1 IHP 510 Final Project Guidelines and Rubric Ov.docx

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IHP 510 Final Project Guidelines and Rubric
Overview
Healthcare marketing is a multidisciplinary area of public
health practice. This approach draws from traditional marketing
theories and principles, adding
evidence-based strategies focused on prevention, intervention,
and health promotion. It involves the creation, communication,
and delivery of health
information to diverse populations. As a healthcare
professional, you will be asked to participate in the marketing
process, and, as you will learn throughout the
course, there are various elements of a healthcare marketing
plan.
The final project for this course is the creation of a marketing
and communication plan. The final product represents an
authentic demonstration of competency
because when working in a management position at a healthcare
organization, you could be involved in selecting or creating a
healthcare marketing plan. The
project is divided into three milestones, which will be submitted
at various points throughout the course to scaffold learning and
ensure quality final
submissions. These milestones will be submitted in Modules
Three, Five, and Seven. The final product will be submitted in
Module Nine.

In this assignment, you will demonstrate your mastery of the
following course outcomes:
-510-01: Analyze internal and external market factors that
impact marketing decisions and strategies in a healthcare setting
-510-02: Evaluate ethical issues considered when creating
a healthcare marketing plan for alignment with industry criteria
-510-03: Apply fundamental principles of strategic
marketing to healthcare organization strategic planning that
align to organizational mission and
goals
-510-04: Evaluate strategic marketing methods used in a
marketing plan for their potential to reach specific healthcare
audience demographics
-510-05: Recommend communication strategies for
effectively collaborating with internal and external stakeholders
in the implementation of
marketing plans
Prompt
For the final project, you will develop a marketing and
communication plan for Bellevue Hospital. In your plan, you
will analyze the healthcare organization,
propose a new service, and develop marketing strategies for this
proposed service and identified target market. In addition, you
will develop strategies to
effectively communicate your marketing plan to the internal and
external stakeholders, to drive collaboration in the
implementation of the plan.
To begin, you will review NYC Health + Hospitals/Bellevue.
You will use this organization as the base of your final project.

Then, review the Bellevue Community
Needs Assessment (2016). This needs assessment will inform
decisions you make in your marketing and communication plan
around the service you propose,
your target market, and the marketing strategies you develop.
http://www.nychealthandhospitals.org/bellevue/health-care-
services/
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdent
Id=6389
Id=6389
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Resource:
Bellevue. (2016). Community health needs assessment. New
York City Health and Hospitals. Retrieved from
http://www.nychealthandhospitals.org/bellevue/community-
health-needs-assessment-report/
Specifically, the following critical elements must be addressed.
Most of the critical elements align with a particular course
outcome (shown in brackets).
I. Introduction: In this section of the marketing plan, you will
be describing the current state of the healthcare organization
and selected service.

A. Describe the mission, vision, and strategic goals of the
healthcare organization. [IHP-510-03]
B. Describe the current state of the service, using the guidelines
of marketing. [IHP-510-01]
C. Describe the stakeholders, using the healthcare marketing
guidelines. [IHP-510-01]
D. Evaluate how the current state of the services aligns with the
mission statement, vision statement, and goals of the
organization. [IHP-510-03]
E. Describe the current target market this service focuses on,
including geographies, demographics, psychographics, and
behaviors. [IHP-510-04]
II. Situational Analysis: In this section of the marketing plan,
you will be conducting a needs analysis to identify and propose
a service for the organization.
A. Analyze the internal and external market factors impacting
the healthcare organization. [IHP-510-01]
B. Propose a service to market for this organization. Include an
explanation as to whether it is addressing an opportunity or
weakness from the
market factor analysis. [IHP-510-03]
C. Develop a marketing goal for the proposed service, applying
the SMART goal framework. [IHP-510-03]
D. Justify the alignment of the marketing goal to the mission,
vision, and strategic goals of the organization. [IHP-510-03]
E. Analyze the competition for the proposed service. [IHP-510-
01]
F. Evaluate how the current marketing strategies used by the
organization adhere to industry ethical criteria. [IHP-510-02]
III. Marketing Strategies: In this section of the marketing plan,

