Marketing Research-East Chestnut Regional Health System

Marketing Research-East Chestnut Regional Health System

East Chestnut Regional Health System (ECRH) came into existence as a merger of three firms; East River Medical Center, Archway Hospital, and Northern Mountain Hospital Consortium. The main aim of the merger was to combine their synergies to improve their healthcare services so that the merger could be a leader in health services to the community. Each constituent firm came with different expertise and specialties that, when combined, formed a more formidable healthcare center that would serve the community satisfactorily. To achieve its goal of being a market leader, ECRH hired Faith and Main Consultation Services to carry out marketing research to find ways it could achieve the goal.

ECRH hired Faith & Main consulting firm to research women’s health services. Some of the findings from Faith & Main were that; 36% of Chestnut County women would travel around seeking excellent women’s health services, meaning that if ECRH could improve women’s health, there is a ready demand. This implies that most women in this county care about their health and would spend much more seeking excellent services regardless of the distance or the cost. The second finding was that about 72% of women in Chestnut County would consider using the women’s health service of ECRH. This means that most women in this county prefer coming to this hospital; hence, it is already a leader in market share. The only thing that the hospital should do is to add more services and strive for continuous improvement of the existing services.

Contact us at eminencepapers.com for help with your assignment.

Breast care was the most sought service for most women in the county. The cases of breast cancer have been on the rise. Thus, the sensitization of the public by the community and public health department has created an awareness among women, especially childbearing age women, to start seeking breast care services. Second to breast care services is gynecology services; many women in this county seek gynecology services. Another positive finding is that ECRH has made a good effort in creating and modernizing health facilities hence, providing good women’s health care services. Some of the women’s health care services include; the women’s Breast Center and Nurse Navigation.

Secondary research has shown that the number of women seeking women’s health care services is increasing. Dall et al. (2013) forecasted that by 2020, the number of women seeking women’s healthcare services would grow by 6%. The growth rate of women seeking health services is quite high, which can be attributed to increased women’s health and well-being awareness. The women seeking these services are between 18 and 44 years old (Dall Et al., 2013). The growth in demand for women’s health care services was predicted to be highest in highly populated states such as Texas and Florida. This increased demand for the services will lead to demand for more physicians and gynecologists.

Kentofio et al. (2016) studied the use of maternal health services by U.S. refugees, immigrants, and U.S.-born women. The study found that refugee and immigrant women are less likely to initiate prenatal care within the first 12 weeks of pregnancy than U.S.-born women despite having near-universal insurance coverage (Kentofio et al., 2016). The study also found that refugee and immigrant women received fewer total prenatal visits than U.S.-born women. Overall, there is a disparity in access to pre and post-natal care among refugees, immigrants, and U.S.-born women.

Green et al. (2020) focused on studying the challenges faced by health workers in providing women’s healthcare services during the Covid-19 pandemic. This study found that in the early stages of the pandemic, some hospitals suspended any support people from accompanying women in labor and delivery rooms. Women entered the delivery facilities alone and lacked any support, thus, increasing postpartum depression (Green et al., 2020). This study also showed that during the COVID-19 pandemic, health workers worldwide faced harassment, abuse, and violent attacks from patients. The attacks and harassment resulted from misunderstandings and a lack of information.

This study focused on women’s health care services. It found that the demand for women’s health care services is increasing rapidly due to the awareness created by the public health department. Breast care is the most women’s healthcare service, and most women seeking women’s healthcare services are between 18 and 44 years old. Additional tools and techniques that will be required in this study include; direct market research, interviews with customers, and health care seminars to mine primary data. Additional information required in this study is the disparity in the costs of women’s health care services among states.

The purpose of marketing research is to gather relevant information about the market characteristics, such as the demographics so as to tailor products that suit the consumers’ preferences. Research on women’s health services majorly involves women of reproductive age, starting from around 18 to 50 years. This group of demographics is in the working-class group of people, meaning that they can afford certain medical schemes. Hence, such plans can be incorporated into ECRH marketing programs. Moreover, knowing the age of the consumers informs the facility management on the kind of health services that should be available; for instance, gynecology, breast care, and pre and post-natal care should be provided.

References

Dall, T. Et al., (2013). Estimated Demand for Women’s Health Services by 2020. Journal of Women’s Health VOL. 22, NO. 7

Green, L. Etl., (2020). Providing women’s health care during COVID‐19: Personal and professional challenges faced by health workers. Int J Gynaecol Obstet. 2020 Oct; 151(1): 3–6.

Kentoffio, Katherine; Berkowitz, Seth A.; Atlas, Steven J.; Oo, Sarah A.; Percac-Lima, Sanja (2016). Use of maternal health services: comparing refugee, immigrant, and US-born populations. Maternal and Child Health Journal, 20(12), 2494–2501. doi:10.1007/s10995-016-2072-3

ORDER A PLAGIARISM-FREE PAPER HERE

We’ll write everything from scratch

Marketing research is an important aspect of marketing planning and understanding consumer choice. Primary research helps the organization determine its target market and understand how likely they are to adopt a product or service. It is also a way to learn what is important to consumers. Secondary research helps the organization learn about industry and market issues and trends and how they relate to the organization.

Marketing Research-East Chestnut Regional Health System

Review the Case Study document.

Analyze the results of the marketing research performed by the Faith & Main Consultants from the Case Study regarding the perception of the organization’s women’s health services.

Assume you have decided that the organization needs to conduct additional primary research to get to the heart of consumer choice in the market:

Explore which tools or techniques would be most effective and efficient in terms of gaining the most results at the lowest cost.
Explore the type of additional information you believe is needed in such research.

Conduct secondary market research using the University Library:

Find 3 articles that relate to women’s health services that pertain to the ECRHS survey results.
Summarize the results of your secondary research.

Prepare a 500- to 700-word marketing research summary.

Include the following:

Analyze the Faith & Main primary marketing research results.
Summarize the secondary research articles you found, explaining how they do or do not support the Faith & Main Consultants’ primary research findings. Explain why you believe the organization needs to conduct additional primary consumer market research.
State the type of additional information you believe is needed from such research.
State the tools and techniques you would add, explaining why you recommend them, including why they would be the most efficient and effective.
Explain how you would incorporate consumer demographics and feedback on consumer healthcare preferences into the design for products, services, or branding.

Cite your sources in APA format.

Submit your assignment.