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Healthcare Systems II- Johns Hopkins (JH) Hospital

Analysis of healthcare systems at Johns Hopkins Hospital.

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    Healthcare Systems II - Johns Hopkins (JH) Hospital [STUDENT NAME] [INSITITUTION] [COURSE NAME] [DATE] Analyze the competitive environment and strategic marketing recommendations for Johns Hopkins Hospital (JH) in the field of neurology. How can JH Hospital effectively use the marketing mix (7P’s) to differentiate itself from competitors and attract more neurologi cal patients? Please include at least three strategic marketing recommendations and a discussion of the pricing strategy for one of their services. (Word count: 1,500 - 1,800)

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    Introduction John Hopkins (JH) Hospital needs to incorporate business like functions into its healthcare provision structure to ensure that it becomes a number one recommended hospital in the country, especially for neurological disease, illnesses, and disorders. For this purpose JH Hospital will have to develop a uniqueness of itself to separate it from the competing healthcare providers. For this reason marketing tools such as the marketing mix, marketing strategies, and integration of business processes are esse ntia l in making JH Hospital the best. Determine the key characteristics of the users of the products and/or services of the health care provider you selected. John Hopkins Hospital is looking to mainly cater to the Baltimore and greater Maryland area in the first phase hen expanding to reach out to neurological patients in other states of the country. The main patient target for the current healthcare marketing campaign is patients with neurological disorders. Neurological patients vary greatly in characteristics as the development of these traits depends on the illness that has befallen them. Therefore, patient characteristics do not follow recognized pattern tr end (Kurtz et al , 2011) . General patient care or a general ICU is not adequate enough to care for patients of neurological illnesses and disorders. Neurology in itself is a complicated subject as neurological patients will often pose considerable challenges in diagnosis and manag ement. This requires a great deal of reading and research. According to the American Academy of Neurology (n. d.) , stroke is ranked as the third leading cause of death in the United States while Alzheimer’s is ranked as the sixth le ading cause of death. These two illnesses make up the majority of patients that are in need of treatment in established

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