Community can be defined as a social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage (Dictionary.com, 2015). The health care needs of a community are contingent upon age, gender, race, and social class. This paper will address the marketing strategy of a web-based resource, walk-in clinic, and a retail clinic within one community. Research will cover the audience in which the organizations wish to target, how they market to The target audience, the effectiveness, and what could be done differently to improve marketing strategies. The Health Resources and Services Administration Maternal and Child Health web page is dedicated to helping women improve the health and wellness of their communities. The wealth of information provided allows women to educate themselves on a variety of topics. The mission of the Bright Futures for Women’s Health and Wellness Initiative (BFWHW) is to plan, develop, implement, and evaluate a variety of culturally competent, evidence-based consumer, provider, and community tools for women across their lifespan.
Materials help women of all ages achieve better physical, emotional, social, and spiritual health by encouraging healthy practices (US Health Resources & Services Administration, 2015). By providing easily downloaded toolkits or an 800 number if internet is not available, BFWHW targets the female audience effectively. By choosing to target only women, the site narrows its market. To improve and broaden their market, the site might add information that target men to educate first time fathers, suggest helpful tips for helping around the house, and provide information or links to support groups for men and teenagers. Cigna Urgent Care is the community walk in clinic. The featured services provided include primary care and pediatrics. Specialty services include outpatient surgery, podiatry, neurology, pharmacy, Health for seniors, imagery, and vision centers (Cigna HealthCare of Arizona, 2015). The clinic provides care for every age, infants to seniors. Open to the public 365 days out of the year, and staff board certified doctors to treat a wide variety of conditions.
One Saturday a month, the clinic offers well check-up appointments for women only. Targeting all audiences, with a focus on women’s health for convenience. Cigna also targets senior health, providing health education classes. The website allows easy access to information and is user-friendly. The marketing strategy is effective with olive branches extended to all generations, easy access to information, and several locations. Individuals can now receive health care services while shopping for groceries. CVS introduced minute clinic over a decade ago and now have over 800 locations nationwide (CVSHealth, 1999-2014). Targeting audiences that have very little time to schedule an appointment with a primary care physician, the minute clinics offer walk-in services for a variety of health care needs. Staffed by nurse practitioners and physicians assistants that specialize in family health care (CVSHealth, 1999-2014).
The minute clinics accept most health insurance and offer flexible and affordable payment options to individuals with no health insurance or those who are underinsured (CVSHealth, 1999-2014). Practitioners diagnose, treat and write prescriptions for common family illnesses such as strep throat, bladder infections, pink eye, and infections of the ears, nose, and throat (CVSHealth, 1999-2014). Provide common vaccinations for flu, pneumonia, pertussis and hepatitis. (CVSHealth, 1999-2014). Treat minor wounds, abrasions, joint sprains, and skin conditions such as poison ivy, ringworm, lice, and acne. Provide a broad range of wellness services including TB testing, sports and camp physicals, and lifestyle programs such as smoking cessation and a medically based weight loss programs (CVSHealth, 1999-2014).
Offer routine lab tests, instant results and education for those with diabetes, high cholesterol or high blood pressure (CVSHealth, 1999-2014). Provide care for adults and children 18 months and older for most services and share records with primary care provider with patient permission (CVSHealth, 1999-2014). The website offers a price list for all services provided, as well as educational information for a variety of health care issues. Being the official sports physical provider of Pop Warner Football, and official retail medical clinic of USA Football (CVSHealth, 1999-2014). is an effective marketing strategy to target sports organizations in the community. The CVS minute clinic is successful in reaching all target audiences. The three health care organizations researched used effective marketing strategies to reach the target audience. Without research and effective marketing, an organization will set itself for failure. Targeting the desirable audience is the key to successful community clinics.
Cigna HealthCare of Arizona. (2015). Cigna Medical Group. Retrieved from http://www.cigna.com
Communities. (n.d.). Dictionary.com Unabridged. Retrieved January 30, 2015, from Dictionary.com website: http://dictionary.reference.com/browse/communities
CVS.com. (1999-2014). Retrieved from http://www.cvs.com/minuteclinic/services
CVSHealth. (1999-2014). Minute Clinic. Retrieved from http://www.cvs.com
For Kids To Do. (2015). Retrieved from http://forkidstodo.net
US Health Resources & Services Administration. (2015). HRSA. Retrieved from http://mchb.hrsa.gov/womenshealth/resources