Marketing and Health Care Systems

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Dwana Kelley
Strayer University
Professor Kevin Williams
April 29, 2012

Marketing and Health care Systems
The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which helps to decide what to market and how to market (Redling, 2007). For healthcare organizations to gain the consumers attention their brand is marketed or presented to the community (Redling, 2007). When presenting this brand to the community the healthcare organizations need to assess if the marketing of their brand is aligned with their mission and vision. At some point before, during or after a marketing initiative the organization will find it beneficial to conduct a SWOT (strengths, weaknesses, opportunities and threats) analysis to determine if the mission and marketing is in alignment. This paper will provide a critical analysis of the marketing program for Jackson Health System to determine if it is in alignment with the mission and vision of the health system Jackson Health System

As an integrated healthcare delivery system Jackson Health System includes six hospitals, 12 primary care centers, 18 school-based clinics, two long-term care nursing facilities, the only level one trauma center in the county and an outpatient diagnostic center (Jackson Health System, 2012). JHS employs more than 11,000 employees and provide medical services to the residents of Miami-Dade County, the Caribbean Islands, and beyond (Jackson Health System, 2012). The mission of Jackson Health System is “to build the health of the community by providing a single, high standard of quality care for the residents of Miami-Dade County” (Jackson Health System, Mission and Vision). The Department of Public Relations and Marketing

Both internal and external communications for Jackson Health System is provided by the Department of Public Relations and Marketing (Jackson Health System, 2012). This department is responsible for media relations, publications, marketing, and special events (Jackson Health System, 2012). Media relations work with local, national and international media, both broadcast and print, to showcase JHS physicians, staff, and services. Much of what is done is patient care centered, with the exception of marketing, and special events (Jackson Health System, 2012). Marketing is responsible for advertising campaigns, which markets JHS as an integrated health network (Jackson Health System, 2012). Marketing and Mission

The concept of health services marketing is centered on “the analysis, planning, implementation, and control of carefully formulated programs designed to promote voluntary exchanges of values with target markets with the purpose of achieving organizational objectives (Longest et al. 2000, p 358). The marketing department of any health care organization requires knowledge of the current and future needs and desires of the target market, which will allow strategic planners to determine services and products that can be offered. An assessment of the target markets needs and desires is an ongoing process. With a shift in demographics the needs and desires can change, therefore, the organization may need to create new or realign existing services and products (Longest et al. 2000). Mission statements are defines the reason an organization exist. It articulates the purpose, focus, and direction the organization is going (Forehand, 2000). A good mission...
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