Marketing Audit For A Health Care System

 Organization overview

The Colorado Health Care Association and Center for Assisted Living (CHCA/CCAL) has served as a spokesman for the long term care community together with the frail disabled and the elderly they serve since its founding in 1955. The Colorado health Care Association & Center for Assisted Living has represented about 90% of the state’s skilled nursing communities alongside a number of assisted living residences.The organizations and providers which provide services and products to the long term care community join the association as associate members and partners in quality care.

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Market and market segments

The Colorado Health Care Association and Center for Assisted Living has scaled a greater niche in the health care practice of the Colorado state among other health care facilities in the state. The CHCA has scaled a market segment in which it oversees and spearhead the health care reform advisory practice, business development and practice strategy, key client management among other key elementary components of the health care industry(Jonas, Goldsteen, Goldsteen, & Jonas, 2013). The business apprehends exclusive sales, marketing and business development by forging a fore front coverage in the state’s health care matters through responsible management of the financial performance and growth of all the market segments –group, individual and government programs –of the $3.5 billion health care delivery and financing system.

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The association has been in the leading end towards underwriting and the actuarial services for the Preferred Health Systems among other organizations spanning regulatory, managed care sectors and indemnity in the health care financing industry(Jonas, 2003).

The association considers receiving preventive care to be key towards maintain good health, that why they have incorporated that into their benefits plans as a standard component. The CHCA serves every market segment which includes individuals, Medicaid, Medicare, employees in the Colorado state.


The health care industry in the Colorado state experience a stiff competition from a number of source as the different parties strive to provide affordable and equitable health care services to the residents. the advancement in technology has hugely posed a competitive stance in the healthcare industry as the emergence of new technology advances the process of healthcare provision across the industry and thus every healthcare facility is at the verge of adopting the technological advancements as they emerge every time.

Among the major facilities posing competition to the CHCA is the Rocky Mountain Health Plans which is an independent, not for profit health insurance provider which has rendered services to the health care needs of the Coloradans for over 35 years. The facility ensures provision of access to affordable and quality health care there ensure long living of its members and healthier lives.

Products and services

The CHCA facility has ensured provision of psychological and physical needs of the long-term care residents in a more cost-effective manner and resident centered manner. CHCA/CCLA provides a platform on which development and implementation of the designed social care plans and resident assessments are outlined. Furthermore, it provides information to the families/ Resident as to Medicaid/Medicare among other financial assistance programs which are made available to the residents. The organization also ensures that there information provision in relation to residents’ rights and living wills.

Price and promotion

CHCA/CCAl charge their products and services on a relatively market price ranging (Jonas, Goldsteen, Goldsteen, & Jonas, 2013). This positions the association in a strategic edge in which it moderates its pricing system on the basis of the market levels and the state’s economy.

CHCA acknowledges that health promotion is an inevitable ingredient of the primary health care due to its contribution to s population-based health approach. The CHCA ensures that it engages its clients, groups within the various communities, relevant public health service providers together with the regional public health units to facilitate planning and delivery of health promotion programmes. The programmes are designed in a manner that ensures consistency with the population health objectives and the public health programmes at federal, state and local levels.

Channels of distribution

The facility’s healthcare system is characterized with highly complex and variable heterogeneous patients requiring individualized attention in order to achieve effective treatment. This calls for large resources in terms of skill, knowledge, time and labor to facilitate improvement of productivity and thus a dynamic and complex channel of distribution (Afifi, Rice, Andersen, Rosenstock & Kominski, 2013).

The CHCA’s distribution channel seeks to uphold a higher convenience in healthcare since any form of inconveniences would result into fragmented care, as many patients look for services from a wide range of sources. The organization strives towards a highly developed, streamlined and organized healthcare through adoption of modern technology. Both the organization and the industry is seeking individuals with cross-border expertise in technology, medicine and organization.


The organization has a huge chunk of raw data. The organization is presented with a flood of day-to-day data. Every stakeholder of the facility –from the management to the individual clinician –is in need of a way out to turn all the raw information into the targeted, desired and actionable knowledge (Jonas, 2003). This weakness can be resolved by ensuring that everyone can sense of the raw data on their own without tools and processes to facilitate the process in a more reasonable and timely manner.

Secondly, with the high rates of the U.S. population being uninsured or underinsured, the CHCA and other healthcare administrators find it a challenge to provide healthcare services to this group and maintaining fiscal responsibility (Jonas, Goldsteen, Goldsteen, & Jonas, 2013). A resolution on this weakness would be sort through mechanisms which would offset the huge expenses while undertaking an expansion of their healthcare services in those areas that the organization would serve more patients.

Thirdly, the latest reports have shown a level of inefficiency in the implementation of the EMRs. The organization therefore should ensure keeping up with the advances in technology, medicine and government policy and regulations changes.


CHCA/CCAL has a large healthcare database in which data is stored externally and backed up in a safe place to prevent data loss. The fact that the organization’s front-end software provides tip text and enforce data integrity, the accuracy and standardization of the back-end data is upheld. Since the data is electronic, it allows for quicker processing of the organization’s typical transactions, for instance, payment claims and lab results.   

Secondly, the organization ensures effective documentation of the registry file. This entails a file stating why and when a patient’s coverage begins and ends (Jonas, 2003). This filling system is very effective in CHCA to ensure that the individual resides in the jurisdiction, had left the jurisdiction or may have died. The system helps in determining the percentage of individuals enjoying the healthcare interventions.

Thirdly, the organization being a strong private sector orientation, facilitates a great access to all sorts of services for individuals with stable coverage alongside a strong encouragement of an on-going medical innovation by the product manufacturers. The adoption of the rapid advancement in the medical technology by the organization has improved the health status of a number of Americans.

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