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Consumerism In Healthcare

1253 Words6 Pages

Healthcare Environmental Scan Healthcare marketing and consumerism trends have become an important focus as the healthcare environment has become increasingly competitive. The drive towards consumerism has caused healthcare providers to seek insight for connecting relationally to those seeking healthcare services. Marketing methods have transitioned from print ads and radio slots to social media venues and podcasts. Environmental scans are an additional technique available to the healthcare industry as a means for discerning relevant consumer services. This paper will explore Rush University Medical Center with the use of an environmental scan to identify strategic consumerism and marketing opportunities. An environmental scan involves obtaining …show more content…

The regulation and demand for providers to implement electronic health records (EHR) has created a technological venue for improved communication of patient health outcomes and needs (“2015 Environmental Scan”, 2014). However, EHR data exchange capabilities remain lacking across provider channels. One of the benefits of technology is the opportunity for health organizations to streamline payment options (“2015 Environmental Scan”, 2014). Organizations also have the possibility of informing marketing strategies through technology by generating customized, interactive websites which provide consumers the option of online appointment scheduling, provider information, patient forms, and supplemental education materials (Rooney, …show more content…

d.) describes how Rush University Medical Center’s marketing campaign addressed each of the five environmental scan facets. Economically, the organization allocated money to marketing and information technology and developed a five-year financial plan. Technologically, Rush built a new website and pursued a media onslaught. Socially, the Medical Center changed names to become more user friendly and used media to distribute advertisements featuring staff members expressing genuine emotions about the institution. Also, the new website showed cultural sensitivity by providing health information in Spanish as well as English. Regarding competition, Rush hired a designated staff member to cultivate relationships with physicians and community hospitals. Also, a new referral and consultation guide was introduced. In terms of regulation, Rush University Medical Center promoted transparency by furnishing the public a list of offered programs and services, results of clinical research data, outlined superb nursing care quality, and explained a collaborative approach to patient care (Long, n. d.). As a result of the marketing campaign, Rush University Medical Center realized an increase in admissions by 2.3%, outpatient growth by 10%, $20 million profit margin improvement over the previous year, elevated consumer satisfaction, and an above average payer mix (Long, n. d.). However, in looking to the future, a broadening movement towards healthcare consumerism, in combination with

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