Healthcare Administration THE SIX STAKEHOLDERS GROUPS FOR RIVERVIEW REGIONAL MEDICAL

The six stakeholder groups for the Riverview Regional Medical Center are as follows: clerical staff, medical laboratory technicians, nurses, housekeeping staff, patients, and physicians. The hospital is comprised of 700 people who all play as stakeholders for the hospital.

TARGETS MARKET OF EXISTING PROGRAMS AND THE GAPS IN RRMC MARKETING STRATEGY

An addition added to the RRMC is the Heartburn Treatment Center. A nurse manager is utilized in the Heartburn Treatment which is similar to that of the management model used in the ED. PH monitoring, which uses the Bravo capsule, is considered one of the diagnostic procedures. This procedure is used on qualified patients, and the Nurse First program stressed the role of the hospital's commitment to the care of the patient. Usually, the nurse is the first person viewed by the patient in the ED, not individuals that worked in the registration department. In addition to the ED, another program that was utilized was a protocol system that aided in the triage of patients. A program that catered to the physicians was known as the scheduling program for it simplified the admission process for physicians.

To ensure that the admissions of patients at the Riverview Regional Medical Center were processed quickly and smoothly, the MedKey system was implemented. The MedKey system employed computer technology in order to streamline patient registration and admission procedures with a plastic "smart card" containing a magnetic strip on which pertinent patient information was encoded and updated quickly and easily. The gap in the marketing strategy was based on...

In addition, marketing efforts were directed at recruiting potential individual members as well as employer-group membership. The marketing efforts were responsible for the creation of newsletters that featured programs and services that were exclusively for Medkey members.
NEW PRODUCT AND SERVICES THAT WERE DEVELOP WITH EXISTING RESOURCES

New products and services that were developed with existing sources of the Riverview Regional Medical Center was the Heartburn Treatment Center. The American Gastroenterological Association reports that heartburn affects more than 60 million people. Similar to the Emergency Department, the Heartburn Treatment Center also uses a nurse manager. Part of the diagnostic procedures involves PH monitoring using the Bravo capsule. For instance, if a surgery is indicated, the lap Nissen procedure is being performed at the hospital. It has been noted that the manufacturer of the capsule has not been able to keep up with demand and the center is only receiving two to four capsules per week. The introduction of the Heartburn Center and Diagnostic Center were important steps in generating outpatient revenues. These centers helped improve patient satisfaction. The opening of the Heart and Vascular Center in 2004 was meant to boost RRMC's reputation in the community. As a result of the Vascular Center, the HealthGrades.com rated RRMC as the best in cardiovascular surgery hospital in Alabama. HealthGrades recognized the hospital's orthopedics…