I. Executive summary
Santé Nou—is a Travel Care Voucher and affordable healthcare plan that offers family members in Haiti access to primary health care. This comprehensive marketing strategic plan should provide a roadmap for the pre-pilot phase with its customer-focused objectives. While many organizations have difficulty communicating and connecting with Haitian consumers both in Haiti and in the United States with Haitian Americans, experience and understanding for this specific target population allows for a thorough representation of what can be done to not only reach this target demographic, but also achieve specific goals.
Those specific goals involve regular primary care visits and ease of access to important emergency medical services to help prevent major medical issues, while also promoting healthy living. To deliver positive outcomes in health for Haitians is to provide the kind of service that can help change lives for the better. Although Santé Nou is not a Major Medical Plan, it is a primary healthcare plan providing access to private primary care visits in Haiti for members. This may, in the future, cover emergency visits. However, as the results of a brief survey suggest, some problems within Haiti can make travel to and from points difficult. One main concern raised was lack of fuel for transportation.
While there are real hurdles in combating negative health outcomes in countries like Haiti, there are potential solutions. Santé Nou may be one of those solutions, but it requires knowing the problems within Haiti to combat the hurdles that come from employing any novel idea to a target population. These hurdles exist and will continue to exist for any project. However, the expertise and skill of ADA can provide the kind of experience needed to overcome such hurdles. The main objective is to help and heal people in Haiti through an affordable and high-quality healthcare plan. That plan is the Primary Healthcare Plan coupled with the Travel Care Voucher Program to enable transportation for medical treatment.
Introduction
Historically, healthcare institutions provide broad and general access to high quality services based on: a form or subscription, fee per payment, or healthcare insurance available. However, since Haiti ranked low when it comes to healthcare in the world. Such information led to Santé Nou realizing a unique opportunity to change the trajectory of Healthcare for the Island Nation.
The first step is the determination of the institution mission or purpose, whether that mission is still valid and useful, and how the institution is viewed by its various publics - contributors. Strategic Marketing Healthcare planning must be approached with the idea that it is a dynamic process rather than a set of fixed or increasing subscriptions. Its final goal for hospitals, are efficient healthcare services and quality at a justified level of price. A diversified program with exceptional physicians and satisfied patients must be established as a first step and high priority.
Due to lack of enough and proper healthcare in Haiti, Haitians suffer from diseases that can easily be prevented. For example, type II diabetes remains a prevalent and preventative issue in Haiti (Jean-Baptiste et al., 2006). A 2006 study by Fondation Haïtienne de Diabète et de Maladies Cardio-vasculaires indicated that Haitians living in Port-au-Prince have a significant sized population with diabetes. Women with 8.9% and men, 4.8%. 90% of those identified with diabetes have type II diabetes (Jean-Baptiste et al., 2006). Because Haiti is a country lacking in resources, it is therefore important to help those with these kinds of conditions get the high-quality of care they deserve.
The process of image-changing through marketing healthcare planning is designed to take time, careful curriculum planning,...
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