Healthcare Marketing Strategies: Adventist Health St. Helena Analysis

This report provides an in-depth analysis of the healthcare marketing strategies employed by Adventist Health St. Helena, a critical access hospital in Napa Valley, California. The report begins with an introduction to the hospital and its services, including behavioral health, emergency services, and various specialized units. It identifies the hospital's target market and discusses its mission statement, highlighting both strengths and weaknesses. The report then delves into the legal aspects of healthcare service provision, emphasizing patient rights and their impact on marketability. It further examines the services offered, such as heart and vascular centers, medical/surgical services, and women's services, concluding that Adventist Health St. Helena provides a holistic approach to healthcare. References from academic journals and the hospital's website support the analysis.

Healthcare
management system
Adventist Health St. Helena

Introduction
• While conducting management system for the
healthcare facilities, it is important to
implement certain theories and processes so
that majority of the healthcare service users
could be attracted to the care facility.
• The primary aim of this presentation is to
understand the healthcare marketing
strategies and principles applied by Adventist
Health St. Helena so that the needs and
requirements of the local population could be
understood and the way people overcome
these aspects could be identified.

Details of CAH chosen
• The chosen Critical Access Hospital
selected for this presentation is the
‘Adventist Health St. Helena’ is being
operated by the group of Adventist
hospital, which includes more than 19
group of hospitals and is located in the
Napa valley, California, western USA.
• This hospital provides variety of
services to the service users in Napa
valley, that makes it the second largest
employer in the county ("About Us |
Adventist Health St. Helena", 2019)

Its target market and service provided
This hospital provides effective care to the
patients across multiple processes such as
• behavioral health,
• Emergency services,
• Family and child birth unit,
• Home care process,
• Coon and joint replacement process,
• Medical imaging process,
• Cartilage restoration and pharmacy services.
• Women services
• Surgical services,
• Psychiatry,
• Reconstructive surgery,
• Laboratory services,
• Ear Nose and Throat services or ENT services.

Its target market and service provided
• With market expansion and growth
in its healthcare processes the
organisation is thinking about their
expansion and in the process they
are supposed to implement the
faith-based whole-person care.
• Further, the hospital has also
included the mental illness, heart
attack or cardiac unit and COPD
unit so that people could be
provided with effective care.

Its mission statement
The mission statement:
• The healthcare facility is determined to
provide effective care to the patients so that
they could achieve holistic care, implement
hope and broadens their focus so that they
could help the patients for their wellness
("Adventist Health", 2019)
• Another mission of this healthcare facility is
to include every community and population
around it so that with collective values and
cultural aspects they could provide their
healthcare service another dimension
("Adventist Health", 2019)

The Lacks and Recommendations for the
mission statement
The lacks and which are observed in the mission statements are:
• The statements are not structured in an orderly manner. There are overlapping missions that are to
be achieved by the hospital
• The mission statements are very long (Alegre et al., 2018). The patient will lose its interest in
reading such a long statement
The recommendations which should be incorporated into the statements are:
• There should be a clear flow of the words with structured sentences
• The statement needs to be written in one appropriate word for each of the mission stated

How this hospital can provide its
services legally
Hospitals are places which provide patients hope as it is a place that provides chances of recovery but altogether it is
also the cause of stress, tension, economic burden for many people. When a family member gets sick, the other
members of the family depend on the hospital to believe that the hospital and its staff will cure the person back to
normal health. However, there are many times when the organization can take advantage of the misfortune. Hence,
there are certain legal rights which are needed to be followed by every healthcare facility to provide their services
legally.
• Right to information – It is the duty of the hospital staff members to share the health details of the patient with them
and their staff members.
• Right to emergency medical care – During emergency situations, any person can avail medical care in any
government and private hospital.
• Right to confidentiality – It is the duty of the hospital to keep a hold of health information of patient in strictly
confidential way from everyone except the patient and caretakers.

The way it impacts the marketability of
the healthcare system
Adventist Health St. Helena provides a vast variety of services. The hospital consists of
Emergency departments for the emergency situations. There are total of 181 beds
(adventisthealth.org, 2019). The other services provided by the Adventist Healthcare
organization are –
• Heart and Vascular Centre – It consists of 2 cardiac cath labs, a heart surgery program,
and an outpatient cardiovascular recovery program.
• Medical/Surgery Services – It has a wide range of scope of amenities which includes
thoracic, orthopedic, gastro-intestinal lab, and intensive care facilities.
• Obstetrics – The family birth place delivers at least 300 babies per year.

The way it impacts the marketability of
the healthcare system (Continued)
There are more services which are provided by the Adventist Healthcare organization such
as (adventisthealth.org, 2019)–
• Behavioral Health - The St. Helena Hospital for the Behavioural Healthcare delivers
child, and adult inpatient care, adult partial hospitalization, and intensive care.
• Sleep Disorders Centre – This department examines patients who have sleep disorder.
• Women Services – This department consist of top doctors such as plastic surgeon,
female urologist, Nurse Midwife and a Menopause Specialist. The women’s service
department also offers mammography and bone density testing.

Conclusion
In conclusion, it can be stated that Adventis Health St.
Helena is a premier hospital in its area. It provides the
patients with a holistic approach towards the healthcare
towards the patient. It offers a range of services to the
patient irrespective of their race or community. The
main aim of the hospital is to provide services beyond
the traditional knowledge of the healthcare system. A
greater outlook towards the healthcare delivery system
is approached by the hospital.

References
• Alegre, I., Berbegal-Mirabent, J., Guerrero, A., & Mas-Machuca, M. (2018). The real mission of the mission
statement: A systematic review of the literature. Journal of Management & Organization, 24(4), 456-473.
• About Us | Adventist Health St. Helena. (2019). Retrieved 13 August 2019, from
https://www.adventisthealth.org/st-helena/about-us/
• Adventist Health. (2019). Retrieved 13 August 2019, from https://www.adventisthealth.org/st-helena/about-
us/mission-vision-values/
• St. Helena Medical Services | St. Helena Hospital. (2019). Retrieved 13 August 2019, from
https://www.adventisthealth.org/st-helena/services/
• Adventist Health St. Helena | Hospital in St. Helena. (2019). Retrieved 13 August 2019, from
https://www.adventisthealth.org/st-helena/