“Personal Marketing Communications and Organizing, Implementing, and Controlling Marketing” Please respond to the following:
Select a health care provider with which you are familiar and determine the role of patient-centered care by that provider, its impact, and the best way for that provider to leverage/encourage word-of-mouth marketing. Explain the role of the marketing department, recommendations for improvement, and your rationale.
To provide patient–centered care a provider should provide care that focuses on being responsive to patients needs and respectful of their values. The provider I have chosen is Dr. Lester Schwartz, a pediatrician for over 30 years located in Bloomfield, CT. I worked for Dr. Schwartz as an office assistant some years ago. The role of patient-centered care for Dr. Schwartz office is very important. Knowing him personally it is very important to him that he provides high-quality care to adolescent patients. The role of Dr. Schwartz is to provide coordination of care while delivering information by way of educating his patients and parents. It is also his responsibility to provide emotional support while also helping patients and their families with access to care. When providers actively participate in patient-centered care they are committed to making the patient feel comfortable (Oneview, 2015). The impact this kind of care have on the patients and their families is detrimental in making the experience a positive one.
When I first started working for Dr. Schwartz I actually told him that the amount of time he spent with each patient was hurting his practice. His response to me was that he would always spend the time the patient and their family needed from him. I had never seen a physician spend an hour or more with patients, making sure all their needs and concerns were met. Over the years I saw how families reacted to how he treated them and realized this was the very reason he had been in business so long. Dr. Schwartz is not a provider that engages in modern technology when it comes to marketing. His main marketing source is word of mouth. To encourage word of mouth Dr. Schwartz should keep doing what he’s doing, providing exceptional patient care. Children are the vital part to our future, keeping them healthy physically and mentally is important. Satisfied parents are very hard to come by since the well-being of their child is important to them. Word of mouth by way of recommendation means that current users have confidence in the performance of the provider.
In Dr. Schwartz situation the care he gives to his current patients encourages parents to recommend his services. Specifically the kind of word of mouth marketing that Dr. Schwartz can use as leverage is Community Marketing. Community marketing consist of forming niche communities that share the same interests (Kotler, Shalowitz, & Stevens, 2008). My recommendation would be for Dr. S to continue the same practice he has been doing to maintain a large number of patients. Bloomfield and its surrounding communities are mainly Jewish as is Dr. S. This community is a fairly large one that focuses on keeping services and products within their community. Providing exceptional services and utilizing word of mouth has and can continue to bring more patients to Dr. S via new patients or patients that keep him as a pediatrician from generation to generation. Word of mouth is low cost and convincing.
Discuss the best way to leverage the latest electronic interactive direct-marketing tools in health care. Provide specific examples to support your response.
Direct- to-consumer-Advertising (DTCA) is one of the fastest growing marketing systems to date (Snyder, Wu, Miller, Jensen, Bantug, & Wolff, 2011). The latest and most effective electronic interactive direct- marketing tool used is Internet-based interactive marketing system. Social media is free and can target the audience a provider is trying to reach. Other ways to leverage interactive direct- marketing tools would be by use of websites, email, direct ads and seminars. There are many benefits to using these resources for interactive direct- marketing. The effects can be easily tracked and are highly accountable (Kotler, Shalowitz, & Stevens, 2008).
The Eight Principles of Patient-Centered Care (2015). Oneview. Retrieved 8 September 2018, from https://www.oneviewhealthcare.com/the-eight-principles-of-patient-centered-care/
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations: Building a customer-driven health system. San Francisco, CA: Jossey-Bass.
Snyder, C. F., Wu, A. W., Miller, R. S., Jensen, R. E., Bantug, E. T., & Wolff, A. C. (2011). THE ROLE OF INFORMATICS IN PROMOTING PATIENT-CENTERED CARE. Cancer Journal (Sudbury, Mass.), 17(4), 211–218. http://doi.org/10.1097/PPO.0b013e318225ff89