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1 Week 2: Summative Assessment Financial and Ethical Impact Analysis Summary Jincy John MHA/506 October 17 th 2023

2 The East Chestnut Regional Health System (ECRH) was formed within the last 10 years through the merger of three separate healthcare organizations: East River Medical Center (ERMC), Northern Mountain Hospital Consortium (NMHC) and Archway Hospital (AH) Mission: The mission of ECRH is to provide high-quality, accessible healthcare services to the community it serves. ECRH is committed to improving the health and well-being of its patients and delivering compassionate care while adapting to the evolving healthcare landscape. Vision: The vision of ECRH is to become a leading healthcare system in the region, known for innovation, patient-centered care, and excellence in medical services. ECRH aims to be a trusted partner in the community, driving positive health outcomes and promoting a healthier future for its patients. Values: 1. Quality Care: ECRH is dedicated to providing the highest quality of medical care and ensuring patient safety. 2. Compassion: ECRH treats all patients and staff with kindness and empathy, recognizing the importance of a caring, supportive environment.

3 3. Integrity: ECRH maintains the highest ethical standards in all its operations and interactions. 4. Collaboration: ECRH fosters teamwork and collaboration among healthcare providers to ensure the best possible patient care. 5. Innovation: ECRH embraces innovation and constantly seeks to improve its services and adapt to the changing healthcare landscape. Objectives: In the case study, eleven strategic goals are provided and identified as the objectives. The ethical and financial impact of ECRH's mission, vision, values, and objectives on its healthcare marketing strategy. Ethical Impact:  Prioritizing compassion and integrity in the values ensures that marketing materials and practices are ethical, respectful, and patient-centered.  Collaborative values can encourage partnerships with local organizations and other healthcare providers, reinforcing a positive ethical image.  Implementing ethical communication strategies to manage the closure of services and legal matters will help maintain trust and reputation in the community.  Focusing on improving care quality and patient safety aligns with ethical healthcare practices, contributing to a positive public perception.

4 Financial Impact:  Enhancing women's health services and expanding service lines, such as oncology and primary care, can lead to increased revenue and patient volume.  Physician recruitment can attract new patients and boost revenue through additional medical services.  A strong branding strategy can improve ECRH's market presence, attracting more patients and increasing market share.  Proactively addressing legal matters and maintaining ethical standards can prevent costly legal issues that may affect the system's finances. Organizational Structure: The East Chestnut Regional Health System (ECRH) was formed within the last 10 years through the merger of three separate healthcare organizations: 1. East River Medical Center (ERMC): This is the anchor hospital for ECRH, and it boasts a Level 1 Trauma Center. ERMC has 550 licensed beds and is the main medical center for the system. The technology at ERMC is well-maintained, but the medical staff is aging. ERMC's location has faced safety concerns and reputation deterioration due to urban blight.

5 2. Northern Mountain Hospital Consortium (NMHC): NMHC is a group of rural hospitals in four counties surrounding Chestnut County. Each county has its own inpatient facilities, and NMHC was created to gain economies of scale. The hospitals in Oak and Maple Counties are critical access hospitals. The COOs of each NMHC hospital have been retained after the merger. 3. Archway Hospital (AH): AH is located in the urban area of Chestnut and has 200 registered beds. It mainly served patients with Medicare and Medicaid, comprising 85% of reimbursement. The future of AH is uncertain due to aging facilities and financial concerns. Cultural Impact on Healthcare Marketing Strategy: The culture and leadership style within ECRH play a significant role in shaping the healthcare marketing strategy: 1. Decentralized Decision-Making: The CEO of ECRH initiated a shift towards decentralized decision-making, trusting the management teams at individual facilities to make decisions with minimal supervision. This approach can lead to localized marketing strategies and services tailored to specific community needs.

6 2. Reputation and Safety Concerns: The decline in ERMC's reputation due to safety concerns requires a targeted marketing effort to regain trust in the community, potentially focusing on initiatives to improve safety and the patient experience. 3. Aging Medical Staff: The aging medical staff presents challenges and opportunities. The marketing strategy may need to include physician recruitment efforts to attract younger healthcare professionals and ensure the availability of various specialties. 4. Impact of NMHC: The presence of NMHC provides an opportunity for ECRH to target the rural communities in the surrounding counties. Marketing should be adapted to address the unique healthcare needs of these areas. Ethical and Financial Impact: 1. Ethical Impact: The ethical impact of ECRH's structure and culture on healthcare marketing includes ensuring transparency and accuracy in marketing campaigns. Promising services or quality of care that cannot be delivered would be unethical. Marketing materials should also be sensitive to the needs of vulnerable populations, such as low-income patients affected by predatory collections. 2. Financial Impact: The financial impact is significant. ECRH's financial performance is influenced by various factors, such as payer mix, reimbursement rates, and operational

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