Bml312 pmh case study
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Transcript of Bml312 pmh case study
Perpetual Mercy HospitalDowntown Health Clinic
Strategic Marketing Case AnalysisKelly Zeman
Perpetual Mercy HospitalDowntown Health Clinic
4 Objectives of DHC Charter
Expand Perpetual Mercy Hospital’s referral base
Increase referrals of privately insured patients
Establish liaison with business community by addressing employers’ specific health needs
Become self-supporting three years after opening
Perpetual Mercy HospitalDowntown Health Clinic
Services offered at DHC
Preventive health care
Minor-emergency care
Referral for acute & chronic problems
Specialized employer services
Primary health care services
Basic X-ray and laboratory tests
Perpetual Mercy HospitalDowntown Health Clinic
Strategic Marketing Case Analysis
ENVIRONMENTIndustry, Market, Consumers
ORGANIZATIONInsights & Relevant Forces
PLAN OF ACTIONAnalysis & Evaluation
RECOMMENDATIONSMarketing Strategies & Assessments
Perpetual Mercy HospitalDowntown Health Clinic
Strategic Marketing Case Analysis
ENVIRONMENT
Industry, Market, Consumers
Perpetual Mercy HospitalDowntown Health Clinic
Environment - Healthcare Industry
- Government Policy Influence1960s Expansion1980s Contraction
- Healthcare Innovations & IncentivesPreventative careAmbulatory facilities
Perpetual Mercy HospitalDowntown Health Clinic
Significant Changes in Healthcare Industry
Medical & Technology advancements have lead to fewer and shorter hospital stays
Introduction of Ambulatory Centers and other treatment provider alternatives
Perpetual Mercy HospitalDowntown Health Clinic
Environment - Healthcare Market
Healthcare consumers have many options
PMH - 1 of 6 hospitals in city (1 of 20 in county)
DHC – Many comparable facilities in city & county
Perpetual Mercy HospitalDowntown Health Clinic
Environment - Healthcare Consumers
Comprehensive ServicesConvenient Hours & LocationsCompetitive Pricing
Perpetual Mercy HospitalDowntown Health Clinic
Strategic Marketing Case Analysis
ORGANIZATION
Insights & Relevant Forces
Perpetual Mercy HospitalDowntown Health Clinic
• Perpetual Mercy Hospital – Insights & Relevant Forces
History
Financial Strength
Perpetual Mercy HospitalDowntown Health Clinic
• Downtown Health Clinic – Insights & Relevant Forces
Affiliation with PMHPast, Present, Future PerformanceHours of OperationStaffing During Peak Hours
Perpetual Mercy HospitalDowntown Health Clinic
Strategic Marketing Case Analysis
PLAN OF ACTION
Analysis & Evaluation
Perpetual Mercy HospitalDowntown Health Clinic
Situation Analysis
Current & Potential Competition
Service & Profit Concerns
Perpetual Mercy HospitalDowntown Health Clinic
CompetitionDHC Average
Patients / Yr 3,900 6,949
Physicians / 8-hr Shift 1 2
Est. Patient Visits / Hr 1.9 3.4
Est. Avg Charge / Visit $ 68 $ 65
Perpetual Mercy HospitalDowntown Health Clinic
Liaison Work With Community
Patient Origin – 75% Within 3-Block Radius
Monthly Repeat Visits Increasing
Perpetual Mercy HospitalDowntown Health Clinic
Changes Within Industry
Segmenting Healthcare Services
Currently Operating at 42% Capacity
Perpetual Mercy HospitalDowntown Health Clinic
Solving For DHC Needs
Current Situation vs. Viable Future
Perpetual Mercy HospitalDowntown Health Clinic
Strategic Marketing Case Analysis
RECOMMENDATIONS
Marketing Strategies & Assessments
Perpetual Mercy HospitalDowntown Health Clinic
Recommendations - Promotion
Advertising
Increasing Community Recognition
Perpetual Mercy HospitalDowntown Health Clinic
Recommendations – Product & Pricing
Increase PPO Partnerships With Local Business
Focus on Employment & Insurance Physical Exams
Perpetual Mercy HospitalDowntown Health Clinic
Recommendations - Place
Extend Clinic Hours
Increase Staffing During Peak Hours
Perpetual Mercy HospitalDowntown Health Clinic
Recommendation Implementation
Competitive Response
Financial Outcome
Perpetual Mercy HospitalDowntown Health Clinic
Implementing Suggested Marketing Strategies
DHC Will Meet Service & Profitability Objectives
DHC Will Strengthen Position Within Target Market