Marketing plan development and strategy

Marketing Plan

Mercy Medical Center

Mammogram Project

Direct Marketing Plan

Gina Negrete, Direct Marketing

Direct Marketing Plan

SITUATION

Mercy Medical Center was founded by the Sisters of Mercy in 1893. Mercy has dedicated their services to providing a healthier community and educating the public on wellness. Approximately 62% of women over the age of 40 had mammograms in the last year and mammography wants to improve that percent to above 70%. Mammograms are important in the early detection of breast diseases, including breast cancer. The earlier breast abnormalities are diagnosed, the better chances are for a full recovery. Mercy's Medical Imaging Department offers cutting-edge technology in diagnostic and preventative imaging including digital mammography. Mercy is the only mammogram provider in central Iowa to offer the Mammopad, a special foam pad that provides a softer mammogram. Our competition is other hospitals such as Broadlawns Medical Center, Iowa Methodist Medical Center, and Iowa Lutheran Hospital as well as a few clinics that provide mammograms such as The Iowa Clinic Women's Center, Iowa Radiology, Iowa Health Physicians, and Des Moines University Clinic. Many women do not have mammograms due to lack of insurance or lack of knowledge about mammograms. Mercy Mammography wants to educate women of the importance of mammograms and bring to women's attention that resources are out there to assist with fees. Mammography will work with the individuals to see if they qualify for assistance or make financial arrangements that will fit their financial situation. Our goal is to increase the number of patients by the end of the year. Mercy Mammography cares about the well-being of women and wants to be active in providing a peace of mind or providing an action plan for treatment if needed. Mercy is actively participating and responding to the unique and diverse needs of its patients. (Mercy website, 2008)

MARKET, COMPETITOR, CUSTOMER RESEARCH

In the market of mammography there are a few different locations to choose from within and around the Mammography Department at Mercy Medical Center in Des Moines that offer the same or similar services. There are other hospitals such as Broadlawns Medical Center, Iowa Methodist Medical Center, and Iowa Lutheran Hospital as well as a few clinics that provide mammograms such as The Iowa Clinic Women's Center, Iowa Radiology, Iowa Health Physicians, and Des Moines University Clinic. There is a large market in terms of customers of women forty years of age and older that have not had a mammogram due to fear or anxiety of results, lack of insurance, lack of education on mammograms, or lack of transportation. There are customers that may want to have a mammogram or are unaware of mammograms that with education and incentives will schedule a mammogram and continue with routine appointments. An appointment will enhance a woman's life by providing peace of mind knowing that there is no sign of breast disease or cancer or assisting with detection of breast disease or cancer and allow for a plan of action to take place for treatment.

Studies consistently show that low income, low educational attainment, lack of health insurance, inability to speak English, lack of awareness of breast cancer risks and screening methods, acculturation level and lack of physician referral play important roles in the lower rates of screening utilization by Hispanic and African-American women. Hispanic women have lower breast cancer rates but are 20% more likely to die from the disease because they are less likely to seek health care services than other ethnic groups. Breast cancer is the most common cancer among African-American women and they are more likely to be diagnosed with larger tumors and more advanced stages of breast cancer due to delay in seeking health care services. (American Cancer Society website, 2008)

Tumors found at a later, more advanced, stage have fewer treatment options. Some reasons for this may include not being able to get health care or not following up after getting abnormal test results. Other reasons may include distrust of the health care system, the belief that mammograms are not needed, or not having insurance. Lack of not speaking English and cultural beliefs also play a big part in non-English speaking minorities not seeking mammograms. (U.S. Department of Health and Human Services website, 2008)