This document provides a situation analysis for Hospital de Diagnóstico, a private hospital system in El Salvador. It discusses the hospital's background, strengths, weaknesses, opportunities, threats, existing communication efforts, targeted publics, and key messages. The hospital aims to establish itself as a "first-world hospital in a third-world country" and attract medical tourists, especially Salvadorans living in the US. While it has advanced technology, safety concerns in El Salvador pose a threat. The analysis evaluates the hospital's website, social media presence, and recommendations to engage more publics through digital platforms.
Strategic Plan for Hospital de DiagnósticoChip Lowe
The strategic plan aims to increase medical tourism and patients at Hospital de Diagnóstico in El Salvador by targeting Salvadorans in the US. Key objectives include increasing awareness of the hospital's affordability and technology among Salvadoran Americans through community events and partnerships with organizations. A digital media strategy will maintain social media platforms and generate online leads. Surveys and testimonials will enhance the hospital's reputation as a first-class, safe facility with state-of-the-art equipment.
The document discusses how the filmmaker attracted and addressed their target audience of mainstream horror fans through their research and planning. They conducted genre research which showed that stereotypical horror imagery like blood and fire is commonly used. They included this imagery in the opening to entice horror fans. Mise-en-scène research found that low-key lighting adds drama and is commonly used in horror, so it was used in the opening. Primary audience research found that horror fans responded best to stereotypical imagery, so it was included to draw in the target audience.
A cybersecurity presentation discusses the threats of cyber attacks and data breaches. It notes several major breaches including those against Target, Home Depot, Anthem, and Sony. The presentation outlines challenges in preventing attacks, including inconsistent security practices, lack of employee awareness, and advanced threats. It emphasizes having a cybersecurity strategy, policies and procedures, monitoring, response plans, and continual improvement of defenses.
El documento proporciona instrucciones para dos días de clase sobre Microsoft Word y Excel. Los estudiantes deben completar ejercicios en Word que incluyen sumas automáticas y luego crear una tabla en Excel para calcular resultados y generar un gráfico a partir de los datos. También deben completar actividades de la guía de trabajo de páginas 55 a 59 o en su cuaderno. El profesor proporciona su correo electrónico, blog y página de Facebook para obtener más información.
Testing in Agile: Antipatterns and Remedies (Draft)kksure
The document discusses common anti-patterns in testing practices for agile development and how to remedy them. It describes 8 stories of anti-patterns such as "it works on my machine" where teams work in silos, "I found 80 defects this week" which focuses on numbers over quality, and "let's automate everything" without considering ROI. These anti-patterns violate agile principles like collaboration, frequent delivery, and technical excellence. The document recommends remedies like sharing responsibility, prioritizing value over complexity in test automation, and ensuring business involvement and a definition of done.
Clirik featured product gypsum micronizer with ceisoAmmy Cheng
The document describes the Clirik Gypsum Micronizer, which is used to grind materials into fine powders between 325-2500 mesh. It can process materials with Mohs hardness under 9 like coal, mica, talc, and limestone. The micronizer has high efficiency, long-lasting parts, safety, and adjustable fineness between 325-2500 mesh. It works by using rollers and rings to grind materials into fine powder and includes additional equipment like filters and conveyors.
Strategic Plan for Hospital de DiagnósticoChip Lowe
The strategic plan aims to increase medical tourism and patients at Hospital de Diagnóstico in El Salvador by targeting Salvadorans in the US. Key objectives include increasing awareness of the hospital's affordability and technology among Salvadoran Americans through community events and partnerships with organizations. A digital media strategy will maintain social media platforms and generate online leads. Surveys and testimonials will enhance the hospital's reputation as a first-class, safe facility with state-of-the-art equipment.
The document discusses how the filmmaker attracted and addressed their target audience of mainstream horror fans through their research and planning. They conducted genre research which showed that stereotypical horror imagery like blood and fire is commonly used. They included this imagery in the opening to entice horror fans. Mise-en-scène research found that low-key lighting adds drama and is commonly used in horror, so it was used in the opening. Primary audience research found that horror fans responded best to stereotypical imagery, so it was included to draw in the target audience.
A cybersecurity presentation discusses the threats of cyber attacks and data breaches. It notes several major breaches including those against Target, Home Depot, Anthem, and Sony. The presentation outlines challenges in preventing attacks, including inconsistent security practices, lack of employee awareness, and advanced threats. It emphasizes having a cybersecurity strategy, policies and procedures, monitoring, response plans, and continual improvement of defenses.
El documento proporciona instrucciones para dos días de clase sobre Microsoft Word y Excel. Los estudiantes deben completar ejercicios en Word que incluyen sumas automáticas y luego crear una tabla en Excel para calcular resultados y generar un gráfico a partir de los datos. También deben completar actividades de la guía de trabajo de páginas 55 a 59 o en su cuaderno. El profesor proporciona su correo electrónico, blog y página de Facebook para obtener más información.
Testing in Agile: Antipatterns and Remedies (Draft)kksure
The document discusses common anti-patterns in testing practices for agile development and how to remedy them. It describes 8 stories of anti-patterns such as "it works on my machine" where teams work in silos, "I found 80 defects this week" which focuses on numbers over quality, and "let's automate everything" without considering ROI. These anti-patterns violate agile principles like collaboration, frequent delivery, and technical excellence. The document recommends remedies like sharing responsibility, prioritizing value over complexity in test automation, and ensuring business involvement and a definition of done.
Clirik featured product gypsum micronizer with ceisoAmmy Cheng
The document describes the Clirik Gypsum Micronizer, which is used to grind materials into fine powders between 325-2500 mesh. It can process materials with Mohs hardness under 9 like coal, mica, talc, and limestone. The micronizer has high efficiency, long-lasting parts, safety, and adjustable fineness between 325-2500 mesh. It works by using rollers and rings to grind materials into fine powder and includes additional equipment like filters and conveyors.
Rosie Jones was chosen to play the protagonist Laura because having a female protagonist conveys the ideology of empowered women. Rosie has some acting experience and identifies with the character.
Liam Wilkinson was chosen to play the gang leader Dave because he is older which conveys male dominance, and he enjoys acting and is reliable.
Chenga Yvonne was chosen to play Shanon because she has confidence, highlighting that women can be influential, and she was available, confident, and enthusiastic about the production. The gang also includes people of various races to show race is unimportant in the narrative.
Hadrian Rigley stepped in to play Jake after another actor dropped out. He is reliable and lives near a
This document analyzes 12 shots from a film scene involving a car accident. Shot 1 establishes the setting over 3 seconds. Shot 2 shows the characters talking for 2 seconds. Shot 3 is a 4 second point-of-view shot from the daughter's perspective. Shot 4 is a longer 7 second close-up of Paul to show something is wrong. The following shots use very brief fractions of a second to depict the crash in a realistic, impactful way, with Shot 11 showing the pole hit Paul for 2 seconds. Shot 12 lasts 18 seconds as the outro after the fast-paced climax.
This power presentation shows the overall details and denotes the different Services Interested in:
=>Research Subscription
=>COMMODITY
=>Stock Cash
=>Stock Futures
=>Nifty Futures
=>Options
=>CURRENCIES
=>Mutual Funds
Este documento discute los beneficios del aprendizaje colaborativo y cómo diseñar actividades efectivas para este propósito. Explica que el aprendizaje colaborativo crea interdependencia positiva entre los estudiantes, genera debates valiosos y facilita el intercambio de conocimientos. También destaca la importancia de formar comunidades de aprendizaje, asignar roles, gestionar conflictos y realizar evaluaciones mutuas para lograr los objetivos del aprendizaje colaborativo.