you will be defending specific marketing strategies and tactics
to meet the marketing goal of
the proposed service.
A. Select marketing strategies to guide your marketing plan. Be
sure that these strategies are aligned to your previously
developed marketing goal.
[IHP-510-03]
B. Describe areas of the Four and Five Ps that will be addressed
in the marketing mix. For example, one consideration might be
how the
organization will be paid for the service and how the service
could be impacted by policy and politics. [IHP-510-01]
C. Describe the target market of the proposed service. For
example, consider the geographies, demographics,
psychographics, and behaviors of
your target market. [IHP-510-04]
D. Explain why the currently used marketing strategies will not
meet the needs of the proposed market. [IHP-510-04]
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E. Justify how your proposed marketing strategies are
appropriate for your identified target market. [IHP-510-04]
F. Explain how ethical criteria were used to guide your
selection of marketing strategies. [IHP-510-02]

IV. Communication Strategies: In this section of the marketing
plan, you will explain the communication strategies you will
use to involve the internal and
external stakeholders of the healthcare organization that will be
impacted by the proposed service. (Note that this is unique from
your target market.
These stakeholders are the individuals who will either partner
with you to employ the plan or be impacted by the
implementation of the plan.)
A. Explain how you will communicate the marketing plan to
internal stakeholders. [IHP-510-05]
B. Describe how you will share this marketing plan with
indirect and direct external stakeholders. [IHP-510-05]
C. Justify how these communication strategies will effectively
drive collaboration and contribute to the effectiveness of the
marketing plan. [IHP-
510-05]
D. Explain the how the ethical criteria were used to guide
communication decisions for stakeholders of varying sectors of
the population. [IHP-510-
02]
Milestones
Milestone One: Introduction
In Module Three, you will provide an introduction to the
healthcare organization (Bellevue Hospital) that is the basis of
your marketing and communication plan.
You will describe the organization’s current services; explain
how the organization’s mission, vision, and goals serve its

stakeholders; and identify its current
target market. This milestone will be graded with the Final
Project Milestone One Rubric.
Milestone Two: Situational Analysis
In Module Five, you will conduct a full situational analysis to
identify the internal and external market factors that impact
Bellevue Hospital, propose a service to
market for the organization, and generate a marketing goal for
this proposed service. This milestone will be graded with the
Final Project Milestone Two
Rubric.
Milestone Three: Marketing and Communication Strategies
In Module Seven, you will defend the specific marketing and
communication strategies you have come up with to support the
service you are proposing for
Bellevue Hospital. In addition, you will explain the
communication strategies you will use to involve the internal
and external stakeholders of the healthcare
organization that will be impacted by the service you are
proposing for the hospital. This milestone will be graded with
the Final Project Milestone Three
Rubric.
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Final Submission: Marketing and Communication Plan

In Module Nine, you will submit your final project. It should be
a complete, polished artifact containing all of the critical
elements of the final product. It should
reflect the incorporation of feedback gained throughout the
course. This submission will be graded with the Final Project
Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One Introduction Three Graded separately; Final Project
Milestone One Rubric
Two Market Analysis Five Graded separately; Final Project
Milestone Two Rubric
Three Marketing and Communication Strategies Seven Graded
separately; Final Project Milestone Three Rubric
Final Submission: Marketing and
Communication Plan
Nine Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: Your analysis paper must be 10 to
15 pages in length (plus a cover page and references) and must
be written in APA format. Use
double spacing, 12-point Times New Roman font, and one-inch
margins. Include at least 10 peer-reviewed sources that are no
more than 5 years old, cited in
APA format.

