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The Mission Viejo Medical Center (in the city of Mission Viejo, California) comprises two geographically adjacent institutions:Mission Hospital Regional Medical Center: Mission Hospital Regional Medical Center, andChildren’s Hospital at Mission (CHM): Children’s Hospital at Mission (CHM)https://www.choc.org/choc-childrens-mission-hospital/
Retirement Communities:The city of Laguna Woods (https://www.cityoflagunawoods.org/), is home to “Leisure World” (http://www.lagunawoodsvillage.com/), a retirement community of over 23,000 senior (55 years and above) residents.The city of Mission Viejo is home to “Casta Del Sol,” a retirement community of more than 3,000 senior (55 years and above) residents.
The Project
Module 1 – Assignment – Market Research and Segmentation
The External Environment – Data GatheringSearch the Web and gather relevant general information regarding hospitals for seniors and direct data pertaining to the external environment of the proposed GAHThe proposed points below are just “starter points” for you to expound upon and add to as you see fit.Common medical conditions of seniors:Overall health statusUnique illnessesOtherMedical institutions for seniors:Types of institutions and clinics serving seniors (their size per population served)Types of special services provided for seniors and catering to their needs.Length-of-stay of seniors at various hospitals.OtherLocal (Mission Viejo area) City demographics:Can be obtained from but not limited to: http://www.city-data.com/Input the nine municipalities (one by one) in the search box.Scroll through the various data sets, and glean the relevant information: Population, Gender, Age, Household income, Race, Other.Consolidate all nine city data sets into one table, total where appropriate
In order to do so, you will need to define/address the following points:Who are your target market subjects?Where are they located?What special needs do they require?What special medical/health services do they wish to get?What type of physician specialization would they like to have?Locations: Do they prefer a single medical center (MC) hospital location, or do they prefer a medical center (MC) hospital and a community clinic (CC)?Other.Survey Questionnaire:Complete the following proposed survey table – column A, that you plan to use in order to obtain the preferences and perceptions of the seniors of your target segment, assume n=500. GAH Project tables attacged.)Your instructor will comment on your table and fill out column B GAH Project Tables
Case 1 – Survey Table
Item #
A
To be filled by the student
Survey item
1
2
3
4
Add at
least 10
more
items
Is a special GAH medical center needed?
Is a special community clinic needed in addition to the
GAH?
Is a ………… service needed?
Is a ………… service needed?
B
Results – To be filled by the Instructor
On a scale of 1-10, where:
10= very much needed, and
1 = not needed
Case 3 – Budget Table – please fill the empty spaces
#
A
To be filled by the
student
B
To be filled by
the student
C
Filled by Instructor
Service / Treatment
Estimated
Medicare
reimbursement
to GAH. (each
10 to 60
thousands of
dollars)
$10,000
Projected number of
procedures/treatments
performed annually
D
To be filled
by the
student
Total
income
B*C
75
$750,000
Example Treatment ABC
1
2
3
4
5
6
7
8
9
10
Total
85
50
200
150
50
100
60
75
110
Miscellaneous expenses
E
Filled by
Instructor
F
To be filled by
the student
GAH
GAH projected
projected
annual gain (or
performance
loss).
relative to
D – D*E
federal
standards
80%
$150,000 (do
not add this
line to total)
75%
110%
80%
90%
120%
100%
75%
85%
95%
-$375, 000
(minus)
$