The document discusses metrics that are useful for planning and evaluating e-discovery projects, including source gigabytes per project, types of source media, de-duplication levels, custodians per project, percentage of data that is email, reviewers per project, gigabytes produced per project, and ratio of pages reviewed to produced. It then provides charts and analysis on trends in these metrics based on data from nearly 4,000 e-discovery cases over six years, finding that source data sizes and de-duplication levels are increasing while custodians, reviewers, and data produced per project are decreasing.
Презентація про проблеми громадського транспорту, пропозиції до змін, зарубіжний досвід. Громадські слухання 3.03.2015 у Личаківській РА м.Львова
Автор і доповідач - Дем'ян Данилюк.
I hope you have found this issue to be informative and helpful in your work. Please send me any information you'd like posted in upcoming issues.
Any recommendations to improve this communique would be most appreciated!
And if you’d like to support the Center’s work with a tax deductible donation, that would be fantastic and do a great deal: http://centerforglobalinitiatives.org/donateNow.cfm
Cheers, and thank you for your work,
Chris
The Mayo Clinic, known for treating international leaders, .docxoreo10
The Mayo Clinic, known for treating international leaders,
recently saw the president of a central Africa country in its halls.
Teodoro Obiang Nguema Mbasogo, the president of the Republic
of Equatorial Guinea, was in Rochester, New York, for a checkup,
clinic officials confirmed. Security officers and limousines—not
an uncommon sight in Rochester—signaled his visit.
Nguema Mbasogo assumed the leadership of his country
with a coup that overthrew his uncle. His country recently
began working with the U.S. Agency for International Devel-
opment, under the leadership of a dean of the University of
Minnesota’s Hubert H. Humphrey Institute of Public Affairs,
to improve Equatorial Guinea’s social services. Dean J. Brian
Atwood of the institute is overseeing this effort. He went to
Equatorial Guinea in June, and a second meeting is scheduled
for this month.
The Mayo Clinic has a long international history, providing
care to international patients since its inception. Despite its his-
tory and reputation, however, the marketing staff continues to
monitor the international market to gauge the level of awareness,
reputation, and attractiveness of the Mayo Clinic around the world.
This institution has used word-of-mouth marketing to maintain its
global reputation.
Marketing, as most formally defined, historically was not a
critical factor in delivering patients to Mayo Clinic. Indeed, the
marketing department at Mayo Clinic has existed for only the past
20 years, and patients have been coming for care for more than a
century. The Clinic believes that the marketing department pro-
vides valuable information to physicians and their support staff—
information that helps them deliver better care, highlights their
patients’ wants and needs, and educates them as to what’s going
on in the marketplace.
In reality, however, it’s the providers themselves—the doctors,
nurses, receptionists, and all the rest of the allied health staff—
who bring in business by creating positive experiences for patients.
Patients who leave Mayo Clinic highly satisfied with their care
will return to their communities in the United States and elsewhere
and say good things to their family and friends. And these family
members and friends in turn travel to Mayo Clinic when they need
tertiary or quaternary medical care. Although the marketing divi-
sion strives to provide excellent internal support, it is the doctors
and other care providers who have created and maintained a brand
of healthcare excellence.
Despite the hype surrounding what has been presented as
the highly lucrative international marketplace, “international”
is not something new at Mayo Clinic. Experience and research
indicates that “international” is a part of who the Clinic is, as
well as how the market defines it. Nearly 100 years ago, the
founders, a family of physicians named “Mayo,” created an
international legacy by traveling ...
CASE 3-1 International Marketing Research at the Mayo Clinic.docxannandleola
CASE 3-1 International Marketing Research at
the Mayo Clinic
In recent years, however, it has begun to study the international
patient population in particular and the international marketplace
in general. These studies fall into a few categories and grow in
number in proportion to the organization’s understanding (or per-
haps greater understanding of how much it does not know) of the
international marketplace.
First, the Mayo Clinic tracks international patient trends rather
carefully, which seems like an obvious place to start. But as in
most data tracking, the value of the concept is significantly more
straightforward than the logistics of acquiring consistently reliable
data. Internal data systems must be coordinated—a significant un-
dertaking for any institution, and particularly hard when dealing
with a large and complicated infrastructure. To give a simple ex-
ample, data fields must be made uniform—not just on one data
system, but on all of them. Rather than a free-text field, for ex-
ample, that allows a registrant to enter Venzuela, or Venosuela, or
Vensuala, or maybe even Venezuela, the Mayo Clinic pushes for a
predefined field that provides standardized information.
The Clinic monitors international data by the quarter, care-
fully watching trends over time by country or region, tracking sig-
nificant changes in volume, hospitalization rates, and percentage
of new patients out of any given market. For example, it knows
it has between 9,000 and 10,000 patients, depending on the year,
from more than 160 different countries annually. Some are third-
generation patients—maybe their grandfather was cured there in
the 1930s—and others are brand new. Some are neighbors from
Ontario or Monterrey; others come all the way from Indonesia.
Some markets are significantly less predictable than others, and
some countries deliver more “new” patients than others. The Mayo
Clinic probes further to figure out why.
Second, it conducts research with internal salespeople—the
physicians and their support staff who deliver care to international
patients. Through carefully moderated focus groups, the Clinic
identifies the things that are going smoothly, as well as the barri-
ers to providing excellent care. And where appropriate, it makes
recommendations for change.
Third, just as with U.S.-based patients, the healthcare in-
stitute conducts both quantitative and qualitative research in
the international marketplace, including research with patients,
international physicians, and international healthcare consum-
ers, designed to help it understand why people choose to leave
their own communities for healthcare, why some of them come
to Mayo Clinic, and why others do not. It works hard to un-
derstand how healthcare decisions are made so it can better
assist decision makers, physicians, and their staff in providing
care. The Clinic positions itself to offer counsel on where to
best expend valuable institutio.
O U T L I N E O F C A S E S 3-1 International Mar.docxjoyjonna282
O U T L I N E O F C A S E S
3-1 International Marketing Research at the Mayo Clinic
3-2 Swifter, Higher, Stronger, Dearer
3-3 Marketing to the Bottom of the Pyramid
3-4 Continued Growth for Zara and Inditex
3-5 A Sea Launch Recovery?
PA RT S I X
cases 3 ASSESSING GLOBAL MARKET
OPPORTUNITIES
cat2994X_case3_001-019.indd 1cat2994X_case3_001-019.indd 1 8/27/10 2:14 PM8/27/10 2:14 PM
CASE 31 International Marketing Research at
the Mayo Clinic
In recent years, however, it has begun to study the international
patient population in particular and the international marketplace
in general. These studies fall into a few categories and grow in
number in proportion to the organization’s understanding (or per-
haps greater understanding of how much it does not know) of the
international marketplace.
First, the Mayo Clinic tracks international patient trends rather
carefully, which seems like an obvious place to start. But as in
most data tracking, the value of the concept is signifi cantly more
straightforward than the logistics of acquiring consistently reliable
data. Internal data systems must be coordinated—a signifi cant
undertaking for any institution, and particularly hard when deal-
ing with a large and complicated infrastructure. To give a simple
example, data fi elds must be made uniform—not just on one data
system, but on all of them. Rather than a free-text fi eld, for ex-
ample, that allows a registrant to enter Venzuela, or Venosuela, or
Vensuala, or maybe even Venezuela, the Mayo Clinic pushes for a
predefi ned fi eld that provides standardized information.