Critical Elements Exemplary (100%) Proficient (90%) Needs
Improvement (70%) Not Evident (0%) Value
Introduction:
Mission, Vision, and
Goals
[IHP-510-03]
Meets all “proficient” criteria
plus description provides insight
into the mission, vision, and
goals of the organization
Describes the mission, vision,
and strategic goals of the
organization
Describes the mission, vision,
and strategic goals of the
organization in a way that is
incomplete or unclear
Does not describe the mission,
vision, or strategic goals of the
organization
3.1
Introduction: State
of the Service
[IHP-510-01]
plus description demonstrates a

nuanced understanding of the
current state of the service and
the marketing framework
Describes the current state of
the service using the marketing
framework
Describes the current state of
the service using the marketing
framework, but response is
unclear or incomplete, or
framework is applied
inaccurately
Does not describe the current
state of the service using the
marketing framework
3.8
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Introduction:
Stakeholders
[IHP-510-01]

plus description includes
nuanced insights regarding the
stakeholder
Describes the stakeholders of
the organization using the
healthcare marketing
framework
Describes the stakeholders of
the organization using the
healthcare marketing
framework in a manner that is
unclear, incomplete, or
inaccurate
Does not describe the
stakeholders of the organization
using the healthcare marketing
framework
3.8
Introduction:
Services Align With
Organization
[IHP-510-03]
plus response includes less
obvious points of alignment on
how the services align with the
mission, vision, and goals of the
organization

Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization
Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization, but response is
unclear or incomplete
Does not evaluate how the
current state of services aligns
with the mission statement,
vision statement, and goals of
the organization
3.1
Introduction: Target
Market
[IHP-510-04]
plus the description
demonstrates deep
understanding of the multiple
layers of the target market
Describes the current target
market this service focuses on,
including geographies,

demographics, psychographics,
and behaviors
Describes the current target
market this service focuses on,
but explanation is incomplete or
unclear
Does not describe the current
target market this service
focuses on
4.75
Situational Analysis:
Market Factors
[IHP-510-01]
plus analysis demonstrates
nuanced knowledge of market
factors
Analyzes the internal and
external market factors
impacting the healthcare
organization
Analyzes the internal and
external market factors
organization, but analysis is
Does not analyze the internal

and external market factors
organization
3.8
Propose a Service
[IHP-510-03]
plus explanation demonstrates
nuanced understanding of
relationship between market
factor analysis and proposed
service
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis, but
response has gaps in detail,
clarity, or logic
Does not propose a service to
market for this organization
3.2

Marketing Goal
[IHP-510-03]
plus the marketing goal
demonstrates keen insight into
the application of the SMART
goal framework
Develops a marketing goal for
the proposed service, applying
the SMART goal framework
Develops a marketing goal for
the proposed service, applying
the SMART goal framework, but
goal is incomplete or unclear, or
framework is applied
inaccurately
Does not develop a marketing
goal for the proposed service
3.2
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Alignment of Goal
[IHP-510-03]
plus response addresses
complex alignment among goal
and organization’s mission,
vision, and strategic goals
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization, but response is
Does not justify the alignment
of the marketing goal to the
mission, vision, and strategic
goals of the organization
3.2
Competition
[IHP-510-01]
plus analysis demonstrates keen
insight into the competition of

the specific service
Analyzes the competition for
the proposed service
Analyzes the competition for
the proposed service, but with
gaps in detail, clarity, or
accuracy
Does not analyze the
competition for the proposed
service
3.8
Ethical Criteria
[IHP-510-02]
plus evaluation demonstrates
nuanced understanding of
ethical criteria
Evaluates how current
marketing strategies adhere to
industry ethical criteria
Evaluates how current
industry ethical criteria, but
with gaps in detail, clarity, or
accuracy
Does not evaluate how current

industry ethical criteria
6.3
Marketing
Strategies:
Strategies
[IHP-510-03]
plus alignments described are
more complex
Selects strategies aligned to
marketing goals
Selects strategies, but alignment
to marketing goals is unclear
Does not select strategies 3.2
Marketing
Strategies: Four and
Five Ps
[IHP-510-01]
plus description includes
nuanced application of the Four
and Five Ps
Describes areas of the Four and
Five Ps that will be addressed in

the marketing mix
Describes areas of the Four and
Five Ps that will be addressed in
the marketing mix, but
descriptions are incomplete,
unclear, or illogical
Does not describe areas of the
Four and Five Ps that will be
addressed in the marketing mix
3.8
Marketing
Strategies: Target
Market
[IHP-510-04]
plus description demonstrates
complex understanding of the
elements specific to the target
market
Describes the target market of
the proposed service
Describes the target market of
the proposed service, but
description is incomplete or
unclear
Does not describe the target
market of the proposed service

