Marketing in health care

Marketing in Healthcare

Catholic Healthcare West

Catholic Healthcare West (CHW) is a not-for-profit healthcare organization serving parts of Arizona, Nevada and the majority of California. With 42 hospitals it is the largest Catholic hospital system in this part of the United States. The organization focuses its services upon the poor, who cannot afford private hospital services. Regardless, the aim is also to provide high-quality healthcare to those in need. The target market is thus the poor in the western areas of the United States.

Taking into account the size of Catholic Healthcare West, it should not be a problem to implement new services without a loss of either mission or customers. New services should however be implemented with the proper care to ensure that the focus remains as originally intended.

The service management strategy of CHW has always been collaborative. By collaborating with other groups who share the vision and commitment to the poor that are the top priorities of the organization, the strength and quality of the service is increased and ensured. Both Catholic and non-Catholic groups and hospitals have been welcomed to serve this worthy cause. Collaboration has helped CHW to meet the challenges presented to the non-profit healthcare industry in the modern world. The system is thus sponsored by various charity organizations throughout the western part of the United States. As stated, CHW features 42 acute care facilities. These include 7,088 acute care beds, 1,175 skilled nursing beds, 36,000 full-time employees and 6,500 physicians. The cost of services to the community and the poor during FY99 amounted to $434 million.

It is entirely possible, and even essential, for CHW to move towards a paradigm of prevention and wellness rather than focusing on sickness and cure. This can then indeed be done without detracting from the organizations vision or mission. The mission of the CHW is to provide those in disadvantaged financial positions with excellent health care. It is also their mission to do so in a spirit of Christ-like compassion and love.

If a paradigm of wellness is to be adopted, programs such as community education events could be implemented. These could focus on educating the public regarding the maintenance of health and the prevention of illness. The focus can still be the poor and of course the acute illness care unit can still operate for those who need it. However, if wellness is a greater focus within the organization, some of the existing facilities could be converted to become education centers to help people focus on wellness.