Bellevue Health Facility Enhances Service Delivery Through New Marketing Strategies - Essay Sample

Introduction

The services offered at Bellevue health facility are under the support of marketing and communication. The hospital contemplates to establish new marketing strategies, marketing of the hospital's services, establishment and management of the patient-hospital relationship, and lastly, delivery of exceptional customer services, and then communicate them to internal and external stakeholders for effective implementation and hence, enhanced service delivery (Pride & Ferrell, 2016). The new marketing strategies would overshadow the previous and ineffective marketing strategies used by the hospitals. Also, the communication frameworks should observe ethical requirements such as beneficence.

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Marketing Strategies

Effective Marketing Strategies

Several marketing strategies are available for use by the business organization. However, the nature of the business depends on the type of services offered by the business organization in question determines the most appropriate marketing techniques that can deliver excellent results. In the case of Bellevue Hospital, three strategies are effective. They include the marketing of the hospital's services, establishment, and management of the patient-hospital relationship, and lastly, delivery of exceptional customer services (Van de Voode, 2010). These strategies are ideal for enhancing the coverage of the hospital.

The 4 and 5Ps as Used In the Marketing Mix

Product, place, price, and promotion are the 4Ps of marketing. The 5Ps, on the other hand, are product, place, promotion, people, and the price are the 5Ps of marketing. The politics surrounding the people's choice and preferences will impact significantly on services offered. For instance, if people require high-quality services, the hospital will have to conform to people's demands (Ferrel, Hartline, & Trevino, 2011). To this end, the hospital will be paid for the services it renders to the public.

The Business Target Market

The general public is the hospital's primary target market. One characteristic behavior of the general public is its diversity. Demographically, the general public is composed of individuals of different qualities such as age, level of education, gender, sex, income, and occupation (Ferrel et al., 2011). These individuals are targeted concerning their respective geographical locations, whether cities or remote areas. Behavioral qualities, like decision making, will accompany these qualities. Lastly, psychographic aspects like individual values and interests are also paramount. In this part, the aspect of whether or not they can consider or prefer Bellevue's services erect, and this is to determine whether or not they can warm up for the hospital.

Contemporary Marketing Strategies Regarding Their Ineffective Nature

The contemporary strategies of marketing are ineffective since they are not categorical on driving clients down the sales funnel of the hospital. The strategies are rather focused more on the internal structures of the hospital than the external. As such, there is a disparity between the 4Ps of marketing (Ferrel et al., 2011). For instance, the strategies focus on how to improve the internal hospital environments like effective communication and employment of proficient personnel. However, other crucial factors, like the behavior of the target market and its fundamental demographical qualities, are not considered. The disparity will amount to failure.

Justification for the Effective Proposed Marketing Strategies

The effectivity of the proposed marketing strategies is beneficence (Van de Voode, 2010). For instance, marketing the hospital's services means spreading information about the patients' need. As such, while the hospital achieves business, from patients treated, the patients get relief from ailments. Both sides are satisfied when patients get relief, and the hospital is compensated for services rendered. Also, the development of strong patient-hospital relationship enhances future collaboration that will bring more benefits to each party.

Ethical Frameworks Governing the Selection of Marketing Strategies

Beneficence is the fundamental ethical strategy when selecting the marketing strategy (Van de Voode, 2010). As the ethical foundation of marketing strategy selection, beneficence will ensure that the marketer and the target market is bound to benefits. As such, it assures patients relief, in this case, and Bellevue hospital compensation for services rendered.

Communication Strategies

Sharing of Market Plans Information to Internal Shareholders

The social media is an effective way of interconnecting the selling plans to internal investors. The method is utterly quick and efficient as it passes on the information regardless of the locations of the internal stakeholders (Cornelissan, 2008). Also, management of internal social media networks is hassle-free, and this enables quick dissemination of information within the organization.

