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...