In this assignment this researcher will create and open a new specialty health care business. This clinic will include physicians who specialize in the following areas: dermatology, gynecology, heart disease, respiratory disease, surgery, and gastroenterology. This researcher will respond to the following questions: •Determine whether you would incorporate and state the advantages and disadvantages of doing so. •Determine the feasibility of a profit or nonprofit organizational status for this facility. •Create a contract structure, including four (4) necessary clauses, for inclusion for medical staff for this facility. •Outline a plan to hire or appoint specialists for the clinic. •Justify the decision to accept Medicare or Medicaid as potential pay sources for this
This researcher will be able to describe the types of contracts and torts and how they apply to health care and differentiate among the ways that health care institutions can be organized and managed. This researcher will use technology and information resources to research issues in health care policy, law, and ethics.
Determine whether you would incorporate and state the advantages and disadvantages of doing so.
According to Pubmed Health Home(2012), “Cancer is defined as the uncontrolled growth of abnormal cells in the body. Cancer appears to occur when the growth of cells in the body is out of control and cells divide too quickly. Cancer is an abnormal growth of cells. Cancer cells rapidly reproduce despite restriction of space, nutrients shared by other cells, or signals sent from the body to stop reproduction. Cancer cells are often shaped differently from healthy cells, they do not function properly, and they can spread to many areas of the body. Tumors, abnormal growth of tissue, are clusters of cells that are capable of growing and dividing uncontrollably; their growth is not regulated. Oncology is the study of cancer and tumors. The term “cancer” is used when a tumor is malignant, which is to say it has the potential to cause harm, including death. Cancer comes in many forms, it can develop on organ or tissue in the body, such as breast, prostate, ovaries, skin, stomach, lungs, throat, etc.
According to (HTTP://cancer.stanford.edu/information/overview)The following risk factors and mechanisms have been proposed as contributing to the development of cancer: •lifestyle factors
Lifestyle and environmental factors such as smoking, high-fat diet, exposure to ultraviolet (UV radiation from the sun), or exposure to chemicals (cancer-causing substances) in the work place over long periods of time may be risk factors for some adult cancers. Most children with cancer, however, are too young to have been exposed to these lifestyle factors for any extended time.
Family history, inheritance, and genetics may play an important role in some adult and childhood cancers. It is possible for cancer of varying forms to be present more than once in a family. Some gene alterations are inherited. However, this does not necessary mean that the person will develop cancer. It indicates that the chance of developing cancer increases. It is unknown in these circumstances if the disease is caused by a genetic mutation, other factors, or simply coincidence.
Exposures to certain viruses, such as the human papillomavirus (HPV) and human immunodeficiency virus (HIV; the virus that causes acquired immune deficiency, or AIDS), have been linked to an increased risk of developing certain types of cancers. Possibly, the virus alters a cell in some way. That cell then reproduces an altered cell and, eventually, these alterations become a cancer cell that reproduces more cancer cells. Cancer is not contagious and a person cannot contract cancer from another person who has the disease.
Environmental exposures such as pesticides, fertilizers, and power lines have been researched for a direct link to childhood cancers. There has been evidence of cancer occurring among non-related children in certain neighborhoods and/or cities. Whether prenatal or infant exposure to these agents causes cancer, or whether it is a coincidence, is unknown.
Colon and lung cancer are the two most common forms of cancer that occur in both male and female. Cancer is detected by performing a biopsy and is treated based on the stage and type of cancer that is detected”. According to North Carolina State Center for Health Statistics (2012), Cancer has 846 new cases of a variety of cancers between both men and women as well as 312 projected deaths. Cancer is As the Vice President of Marketing implementing a specialization in cancer could possibly reduce the death rate and increase profit margin for the hospital. Indicate what level of intensity would promote this transition effectively, keeping in mind those physicians, employees, and consumers who will be affected by the change. Provide support for your answer. Prior to forming a channel, the provider of the product or service must first decide how intensive the distribution should be( Berkowitz 2011). The intensity with which a product is distributed that determines how available the product is to the ultimate consumer is known as channel intensity(Berkowitz 2011). There are three common forms of distribution intensity these include intensive, selective, and exclusive.
In this case the level of intensity that would be used is exclusive. According to the text, “The product being offered in a highly restricted number of outlets”(Berkowitz 2011). This form of intensity may or may not affect a physician. Exclusive intensity can effect a physicians work schedule as well as cause the need to hire a new physician who specializes in cancer. The decision will also affect the consumers, location of the facility as well as making it affordable for the consumers. These things will all play a leading role in the effects of the organizations new specialization. This form of distribution may also present an increase in new patient enrollment resulting in a increase in revenue. Patients visits as well as new patient enrollment can decrease. As the Vice President of Marketing, this form of distribution would be beneficial due to a lack of organizations that offer cancer treatment as a specialty. Offering competitive prices for treatments may also be beneficial. Employees will have the option to relocate to new offices however , relocating would not be mandatory. Specializing in cancer treatment may increase revenue as well as employee wages. New technology training will be provided for all employees . This would increase the employees knowledge of cancer as well as the use of technology with cancer. The internal communication / promotion to employees.
According to the text Personal selling is defined as “Any paid, personal presentation of goods, services and ideas”. Personal selling is the second major tool of the promotional mix. This would be utilized as a promotional strategy. Personal selling allows direct feedback from the receiver and controls who receives the message (Berkowitz 2011). This would be beneficial to notify the employees of the process being taken place and will allow them the opportunity to offer feedback. The external communication / promotion to the community
According to the text advertisement is defined as any directly paid form of non-personal presentation of goods, services, and ideas (Berkowitz 2011). Utilziizng expressway billboards and radio stations is a great way to promote to the community. Publicity may also be another form of advertisement for a promotional strategy for the community. As stated in the text publicity is an indirectly paid form of presentation of goods, ideas, or services ( Berkowitz 2011). This could also assist with reaching the public by using the local media.
The external communication / promotion of potential and future patients.
This researcher believes that Advertising should be utilized to promote product to potential and future patients as well. Information on potential and future patients should be obtained prior to conducting this form of promotion to identify the target marketers. This will assist with what forms of advertisement should be used such as radio, billboards, ads on local websites, or maybe even informing current patients (word of mouth).
In conclusion this researcher believes Cancer treatment should be specialized in all hospitals. Cancer is being diagnosed among the young/old and male/female and does not discriminate. This would be beneficial for both consumers as well as the organization. This learner also believes that offering this specialization at an exclusive intensity level will help increase profits for the organization which may possibly result in offering this service at an intensive distribution level.
Berkowitz, Eric. (2011). Essentials of Healthcare marketing (3rd ed.) Sudbury, Massachusetts:Jones and Bartlett Learning, LLC
North Carolina State Center for Health Statistics. (2012). North Carolina Cancer projections-2012. Retrieved from: http://www.schs.state.nc.us/schs/CCR/projections.html
Retrieved from: Stanford Clinical Cancer Center. (2012). Cancer Overview. Retrieved from: http://cancer.stanford.edu/information/cancerOverview.html