What is your general opinion on current health care marketing techniques and trends? Marketing in long-term care settings is a growing trend according to recent studies. Uncompetitive markets were not a need for nursing homes to develop marketing strategies, bed availability, and restrictions in reimbursement before the last decade. Marketing chiefs were hired for the first time around 1994 because of an increase in nursing homes staff assigned to activities for marketing.
At the same time, attendance at marketing seminars broadened, and staff doubled in many nursing home chains. Success for nursing homes has little evidence in terms of implementation marketing strategies or the success of a broadened marketing staff. Early adoption of marketing by health care organizations built on studies of past research, which determines the development of today nursing homes, market planning promotional practices, and communications of marketing functions.
In the long-term sector marketing is increasing, which is a vital business function that is widely recognized. General marketing functions are a base for nursing homes with minimal research on marketing practices. Do you feel the current health care marketing techniques are affecting consumer trends? If so, how? Collective focus will be shifted by marketers, which will pose a challenge as a direct result of possible universal health coverage, and health savings account that is propelled by consumer driven health plans.
Health coverage will not be determined by hospital choice because of the consumer being armed with valuable information such as pricing information, and quality data. This will present hospitals with a new consumer. New audience is prevalent in the planning services that give hospital marketers an opportunity to learn from trends and behavior of the consumer. Eighty percent of all spending account for household purchases in the United States. In addition, women purchase and plan 89% of vacations, kitchen appliances at 88%, home furnishing at 94%, and health care choices at 80%.
This is something marketers should already know. Maternity care was forever changed when women led the revolution. Large and private rooms were requested to accommodate families from the baby boomer years to care for child and mother by staff when they came to deliver the baby. Health care and providers should have implemented and integrated this kind of thinking by now. Figuring out what consumers want is not being published by health care researchers. Ongoing consumer surveys should include questions from marketers sidebars.
Focus groups should not be the only concern, qualitative research should also be conducted with neighbors, daughters and mothers of patients, current and former patients, ask what is working and not in the health care delivery system, but be careful because they will want people to listen, and take action. Applying thinking to health care is looked at by management and trend watchers. Do you see any positive or negative impacts on health care workers due to current marketing techniques and trends?
Trend analysis experts have been baffled in terms of staffing shortages that have become health care employment trends. This has been for many reasons such as survey measurements, sampling errors, re-evaluation of job choice, new business in healthcare, healthcare applications with increase and decrease in populace. Suitable outcome measures should be implemented to negate negativity on staffing shortages. Positive solutions are more involvement from health care organizations for successful recruitment, along with techniques to strengthen employment. Problems will persist without the help from organizations.
For example, higher patient episodes of care, adverse patient outcomes, problematic nurse to patient ratio and higher mortality rates. Reoccurring and irregular shortages are often in health care staffing. Coming back with more force are an influx of chronic diseases and disease processes. Health care facilities have seen shifts in continuum care. Staffing is a problem, which is primary with staff and nurses. Nurses need to be kept in the profession. Because of long hours, increase in demand, mistake by nurses, and monetary inefficiency, the outcome needs to be meaningful and encouraging.
Declining morale, few incentives, quality concerns, stressful work environment, increase in overtime, unstable workforce, increased patient load, lack of collaboration, population, shorter length of stay, and aging patient population are all trends that influence shortage in staff. On the other hand, staffing shortages for nurses can be limited by higher wage rates, hiring bonuses, salary compression, continuing education for free, positive change in work environment, career opportunities, more contribution to health care, and effective recruitment.