MARKETING PLAN

Marketing Plan: Grant's Hospital

Abstract

This paper has been based on a hospital that does not exist in reality. It has been constructed for the purpose of this paper and to demonstrate my abilities to apply marketing strategies to an organization. The reason why a hospital was chosen for this report is because I wished to demonstrate my understanding of the subject and apply it to an organization that is unique and not very common. For the purpose of this paper, Grant's Hospital has been assumed to be an organization that provides free medical services to patients. It is a 150 bedded hospital with an emergency ward and an out-patient wing. Current workforce of the hospital is 1500 employees, including medical as well as non-medical staff.

Marketing Plan: Grant's Hospital

Introduction

Grant's Hospital was developed five years ago with the aim to provide free medical facilities to the people in the areas. Medicine and hospitalization are two things that lead to a lot of financial distress for a person. A growing need for quality medical facilities was identified in the society six years ago and this led to the formation of Grant's Hospital (also known as GH). GH has been providing patients with excellent care in the fields of cardiology, neurology, dermatology and pediatrics. Additionally, the hospital also has a refined ER (Emergency Room) for patients who are rushed in with some severe problem and an out-patient department (known commonly as OPD) for patients suffering from minor problems such as the Flu and cough.

In this report, senior managers of the hospital are given a concise report on the current standings of the hospital and strategies to market the hospital in order to improve its overall visibility as well as financial inflow.

Assumptions

Certain assumptions that have been adopted for this report are:

Grant's Hospital has 150 beds

GH does not charge the patients any fee for its services

The finance and funding of the hospital comes from donations and charitable contributions

There is no government involvement in the hospital's operations

Current workforce of the hospital is 1500 employees

The quality of care provided at the hospital is top of the line

The Current Situation (Identification of the problem)

For the first five years, Grant's Hospital operated on the generous donations it received from local as well as international donors. It does not charge the patients any fee and that is the core reason of existence for the hospital. It has been formed by a panel of doctors with a passion to serve the poor. If the hospital starts charging for their services, their reason of existence would be lost. Hence, the hospital has now decided to deploy stronger marketing strategies to increase the funds coming into the hospital. The board members realized that if stronger marketing is used to increase the overall visibility of the hospital, it would lead to better inflow of funds. Currently, the marketing of the hospital includes:

Donor management and proper communication with donors

Sending letters and flyers to donors and patients, updating them about current activities

Brief periodic marketing via radio and television

Billboards ...