A new community-based medical center may face various issues when starting working with patients from different backgrounds. One of all problems is the insurance of clients that have specific coverage of services. Further, the insurance issues of the medical center will be discussed, addressing the target audience of the institution.
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As the current patients of the medical center are under- or poorly insured, the expansion of the customer base is needed to get financial resources for the organization. Thus, it can be suggested to use survey research to understand the closest areas where patients have better insurance plans.
Initially, due to low-cost opportunities, mail surveys can be utilized using the open base of residents of York College and the Jamaica community (Berkowitz, 2006). Personal interviews in public places can also be used to get the necessary information.
The question of marketing to those who have proper insurance only is not simple. The medical center should get financial payments to cover its expenses and acquire better equipment. Therefore, the best way to address this issue is to balance patients’ base between under-insured people and better-insured ones to be able to service different people without undermining the quality of facilities.
Some moral objections when marketing to patients with particular insurance over others can arise. On the one hand, acquiring a customer base with good coverage ensures that the medical center will thrive and operate properly. On the other hand, some people need help but cannot afford the average insurance plan. The main moral objections are the fairness of this policy and bias towards specific customers that require managing the organization impartially.
Overall, one can say that the medical center will inevitably face moral issues when developing its services and patient base. Although these problems may affect the operations of the institution, the management team needs to balance stakeholders’ expectations, considering the ethical meaning of the actions.
Berkowitz, E. N. (2006). Essentials of health care marketing. Jones & Bartlett Learning.
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