UMUC Health Care Marketing Discussion

St Mary’s Hospital (Waterbury) Name Date St Mary’s Hospital (Waterbury) St Mary’s Hospital (Waterbury) is an urban hospital situated in 56-Franklin Street, Waterbury in Connecticut, United States. The institution is an affiliation of the Yale University School of Medicine under the Umbrella of the Trinity Health which was established in 1907 as a treatment facility for Trauma patients. In 2011, St Mary’s Hospital merged with Waterbury Hospital which was later dissolved in 2012. St. Mary’s Hospital has a bed capacity of 347 beds and offers a wide range of care. It is divided into various departments which include St Mary’s Behavioral Care, Wound Care Healing Center, St Mary’s Hospital Surgery, Radiology and consultancy in pathology. St Mary’s hospital aims at providing and transforming Health care within the community (Trinity health of New England, 2020). The facility has a wide customer base as evident from the services it provides. The services include cancer, emergency, Intensive care, Laboratory services, gastroenterology, dialysis, endocrinology, behavioral health, cardiac services, nutrition services, neuro spine surgery, infectious diseases, and travel medicine among other services. With a wide array of services, it is important to have a marketing plan to reach 3.573 million people in Connecticut and beyond. Moreover, the change in acquisition makes it necessary for a marketing plan to maintain existing patients and attract new patients. A marketing plan will act as a tool to gain competitive advantages over its competitors which include the Hospital of Central Connecticut, Bristol Hospital, Jefferson House, Danbury Hospital, CoxHealth, Lancaster General Hospital, Staten Island Univ Hospital NY, Community Medical Center, Columbia Memorial Hospital, The Acadia Hospital among other facilities. References Trinity Health of theNew England (2020). About Saint Mary Hospital. Retrieved from https://www.stmh.org/about-us-2865 St. Mary Hospital, Waterbury Beverly Martin 02/6/2020 St. Mary Hospital, Waterbury St. Mary Hospital Waterbury, Connecticut is an affiliate of the Yale University School of Medicine and is managed and operated by the Trinity Health. The hospital operates on non-profit catholic healthcare system which comprise of hospice, home care, senior living facilities and PACE. St. Mary Hospital, Waterbury was established in 1907 to help trauma patient and in 2011 merger with Waterbury hospital was planned which ended in 2012. In an effort to offer quality health care, the hospital has grown to a bed capacity of 347 beds and offers a wide range of care which includes Wound Care Healing Center, St Mary’s Behavioral Care, Radiology, St Mary’s Hospital Surgery, and consultancy in pathology. Primary Target Market Saint Mary’s hospital offers a wide range of services to 3.573 million people in Connecticut. The facility defines its target market based on the services it offers. The facility targets behavioral health patient from Connecticut and beyond. In an effort has transitioned its outpatient behavioural health services to Wheeler Clinic at 100 Jefferson square, Waterbury. Besides, St. Mary’s hospital targets cancer patients in greater Waterbury area and aims at providing comprehensive cancer care by combining innovation, diagnosis using cutting edge technology and therapeutic treatment. The hospital committed to bring cancer awareness and increasing patient involvement in cancer management and treatment. The cancer department conducts a local screening, digital imaging services, biopsy procedures in the process of cancer diagnosis and testing. The hospital has a multidisciplinary approach to cancer care which is enabled by a team of specialists who are committed to improving cancer survival rates. Every second counts when evaluating the performance of the heart. The Saint Mary’s cardiovascular center is accredited by the American College of Cardiology and targets cardiovascular patients within Connecticut and beyond. The center offers advanced diagnosis, treatment education and support to the patients. Moreover, the facility targets emergency patient through the emergency department which comprise of paediatric emergency care, life star helicopter behavioral health service, level II trauma center. With over 35 years of dialysis service, St. Mary’s hospital still targets renal care patients. The hospital has hired leading nephrologists in Greater Waterbury who offer continuing dialysis care and inpatient dialysis services such as haemodialysis and peritoneal dialysis. The quality care is aimed at attracting more patients in need of renal care. Infectious diseases and travel medicine treatment is an essential care offered to people of Waterbury. The center targets patients ailing from chronic viral diseases such as Hepatitis B, HIV and Hepatitis C. Saint Mary’s Hospital targets to attract more customers through its endocrinology services, gastroenterology, intensive care, neuroSpine surgery, laboratory, and nutrition services. The services widen the hospital’s target market which grants it a competitive advantage over the competitors. Behavior Patient’s Exhibit During Decision Making The patient’s behavior is influenced by availability of information. Despite patients being surrounded by several health care providers, patients choose which health care facility to visit based how informed they are, their preferences and taste. Frequently, patients seek to know the facility’s overall rating and read reviews from previous patients who received similar service. Moreover, the patients are interested what other treatment may be required and whether they are offered in the facility. Cost is