The Clinic monitors international data by the quarter, carefully
watching trends over time by country or region, tracking signifi -
cant changes in volume, hospitalization rates, and percentage of
new patients out of any given market. For example, it knows it
has between 9,000 and 10,000 patients, depending on the year,
from more than 160 different countries annually. Some are third-
generation patients—maybe their grandfather was cured there in
the 1930s—and others are brand new. Some are neighbors from
Ontario or Monterrey; others come all the way from Indonesia.
Some markets are signifi cantly less predictable than others, and
some countries deliver more “new” patients than others. The Mayo
Clinic probes further to fi gure out why.
Second, it conducts research with internal salespeople—the
physicians and their support staff who deliver care to international
patients. Through carefully moderated focus groups, the Clinic
identifi es the things that are going smoothly, as well as the barri-
ers to providing excellent care. And where appropriate, it makes
recommendations for change.
Third, just as with U.S.-based patients, the healthcare insti-
tute conducts both quantitative and qualitative research in the
international marketplace, including research with patients, in-
ternational phys ...
The document discusses the growing need for physicians to practice global medicine due to increasing international travel and mobility. It summarizes a new e-learning product called Viewpoints that was developed to train physicians to treat diseases of foreign origin and distinguish them from similar domestic conditions. Viewpoints uses interactive patient case studies to simulate real-world encounters and help physicians develop clinical competence in a globalized world.
World Child Cancer USA is a non-profit organization that works to improve cancer diagnosis, treatment, and care for children in developing countries. In 2015, they helped over 3,900 children globally and trained 1,500 healthcare professionals through their partnerships. They have launched a new program in Mexico focused on improving infrastructure like medical equipment, training 100 doctors and nurses, creating educational materials for parents, and starting family support groups to help more children complete treatment and improve survival rates. The annual report highlights their work saving lives in Mexico and thanks supporters for their generosity that allows these efforts.
How To Write An Analysis Essay. Online assignment writing service.Jennifer Wood
The document discusses physician-assisted suicide and provides arguments both for and against its legalization. It notes that those suffering from terminal illnesses often experience tremendous pain and suffering in their final months, and physician-assisted suicide allows them to die with dignity by avoiding this immense pain. However, others argue that legalizing it could allow some patients to be taken advantage of. The document aims to explore both sides of this complex issue.
The document summarizes Community Health of South Florida Inc.'s (CHI) celebration of National Health Center Week through a series of events including health fairs and forums. It discusses the importance of preventative healthcare and enrolling in the Affordable Care Act. While the Ebola virus poses little risk in the US due to standard precautions, people are still encouraged to see a doctor if experiencing symptoms and wash their hands regularly to help prevent the spread of disease.
El Paso County Public Health (EPCPH) continued collaborating with community partners in 2015 to provide public health services and programs. EPCPH investigated the county's first measles case in over 20 years and partnered with local agencies to prevent its spread. EPCPH also launched new programs like Community Resource Navigators to connect people to services. Moving forward, EPCPH plans to expand substance abuse, suicide prevention, and behavioral health services while conducting a community health assessment and improvement plan.
I hope you find this issue to be informative and helpful in your work. Please send me any information you’d like posted in upcoming issues.
The embedded links may not work in SlideShare, so please feel free to email me for a copy at DrChrisStout@gmail.com to be added to our email list.
You can join our Facebook Group and interact with over 1200 likeminded individuals at:
https://www.facebook.com/groups/CenterForGlobalInitiatives/
Any recommendations to improve this communique would be most appreciated!
And if you’d like to support the Center’s work with a tax deductible donation, that would be fantastic(!) and do a great deal: http://centerforglobalinitiatives.org/donateNow.cfm
Cheers, and thank you for your work,
Chris
Rosie Jones was chosen to play the protagonist Laura because having a female protagonist conveys the ideology of empowered women. Rosie has some acting experience and identifies with the character.
Liam Wilkinson was chosen to play the gang leader Dave because he is older which conveys male dominance, and he enjoys acting and is reliable.
Chenga Yvonne was chosen to play Shanon because she has confidence, highlighting that women can be influential, and she was available, confident, and enthusiastic about the production. The gang also includes people of various races to show race is unimportant in the narrative.
Hadrian Rigley stepped in to play Jake after another actor dropped out. He is reliable and lives near a
This document analyzes 12 shots from a film scene involving a car accident. Shot 1 establishes the setting over 3 seconds. Shot 2 shows the characters talking for 2 seconds. Shot 3 is a 4 second point-of-view shot from the daughter's perspective. Shot 4 is a longer 7 second close-up of Paul to show something is wrong. The following shots use very brief fractions of a second to depict the crash in a realistic, impactful way, with Shot 11 showing the pole hit Paul for 2 seconds. Shot 12 lasts 18 seconds as the outro after the fast-paced climax.
This power presentation shows the overall details and denotes the different Services Interested in:
=>Research Subscription
=>COMMODITY
=>Stock Cash
=>Stock Futures
=>Nifty Futures
=>Options
=>CURRENCIES
=>Mutual Funds
Este documento discute los beneficios del aprendizaje colaborativo y cómo diseñar actividades efectivas para este propósito. Explica que el aprendizaje colaborativo crea interdependencia positiva entre los estudiantes, genera debates valiosos y facilita el intercambio de conocimientos. También destaca la importancia de formar comunidades de aprendizaje, asignar roles, gestionar conflictos y realizar evaluaciones mutuas para lograr los objetivos del aprendizaje colaborativo.
The document discusses metrics that are useful for planning and evaluating e-discovery projects, including source gigabytes per project, types of source media, de-duplication levels, custodians per project, percentage of data that is email, reviewers per project, gigabytes produced per project, and ratio of pages reviewed to produced. It then provides charts and analysis on trends in these metrics based on data from nearly 4,000 e-discovery cases over six years, finding that source data sizes and de-duplication levels are increasing while custodians, reviewers, and data produced per project are decreasing.
Презентація про проблеми громадського транспорту, пропозиції до змін, зарубіжний досвід. Громадські слухання 3.03.2015 у Личаківській РА м.Львова
Автор і доповідач - Дем'ян Данилюк.
I hope you have found this issue to be informative and helpful in your work. Please send me any information you'd like posted in upcoming issues.
Any recommendations to improve this communique would be most appreciated!
And if you’d like to support the Center’s work with a tax deductible donation, that would be fantastic and do a great deal: http://centerforglobalinitiatives.org/donateNow.cfm
Cheers, and thank you for your work,
Chris
The Mayo Clinic, known for treating international leaders, .docxoreo10
The Mayo Clinic, known for treating international leaders,
recently saw the president of a central Africa country in its halls.
Teodoro Obiang Nguema Mbasogo, the president of the Republic
of Equatorial Guinea, was in Rochester, New York, for a checkup,
clinic officials confirmed. Security officers and limousines—not
an uncommon sight in Rochester—signaled his visit.
Nguema Mbasogo assumed the leadership of his country
with a coup that overthrew his uncle. His country recently
began working with the U.S. Agency for International Devel-
opment, under the leadership of a dean of the University of
Minnesota’s Hubert H. Humphrey Institute of Public Affairs,
to improve Equatorial Guinea’s social services. Dean J. Brian
Atwood of the institute is overseeing this effort. He went to
Equatorial Guinea in June, and a second meeting is scheduled
for this month.
