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Marketing PlanBy Team Invictus
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Situation Analysis
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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
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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.
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Vision
• Culturally sensitive
• Accessible and affordable
• Equal access
• Highly skilled professionals and staff
• Healthcare education
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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
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Locations
New Life at The Caring Place
931 Hamilton Street, 4th Floor
Allentown, PA 18101
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Locations
Vida Nueva at Casa
218 North 2nd Street
Allentown, PA 18102
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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
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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
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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
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Target Market Analysis
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Target Market
• NHCLV is looking to increase their Medicare, Medicaid and Medicaid HMO’s
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Payer Mix
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Race Breakdown
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Gender Breakdown
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Age Breakdown
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Goals
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Goals
• Increase number of insured patients
• Increase visibility of services
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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
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Budget
• Website
• Mini Health Fair
• Media
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Measuring Market Effectiveness
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Measurements
• Patient survey• Increase in patient population
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Control Chart