Sebastian River Medical Center: A Case Study

The Statement of Purpose and Objectives

The purpose of this Project is to determine the optimal marketing strategy to increase the market share and the revenue generation of the Cardiac Diagnostic Procedures Program operated by the Cardiopulmonary Care Department of the SRMC. A restriction on the marketing strategy developed for the Cardiac Diagnostic Procedures Program is that is that the strategy cannot include an open heart surgery program. The Cardiopulmonary Care Department of the SRMC does not offer open heart surgery, and the SRMC does not have state authorization to offer such services (Sebastian River Medical Center, 2005b).

The strategy developed for the Cardiac Diagnostic Procedures Program must be compatible with the services for which the SRMC is accredited by the Joint Commission on Accreditation of Healthcare Organizations (JCAHO). The accredited cardiac diagnostic procedures for the SRMC are as follows: Transesophageal Echocardiography (TEE), Electrocardiogram, Holter Monitoring, Stress Test, Echocardiogram, and Nuclear Scan (Sebastian River Medical Center, 2005a).

The marketing strategy for the Cardiac Diagnostic Procedures Program operated by the Cardiopulm

. . .
ment committee that coordinates effective operational leadership for the SRMC, as well as providing advice and recommendations to the institutional Board of Trustees. Within divisional-level components of the SRMC organization, the division administrator and the leaders of each department and functional service area constitute a leadership committee for the divisional organization. The History and Background of the Problem The development of the situation that creates the need for the Cardiac Diagnostic Procedures Program operated by the Cardiopulmonary Care Department of the Sebastian River Medical Center occurred within the context of the reform of the health care system in the United States that occurred primarily in the decade of the 1990s. During that period, the managed care concept emerged as the dominant paradigm for the delivery of health care. The managed care concept, together with governmental initiatives to control health care costs, in turn, led to the implementation of dramatic changes in reimbursement policies applicable to health care providers. The combined effects of these developments created a health care delivery environment wherein health care delivery institutions such as the Sebastian River Medical C
. . .

Some common words found in the essay are:
Medical Center, Pollard Gross, Kajander Samuels, Sebastian River, Health Care, Procedures Program, Department SRMC, Costello Murphy, CEO SRMC, health care, United Nevertheless, medical center, river medical, sebastian river, river medical center, sebastian river medical, diagnostic procedures, managed care, cardiac diagnostic procedures, procedures program, cardiac diagnostic, knowledge management, diagnostic procedures program, care department, cardiopulmonary care department,
Approximate Word count = 3228
Approximate Pages = 13 (250 words per page)