Antelope Valley Medical Center’s Strategic Marketing

Introduction

Antelope Valley Medical Center (AVMC), a local medical care provider, concentrates on providing affordable, high-quality healthcare to the public. The firm’s mission is to elevate the standard of living in the neighborhood by emerging as the preferred healthcare provider (Antelope Valley Medical Center, 2023). The hospital’s vision is to offer top-notch services for successful outcomes, uphold a holistic healthcare philosophy, and promote moral behavior. The hospital’s values are respect, honesty, stewardship, teamwork, and innovation. The business preserves a welcoming environment for healing with such goals. The Antelope Valley as a whole, as well as its suburbs, is the organization’s service area. Services include women’s health care, oncology, cardiology, bariatric, trauma and rehabilitation, inclusive stroke center, and home-based medical care. Nevertheless, the business has maintained a reputation for providing excellent services for cardiovascular conditions, making it a top provider of coronary care (Antelope Valley Medical Center, 2023). The institute sponsors several health-linked events, conferences, and screenings to raise sentience about the pre-eminent ways to prevent ailments.

Marketing Initiative

Every company needs to plan its strategies to keep its competitive advantage carefully. Client involvement and increased competition from other organized healthcare organizations providing the same services are two current problems at AVMC. The company must continually restructure its strategies to be competitive in this market. Its marketing strategy has strongly emphasized providing outstanding service, which has helped the business grow through recommendations and keep customers (Antelope Valley Medical Center, 2023). Nonetheless, the corporation must plan its strategies in light of the fierce competition. Poor patient participation is another issue that hinders organizational development and negatively impacts consumer happiness. The services provided by Antelope Valley Medical Center should be highlighted through an extensive marketing campaign. The plan should integrate traditional and digital marketing techniques, including social media marketing, direct mail campaigns, radio advertising, television marketing, and radio adverts. Given that it will aid in boosting patient involvement and wired attendance, which helps draw in novel bazaars, this project is necessary. The use of patient education materials, patient participation in surveys and focus groups, and the provision of feedback opportunities can all help the business achieve operational balance.

Customers’ Needs

It is essential to comprehend customer wants for better healthcare quality and gain a competitive edge. The community’s requirements may be better understood with this data, which can also be used to spot service shortages and develop plans for filling them. The medical center can customize its services and amenities to each client’s requirements by being aware of their wants. Additionally, it aids in the medical facility’s creation of a personalized experience, which may increase patient satisfaction (Gonzalez, 2019). The medical facility can better comprehend the kinds of treatments and services that have the most excellent chance of success by being aware of the demands of its patients. The medical center can focus resources, cut costs, and maximize resource use by using digital marketing, according to the information.

Patients and their people, doctors, and other medical care professionals like nurses, psychiatrists, and pharmacologists are the main clients of Antelope Valley Medical Center. The patients require high-quality medical care in a secure and caring setting. Consumers desire a medical facility with a range of services, an experienced staff, and easy access. In addition, they favor healthcare services that are reasonably priced and pay attention to their requirements and preferences.

Residents who depend on the health center for deterrent wariness and other well-being amenities, as well as merchants who deliver goods and facilities to the hospital, are the secondary clients at Antelope Valley Medical Center. These clients’ needs include getting contact with high-standard health treatment and services that suit their requirements and inclinations. They correspondingly need a therapeutic facility that may offer an extensive variety of conveniently located, affordably valued amenities. Additionally, these patients favor a medical facility that runs smoothly and can react quickly to their needs.

The 4Ps

Product, Pricing, Place, and Promotion, or the “4Ps” of marketing, are crucial for every organization comprising Antelope Valley Medical Center. The coronary treatment program is the product, and its cost must be reasonable and appealing to prospective clients. Place refers to the geographical location of the amenities, and the facility should make sure that it is easily reachable by individuals who necessitate care (Gabelaia & Tchelidze, 2022). Promotion involves publicizing the amenities; therefore, the institution must work to increase awareness of its offerings via digital marketing techniques. Marketing also entails publicizing the services. The 4Ps of branding assist in making cardiac treatment programs readily available, appealing, and successfully marketed.

Drivers of Demands

The main factors driving the need for services within the medical industry are efficacy, technical development, and hospital legislation that influence service availability. An influential healthcare institution will develop its industry because of satisfied patients and the increased demand for medical amenities (Purcarea, 2019). While emerging technologies frequently enable better therapies and patient results, they contribute to the need for healthcare facilities. Likewise, the health system meaningfully influences the market for medical amenities (Purcarea, 2019). Government actions like funding levels for particular facilities and rules prevailing their conveyance may impact the demand for hospital services.

Establishing the Context

Marketing Goals

Goal 1: Develop a keen attentiveness in prospects who are interested in live-in home-based treatment services through the following three means:

1. Producing brochures containing information from the social networks advertisement and sending them to existing clients, potential customers, and elderly citizens in the Antelope Valley region
2. Producing and stationing brief 60 seconds tapes with details regarding the facility’s adverts on the company’s public platforms for internet users.
3. Obtaining reviews and recommendations from the agency’s previous and current clients.