The Mayo Clinic has a long international history, providing
care to international patients since its inception. Despite its his-
tory and reputation, however, the marketing staff continues to
monitor the international market to gauge the level of awareness,
reputation, and attractiveness of the Mayo Clinic around the world.
This institution has used word-of-mouth marketing to maintain its
global reputation.
Marketing, as most formally defined, historically was not a
critical factor in delivering patients to Mayo Clinic. Indeed, the
marketing department at Mayo Clinic has existed for only the past
20 years, and patients have been coming for care for more than a
century. The Clinic believes that the marketing department pro-
vides valuable information to physicians and their support staff—
information that helps them deliver better care, highlights their
patients’ wants and needs, and educates them as to what’s going
on in the marketplace.
In reality, however, it’s the providers themselves—the doctors,
nurses, receptionists, and all the rest of the allied health staff—
who bring in business by creating positive experiences for patients.
Patients who leave Mayo Clinic highly satisfied with their care
will return to their communities in the United States and elsewhere
and say good things to their family and friends. And these family
members and friends in turn travel to Mayo Clinic when they need
tertiary or quaternary medical care. Although the marketing divi-
sion strives to provide excellent internal support, it is the doctors
and other care providers who have created and maintained a brand
of healthcare excellence.
Despite the hype surrounding what has been presented as
the highly lucrative international marketplace, “international”
is not something new at Mayo Clinic. Experience and research
indicates that “international” is a part of who the Clinic is, as
well as how the market defines it. Nearly 100 years ago, the
founders, a family of physicians named “Mayo,” created an
international legacy by traveling ...
CASE 3-1 International Marketing Research at the Mayo Clinic.docxannandleola
CASE 3-1 International Marketing Research at
the Mayo Clinic
In recent years, however, it has begun to study the international
patient population in particular and the international marketplace
in general. These studies fall into a few categories and grow in
number in proportion to the organization’s understanding (or per-
haps greater understanding of how much it does not know) of the
international marketplace.
First, the Mayo Clinic tracks international patient trends rather
carefully, which seems like an obvious place to start. But as in
most data tracking, the value of the concept is significantly more
straightforward than the logistics of acquiring consistently reliable
data. Internal data systems must be coordinated—a significant un-
dertaking for any institution, and particularly hard when dealing
with a large and complicated infrastructure. To give a simple ex-
ample, data fields must be made uniform—not just on one data
system, but on all of them. Rather than a free-text field, for ex-
ample, that allows a registrant to enter Venzuela, or Venosuela, or
Vensuala, or maybe even Venezuela, the Mayo Clinic pushes for a
predefined field that provides standardized information.
The Clinic monitors international data by the quarter, care-
fully watching trends over time by country or region, tracking sig-
nificant changes in volume, hospitalization rates, and percentage
of new patients out of any given market. For example, it knows
it has between 9,000 and 10,000 patients, depending on the year,
from more than 160 different countries annually. Some are third-
generation patients—maybe their grandfather was cured there in
the 1930s—and others are brand new. Some are neighbors from
Ontario or Monterrey; others come all the way from Indonesia.
Some markets are significantly less predictable than others, and
some countries deliver more “new” patients than others. The Mayo
Clinic probes further to figure out why.
Second, it conducts research with internal salespeople—the
physicians and their support staff who deliver care to international
patients. Through carefully moderated focus groups, the Clinic
identifies the things that are going smoothly, as well as the barri-
ers to providing excellent care. And where appropriate, it makes
recommendations for change.
Third, just as with U.S.-based patients, the healthcare in-
stitute conducts both quantitative and qualitative research in
the international marketplace, including research with patients,
international physicians, and international healthcare consum-
ers, designed to help it understand why people choose to leave
their own communities for healthcare, why some of them come
to Mayo Clinic, and why others do not. It works hard to un-
derstand how healthcare decisions are made so it can better
assist decision makers, physicians, and their staff in providing
care. The Clinic positions itself to offer counsel on where to
best expend valuable institutio.
O U T L I N E O F C A S E S 3-1 International Mar.docxjoyjonna282
O U T L I N E O F C A S E S
3-1 International Marketing Research at the Mayo Clinic
3-2 Swifter, Higher, Stronger, Dearer
3-3 Marketing to the Bottom of the Pyramid
3-4 Continued Growth for Zara and Inditex
3-5 A Sea Launch Recovery?
PA RT S I X
cases 3 ASSESSING GLOBAL MARKET
OPPORTUNITIES
cat2994X_case3_001-019.indd 1cat2994X_case3_001-019.indd 1 8/27/10 2:14 PM8/27/10 2:14 PM
CASE 31 International Marketing Research at
the Mayo Clinic
In recent years, however, it has begun to study the international
patient population in particular and the international marketplace
in general. These studies fall into a few categories and grow in
number in proportion to the organization’s understanding (or per-
haps greater understanding of how much it does not know) of the
international marketplace.
First, the Mayo Clinic tracks international patient trends rather
carefully, which seems like an obvious place to start. But as in
most data tracking, the value of the concept is signifi cantly more
straightforward than the logistics of acquiring consistently reliable
data. Internal data systems must be coordinated—a signifi cant
undertaking for any institution, and particularly hard when deal-
ing with a large and complicated infrastructure. To give a simple
example, data fi elds must be made uniform—not just on one data
system, but on all of them. Rather than a free-text fi eld, for ex-
ample, that allows a registrant to enter Venzuela, or Venosuela, or
Vensuala, or maybe even Venezuela, the Mayo Clinic pushes for a
predefi ned fi eld that provides standardized information.
The Clinic monitors international data by the quarter, carefully
watching trends over time by country or region, tracking signifi -
cant changes in volume, hospitalization rates, and percentage of
new patients out of any given market. For example, it knows it
has between 9,000 and 10,000 patients, depending on the year,
from more than 160 different countries annually. Some are third-
generation patients—maybe their grandfather was cured there in
the 1930s—and others are brand new. Some are neighbors from
Ontario or Monterrey; others come all the way from Indonesia.
Some markets are signifi cantly less predictable than others, and
some countries deliver more “new” patients than others. The Mayo
Clinic probes further to fi gure out why.
Second, it conducts research with internal salespeople—the
physicians and their support staff who deliver care to international
patients. Through carefully moderated focus groups, the Clinic
identifi es the things that are going smoothly, as well as the barri-
ers to providing excellent care. And where appropriate, it makes
recommendations for change.
Third, just as with U.S.-based patients, the healthcare insti-
tute conducts both quantitative and qualitative research in the
international marketplace, including research with patients, in-
ternational phys ...
The document discusses the growing need for physicians to practice global medicine due to increasing international travel and mobility. It summarizes a new e-learning product called Viewpoints that was developed to train physicians to treat diseases of foreign origin and distinguish them from similar domestic conditions. Viewpoints uses interactive patient case studies to simulate real-world encounters and help physicians develop clinical competence in a globalized world.
World Child Cancer USA is a non-profit organization that works to improve cancer diagnosis, treatment, and care for children in developing countries. In 2015, they helped over 3,900 children globally and trained 1,500 healthcare professionals through their partnerships. They have launched a new program in Mexico focused on improving infrastructure like medical equipment, training 100 doctors and nurses, creating educational materials for parents, and starting family support groups to help more children complete treatment and improve survival rates. The annual report highlights their work saving lives in Mexico and thanks supporters for their generosity that allows these efforts.
