Analysis of Marketing Strategy for Bellevue Hospital

The report analyzes the marketing strategy of Bellevue Hospital, including its services, target market, situational analysis, and competition. It proposes a Hypertension Management Service and evaluates the marketing goals and objectives. The report examines the marketing mix and stakeholders of the hospital.

ANALYSIS OF MARETING STRATEGY
Name of the Student
Name of the University
Author Note

Executive Summary
The report is based on the strategic analysis of Bellevue Hospital which is located in
New York. The healthcare organization is mainly known for being the first hospital to
be established in New York. The hospital started as a small institution which had
further grown to become huge organization in the later times. The services that are
provided by the hospital has also been analyzed in the report in detail. The major
services that have been discussed in the report are based on the surgery and
rehabilitation based facilities that are provided. The target market of the healthcare
organization is discussed in the report with the help of the information that has been
collected about the hospital. The situational analysis of the hospital is based on the
external market factors that affect the operations of the organization. The major
subject of the analysis is Hypertension Management Service Proposal. The marketing
goals and the marketing objectives that are also analyzed in the report in detail. The
competition that is being faced by the organization based on the hypertension
mitigation program is also analyzed. The report helps in the evaluation the marketing
strategies that are used by the contemporary organizations of Bellevue Hospital. The
marketing strategy that has been formed by Bellevue Hospital to manage the
Hypertension based program is examined in the report as well. The other topics that
have been discussed in the report include the marketing mix of the company, the
internal and external stakeholders and the communication strategies that are used by
the organization as well. The ethical criteria that has been set by the organization has
been linked in an effective way to all the other topics in the report.

Introduction
Bellevue Hospital is located in New York City’s established in 1736.
This healthcare facility is renowned in the entire world as it was the first
hospital established in the United States. Bellevue mission statement indicates
“provide high-quality health care to the people in New York as well as deliver
universal care to all patients with cultural sensitivity, dignity, and compassion
regardless their financial status”. This hospital started as a small institution
with six rooms and currently, it has developed into a twenty-five-story
institution. It can hold over 800 inpatients beds and over 1200 professions
(Trinh-Shevrin, Kwon, Park, Nadkarni & Islam, 2015). Bellevue is a member
of the worldwide largest hospital system, and it leads to the medical care as is
vision is to be among the top ten safest health facilities in the world.
Since Bellevue is a prestigious health facility, its goals focus on the
external and internal factors of the institution. Bellevue’s pride is being a
patient-centered facility and its significant goal is to assist individuals to lead a
healthy life hence establish healthy neighborhoods. Bellevue partner with the
University School of Medicine in New York which paves a way for expansion
and extends its ability to provide care and well-being to the New York
community (Shah, Campbell, Essock, Mekinulov & Rajparia, 2016).
Bellevue’s significant True North Metric aims to include human development,
quality, and service, growth, costs, delivery, and throughput. These goals
assist Bellevue in adopting a progressive development to generate positive
results in the hospital and within the community.

State of the service
Bellevue Hospital provides a multitude of options and services which
can help fulfill the needs of healthcare customers. Healthcare customers
feature the five healthcare Ps such as physicians, patients, payers, public, and
politics which prevail. Also, Bellevue has a complex for emergency care as
well as a trauma center Level one which provides healthcare services for both
out-patient and in-patients regardless of their ages (Oshinsky, 2017).
Bellevue health facility allows surgery services and rehabilitation
services for the patients. Moreover, women receive services for Gynecology,
Special Obstetrics, and others which concern Women’s Health regardless their
stage of life (Scheid, 2018). Professional programs such as pediatrics, heart
health, weight management, and mental health care as well provided to the
patients and the community members. In addition, Bellevue provides services
to health professionals through a partnership with NYC Health as well as other
referral sources for a medical specialty. Also, the institution engages in
financial partnerships which offer insurance services to the payers and other
programs of financial assistance which are allowed to the patients. Finally,
Bellevue’s has become a pioneer for health care services in due to its broad
network of services provided in New York City.
Stakeholders of the service
Stakeholders refer to the organizations, groups, or individuals which
are impacted by the individual conduct of an organization. The stakeholders
ate Bellevue Hospital include the employed staff, parents, society, and the

