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Our Marketing Strategy ....
Resurgence Health Group's marketing plan focuses on its three major customers-its physicians,
patients, and business and industry.
Physicians
In terms of physicians, Resurgence Health Group endeavors to:
(1) Support existing physicians and their practices.
(2) Identify physician needs and aggressively recruit to fill any manpower void.
(3) Operate high-quality hospitals, offering technology, equipment and facilities that are modern and well maintained.
(4) Hire, retain and reward competent health care professionals who provide high-quality patient care services.
(5) Anticipate and respond to physician needs and demands as quickly and responsibly as possible.
(6) Involve physicians in major decisions affecting their practices, patients and hospital as much as possible.
(7) Maintain open communication channels.
(8) Support physician efforts to provide the appropriate type and level of care to their patients.
(9) Work with the medical staff to develop appropriate referral channels, including referral back to the referring physician.
(10) Provide an administrator and local management team that understand, are committed to, and successfully implement
Resurgence Health Group's philosophy of service to its physician customers.
Patients
Patients are major customers of Resurgence Health Group. Resurgence Health Group believes it has a
responsibility to meet the total health care needs of the communities it serves, not just the acute care
needs of inpatients. Resurgence Health Group's strategy, directed to patients, is to work with its medical
staff to provide 70 to 80% of the primary and secondary care needs of community residents.
To meet this goal, Resurgence Health Group:
(1) Provides patient services that recognize the uniqueness of the individual and his needs.
(2) Offers services such as community education and preventive health services to market-area residents.
(3) Provides high-quality acute and ambulatory care services that are needed and wanted by market-area residents.
(4) Organizes a referral program with members of the hospitals' medical staff to ensure access to appropriate and quality
referral physicians and hospitals.
(5) Serves as a catalyst to work with market-area health and health-related agencies providing a wide variety of
services to ensure patient access to a continuum of services that are appropriate to meet patient needs.
(6) Provides amenities that are comfortable, satisfying and meet patient needs.
(7) Conducts regular community attitude surveys to assess resident's perceptions regarding their health care needs and preferences.
(8) Trains employees to understand and affect Resurgence Health Group's philosophy of patient service.
Business and Industry
Business and industry is emerging as the pivotal customer of the health care industry because of its role as
the second largest payor of health care services, the payor most aware of and sensitive to the local market-area,
and the last payor on whom health care costs are being shifted. To serve this vital customer, Resurgence Health Group's
provides high-quality health care services to business and industry and its employees, while being
sensitive to their concerns with high costs. Through its local hospitals, Resurgence Health Group:
(1) Develops preferred provider arrangements designed to contain health care costs for business and industry.
(2) Works with business and industry to provide the industrial medicine services that business and industry require.
(3) Assists business and industry in selecting health insurance options that meet business and industry's needs and do
not regularly impact the hospital.
(4) Informs business and industry of the availability of health care services offered by Resurgence Health Group's
hospitals and medical staffs.
(5) Interviews key business and industry leaders to solicit their ideas and concerns about the hospitals.
(6) Seeks business and industry's support and involvement for hospital initiatives, such as certificate of need
requests, ambulance subsidies, local tax abatements, etc.
(7) Conducts focus groups with business and industry to assess their needs and perceptions about the hospital
and the community it serves.
(8) Involves business and industry leaders in recruiting and integrating the new physicians and their
families into the community.
(9) Involves business and industry in the operations and planning of the hospital through membership on each
hospital's Board of Trustees.
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