Marketing Plan for Archbold Medical Center PADM 7040 Nonprofit Management Dr. Gerald Merwin Fall 2005 John M. Godwin

Organizational Mission “Archbold Medical Center is committed to providing high quality, compassionate, cost-effective healthcare for our patients.”

Marketing Goal Increase donations to the Archbold Foundation Marketing Objective Raise fund level by five percent over the next 12 months

Organizational Culture Archbold is a nonprofit healthcare provider serving all of southwest Georgia and north Florida Archbold is a nonprofit healthcare provider serving all of southwest Georgia and north Florida There is a strong organizational commitment to providing the best in technology and individualized services There is a strong organizational commitment to providing the best in technology and individualized services

Publics to be Served Archbold is committed to serving all those in need, regardless of ability to pay for those services Archbold is committed to serving all those in need, regardless of ability to pay for those services Indigent care is part of the services offered Indigent care is part of the services offered Its facilities attract those looking for the best in medical services in the surrounding area Its facilities attract those looking for the best in medical services in the surrounding area

Competition Archbold faces some tough competition within a 50 mile radius Archbold faces some tough competition within a 50 mile radius Phoebe Putney Memorial (Albany, GA) to the north and Tallahassee Memorial (Tallahassee, FL) to the south are both large providers of healthcare services in larger cities that attract many patients who might otherwise go to Archbold Phoebe Putney Memorial (Albany, GA) to the north and Tallahassee Memorial (Tallahassee, FL) to the south are both large providers of healthcare services in larger cities that attract many patients who might otherwise go to Archbold

Environment Archbold serves a predominantly rural community Archbold serves a predominantly rural community Most of this area was largely underserved before Archbold came onto the scene over 75 years ago Most of this area was largely underserved before Archbold came onto the scene over 75 years ago The original hospital in Thomasville, GA was built as a charitable effort to provide medical services where none were being offered The original hospital in Thomasville, GA was built as a charitable effort to provide medical services where none were being offered Archbold Medical Center has grown based on this premise of serving those in need Archbold Medical Center has grown based on this premise of serving those in need

Strengths Strong commitment to latest technologies and dedicated medical staff Strong commitment to latest technologies and dedicated medical staff Well established in the local community, where trust and commitment to excellence go hand- in-hand Well established in the local community, where trust and commitment to excellence go hand- in-hand

Threats “The major crises facing us are easy to identify: a) Declining Medicare and Medicaid reimbursements b) Healthcare manpower shortage.” Will Watt. Director of Customer Service Will Watt. Director of Customer Service

Opportunities Archbold offers a scholarship program to students pursuing education in the health field, both for technical and college degree programs Archbold offers a scholarship program to students pursuing education in the health field, both for technical and college degree programs Preference for job placement is given upon graduation, working to ensure that its future needs for healthcare professionals is being provided for Preference for job placement is given upon graduation, working to ensure that its future needs for healthcare professionals is being provided for

Current Marketing Strategy Archbold survived the trials of “the 1980’s as market conditions increased the pressures on nonprofit hospitals to improve performance” (Andreasen & Kotler, p. 267) Archbold survived the trials of “the 1980’s as market conditions increased the pressures on nonprofit hospitals to improve performance” (Andreasen & Kotler, p. 267) Solicitations from vendors is an excellent resource that Archbold utilizes in building up the Archbold Foundation Solicitations from vendors is an excellent resource that Archbold utilizes in building up the Archbold Foundation

Current Marketing Strategy (cont.) Newspaper ads, a link on the organizational web site, and donation envelopes in the quarterly newsletter provide for additional funding Newspaper ads, a link on the organizational web site, and donation envelopes in the quarterly newsletter provide for additional funding The ‘Tree of Light’ campaign during the holiday season provides increased donations during this time of the year The ‘Tree of Light’ campaign during the holiday season provides increased donations during this time of the year The ‘Wall of Donors’ provides an incentive for larger donations The ‘Wall of Donors’ provides an incentive for larger donations

Methods for Core Marketing Strategy Charitable gift annuities are the latest partnerships between nonprofits in search of greater contributions and individuals with the money to give Charitable gift annuities are the latest partnerships between nonprofits in search of greater contributions and individuals with the money to give These annuities provide stockholders with increases in rates coupled with sizable tax benefits over the life of the note These annuities provide stockholders with increases in rates coupled with sizable tax benefits over the life of the note The contributor enjoys these benefits during life, and in death the notes are turned over to the nonprofit where they are sold without the large drain of the capital gains tax The contributor enjoys these benefits during life, and in death the notes are turned over to the nonprofit where they are sold without the large drain of the capital gains tax

Methods for Core Marketing Strategy (cont.) Many individuals are “interested in a particular problem or cause” (p. 252) Many individuals are “interested in a particular problem or cause” (p. 252) Archbold will invest in target niches already established by national nonprofits in the healthcare field, such as with those who contribute on a regular basis to the American Heart Association and the American Cancer Society Archbold will invest in target niches already established by national nonprofits in the healthcare field, such as with those who contribute on a regular basis to the American Heart Association and the American Cancer Society

Methods for Core Marketing Strategy (cont.) Archbold will soon complete its “Heart Tower,” a state-of-the-art cardiovascular center Archbold will soon complete its “Heart Tower,” a state-of-the-art cardiovascular center Some strategically placed television commercials and newspaper ads could extol the merits of contributing to healthy hearts here at home Some strategically placed television commercials and newspaper ads could extol the merits of contributing to healthy hearts here at home

Methods for Core Marketing Strategy (cont.) The same is true of Archbold’s oncology center and those who give regularly to the American Cancer Society The same is true of Archbold’s oncology center and those who give regularly to the American Cancer Society The point could be made that cancer treatment at Archbold keeps contributions closer to home The point could be made that cancer treatment at Archbold keeps contributions closer to home

New Offerings A strong and steady customer of medical services is Social Security and Disability Adjudication Services of Georgia A strong and steady customer of medical services is Social Security and Disability Adjudication Services of Georgia Archbold can sign an agreement to offer consultative exams for disability claimants, providing a steady source of additional funding Archbold can sign an agreement to offer consultative exams for disability claimants, providing a steady source of additional funding

Works Cited Andreasen, Alan R., & Kotler, Philip Andreasen, Alan R., & Kotler, Philip (2003). Strategic Marketing for (2003). Strategic Marketing for Nonprofit Organizations (6th ed). Nonprofit Organizations (6th ed). New Jersey: Pearson Education. New Jersey: Pearson Education. Archbold Medical Center (n.d.). Retrieved Archbold Medical Center (n.d.). Retrieved October 19, 2005 from October 19, 2005 from