Terrace Hospital Marketing Plan
Marketing Strategy -- Terrace Community Hospital
Summary- Terrace Hospital is a smaller, community hospital, located in a suburb of a major city. There are a number of large urban hospitals within 45-60 minutes of Terrace, but the focus for Terrace is as an expanded clinic that provides basic services for urgent care, seniors, obstetrics, general practice, counseling and education programs, radiology, complete blood work, and an osteo-care unit for citizens of the outlying communities that are 45-60 minutes from Terrace, and thus quite a distance from the urban hospitals. The hospital is reviewing its marketing plan in order to focus more on profitable and complete care, knowing that more complicated specializations are more available in the urban center.
Major Health Concerns -- Quality pediatric care, childhood obesity and Type-II diabetes, alcohol and cigarettes, substance abuse, STDs, geriatric care, obesity and cardio-renal issues.
Target Patients- The community of Terrace, as well as the surrounding smaller towns, are bedroom communities primarily focused on educational services, some minor manufacturing, and agricultural products. The area, we will call the Terrace Community, consists of Terrace and 6 smaller towns, as well as a rural population. The 2011 Census Survey found the following:
Terrace Community
Areas
Terrace, six smaller towns
All within 30-45 minutes of Terrace Hospital
Population
38,450 inclusive
Terrace plus region
Ethnicity
62% Caucasian, 22% Latin, 10% Asian, 4% Black, 2% Mixed
Mixed population, translation issues may need to be addressed
Income
Median - $34,746, Per capita $19,277
5.8% below poverty line
Age
24% under 21, 28% over 65
Requires focus on pediatric and geriatric care
Economy
Major employers are educational services, regional prison, ancillary services (Wal-Mart, etc.)
Family services required, strong push towards education and prevention
Pricing and Positioning- Under new insurance law, there are more individuals who now have preventative care; since there is no large Community Care facility in the area, the bulk of the healthcare...
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