Marketing Plan Procedure with External Investors

Communication with the external stakeholders, whether direct or indirect, is quite an uphill task. However, social media, owing to its broad coverage, will effectively target the indirect and indirect stakeholders. For instance, posting news to circulate through the internet is an effective way of capturing the attention of stakeholders like legislators (Cornelissan, 2008). In the process, the hospital will be capturing the directly-involved external stakeholders like public health officials. The basis of this approach is the fact that the personnel have access to the internet and are active social media users.

Role of Communicating Marketing Strategies in Creating Effective Collaboration

Communicating the plans is the precursor to the acquisition of knowledge necessary to successfully facilitate the Hospital's marketing (Pride & Ferrell, 2016). In this part, communicating the hospital's marketing strategies acquaint the external and external stakeholders with its approaches to marketing its services. In the process, these stakeholders become aware of their roles in achieving the hospital's goals as well as how they are supposed to approach the goals. As such, the stakeholders will join hands and work towards achieving the common goal; making Bellevue Hospital a common brand. The converse is witnessed where there is improper communication. Differences emerge among the stakeholders, and as such, they pull towards their respective directions, if not thwarting the whole marketing program (Pride & Ferrell, 2016).

Ethical Frameworks Applicable To Communication of Various Stakeholders Segments

The ethical perspective of beneficence is at the core of communicating the decisions of stakeholders responsible for the hospital's market segments (Van de Voode, 2010). It is the interest of the stakeholders, and the segment represented as well as the hospital that accurate and concise message is communicated. Ideally, the right information should be passed on across the board, and this is to ensure that the message intended reaches the intended destination for appropriate action. For instance, if the market segment requests improvement of service delivery, through their stakeholder, it is ideal that the right and unaltered information reaches the intended destination for actions.

Conclusion

Bellevue Hospital should establish new marketing strategies like enhancing the hospital-patient relationship, marketing of its services as well as delivery of exceptional services. Communication n of these strategies, while observing ethical frameworks like beneficence, is necessary. The bottom line of these considerations is the need for collaboration, between external and internal stakeholders, in enhancing the effectivity of the formulated marketing strategies.

References

Cornelissan, P. J. (2008). Corporate Communication: A Guide to Theory and Practice 2nd Ed (9781847872463). Sage Publications. Retrieved from https://books.google.co.ke/books?id=VSVu-phm5GMC&pg=PA5&dq=communicating+with+both+internal+and+external+stakeholders&hl=en&sa=X&ved=0ahUKEwju-Je5563jAhXTbsAKHZm3Cx4Q6AEIKDAA#v=onepage&q=communicating%20with%20both%20internal%20and%20external%20stakeholders&f=false

Ferrel, O. C., Hartline, M. D., & Trevino, R. M. E. (2011). Estrategia de marketing. Mexico: Cengage Learning. Retrieved from https://books.google.co.ke/books?id=Lt12ggizMhIC&pg=PA177&dq=psychography,+demography+geography+behavior&hl=en&sa=X&ved=0ahUKEwiGjtjH263jAhVyQkEAHdFQAh0Q6AEIKjAA#v=onepage&q=psychography%2C%20demography%20geography%20behavior&f=false

Pride, W. M., & Ferrell, O. C. (2016). Foundations of marketing. Cengage Learning. Retrieved from https://books.google.co.ke/books?id=czFBBAAAQBAJ&pg=PR17&dq=how+communication+strategies+enhance+the+effectivity+of+marketing+plans&hl=en&sa=X&ved=0ahUKEwjms9CP5a3jAhXSN8AKHfQrBwUQ6AEINjAC#v=onepage&q=how%20communication%20strategies%20enhance%20the%20effectivity%20of%20marketing%20plans&f=false

Van de Voorde, E. (Ed.). (2010). Critical issues in air transport economics and business (Vol. 84). Routledge. Retrieved from https://books.google.co.ke/books?id=CXXFBQAAQBAJ&pg=PT401&dq=marketing+starteies+and+the+4/5ps+of+marketing&hl=en&sa=X&ved=0ahUKEwjutM22163jAhUjzIUKHU86C1kQ6AEISTAF#v=onepage&q=marketing%20starteies%20and%20the%204%2F5ps%20of%20marketing&f=false