Summa Health Marketing Plan

SUMMA HEALTH MARKETING PLAN

1.0 Executive Summary        

Summa Health is a patient-centered organization that provides integrated and coordinated care for the people of Northeast Ohio. This non-profit system works individually with each patient by focusing on wellness through regular primary care visits, health screening and personalized specialty care. Summa is dedicated to providing the highest quality and compassionate care in order to contribute to a healthier community.

Established in 1989, Summa Health now provides care to more than one million patients a year in comprehensive, acute, critical, emergency, outpatient and long-term/home-care settings. Summa’s overall target market is individuals in Northeast Ohio that are seeking general health services, surgeries, specialized services or testing services. With such a broad target market, there is always room for growth. There are, however, a growing number of competitors in the area which requires a thorough and thought out market plan in order obtain the acquired target market.

For the purpose of this marketing plan, Summa’s target market will be young women in their twenties and early thirties. Women in this age group are generally healthy individuals who at times become consumed with their lives and lose focus on their general health, putting routine check-ups and preventative health measures aside. Summa Health has put together a marketing plan to attract the target market of young women in order for them to maintain their good health and to establish and overall healthier community.

2.0 Situational Analysis

Summa is entering its twenty-eighth year of operation. With a loyal customer base, Summa has been able to continue to grow over the years and establish a well-known name for themselves. However, there is still an unreached target market of young women in rural areas that Summa is working to reach.

2.1 Market Summary

Summa possess good information about the market and knows a great deal about the common attributes of their customers. This information will be used to better understand who is served, what their specific needs are, and how Summa can better communicate with them.

Target Markets

• Inpatient Surgical Cases
• Outpatient Surgical Cases

• Observation Patients
• Emergency Cases
• Outpatient visits-Other
• Births

2.1.1 Market Demographics

The profile for the target market Summa customer consists of the following geographic, demographic and behavioral factors.

        Geographics

• Summa targets Northeast Ohio and more specifically the greater Akron region. For the purpose of this marketing plan, the specific target area will be the greater Akron Region rural areas that do not have hospitals.

Demographics

• Females ranging from the age 20-35
• The total targeted population is estimated to be approximately 10,000 women.
• Of the 10,000 women, over 26% have bachelor degrees or higher.
• The potential patient’s average income is $30,368.
• Of the patients 20 and over 76% are single.

        Behavior Factors

• The target market are individuals who are busy with their lives and are not always

                  health conscious.

• Individuals have active lifestyles.
• May experience lack of sleep

2.1.2 Market Needs

Summa Health is providing the healthcare community with a wide range of health services for every need. The company seeks to fulfill the following benefits that are important to its customers:

• Easy appointment management. Customers with busy lifestyles need an easy way to manage their appointments. Smart phone applications can allow users to make appointments at their convenience along with viewing the wait time in the emergency department.
• Limited waiting time. The customer has a busy lifestyle and does not enjoy spending excessive time in a waiting room for a routine check-up. Summa will be considerate of time and remain on schedule as much as possible.
• Affordable Payment Plans. Young patients are not always financially stable. Providing affordable payment plans for these individuals can help attract customers who are worried about the financial aspect of healthcare services.
• Quality Customer Service. Exemplary customer service is needed to build a strong loyal customer base. This helps build the relationship between the patients and Summa.

2.1.3 Market Trends

Summa Health will distinguish itself by marketing their extraordinary services that set them apart from other healthcare organizations. The marketing emphasis in the past has been focused on everyone in the greater Akron region. By narrowing the focus to young women in their twenties and early thirties, Summa can provide a more direct approach in the marketing strategy. By gaining these young women’s business we can build a loyal young customer base that has the potential to continue for years and possibly expand through spouses and children as they grow and their lives change.