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P 510 Final Project Case Study

IHP 510 Final Project Case Study

For use in the final project

A meeting convened in late September, 2013, to discuss a disturbing trend in the tri-county area of rural Iowa. Over the past year, both the emergency departments and shelters had seen a steady increase in women with young children showing up at their doors with healthcare concerns ranging from pediatric pediculosis and signs of malnourishment to miscarriages and previously undetected female cancers (e.g., breast, uterine, ovarian).

The meeting was called by the county health executive, Susan, representing the three counties. The attendees were the major health system’s emergency services director, Dr. Matt, and coordinator of public relations, Marjorie; the director of the university extension office on public welfare, Carrie; Dave from Catholic Charities; Maria of Lutheran Social Services (LSS); and John from the Free Clinic, which is staffed by volunteer medical members of the community.

Susan, from County Health, begins the meeting. “Thank you, everyone, for taking the time to join us today. We have lots of things to discuss, so why don’t we begin by focusing in on the highlight of this meeting. All of us have seen an increase in women and children presenting at our facilities, needing medical assistance as well as other related services.”

At that, there is quite a bit of discussion. Dr. Matt provides the hospital’s point of view and mentions that the women and children are coming in with no addresses on record, which hints to them being homeless. The hospital has reports of some mothers and children living out of their cars, whereas others are living in parks during the warmer months.

“And,” Marjorie, the PR coordinator for the hospital, pipes in, “what faces us today is not just the medical aspect of this. Keep in mind that colder weather is on its way, and there seem to be so many more of these mother/child couples in our area.”

 “After speaking to Maria at LSS, we are both seeing an increase as well. What’s more is that they are not from one specific background or ethnicity. Hispanics, non-Hispanics, African Americans—they are all evenly represented.” Dave mentions.

The discussion is progressing rapidly, so Susan knows she made the right choices when forming her committee. They all seem to have something to say.

 John notes that a good number of the mothers and children reported that they are from a neighboring city and had left because they received little assistance.

“I don’t understand how these folks are finding their way here. Wouldn’t you rather stay in a hometown than venturing into a new, and especially rural, community?” Dr. Matt asks.

“From what I’ve seen, these folks are desperate,” Maria responds. “They have learned about our generous resources here from the local papers as well as online.” “Online?

 How are they getting online to find out about us?” Carrie asks.

“They have smartphones,” John mentions. “Many of them are quite active on social media via the smartphones provided to them via the social assistance program in the state. These folks know what our hours are at the free clinic and the days we are open. Unfortunately, with our limited schedule and resources, we are not open enough to help even 5% of what we are seeing. Dr. Matt, this is why your emergency department has been seeing such an increase.” John looks to Dr. Matt across the table.

It is Marjorie who speaks next. “I guess that explains why our Facebook page has been inundated with requests regarding payment plans or free childhood immunizations. They also ask about free screening mammograms via our email question form. I’d bet we receive at least 10 per week.”

 Susan is leaning forward now. “Marjorie, that is interesting to hear. Do you have much interaction with them? Like, actual conversations on your pages where you are able to direct them to the appropriate resources?”

Marjorie confirms this, but reveals what she sees as a difficulty in reaching out to these mother/child pairs.

“The problem remains that we are being reactive instead of proactive at this point. We really need to get good, solid programs in place as well as ways to reach these folks. It is hard to do when many of them don’t have permanent residences and are as transient as they are.”

 The conversation changes briefly when Dave mentions that the police and fire departments should be included in the committee. Many times, the mothers have sought assistance by going first to the police or fire stations and were transported to the medical center by a police officer.

“Many of these folks show up there and are transported to our agencies by them, which is great, but they may be able to provide additional support, information distribution, or ideas since they are on the front lines too.”

“That’s probably a good idea, but if you ask me, we need to do something fast. Especially with what some of these women are presenting with. Breast cancer, ovarian cancer, and the list goes on. So many of these could be detected at an earlier stage, but we are seeing them at late stages due to neglect, and not from their own accord, but because of circumstances beyond their control.” Dr. Matt is clearly concerned about moving forward. There is murmuring among the attendees; concerns are voiced and ideas are mentioned.

 “I agree, Dr. Matt.” Susan regains control of the room. “This is such a shame that with what we have to offer, it is uncoordinated and not very effective. But the old argument will be funding and getting the word out. You know that any actions we take as a committee have to be approved by the county board. And there are 12 of them, and many don’t realize what is happening. We have to be coordinated, we have to be tactful, we have to be empathetic, and we have to be practical with the purse strings. But we have to act; you’re right.”

 Maria and Dave decide to seek out additional resources from their organizations to offer up every bit of assistance that they can.

From the extension point of view, our mission is to educate. Perhaps we can help determine the best ways to reach not only those who are in need but also the frontline folks like the police and fire departments, who many times are the first contacts with these folks in need.” Carrie adds, nodding to Dave.

 “I think the next meeting should also include the local paper and radio station,” Marjorie notes.

John agrees. “That makes a lot of sense, Marjorie. Some of these folks, while learning about us online, have also heard us on our local station on the community calendar.”

 “And, in the unfortunate event their car is their home, then the radio can be a central point of information.” Dave mentions. Everyone agrees that the radio is a good resource.

 “I am also going to contact the community college. We have a good social work program there as well as a marketing program. Maybe the students could help us devise a plan to reach these people as part of their program,” says Carrie.

Marjorie asks, “Carrie, how about we go together?” She adds, “I have some contacts over there as well, and maybe we could collaborate on some strategies.”

 “You know, everyone, I know we have the best intentions, but we are going to have to keep an eye on all of this. How will we know if our efforts are working? Like medicine, sometimes it is minute improvements rather than huge blips on a radar screen.”