4.75
Marketing
Strategies: Currently
Used Strategies
[IHP-510-04]
plus the explanation
demonstrates nuanced
understanding of the needs of
the proposed market
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market, but explanation is
incomplete, unclear, or illogical
Does not explain why the
currently used marketing
strategies will not meet the
needs of the proposed market
4.75
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Marketing
Strategies: Justify
Strategies
[IHP-510-04]
plus justifications used
demonstrate nuanced
understanding of how to apply
strategies to proposed market
Justifies how proposed
marketing strategies are
appropriate for identified target
market
Justifies how proposed
market, but response is
Does not justify how proposed
market
4.75
Marketing

Strategies: Ethical
Criteria
[IHP-510-02]
nuanced application of complex
ethical criteria
Explains how ethical criteria
were used to guide selection of
marketing strategies
Explains how ethical criteria
were used to guide selection of
marketing strategies in manner
that is incomplete or unclear
Does not explain how ethical
criteria were used to guide
selection of strategies
6.3
Communication
Strategies: Internal
Stakeholders
[IHP-510-05]
deep understanding of nuanced
needs of internal stakeholders

Explains how to communicate
the marketing plan to internal
stakeholders
Explains how to communicate
the marketing plan to internal
stakeholders, but plan is
Does not explain how to
communicate the marketing
plan to internal stakeholders
6.3
Communication
Strategies: External
Stakeholders
[IHP-510-05]
plus description demonstrates
needs of external stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders,
but description is incomplete or
unclear

Does not describe how to share
this plan with external
stakeholders
6.3
Communication
Strategies:
Collaboration and
Effectiveness of Plan
[IHP-510-05]
plus response demonstrates
keen insight into the way
communication strategies
contribute to the overall
effectiveness of the marketing
plan
Justifies how communication
strategies will effectively drive
collaboration and contribute to
the effectiveness of the
marketing plan
Justifies how communication
strategies will effectively drive
collaboration and contribute to
the effectiveness of the
marketing plan, but response is
Does not justify how

communication strategies will
effectively drive collaboration
and contribute to the
effectiveness of the marketing
plan
6.4
Communication
Strategies: Ethical
Criteria
[IHP-510-02]
decisions to communicate with
stakeholders
Explains how the ethical criteria
were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Explains the how the ethical
criteria were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Does not explain how the
ethical criteria were used to
guide communication decisions
for stakeholders

6.4
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Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
spelling, syntax, or organization
Submission has major errors
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
that prevent understanding of

ideas
5
Total 100%
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Employee Benefits in Other Countries
Mario Claytor posted Jan 1, 2020 7:53 PM
Good evening class,
The country that I have decided to touch on is Sweden. It is not
original choice but someone already had Germany. Sweden has
many of the same benefits that we have in the US but there are
few things that I would have love to have while I was working
at my civilian jobs last year. Just like most companies in the
US employees are eligible for the most benefit programs on the
first day of employment. Just like most large businesses here in
the US employees are entitled to legal public holidays in
Sweden. Just like it was for me in the military they give 30
days of paid vacation for full time employment. The basic
benefits are very similar to ours but the one thing that I think is
great is that if you are a full time employee your medical is
100% paid. The best thing is that the employer provides medical
from a private company for all employees and pays for it all.
Here in the United States you will not get that at any job that I
know of except in the military. Once I retired last year from the
Army I worked for two different companies and neither of them
gave me 100% medical. My family and I are lucky that we have
insurance through my retirement benefits. Medical in the
United States has been a big issue for over the last twenty

