For Milestone Two, you will establish the context for your healthcare product or service and analyze the market. To establish the context, you will describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the market, you will conduct a SWOT analysis, assess the competitors in the market, and determine the current market position.
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HealthCare Marketing
Courtney Roberts
Southern New Hampshire University
HCM 325 – Healthcare Marketing
November 13, 2022
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HealthCare Marketing: Mayo Clinic Rochester Surgery Services
Profile
The Mayo Clinic is a not-for-profit, integrated group practice focusing on the delivery of
health care, research, and education. The Clinic has over 3,800 physicians and scientists on staff,
and provides services to over 1.3 million patients each year. The Clinic has locations in Arizona,
Florida, and Minnesota. The Clinic’s main campus is in Rochester, Minnesota. The Clinic’s
mission is “to inspire hope and contribute to health and well-being by providing the best care to
every patient through integrated clinical practice, education and research.” The Clinic’s vision is
“to be the destination for patients seeking the best care.” The Clinic offers a variety of services,
including primary care, specialty care, and surgery (Kundel et al., 2014). The Clinic also offers a
variety of educational programs, including continuing medical education, residency and
fellowship training, and medical student education.
Marketing Initiative
Healthcare is an essential service that all individuals need at some point in their lives.
Unfortunately, this service is not always affordable or accessible to everyone. One way to help
make healthcare more affordable and accessible is to offer surgery services at a discounted rate
(Schulte et al., 2018). This marketing initiative is important to the organization because it will
help to increase the number of patients who are able to receive care. Additionally, it will also
help to improve the quality of care that patients receive.
There are a number of issues that currently exist with surgery services. One of the biggest
issues is the cost of care. Surgery can be very expensive, and often times patients are unable to
afford the care they need. Additionally, there can be a lot of wait time involved in getting
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surgery. This can be very frustrating for patients, and can often lead to them not getting the care
they need in a timely manner (Rose et al., 2019). Another issue that exists is that sometimes
surgery can be very painful and have a long recovery time. This can be difficult for patients, and
can often lead to them not wanting to undergo the surgery.
A marketing initiative is needed in order to help address these issues. By offering surgery
services at a discounted rate, it will help to make care more affordable for patients (Kundel et al.,
2014). Additionally, by increasing the number of patients who are able to receive care, it will
help to reduce the wait time for surgery. Additionally, by improving the quality of care that
patients receive, it will help to reduce the pain and recovery time associated with surgery.
Customer Needs
In order to be successful, any healthcare product or service must take into account the
needs of the customer (Schulte et al., 2018). In the case of a surgery service, there are both
primary and secondary customers whose needs must be considered. The primary customers are
the patients who will be using the service. They will have specific needs in terms of the type of
surgery they require, the timing of the surgery, and their overall health and wellbeing (Kundel et
al., 2014). The secondary customers are the caregivers who will be responsible for taking care of
the patients before and after their surgery. They will have specific needs in terms of the type of
care they need to provide, the timing of the care, and their own health and wellbeing.
It is important to understand the needs of both the primary and secondary customers in
order to be successful in marketing a surgery service (Rose et al., 2019). For example, the
primary customers will need to be made aware of the types of surgeries that are available, the
timing of the surgeries, and the overall cost. The secondary customers will need to be made
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aware of the types of care that are available, the timing of the care, and the overall cost (Schulte
et al., 2018). In order to effectively market a surgery service, it is essential to understand the
needs of both the primary and secondary customers.
Four P’s
The four Ps of marketing are product, price, promotion, and place. They are relevant to
healthcare services because they help determine what services are offered, how much they cost,
how they are promoted, and where they are provided (Schulte et al., 2018).
Product: Services offered by healthcare providers can vary depending on the needs of the
patient population. For example, a surgery center that specializes in orthopedic surgery may offer
different services than a surgery center that specializes in general surgery.
Price: The price of healthcare services can vary depending on the type of service, the provider,
and the location (Rose et al., 2019). For example, a surgery center in a rural area may charge less
for a procedure than a surgery center in a major city.
Promotion: The promotion of healthcare services can vary depending on the type of service and
the provider. For example, a surgery center that specializes in cosmetic surgery may advertise in
magazines and on television, while a surgery center that specializes in general surgery may
advertise in newspapers and on the radio (Kundel et al., 2014).
Place: The place where healthcare services are provided can vary depending on the type of
service, the provider, and the location. For example, a surgery center in a rural area may be
located in a hospital, while a surgery center in a major city may be located in a standalone
building.
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Drivers of Demand
There are many drivers of demand for surgery, as it is a necessary procedure for many
medical conditions. The most common driver of demand is a recommendation from a doctor, as
surgeries are often the best course of treatment for certain medical conditions. Other drivers of
demand include medical emergencies, such as a heart attack or appendicitis, as well as chronic
conditions that require ongoing treatment, such as cancer (Schulte et al., 2018). Additionally,
healthy individuals may choose to have surgery for cosmetic reasons.
