MKTG5408 Marketing Analysis and Planning Case Study Analysis
Executive Summary
The Australian Medical Association (AMA) has set marketing goals to improve healthcare services and increase the uptake of COVID-19 booster vaccines. The current marketing strategy involves advocating for interoperability and addressing ethical challenges. The AMA faces challenges related to workforce shortages, digital connectivity, and program inefficiencies. The customer environment includes vaccine recipients and their eligibility criteria-driven purchase patterns.
External factors impacting the AMA include competition, economic conditions, politics, regulations, and sociocultural trends. The AMA can leverage resources through fundraising and partnerships. The marketing plan focuses on vaccine awareness, accessibility, and collaboration to deliver comprehensive healthcare. By executing these objectives, the AMA aims to achieve its goals and provide value to members and patients.
Situational Analysis
Marketing Goals and Objectives
The Australian Medical Association (AMA) is focused on securing funding commitments from the government to invest in primary health care and infrastructure upgrades in GP practices. The Australian Medical Association (AMA) aims to reduce Australians' complacency with the COVID-19 virus and increase the uptake of booster vaccinations. The "Modernize Medicare" campaign aims to improve the Medicare system to meet the current needs of patients and GPs.
AMA advocates for voluntary patient enrollment to enable coordinated allied care within regular GP practices. Additionally, AMA stresses the need for improved digital connectivity in rural and remote regions to enhance healthcare access and enable quality telehealth services. Reliable broadband is seen as crucial for technology-based patient consultations and digital healthcare delivery.
Current Marketing Strategy and Performance
The Australian Medical Association's marketing strategy for controlling COVID-19 system interoperability involves advocating for the implementation of interoperability across intersecting health and human services sectors. This leads to more efficient and effective healthcare, facilitates person-centered care, minimizes avoidable health service use, promotes patient independence and satisfaction, and improves clinical safety and patient health outcomes.
Additionally, the AMA focuses heavily on supporting doctors facing the ethical challenges posed by disasters such as the COVID-19 pandemic. To promote these positions, the AMA utilizes media moments such as visits by AMA leaders to GPs and healthcare workers in disaster-affected regions, and emergency health summits where they would urge state and federal governments to support healthcare services in affected regions.
In the 2022 Annual Report, the AMA highlights several achievements and outcomes of its marketing strategy in relation to GPs. These achievements include:
- Successfully advocated for a commitment of $970 million from the Australian Labor Party (ALP) to invest in primary health and infrastructure upgrades in GP practices.
- Influencing the establishment of the Strengthening Medicare Taskforce, with an AMA Vice President appointed as a member to advocate for the AMA's Modernize Medicare priorities.
- Publishing research reports on issues affecting patients and doctors in general practice, generating media coverage, and raising awareness.
- Securing government funding for rural and remote healthcare initiatives, such as expanding the Innovative Models of Collaborative Care program and the John Flynn Prevocational Doctor Program.
- Resolving administrative errors and inefficiencies in the reformed Bonded Medical Program to ensure no disadvantage to involved doctors.
- These achievements demonstrate the effectiveness of the AMA's marketing strategy in advancing the interests of GPs, influencing policy decisions, and securing funding for crucial healthcare initiatives.
Current and Anticipated Organizational Resources
According to AMA Annual Report 2022, the current state of the firm's organizational resources in terms of financial resources is mentioned below.
- Total revenue from operations remained consistent at $22.9 million in 2022, compared to $21.9 million in 2021.
- The consolidated Group recorded a total comprehensive loss of $0.9 million in 2022, compared to a profit of $2.5 million in 2021.
- Total liabilities decreased by 7.9% to $10.5 million in 2022, compared to $11.4 million in 2021.
- Net assets decreased by 2.8% to $31.6 million in 2022, compared to an increase of 8.3% to $32.5 million in 2021.
The Capital Resources of the AMA consist primarily of property, plant, and equipment, investment properties, and intangible assets, which make up 70% of their total assets. Cash and long-term investments account for 17% of their total assets..........
MKTG5408 Marketing Analysis and Planning Case Study Analysis
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