Goal 2: Reinforce present relationships with medical care suppliers like doctors, nurse specialists, and civil workers to ensure that facts about this program are constantly at the front of their thoughts whenever victims are evacuated from the center. This would be done by visiting these places frequently to check on and remind staff.

Goal 3: Locate and train certified home health aides (CHHAs) eager to work as reside-in assistants in cardiac and stroke centers. This objective is essential to the company’s development since it will provide consumers with the same caliber of expert assistance that the hospital already provides.

Industry Segment

Demographic: Urban regions populated primarily by persons of color are the live-in service’s principal target markets. Customers of Antelope Valley Medical Center are those who need healthcare services and goods. Everybody who resides or works in California is included in this demographic trend. Presently, 528,000 people live in Lancaster, California (U.S. Census Bureau, 2022). In Lancaster, California, 49.54% of the population is Black or African American (non-Hispanic). 34 is the average age, and $70,646 is the median income (U.S. Census Bureau, 2022).

Market Size: The home-based medical care industry was valued at $142.9 billion in 2022 due to the growing older population (Thomas, 2022).

Psychographic: African Americans in metropolitan areas with favorable opinions of in-home care will make up the market segment. Notwithstanding physical or mental limitations, home-based treatment is frequently seen as a valued amenity that allows seniors to maintain their self-sufficient lifestyle in their neighborhoods and combats solitude and seclusion (Frochen et al., 2020).

Regulatory Influences: Civic laws, such as the Affordable Care Act (ACA), significantly impact the healthcare industry. Among other things, the ACA imposes minimum requirements for health insurance coverage and develops new insurance markets. California, for instance, has its own set of laws governing the healthcare industry in addition to state regulations, such as licensing necessities for medical care practitioners, indemnity needs, and inspection of healthcare amenities.

Health Risk Segment: Venders can utilize well-being peril dissection to determine the categories of medical services most suitable for a particular set of people. Black adults over 65 and those with persistent medical issues, such as high blood pressure, diabetes, and obesity who may need additional services are in danger from immunization in this scenario.

Payer Mix: This describes how health insurance benefits are allocated among different payers, including private insurance, Medicare, Medicaid, and those who are uninsured. In California, private insurance accounted for 43.3% of all health insurance coverage as of 2021, followed by Medicare (27.1%). 15.7% of residents were covered by Medicaid, a state-funded insurance scheme for those with low incomes, while the other 13.9% did not have insurance (Radulian, Cetina & Manea, 2022).

Key Success Factors: Using SharePoint’s manuscript organization program, automatic workflows, and share points are some key achievement elements at Antelope Valley Medical Center. Chronic illnesses, which necessitate abiding care, are on the rise and are the main factor driving demand. The first compeers of caregivers, mostly grown-up kids, are increasingly expected to take care of their elderly guardians (Bott et al., 2019). Consequently, older adults who need help are being pushed to depend more on home-based medical supporters, even though this segment of the populace is declining.

Regular receipt of out-of-pocket reimbursements is another crucial consideration. Before retiring, the client would have contributed to a private long-term care insurance plan. Medicare does not cover homemaker services such as errands and light cleaning, nor does it cover assistance with personal care activities like washing, dressing, or toileting, according to Fathollahi-Fard et al. (2022). These services would be covered by the client’s individual funds.

Target Markets

As previously mentioned, a significant figure of older people in the U.S. stops working every day. However, the target audience could still have much to offer even after leaving the personnel if they require assistance due to a severe medical condition (Valente et al., 2022). Seniors who require assisted daily living (ADL) intervention and suffer at least one persistent condition might prefer activities given 24 hours a day by a skilled aide. Most common diseases, like chronic obstructive pulmonary disease, diabetes, high blood pressure, macular degeneration, and mild cognitive impairment, cause the patients’ typical behavioral patterns (Feuerstadt et al., 2022). Consumers who live alone are the target market for this center.

Market Analysis

SWOT Analysis

Strengths

1. High levels of client satisfaction, service excellence, and caregiver appreciation.
2. Trained and certified professional Alzheimer’s and dementia caregivers
3. Professional consultation in dementia and Alzheimer’s for potential issues.

Weaknesses

1. This position currently needs to be filled by a live-in employee.
2. If private pay or long-term care is allowed, the number of clients who necessitate care but cannot pay for it will decrease.
3. There needs to be more clarity regarding the difference between hourly rates and live-in care.

Opportunities

1. Adding Medicare customers to the payer mix
2. Capturing older people who have left treatment facilities
3. Request applications from capable nannies and nannies who are interested in full-time, live-in situations.

Threats

1. Competition from well-known providers
2. Ratings may suffer if competitors’ tactics are unknown.
3. High training expenditures for newly hired foreign workers in new professions.

Competitor Analysis

The following analysis focuses on Monte Vista Medical Center, one of Antelope Valley Medical Center’s rivals. Everyone can receive care and assistance from this organization regardless of age. The hospital, located at 44439 17th St W, Lancaster, CA 93534, has a license from the state to provide medical services (Monte Vista Medical, n.d).

