicians as health care providers and also as medical practitioners since they are always in demand in the medical field, day after another. This is a professional medical practitioner or by simple terms, a doctor who has completed highly advanced training in providing a range of mostly non-surgical health care to patients. A physician should have adverse knowledge in a medical specialty. The main concern is to maintain, restore, and promote health via the study, treatment, and diagnosis of a disease of patients to ensure their wellbeing.
Direct Impact of a Physician
Most companies direct the efforts of their marketing towards physicians to the consumers who are their patients; the shots are put in the physicians through the sale of drugs and also by advertising in most of the medical journals. Most of the largest chunk is put in place towards the detailing of marketing expenditure through advertisement. Some direct adverse impacts towards physicians are the misleading claims, indications that are unapproved and also overstated clinical issues. It has led to patients heading to physicians on a matter regarding well preventive healthcare (Machanda, 2005) since most drug adverts have left patients having an excellent aid of discussions with their physicians regarding treatment through which only safe drugs are allowed.
Physicians and their patients have put into caution through dealing with advertisement of drugs as they use forums which are web-based for their advertisements as they have a literature of promotion on their background which makes them be excluded in the blacklist by companies and by the agency of the regulatory. The detailing through rifeness over the drugs life has been adopted as an explanation of better effectiveness and efficiency of physician firms and improvement of patient’s health. As an industry, it plays a vital role in the economy of the world and also promoting the welfare of the consumers who are the citizens of the nation towards the healthcare industry.
Strategy for a Physician
Data integrity is a critical strategy that physicians ought to adopt for the statistical review and pattern utilization as a technological step in the medical field, this will help in recoding the patients ...
RUNNING HEAD: Progress Report1
Senior Project Progress Report
Melonie Lindsey
HCA 459
Vicki Sowle
June 2, 2014
Topic:
The topic that I selected for my senior project was “challenges of employee recruitment and retention of health care professionals”. I chose this topic because it is a growing problem among the healthcare institutions. The professionals who are capable of delivering best efforts in health care institutions are less in number and the opportunities that they have in this modern world are a lot. The human resources department of health care institutions adapt many modern ways to overcome these challenges. It is very interesting to understand such modern methods of human resources department for employee retention. At the same time, it’s interesting to visualize how the employees react to the actions performed by the human resources department of such healthcare institutions. In case the human resources department is unable to retain their employees irrespective of the hard measures taken by them, the backup plans executed by them in such cases are also worth studying.
Organization Specific Rationale:
New York Presbyterian is the health care organisation that I have selected for my senior project. This health care organisation is one of the top medical service providers in US. They have won several awards for maintaining good quality in delivering the health care services. The latest award that they have won is the “Energy Star Award” from EPA. This health care organisation offers a wide variety of medical services for their patients. The staff of this organisation is highly capable of delivering the best results. (http://nyp.org/, n.d.)
There are several challenges and opportunities that impact the balance between the health care costs for this organisation. Although NYP (New York Presbyterian) is a known name in medical field, it has to enforce several strict measures to control the cost and maintain steady income. The services offered by NYP are high class services so it’s not necessary that all the insurance plans cover it. Therefore only a specific category of patients can afford to have a treatment from this hospital. The running cost of the medical equipment installed in this hospital is also very high therefore the government aides are often necessary for this hospital. The salaries of the staff (including doctors) is also a major expense for the organisation.
NYP does not compromise with the quality of the health care services. Although the cost is directly proportional to the quality, the organisation manages its cost in such a way that the reputation of the hospital is never at stake. The multiple awards that are received by NYP is a result of the consistent reputation of the hospital is never at stake. The multiple awards that are received by NYP is a result of the consistent quality delivery. (http://nyp.org/services/index.html, n.d.)
Training:
The intended audience for this training can include t.
What Patients Really Expect from Medical Treatment: A Comprehensive Guidenowmedical ltd
As healthcare services become increasingly accessible, more and more people are expecting the best possible medical treatment. Patients want to be sure that they will receive the highest quality of care and that their expectations for their health will be met.
