Wellness / Prevention Evaluate Existing

¶ … Wellness / Prevention

Evaluate Existing Wellness and Prevention

Over the last several years, the obesity rate in America has been rising sharply. Recent evidence of this can be seen by looking at the total number of adults who are obese. This is where the individual has a body mass index of 30 or higher. In 2010, the number of people considered to be obese was 30% of the adult population in the United States. This is a 100% increase in just 30 years. Out of this number, the amount of adults that were considered to be overweight is 68%. (Belluck, 2010) This is problematic, because it shows how all health care organizations must engage in activities that will promote wellness and prevention. To achieve this objective, means that some kind of effective marketing strategy must be implemented to help improve these programs. In the case, of Massachusetts General, they have been engaging in certain activities to promote wellness and prevention. However, to fully understand if their current efforts are working and how marketing effort can be improved requires: examining the marketing strategy of the organization along with how they can improve these programs. Together, these different elements will provide the greatest insights, surrounding the effectiveness of this program and how it can be expanded at the hospital.

Assess the marketing strategy of Massachusetts General with respect to wellness and prevention. What are the limitations to the current approach?

Since the late 1990's, Massachusetts General has been focused on improving the overall amounts of health and wellness programs that they are offering. Part of the reason for this, is because the hospital realized that they were facing an increasing number of patients, who were suffering from preventable diseases (such as: diabetes and hypertension). As a result, they began to offer programs that could help to support patients in embracing various lifestyle changes. Since that time, a number of different programs have been introduced at the hospital the most notable include: the creation of the Benson Henry Institute for Mind Body Medicine, the establishment of the Department of Nutrition & Food Services and the creation of the Patient & Family Advisory Council. These different departments and committees, provide guidance to patients about how to they can improve their diet through lifestyle changes. This involves: teaching them about mind / body awareness, providing dietary nutrition and helping to promote more active lifestyles. These elements are important, because they are showing how the hospital has taken steps to improve treatment options through various programs to: help educate and inform patients about how to live a healthy lifestyle. ("Benson Henry Institute for Mind Body Medicine," 2008) ("Patient and Family Advisory Councils," 2010) ("Benson Henry Institute for Mind Body Medicine," 2010) Yet, beneath the surface, it is clear that there are limitations to the program. The most notable is that there are no programs that can encourage patients to constantly remain focused on health and wellness. Where, they provide everyone with information about how they can improve their diet and stay active, but do not have any kind of exercise or dietary classes that meet on a regular basis (to achieve this objective). This is problematic, because it is not motivating patients enough to make changes to their lifestyle.

Describe how you would improve the wellness and prevention marketing program.

To improve the health and wellness program at the hospital requires, increasing coordination within the community. Where, you are focused on offering the public alternative lifestyle choices. One way that this can be accomplished is working with: schools, senior citizens organizations and non-profits to support a host of initiatives that will promote healthy lifestyle choices. For example, Massachusetts General could promote various events that can encourage everyone to engage in physical activity. This could be accomplished through having the hospital work with: various professional and amateur athletes to help support these programs. Where, they could sponsor a host of events (such as: walk a thons) to encourage everyone to remain active. To market this program, the hospital could have a series of public service announcements with: various athletes and celebrities to show the underlying benefits. This would be accomplished through: the traditional advertising mediums (i.e. billboards / TV) and online. Over the course of time, these kinds of consistent efforts would help to: encourage and create changes individual lifestyle changes.

Clearly, Massachusetts General has taken a number of different steps to help address various wellness and prevention issues. Where, they have been focused on educating patients, about how to make these kinds of lasting changes. This is accomplished through an emphasis on various administrative programs / committees to address these underlying challenges to include: the Benson Henry Institute for Mind Body Medicine, the Department of Nutrition & Food Services and the Patient & Family Advisory Council. This is important, because it highlighting how the hospital has taken steps to address the problem, by proving better information to: patients and ensuring that there are specific ways to address the underlying challenges.