Nov 26, 2020 in Medicine
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Long Term Care and Rehabilitation

Kennedy Health Care Center

Kennedy Health, formerly called John F. Kennedy Memorial Hospital, is an incorporated healthcare delivery system that offers a full range of healthcare services. The services range from acute care hospitals to a spectrum of outpatient and recovery programs. As a multi-site healthcare provider, Kennedy Health Center serves the residents of Camden, Burlington, and Gloucester counties in New York (KHC, 2015). The health care operates as a complex institution as Kennedy Hospital University with three hospital campuses in Southern New Jersey, namely, Cherry Hill, Stratford, and Washington Township. The facility hopes to achieve the provision of comprehensive quality healthcare in an academic setting, where the environment is serene and is serving the community with pride. The vision of the institution is to revolutionize and transform the healthcare experience for patients and their families through a culture of caring, quality, and innovation (KHC, 2015).

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Services Offered and the Characteristics of the Users

The facility prides itself on offering outstanding medical services to residents of the patient community in inpatient and outpatient facilities at the three aforementioned hospital campuses. The service, therefore, offered a range from Women's & children's services to VITAS Hospice Care. The institution has a dedicated outpatient and specialty wing, giving a specialized range of programs and services to its patients at satellite stations that are convenient to patients through Southern New Jersey, Stellar Cancer Center, and outpatient dialysis centers. These stations offer a full package of services outside the traditional hospital environment (KHC, 2015).

Other specialized services that the patients benefit from include Bariatric surgery (a weight management operation is done to manage obesity and enable the patient to take control of their weight. It is offered accompanied by weight loss surgery options, in-person support, online support, and top-notch surgeons under the auspices of The Kennedy Center for surgical weight loss, robotic surgery. According to the hospital website, robotic surgery is ideal for delicate urologic procedures. It is less invasive, minimizing the pain and risk associated with large incisions that are common with traditional surgical procedures. It also offers STAT medical transport which is a service dedicated to its patients who can place an online request for emergency and non-emergency medical needs and conditions.

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The Kennedy Neuroscience Center provides services to patients requiring neurovascular intervention. It allows the patients to be treated with either minimally invasive interventional procedures or open surgery in one room, hence resulting in a safer environment for recuperation. It has since allowed the medics to work quite expeditiously. The balance center helps troubleshoot balance problems for patients. In this regard, the Kennedy Health Center carries out several tests. First is nystagmography, which determines the patient's ability to follow visual objects with their eyes. The tests check to note how the patient's eye responds to some types of information from the vestibular (balance) system. Second is ocular motility, which tests involving patients, follows with their eye objects, jumping from place to place or move smoothly. Defects are noted by the slowness or inaccurate visibility.

The third is optokinetic nystagmus, which is a test requiring patients to view a large, continuously moving visual image to see if their eyes appropriately track the movements. Forth is the caloric test, involving stimulating both the inner ears of patients with warm then cold air (KHC, 2015). The eye movement is monitored to ensure that both of their ears since this stimulation, among other tests. The hospital also offers diabetes treatment and management services in an entirely fledge diabetes health center, providing outpatient training in diabetes care and self-management to patients using an experienced and highly trained medical staff. The management of the diabetic condition is given full attention here with an accompaniment of whole regiment lifestyle change, inculcated into the patient for a period before the administration of drugs.

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The curriculum is tailored towards adult learners, including interactive activities and practical information. Behavioral health services given by the hospital are of high quality with a team of compassionate and supportive behavioral health programs for people with various backgrounds and ages. The department, located in South Jersey, in collaboration with Rowan-University, dispenses state-of-the-art psychiatric treatment, nursing care, psychotherapy, and social services. The team handling such cases takes a multidisciplinary approach in addressing conditions, such as depression, anxiety, panic disorder, and mood disorder. Other conditions they address are bipolar disorder, difficulty coping, relationship issues, school problems, or drug and alcohol abuse across all age, race, and ethnic orientations.

As a rehabilitation facility, the institution equips its clients with adaptive and coping skills, increasing their level of functioning and meeting their personal needs. The services in this category include intensive inpatient, outpatients, and partial hospitalization programs. The hospital is also accredited by the College of American Pathologists (CAP) to offer laboratory services complete with blood banks, approved by the American Association of Blood Banks (AABB). The lab services include a package of comprehensive diagnostic testing for inpatients and outpatients at the three satellite stations named above. The services in this regard are offered by a team of specialists, such as medical technologists, phlebotomists, and technicians. These whole ranges of services give the hospital a competitive edge over and above other health care providers of its stature.

Competitive Strategies and Marketing Mix of the Hospital and Other Service Providers

Just like the Kennedy Health Center, health care providers operate in markets that are oligopolistic in nature. The salient feature of such markets gives the competitive clouts and institutions capitalize on such for marketing. These traits include administration of prices, product differentiation, and rivalries behaviors (Lipsey et al., 2004). However, the competition and commercialization strategies are operation environment-specific and cannot be generalized in all cases. The Kennedy Center employs the cost leadership strategy, where it sets a price that many in the industry would follow. Another method it applies is offering world-class services and customer care with a compassionate touch. Also, the hospital employs product diversification. It establishes partnerships with premier institutions of higher learning, such as the ROWA University, thereby diversifying its services (Lipsey et al. 2004).

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As expounded above, the services and products at the Kennedy Hospital, and indeed much long-term care and rehab centers, are wide range, meeting virtually every need of patients who pays a visit. The strategy is used to attract more customers, project the image as a premier healthcare provider, and attract the best-qualified pool of physicians, as well as to increased income and profit margin. The product diversification strategy also helps it in reducing risk from offering limited product lines. New products are usually adopted and marketed when technology and innovation create new acute care specialties like CT scans. There are also new programs in the teaching department that are funded to provide incentives for hospitals to treat specific illnesses (KHC, 2015). The provision of specialized services is also a strategy for upping the competition game and at the same time boosting marketing.

The Kennedy Hospital zeros in on certain specialized service that is only peculiar to it. An example is the diabetic management regiment among other services (KHC, 2015). The strategy gives it, and other healthcare providers employing this strategy, a profitable niche. A specialized service plan is both lucrative and relatively easier to supply. It also employs the use of more customer-oriented strategies, aimed at increasing public interest in the hospital projecting its image and name, rather than its physicians (Porter, 2010). These include a more active online presence through its website and social media. The hospital is also committed to advertising its products rather than its staff, greater use of public-oriented promotional activities, such as billboards, and constant touch with its customers through continued mailing. Other strategies include offering a more personalized service for valued patients to enhance the personal touch and finally accepting health insurance cards.

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Long-term care services and rehabilitation are indeed fundamental to the provision of both inpatient and outpatient Medicare. The Kennedy Health Center provides a broad range of such services, some of them are mainstream medicine based and others are training based. The health institution engages certain marketing strategies that have helped it to remain competitive and attractive to customers. From the literature, I would recommend the incorporation of a formulation of cost-effective-reduction strategies, so that its pricing is to use against it.

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