Vila Health: Market Analysis
Welcome to Vila Health, your virtual health care organization. Congratulations on being selected to serve as the health care administration intern to the vice president of operations at St. Anthony Medical Center! In this role, you will interface with a variety of virtual leaders to construct a new marketing plan for St. Anthony’s Labor and Delivery service line.
Currently, there are two major competitors in the Minneapolis marketplace. Your role is to examine St. Anthony Medical Center’s current Labor and Delivery service line, describe how this service is marketed to the public, and to make recommendations for future improvement. St. Anthony is at break-even status with respect to profitability, and the board of directors is wondering if this is a service line worth continuing, given that it does not appear to directly contribute to the bottom line: profit.
To start your strategic health care marketing and consumerism activities, it may be helpful to scan a widely used approach for marketing planning. Marketing expert Philip Kotler has developed an eight-step plan that can greatly simplify and streamline your efforts (Fortenberry, 2010).
It is necessary for all members of a health care leadership team to contribute to the overall success of the organization. For this reason, strategic plans are utilized to focus on service offerings of a health care organization. Part of this process involves determining the direction in which the organization is headed, including positioning the organization for optimal results. To customize an organization’s service offerings to prospective consumers, considerable market assessment must precede development of plans. In this assignment, you will engage in an assessment of the overall health care marketplace, and then assess a subset of the marketplace. Specifically, you will analyze the service offering for Labor and Delivery at St. Anthony Medical Center in Minneapolis, Minnesota.
Part of your market analysis will include use of a tool for external environmental assessment, followed by application of a tool for internal analysis of the Labor and Delivery service line. Additionally, you will examine the features, advantages, and benefits of the Labor and Delivery service line relative to competitors, along with a short list of important issues that are relevant for marketing plan development. Finally, you will share insights regarding critical success factors for labor and delivery services in the Minneapolis marketplace, return on investment, and organizational viability. As the intern to the CEO at St. Anthony Medical Center, you will be asked to seek information across various departments, and to explore existing internal resources for various tasks.