How To Write An Analysis Essay. Online assignment writing service.Jennifer Wood
The document discusses physician-assisted suicide and provides arguments both for and against its legalization. It notes that those suffering from terminal illnesses often experience tremendous pain and suffering in their final months, and physician-assisted suicide allows them to die with dignity by avoiding this immense pain. However, others argue that legalizing it could allow some patients to be taken advantage of. The document aims to explore both sides of this complex issue.
The document summarizes Community Health of South Florida Inc.'s (CHI) celebration of National Health Center Week through a series of events including health fairs and forums. It discusses the importance of preventative healthcare and enrolling in the Affordable Care Act. While the Ebola virus poses little risk in the US due to standard precautions, people are still encouraged to see a doctor if experiencing symptoms and wash their hands regularly to help prevent the spread of disease.
El Paso County Public Health (EPCPH) continued collaborating with community partners in 2015 to provide public health services and programs. EPCPH investigated the county's first measles case in over 20 years and partnered with local agencies to prevent its spread. EPCPH also launched new programs like Community Resource Navigators to connect people to services. Moving forward, EPCPH plans to expand substance abuse, suicide prevention, and behavioral health services while conducting a community health assessment and improvement plan.
I hope you find this issue to be informative and helpful in your work. Please send me any information you’d like posted in upcoming issues.
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Health passports: low-tech intervention to improve chronic disease care on short-term global medicine projects.
Presented at AAFP's 8th Annual Global Health Workshop
The health care industry in San Francisco is a $28 billion economic engine that employs over 121,000 people. It includes hospitals, biotech companies, medical research, and other services. San Francisco has a tradition of innovation in health care and was a leader in treating AIDS patients. It also has programs to provide care for the underserved and uninsured. Future challenges include changing demographics, technology, and health care reforms, but with community support, San Francisco's health sector will continue to be a global leader in health, healing, and hope.
OUTLINE OF CASES 3-1 International Marketing Resear.docxjoyjonna282
OUTLINE OF CASES
3-1 International Marketing Research at the Mayo Clinic
3-2 Swifter, Higher, Stronger, Dearer
3-3 Marketing to the Bottom of the Pyramid
3-4 Continued Growth for Zara and Inditex
3-5 A Sea Launch Recovery?
PART SIX
cases 3 ASSESSING GLOBAL MARKET
OPPORTUNITIES
cat2994X_case3_001-019.indd 1cat2994X_case3_001-019.indd 1 8/27/10 2:14 PM8/27/10 2:14 PM
CASE 31 International Marketing Research at
the Mayo Clinic
In recent years, however, it has begun to study the international
patient population in particular and the international marketplace
in general. These studies fall into a few categories and grow in
number in proportion to the organization’s understanding (or per-
haps greater understanding of how much it does not know) of the
international marketplace.
First, the Mayo Clinic tracks international patient trends rather
carefully, which seems like an obvious place to start. But as in
most data tracking, the value of the concept is signifi cantly more
straightforward than the logistics of acquiring consistently reliable
data. Internal data systems must be coordinated—a signifi cant
undertaking for any institution, and particularly hard when deal-
ing with a large and complicated infrastructure. To give a simple
example, data fi elds must be made uniform—not just on one data
system, but on all of them. Rather than a free-text fi eld, for ex-
ample, that allows a registrant to enter Venzuela, or Venosuela, or
Vensuala, or maybe even Venezuela, the Mayo Clinic pushes for a
predefi ned fi eld that provides standardized information.
The Clinic monitors international data by the quarter, carefully
watching trends over time by country or region, tracking signifi -
cant changes in volume, hospitalization rates, and percentage of
new patients out of any given market. For example, it knows it
has between 9,000 and 10,000 patients, depending on the year,
from more than 160 different countries annually. Some are third-
generation patients—maybe their grandfather was cured there in
the 1930s—and others are brand new. Some are neighbors from
Ontario or Monterrey; others come all the way from Indonesia.
Some markets are signifi cantly less predictable than others, and
some countries deliver more “new” patients than others. The Mayo
Clinic probes further to fi gure out why.
Second, it conducts research with internal salespeople—the
physicians and their support staff who deliver care to international
patients. Through carefully moderated focus groups, the Clinic
identifi es the things that are going smoothly, as well as the barri-
ers to providing excellent care. And where appropriate, it makes
recommendations for change.
Third, just as with U.S.-based patients, the healthcare insti-
tute conducts both quantitative and qualitative research in the
international marketplace, including research with patients, in-
ternational physicians, and inter ...
Methods of Humanitarian Intervention - APA 2019Dr. Chris Stout
Narrative version with reference links is available on LinkedIn at: “State of Philanthropy: Finding Hope Among the 'Disaster' of Humanitarian Aid” https://www.linkedin.com/pulse/state-philanthropy-finding-hope-among-disaster-aid-dr-chris-stout/
This document discusses improving patient information and addressing unmet needs. It begins by outlining the vast amount of information patients receive from various sources and via social media. However, not all information is helpful, timely, accessible, or trustworthy. The document then categorizes patients' informational needs into 34 categories for healthcare, 16 for work, and 14 for home life. It also maps which information providers, like patient groups, address which categories. The goal is to better understand patient perspectives and fulfill their diverse informational requirements.
This document discusses improving patient information and addressing unmet needs. It outlines that patients receive information from many sources but it is often not helpful, timely, accessible or trustworthy. A survey found over half of patient groups felt information was inadequate. The document proposes charting patient information needs across healthcare, work and home life, and mapping what information patient groups provide to identify gaps. Improving information requires understanding patients' perspectives.
This document provides information on best practices for managing forensic patients in healthcare facilities based on lessons learned from prisoner escapes in 2015. It discusses guidelines from organizations like IAHSS and The Joint Commission. Key points include the importance of coordination between correctional and hospital security, identifying preferred rooms and routes in the hospital beforehand, and training officers on the healthcare setting and communication procedures. The document also provides background on prisoner demographics and healthcare rights as well as examples of escapes that occurred from hospitals in 2015 across the US.
President Ramaphosa COVID-19 address 13 May 2020SABC News
This coronavirus is taking a heavy toll not only on the health of our people, but also on our
people’s ability to earn a living, to feed themselves and their families, to learn and to
develop, and to enjoy many of the basic freedoms that we daily take for granted.
The document discusses medical diplomacy and Project HOPE's response efforts to various global crises such as tsunamis, earthquakes, and the Ebola outbreak in West Africa. It describes how Project HOPE has worked with organizations like the US Navy and various countries to provide humanitarian aid and enhance perceptions of countries through medical relief efforts. It also summarizes Project HOPE's assessment mission to Sierra Leone during the Ebola outbreak to identify gaps in the country's healthcare system and recommendations to strengthen their response.
U.S. Preps For Ebola Outbreak Cases May Exceed 100,000 By December “The Numbe...Hope Small
The article does not mention that a completely unrelated strain of ebola has broken out in the Congo. What are the chances of that?
Though news on the Ebola virus has been muted since two American health care workers were admitted to U.S.-based facilities last month, the deadly contagion continues to spread. According to the World Health Organization more than 40% of all Ebola cases thus far have occurred in just the last three months, suggesting that the virus is continuing to build steam.
