MHA 506
Team Assignment: Goals/Objectives and Marketing Strategy
MHA 506/Ethical Marketing: The New Health Care Economics
Goals/Objectives
The goal focus of East Chestnut Regional Health System (ECRH) is multifarious. One of
the most important components of their goal is to make their reputation indisputable, resuscitate
their integrity and reliability among their respective patient populations. Some of the anticipated
areas requiring modifications are to increase net profits, expand women’s health care, reduce
waste from centers with less than desirable performance (Archway Hospital, the Behavioral
Health Center and Regional Burn Unit), recruit new providers, prepare for the opening of the
new Oncology Center, address insinuations of legal action and create a plan of action to possibly
avoid this in the future.
East Chestnut Regional Health System (ECRH) must also determine if it is beneficial to
make the considerable repairs needed to their existing facility or invest in a new one. Overall,
ERCH is evaluating the services being provided to their existing consumers with plans of
increasing their new patient population.
The merger of the organizations that formed ECRH continues to strive for continuous
improvement. Focusing on best practices and sharing information helps them maintain a
competitive edge. Focusing on and adapting to customer's needs and satisfaction involves
evaluating the performance of products, services, and operations of the company. Services
provided by ECRH have some areas of concern that need some enhancements and changes of
processes in the following areas: Women's Health Services, Cardiology, Orthopedics,
Emergency Department, General Surgery, and Inpatient Behavioral Health Services. ECRH's
Women's
, Health Services and Obstetrical deliveries have declined and to stay competitive they would need
to improve by focusing on providing neonatal intensive care and women's breast exam centers.
Another major concern is the aging specialists. While Green Branch Medical Center is
rebuilding their Cardiology Dept, half of the Cardiologists at ECRH are aging and will be
retiring in less than 5 years. They would need to focus on recruiting younger new specialists.
Retaining younger better trained orthopedic surgeons is in the best interest of ECRH because
they currently have a problem with the older surgeons who have been forcing the younger ones
out. These internal issues have caused a decrease in customer volume. The current group of
physicians in the Emergency Department will need to be removed as their current attitude,
rudeness, and disrespect towards the patients who do not have insurance or are insured through
the state is not showing concern for the patient's needs and concerns. ECRH is losing general
surgery cases as the older surgeons are retiring, they are losing cases to their competitor, due to
their inability to gain replacement surgeons. ECRH was once working with a competitor to train
plastic and general surgeons in the burn center but started losing money and closed due to a
separation of the competitor.
In the case study “Value Chains of Public and Private Health-care Services in a
Small EU Island State: A SWOT Analysis,” the authors targeted to compare public and private
healthcare value chains. To achieve this, they focused on the healthcare system in a small
European Union island state of Malta (Buttigieg, Schuetz & Bezzina, 2016). The findings of their
study informed the healthcare marketing objectives that can be adopted by the Maltese
healthcare system.
Malta embraces both public and private healthcare systems. These systems complement
each other in the delivery of healthcare services to the people of Malta. Based on the research
Team Assignment: Goals/Objectives and Marketing Strategy
MHA 506/Ethical Marketing: The New Health Care Economics
Goals/Objectives
The goal focus of East Chestnut Regional Health System (ECRH) is multifarious. One of
the most important components of their goal is to make their reputation indisputable, resuscitate
their integrity and reliability among their respective patient populations. Some of the anticipated
areas requiring modifications are to increase net profits, expand women’s health care, reduce
waste from centers with less than desirable performance (Archway Hospital, the Behavioral
Health Center and Regional Burn Unit), recruit new providers, prepare for the opening of the
new Oncology Center, address insinuations of legal action and create a plan of action to possibly
avoid this in the future.
East Chestnut Regional Health System (ECRH) must also determine if it is beneficial to
make the considerable repairs needed to their existing facility or invest in a new one. Overall,
ERCH is evaluating the services being provided to their existing consumers with plans of
increasing their new patient population.
The merger of the organizations that formed ECRH continues to strive for continuous
improvement. Focusing on best practices and sharing information helps them maintain a
competitive edge. Focusing on and adapting to customer's needs and satisfaction involves
evaluating the performance of products, services, and operations of the company. Services
provided by ECRH have some areas of concern that need some enhancements and changes of
processes in the following areas: Women's Health Services, Cardiology, Orthopedics,
Emergency Department, General Surgery, and Inpatient Behavioral Health Services. ECRH's
Women's
, Health Services and Obstetrical deliveries have declined and to stay competitive they would need
to improve by focusing on providing neonatal intensive care and women's breast exam centers.
Another major concern is the aging specialists. While Green Branch Medical Center is
rebuilding their Cardiology Dept, half of the Cardiologists at ECRH are aging and will be
retiring in less than 5 years. They would need to focus on recruiting younger new specialists.
Retaining younger better trained orthopedic surgeons is in the best interest of ECRH because
they currently have a problem with the older surgeons who have been forcing the younger ones
out. These internal issues have caused a decrease in customer volume. The current group of
physicians in the Emergency Department will need to be removed as their current attitude,
rudeness, and disrespect towards the patients who do not have insurance or are insured through
the state is not showing concern for the patient's needs and concerns. ECRH is losing general
surgery cases as the older surgeons are retiring, they are losing cases to their competitor, due to
their inability to gain replacement surgeons. ECRH was once working with a competitor to train
plastic and general surgeons in the burn center but started losing money and closed due to a
separation of the competitor.
In the case study “Value Chains of Public and Private Health-care Services in a
Small EU Island State: A SWOT Analysis,” the authors targeted to compare public and private
healthcare value chains. To achieve this, they focused on the healthcare system in a small
European Union island state of Malta (Buttigieg, Schuetz & Bezzina, 2016). The findings of their
study informed the healthcare marketing objectives that can be adopted by the Maltese
healthcare system.
Malta embraces both public and private healthcare systems. These systems complement
each other in the delivery of healthcare services to the people of Malta. Based on the research
