Module 7 – Marketing Plan
Future Marketing Plan
Marketing Plan Summary
The marketing plan includes marketing strategies of Tenet’s healthcare corporation new healthcare facility. Tenet healthcare is a healthcare company based in Dallas, Texas in the United States (Tenet Healthcare Corporation, 2018). Tenet has continued to open new facilities under its name in different countries across the world and this time it is about to open its first satellite healthcare facility in a growing, affluent suburban area. This new venture is different from the traditional parent setting which the corporation has been used to. This marketing plan involves a research, which will help in the planning, development, implementation, and evaluation of the marketing activities. The marketing plan involves determining new and different approaches based on the new environment (Westwood, 2013).
The first process includes a research on the existing marketing activities of the parent corporation and its impact on the current population. This research will provide information in determining a marketing approach for the new facility (Westwood, 2013). Research on the current marketing environment, has indicated a more complex environment, which is different from the parent company, which will require extensive marketing techniques (Ginter, Duncan, ; Swayne, 2013). Technology has largely advanced which has also been incorporated in the marketing campaigns by other organizations and the new facility should follow suit in order to have a successful marketing strategy in the current environment. Due to the few organizations in the traditional setting, the parent company required an ordinary and less complex marketing strategy (Westwood, 2013). The current target audience has also changed and diversified requiring the use of a different approach in addressing their needs and communicating to them.
The customers are the focus in a marketing plan and research indicated a population with different characteristics, which are different from the traditional population. This will involve more innovation and creativity in the marketing activities to address the new consumer behaviors and diversity of the current population (Ginter, Duncan, ; Swayne, 2013). The new facility should create a strong brand positioning in the market to enhance the reception by healthcare customers by taking advantage of the internet and the social media platforms to create brand awareness in the mind of the customers. The marketing strategy should also be focused on the local as well as the international market to give the new facility a competitive advantage over other firms in the healthcare industry (Ginter, Duncan, ; Swayne, 2013).
How This Future Marketing Plan Will Support the Requirements for Providing Community Benefits under the Affordable Care Act
The Affordable Care Act mainly focuses on improving healthcare delivery in the United States by increasing the number of uninsured American citizens. After the access to healthcare insurance, the next step involves the individuals seeking healthcare services in healthcare facilities in the country (American Hospital Association ; American College of Healthcare Executives, 2016). Due to the nurse shortages and high demand for healthcare services, most public healthcare facilities face a challenge in addressing the increased demand from the increased citizens with access to healthcare insurance (American Hospital Association ; American College of Healthcare Executives, 2016). The new healthcare facility will support the requirements for providing community benefits under the Affordable Care Act by providing healthcare services to the insured population easing the burden to the public healthcare facilities. This will help ease the patient traffic in the current hospitals, which will sustain the required quality of healthcare provision (American Hospital Association ; American College of Healthcare Executives, 2016).
A Future Research Proposal for Determining the Types of Services Desired By the Target Audience for the New Facility
A target audience includes customers who are ready to access the services provided by the new healthcare facility (Moseley, 2018). Determining the types of services desired by the target audience for the new facility is important as this helps in providing information about the needs of the customers, which will help the new facility in better managing their marketing plans (Moseley, 2018). This is the most important step for organizations in better knowing their customers well, which will help the marketing team in tailoring their marketing efforts to reach the specific population segment. This will guarantee the effectiveness of the marketing activities, which will have a positive impact on the goals, and objectives of the new facility (Moseley, 2018).
If an organization does not determine the types of services desired by the target audience, the organization will be doomed to fail because it will not be able to meet the desired customer’s needs as the customers determine the success or failure of an organization (Moseley, 2018). This can be achieved by identifying the target audience and doing a research on the population to determine the specific needs and focusing on how the audience can become customers of the new facility. This will also help in minimizing marketing costs, which involve advertisement costs to a large population, which might have no positive results (Moseley, 2018).
Communication can also be used to determine the types of services desired by the target audience. Involvement of the customers in the marketing process will help the new facility make informed decisions on their provision of services to the target audience (Ginter, Duncan, & Swayne, 2013). This can be determined through a demographic analysis, which includes age, gender, and geographical location to determine the specific needs of a particular population. This will help how the new facility can address the needs of the customers by focusing on the specific target audience (Ginter, Duncan, & Swayne, 2013).
Future Implications for Practice
Future Developments Anticipated For the Service Area That May Affect the Characteristics of the Service Area Population
Future developments anticipated for the service area include advancements in technology, which may affect the characteristics of the service area population (Grossman, 2017). Technology has continued to develop and becoming more advanced which has led to most healthcare organizations adopting and integrating technology in their service delivery. This has also led to the population integrating technology in their daily activities, which may include accessing healthcare services (Grossman, 2017). If technology becomes more advanced, the population characteristics will change leading to changes in the communication process. Communication with clients in the future might involve distant communication whereby clients do not physically access the healthcare facility although they still are customers of the facility. The development of infrastructure in the future may also affect the characteristics of the service area population, which will also affect how they access the services as well as their healthcare needs (Grossman, 2017).
Identify Future Trends in Healthcare That Might Represent Opportunities down the Road for the New Facility
One of the future trends in healthcare is an increase in the ageing population and the middle class population, which has resulted in a shift in healthcare needs (Iris, 2016). An increase in the ageing population and the changing healthcare needs has led to an increase in the demand for healthcare demands, which is an advantage for the new facility. The ageing population has led to a shift in the healthcare needs, which has resulted in a transformation in the healthcare industry where new partnerships are coming up expanding the healthcare system (Iris, 2016). This collaboration has also led to more innovation and creativity in the healthcare industry which private facilities could not be able to develop independently. These shared benefits will lower the costs associated with innovation, regular updating of the healthcare systems, and an effective utilization of resources, which can enable the facility to focus on other areas requiring improvement (Iris, 2016).
American Hospital Association., & American College of Healthcare Executives. (2016). Future scan 2016-2021: Healthcare trends and implications. Chicago, IL: Society for Healthcare Strategy and Market Development: Health Administration Press.
Ginter, P. M., Duncan, W. J., & Swayne, L. E. (2013). Strategic management of health care organizations. San Francisco, CA: Jossey-Bass, Wiley.
Grossman, M. (2017). The demand for health: A theoretical and empirical investigation. New York: Columbia University Press.
Iris, E. (2016). TRENDS in HEALTH CARE: A Global Challenge. Xlibris UK.
Moseley, G. B. (2018). Managing healthcare business strategy. Sudbury: Jones & Bartlett Learning.
Tenet Healthcare Corporation. (2018). Tenet health. Retrieved from https://www.tenethealth.com/
Westwood, J. (2013). How to write a marketing plan. London: Kogan Page.