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
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+
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
Only Federal Qualified Clinic in LVExpansion into Bethlehem and EastonExpand Residency ProgramCommunity Exchange ProgramCollaborate/Partner with Health Care Networks
Healthcare Reform cutbacksBudget/Lack of FundingHealthcare 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