Marketing Project

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Situation Analysis|
Women and Infants’ Hospital of Rhode Island|

Team C

June 10, 2011

Table of Contents
Executive Summary2
Understanding the Environment2
Understanding the Industry2
Marketing Strategy2
Understanding the Environment4
Policies & HealthcareError! Bookmark not defined.
Impact of Healthcare Reform on ReimbursementError! Bookmark not defined. Economic & Financial Condition of NYS Hospitals4
Social Environment4
Understanding the IndustryError! Bookmark not defined.
Market CompetitorsError! Bookmark not defined.
Product SubstitutionError! Bookmark not defined.
Supplier PowerError! Bookmark not defined.
Bargaining Power of PayersError! Bookmark not defined.
SWOT AnalysisError! Bookmark not defined.
StrengthsError! Bookmark not defined.
WeaknessesError! Bookmark not defined.
OpportunitiesError! Bookmark not defined.
ThreatsError! Bookmark not defined.
Marketing StrategyError! Bookmark not defined.
ChallengesError! Bookmark not defined.
Capacity CrunchError! Bookmark not defined.
Health ReformError! Bookmark not defined.
Smart MarketingError! Bookmark not defined.
Summary ConclusionError! Bookmark not defined.
Works CitedError! Bookmark not defined.

Situation Analysis
Women and Infants’ Hospital of Rhode Island
Executive Summary
This project seeks to produce a report and analysis of Maternal Fetal Medicine (MFM) services in Southeastern, MA. Understanding the Environment

Understanding the Industry

Add summary

The overall strength of WIHRI is the outstanding reputation this group has among the area. The new office location was in a great location which was halfway between Boston and Providence, with the Providence area having less traffic flow in that direction. The new office is much larger and is very accessible from the highway. The services offered have a strong array of tertiary services and referral network. The weakness would be the lack of awareness within the community. Another weakness was focused on insurance problems which would become an issue when crossing state lines. Also, having physicians accredited in both states is another area of concern. The opportunities determined that the payer mix with insurances was a great mix, with 40-50% Medicaid business. WIHRI had created a referral system with South Coast Hospital System which would guarantee patients. The main threats would be the current competition in the area that had a well established patient base. Marketing Strategy

The strategy is done by conducting an online communication research questionnaire. This questionnaire answers all the questions about demographics, patient types, amount of potential patients, and issues of concern in that area directly. There is paid advertising, developed marketing plans, planning of data and the analysis of the overall marketplace, which will determine the best plan for the new WIHRI practice. The primary focus on marketing at this point is to educate physicians and networks about the facility practices offered at WIHRI. Business managers and clinicians directly visit local practices and talk with providers in the area on a person-to-person basis. There are also mailers to clinicians to gain referrals and to give some background information. In-services will be provided to local practices to inform them of the new offerings at WIHRI. Introduction

Maternal Fetal Medicine (MFM) services in Rhode Island are based out of Women and Infants’ Hospital of Rhode Island (WIHRI), a subspecialty hospital focused on neonatal medicine and obstetrics and gynecology. Women and Infants’ Hospital is part of the Care New England (CNE) Health System which is composed of four units: WIH, Butler Hospital (psychiatric subspecialty hospital), Kent Hospital (general care), and CNE Visiting Nurse Association (home health care). Women and Infants’ is the dominant provider of obstetric care...
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