Our practice, ABC Pediatrics has experienced a 10% decrease in patient visits co

Question

Our practice, ABC Pediatrics has experienced a 10% decrease in patient visits compared to last year. As administrator, you have done an analysis, and found that urgent care centers are having an impact on your number of patients. Rather than wait until the next morning, our patients are electing to be seen that evening in one of these urgent care locations. Specifically, Minute Clinic in CVS, Patient First* , and a competing practice (DEF Pediatrics) is offering evening hours, and have independent outside contracted physicians (not their own physicians refuse to work evenings! ) during evening (6pm to 10pm) hours, Monday through Friday. (*please research Patient First)

Your feel that ABC must offer evening hours (to be branded “Nighttime ABC”), and as a result are planning to present a marketing plan for the service to the physicians. The key difference of the service we will be offering, is that plans call for our own physicians to provide the evening coverage.

1. What are the objectives of the service/what do we wish hope to accomplish?

2.Describe the market research you will be conducting.  

3.What market segment/target audience do we wish to serve?

4.What is our “positioning”, what makes our service unique in the market vs. our competitors ? (What will your competitor analysis show?)

5.Address the 4 P’s

-Price…. (how will we price the services)

-Place…… (where will the services be offered)

-Product….. (service) what exactly will we be offering

-Promotion….what unique ways will we promote our services, and to whom

How will we define success?

Explanation / Answer

1.What are the objectives of the service/what do we wish hope to accomplish?

ANS - Patient satisfaction / happiness is suitably progressively vital for the fruitful process of private and public hospitals.

The excellence of the provision provided can be enhanced if internal and external clients' sentiments are taken into account throughout the meaning of hospital operating purposes.

The impartial of plummeting customer waiting periods to 30 minutes or less at an outpatient management clinic.

Through the identification of relations and connections, discrete-event imitation methods are applied to model and trial with the system to eventually reach at optional vicissitudes in hospital working policies which attain the objective.

2.Describe the market research you will be conducting.

ANS - Accepting the cultural, social and economic setting in which you're transacting is crucial.

A marketplace for your produce or provision, how abundant demand is out nearby, who your prospective customers are, what are they ready to recompense, how often are they ready to pay it.

Feedback through focus groups, online or offline surveys helps in knowing the level at where the service stands along with age group wise need.

3.What market segment/target audience do we wish to serve?

ANS - Patients are the essence of your healthcare practice, and a big portion of refining your patient attainment process is directing a suitable viewers. Many family medical performs make the error of marketing too sketchily.

Aiming specific groups efficiently requires a planned niche marketing plan that spreads through the different groups of patients.

Each group such as elderly, children and terminal; each one would be marketed and service provided at the clinic with the staff in hand.

4.What is our “positioning”, what makes our service unique in the market vs. our competitors ?

ANS – More Variety in work

-Easier to find consumers for the services

- Easier reachable services to patients

-Rates are easy on consumer’s pocket

5.Address the 4 P’s

ANS – Price – affordable

Place – nearest to consumer locality with branches availability for referral services including online information

Product – medical services with low pressure on consumer’s pocket / expenditure [elderly, children and terminal]

Promotion - professional website, be active in the community. Drive a hand written thank you card to respectively new patient that approaches in. Get elaborate in the local compartment; host lunch and studies at the local aided living facility or public library.

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