Physicist Alessandro Vespignani of Northeastern University in Boston is one of several researchers trying to figure out how far Ebola may spread and how many people around the world could be affected. Based on his findings, there will be 10,000 cases by September of this year and it only gets worse from there.
Similar to Situation Analysis for Hospital de Diagnóstico (20)
The 14th Annual Brazilian Music Institute will take place from May 12-17 at the University of Florida. It will feature a week-long music camp for students and clinics with renowned Brazilian artists. The event will conclude with a concert at the Phillips Center for the Performing Arts, showcasing authentic Brazilian music styles. Attendees will have the opportunity to learn from and perform with talented Brazilian musicians.
Welson Tremura founded the Brazilian Music Institute at the University of Florida in 2001 where he teaches ethnomusicology and Latin American studies. He has extensive experience in Latin America, having grown up in Brazil and worked as a development consultant and director for an automotive manufacturing firm in the region. Tremura's passion for Brazilian music and network of native artists make him well-suited to lead the Brazilian Music Institute, and his goal is to expand the school's national and international visibility through collaborative projects.
The Brazilian Music Institute, a weeklong celebration of Brazilian music and culture, will take place in Gainesville from May 12-17. The event will feature renowned Brazilian artists performing and teaching students about Brazilian music. A five-day music camp for students will culminate in a concert at the Phillips Center for the Performing Arts on May 17. The letter encourages spreading awareness of the Institute to provide an opportunity for cultural and musical enrichment related to Brazil ahead of the upcoming World Cup.
The Brazilian Music Institute (BMI) at the University of Florida celebrates its 14th annual event in May, bringing renowned Brazilian artists to Gainesville to perform, teach students, and share their musical talents with the community. Founded in 2001 by Dr. Welson Tremura, the BMI offers a week-long celebration of Brazilian culture and music through specialized music camps and clinics for students, as well as public performances. The event has grown over 13 years to provide important educational and cultural experiences for both musicians and music enthusiasts.
The 14th annual Brazilian Music Institute will be held from May 12-17 at the University of Florida. The weeklong event combines various Brazilian music styles and brings together exceptional artists to facilitate learning and performing for both attendees and guests. This year's guests include flutist, saxophonist, and pífano player Jorge Continentino, acoustic and electric guitarist Ulisses Rocha, drummer Alexander Crook, and UF professors Larry Crook and Welson Tremura. The institute concludes with a concert on May 17 featuring the guest artists and attendees.
Visa launched its "My Money Skills" financial literacy campaign in the United Arab Emirates to educate young citizens on personal finance management. The campaign addressed research finding Emiratis lacked financial literacy skills to manage newfound wealth. Visa partnered with schools to develop Arabic and English curriculum materials on budgeting, saving, using credit wisely, and planning for the future. The program was piloted at three schools and included workshops for teachers and an educational video game. The goal was to empower individuals and communities with accessible financial education.
Visa launched a financial literacy campaign in the United Arab Emirates, entitled My Money Skills, to target young people as agents of change to build a generation that is financial literate and empowered to make sound financial decisions based on a solid understanding of resources available to them.
A slideshow and print publication featuring the nationally-acclaimed marketing team and its projects and achievements at Chick-fil-A Oaks Mall in Gainesville, Fla.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help alleviate symptoms of mental illness and boost overall mental well-being.
Chris is a 19-year-old college student majoring in biology at the University of Florida with the goal of attending medical school. He wants to eat healthy despite his busy schedule but finds it challenging to balance school with social activities. Chipotle aims to help Chris by providing a quick, healthy, and personalized meal in an environment that allows him to relax and take a break from student stresses. Their messaging promotes Chipotle as a healthy option that supports Chris' goals.
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How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
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What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
How to Setup Warehouse & Location in Odoo 17 Inventory
Situation Analysis for Hospital de Diagnóstico
1. Running head: SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 1
Situation Analysis
for
Hospital de Diagnóstico
Alina Avalos
Chip Lowe
Purvi Pandit
Taylor Ullman
Dr. Juan-Carlos Molleda
Jasper Fessmann
PUR 3801, Fall 2014
University of Florida
Department of Public Relations
Tuesday, September 30, 2014
Revised: Tuesday, November 4, 2014
2. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 2
Background of Situation & Problem:
Opportunity Statement
Hospital de Diagnóstico is a private hospital system located in San Salvador, El Salvador.
The first hospital, Hospital de Diagnóstico Colonia Medica was founded in 1978. Through the
many services offered to the public, the hospital has continued to grow throughout the years. In
2001, Hospital de Diagnóstico expanded with another building at Colonia Escalon in San
Salvador. Plans to continue the expansion are set for 2015, and in 2016 Hospital de Diagnóstico
Sur will be open to the public, said Evelyn Obando, Communications Manager for the hospital.
The strategic key message is that although Hospital de Diagnóstico may be located in a
third-world country, the hospital itself is considered a first-world hospital and a world-class
institution. According to its fact sheet, Hospital de Diagnóstico includes institutes, centers and
services for cancer, genetics, neuroscience, orthopedics and more. It has made much progress in
the technological aspect through new machines essential in medicine today. In order to perform
surgeries of high complexity, Hospital de Diagnóstico established a quirofano inteligente, or
smart operating room. This project allows doctors to get a clear image of the surgery they are
performing and connect it to a smart TV so they can get a better visual understanding of what
needs to be done. The hospital also implemented the first center for radiosurgery in the region.
With its infini machine, the center is able to focus on specific parts of the brain to treat tumors
and malformations. The infini machine drew media coverage worth about $75,000 in publicity
and international coverage. Organizations and media throughout the world have recognized the
success of Hospital de Diagnóstico’s technology (Hospital de Diagnóstico, 2013).
As Hospital de Diagnóstico continues to grow in both size and medical advancements, it
is imperative that the reputation of the hospital and clientele grow as well. Hospital de
Diagnóstico is committed to excellence in medicine, medical technology and having prestigious
specialists. According to the fact sheet, the hospital also has a foundation that helps fund patients
who do not have the economic resources needed to access the care they need. The foundation of
the hospital takes part in supporting the Salvadoran Archeology Society and has contributed to
the establishment of a theatre in the city of Suchitoto. Hospital de Diagnóstico is also a green
hospital, committed to the practice of eco-friendly activities like conserving energy, reducing
carbon footprint and using “green” radiology.
These characteristics of excellence in medicine, technology and staff, along with the
foundation of assistance in funding, commitment to the community and eco-efficient practices
should draw in patients not only from El Salvador, but worldwide. Obando said the hospital
specifically wants to bring in fellow Salvadorans that are living in different Latin communities
throughout the United States. It wants to attract these Salvadoran-Americans to ensure that when
they come back to visit family or their homeland, they will have proper care available to them.
The hospital wants to gain recognition within its country and within its population, regardless of
location, and it has the opportunity to do so with its department of communications established in
February 2014, according to Obando.
3. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 3
Background of the Organizations:
Internal and External Environments, Impediments and Public Perceptions
Strengths
Hospital de Diagnóstico promotes medical tourism, an amenity to those around the world
seeking cheaper treatment for their diagnoses. This amenity has mostly been utilized by the
United States (Turismo).