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References
Kundel, A., Thompson, G. B., Richards, M. L., Qiu, L. X., Cai, Y., Schwenk, F. W., … & Grant,
C. S. (2014). Pediatric endocrine surgery: a 20-year experience at the Mayo Clinic. The
Journal of Clinical Endocrinology & Metabolism, 99(2), 399-406.
Rose, K. M., Navaratnam, A. K., Abdul-Muhsin, H. M., Faraj, K. S., Eversman, S. A., Moss, A.
A., … & Castle, E. P. (2019). Robot assisted surgery of the vena cava: perioperative
outcomes, technique, and lessons learned at the Mayo Clinic. Journal of
endourology, 33(12), 1009-1016.
Schulte, P. J., Roberts, R. O., Knopman, D. S., Petersen, R. C., Hanson, A. C., Schroeder, D. R.,
… & Sprung, J. (2018). Association between exposure to anaesthesia and surgery and
long-term cognitive trajectories in older adults: report from the Mayo Clinic Study of
Aging. British journal of anaesthesia, 121(2), 398-405.
HCM 325 Milestone Two Guidelines and Rubric
Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will
describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the market, you will conduct a
strengths, weaknesses, opportunities, and threats (SWOT) analysis, assess the competitors in the market, and determine the current market position.
Prompt: Establish the context for your healthcare product or service, and analyze the market.
Specifically, the following critical elements must be addressed:
II. Establish the Context
A. Determine the marketing goals of your initiative. You should develop at least three specific objectives that apply best practices and align to the
organizational mission and vision.
B. Analyze the industry segment for your healthcare product or service. Include all relevant details related to population segment and
demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors.
C. Identify and describe your target markets. Be sure to include all relevant details related to their demographics, characteristics, preferences, and
consumer behaviors. In any area where you are lacking critical information, explain the type of data that you would collect to fully understand
your target markets.
III. Market Analysis
A. Conduct a SWOT analysis for your selected healthcare product or service. Be sure to thoroughly analyze the strengths, weaknesses,
opportunities, and threats by including at least three items in each category.
B. Assess your organization’s competitors using specific supporting examples. You should address at least two competitors, and discuss at least
three strengths and weaknesses for each.
C. Based on your SWOT and competitor assessment, draw informed conclusions about your organization’s current market position and justify your
claims with specific supporting examples.
Rubric
Guidelines for Submission: Your draft must be submitted as a 4- to 5-page Microsoft Word document with double spacing, 12-point Times New Roman font, oneinch margins, and at least three sources cited in APA format.
Critical Elements
Establish the Context:
Marketing Goals
Proficient (100%)
Specifies at least three marketing
goals of the initiative that apply
best practices and align to the
organizational mission and vision
Establish the Context:
Industry Segment
Analyzes the industry segment for
the healthcare product or service,
including all relevant details
related to population segment and
demographics, market size,
psychographic or health status
segmentation, regulatory
influences, payer mix, and key
success factors
Identifies and describes the target
markets, including all relevant
details related to demographics,
characteristics, preferences, and
consumer behaviors; where
appropriate, explains the types of
data that would be collected
Establish the Context:
Target Markets
Market Analysis:
SWOT Analysis
Conducts a SWOT analysis
including at least three items in
each category
Market Analysis:
Competitor
Assessment
Identifies and assesses at least two
competitors using specific
supporting examples, including at
least three strengths and
weaknesses for each
Needs Improvement (75%)
Specifies marketing goals of the
initiative, but fails to identify at
least three that apply best
practices and align to the
organizational mission and vision
Analyzes the industry segment,
but fails to accurately include all
relevant details related to
population segment and
demographics, market size,
psychographic or health status
segmentation, regulatory
influences, payer mix, and key
success factors
Identifies and describes the target
markets, but fails to accurately
include all relevant details related
to demographics, characteristics,
preferences, and consumer
behaviors; or does not explain the
types of data that would be
collected, where appropriate
Conducts a SWOT analysis, but
fails to fully or accurately include
at least three items in each
category
Identifies competitors, but fails to
assess at least two using specific
supporting examples, including at
least three strengths and
weaknesses for each
Not Evident (0%)
Does not specify marketing goals
of the initiative
Value
16
Does not analyze the industry
segment for the healthcare
product or service
16
Does not identify and describe the
target markets
16
Does not conduct a SWOT analysis
16
Does not identify competitors
16
Market Analysis:
Market Position
Draws informed conclusions about
the organization’s current market
position and justifies all claims
with specific supporting examples
Articulation of
Response
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Draws conclusions about the
organization’s current market
position, but not all are
appropriate or justified with
specific supporting examples
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Does not draw conclusions about
the organization’s current market
position
16
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Total
4
100%