years. Now I'm not sure if I will be working anymore because
of some medical issues that I have but medical is the one thing
that everyone is looking for here in the US. We all are trying to
make sure that our families are in good hand s whenever
medical care is needed.
Most of the businesses in Sweden partner with an outside source
for the medical benefits in the country. This is a standard
practice in their country that makes it easier for the CEO's to
manage their companies without worries of their employees not
having coverage. One group that took over most of the benefits
in their country is Willis group. "Willis Group Holdings Plc
will acquire a controlling stake of about 75% in Max
Matthiessen, an employee benefits adviser in Sweden, for $205
million". (Shoaib, Zaeem, 2014) This is how most of the
companies in the country operate if you are a full time
employee.
What country other than the United States, Mexico, Canada, or
China did you analyze?
Sweden has many of the same benefits that we have in the US
but there are few things that I would have love to have while I
was working at my civilian jobs last year. Just like most
companies in the US employees are eligible for the most benefit
programs on the first day of employment. (Fredrik Nordlöf,
2014)
How does the benefit work in the United States?
This is a standard practice in their country that makes it easier
for the CEO's to manage their companies without worries of
their employees not having coverage. One group that took over
most of the benefits in their country is Willis group. "Willis
Group Holdings Plc will acquire a controlling stake of about
75% in Max Matthiessen, an employee benefits adviser in
Sweden, for $205 million". (Shoaib, Zaeem, 2014)
How is the benefit in the country identified in Question 1
similar to the benefit in the United States?
The basic benefits are very similar to ours but the one thing that
I think is great is that if you are a full time employee your

medical is 100% paid. The best thing is that the employer
provides medical from a private company for all employees and
pays for it all. Here in the United States you will not get that at
any job that I know of except in the military.
How is the benefit in the country identified in Question 1
different from the benefit in the United States?
Most of the businesses in Sweden partner with an outside source
for the medical benefits in the country. This is a standard
practice in their country that makes it easier for the CEO's to
manage their companies without worries of their employees not
having coverage. One group that took over most of the benefits
in their country is Willis group. "Willis Group Holdings Plc
will acquire a controlling stake of about 75% in Max
Matthiessen, an employee benefits adviser in Sweden, for $205
million". (Shoaib, Zaeem, 2014)
Here in the United States you will have an insurance plan and in
most cases have a co-pay every time you visit the hospital or a
doctor. You will also have to pay a monthly rate to make sure
that you have coverage at all times for your family. So it will
never be free and it also will come directly out of your check
before you even receive payment for your work.
v/r
Mario
Shoaib, Z. (2014). Willis group to acquire sweden-based
employee benefits adviser. SNL European Financials Daily,
Retrieved from https://search-proquest-
com.ezproxy.trident.edu/docview/1531475406?accountid=28844
https://www.onsemi.com/site/pdf/Benefits-Summary-
Sweden.pdf
https://content.next.westlaw.com/1-503-
3778?transitionType=Default&contextData=(sc.Default)&__lrT
S=20191128215359265&firstPage=true&bhcp=1
Introduction
Describes the stakeholders of the organization using the

healthcare marketing framework in a manner that is unclear,
incomplete, or inaccurate
Describes the current target market this service focuses on, but
explanation is incomplete or unclear
Section 2 (pages 4 to 6)
Develops a marketing goal for the proposed service, applying
the SMART goal framework, but goal is incomplete or unclear,
or framework is applied inaccurately
Analyzes the competition for the proposed service, but with
gaps in detail, clarity, or accuracy
(Belelville3 doc) – This paper should be added to the end of
main paper
Describes areas of the Four and Five Ps that will be addressed
in the marketing mix, but descriptions are incomplete, unclear,
or illogical
Explains why the currently used marketing strategies will not
meet the needs of the proposed market, but explanation is
Justifies how communication strategies will effectively drive
collaboration and contribute to the effectiveness of the
marketing plan, but response is incomplete, unclear, or illogical
Running head: MARKETING STARTEGY1
Running head: MARKETING STARTEGY2

