Positioning and Differentation

The Southern Baptist Hospital is a not for profit organization that realized a need for marketing to address issues of falling market share. It embarked on an aggressive marketing campaign, mainly focused on corporate image, and the campaign was well received by the audience. It was however seen that though the campaign had been received well, they had failed to achieve their marketing objectives. This paper analyses key aspects of the SBH marketing campaign, and analysis on various aspects that would be key learning’s for future marketing activities.

This facility is lined academically to the Harvard University Medical School. Conduct a brief SWOT analysis for Children’s Hospital in light of the present health care environment.

This paper pertains to the marketing of Health Care Services and provides the steps and history of marketing in health care and the effects of marketing on the health care delivery system from 1950 to 1990. It introduces the health care consumers and their role in the marketing process as well as the factors that influence consumer behavior. These factors influence the success of marketing in health care. It also provides the requirements for successful marketing and current techniques and strategies used by health care organizations.

Following an organization announcement in 2015, the healthcare system was divided into four divisions headed by a leadership team of 5 that oversee all the divisions. The second division consists of the 3 regional hospitals associated with the New York Presbyterian system. Often hospitals associated with a healthcare system are hospitals waiting on approval from the city and HCOs involved. The 3rd division consists of NY-Presbyterian physician services. Lastly, the fourth division consists of all the health services that make up the health care system’s community and population health. These services include ambulatory care network sites and healthcare initiatives. As a Highly Reliable Organization, New York Presbyterian keeps track of multiple trends to shift and shape it’s organization for today’s always changing and complex healthcare industry. Through the tracking of consumer healthcare decisions, New York-Presbyterian uses this data to adjust its practices and policies to help patients make the best medical decisions and provide the highest quality of care. Positioned in one of the biggest metropolitan areas in the world, New York-Presbyterian keeps track of it’s competition by monitoring the consolidations of healthcare organizations within their market share. Through this monetization, the healthcare system prioritize its marketing strategy that allows them to sell the unique

By sending mail directly or making personal calls to all the doctors, administrators, and any other relevant personnel as well as visiting them if possible, we can establish a relationship with the customers at virtually no cost. However, the expected time commitment for the product is the most important part of our marketing strategy. Firstly, we will have to determine the persons to contact at the hospitals and nursing homes. Secondly, our team will have to determine when and how often we contact the target audience. Lastly, we will need to work on our communication skills and make sure that we are striking the right tone and positively convincing them to switch to our product. The response we receive is going to be our yardstick for determining

Table of Contents Situational Analysis Appendices External Analysis Appendix A: S.W.O.T. Analysis Appendix B: External Trend/Issue Analysis Appendix C: Environmental Trends/Issues Plot Appendix D: Stakeholder Map Appendix E: Service Area Profile Appendix F: Service Area Structural Analysis Appendix G: Service Area Competitor Analysis Appendix H: Critical Success Factor Analysis Appendix I: Mapping Competitors Appendix J: Synthesizing the Analysis Internal Analysis Appendix K: Financial Analysis Appendix L: Value Chain Strengths and Weaknesses Appendix M: Value Chain Competitive Advantages Relative to Strengths

Children’s Health System of Texas (CHST) with a very modest beginning in 1913, launched its big vision to serve the pediatric population in Dallas, Texas and a secondary facility opened in 2008, attends to the north Dallas pediatric clients in Plano, Texas. The organization is recognized as the eighth largest facility in the country with 483 beds and 50 specialty and subspecialty programs (Children’s Health, 2017). Once again in August of 2017, CHST received the Joint Commission accreditation and is recognized for having magnet status as well (Joint Commission, 2017). CHST employs approximately 5,400 employees that provide quality care in specialties such as heart disease, hematology-oncology, and

This document and all of the materials contained within are strictly for study assignment purposes to fulfill MBA course BUSN 620 Strategic Management on August 01, 2011-September 25, 2011 requirements.

One tool that can help an organization to understand its competitive positioning is the BCG Matrix. This matrix is based on the product life cycle theory and is typically used to help organizations make decisions about what products or services should be given priority over scarce resources (VBM, 2012). In analyzing Jackson's portfolio it is important to bear in mind that not all services are going to be in any one category. With a hospital this large and diversified, there will be things in which it is especially strong and things in which it is especially

The potential of a competing neighboring clinic poses an obstacle in the progress towards achieving DHC's service and profitability objectives. There are also unfavorable demographic shifts out of urban and into suburban areas, which cause a need to adjust the focus of the target market.

The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which

In contrast to tangible dominant offerings that can be felt, tasted, and seen, the healthcare services that are offered by the hospital can be categorized as intangible dominant. This intangible service is largely characterized by interactions with healthcare professionals, education on health conditions, and ultimately a better quality of health. Though the offering is primarily intangible, if the hospital is to be successful they should integrate a few tangible aspects to the offering. If the end goal of the service is to tend to the needs of the patient’s health through a primarily intangible offering, tangible elements such as medical equipment,

The purpose of this assignment is to read and review the case study. Then discuss your assessment of Shouldice Hospital 's marketing challenges, as well as presenting your ideas for how the hospital can best manage those challenges. The assignment will contain the answer of the following questions:

focus on a small client base of academic medical centers while perfecting the market positioning and

5. The most important understanding about Arkon Children’s Hospital as an organization that led the firm to consider the research about its positioning was The most important understanding about Akron Children's Hospital as an organization that led the firm to consider the research about its positioning was that this hospital was basically about the kids, and that everything about this hospital should emphasize the kids. In addition, there were rival hospitals that were engaging in aggressive marketing campaigns that threatened the economic and financial security of this hospital as a business institution. An increase in the marketing campaigns in these hospitals could reduce the number of patient cases at Akron Children's Hospital. 6. The research design decision can be put into context by The research design can be put into context as qualitative focus group centered research, that also contained elements of quantitative research methodologies, due to the inclusion of statistical subject matter. 7. The main inferences/conclusions in this case are The main conclusions of this case are that the effective positioning of an institution will require a number of planning options, with focus group research being among those options. There must be a concerted effort by all team members to focus on the