A Strategic Marketing Plan for Women and Infant Services, DeWitt Army Community Hospital and the DeWitt Health Care System
Abstract
This market research paper analyzes DeWitt Army Community Hospital and the DeWitt Health Care System's Women and Infant Services from a marketing perspective, and proposes 10 "action plans" for attracting and retaining more patients. Maternal/Child Health is DeWitt's second most important product line, with a target market of 25,000 female beneficiaries between the ages of 18 and 45. Currently, DeWitt has a 75 percent share of this market. The goal is to increase this market share to 85 percent. The "Women and Infant" product line consists of care provided in the Well Woman/OB/GYN Clinic, the Labor and Delivery Unit, and the Mother/Baby Unit. Expectant mothers spend approximately 9 months as customers of this product line. DeWitt does not currently use product line management to integrate these services. Both secondary and primary data were used to gather information about the market. Primary data were collected using two survey instruments. The outpatient survey was mailed to beneficiaries who requested non-availability statements for obstetrical care from 1 January 1998 to 1 December 1998 (N=254). The inpatient survey was given to patients who delivered babies at DeWitt during the month of January 1999 (N=66). Outpatient responses indicated relatively low satisfaction with DeWitt's atmosphere, staff friendliness, appointment system, and wait times in the clinic. The inpatient questionnaire highlighted patients' concerns about the atmosphere, the facilities, and their likelihood to recommend the clinic or unit to a friend. As a result of this study, 10 recommended marketing action plans are identified. These include creating a "Women and Infant Services Center" on the hospital's third floor that is both functional and aesthetically pleasing to patients, appointing a product line manager to oversee the integration and marketing of Women and Infant services, and investing in a personalized "OB Registration" process for newly pregnant patients. (9 tables, 43 refs.7
Document Details
- Document Type
- Technical Report
- Publication Date
- Apr 01, 1999
- Accession Number
- ADA420894
Entities
People
- Kelly E. Soh