HCM 325 Ohio State University Healthcare Marketing Discussion

Using the  Module Six Discussion Worksheet Word document, outline the pros and cons of two marketing techniques you may use to market your selected product or service. The marketing techniques should support the mission and vision of the organization, and brand identity of the product or service. Your selection should be based on the fundamental marketing principles you have explored throughout the course.

Note: You must include at least one traditional marketing technique (e.g., public relations, advertising, sales and sales promotion, direct marketing) and one electronic/social media technique (e.g., social media, websites, blogs, podcasts/webcasts, YouTube).

For your initial discussion, post your worksheet for review by your peers.

In your response posts, review your peers' work and provide suggestions that will help them refine their marketing strategies before submitting their final proposal. Review the Marketing Strategies section of the final project and refer your peers to specific critical elements that you are using as a basis for your feedback.

1 HealthCare Marketing Courtney Roberts Southern New Hampshire University HCM 325 – Healthcare Marketing November 22, 2022 2 HealthCare Marketing: Mayo Clinic Rochester Surgery Services Marketing Goals The Mayo Clinic Rochester Surgery Services has several marketing goals that apply best practices and align with the organizational mission and vision. The first goal is to provide highquality surgical care to patients. This includes ensuring patients receive the best care before, during, and after surgery. The second goal is to promote the use of Mayo Clinic Rochester surgical services by referring physicians and other healthcare providers (Berry & Seltman, 2014). This includes working with referring physicians to ensure that they are aware of the full range of services offered by Mayo Clinic Rochester and that they are comfortable referring patients to the clinic. The third goal is to increase patient satisfaction with Mayo Clinic Rochester surgical services (Ahuja et al., 2013). This includes ensuring that patients have a positive experience before, during, and after their surgery and that they are satisfied with the results of their surgery. Industry Segment In the United States, the healthcare industry is segmented into many different categories, each serving a different population segment and having different market dynamics. The segment that is most relevant to the Mayo Clinic Rochester Surgery Services is the hospital industry (Helmers & Harper, 2019). This industry segment includes all hospitals, both public and private, as well as all other facilities that provide surgical services. Several factors have contributed to the growth of the hospital industry in recent years (Ahuja et al., 2013). One of the most important is the aging of the Baby Boomer generation. As this large group of people has reached retirement age, they have increasingly needed the services that hospitals provide. Another important factor is the expansion of insurance coverage under the 3 Affordable Care Act (Wald et al., 2018). This has resulted in more people having access to hospital services, as well as preventive care that can help avoid the need for hospitalization. The hospital industry is highly regulated, which can impact hospitals' ability to respond to market changes. For example, hospitals are required to meet certain standards in order to be accredited. This can make it difficult for new players to enter the market (Berry & Seltman, 2014). In addition, the reimbursement rates that hospitals receive from insurers can vary, impacting the bottom line. The hospital industry is a major contributor to the economy, employing over 5 million people and generating billions of dollars annually. The industry is expected to continue to grow in the coming years as the population ages and the demand for healthcare services increases. Target Markets Mayo Clinic Rochester Surgery Services is a healthcare organization that provides surgical services to patients in the city of Rochester, Minnesota, and the surrounding area (Helmers & Harper, 2019). The organization's target markets are individuals who require surgical procedures and their families. Mayo Clinic Rochester Surgery Services strives to provide high-quality, compassionate care to all its patients. The organization offers a wide range of surgical procedures and is committed to meeting the unique needs of each patient (Berry & Seltman, 2014). In order to meet the needs of its target market, Mayo Clinic Rochester Surgery Services collects data on demographics, preferences, and consumer behaviors. This data helps the organization better understand its patients' needs