Health Care System

Growth is an organizational necessity. It is required to keep up with changing customer needs and want. Growth marshals the organization’s energy. Profits from growth help fund nonrevenue producing activities and provide startup capital for further growth. As the population of Georgia and Cobb County continues to grow, the need for health-care services is in greater demand, particularly as the population of those 65 and older is expected to surge in coming years.

In response to this need, Marietta-based WellStar Health System Inc.is under- going major expansion upgrading facilities, developing new construction projects and expanding its reach through acquisitions. “Large health systems, like Wellstar, are increasingly an option for metro-Atlanta area residents seeking health care,” Wellstar has multiple projects in Cobb County under way. ” Part of WellStar’s expansion includes the $11. 5 million acquisition of 25 acres in South Cobb, near Vinings and Smyrna. The site is in close proximity to interstates 75 and 285, making it convenient for metro-Atlanta area residents seeking health care.

The site is also about five miles south of Wellstar Windy Hill Hospital, seven miles east of Wellstar Cobb Hospital and three miles east of Wellstar Urgent Care Center. “Wellstar is still evaluating multiple uses of that land to include administrative and medical options,” Bowermaster said. “Obviously, state [certificate-of-need] laws and competitor issues are a factor in the type of medical facility that could possibly be placed there, such as a medical office building, imaging center or an urgent care center. At this time, Wellstar has no definitive plans on the use of the land. ”

Primarily serving the five counties of Cobb, Douglas, Cherokee, Bartow and Paulding, where it has plans for the construction of a new hospital, WellStar’s expansion is largely concentrated in Cobb. On the Marietta campus of WellStar Kennestone Hospital, a seven-floor, all-private-room patient tower is under way and set for completion in January 2013. Part of WellStar’s expansion includes the $11. 5 million acquisition of 25 acres in South Cobb, near Vinings and Smyrna. The site is in close proximity to interstates 75 and 285, making it convenient for metro-Atlanta area residents seeking health care.

The site is also about five miles south of Wellstar Windy Hill Hospital, seven miles east of Wellstar Cobb Hospital and three miles east of Wellstar Urgent Care Center. Successful growth requires a thorough implementation plan and effective follow-through. Not only does implementation plan provide a road map, but it ensures sufficient resource allocation and assigns leadership and other responsibilities. “WellStar is still evaluating multiple uses of that land to include administrative and medical options,” Bowermaster said.

“Obviously, state [certificate-of-need] laws and competitor issues are a factor in the type of medical facility that could possibly be placed there, such as a medical office building, imaging center or an urgent care center. At this time, WellStar has no definitive plans on the use of the land. ” Primarily serving the five counties of Cobb, Douglas, Cherokee, Bartow and Paulding, where it has plans for the construction of a new hospital, WellStar’s expansion is largely concentrated in Cobb. On the Marietta campus of WellStar Kennestone Hospital, a seven-floor, all-private-room patient tower is under way and set for completion in January 2013.

Course Project: Demographic Site Analysis The demographic site analysis provides a summary of a specific market area. For this paper component, you will choose a specific geographic area (locality; zip code, or census tract) and prepare a demographic profile of the people who live in that area from data available at the website of the US Census Bureau (www. census. gov) or other reputable demographic sources (for example, the local Chamber of Commerce, state hospital association, or other government sources). This profile should provide specific demographic information about the population, including relevant facts and figures.

For example, you might include information on population growth, gender, race/ethnicity, education level, marital status, age ranges, or income ranges. If available, you might also include data regarding health characteristics of your market population. This data is sometimes available from local or state health departments or national health registries (such as the CDC). You are encouraged to include graphs or charts that help describe the demographics of your geographic area (at least one is required). You will also include a brief overview of the healthcare organizations currently serving this market.

Briefly identify and describe the hospitals, clinics, or other healthcare service providers in this area. After preparing the demographic and market profile, you will then analyze potential healthcare needs one might anticipate in this geographic area. Your analysis should address the following questions: 1. What does this demographic profile tell you about potential healthcare utilization and health behaviors? 2. What does the profile tell you about the needed healthcare services or products? 3. Are all these needs currently being met by the existing healthcare organizations? If not, which needs might represent a market opportunity?

