The case study under consideration introduces SouthCoast Institute as a rehabilitation hospital with its main intention to promote some improvements and innovations. An implementation of an aquatherapy program is the idea offered. The company expects that the chosen program can make physical therapy available for a wide range of people (Thomas, 2003). The description of the marketing planning process shows that the organization has already identified the main steps: the creation of an aquatherapy program within the next six months, search for the specialists, who can implement the program, the choice of the professional, who may build a pool in a hospital, and the integration of the services crucial for the program.
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The strong aspects of the aquatherapy program are: a decision to differentiate from other rehabilitation service providers, improve weak outpatient programs, and attract more patients to the hospital rehabilitation services. In addition, the medical staff is interested in this idea as they can also use the pool as a part of the workers’ fitness program. The weakness of the process is the necessity to search for the experts in the sphere of aquatherapy and the construction of pools within the buildings. A majority of the hospital workers admits that they know a little about this kind of therapy. Additional financial costs should be considered as well as the staff expansion (maybe, at the expense of the current workers).
In general, the aquatherapy program introduced in the case study is a unique chance to prove that SouthCoast Institute hospital is ready to take new steps and refresh its current policy. It is always necessary to improve the existing services and think about the needs of patients. The company shows that they are able to attract more patients by means of evaluating the demands of the technological progress and developments within the environment.
Thomas, R.K. (2003). Health services planning. New York, NY: Springer Science & Business Media. Web.