Health Care MarketingSpring 2009: Project 1 ,2, 3, & 4

Student: Jeffrey Burnaska

Organization Mission: To provide sensitive, high quality, cost effective health care services to all patients, regardless of ability to pay

Descriptor: Yale-New Haven Hospital regularly ranks among the best hospitals in the U.S. and is accredited by the Joint Commission on the Accreditation of Healthcare Organizations

To provide health care services to the greater New Haven/Southern Connecticut area ranging west to Bridgeport, north to Meriden and east to New London

Primarily focused on children and adults age 40 and up Cancer treatment, digestive treatment, women’s

health, and pediatric care are the main focus areas of care

Yale-New Haven Hospital provides a number of health care services ranging from, but not limited to: Oncology AIDS Cardiac Gastrointestinal Genetics Women's & Pediatric Health

The National Institutes of Health have recognized these facilities for excellence: Cancer Prevention Research Unit, Cancer Information Service Center, Comprehensive Cancer Service, Digestive Disease Research Center, Child Health Research Center, and Children's and Adults' Clinical Research Centers

Yale-New Haven Hospital is the only hospital that provides facilities with nationally recognized care in the greater New Haven/Southern Connecticut area

Competitors can not compare to Yale-New Haven Hospital’s quality of care and leading research

Patients located in the greater New Haven/Southern Connecticut area

Primarily focused with: Older individuals (age 40 and up) suffering from

all types of Cancer, Pediatric care (infant to age 18), as well as women’s health, and psychiatric care

Demographics suggest an increase in the aging population (age 60 and up) in the greater New Haven/Southern Connecticut are

The area in which Yale-New Haven Hospital could benefit from growth would be long-term care

Yale-New Haven Hospital does not currently have a long-term care department/center where it can focus on acute and chronic diseases affecting the aging population

The development of a long-term care center/department that would focus on research and treatment of acute and chronic diseases that affect the aging population (age 60 and up)

The center/department would also focus on rehabilitation services that affect the aging population (age 60 and up)

Comments: Yale-New Haven Hospital is regarded as one of the top hospitals in the nation. However, the development of a long-term care center/department would benefit the aging population in the greater New Haven/Southern Connecticut area

Supporting documentation/Resources:http://www.ynhh.org/index2.html

Long-term care center Acute & chronic disease services as well as

rehabilitation services Services: mental illnesses (Alzheimer's, dementia,

neuro-degenerative conditions), bone and joint, cardiovascular, cardiopulmonary, and all rehabilitation related treatments

Departments: clinical center and rehabilitation center

Clinical Center Staffing: seven medical doctors (MDs) and twelve

nurses (Yale-New Haven Hospital staff) Seven clinical rooms: primary place for

treatment/checking of patients Three screening rooms: primary area for patients to

be screened for various acute/chronic disease▪ X-ray, MRI, and ultrasound▪ All other screenings are done at main hospital at

Yale-New Haven

Rehabilitation Center Staffing: two physical therapist and one

occupational therapist (Yale-New Haven Hospital staff)

Two clinical rooms: primary place for interaction with patients

Large rehabilitation area: consists of weight training, treadmills, elastic training, water treatment, stretching/aerobic area, and activities of daily living (ADL) area

Long-term care center located on Yale-New Haven Hospital campus apart from main hospital. Comprised of own building and parking lot

Bus transportation provided to those who can not get to center themselves

L0cated 30-35 minutes from Bridgeport, 20 minutes from New London, and 20 minutes from Meriden. Located 5-10 minutes from downtown New Haven

Referral needed from primary care provider to be admitted to long-term care center

Demographics suggest that healthcare expenses for all individuals age 60 and up are covered either through Medicare, Medicaid, or private insurance

All services offered at the long-term care facility can be covered through Medicare, Medicaid, or private insurance

Individuals who do not qualify for Medicaid or Medicare (age 60-64) can use their private insurance to cover medical expenses with a 80/20 policy. This is a very common insurance policy used throughout the greater southern Connecticut area

Individuals who use Medicare to cover their medical expenses can do so through Medicare Part B and D. Prescription drugs through Medicare Part D can be attained at the main hospital through referral from long-term care physician/therapist

Low income individuals who use Medicaid to cover their medical expenses can do so at the long-term care center

We accept Medicaid, unlike our competitors, because the use of Medicaid to cover medical expenses is the largest growing coverage in America

Our survey will be sent to four anonymous individuals age 60 and up from the Yale-New Haven Hospital mailing list. The survey will be hand delivered to the individual’s residency

The instructions on the survey are as followed: fill out the required questions and mail back to Yale-New Haven Hospital correspondent (myself). The surveyors will also receive a stamped envelope with correspondent’s address on it in order to be mailed back to correspondent

Survey is composed of the name of the individual as well as 3 questions pertaining to demographics, 3 product questions, 1 place question, 1 pricing question, and 1 open ended question. A total of nine questions. Questions 2-8 are Yes/No responses. Question 9 is open ended

Questions are as followed: 1) What is your gender? 2) How old are you? 3) Where do you currently live in the greater southern Connecticut area? 4) Do you believe there is a need for a long-term care center in the greater

southern Connecticut area?

Survey questions continued 5) If a long-term care center were built at Yale-New Haven

Hospital, would you use its services? 6) Would you use a bus service to get to the long-term care

center if you were unable to get there yourself? 7) Do you feel that Yale-New Haven Hospital is good

location for a long-term care center? 8) Do you feel the payment options (Medicare, Medicaid,

private insurance) for the long-term care center are appropriate?

