The Case of Marketing Administrator
You are pleased to start your new job as the administrator of a skilled nursing facility. The facility that you are running, Lazy Oaks, is in the middle of a rather large city. On one side of the facility is a large hospital and is in fact the only Trauma Level 1 in the area. On the other side is a medium sized health complex which houses numerous private practice physicians. Your for-profit facility is 180 beds in size and historically operated at or above budget… that is until recently.
The hospital located in your neighborhood has received the necessary Certificate of Need and has embarked on converting a building within 1/2 mile of your location into a skilled nursing facility to which they intend referring their discharged patients in need of skilled nursing care.
When your regional vice president hired you, she made it quite clear that you are to immediately determine how you will beef up marketing efforts to keep your patient census at the required level to make a profit.
- Define the problem. What steps would you take to research the problem?
- Who will you market to?
- How will you market to them?
- What will you do in terms of product offering?
- What challenges will you face?
- How will you evaluate your success?
These solutions may offer step-by-step problem-solving explanations or good writing examples that include modern styles of formatting and construction of bibliographies out of text citations and references. Students may use these solutions for personal skill-building and practice. Unethical use is strictly forbidden.The primary problem is ensuring that the target population is aware of the facility’s availability, as well as, understanding the primary services and products offered by the new facility. Currently, the health care institution faces a challenge of efficiency and profit maximization despite having sufficient resources and funds to improve care outcomes. One of the strategies for assessing the impact of the new facility to the targeted population and analyzing the prevalence of the targeted healthcare problem – skilled nursing care to discharged patients, – in the current health care setting is to analyze the ED data of the hospital. Firstly, studies have identified ED visits to be highly linked with post-discharge complications (Stelfox et al., 2016). An analysis of ED visits would identify the needs...
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