and provide them with the best possible care. SWOT Analysis 4 Mayo Clinic Rochester is a world-renowned surgery center that provides top-notch surgical services to patients worldwide. The center constantly strives to provide the best possible care to its patients and is always looking for ways to improve its services (Ahuja et al., 2013). One way that Mayo Clinic Rochester has been able to stay ahead of the competition is by conducting regular market analysis. This includes a SWOT analysis, which considers the center's strengths, weaknesses, opportunities, and threats. Some of Mayo Clinic Rochester's strengths include its highly skilled and experienced surgeons, cutting-edge surgical facilities, and its reputation for providing excellent care. Weaknesses include the high cost of its services and the fact that it is located in a small city, making it difficult for some patients to access (Berry & Seltman, 2014). Opportunities for the center include expanding its services to include more procedures and treatments and increasing its marketing efforts to reach a wider audience. Threats to the center include the possibility of new competitors moving into the area and the potential for negative publicity. Competitor Assessment Mayo Clinic Rochester is a surgery services provider that offers a wide range of services. Its main competitors are Allina Health and HealthPartners. Allina Health is a large healthcare system that offers various services, including surgery. HealthPartners is a smaller healthcare system that focuses on primary care. Allina Health is a strong competitor for Mayo Clinic Rochester (Wald et al., 2018). Allina Health has a strong brand and is a large healthcare system. It offers a wide range of services, including surgery. Allina Health is also a non-profit organization. However, Allina Health has some weaknesses. It has been accused of being slow to adopt new technology (Ahuja et al., 2013). It also has a higher cost structure than Mayo Clinic Rochester. 5 HealthPartners is another strong competitor for Mayo Clinic Rochester. HealthPartners focuses on primary care (Helmers & Harper, 2019). It is a smaller healthcare system, but it has been growing rapidly. HealthPartners has a strong brand and is a non-profit organization. However, HealthPartners has some weaknesses. It has been accused of being slow to adopt new technology. It also has a higher cost structure than Mayo Clinic Rochester. Market Position Mayo Clinic Rochester Surgery Services is currently in a strong market position. The organization has a long history of providing high-quality surgical care, and this reputation has allowed it to maintain a large market share (Helmers & Harper, 2019). Additionally, Mayo Clinic Rochester has a very strong brand and is widely recognized as a leader in the field of surgery. This brand equity has helped the organization weather economic downturns and remains profitable even when other providers are struggling. Several factors contribute to Mayo Clinic Rochester Surgery Services' strong market position. First, the organization has a long history of providing high-quality care (Ahuja et al., 2013). This reputation has been built over many years, allowing the organization to maintain a large market share. Additionally, Mayo Clinic Rochester has a very strong brand and is widely recognized as a leader in the field of surgery (Wald et al., 2018). This brand equity has helped the organization weather economic downturns and to remain profitable even when other providers are struggling. Mayo Clinic Rochester Surgery Services’ strong market position is also due to the organization’s commitment to innovation (Helmers & Harper, 2019). Mayo Clinic Rochester is constantly investing in new technologies and procedures to ensure that it can provide the best 6 possible care to its patients. This commitment to innovation has helped the organization attract and retain the best surgical talent, which has helped further solidify its market position. 7 References Ahuja, Y., Pyi, S. M. K., Malihi, M., Hodge, D. O., & Sit, A. J. (2013). Clinical results of ab interno trabeculectomy using the trajectory for open-angle glaucoma: the Mayo Clinic series in Rochester, Minnesota. American journal of ophthalmology, 156(5), 927-935. Berry, L. L., & Seltman, K. D. (2014, February). The enduring culture of Mayo Clinic. In Mayo Clinic Proceedings (Vol. 89, No. 2, pp. 144–147). Elsevier. Helmers, R. A., & Harper, C. M. (2019, September). The mayo clinic model of clinical integration. In Healthcare (Vol. 7, No. 3, p. 100330). Elsevier. Wald, J. T., Lowery-Schrandt, S., Hayes, D. L., & Kotsenas, A. L. (2018). Mayo clinic care network: A collaborative health care model. Journal of the American College of Radiology, 15(1), 167-172.