Marketing Campaign
RIVERSIDE HOSPITAL
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Question : Explain the target market and the objective of the marketing campaign.
Answer : Target market and objective of marketing campaign of Riverside Hospital in Virginia
The underprivileged older adults and lower classes are the major targets of the Riverside Hospital (Latifi, 2019). This is because profit is not something for which the functioning of the hospital can be observed. Service and accessibility of healthcare to patients have been given the highest priority for Riverside Hospital members (Latifi, 2019). This is because non-profit making objective has become the source of inspiration for the members dealing with diversified patients/health problems. There is the presence of a Board of Trustees for which the organization is being run appropriately with acquisition of adequate financial resources (Latifi, 2019).
The contribution by the Board is done in a voluntary manner so that there is no dearth of financial resources for the underprivileged patients in any helpless/emergency situation. There are leaders in the Virginian community who have taken voluntary initiatives not to let the patients (coming to the hospital) die without trying to keep the patients alive. There has been spreading out of the healthcare units of the Riverside Hospital in most parts of Virginia. However, the eastern part of Virginia is mostly filled with most of the units because those communities require medical assistance mostly (Latifi, 2019).
The number of locations covered by the hospital is 100 and this provides locational advantage for the patients coming from any part of Virginia (Chen et al. 2015). The employment opportunities at the hospital are also growing and presently 7,000 is the number of employees working for the hospital in the different locations (Chen et al. 2015). The objective of Riverside’s marketing campaign is to ensure that there is access to a physician for every location of Virginia. This is because there might be a physician able to diagnose/treat a patient in case there is the requirement of a patient urgently. Medicines are provided free of cost during emergency visits of physicians to the houses of patients (Barker et al. 2019).
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There are emergency phone numbers provided in the website of the hospital to enable patients to call the members of the hospital to avail a physician or for requesting other emergency services (Barker et al. 2019). There is also the presence of surgical rooms for conducting surgeries by surgeons during emergencies. The formalities of admitting patients in the hospital are minimal and documentation is done properly for showing evidence to the Board and the government. During emergencies, formalities are done after the beginning of surgical operations. Only the name and address of the patient are confirmed by the family members/relatives/friends/acquaintances of the patient just after admitting the patient inside the Operations Theater (Barker et al. 2019). Therefore, the patients are provided with convenience in healthcare access and no formalities like paying admission fees before admitting the patient.
Question : Analyze the elements of the campaign based on the 4 P,s(product, price,placement,promotion).
Answer : Analysis of the marketing campaign of Riverside Hospital based on the 4 P’s
Product – The number of inpatient beds (for patients with acute conditions) provided to the patients by the hospital are 1030 (Chen et al. 2015). There is the presence of a branch of the hospital catering to physical rehabilitation (Chen et al. 2015). There is also the presence of another branch of the hospital catering to the department of psychiatry so that patients having psychiatric problems can avail such services (Chen et al. 2015). Therefore, customized services are the major highlights of this hospital for which the services have become famous. There is also the presence of a center at the hospital which caters to cancer patients exclusively (Chen et al. 2015). There is also a center for treating patients with required radiosurgery treatment (Chen et al. 2015).
Price – There is no question of price because the organization is run by a Board which works for the motive of serving and not for earning profits. However, in cases of major operations/surgeries like in cancer operations, there is government aid taken from the government (Chen et al. 2015).
Place – There is enough geographical coverage for this non-profit motivated hospital in Virginia. The medicines are brought into the healthcare units via the distribution center located near the flagship unit of the hospital at Newport News (Barker et al. 2019).
Promotion – Williamsburg, Nassawadox, Hampton, Newport News, Tappahannock and Gloucester are the major areas of operations and promotions. The website of the hospital and the social networking accounts of the Board of Trustees and the hospital are ways to make global patients know about the updated services of the organization.
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Question : Evaluate the plans effectiveness. Recommend 2 additional marketing actions that would supplement the company's existing campaign.
Answer : Effectiveness of the existing marketing campaign/plan of Riverside Hospital
The existing marketing campaign/plan of the hospital is effective because there is actualization of the business/marketing operations in accordance with the vision and mission developed by the Board of Trustees to reach out to the underprivileged older adults ad lower classes of the communities in Virginia. There is the availability of medical insurance facilities for the patients so that there can be expensive/costly treatments availed by patients in situations of dire straits. The only issue is that the contribution for paying the premium for medical insurance of older adults is given from the fund accumulated by the Board of Trustees (Latifi, 2019). This is because shortage of funds for some reason can lead to delay in treatment for an insured patient as there would have to be pending insurance premiums cleared by the hospital.
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Recommendations
The first marketing action taken by the Riverside Hospital could be that the government should be approached with support services/sponsorship services to provide medical insurance contributions for patients (Carvalho, 2019). This is because the hospital could pay 50% of the premium for every month of the insured plan and the government could pay the other 50%. The hospital could also negotiate with the government to at least pay some percentage of the insurance premium if the government would refuse to pay 50%. The second marketing action could be to ensure that there would be collaboration with medicine companies to provide medicines with fair prices to privileged customers.
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