Marketing PlanBy Team Invictus

Situation Analysis

Background

• The idea of NHCLV started about 9 yrs ago due to community need and hospital collaboration

• First Federally Qualified Health Center of the Lehigh Valley (FQHC)

• Incorporated as a 501(c)(3) 2004• Services available to community members

regardless of their ability to pay• Fifty-one percent of their Board of Directors is

made up of patients

Mission

The Mission of the NHCLV is to provide primary and preventive health and wellness services in the Lehigh Valley, regardless of their ability to pay.

We strive to do this directly and in partnership with other community organizations, with a goal of creating a primary health care home for an underserved community.

Vision

• Culturally sensitive• Accessible and affordable• Equal access• Highly skilled professionals and staff• Healthcare education

Product/Services

• Primary Care from Baby to Geriatrics

• Immunizations

• OBGYN

• Pregnancy testing

• Education programs

• Accupuncture

• Massage Therapy

• Behavior Health Services

• Well Adult Exam

• OBGYN/Prenatal

• Hypertension

• Dizziness/Memory Loss/Pain

• Immunization

• Diabetes

• Obesity

• Joint pain

• Back pain/Sciatica

• Hyperlipidemia/Triglyceridemia

Top 10 Diagnostic Groups

Locations

New Life at The Caring Place

931 Hamilton Street, 4th Floor

Allentown, PA 18101

Locations

Vida Nueva at Casa

218 North 2nd Street

Allentown, PA 18102

Price

• Enhance reimbursement from insurances which will enable provisions of services to the uninsured and underinsured

• Services for uninsured population are on

a sliding fee scale

• Word of mouth• Presentations• Brochures

Promotions

SWOT ANALYSISSTRENGTHS WEAKNESS

OPPORTUNITIES THREATS

Top of the line providers well known in the communityFriendly bilingual staffResidents are matched for cultural competencyLocationParking Easy access to transportation Low cost of serviceHours of operationsFirst to market

ParkingStaffing/Provider shortagePhone systemNo marketing planLow number of insured patientsScheduling wait time EstheticsFinancial CounselorLow patients aged 18-21 Low patients aged 65+

Only Federal Qualified Clinic in LVExpansion into Bethlehem and EastonExpand Residency ProgramCommunity Exchange ProgramCollaborate/Partner with Health Care Networks

Healthcare Reform cutbacksBudget/Lack of Funding

Differential Advantage

• Affordable and accessible healthcare is the motivator of the operation

• One stop shopping • Governance by patients • Strategic collaboration between major health care

providers

Target Market Analysis

Target Market

• NHCLV is looking to increase their Medicare, Medicaid and Medicaid HMO’s

Payer Mix

Race Breakdown

Gender Breakdown

Age Breakdown

Goals

Goals

• Increase number of insured patients• Increase visibility of services

Action Plan

• PATHS assistance• Community Exchange Give Back Hours• Advertising

– TV/Newspaper/Radio

• Refer a Friend/Promotion• Mini Health Fair

• Publicity– Social Media

– Flyers/Brochures

Budget

• Website• Mini Health Fair• Media

Measuring Market Effectiveness

Measurements

• Patient survey• Increase in patient population

Control Chart