Weaknesses
Due to the fact that America is the leader in that niche within Hospital de Diagnóstico’s
business, a concern legitimately arises that citizens of the US do not find El Salvador to be a safe
country. One of the impediments hindering the hospital’s success is the civil war that occurred in
El Salvador for 12 years, ending in 1992. The war left a broken infrastructure, and when the US
went to investigate six high-profile murders, there had to be an international process to end the
war (PBS).
Within the hospital itself, the amount of social media and web-based output is limited.
The large internal stakeholders see these changes as frivolous in comparison to other forms of
marketing. The stakeholders also need to be convinced of the weight of importance that social
media has in reference, and the potential patients it can bring, to their hospital.
Opportunities
Hospital de Diagnóstico can market itself in a positive light to showcase its hospital as a
care facility of the first world, which happens to be in a developing nation.
Threats
This high-profile case is a large reason why Hospital de Diagnóstico will face an uphill
battle when trying to gain a larger market within the medical tourism niche. There are a large
amount of international citizens who perceive El Salvador in a negative light, and see it as a
third-world country without the everyday safety expectations that experience in their home
country.
By far the largest amount of skepticism toward traveling to El Salvador emanates from the U.S.
Department of State. On April 25, 2014, the Department of State issued a travel warning to US
citizens of the violent crime occurring in El Salvador. The warning stated that El Salvador has
seen a heightened homicide rate of 10 people killed per day, surpassing their highest homicide
rate from 2011 (El Salvador Travel Warning). According to the same document, 31 Americans
have been murdered in El Salvador since January 2010. The report requests that all citizens
travel with caution upon entering El Salvador.
Another report by the Bureau of Diplomatic Security states, “Medical care is limited.
Emergency services, even in the capital city, are basic at best. Although many physicians are
trained in the US, their staff and equipment are generally not up to U.S. standards.” The report
continues to state that tourists should stay away from buses, the downtown area, unguarded parks
4. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 4
and public roads and advises against swimming in any public beaches (El Salvador 2014 Crime
and Safety Report).
An increase in negative news coverage regarding El Salvador has occurred recently as
well. An article was written on September 23, 2014, published by NPR, headlines, “Why a
Teenage Mom Was Jailed in El Salvador After A Stillbirth” (Beaubien). The article describes
that abortion is completely illegal in El Salvador, and assesses a child as a human being from the
start of conception. Regardless of their beliefs, first-world citizens may perceive these recent
headlines involving strict laws as dissimilar to their experiences and expectations within the first
world. This could deter a potential patient of a developed nation from seeking treatment in El
Salvador.
Another cause of for concern among citizens of developed nations is the recurring news
on how the largest amount of illegal immigrants with credible-fear cases are from El Salvador
(The Wall Street Journal). This means that they have, “credible fear of persecution or torture”
(WSJ). Overall, it seems these threats are concentrated in safety and fear of the unknown.
Existing Communication Techniques and Efforts:
Strategic Key Messages
Existing communication platforms include a website, blog, and Facebook and Twitter
pages, which are dedicated to establish the hospital as one of the most advanced cancer treatment
institutions in the world. The department of communications created a logo in 2008, which is
consistently used on each social media platform to increase brand recognition. Its key audiences
include Salvadorans living in El Salvador and the U.S., so most of its content is written in
Spanish to cater to this audience. Prior to its social media efforts, the hospital relied on
traditional marketing techniques such as advertisements in newspapers, magazines and other
printed material for distribution. It also broadcasted radio and television commercials and mailed
fliers, brochures and letters to clients. It has decided to increase its social media presence
because its goal is to attract the 1.6 million Salvadorans living in the United States and to gain
international media coverage and recognition. Traditional marketing techniques cannot serve this
international scope the hospital is trying to reach. A study published by the Journal Medical
Internet Research (Year) found that "approximately 60 percent of Internet users report using the
Internet to look for health information." (Top-Ranked Hospitals for Cancer, September 29,
2014).
The overall strategy of the digital marketing strategy we have formed for the hospital
include informing and reassuring potential patients that it is the hospital's mission to "provide the
best specialists, the most advanced technology and give patients personalized attention and first-
class quality." (Our Service Philosophy, September 29, 2014). Each platform produces
informative content with a humanized voice. The website effectively describes how the hospital
is unique with the proper facts and sources to credit the claims. The hospital is the "only one in
Central and South America to provide radiation therapy and radiosurgery with TomoTherapy Hi-
Art.” (Our Service Philosophy, September 29, 2014). The hospital also claims the best
5. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 5
chemotherapy facilities for those patients undergoing treatment or for those who require surgery.
These positive statements, along with many others, will work to reassure potential patients that
they will be taken care of with the best technology available in the world.
Evelyn Obando is the director of the department of communications, which consists of an
advertising agency, photographers and media relations practitioners. The department is
responsible for the creation of all of the social media content. The department has acknowledged
its lack of social media efforts, setting its priority to inform and engage with potential patients.
The key message that it focuses on across all communication platforms is that the hospital is a
“first-world hospital in a third-world country,” (Obando, personal communication, October 26,
2014). In order to spread this message, it has updated its website with pictures of new machinery,
faces of happy people, testimonial quotes and emotional slogans. Slogans on the website say
"together we can defeat cancer" and "warm care by your side in the fight against cancer." These
messages strive to inform people that the hospital cares about its patients like family, especially
because it's a family business. According to Forbes, whether it's growing your brand identity or
improving medication adherence through visual instructions, images are key to interacting with,
as well as informing and empowering patients.
The default language of the website is Spanish, but Google translator can translate in
English. It is organized and visually appealing with pictures of patients and an abundance of
information about the services it offers. The website makes it clear that the hospital is a
comprehensive care center, offering chemotherapy, radiotherapy, radiosurgery, emotional
support, rehabilitation and more. It uses emotional appeals to captivate its audiences, such as
recognizing that cancer doesn't discriminate who it attacks. The website combines
professionalism and humanization, in order to make anyone feel at home. This sense of feeling at
home is a key message of the hospital, because it wants to reassure El Salvadorans that not only
is the hospital a safe place, but El Salvador is too. International patients are catered to through a
link on the website that connects people to FlyMedicine. This is a program that connects patients
with the leading healthcare facilities in El Salvador, and it plans medical tourism services for
patients such as travel arrangements, lodging and surgery. Partnering with this program helps
accredit the hospital, while also appealing to its targeted publics. Overall the website has many
beneficial factors for viewers and potential patients, and Obando continues to research other
effective hospital websites for consistent improvement.
The Hospital de Diagnostico Colonia Escalon’s Facebook page currently has 40,657
likes, which has mores likes among other top ranked cancer hospitals in the United States.
Memorial Sloan Kettering Cancer Center in New York is ranked number one. (Top-Ranked
Hospitals for Cancer, September 29, 2014). It has approximately 39,200 likes on Facebook.
While likes on Facebook don't necessarily determine a business's worth, it does indicate the
awareness level of a business. The Hospital de Diagnostico Colonia Escalon’s Facebook page is
being constantly updated with pictures of doctors and machinery, informative articles and videos
and of medical tourism. People are sharing the content, commenting and liking posts, which
means people are engaging, and international awareness is being achieved. While the Facebook
account is effectively pushing the hospital's key messages to its key publics, the twitter account
6. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 6
is lacking in comparison. It was created in July 2012 and it currently has 371 followers, 1,291
tweets and has posted 21 tweets with pictures and videos. The cover photo of the Twitter account
is a picture of a high tech machine that operates on the brain without scalpel radiosurgery with a
gamma ray system. This picture and its description shows the audience the kind of advanced
technology it has to offer and the supports the hospital's goal of hope of a world without cancer.
