Reference no: EM133688803

Homework: Analyze the Community to Plan the Marketing Message

Marketing tools available to healthcare organizations include the traditional direct mail, television, radio, and print advertisements; however, in the digital age, healthcare consumers locate healthcare delivery services through social media (Grover, 2016). To ensure your marketing message is broad enough and the appropriate media is used, you must first analyze your target market based on the community's socioeconomic status and demographics. The identification of the market segment being targeted is needed to appropriately position the message about the service being promoted.

It is theorized a market segment represents a homogeneous group of individuals who, based on their generational values and beliefs, have similar behaviors to whom marketing efforts are designed. For example, your target audience with congestive heart failure likely will fall into the marketing segment representing the Baby Boomer generation, ages 55 to 69 years, who typically do not use social media; however, this market segment is adept in using mobile devices. Over the last decade, healthcare organizations including Cleveland Clinic and the Medical Center of Wisconsin have moved to universal marketing messages which can be pushed out to mobile devices (e.g., smartphones and tablets) through downloaded web applications, as well as broadcast through more traditional platforms (McNeal, 2015).

This information will inform you as to which type of media to use in your marketing plan.

For this homework, you will analyze the profile provided on Hospital G's community socioeconomic and demographic status and describe the type of marketing plan your team will create given the profile information provided. Be sure to include your rationale as to why a specific type of media will be used and/or avoided. Keep in mind the issues from the HCAHPS survey, which scored below identified thresholds (national benchmark). These metrics were categorized into two areas: communication issues and clinical quality issues. Your marketing reach must include patients who are at risk of not understanding discharge instructions, patients with congestive health failure who are not compliant with treatment regimens and are at risk for readmission, and patients at risk for sudden cardiac arrest and death.

As you prepare your homework, use these guiding questions:

1) What market segment is being targeted?
2) Which communication channels will reach the target audience?
3) Given the community profile, what are the barriers to reaching the target audience?

To better understand the health status of Hospital G's community, review the 2017 Palm Beach County Health Department Community Health Improvement Plan updated June 2018 at the link provided in your resources.

Table 7: Hospital G Community Profile 2017

Hospital G Community Profile 2017
Item		Total	Distribution
Total population		110,222	100%
Race	White	62,376	56.6%
	Black or African American	34,578	31.4%
	Asian	2,910	2.6%
	Native Hawaiian or other Pacific Islander	108	0.98%
	American Indian and Alaska Native	81	0.74%
	Two or more races	1,731	1.6%
	Other	3,194	2.63%
Gender	Male	53,237	48.3%
	Female	56,985	51.7%
Education	Less than 9th grade	5,977	7.94%
	9-12th grade, no diploma	5,588	7.42%
	High school graduate	18,928	25.14%
	Some college	13,572	18.03%
	Associate degree	6,456	8.57%
	Bachelor's degree	15,481	20.56%
	Graduate degree	9,292	12.34%
Below poverty level	13.7% families, 19% individuals of which 30.2% under 18 years and 11.8% over 65 years	20,942	19%
Median age		39.6
Average household size		2.44 people
Median income		$46,672
Mean income		$73,623

Length: pages.