9) What changes, if any, would you make to the long-term care center to ensure that you would use its services?

Survey Responses Questions 1-8

Question 1 Male Female Female Male

Question 2 Age 63 Age 71 Age 65 Age 67

Question 3 Bridgeport New Haven Meriden New London

Question 4 Yes Yes Yes Yes

Question 5 No Yes Yes Yes

Question 6 Yes Yes Yes Yes

Question 7 No Yes Yes Yes

Question 8 Yes Yes Yes Yes

Survey Responses Question 9 (open ended)Question 9 I would want

it closer to Bridgeport because that is were I live. Other than that, I see no changes necessary.

There are no changes. The center would be a great addition to the community.

As of right now I do not for see any changes. I would have to use the services before making any final conclusions.

I wish that there was a pharmacy within the center so that I would not have to go back to the main hospital to get my medication.

At a first glance it seems that the long-term care center would be a great addition to the community and the target customers would utilize its services

The one man located in Bridgeport feels that the long-term care center is too far from his residency. A bus service would be provided to transport individuals back and forth from Bridgeport. However, if there is a large population that feels that way it could restrict the amount of individuals from Bridgeport from utilizing the center’s services. A mass bus transportation system might be necessary, but it would be costly

One of the surveyors stated that he wished that there was a pharmacy within the center to prevent going back to the main hospital for his medications. This could pose a serious problem because our target customers are large users of the pharmacy. Putting a pharmacy within the center would be a good idea, but costly

Other than the potential customers in Bridgeport and the lack of a pharmacy, all other services offered seem to satisfy our target customers

Based on the survey data two changes could be made in order to improve the center. Our target customers in Bridgeport might neglect the center because it is too far from their residency. Strong advertising of the center will have to be implemented in Bridgeport in order to attract customers. Also, the idea of implementing a mass bus transportation system back and forth from Bridgeport would be costly, however, it would attract more customers to use the center’s services. Also, building a pharmacy within the center would be costly, but it would render better customer satisfaction because customers would not have to go back to the main hospital in order to receive their medications. The higher the customer satisfaction, the more likely individuals would use the center’s services and recommend the center to others. Although these changes would be costly, it would bring in more customers and yield a higher customer satisfaction, which in the long run would pay off. Other than these two changes, the data suggest that the long-term care center would be great for the community and our target customers would use it’s services.

The target demographic for the long-term care center is focused on individuals age 60 and up who suffer from various acute/chronic disease as well as those who need access to rehabilitation services Male/female aging population, live at home with

spouse or family or in senior living community because of disease/disability, suffer from single/multiple complications that need care in order for them to be healthy/survive

6 week advertising campaign in the two local newspapers (Connecticut Post & New Haven Herald) which are the only two papers in the area of our target customers as well as distributing flyers at Yale-New Haven Hospital which is the largest hospital in the area of our target customers. All done prior to long-term care center opening

An emotional advertisement aimed towards our target customer (60+ who suffer from acute/chronic diseases/rehabilitation)

Objective is to get our advertisement into the hands of our target customer or target customer’s family through use of print advertisement in the two newspapers and flyers, which will be at the hospital for individuals to take home with them

The emotional tone of the advertisement will make our target customers/family want to “take action” about their health concerns or loved ones

The advertisement for the long-term care center will be funded by a percentage of sales method. 1/10th of last year’s net revenue from the Oncology department and Genetics department (split between the two-1/20th of individual department revenue) will be used to fund advertising

Reasoning behind this is because a vast amount of individuals who will use the long-term care centers’ services will most likely suffer from some form of cancer, demographics suggest. The Genetics department has seen an increase in funding because of President Obama’s “pro stem cell” ideals. The department can afford to allocate some funds to the long-term care center. Also, with the potential advances in genetics, many individuals who suffer from diseases that can be better managed with advances in genetics will be using the services of the long-term care center, demographics suggest

Considering the survey information and demographics an emotional advertisement that portrays “death/illness” to grab the attention of reader to “take action” about there illness/disability will be used It will “hit close to home” The advertisement will be meaningful to our target

customers as well as their family Make it evident that the long-term care center is affiliated with

Yale-New Haven Hospital. This will make the reader realize the long-term care center will have great quality since Yale-New Haven Hospital’s logo is on it and they provide nationally accredited care along with high customer satisfaction

The communication medium that will be used for the advertisement of the long-term care center will be through the two local newspapers (print) and flyers at the hospital

There are only two newspapers in the geographical area were are target customers are and about 95% of the public receives them. The flyers will be in the hospital, which is the largest hospital in the area and the primary hospital that our target customers use for care

An advertisement will be placed in the two local newspapers (Connecticut Post & New Haven Herald) to deliver a message about the long-term care center Product: Long-term care center Promotional Objective: Inform and interest public

about long-term care center Promotional Medium: Two local newspapers

1 in every 3 seniors who suffer from cardiovascular disease doesn’t live to see there 70th birthday

Have a plan Live Healthier, Longer

Call for more information: (203) 906-6169

Yale-New Haven’s Long-Term Care Center: The Leader in Care

Advertisement flyers will be located throughout Yale-New Haven Hospital for the public to take home with them or to view Product: Long-term care center Promotional Objective: Inform and interest

individuals who are at the hospital about long-term care center

Promotional Medium: Flyer

Every 70 seconds, someone develops Alzheimer's

Help those who have always been there for you

Live Healthier, Longer

Call for more information:(203) 906-6169

Yale-New Haven’s Long-Term Care Center: The Leader in Care