Grandparents are the fastest growing demographic on Twitter, which is a great place to target an
age population who consumes the majority of health services. (“10 Things”, September 29,
2014). The hospital also has a blog connected to its website, which can be viewed in English or
Spanish. (Blog, September 24, 2014). The blog contains of posts about the myths about cancer,
treatments for cancer and reasons why people should go to El Salvador for treatment. This is an
effective technique, because 70 percent of people would rather learn about a company through
articles rather than a direct advertisement. (Jarski, September 29, 2014).
The YouTube account is the newest addition to the hospital's existing communication. Its
account was created on September 23, 2014. It uploaded three videos between September 24 and
September 30 and it has acquired 16 subscribers. It has a cover photo that matches the cover
photos of its other social media accounts. The department decided YouTube was important to
integrate into its digital campaign because YouTube traffic to hospital sites has increased 119
percent year-over-year. (The Digital Journey To Wellness, September 29, 2014). Also, the
Google study found that 53 percent of patients who did not watch a hospital video were unaware
the hospitals existed. This communication tactic will be extremely successful for increasing
traffic, because it will help share the human element that the hospital has to offer. It will be able
to show the hospital's facilities, share interviews, patient stories and insight from the hospital's
employees.
The hospital has a foundation that focuses on three areas. Funding, rescuing the
Salvadoran culture and a green hospital, are all areas that can be boosted through social media
efforts. As international awareness and a positive reputation increases, funding for medical
treatment for patients with diseases who don't have access to economical resources will increase.
This will give Salvadorians a chance to return back home for treatment and rekindle their
Salvadoran culture. Through social media, people can experience the green hospital by looking
at pictures, videos and blog posts about the solar panels, saving lights and other eco-efficient
daily activities in the hospital. This green hospital supports the key message because it proves
how technologically savvy this hospital is, while also expressing its dedication to the health of
the environment and people.
The communication department will continue to update its platforms with the main goal
of engagement with its publics. Social media has become a vital tactic for hospitals to connect
with their customers, clients and patients. Interestingly, few healthcare organizations are utilizing
the two-way conversations that social media offers. (The Increasing Importance of Social Media
in Healthcare, September 29, 2014). Also, only 26 percent of 5,724 hospitals in the country are
using a form of social media, which puts Hospital de Diagnóstico at an advantage above other
hospitals. A way for the hospital to increase its already inherent advantage would be for its social
media platforms to have a strong mobile focus. The website, twitter, blog and and Facebook
7. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 7
account should be accessible on various digital devices such as laptops, tablets and smartphones.
Description of Targeted Publics
Per the interest of our client, our campaign will focus on targeting the Hispanic
population in the United States, particularly El Salvadorans. Since the goal of the campaign is to
increase medical tourism and surgeries at the hospital and its partner campuses, our evaluation of
the targeted publics includes demographic and pertinent information that will allow us to gain a
comprehensive understanding of the groups we are developing strategies and messages to reach.
Research Center’s Hispanic Trends Project 2011 report, there are about 2 million
Hispanics of Salvadoran origin living in the US. The report analyzed data collected from the
Census Bureau’s American Community Survey (Pew Research, September 29, 2014). The
statistical profile used in the report is based on individuals who self-identified as Salvadorans,
meaning they are immigrants themselves or are descendants of immigrants. More importantly for
the scope of our strategic analysis, Salvadorans are the third-largest population of Hispanic
origin living in the US. They account for 3.8 percent of all Hispanics in the US, only surpassed
by the Puerto Rican population at 4.9 million, or 9.5 percent, of the Hispanic population, and the
Mexican population with 33.5 million, or 64.6 percent.
Although Salvadorans are just 3.8 percent of the US Hispanic population, they are the
third largest group in the US. This data begins to tell a story of how important the Salvadoran
population is to the overall Hispanic population in the US. This therefore indicates the Hospital
de Diagnóstico was correct in its assertion that many Salvadorans are willing to return home for
medical procedures. Six-in-ten Salvadorans are foreign-born, or immigrated directly from their
home country.
Another study by the Migration Policy Institute in 2010 analyzed the reasoning for
Salvadoran immigration to the US. (Terrazas, September 30, 2014) The report found that
between 1980 and 1990 the Salvadoran population increased fivefold from about 94,000 to
nearly 465,000. This massive shift of the Salvadoran population is attributed in the report to civil
wars in Central America in the 1980s, followed by natural disasters, including earthquakes and
hurricanes. These reasons are important because it describes an immigration group that was
motivated by political and climate-related factors, as opposed to economic opportunity, religious
freedom or exploratory motivators, which are other common reasons for immigration. This data
continues to describe a population that is willing and able to leave the US for medical treatment.
In determining the geographic location for campaign strategies, the research showed that
40 percent of Salvadorans live on the West coast, with about 90 percent of those residing in
California, and 41 percent in the South, mostly in Texas (14 percent of all Salvadorans in the
US) and Virginia (7 percent of all Salvadorans in the US.) We will need to take this into
consideration because of the social norms and cultural identities that separate the West coast and
the Southern US states.
Once we established a clear need and means for Salvadorans to return to El Salvador for
medical purposes, our next research goal was to determine the best mediums for the
8. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 8
communications we plan to implement with the targeted publics. The hospital PR team has
expressed a strong interest in Internet communication strategies, so we focused the beginning of
our research on that medium. A 2013 Hispanic Internet Usage study by the Pew Research Center
determined that Latino Internet usage was up 14 percent since its previous 2009 study. The
research also revealed a considerable gap between English, bilingual and Spanish speakers and
their Internet usage habits. As of the 2013 report, nearly 90 percent of English-speaking US
Latinos use the Internet daily. That number drops to just over 80 percent for bilingual Latinos,
and down to 60 percent for Spanish-only US Latinos. However, the data shows a stark upward
trend for Spanish-speaking Internet users: In 2009, only 35 percent reporting using the Internet
daily, and that number has almost doubled in the 2013 report.
This report also detailed the profiles of Latino Internet users in the US. Ninety-five
percent of Latinos online in the US make $50,000 or more a year; 93 percent are between the
ages of 18-29; 91 percent have some college experience; 89 percent are native-born US citizens;
89 percent are English-dominant and 83 percent are bilingual. This builds a profile of the target
audience we are achieving to reach via our Internet communications strategy. From this data, we
can synthesize that our messages should be formed in a manner that addresses the wage range
(above $50,000), is cognizant of the fact that many Latinos online expect to see English content
and that we are reaching an overwhelmingly younger audience, between the ages of 18 to 29.
The gender split is 51 percent males, 49 percent females for Latino Internet users, so there is not
a large gender gap. Marital status is at 49 percent married, 50 percent unmarried, so we would
want to draft messages for both groups. And three-fourths state they are accessing the Internet
primarily through mobile devices, so our platforms of choice need to be mobile-ready.
After our research, we are now able to clearly identify the demographics of Salvadorans
and Hispanics that our strategies will aim to target, and we have specifically identified the
profiles of Internet users within those demographics.
With the implementation of a strategic digital media plan and campaign to deliver it,
Hospital de Diagnóstico has the potential to continue to thrive in not only medical and
technological advancements, but also in communications.
9. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 9
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11. SITUATION ANALYSIS, HOSPITAL DE DIAGNÓSTICO 11
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