whole system of Health and Hospitals in New York which Bellevue belong.
All the stakeholders are impacted by the results and performance indicated at
Bellevue Hospital. For instance, on a personal scale, the patients who receive
care in the Emergency department can be referred to another hospital which
lies within the New York Hospital System.
Current state of services align with the mission, vision, and goals of the Org
Bellevue fulfills its mission of working to be at the top 10 safest
hospitals in the world through the vast resources and services, as well as
focused service providers. Bellevue aims to ensure the patients are treated with
sensitivity and dignity as it is depicted via the multilingual professionals,
service interpreter, and highly trained staff for mental health sicknesses (Rom
& Reibman, 2015). Also, Bellevue works to ensure the vision statement is
fulfilled by working progressively to ensure its performance improves by
employing the Breakthrough Technique in the daily practices.
Current target market for the service
Bellevue Hospital entails a multitude of health services that cover a
high population throughout the entire New York City. That makes Bellevue a
large institution in the world as it also provides health services outside the city
of New York and in the world. Bellevue Hospital provides specialized services
which include geriatrics, cardiac care, pediatrics, rehabilitation, mental illness,
women’s health, as well as public health. Statistics show that 40% of the
health services consumers are Latino or Hispanic and 30% range between 21-
44 years (Bellevue Hospital Center, 2012). Bellevue services and resources

allow it to aid the uninsured as well as underserved 30% of its care in the
entire New York City.
Situational Analysis
Market factors impacting Bellevue Hospital
Bellevue Hospital is vital healthcare facilities in providing patient-specific
care aimed at increasing customer satisfaction and high-quality care. One of Bellevue
Hospital’s strengths is its capability to provide teaching services apart from the crucial
clinical services. The hospital can, therefore, impact the society since the student-
managed programs provide important screenings and checkups to the public. In the
same token, another strength of the hospital is its cardiovascular program which plays
a significant role in reducing as well as preventing cardiovascular diseases (Manini et
al., 2012). Bellevue Hospital’s utilization of technology together with its outpatient
care particularly MITI, Mobile Insulin Titration Intervention, is a modern way of
managing patients as well as enhancing communication between health experts and
patients (Levy et al., 2015). The advanced technology which can treat chronic disease
has enabled the hospital to experience a higher number of customers. Similarly, the
patient-centered approach also makes the health care facility to receive many patients
in comparison to other healthcare facilities.
However, Bellevue Hospital has some weaknesses. The Bellevue Community
Needs Assessment proposed some ideas which have not been achieved (Williamson,
2016). Precisely, the idea to establish appropriate self-care plans especially for
hypertension patients has not been executed because of budgetary constraints.
Therefore, this can affect the hospital’s clinical service provision and care delivery.

Hypertension Management Service Proposal
Bellevue Hospital can market a service in regard to another fruitful program
already implemented. Typically, the MITI program has helped busy diabetes patients
manage their condition. My proposal, therefore, is that the MITI program is expanded
to incorporate hypertension management (Logan, 2013). Consequently, this will aid in
addressing the weakness of Bellevue Hospital’s inability to offer self-care plans,
particularly for hypertension patients because of budget restraints. The cost of
expanding the MITI program will not be expensive since it is already established in
comparison to creating a new program. The MITI program is prosperous indicating
that the incorporation of the hypertension program in it will be successful as well.
Marketing Goal regarding the Hypertension Program
It is essential for Bellevue Hospital to market the further expansion of the
MITI program. Moreover, to be specific, the hospital can utilize the platform which
made MITI successful. It can also increase their reach through extensive social media
marketing. Marketing through social media creates a measurable way of evaluating
the audience which is reached (Santoro et al., 2015). It is important to note that an
achievable objective of the program will be to include patients that are in the diabetes
program and have hypertension. Subsequently, this is a realistic and achievable goal
as most of the patients that have diabetes are also ailing from hypertension.
Marketing Objectives Alignment with Bellevue Hospital’s Strategic Goals,
Vision, and Mission.
The mission of Bellevue Hospital is to provide the most exceptional healthcare
services primarily to the people of New York and to offer appropriate health care to
all patients irrespective of external factors. More precisely, Bellevue Hospital’s