Victoria Cordero
Southern New Hampshire University
December 15, 2019
BELLEVUE HOSPITAL
Marketing Strategy
Bellevue Hospital is among the earliest facilities found in
New York and is at the top when it comes to provision of
medical services. In the recent times, there is an increased rate
of heart diseases which is basically as a result of the life style
that that people have adopted in areas that experience health
inequalities are very high. Thus, developing suitable marketing
strategies is of paramount importance as it facilitates
implementation of the organization’s objectives and goals
together with the 5s used for marketing (Cellucci, Wiggins, &
Farnsworth, 2014). Differentiation of products via a highly
divided strategy, makes sure that different stakeholders and
groups that have been targeted access the intended information
at the right time frame. The goals according to Community

Health Needs Assessments (CHNA) is to set Heart Health
facilities and put areas meant for advertisement addressing this
health issue. (Berkowitz, 2017) Use of word of mouth,
commercial Tv ads, social media (Twitter, Facebook, YouTube,
among others), cross-promotion having internal business and
billboards will assist to modify the information and reach the
intended market.
Use of social networking can be very important while
targeting those people that have been patients in the hospital
network system. They are given an opportunity to conduct a
follow up on about the wellbeing and the hospitals further
progress and understand the current development plans that
hospital has undertaken. They can do this via Facebook, Twitter
and YouTube. To implement this, it will be conducted via a
short video clip which will then be presented to the viewers and
explained MITI programs coordinator (Bellevue Hospital, 2017-
b). this will also issue relevant information on the process of
enrollment together with double-enrollment procedure into this
program. This is likely to raise the participation for all the
programs which in return will raise the health condition of the
patient and fetch more revenue to the hospital.
Ethical Criteria
This marking strategy aligns with the necessary ethical
criteria, such as; when conducting the CHNA (Community
Health Needs Assessment data was collected (NYC Health+
Hospitals |Bellevue, 2016). The institution collected
information on health issues and peoples that are entitled to
Medicaid, Medicare, and those who are not insured with any
particular issue appertaining health. The data have to gathered
according to the terms of Affordable Care Act (ACA) after three
years since the institution is designated to IRS-501© (3).
Alignment of the Marketing Goal
The goal of this marketing strategy aligns with the
Hospitals vision, mission and strategic plans as it depicts
providing care of the highest quality and standards to all the
persons living in the area. It ascertains that all patients are

embraced and treated with dignity and kindness.
while their families are in the care of this organization. In
addition to keeping cost down and serving the community and
increase the successes.
Competition
When we reflect to competition of this proposed program
is very minimal, since this hospital is a a member of NYC
health -hospitals program, it acts in partnership with other
hospitals which gives it very little competition in the land. The
worst competition would result if the hospital goes ahead to
compete with other institutions outside its boundaries like the
Mayo Clinic situated in Minnesota. This facility has advanced
in that it is able to link its patients to emergency clinical
professionals using a number of methods. It is possible for these
trained staff to reach out for patients, conduct tests, and provide
treatment and support and necessary information to the people
as another way of providing Medicare to the rural people via
rural clinics (Mayo Clinic Health System, 2018). They are able
to access each other using devises that are portable and other
important technologies. The used signals are confidential
protecting the communication thus it’s a method that is very
private and meets the conditions for the Health Insurance
Portability and Accountability Act (HIPAA) privacy statutes
(American Marketing Association, 2017).
Communication is very important when an institution is
trying to set and achieve its goals. For these strategies to be
realized, it will be essential to develop good communication
skills between the developer, internal and external stakeholders.
To achieve internal communication the company should reward,
train, recruit and motivate its members towards providing very
suitable more effective and satisfying services. This will help to
produce and maintain a motivated workforce. It improves the
relationships between the people and the organization and
produces satisfying results to the people. External
communication is important for strengthening the relationship
between the hospital and external environment on which the

