Strategy and Healthcare Marketing Mission Vision and Value Statements

Strategy and Healthcare Marketing

1. University Hospital: The Rockefeller University Hospital

The mission of the hospital has been identified as the promotion of human health as well as the enhancement of the quality of life via not only the conduction of research (clinical), but also the provision of patient care that could be deemed relevant and beneficial in a setting that makes it possible for learning, medical practice as well as science to blend in a seamless manner so as to advance the agenda of health promotion and disease prevention (The Rockefeller University Hospital, 2021). Although the university hospital does not have a clearly stated vision and value statement, it does identify its overall insight as the conduction of research that further projects the understanding as well as knowledge of medicine. Captured within the statements is a clear intention of management to promote human health and wellbeing via the establishment of a conducive organizational culture that supports the advancement of learning and medical practice. From a marketing perspective, commitment towards delivering the relevant ‘offerings’ is stated, from the perspective of health promotion and disease prevention. This is in line with the biblical direction that we take deliberate measures to promote our health and wellbeing. In 1 Timothy 5:23, Paul appears to be encouraging Timothy to be proactive in matters of physical health and wellbeing: “no longer drink only water, but use a little wine for the sake of your stomach and your frequent ailments.”

2. Hospital Healthcare System: HCA Healthcare

The mission of the healthcare system has simply been captured as the care for, and improvement of, human life (HCA Healthcare, 2021). HCA Healthcare also has a total of 4 value statements. The first value statement has been captured as the recognition and affirmation of each person’s intrinsic worth and uniqueness. The second value is the deployment of kindness and compassion in the treatment of all those served. The third value is the treatment of all partners and stakeholders with dignity, respect as well as loyalty. Lastly, the fourth value is the conduction of all the system’s business with fairness, integrity, and honesty. The mission and value statements are an affirmation of managerial commitment to ensure that the interests of all stakeholders are met and taken care of. This is more so the case given that organizational commitment towards all partners and stakeholders has been clearly identified in the context of organizational values, while the mission of the healthcare system captures its commitment towards patient improvement and wellbeing. This is an agenda that pushes the need and relevance of service to all humankind – which is a concept that has also been restated in the bible. For instance, in 1 Peter 4:10, everybody is called upon to use his knowledge and prowess to serve all humankind. This is exactly what the identified healthcare system does.

3. Not-For-Profit Community Hospital: New York Community Hospital

This particular hospital has a rather elaborate mission statement. In addition to committing to ensure that the community gains access to quality care rooted in dignity and compassion, the hospital also restates its commitment to excellence, leadership, as well as patients (New York Community Hospital, 2021). On the other hand, when it comes to the vision statement, the community hospital sees itself “as a center for excellence in Cardiac, Pulmonary, Ophthalmology, and Orthopedic Medicine focusing on individualized attention and care” (New York Community Hospital, 2021). When it comes to the value statement, the New York Community Hospital commits to ensuring that patients are treated with dignity and respect, that its medical staff members relate well, that it offers a friendly environment, and that it has in place a team committed to the pursuit of the hospital’s mission. The hospital has a well-captured marketing concept, which happens to be one of the key concepts in the realm of marketing. The marketing concept, in basic terms, is rooted “on increasing a company’s ability to compete and achieve maximum profits by marketing the ways in which it offers better value to customers than its competitors” (Kotler, Armstrong, Harris and He, 2019). In the present scenario, the hospital has used its mission and value statements to project its commitment to excellence in a number of areas including Orthopedic, Ophthalmology, Pulmonary, and Cardiac medicine. The bible is supportive of division of labor, as has been affirmed in Romans 12: 6-7: “having gifts that differ according to the grace given to us, let us use them: if prophecy, in proportion to our faith; if service, in our serving; the one who teaches, in his teaching.”

4. Ambulatory Care Center: NYU Langone Ambulatory Care Center

According to the center, its mission embraces a trifold approach. This is to say that it endeavors to serve, teach as well as discover (NYU Langone Ambulatory Care Center, 2021). As it further points out, this it achieves via the deliberate integration of an academic culture that is largely rooted in research, education, and patient care excellence. This particular ambulatory care center does not have a clearly identifiable vision and value statement. From a marketing perspective, the ‘offerings’ are well communicated in the mission statement, and the commitment towards delivering the relevant ‘offerings’ highlighted therein. Service, which happens to be one of components of the mission, is captured in numerous instances in the bible. A good example would be Jesus washing the feet of his disciples. In John 13: 14-17, Jesus observes: “if I then, your Lord and Teacher, have washed your feet, you also ought to wash one another\'s feet.”