ROCK HILL, SOUTH CAROLINA – Winthrop University’s healthcare marketing class has partnered with Atrium Health, Carolina Neurosurgery and Spine Associates (CNSA), and Winthrop’s Center for Student Wellness for the fall semester. Students are working directly with liaisons from each organization to help design strategic marketing plans for specific services for their organizations.
Students divided into teams of three or four to tackle each project.
ATRIUM HEALTH
Atrium Health plans to open, in June 2025, its second hospital in a span of five years with Atrium Health Lake Norman, which company representatives call an “exciting new offering for the rapidly growing Lake Norman community.” The market has also been described as competitive with other hospitals in the area.
The challenge for the student team taking on the Atrium Health project is to help determine the best plan for showcasing the hospital within three to six months prior to opening, and for six to 12 months after its opening to build brand awareness, particularly usage for the front door service of a hospital, the Emergency Department.
CAROLINA NEUROSURGERY AND SPINE ASSOCIATES
The neurosurgeons at CNSA diagnose and treat a variety of adult and pediatric brain, spine and peripheral nerve disorders. CNSA also offers physical therapy (PT) as well as physician services. Students are marketing the company’s physical therapy services because, according to CNSA, most providers do not realize the office offers PT.
WINTHROP CENTER FOR STUDENT WELLNESS
Winthrop’s Health Services is designed to provide confidential, professional, quality, cost-effective and routine medical care for all enrolled students. Mike Matthews, professor and director of the healthcare management program, said that center staff members indicated to his class that students are not aware of what services are offered and don’t utilize services for which their student fees pay. The students working with this organization are marketing on campus the Center for Student Wellness to help ensure that students are aware of what services are offered and how the center can accommodate each student’s needs.
STUDENTS WILL PRESENT THEIR PLANS IN DECEMBER
In December, students will host a luncheon and present their projects to all three liaison organizations. Matthews stated that the presentations are hands-on experience for students.
“The idea is to have a feel of a professional conference instead of a classroom,” he said. “It prepares them for what it will be like presenting in professional environments after they graduate.”
For more information on the healthcare management program, contact Matthews via e-mail at matthewsm@winthrop.edu or visit the website.