performance improvement objectives entail improving patient safety, security, care,
and outcomes simultaneously. The marketing objectives in regard to hypertension
management are in line with the goals of Bellevue Hospital’s goals since the program
aims at enhancing long-lasting patient improvements and outcomes (Oshinsky, 2017).
Therefore, the marketing objective is inclusive of all patients ailing from hypertension
who want to manage and probably reduce their hypertension.
Evaluation of Competition regarding the Hypertension Mitigation Program.
Generally, the utilization of a mobile application that is mainly developed for
hypertension mitigation and consequent medication adherence reveals a considerable
improvement in adherence to medication for the users. It is essential to note that the
mobile applications can detect and mitigate high blood pressure quickly compared to
other technologies. Therefore, this could be a probable competitor (Santoro et al.,
2015). However, the mobile application program is personal, not managed by clinical
staff in comparison to the new hypertension mitigation program or MITI.
Evaluation of contemporary marketing strategies.
Bellevue Hospital’s contemporary marketing techniques include marketing
through social media especially Twitter, YouTube, LinkedIn, and Facebook. It also
markets through advertising and marketing email. These marketing strategies are
imperative in helping to connect to the current technology-oriented audience allowing
for a more individualized connection. YouTube use allows prospective patients to
have an in-depth look concerning the hospital’s culture. Facebook and Twitter pages
aid in advertising the services and programs that are available and hospital news
(Santoro et al., 2015). Consequently, these aspects are done ethically with the
patients’ consent in case their information is utilized.

Marketing Strategy
Across several industries, the rate of expenditure to attract new customer base
is higher than retaining an existing customer base. The attrition rate in the healthcare
sector is immensely high in comparison to other sector. The patient journey has been
comprised of various forms of interactions with the heath care organization. The
journey map of Bellevue hospital delineates each patient and further would facilitate
marketing department of the hospital to attain an in-depth knowledge and
understanding of the experience of the target base (Ahmad et al., 2013). Furthermore,
implementation of journey map exercises would aid in the process of guiding,
creation as well as implementation of effective communication approaches in order to
enhance the patients’ experience. Bellevue marketers must employ significant
retention centric digital marketing tactics such as Search Engine Optimization (SEO)
whereby the procedures present patients with significant awareness and information
through the means of expected communication platforms (Bonevski et al., 2014).
Marketing Mix
In order to develop a marketing strategy, Bellevue hospital must take into
consideration the 4Ps: Product,Price, Placement, and Promotion
Product-The service that I propose for Bellevue Hospital is to provide a pain
management service to its patients. Pain management will be a valuable service to
patients after surgery and also work hand in hand with rehabilitation department of
the hospital. This proposed service will be committed to treat pain and give relief
from pain. Pain is a condition of mild to serve discomfort. Pain can be sorted into
three main types Acute, Chronic and Cancer pain. This service seeks to explore all
options within reach to relief patients from pain.

Price- With the increased cost of healthcare in the United States, price is
considered to be one of the utmost concerns for the potential patients, specifically
the ones devoid of comprehensive health insurance treatment.
Placement: Bellevue can aim to seek new locations in order to develop their
operating hours and further reach out to localized communities in order to provide
improved accessibility to health care services and outreach its rivals (Christopher,
Payne & Ballantyne, 2013).
Promotion- The promotional strategy of Bellevue hospital can incorporate
significant strategy of community involvement (Amin, & Nasharuddin, 2013).
Physician, payer, politics, patient and public are the five Ps of marketing for
consideration.
Payer- Bellevue hospital is known see patients who are uninsured so the market
target for the proposed service will be gear toward people with Medicaid, Medicare
and others with private insurance.
Patients- One of the vital element is patients that can make the service work. The
target market will be some patients from the rehabilitation department, patient with
prolong chronic pain. Referrals from other clinic will also help increase the number
patient who will be getting the service.
Physicians- Physicians are needed to provide the required services and the patients
are needed to provide a service to. Pain management involves wide variety of
physicians from different departments. Physicians are internal stakeholders that
will help market the service by referrals and impact patients upon contact.