What Patients Really Expect from Medical Treatment: A Comprehensive Guide
Ravine Ridge Marketing Plan
1. 2013
Kacie Higgins, Maly Kongsynonh, Justin
Miller, and Michael Rudy
Ravine Ridge
12/9/2013
RAVINE RIDGE MARKETING
PLAN:SCHOOL TEACHERS
2. Higgins, Kongsynonh, Miller, Rudy
Executive Summary
Ravine Ridge is an inpatient/outpatient facility that will be opening up in Spring 2014. It is
located in a serene, relaxing environment that will help promote healing. The overall target
market is the teachers of school districts in Williamsport and nearby areas. Ravine Ridge’s main
competitors will be other inpatient/outpatient physical therapy centers, hospitals, and in home
therapy centers. To enhance our product, we will be offering evening hours, assistance with
paperwork, and personalized treatment. Each patient will be able to choose which therapy
techniques they want to do for their plan and during each treatment they will be offered
refreshments so they feel comfortable. Our goal is to get the patients into our program as
quickly as possible, and to get them back in the classroom as fast as possible.
To create these goals Ravine Ridge will use a wide variety of integrated marketing
communications. They will attend school board meetings to hand out promotional material and
answer questions. They will also heighten their online presence while also connecting on
Facebook, and create positive public relations through a 5K. These techniques will help reach
their target audience and show their patients that they are the rehabilitation center to choose.
Internal
Ravine Ridge will be a short tem inpatient and outpatient rehabilitation facility with many
features that will help provide a quality physical therapy environment for patients. They are
offering a seven day therapy program of intense rehab with state of the art equipment. The
rooms at Ravine Ridge will have a spa like feel, so patients do not feel like they are in a hospital
setting. If patients want to stay at the facility, they must complete at least three hours of
therapy. Ravine Ridge is also very accommodating when it comes to the patient’s payment
methods. They take insurance, Medicare, Medicaid, HMO, and Geisenger. Since post-acute
care is such a huge element of the United States Health Care services, Ravine Ridge’s inpatient
and outpatient rehabilitation facility will help people ease themselves back into the community
and back to their previous level of functioning.
Customer
Ravine Ridge will have a broad range of customers, and focus on any age that needs
rehabilitation. Patients in the physical therapy market who claim workers compensation are
getting physical therapy costs cut because physical therapists are cutting down on patient time
and conducting regular reviews on patient’s treatment. This means that it’s technically cheaper
to go to a short term rehabilitation center than take the rising costs of outside physical therapy.
The only down side of this may be that patients who claim workers compensation may be
skeptical of physical therapy because some services take longer and their bills will accumulate.
One strategic plan that the Critical Access Hospital thought of was to partner with a local school
3. Higgins, Kongsynonh, Miller, Rudy
district to provide physical and occupational therapy to their student athletes. Ravine Ridge can
use this tactic to their advantage because it will allow them access directly to a market.
Partnering with the local colleges and schools will help provide younger clientele with athletic
injuries. Ravine Ridge will also want to focus on other methods on being a success with their
patients. One key to having a successful rate of customers is having a social connect ion
between the therapist and the patient. They will also want to help patients grow with the six
dimensions of wellness– physiological, intellectual, spiritual, emotional , vocational, and
sociological, which will give the patients therapy a more upbeat and enjoyable experience.
External
Competition
Ravine Ridge’s competition includes other hospitals that have rehabilitation functions such as
Geisinger Health Centers, Susquehanna Health, and ManorCare Health Services. Ravine Ridge
also needs to be aware of in home care options, as well as physical therapy centers such as
Lycoming Physical Therapy and Able Physical Therapy.
Economic
Some economic factors that play a part include the fact that Williamsport has been seeing an
economical boost, but there is still an overwhelming amount of lower economic status citizens
that should have the ability to receive care for injuries. Research has also shown that
consolidation of healthcare organizations (through the American Care Act) leads to higher costs
and pricing. This influences people to not want to get physical therapy, even when they might
need it. CMS is also cutting $70 million in payments for Medicare part B outpatient physical
therapy. The cut is known as “Multiple Procedure Payment Reductions” (MPPR) and it reduces
the payments for billing on multiple codes. The American Occupational Therapy Association
(AOTA) says that this cut fails to recognize the importance of each type of therapy needed and
limiting it will only hurt the patient.
