Paper Example on Marketing of Medical Services to Insurance Companies

Introduction

The preferred provider organizations and health maintenance organization are common type of managed care systems of health insurance plans. Managed care plans are arranged to vail medical services to organization members in exchange for subscription fee which is paid to the plan sponsors of HMO or PPO 9 (Grim, 2016). The members of health organization receive medical services from a network of approved professionals who also have a contract with the sponsor. In other words, administrators of managed care plans act as middlemen as they contract with both health service providers and enrollees. The subscribers receive the benefit of reduced costs while healthcare givers profit from a guaranteed client base. Various marketing approaches are used, to promote laboratory services in managed care plans, internal marketing, use of media and the strategy through a functional website.

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Internal marketing: - The approach is least expensive and also useful in attracting quality clients when compared to other plans such as a functional website. When using this approach, organizations commence the procedure with the ideal patients in mind; who show up on time, accepts treatments, pay bills and refers families or friends. Unlike the use of social media, in internal marketing healthcare providers converse one on one with potential patients seeking to gather their opinions, suggestion or clarification of services. In that way, they prompt patients to refer their family members, friends with an assurance that the business would get similar clients. Here, running on time strategy is a crucial consideration as patients make appointments for specific schedules, and requires their time get respected. Running on time is an approach to quality care. Thus, patients can refer friends or families.

Use of media: - Unlike the internal marketing approach which has direct in touch with service consumers, the method of media approach work through distance, but similarly it involves service-communication. The only distinct advantage is that healthcare providers can reach a wide range of potential clients compared to the internal marketing approach. Typically, almost every person consumes social platforms nowadays, for instance, Facebook. With the modern trends, a managed care plan can reach the innermost personal circle of individuals by engaging posts. Healthcare organizations can appear on media news feed many times so that to become a top of mind recall for any potential client when in need. The use of social media is a higher level digital market approach compared to a one on one promotion method. Irrespective of whichever path get used, the primary focus is to establish health care services. However, the difference differs in expenses as it requires constant managed of social pages.

Functional websites: - The approach is useful in promoting managed care plans, with every person having an internet-enabled smartphone. Unlike the method which relies on personal referrals, with internet service nowadays, information becomes easy to get via online search engines. Institutions have found it easy and time serving to employ functional website approach as much information can get conveniently retrieved from online basis, unlike indirect referrals (Hoo & Lansky (2016). For instance, through website functions, organizations can promptly email distant patients to educate them on medical services such as radiology as a way to promote services. Unlike the internal marketing approach where service givers communicate directly with patients, a website strategy can be manageable through data keeping and retrievals for use for future purposes. I recommend the use of the internet as an approach to services marketing as many individuals are internet consumers and it would be an effective way to reach information to them.

Key Components of a Strategic Plan

One of the primary element in marketing approach is the product. Well, irrespective of the method to use in promotion, the procedures must consider what requires marketing, by focusing on the main item. In laboratory services, for instance, the laboratory tests are the generic products. The turnaround, prices, payment options, test mix or reputation for quality are other considerations that rhyme with service delivery and are variables that organization managers have to deal with when enacting strategic plans. Another component is customers. Usually, it is essential to target a marketing effort considering that the approach is not for all outpatients. Laboratory managers may not require giving incentive to captive clients who are sure to use organizational services. For instance, it might result in harm to provide additional discounts to programs which do not delineate customer groups. Instead, a target needs to focus on discretionary buyers who are making decisions on where to obtain laboratory tests.

Well, many medical laboratories leverage their competitive edge of better locations to help gain market share quickly, within a large medical facility. The institutions establish sales plans to enable turn qualified leads into potential clients, having developed best strategic plans to develop local awareness of laboratory organizations and their benefits, the organization does that by emphasizing significant advantages which physicians offer to clients. According to Hoo & Lansky (2016), competitive edge is convenient and gets defined through accepting popular insurance plans, providing fast test analysis with accurate or precise results.

Resources Used to Leverage Marketing Initiatives

For an internal marketing approach, one requires resource such as communication devices like mobile phones, office telephones, or computers for information passage to clients, physicians, friends or families. Also, it is vital to get equipped with laboratory resources so that patients can be sure of quality service delivery to recommend the organization to other potential users. Regarding the website function approach, using tools such as Pardot is a winning platform for marketing success. Such an internet marketing resource is considered best due to features like web and mobile personalization, email management, search marketing or tracking of website visitors. In addition to social media approach resources, medical organizations require being equipped with quality website developers and adequate computer devices to keep touch with distant patients.

Techniques to Align Organization Stakeholders

One technique to align organizational stakeholders is becoming transparent with objectives and benefits. First, institutional leaders require to know ways stakeholders can help and create their values simultaneously in that when their interest get identified, they can corporate with set goals. Managers need to know things like customers preference, a structure of competitive context and how to differentiate stakeholders' interest in order engage an alignment. Another approach is to distill interactions and insights into actions. According to Wager, Lee & Glaser (2017), conducting communication is a technique to deepens understanding and agreement towards a task and it is recommended for leaders to establish a close relationship with stakeholders to monitor progress. Also, an organization can embrace a stakeholder engagement guide as a tool for aligning the matters of the business. Through a strategized guiding plan, an organization gets to test products or programs with stakeholders who would benefit from results, while the company obtains feedback loop to help better services. In my opinion, I recommend the transparency of a health organization in their activities, by engaging stakeholders in decision-making and progress as a way of an alignment.

References

Grim, G. (2016). Narrow Networks: Analysis of the Past and Implications for the Future.

Hoo, E., & Lansky, D. (2016). Medical Network and Payment Reform Strategies to Increase Health Care Value. American Health Policy Snstitute, 17.

Wager, K. A., Lee, F. W., & Glaser, J. P. (2017). Health care information systems: a practical approach for health care management. John Wiley & Sons.