 “I agree, Dr. Matt, and that is going to be one of the primary questions we will get from the county board before they hand us any funding,” Susan responds. “We’ll have to be prepared to answer them.”

“Susan, don’t forget our neighbors to the south, where a majority of these folks are coming from. We need to find out why. We need to see if we can stem the tide or, in the real scheme of things, at least discover how we can work with them to disseminate information to these folks as they make their way into our counties.” John continues, “I mean, is the problem that they don’t have the resources, or is it the quality of resources?”

“Well, from what I know, I can tell you folks are just a number down there, as they are in many urban environments. There is the perception that rural is better. From my colleagues, I hear time and time again that these folks have lost hope. They would rather spend the night in a park up here than down there because of the crime situation,” Dr. Matt answers.

 Susan sits back in her seat, shuffles some papers, and addresses everyone as she speaks next. “Good points, everyone. I see that we have made some real progress in identifying the problems. Let’s reconvene in a week to discuss our preliminary plans”

IHP 510 Final Project Guidelines and Rubric

This assessment addresses the following course outcomes:

· Build all-inclusive healthcare marketing campaigns for implementation and evaluation utilizing various combinations of traditional and online marketing practices

· Evaluate current social media marketing methods for their potential to reach specific healthcare audience demographics

· Conduct comprehensive needs assessments that inform the implementation of appropriate marketing tactics by analyzing the healthcare market

· Develop ethical internal support strategies that would gain key stakeholder interest and participation for marketing goals

· Create evaluation strategies for measurement of healthcare marketing success which utilize online tools

· Apply market segmentation strategies for targeting unique healthcare consumer behaviors with pricing strategies and the utilization of marketing channels

Specifically, the following critical elements must be addressed:

 I. Needs Assessment

a) Evaluate the key groups or demographics that are medically underserved in this community.

i. Why are these populations currently underserved? Consider the various factors that contribute to a decline in community services.

ii. What barriers exist that would prevent these underserved populations from gaining access to medical information or care? Consider demographic information such as language, age, and income.

b) Develop market segments from the demographic information identified in the case study.

i. What unique characteristics can you identify that would determine the best marketing methods to reach these individuals based on their demographic profiles?

 ii. How is consumer behavior reflected in these market segments?

iii. What marketing channels are currently being utilized in this community?

 c) Assess how cost is currently influencing marketing messages in this community.

i. What is the influence of pricing on these marketing messages?

ii. How are insurance, self-pay, and Medicaid influencing marketing messages?

 d) How is traditional marketing currently being utilized to reach the specific healthcare audience in this community?

i. Address both the strengths and weaknesses of these current marketing strategies, specific to this community.

ii. What specific aspects of the current healthcare marketing plans are most likely the greatest contributing factors to the need for a new marketing campaign?

e) How is online marketing being utilized to reach a specific healthcare audience in this community?

i. Address both the strengths and weaknesses of these current marketing strategies, specific to this community.

 ii. What specific aspects of the current healthcare marketing plans are most likely the greatest contributing factors to the need for a new marketing campaign?

 II. Marketing Campaign

 a) Evaluate the traditional marketing mediums.

i. What are their strengths and weaknesses in reaching a healthcare audience?

ii. Be sure to include the big three traditional marketing mediums: print, radio, and television.

iii. Consider evaluating outdoor marketing, as well as direct mail.

 b) Evaluate the online marketing mediums.

i. What are their strengths and weaknesses in reaching a healthcare audience?

ii. Be sure to include top online marketing mediums, such as social media and pay-per-click advertising.

 iii. Consider evaluating web content development and search engine optimization.

c) How can the aforementioned traditional and online marketing mediums be combined to effectively reach target audiences?

i. What will be the specific combination you will utilize in this marketing campaign? Be sure to include at least one social media marketing tool.

ii. How will this combination prove effective to reach your target demographic?

iii. Be sure to support your answer with research.

d) What strategies can be utilized internally for a seamless marketing strategy roll-out?

i. How can you ensure “buy-in” from management, physicians, and staff?

 ii. Which strategies will you utilize for this specific marketing strategy?

iii. Why will this strategy be the most effective for ensuring “buy-in”?

e) Outline the implementation plan for this marketing campaign. Be as specific as possible, and remember to include the various stakeholders in this campaign.

f) How will this marketing campaign address the various market segments that were defined during the needs assessment?

i. Be sure to address the previously identified marketing channels.

ii. How does the new marketing address consumer behavior?

g) What part of this marketing campaign is designed to address cost’s influence on marketing?

i. Include your plan to mitigate pricing’s influence on marketing messages.

ii. How is this marketing plan integrating the influence of insurance, self-pay, and Medicaid?

 h) What are the potential ethical implications when utilizing patient data gathered to market to their perceived healthcare needs?

i. Be sure to factor in patient privacy for both traditional and online marketing mediums. ii. How have these ethical implications changed over time?

iii. For this specific case study, how will you ensure that patient data is gathered ethically?

III. Evaluation Strategy

a) What evaluation tools are available online and offline to help measure the success of various traditional and online marketing mediums?

i. How can you ensure the reliability of these tools?

 ii. How often during the campaign cycle should they be accessed and reviewed?

 b) What limitations exist when evaluating marketing that has been implemented on social media, if any?

Consider recent breaches of social media “best practices” when developing your answer. c) In what effective ways can evaluation tools be integrated together to help strategize future marketing campaigns?

d) Which specific evaluation tools will you utilize for this marketing campaign?

i. Why are these tools the most appropriate?

ii. How can you ensure the reliability of these specific tools?

iii. Be sure to provide support for your answers.

e) What are the most effective presentation formats that can be utilized to present these evaluation results to key constituents within your organization?

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