hospital is built.it lays its emphasis on physician relationship,
patients’ relationship, the public or the community relationship,
conducting activities that aim at improving the conditions of the
community. This is very essential as the hospital is built on the
fabric of the society in which it is set. If they are unable to
develop good relations with the external stakeholders it will
become difficult for the to operate and achieve the target goals.
REFERENCES
Austin, E. W., & Pinkleton, B. E. (2015). Strategic public
relations management: Planning and managing effective
communication campaigns. Routledge.
Hat, H., & be Worn, S. B. M. (2014). BOARD OF HEALTH
MEETING 9: 30 am–11: 00 am Hastings & Prince Edward
Counties Health Unit Main Office-179 North Park St.,
Belleville Instruction Rooms 1 & 4.
Meier, D. E., & Beresford, L. (2007). Hospitals and hospices
partner to extend the continuum of palliative care. Journal of
palliative medicine, 10(6), 1231-1235.
Nash, D. B., Fabius, R. J., Skoufalos, A., & Clarke, J. L.
(2015). Population health. Jones & Bartlett Publishers.
Running Head: BELLEVUE HOSPITAL AND THE HEART
HEALTH SERVICES 1
BELLEVUE HOSPITAL AND THE HEART HEALTH
SERVICES 7

Bellevue Hospital And The Heart Health Services
Southern New Hampshire University
December 1, 2019
Introduction of Bellevue hospital and the heart health service
Bellevue Hospital is the oldest public hospital in the USA and
boasts having the most effective staff in line with the goals of
the hospital in caregiving. Located at 462 First Avenue in the
Kip bay of Manhattan in New York City. Currently, it serves an
average of 460000 outpatients and has grown to be one of the
most efficient hospitals in New York City. The heart health
service is housed in the cardiology, and cardiothoracic surgery
department which is world-renowned and the heart health
program is among the few departments in the world and has a
state of the art labs and have “our door to STEMI” produces
better services beyond the average (Root, Schonfeld, Williams,
& Poppers, 2017).
Mission, vision and strategic goal of the organization
The mission of the hospital is to provide the highest quality of
care to all the needy people in New York and all over the world
with honesty, integrity, and dignity even if the patient is not in
a position to pay for the service that has been provided to them.
The vision of the hospital is to be among the top ten hospitals in
the country as far as the provision of quality service is
concerned. Further, the hospital has a strategic goal of making

the hospital the most popular in terms of compliance and
service delivery so that all the people would work better at all
times without any failure (Bellevue, 2016). Another strategic
goal is improving communication so that the service delivery
can be first, efficient and up to date.
The current state of the service using the marketing framework
The current state of the service is that it has invested in
technology to serve the goals and ambitions of the hospital. It
has incorporated technology to come up with the state of the art
lab where people all over the country can be served. It is one of
the hospitals where open-heart surgery is performed. Since the
need of the hospital is to be the go-to place, it has ensured that
the appropriate technology, leadership, and correct values to
ensure that the correct virtues of the hospitals are maintained
for better service delivery.
Stakeholders of the organization using the marketing framework
The Bellevue hospital has several stakeholders who interact in a
very effective way to maintain the business in the hospital. The
first stakeholders are the patients who pay for the services and
the physicians who work around the clock to ensure that the
patients always get what they pay for. The government is yet
another stakeholder mainly mandated to monitor and ensure that
the organization operates within the dictates of the law.
Insurance companies and pharmaceutical companies all work
together to ensure that the goals of the organization achieve the
targets.
How the current state of the service aligns with the mission,
vision and strategic goals?
The current state of the heart health service is perfectly aligned
to the mission, vision and strategic goal because the
organization has maintained three important concepts in its
operation. The first concept is innovativeness and application of
technology to provide better services to the population.
Secondly it applies strong leadership which ensures that staff is
well trained to partake the duties that are assigned to them. In
the long run, the goal of serving the people with dignity will be

