Grady Memorial Hospital Case Study

Grady Memorial Hospital frequently referred to as Grady Hospital or simply Grady, is the largest hospital in the state of Georgia and is the public hospital for the city of Atlanta. Historical segregation of its hospital units meant that it was also called "The Gradys," a name that still surfaces among elderly Atlanta residents, especially African Americans. Grady is a Level I trauma center. Trauma is any life-threatening occurrence, either accidental or intentional that causes injuries. The leading causes of trauma are motor vehicle accidents, falls, and assaults. Located downtown near the campus of Georgia State University, Grady is considered to be one of the premier public hospitals in the Southern United States. Grady Hospital is named for Henry W. Grady, an Atlanta Constitution journalist and later owner who became a major force in Georgia politics, and advocated for a public city hospital. Grady is now the flagship of the Grady Health System (Grady, 2009). Marketing plays an important role at Grady Memorial Hospital. This paper will explain product, price, place and promotion of this hospital as well as examine the relationship between the organizations marketing and partnerships. It will also touch on why
Grady also accept cash, check, traveler's check, money order, Discover, Visa, MasterCard, and American Express for payment. Payment plans can be arranged for patients who need additional time to make all necessary payments based on Grady's financial assistance and payment guidelines. Because Grady serves many of the lower income people in the community, Grady has developed a variety of financial options aimed at addressing the needs of patients without insurance coverage. The financial assistance programs have eligibility requirements. Grady Health System may discount some or the entire bill or help make payment arrangements (Grady,