The length of the Demographic Site Analysis should be 600 to 800 words. You should cite all sources in APA style, both in-text and at the end of the document. You are required to have at least three sources to support this component of the course paper (you will need at least 10 references for the full course paper). The grading rubric for the FINAL course project (due in Week 7) is included on the following page. Please use this rubric as a guide when preparing each component of the course project. Cobb County Market Report Behind that hospital, a new $12 million inpatient hospice facility will open this March.

Updates were also recently completed to the main lobby and operating suites of WellStar Cobb Hospital in Austell, including the addition of 10 new operating rooms, and more upgrades are planned for 2012. WellStar also has off-campus projects under way. Construction is in progress for the Acworth Health Park, set to open in the summer of 2012, and the East Cobb Health Park, located at Roswell and Providence roads, is in the development phase and expected to open in late 2013. WellStar’s expansion includes the recent acquisition of OrthoSport Physical Therapy, which has two clinics in Cobb County, one in Kennesaw and another in Marietta.

“When you look at WellStar’s expansion, they are simply responding to community need and the bottom line is that this area, the metro Atlanta area including Cobb County, is still growing despite the tough economic climate of the last few years,” said Kevin Bloye, vice president of public relations for the Georgia Hospital Association. “We have a growing aging population in the state of Georgia and it’s a challenge for all hospitals in the state to continue to meet that community need, and I think WellStar is doing that. ”

During the 2011 fiscal year, WellStar invested $89 million in facilities, equipment and information technology. During this same period, nearly 10 percent of the health care WellStar provided was to individuals without insurance. In total, the not-for-profit hospital system provided more than $200 million in unreimbursed care for the second straight year. Room to grow? With so much expansion under way, is there room for this much health-care growth in Cobb County? The county’s growing population is a positive indicator that there is, said Armand Balsano, managing director of Navigant Consulting Inc. in Atlanta.

There were 688,078 residents in Cobb County in 2010, according to U. S. Census Bureau data, up 13. 2 percent from the 607,751 residents in 2000. Cobb County residents have also been going to the hospital a lot more. Cobb County residents were hospitalized 55,004 times in 2010 and the number of inpatient admissions has increased from 53,637 in 2008 or about 2. 5 percent, Balsano said. “I was surprised to see that admissions had grown that much,” he said. “Normally, admissions don’t grow as fast as the overall population because people are using alternatives to inpatient care, such as outpatient service.

The fact that between 2008 and 2010 Cobb County admissions increased by about 2. 5 percent while population grew at 2. 2 percent is an indication that, in spite of a weak economy, Cobb residents are accessing the health-care system in significantly greater numbers. ” When it comes to serving the health-care needs of Cobb County, WellStar is at the forefront. Out of all Cobb County residents that use a hospital in Georgia, 62 percent use a WellStar facility, Balsano said. “There is a big gap between WellStar and all other providers in terms of use,” he said.

“When we look at who is serving Cobb County, clearly WellStar has the lion’s market share at 62 percent, followed by Northside at 9, Emory at 7 and Piedmont at 5 percent. ” According to Balsano, WellStar seems to be in a good financial position to continue growing. WellStar Health System reported an operating income of approximately $82 million in its 2010 Medicare cost report. “[WellStar] is a financially strong organization that is well-positioned to deal with any of the challenges in reimbursement changes that we expect in the future,” Balsano said.

Bloye agrees, stating that WellStar’s strategic expansion is a response to the future needs of the area. “They are simply looking at the demographics of their service area and responding to what they believe to be the future demand for health-care services and we are seeing that around the state,” he said. “Hospitals are looking at their demographics and also looking at a Medicare population, which is growing in a huge way. The number of baby boomers who are now reaching Medicare age and are living longer lives and demanding more health-care services, that number is skyrocketing and that has a lot to do with it.

” WellStar at a glance In 2011 fiscal year: WellStar invested $89 million in facilities, equipment and information technology. Nearly 10 percent of the health care WellStar provided was to individuals without health insurance. WellStar provided more than $200 million in unreimbursed care for the second straight year. Reference: Premium content from Atlanta Business Chronicle by Giannina Smith Bedford, Contributing Writer Date: Friday, January 27, 2012, 6:00am EST.

Leave a Reply

Your email address will not be published. Required fields are marked *