Politics- This is more of how the new service proposed aligns with Bellevue
Hospital’s mission and vision and the image it creates.
Public-The involvement public in the marketing mix is essential to the success of the
service. Public always have an important role to play when marketing a new, their
involvement and constructive feedback is gold. The public is a great source of
information about what other institution are providing in relation to the proposed
service.
Target Market
Target market for the service in terms of geographical standpoint is New York where
Bellevue Hospital is located. The service will target the people within the ages 30-65
and above. A study by the National Institutes of Health found one in 10 Americans
experienced pain every day for three months. Post-surgery patients and patient going
through rehabilitation are part of the target market.
Currently Used strategies
The currently used marketing strategy is more web based with falls outside of the
target market comfort zone especially the age of 65 and above. Web base marketing
best suites the ages 30 and below who are actively involved in social media and spend
more time on the web.
Marketing strategy
Proposed marketing strategies are as follows; TV commercials, Direct mail, Mobile
Alerts, Radio, Brochures and conducting free medical screenings. Taking the

demographics of the target market running TV commercials will help catch their
attention. Popular radio podcast with a large audience can run advertisement for the
new service. Brochures could be place at vantage points all over the city and at the
clinic to create awareness.
Ethical Criteria
The ethical criteria set by Bellevue Hospital is of high standards. The ethical criteria
used for selecting marketing strategies for the new service was simply base on truth,
honesty, transparency and respect for our patients and the entire community at large.
Communication Strategy
The marketers of Bellevue hospital must focus on the beneficial factors
because of its significance to target marketing. Furthermore, developing an intimate
awareness of the relevant needs and requirements of their desired target market and
further know the way the target base will benefit from utilizing their services and
facilities (Ahmad et al., 2013). Marketers must take into consideration people
purchase services in order to apprehend significant life-improvement benefits such as
pain relief, efficiency, abilities, and factors related to reliability and sincerity, personal
associations (Newton et al., 2013).
Internal Stakeholders
Internal stakeholders such as doctors, employees and administrators play a
major role in marketing a new service but how are these individuals going to get the
information. Communicating with internal stakeholders will be done through emails
and follow up with a general meeting with them to have a direct contact.

External stakeholders
It is important to note that communication plan is a vital factor for ensuring
that external stakeholders such as patient, partners, governors or the citizens must be
aware of the Bellevue’s vision and the section where they can put efforts to achieve it
(Christopher, Payne & Ballantyne, 2013). Bellevue marketers will communicate the
aims and objectives along with the strategic purposes through the regular involvement
with the external stakeholders as well as through the means of media briefings.
Collaboration and effectiveness of the marketing plan
Marketers of this organization must aim to ensure that the external
stakeholders are well-informed of the rate of development and progress towards their
established aims, further celebrating the achievements and success and endorsing the
clinical services which are vital for the organization’s strategy (Ahmad et al., 2013).
Bellevue marketing team must create corporate cultural approaches whereby
employees would develop a sense of openness to interact in sincere manner to the
management. Collaborating with the external stakeholder will give the marketing
department more insight in terms of data. For example the epidemiologist can help
with target market demographics that will help refine the marketing plan.
Ethical Criteria
Furthermore, marketers should understand the variance of factors related to legal and
ethical criteria and thus must implement effective leadership techniques to
comprehend the differences (Christopher, Payne & Ballantyne, 2013). Ethical criteria
use to guide communication decision for stakeholders was integrity, fidelity and
fairness.