HA575 Unit 6 Assignment: Marketing Tools in Healthcare Analysis

This report analyzes healthcare marketing strategies, focusing on skilled nursing facilities in rural Minnesota. The report begins by providing an overview of skilled nursing facilities, highlighting the increasing proportion of the elderly population, the prevalence of chronic health disorders, and the need for specialized care. It then presents the rationale for choosing this healthcare setting and location, including demographic data, population statistics, and trends in chronic health disorders. The core of the report evaluates the advantages and disadvantages of three marketing tools: newspapers, radio, and television, considering their relevance to the target audience, potential reach, and cost-effectiveness. The report also discusses the expected outcomes of integrating affordable skilled nursing facilities and the impact of the selected marketing tools on improving patient outcomes, self-management abilities, and access to care. The report concludes with a list of references supporting the presented information.

Healthcare Marketing
Submitted by:

Overview of healthcare organization:
The chosen area of
specialized care facility is
the skilled nursing facility.
A skilled nursing facility is
compared equivalent to
the special facility or a
unit of the hospital that
provides appropriate care
services from the nursing
professionals and a
multidisciplinary team of
care professionals
(Gilligan and Lowe, 2018).

Rationale for choice:
Increased proportion of old age population
equivalent to 803,718 individuals
Increased prevalence of chronic health
disorders
Reduced access to specialized nursing care
services on account of lack of access within
the rural areas and increased healthcare
costs.

Demographics of selected location:
Geographical location within the Northern
Mid-western region of U.S
Total population base equivalent to 5,655,925
individuals (Worldpopulationreview.com,
2019)
High proportion of old age patients
equivalent to 803,718 individuals

Population Statistics:
Out of the reported 803,718
senior adults, 60% have
been reported to suffer
from chronic health
disorders
(Worldpopulationreview.co
m, 2019)
Poor self-management
strategies and health
literacy lead to recurrent
hospitalizations and
alleviate associated disease
burden and healthcare
costs.

Trend of chronic health disorder:
Increase in prevalence of chronic health disorders in
senior adults between the years of 2009 to 2014
(Health.state.mn.us, 2019)
Research suggests more than 80% of the population base
aged over 58 has is living with at least one diagnosed
chronic health disorder (Health.state.mn.us, 2019)
Most common chronic health disorder include, Diabetes,
Hypertension and Cardiovascular disorders
(Health.state.mn.us, 2019)
Expected healthcare costs to rise up pertaining to
recurrent hospitalizations and complicated healthcare
costs (Health.state.mn.us, 2019)

Proposal to integrate affordable skilled
nursing facilities:
Integration of cost-
effective skilled
nursing facilities
within Minnesota
would help improve
holistic health
outcome for the
elderly
Reduce associated
healthcare costs
Improve access to
specialized care

Choice of marketing tools:
Based on the
targeted audience
group, the three
chosen marketing
tools would include:
Newspapers
Radio
Television

Advantage of selected marketing tools:
Rationale furnished by
research studies that
mention 87.24% of the
old age individuals like
to spend leisure time on
reading newspaper,
watching the television
or listening to the Radio
(Cutilli et al., 2018).
Choice of marketing
tools are relevant to the
targeted audience.

Disadvantages of chosen marketing tools:
Shift in targeted consumer’s leisure taste
Limited impact created by Radio
advertisements equivalent to 15% to 20%
(Cutilli et al., 2018)
Risk factors pertaining to interrupted power
supply or poor signaling (Mukherjee, 2015)
Streamlined reach to consumers
Increased economic cost

Expected Outcome:
Alleviated quality of
life
Improved self-
management ability
Healthier patient
outcome
Increased access to
specialized care
services
Affordable care
services

References:
Cutilli, C. C., Simko, L. C., Colbert, A. M., & Bennett, I. M. (2018).
Health literacy, health disparities, and sources of health information
in US older adults. Orthopaedic Nursing, 37(1), 54-65.
Gilligan, C., & Lowe, R. (2018). Marketing and healthcare
organizations. CRC Press.P.90
Health.state.mn.us (2019). [online] Health.state.mn.us. Available at:
https://www.health.state.mn.us/data/apcd/docs/chronicdisease.pdf
[Accessed 10 Sep. 2019].
Mukherjee, A. (2015). Role of communications in healthcare
marketing. International Journal of Pharmaceutical and Healthcare
Marketing, 9(4).
Worldpopulationreview.com (2019). [online]
Worldpopulationreview.com. Available at:
http://worldpopulationreview.com/states/minnesota-population/
[Accessed 10 Sep. 2019].