Summa Health Marketing Plan

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In the past two years, Summa has experienced their strongest fiscal years of the decade. With big achievements comes more patients and additional facilities. Summa has established a $350 million facility plan within the next five years. Included in this plan is a new patient tower. On May 15, 2017 Summa broke ground on the 300,000-square-foot patient tower that will create a new main entrance to the Akron Campus. Within this tower, which is to be completed in the Spring of 2019, will be a beautiful addition to the Summa Health Women’s Institute Programs along with many other amenities.

2.1.4 Market Growth

After the Affordable Care Act was implemented in 2014, the demand for women’s healthcare was expected to drastically increase. Although the demand in women’s healthcare was not as great as originally anticipated, it is still expected to increase by six percent overall. Of that six percent, eighty-one percent will be OB/GYN services for women of reproductive age. With an increase of insured young women, it is crucial to gain this market and broaden the loyal customer base.

2.2 SWOT Analysis

The following SWOT Analysis captures the key strengths and weaknesses within the company and describe the opportunities and threats that Summa faces.

2.2.1 Strengths

- Consistently ranked one of the best healthcare providers in the country

- A leader in cancer care

- Expert emergency care

- Received Best Practice Awards for Women’s Health Safety and Quality

- SummaCare’s Medicare and Medicaid plan earns a 4 out of 5-star rating

- Multiple Campuses

- Highly skilled team of physicians

- New coming facilities

2.2.2 Weaknesses

- Limited geographic customer base

- Failed contract negotiations have caused turmoil

- Lost accreditation for emergency medicine residency program

2.2.3Oppurtunites

- Participation within a growing women’s healthcare industry

- Geographic expansion of customer base

2.2.4 Threats

- Losing accreditation for the emergency medicine residency program inhibits Summa from starting any new residency programs or increase the size of existing ones.

- Residents play an important role in staffing and with the emergency medicine residency program being on probation, residents in their first or second year of the three-year program must find a new hospital to finish their training leaving Summa with less staff.

- Difficulty gaining patients against OB/GYN offices

2.3 Competition

Summa Health is in an industry with an extremely competitive market. The market is so competitive that there is another hospital in Akron, Akron General. In addition, less than 40 minutes away is Cleveland Clinic, Aultman Hospital and Mercy Medical Hospital. There are also a vast number of Ob-gyn in Akron and the surrounding areas that provide healthcare for women.

2.4 Service Offering

Summa Health now offers an extensive amount of medical services:

- Summa Health offers a wide list of traditional medical services that include:

- Advanced Practice Providers

- Internal Medicine

- Primary Care/Family Practice

- Senior Health/Geriatrics

- Stroke/Neuroscience

- Women’s Health/OBGYN

- Sports Health

- General Surgery

- Mental Health/Behavioral

- Bone and Joint/Orthopedics

- Urology

- Cardiovascular

- Oncology

- Weight Loss Surgery/Bariatric

- In addition to the traditional medical services, Summa also offers specialized care that includes:

- Corporate Health/Occupational

- Medicine/Mobile Health Unit

- Teeth/Dental

- Skin/Dermatology

- Diabetes

- Digestive/Gastroenterology

- Emergency/Trauma/Urgent

- Glands/Endrocrinology

- Home Care/Summa at Home

- Hospice

- Interventional Radiology

- Terminal Care/Palliative

- Sleep Medicine

- Weight Loss Management

- Summa also offers a wide range of support services for those who may need it:

- Clinical Trials

- Nursing

- Pain Management

- Pastoral Care

- Pharmacy Services

- Respiratory Care/ Pulmonary

- Physical, Occupational and Speech Therapy

- Social Work and Transitional Care

- Summa Center at New Seasons

- Wound Care

- For preventative and diagnostic measures, Summa the following testing services:

- Cancer Screenings

- Diagnostic Imaging

- Imaging Services Directory

- Lab/Laboratory Services

2.5