Situation Analysis-Peace Memorial Hospital
Situation Analysis-Peace Memorial Hospital
Peace Memorial Hospital is a 600-bed, independent, not-for-profit, general hospital located on the southern periphery of a major western city. It is one of six general hospitals in the city and twenty in the county. After doing much research, the Board of Directors has decided that they should open an ambulatory location in the downtown area, to be known as the Downtown Health Clinic (DHC). The clinic will have 4 major objectives: “1. To expand the hospital’s referral base, 2. To increase referrals of privately insured patients, 3. To establish a liaison with the business community by addressing employers’ specific health needs, and 4. To become self-supporting three years after opening” (Kerin and Peterson, 2007, p. 198).
Market Summary
“Peace Memorial Hospital is a 600-bed, independent, not-for-profit, general hospital located on the southern periphery of a major western city. It is one of six general hospitals in the city and twenty in the county. It is financially stronger than most of the metropolitan-based hospitals in the United States. It is debt-free and has the highest overall occupancy rate among the city’s six general hospitals” (Kerin and Peterson, 2007, p. 198).
According to the Hospital Physician Partners (2010), “The larger you grow as a company, the greater the challenge becomes to remain local… That’s something we’ve got to be able to hold on to. It’s what sets us apart from the competition” (para. 5). This is how Peace Memorial Hospital views their need for a downtown health clinic.
Target Markets
The target market for Peace Memorial Hospital includes:
• Young families
• Older residents
• Medicare recipients
• Privately insured
• Short stay patients
Market Demographics
Peace Memorial Hospital is geared towards everyone with a health ailment. They expect that most of their clientele will be either “young, upwardly mobile families from the city” or “inner-city residents, who have a higher
Peace Memorial Hospital is a 600-bed, independent, not-for-profit, general hospital located on the southern periphery of a major western city. It is one of six general hospitals in the city and twenty in the county. After doing much research, the Board of Directors has decided that they should open an ambulatory location in the downtown area, to be known as the Downtown Health Clinic (DHC). The clinic will have 4 major objectives: “1. To expand the hospital’s referral base, 2. To increase referrals of privately insured patients, 3. To establish a liaison with the business community by addressing employers’ specific health needs, and 4. To become self-supporting three years after opening” (Kerin and Peterson, 2007, p. 198).
Market Summary
“Peace Memorial Hospital is a 600-bed, independent, not-for-profit, general hospital located on the southern periphery of a major western city. It is one of six general hospitals in the city and twenty in the county. It is financially stronger than most of the metropolitan-based hospitals in the United States. It is debt-free and has the highest overall occupancy rate among the city’s six general hospitals” (Kerin and Peterson, 2007, p. 198).
According to the Hospital Physician Partners (2010), “The larger you grow as a company, the greater the challenge becomes to remain local… That’s something we’ve got to be able to hold on to. It’s what sets us apart from the competition” (para. 5). This is how Peace Memorial Hospital views their need for a downtown health clinic.
Target Markets
The target market for Peace Memorial Hospital includes:
• Young families
• Older residents
• Medicare recipients
• Privately insured
• Short stay patients
Market Demographics
Peace Memorial Hospital is geared towards everyone with a health ailment. They expect that most of their clientele will be either “young, upwardly mobile families from the city” or “inner-city residents, who have a higher
References: Kerin, R. A., & Peterson, R. A. (2007). Strategic marketing problems: Cases and comments (11th ed.). Upper Saddle River, NJ: Pearson. Hospital Physician Partners. (2010). Rapid Growth Continues in 2010 for Hospital Physician Partners. Retrieved from http://www.hppartners.com/news/rapid-growth-continues-in-2010-for-hospital-physician-partners/