The Consultant in health care strategies - Term Paper Example

? The Consultant The Consultant In today’s modern world, it is vital to the changes that are taking place in the healthcare sectors. The provision, delivering, and purchase of health care service keep changing with change in technology, management plans and other factors that influence these changes. Changing due to such factors is, therefore, inevitable for all those involved. This can either be directly or indirectly. It is vital for the sector that reaches almost everyone in the world, to have a marketing strategy that is up to date with the current trends (Berkowitz, 2010). This is so that they have an edge over their competitors in the same line of work. Health care providers need such strategies in order to acquire the largest number of clientele to achieve their potential. This paper will provide an insight into the use of such strategies, and what is required to get the best results from these strategies. Marketing has become a vital part of the health care sector over the past few decades. This implies that the basic, fundamental elements of marketing are now at the core of the health care sector. Departments are created in the different sectors of this field so as to ensure the attainment of results. Hospitals, rehabilitation centres, private practices, and other health care facilities are at the forefront in ensuring marketing is the foundation on which to base their operations (Berkowitz, 2010). One health care organization that will be addressed is the Sharp Health Plan. It is an Organization based in San Diego. Mini-guide: Market Research Process In the market research process, some steps are vital in ensuring the attainment of the best results. Just as in any other business Sharp Health Plan needs to make a profit from the business, it conducts. At the same time, it needs to keep its share of clientele. This is by making their services available for the people at an affordable rate. Their services are supposed to attract their clients in order to keep them satisfied, in which case, they have to go back in case of more treatment. The first step is problem definition. This step ensures that any problem that arises in the marketing strategy is realized at an early stage. As a consultant, it is crucial to know of the background information that is part of the organization. This ensures that no mistakes arise from any possible decisions carried out by management after consultation (Knight, 2004). Defining the strategy involves discussions with all the people involved in the organization. Defining the strategy precisely can then lead to the next stage where research is conducted and designed correctly. The second step is to develop an approach to the marketing strategy. This is by involving the organization’s experts and management. By doing this, there is no room for any disgruntled party by the choice of the approach chosen against the organization. This is usually where everyone is considered a vital part of the organization (Knight, 2004). This highly depends on the management that is present in the organization. The third step involves the formulation of a research design. This is a framework where the marketing strategy is laid out. The details of operations are laid out for the marketing strategy in order to obtain the required information so as to determine all the possible solutions (Knight, 2004). In the fourth step, there is the need to collect data. This requires a fierce working force, and the consultant must be ready for the task at hand. Interviews and communication in the organization are crucial in this step. In modern times, technology has made it easier to communicate with people (Knight, 2004). Electronic mail is one way to communicate with staff at the health care facility. This is to find out how best to increase the results attained at the end of any work day. The fifth step involves the preparation and analysis of data. In order for a marketing strategy to be effective in any business, the data collected must be analysed. Preparation of this information is by making it understandable. Displaying such information can then lead to a common ground among staff and management (Knight, 2004). Analysis may be the proper way in which the marketing strategy can be measured and sampled. The sixth and last step in the marketing process is the presentation of the report findings. This implies that everything done can now be presented to the staff for final approval. It is through such techniques that a brilliant marketing strategy is identified (Knight, 2004). Any other factors that hinder the proper functioning of the health care providers in giving the best services are, therefore, addressed. Steps that require external, public data From the above steps, it is clear that some of them need the public’s help in order to accomplish. Data collected from the public may help the organization better some of its services. In the marketing strategy, it is crucial to involve the external stakeholders in some of the decision making processes. This ensures that the decisions, or some of the decisions made are out to benefit the people and not just the organization (LeSueur, 2007). The third step where there is a need to design and formulate a framework. This is one area where the external, public data may come in handy. This step is crucial, hence the need to involve both the internal and external stakeholders of the organization. In the step, the public may be required to help design a plan that may be of assistance to the organization and management (LeSueur, 2007). In the fourth step, there is also need to involve the external parties. Their input in this process needs measuring. This is to ensure there is the correction of mistakes the organization might make without its knowledge. During the external public’s involvement, data is collected in various ways. The designing of questionnaires for the public is one way to reach them (LeSueur, 2007). This can help the organization’s management understand what it is they are doing that might be right or wrong. Questionnaires filled with questions addressing the needs of the people may guarantee that their interests come first. This is an appropriate marketing strategy for any business that aims to profit off of its clients (LeSueur, 2007). Clients often believe that they come first; making them see this ensures that they always come again for the desired treatment. Survey recommended to the Organization to ensure customer satisfaction A customer satisfaction survey is one way to ensure that they are indeed satisfied with the services provided. This survey is usually conducted by asking the customers what their thoughts are about the provision of services. Once this is done, the appropriate action can be taken to ensure that more customers are satisfied. Most of the surveys and data produced on customer satisfaction are, more often than not, flawed. By using feedback as a method of communication, there is the guarantee of truthful survey findings (Wolper, 2004). Visual representation of the market for Sharp Health Plan This is what the market’s representation should look like for the health care providers in San Diego. Reasons why customers leave their Health care providers It is necessary for health care providers to understand their customer needs. This understanding forges a serious relationship between the care giver, and the customer. Their loyalty is guaranteed once the customer sees that the care giver is after their best interests (Wolper, 2004). If they do not get what they are after other than medical attention, they often leave. Another reason why customers leave their health care providers is the lack of benefits that come from some health care providers. Individuals often aim for service providers who come along with other packages. The lack of such schemes can attract customers to competitors that may come with benefit schemes (Wolper, 2004). This is usually a factor that care givers and health care providers tend to overlook. Summary on recommendations to Sharp Health Plan In order to get more clients/customers and sustain them, it is in the organization’s best interest to follow some of the strategies formulated. Getting their customers involved can help boost their customer base. Customers are the most vital thing that any business should be out to achieve. Without customers, there is no business entity. They can help in the decision making process since they are the ones directly affected by decisions made by management (Winston, 1985). They can come up with ideas that help improve the organization. Decision making may take a longer time than usual, but those made will be out to benefit everyone. Moreover, to ensure customer satisfaction and loyalty, it is necessary for the organization to implement certain strategies that benefit everyone. The implication this brings is that personnel in the organization needs training in order to know how customers are treated. This ensures that management does not have a difficult time in managing their staff members. Also, customers are assured of decent treatment without having to dish out more money than expected. Such an understanding is likely to foster a healthy relationship for both parties involved. This is the customer base and the organization as a whole (Winston, 1985). In conclusion, the strategies chosen to attract, retain, and satisfy customers by a business entity should be for the benefit of all parties. After all, no one goes into business to make a loss. Therefore, as much as any organization might want to satisfy its customers, they have to think of the factors that affect their strategies. This will go a long way in showing if they are capable of staying at the top of the food chain. This is with all the competition coming up in the health care sector. References Berkowitz, E. N. (2010). Essentials of health care marketing. New York: Bantam Books. Knight, P. (2004). The highly effective marketing plan. New York: Macmillan Publishers. LeSueur, J. (2007). Marketing automation: Practical steps to more effective direct marketing. London: Sage Publishers. Winston, W. J. (1985). How to write a marketing plan for health care organizations. Oxford: Oxford University Press. Wolper, L. F. (2004). Health care administration: Planning, implementing, and managing organized delivery systems. New York: PULP. Read More