Legal and Regulatory
Many of the patients in a study fell into the elderly age range that showed that many of the
payments came from Medicare. This will be important for Ravine Ridge because they will need
to be prepared to work with Medicare and know how the system works and all of the legal
specifications that they must follow when working with Medicare and other forms of health
care. There was also one issue that was brought up was patients being worried about distrust
and difficulties when it came to insurance and health professionals. There was also that
Medicare fraud scheme that reached $1.9 million that created fictitious physical and
occupational therapy records. It is important to make sure patient’s payment plans will be
4. Higgins, Kongsynonh, Miller, Rudy
accepted and that Ravine Ridge will have quality doctors that follow legal procedures for their
patients.
Political
Research shows that post-acute care facilities may have trouble managing beneficiaries care
from post-acute care provides outside of accountable care organizations (ACO) due to
ObamaCare. This is because if a facility outside of an ACO plan organizes their company with
different standards, they will not be able to force ACO standards and may not permit that
person to stay there. This could potential cause issues for Ravine Ridge with certain health care
providers. Also, with the American Care Act /Obamacare, if citizens/employers cannot afford to
cover insurance, there will be monetary fines. This will cause issues for those who cannot
afford Obama care because there will be less money for them to get these treatments.
Sociocultural Trends
Since physical therapy can be used for preventative purposes, educating the patient so they
know what they need in reference to getting better and back to work is important so they can
explain to their employers what went wrong and how to make sure they stay healthy. They
found it was important for the patient’s recovery to encourage participation from the patient to
do things by themselves and promoting self-efficacy. It is important to make sure that Ravine
Ridge encourages their patients to be given the opportunity to do things by themselves. Since
independence is an important and valued trait in today’s society, it is important that patients
know they will be able to help care for themselves. One rehab center creates programs and
activities for their patients to encourage their process and promote self-confidence. One thing
that they do is an Annual Patient Fashion show where people who have been through terrible
injuries show how far they have come to their love ones. They also have other annual sport
competition and shows for patients to demonstrate their progress. This could be a good
technique for Ravine Ridge to promote their progress and give them something to work
towards. Another thing that was deemed important to the patients was the staff and the
center was the physical appearance. Employees and staff members were to wear clean,
uniformed scrubs with name tags with certifications to project a professional, knowledgeable
staff. The staff and environment of Ravine Ridge should be clean and professional to attract
patients. It is also a fact that physical therapists are getting inpatient and outpatients through
the process faster. They are trying to shorten their time in the hospital setting; therefore more
people will look into rehabilitation and inpatient and outpatient services because they are
faster and less expensive. There is also research to show that equine-assisted therapy is used
to make it seem less like therapy and more like fun, which Ravine Ridge can benefit from doing.
5. Higgins, Kongsynonh, Miller, Rudy
Technological
New technology keeps popping up that physical therapists can benefit from. This includes
when undergraduate students developed an inexpensive portable tracker for patients and their
therapists to measure the rehabilitation process. This allows the therapist at the rehabilitation
center to get detailed information on that patient and their movements. Another technological
advancement is when MIT created physical therapy robots to help challenge patients
movement and help them create exercises. The robots are used in place of the therapist and
help the patient’s therapy go by quicker. There is also a new lab is being built with some
extremely advanced technology in order to monitor and track patients progress. As well as a
new lab is being built with some extremely advanced technology in order to monitor and track
patient’s progress. It has 3D motion analysis capabilities, 25 cameras to review human
movements to be used by physical therapists.
6. Higgins, Kongsynonh, Miller, Rudy
SWOT Analysis
Strengths
Ravine ridge will be a short term
inpatient/outpatient
Brand new facility
Provide transportation
Friendly employees
Experience doing physical therapy
with elderly
Take multiple insurance carriers
Rehabilitation center
7 day high intensity therapy
rehabilitation program
Tranquil environment
Three hours of therapy required to
qualify to work there
State of the art equipment for
therapy
Weaknesses
Normally known for elderly care
Don’t accept all insurances
Little experience doing physical
therapy with other segments
As of now, no customer loyalty
Opportunities
Broad range of customers (all ages
need therapy)
Schools need physical therapy
Physical therapy is now being used
as a preventative measure
Many elderly use Medicare, which
Ravine Ridge accepts
Physical therapy is being used for
prevention
People get hurt on the job because
they are unaware of hazards
High costs of hospitals are driving
people towards inpatient and
outpatient services because they
are faster and less expensive
Constant technological
development increase capabilities
of industry
Patients want personalized
treatment
Threats
Patients unsure about physical
therapy
Multiple bills
Time consuming
Geisinger, etc.
