There is ample information on the web about the Osher Center, however, and I invite you to search the various sites that pop up by simply using “osher vanderbilt” as a Google search term.
use this web https://www.vanderbilthealth.com/osher/
reviewing the information available to you via this search, you will immediately find that this is a set of services that represents what I believe most would call a major departure for a large metropolitan health system, especially in the deep South. I love the strategic marketing consideration of the Osher Center, because it represents much of what we will study going forward: breaking new ground with a product or service, how to best evaluate this “out of the box” departure from a marketing perspective, projecting obstacles and means to overcome them, etc.
Please use the following questions as guidelines (suggestions only…feel free to improvise and deviate depending on your findings) to strategically evaluate this component of Vanderbilt.
- What do you consider to be the likeliest strategic challenges facing the Osher Center?
- If you were appointed V.P. of marketing for the Osher Center, what do you think your first steps would be in evaluating the market?
- What 3rd party pay obstacles might you anticipate in providing this array of services?
- Assuming the answer to the above implies some 3rd party pay limitations vis-a-vis more “mainstream” health care services in the market, how might this impact your strategic marketing plan?
- How well, in your informed opinion, is this set of services positioned relative to the future manifestations of health care reform (the Affordable Care Act, and whatever modifications to it may be forthcoming) ?
Expert Solution Preview
The Osher Center at Vanderbilt is a unique service in the healthcare industry, offering a departure from traditional healthcare services. As a medical professor in charge of designing college assignments and evaluations for medical college students, I have analyzed the Osher Center’s strategic marketing practices. In this answer, I will discuss the answers to questions regarding the Osher Center’s potential strategic challenges, marketing evaluation steps, 3rd party pay obstacles, impact on strategic marketing plans, and positioning relative to healthcare reform.
1. What do you consider to be the likeliest strategic challenges facing the Osher Center?
The Osher Center’s likeliest strategic challenges are its departure from traditional healthcare services, which may hinder its ability to attract patients. Furthermore, the unique array of services offered by the Osher Center may lead to confusion amongst potential patients who may not understand how the services differ from typical healthcare services. Additionally, the Osher Center’s different approach to healthcare may force it to lean into the consumerism trend, which requires educating patients to understand the value of its services.
2. If you were appointed V.P. of marketing for the Osher Center, what do you think your first steps would be in evaluating the market?
As the VP of marketing for the Osher Center, my first steps in evaluating the market would be to understand the target audience by conducting consumer research to identify the preferences and needs of potential patients. The second step would be to create a marketing plan that differentiates the Osher Center’s services from traditional healthcare services, highlighting its uniqueness and value. The third step would be to build an advertising campaign that targets the identified audience and creates awareness of the Osher Center’s services.
3. What 3rd party pay obstacles might you anticipate in providing this array of services?
Third-party pay obstacles that may arise when providing the Osher Center’s array of services include limited insurance coverage, reimbursement delays, and restrictions on coverage. Insurance coverage for certain services may be lacking, or patients’ insurance may not cover any services offered by the Osher Center, making it difficult for patients to access its services. Reimbursement delays and restrictions on coverage may also arise, making it challenging to access funds from private insurance companies and government-sponsored healthcare programs.
4. Assuming the answer to the above implies some 3rd party pay limitations vis-a-vis more “mainstream” healthcare services in the market, how might this impact your strategic marketing plan?
If there are limitations on 3rd party pay, the Osher Center’s strategic marketing plan may need to shift to include alternative payment methods that are still affordable for its target audience. The center may need to create payment plans and package pricing for its services to encourage patients to seek treatment at the Osher Center. The marketing plan may also emphasize the value consumers receive for money spent, stressing how patients can receive personalized healthcare services to better understand the value of those services.
5. How well, in your informed opinion, is this set of services positioned relative to the future manifestations of healthcare reform (the Affordable Care Act, and whatever modifications to it may be forthcoming)?
The Osher Center’s services are strategically positioned relative to future healthcare reform, given the shift towards more personalized healthcare services. The Affordable Care Act (ACA) mandates that insurance companies provide preventive care services and encourages providers to offer more holistic, patient-centered care. The Osher Center’s services align with these mandates by offering a unique array of patient-centered services to improve patient outcomes. The Osher Center’s personalized healthcare services have the potential to positively impact healthcare reform by improving overall healthcare quality and patient outcomes.