IHP 510 - Situational Analysis & Marketing Plan for Bellevue Hospital

This assignment presents a situational analysis of Bellevue Hospital, examining internal and external market factors. It highlights the hospital's strengths, such as its teaching services, cardiovascular program, and use of technology like the Mobile Insulin Titration Intervention (MITI). Weaknesses, particularly unmet goals from the Community Needs Assessment regarding hypertension self-care plans, are also addressed. The assignment proposes expanding the MITI program to include hypertension management, aligning with the hospital's mission to provide quality healthcare and improve patient outcomes. Marketing goals are set to leverage existing platforms and social media, targeting patients with both diabetes and hypertension. A competitive analysis considers mobile applications for hypertension mitigation, while contemporary marketing strategies like social media and email are evaluated. The analysis concludes with references supporting the findings and recommendations. This student contributed assignment is available on Desklib.

Running head: SITUATIONAL ANALYSIS 1
Situational Analysis
Student’s Name
Institutional Affiliation

SITUATIONAL ANALYSIS 2
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 significant screenings
and checkups to the general 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 has the capability to treat
chronic disease has enabled the hospital to experience a greater number of customers. Similarly,
the patient-centered approach also makes the health care facility to receive many patients in
comparison to other health care facilities.
However, Bellevue Hospital has some weaknesses. The Bellevue Community Needs
Assessment proposed some ideas which have not been achieved (Williamson, 2016).
Specifically, 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 regards to another fruitful program already
implemented. Typically, the MITI program has helped busy diabetes patients manage their

SITUATIONAL ANALYSIS 3
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 in regards to the Hypertension Program.
It is important 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 also have hypertension. Subsequently, this
is a realistic and achievable goal as a majority 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 finest healthcare services especially 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 regards to hypertension management are in line with the goals of Bellevue Hospital’s goals

SITUATIONAL ANALYSIS 4
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 in regards to the Hypertension Mitigation Program.
Generally, the utilization of a mobile application that is particularly developed for
hypertension mitigation and consequent medication adherence reveals a considerable
improvement in adherence to medication for the users. It is important to note that the mobile
applications is able to 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.

SITUATIONAL ANALYSIS 5
References
Levy, N., Moynihan, V., Nilo, A., Singer, K., Bernik, L. S., Etiebet, M. A., ... & Natarajan, S.
(2015). The mobile insulin titration intervention (MITI) for insulin adjustment in an
urban, low-income population: randomized controlled trial. Journal of medical Internet
research, 17(7).
Logan, A. G. (2013). Transforming hypertension management using mobile health technology
for telemonitoring and self-care support. Canadian Journal of Cardiology, 29(5), 579-
585.
Manini, A. F., Nelson, L. S., Stimmel, B., Vlahov, D., & Hoffman, R. S. (2012). Incidence of
adverse cardiovascular events in adults following drug overdose. Academic emergency
medicine, 19(7), 843-849.
Oshinsky, D. (2017). Bellevue: Three Centuries of Medicine and Mayhem at America's Most
Storied Hospital. Anchor.
Santoro, E., Castelnuovo, G., Zoppis, I., Mauri, G., & Sicurello, F. (2015). Social media and
mobile applications in chronic disease prevention and management. Frontiers in
psychology, 6, 567.
Williamson County, T. N. 2016 Community Health Needs Assessment.