Workers compensation therapy
takes too much time
Consolidation of health care
organizations leads to higher cost
and pricing
American Care Act,
citizens/employers cannot cover
insurance, resulting in fines
7. Higgins, Kongsynonh, Miller, Rudy
Goals and Objectives
Our goal will be to get the teachers back in the classroom as soon as possible. We want to
target the people who could get hurt on the job by creating a diverse marketing plan that will
increase awareness of injuries. One objective is to have the easiest program for teachers to
work with. We will create a program that will work with teacher’s schedules so they do not miss
class. We will have flexible hours with evening hours that will be for patients to come after
work. Another feature that will be helpful for teachers to complete their physical therapy is that
we will help them with the correct paperwork. We want to be able to get patients into therapy
as quick as possible and be able to have them back to work quickly.
Competitive Advantage
Our competitive advantage will be to focus on customer intimacy. We will make each of the
patients feel important by personalizing treatment and keeping in contact with them after they
are discharged.
Strategic Focus
We will focus on having a diversified strategic focus due to the fact we have many internal
strengths and externals threats because they do not have to resources to be aggressive yet.
Target Market
The primary target market for Ravine Ridge will be faculty and staff of the surrounding schools.
We will focus on Williamsport Area School District, South Williamsport Area School District,
Muncy School District, Montoursville Area School District, and Jersey Shore Area School District.
We would promote that Ravine Ridge has a relaxed, non-hospital like feel that will entice
people to choose this environment and that it will help the teachers get back in the classroom
fast. Ravine Ridge should specialize in this demographic because it can base it’s physical
therapy program off of preventing injuries on the job, while quickly rehabilitating the people
who are there to get treatment.
9. Higgins, Kongsynonh, Miller, Rudy
Product Strategy
Some key features that Ravine Ridge offer will include physical therapy, new technology,
bariatric care, at home treatment training. A benefit to their physical therapy, is that they will
offer inpatient and outpatient treatment. Some key advantages to their new technology are
that they will be able to track patient’s progress and be able to send those reports to the
patient’s employers letting them know how they are progressing. This will also help the
employers by showing them that the patient is on track and they will not be taking more money
from the company than is needed. Another benefit for the bariatric patients is that Ravine
Ridge will have tracks around the rooms to help lift them out of their beds. Lastly, the company
is also offering transportation to the facility, which helps patients who are severely physically
injured and cannot get there themselves.
To create an excellent product, it will be crucial to have personalization options available. A
personalization that will be available is for patients to pick their workouts. Patients will be
given options and then they will be able to choose which one they would like to use for their
treatment that day. This will allow for clients to feel as though they are in charge of their
workouts. Ravine Ridge will also offer at home treatment training, which helps the patients
exercise at home as well. The patients will be given equipment, i.e. exercise bands, and they
can continue to work on the exercises when not at Ravine Ridge. Also one week after patients
are discharged, Ravine Ridge will send them a post card or email checking up on them. This will
show the personal experience Ravine Ridge has and reinforce how important each patient is to
Ravine Ridge. After that, we will periodically send mailings to those customers so they know we
are still thinking about them.
Ravine Ridge will also have supplemental products for the patients at the facility. There will
also be a masseuse and a beautician and barber coming in every week for anyone who wants or
needs the service. This also allows these patients to maintain a professional look when coming
back to work, as well as helps them feel better about themselves. They will also offer a
meditation class once a week, as well as a yoga class for any patient that wants to participate in
them. Another product enhancement is having refreshments, like Gatorade and granola bars,
during the patient’s physical therapy sessions. This will provide comfort to the patients and
allow them to keep up with their workouts without having to stop and get a drink.
10. Higgins, Kongsynonh, Miller, Rudy
Pricing Strategies
Ravine Ridge will introduce its services with a prestige pricing strategy to promote an image of
superior quality. This will show the consumer that Ravine Ridge will provide the best quality
services and treatments in the area. A problem with using prestige pricing with the school
worker segment, is that generally high school teachers and faculty have a limited income.
However, with workers compensation and all of the product benefits, we will still attract many
clients. We will also choose prestige pricing because first time users will not be able to judge
what the appropriate price for these services is. We will also use prestige pricing objectives to
give a high quality status to Ravine Ridge’s physical therapy.