achieved because of the way the leadership handles the entries
and trains the physicians will achieve good results. Being in
line with the strategic goals and being top ten hospitals in the
application of technology in service delivery (Root, Schonfeld,
Williams, & Poppers, 2017).
The target population of the heart health service by Bellevue
hospital is a range of all people from different geographies in
the world but mostly in New York. Special consideration is
however given to some categories of people like the LGBTQ
youths who are prone to the depressing issues causing heart
disease. The older people also receive special consideration and
can lead to better treatment. In a nutshell, the Bellevue heart
health program targets both the young and the old and serves
with dignity because today's diets have been affected by junk
and lifestyle diseases are prone to all the people.
Competition for the services.
Competition in most of the hospitals has been seen to be
beneficial to the individual by offering the people the service
that they deserve. Some people claim the competition may make
the services that are offered to change in terms of efficiency.
Other claim competition helps to work for the betterment of the
country’s economy, it improves the level of innovativeness as
well as bring the most reasonable prices for the services that are
offered. Some argue that competition will lower the quality of
the services that are offered since the hospital will always be
aiming at increasing the profits.
The government will, therefore, need to work on the levels of
competition so that it can help to protect the healthcare industry
before the services are jeopardized. There are supposed to be
strict measured that are put in place so that the hospital can
adhere to them as they offer the services and in their daily
activities. Competitions will impact the health care practitioners
in the ways they are creative and press them to come up with
alternative means of treatments that are more effective to the
patients.
The current marketing strategies

For this program, there is not any good that is currently
used for the involved marketing strategies since it does not
exist. The program is termed as an extension of the MITI
program that has been using different targeted marketing like
patients with diabetes. The marketing technique, as well as the
strategies, are very different for it, because of that reason, then
the technique and the program are not going to work for the
cases of obesity/ weight management program. The other reason
is that the target geography and the demographic are very
different.
Appropriateness of the marketing for the target market.
The different marketing strategies that are used for the
program is because they target different areas and the
demographic is also a different one for the target market. There
are different social media platforms that are used and they have
different numbers of users depending on which they prefer
using most. These number keeps on changing each and every
day. Some research shows social media is not going anywhere
and that is the reason why we have to take advantage of social
media for health care in marketing (Anticoli, 2018).
People use social media for emotional support,
encouragement, support, emotional comparison and well as for
gaining information. This has been therefore made, the social
media platform good for the marketing activities and hence it is
termed as the best proposed programs.
Ethical criteria
The people who do the health care marking in many time
they make the decisions that are full of fairness and they play a
very fundamental role in influencing the ways the stakeholders
and the employers who are the internal, as well as the public
termed as the external, are treated (Cellucci, Wiggins &
Farnsworth, 2014). The main role and purpose of the American
college of health executive code of ethics are to make sure they
serve and also guide the conduct that helps to improve the
quality of the entire health care and the healthcare industry at
large.

This has been working through the process of putting the
emphasis on the importance of the mission that they have and
the ways it should be carried out in the right ways. In order to
abide by the set rules that are used in marketing the marketing
technique need to be very honest and open. More so, it should
be in a position to promote the images of the entire Bellevue
hospital. This will serve in giving the patients the chance to
make better and well informed decisions and take part in the
program.
References
Bellevue, (2016). Community Health Needs Assessment.
Id=6389
Root, M., Schonfeld, E., Williams, R., & Poppers, D. M. (2017).
Single Balloon Enteroscopy: A Diversity of Patients, Diagnoses,
and Therapeutics-The Bellevue Hospital Experience (2008-
2015): 2791. American Journal of Gastroenterology, 112,
S1506.
Anticoli, K. (2018 February 26). Behavioral Health Social
Media Marketing- Yes, You Need it. Retrieved on November
17, 2018 from https://www.10e11.com/blog/behavioral-health-
social-media-marketing-
Cellucci, L. W., Wiggins, C., & Farnsworth, T. J.
(2014). Healthcare marketing: A case study approach. Health

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