Strengths

1. This hospital employs qualified nurses, physicians, and volunteers to assist them.
2. The agency has the authority to regulate rates because it is privately owned and not controlled by any corporate body.
3. International best practices for patient care are based on evidence.

Weaknesses

1. The hospital offers a comprehensive range of services and concentrates on all population groups. Elderly heart disease is just one of the hospital’s specializations (Monte Vista Medical, n.d).
2. State authorities do not regulate the cost of medical care.
3. Not all patients, particularly older patients, are prepared to employ the new therapy and care modalities.

Another rival in the home healthcare programs market is Bigelow Family Home Care, a home care company with a Los Angeles state license. Bigelow Family Home Care provides personal care amenities at 4225 10th St. W Suite 101, Lancaster, CA 93551 (A Place for Mom, n.d).

Strengths

1. Care is provided to individuals with a range of ailments and distinct requirements.
2. Although this is a private facility, the cost of the services is typical for the neighborhood.
3. The staff shows concern for the patients assigned to them, which fosters a trust-based connection.

Weaknesses

1. There are other centers close by that offer comparable services.
2. Costs may rise following the level of patient care and treatment needed.
3. Individuals need help adjusting to changes in nurses or other staff members.

Market Position

After comparing the relative strengths and limitations of the three organizations, it becomes evident that the Antelope Valley Medical Center has a better corporate standing than the other two organizations. Therefore, it would be in the organization’s best interest to comprehend the live-in market to effectively provide reside-in care for stroke and cardiac clinics to the arcade it has determined as the correct demography. Given that several of the firm’s competitors currently provide this amenity, the company may be prerequisite to assess its SWOT examination carefully results to create and execute a marketing plan that will likely be successful.

Marketing Strategies

Promotions Strategy

Advertising on radio and Television is a traditional marketing strategy required to promote the intensive care and telemedicine care provided by Antelope Valley Medical Center. Advertising is any funded non-personal display and marketing of concepts, products, or services by a sponsor who can be identified, usually employing mainstream media as the medium for communication (Idiong & Etifit, 2023). Placing ads to inform the general population of the care provided by AVMC’s acute quality care combined will increase community understanding of the service, boost the clinic’s exposure, and improve the center’s brand reputation. Placing signs and adverts within medical offices to draw potential clients is another necessary advertising method. Oncology, bariatric, cardiology, trauma, and comprehensive stroke victims should be targeted; therefore, being capable of reaching them via doctors’ offices may be helpful. These adverts can also be given to physicians so that if they prescribe the gadget to their patients, there will be other forms of promotion.

Resource Requirements

Resource 1: Radio and Television

Direct Expenses

1. Media acquisition Cost – the expense of broadcasting the advertisement, such as a thirty-second commercial during peak or off-peak hours or on a sheet or part of the paper.
2. Payment to patients or spokespersons who offer testimonies.

Indirect Expenses

1. The price of ensuring that the advertisement is correctly broadcast to reach the desired audience and team for evaluation and monitoring
2. The cost of the software and equipment used.
3. Determining when to air commercials

Resource 2: Advert making or creation

Direct Expense

The price of creating scripts, writing text, developing graphics, filming videos, processing, and designing layouts.

Indirect Expenses

1. Costs associated with renting space for the advertisement.
2. The cost of the software and equipment that the in-house press team utilized to make the advertisement.
3. Pre-production preparation sessions.

Resource 3: Tracking and Reporting

Direct Expense

The price of altering or changing the jingle, slogan, or the entire plot.

Indirect Expenses

1. The price of keeping track of advertising expenditures.
2. Analyzing criticism and implementing corrective actions.

Resource 4: Advertisements at medical offices

Direct Expense

The price for office-wide advertising.

Indirect Expense

The time required to establish every advert inside the premises.

Metrics for Evaluating the Success

The effectiveness of the advertising strategy will be assessed by contrasting the percentage of patients before and after the advertisement to ascertain the effect of the advertisement. This will indicate if the number of people has increased or decreased. In addition to employing patient information, surveys can be given to new visitors to find out how they learned about or picked the hospital. This will allow us to determine whether or not the advertisement persuaded them to utilize the service. Monitoring statistics on the number of patients referred to obtain clinical equipment like cardiac event monitors is an excellent approach to judging the marketing plan’s effectiveness. Tracking where customers learned about the item is another effective technique to assess the performance of the marketing strategy.

Conclusion

The only way health systems can truly stand out in a crowded market where clients have numerous choices for their preference of healthcare professionals and facilities is by developing a well-differentiated, meaningful, and distinct proposal in addition to a marketing plan tailored to the digital realm. According to this strategic marketing plan, Antelope Valley Medical Center’s telehealth and Television or radio marketing will be used to promote the primary care facility. This will increase consumer consciousness of the service, foster favorable brand perception, strengthen comparative benefit, and foster prestige among service users. This will encourage Antelope Valley Medical Center’s mission to elevate the standard of living in the neighborhood by emerging as the preferred healthcare provider and vision to offer top-notch services for successful outcomes, upholding a holistic philosophy of healthcare, and promoting moral behavior. This proposed strategy sets up the hospital’s current priorities. This may change in the future based on how the business develops its detector to monitor additional health conditions.

References

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