We chose these strategies and objectives because we want to create an image of excellence,
worth, and distinction. We did not want to have the cheapest services because that could
convey an image of not having the highest quality services. To attract consumers to our
services, we would emphasize this is the best service versus our competitors.
It is important to be aware of situations that can affect price to be more sensitive. One example
would be that there are other options in the area with similar services, and with requesting
information there would be ways to compare the costs of each facility. Factors that decrease
price sensitivity include many perceived product benefits to our services at Ravine Ridge, and
situational influences, such as injuries, that require physical therapy. The perceived benefits of
Ravine Ridge are the serene environment of the location that will allow patients to feel as
though they are at the spa or on vacation. Considering that the injury was generally unexpected
and/or traumatic, it would be beneficial to provide the most relaxing experience. By
incorporating additional products, like in school physical therapy sessions after discharge and
take home treatment equipment, will make Ravine Ridge’s services more valuable.
We do not feel as though it is necessary to have specific pricing tactics for Ravine Ridge, due to
the fact we want to keep a prestige reputation and appearance, and we could not find any that
would fit for this service.
Distribution Strategy
Ravine Ridge’s distribution strategy will focus on exclusive distribution, so that way they can
illustrate that they have a prestige image. We are targeting to a well-defined market segment
of high school faculty and we want them to realize just how valuable Ravine Ridge’s services
will be. It is also a good idea to have exclusive distribution because Ravine Ridge’s buyers will
be willing to search for and travel to the facility just to purchase the service because they
realize how valuable it is.
11. Higgins, Kongsynonh, Miller, Rudy
Integrated Marketing Communication
Our cohesive statement for our integrated marketing campaign will be focused around the
slogan “Getting you back in the classroom before the bell rings” to emphasize our focus on
teachers.
Advertising
Our advertising campaign will focus on handing out printed material to teachers, school boards,
and superintendents. We will also be present at teacher expos, professional development
seminars, and career fairs to hand out promotional material and do personal one on one selling
about our services. Additionally, we will use billboards to promote our services. To further our
personal selling beyond teacher expos, we will set up meetings with superintendents, teachers,
and school board members to educate them on the importance of keeping teachers in the
classroom and healthy.
Our advertising plan will incorporate billboards around Williamsport that show images that
complement the slogan “Getting you back in the classroom before the bell rings” with Ravine
Ridge’s brand logo to create brand recognition and let potential customers know what Ravine
Ridge offers.
Sales Promotion
Our sales promotion techniques will feature free promotional products to those who attend our
events and meetings. Those items will be things teachers need in the classroom, like mouse
pads, pens, and other items. This will be used so the target market recognizes the name, Ravine
Ridge, and will be inclined to use Ravine Ridge when hurt on the job and need treatment. We
will meet with the school districts at their monthly school board meetings to create a
relationship with the school board and build awareness. We will then host monthly free
information sessions during the schools lunch hour that teachers can come to us and ask
questions and see demonstrations about how daily job duties should be conducted. Our free
merchandise will be available to those who come to these meetings.
Another technique will be to go to MedExpress to show the preventative measures and build a
relationship so we can get referrals from them. In conjunction with that, we will also do
cooperative advertising with MedExpress and medical supply stores. This will allow for
MedExpress to be inclined to refer patients to us and in return they will be able to purchase
materials from the medical supply stores and MedExpress can be used for check ups.
Public Relations
We will also communicate with our potential consumers through press releases when we open
Ravine Ridge and when we have different events. One event we will sponsor is a 5K marathon
to promote the opening of Ravine Ridge. We will use the marathon to benefit the James V.
12. Higgins, Kongsynonh, Miller, Rudy
Brown library, and in return, it will help the community by increasing literacy programs to
benefit the community.
Social Media
Finally, we will have a Facebook page to keep in contact with patients. They will be able to give
testimonials, and tell others about their experiences at Ravine Ridge. With their patient’s
permission we can feature stories about their process. Another feature of the Facebook page is
that it will be used for weekly tips that will demonstrate proper work etiquette for their
potential patients. We will also feature a weekly exercise video that can be used for current
patients, past patients, and other potential patients.
14. Higgins, Kongsynonh, Miller, Rudy
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