a major factor patients consider when making health care decision since they are cautious about exhausting their healthcare insurance and how convenient would it be for the patient in case is required to make check-up visits. The Organization’s Value Proposition Wide range of medical services Convenient Satellite and affiliate Facilities Level II Trauma Center Cardiac and stroke care Paediatric Emergency care unit St. Mary Hospital, Waterbury Advanced Surgical Services such as Robotic Surgery System Quality, safe and value Health care services St. Mary’s Primary Competitors Saint Mary’s Hospital face competition from the Hospital of Central Connecticut, Bristol Hospital, Jefferson House, Danbury Hospital, CoxHealth, Lancaster General Hospital, Staten Island Univ Hospital NY, Community Medical Center, Columbia Memorial Hospital, The Acadia Hospital among other facilities. Competitive Analysis . Recommendation Running head: SAINT MARY’S HOSPITAL 1 St. Mary Hospital, Waterbury Name Date SAINT MARY’S HOSPITAL 2 St. Mary Hospital, Waterbury Saint Mary’s hospital, Waterbury’s mission is to provide holistic and compassionate health care to transform the healing presence within the community. Since its establishment, the hospital has been on working towards improving health service delivery. It has been a vital part of ensuring quality health for the people of Waterbury by expanding its network of medical services by forming alliances with other key health care partners, investing in new technology and way to deliver medical services and providing patients with compassionate healing environment. Saint Mary’s hospital, Waterbury offers a wide range of service which targets 3.573 million people in Connecticut and beyond. The hospital has a bed capacity of 347 beds to accommodate patients ailing from various diseases and conditions. the diverse range of services defines Saint Mary’s Hospital target market. With a cancer center for patient ailing from cancer, the hospital provides comprehensive care to cancer patients and brings cancer awareness to the community. The cardiovascular center offers advanced diagnosis, treatment education, and support to cardiovascular patients. Also, the hospital targets renal care patients through their highly qualified nephrologists (Trinity Health of theNew England, 2020). Through the infectious diseases and travel medicine center the hospital offers care to patients ailing from chronic viral diseases such as HIV, hepatitis B and C. the hospital targets more patients through gastroenterology, neuroSpine surgery, endocrinology services, laboratory, intensive care, and nutrition services The market environment has become competitive with companies availing substitute products for the consumers to choose, however, consumers are cautious of the prices. Every business aims to maximize profit which is directly linked to how well their products are priced. The facility used a multidisciplinary approach when it comes to pricing (Smith, 2012). The hospital uses competitive pricing and bundled pricing strategies to come up with prices that the patients are willing to pay. Unlike product pricing, it difficult to evaluate the amount charged for SAINT MARY’S HOSPITAL 3 Healthcare service. Patients find it difficult to identify variance in price between different providers. The bundled pricing strategy helps the hospital to offer controlled prices which is advantageous to consumers as it is a cost-saving technique. St. Mary’s Hospital offers a flat bundled rate to help patients and payers better control of their health care cost. The bundled pricing strategy helps the facility to offer consistent and measurable costs as it identifies factors driving up the cost. The pricing strategy is appropriate for the facility because it provides a high level of transparency by availing more information to payers and patients. The pricing strategy is of the hospital is not hindered by government or payers restriction because its strategies adhere to government policies and provide payers with adequate information for their members to make value-based decisions (Hinterhuber & Liozu, 2018). The bundled strategy helps payers and patients to compare various variables that affect the overall medical costs. The strategy makes patients sensitive to the price thus they can make decisions on whether to choose low or high-cost care. Saint Mary’s hospital employs intensive distribution to attain a horizontal value delivery network. The intensive distribution strategies are influenced by various factors such as high competition, Increased number of patients, government policies, advancement in technology and changes in consumer culture. Saint Mary’s hospital is customer focused which is evident from the compassionate environment and personalized health care granted to patients. Moreover, the organization offers a clear communication channel that ensures patients have access to information. I would recommend that Saint Mary’s hospital should reduce the patient wait time by automating some of the procedures. Also, the hospital should offer training to its employees on ways to improve customer relationships and responding to patients’ feedback. SAINT MARY’S HOSPITAL 4 References Hinterhuber, A., & Liozu, S. (2018). Innovation in pricing: Contemporary theories and best practices. Abingdon, Oxon; New York, NY: Routledge. Smith, T. J. (2012). Pricing strategy: Setting price levels, managing price discounts, & establishing price structures. Mason, Ohio: South-Western Cengage Learning. Trinity Health of theNew England (2020). About Saint Mary Hospital. Retrieved from https://www.stmh.org/about-us-2865

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