...Positioning and Differentiation with Health Care Organizations Two health care organizations located in the same area are Cedars-Sinai Medical Center and City of Hope Research Hospital, both in Los Angeles. Both facilities cater to and are championed by Hollywood celebrities, so in many respects they are similar. Their positioning and differentiation is distinctive in other respects, however. This paper will examine the positioning and differentiation of both organizations, noting their similarities and differences. Cedars-Sinai can boast that “Many a star has been born, literally” there (“Cedars-Sinai Medical Center,” 2008). Its location, “where Los Angeles meets Beverly Hills and West Hollywood,” ensures that it serves movie stars and other Hollywood celebrities, and this visibility prompts exceptional care (“Cedars-Sinai Medical Center,” 2008). In addition to its star-studded patient list, the hospital is also known for being a teaching and research hospital that has approximately 600 different research programs (“Cedars-Sinai Medical Center,” 2008). Even its Board of Directors boasts such notables as Steven Spielberg and Sherry Lansing, and it enjoys celebrity supporters such as Barbra Streisand, Denzel Washington, Mel Gibson, and others (“Cedars-Sinai Medical Center,” 2008; “Cedars-Sinai Medical Center,” n.d.). Cedars-Sinai’s positioning and differentiation are both related to its celebrity image. It has positioned itself as the hospital to the stars by extending...
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...Head: POSITIONING AND DIFFERENTIATION Positioning and Differentiation Paper Wanda Douglas Marketing for Health Care/HCS 539 January 09, 2012 Andrea Linder Positioning and Differentiation Paper A well-planned marketing and branding approach will offer a course of action for the development of an effective marketing campaign. A hospitals marketing and branding strategies are key factors of consideration in the development of comprehensive marketing plan. Northwest Hospital and Sinai Hospital of Baltimore have both successfully marketed themselves in the community as exceptional health care providers by providing quality care. The purpose of this paper is to examine the positioning and differentiation strategies used by Northwest Hospital and Howard County General Hospital to market actively their organizations. A well-designed marketing concept provides a course of action for the development of a comprehensive marketing initiative that will help attract an individualize market that has not been considered. An organization target market is a group of customers who an organization aims its goods and services. To create a good strategy, the organization’s target market must be evaluated and well thought-out. It is very important for health care organizations to develop a plan for the target market within the surrounding community. Health care organizations must position themselves and separate from its competitors. At first sight, health care organizations primarily...
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...Positioning and Differentiation Paper September 3, 2012 Positioning and Differentiation Paper A well-planned marketing and branding approach will offer a course of action for the development of an effective marketing campaign in many different types of organizations. A hospitals marketing and branding strategies are key factors of consideration in the development of comprehensive marketing plan; they are also key factors in the success of the organization. North Colorado Medical Center and Medical Center of the Rockies have both successfully marketed themselves in the community as exceptional health care providers by providing quality care. The purpose of this paper is to examine the positioning and differentiation strategies used by North Colorado Medical Center and Medical Center of the Rockies to market actively their organizations. It is very important for health care organizations to develop a plan for the target market within the surrounding community. A well-designed marketing concept provides a course of action for the development of a comprehensive marketing initiative that will help attract an individualize market that has not been considered. An organization target market is a group of customers who an organization aims its goods and services. To create a good strategy, the organization’s target market must be evaluated and well thought-out. Health care organizations must position themselves and separate from its competitors by offering their services in a different...
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...Positioning and Differentiation Vanessa Dumas HCS/539 May 14, 2012 Tina Folk-Comartie Positioning and Differentiation Positioning and differentiation in health care is two health care facilities not far from the same location. Catskills Regional Hospital and Orange County Regional Hospital are situated 30 miles from each other. These two facilities are both in the state of New York Hudson Valley Region. These two hospitals focus on catering to the same clientele. The paper will reflex the differences and similar attributes. The facilities cater to geriatrics, gynecological, rehabilitation centers, and other similarities. Positioning and differentiation is Orange County Regional competitive strategy advantages over Sullivan County Regional. Discipline of the Organization Planning a health care system positioning and differentiation paper will have a excellent plan and tactic position. Marketing at a hospital and it brand name is vital to success in profitability. Catskill Regional Hospital and Orange County Community General both have well known toes to the community in Sullivan and Orange Counties. The paper will discuss some of the different strategies both organization uses to convince the community of excellence in health care services, and products. Both facilities have undergone a huge transformation to enhance marketing to produce profitability. Both organizations have a unique clientele attraction. The hospital’s has distinguished the market...
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...Positioning and Differentiating HCS 539 Week 4 Positioning and Differentiating Houston is heavy in health care organizations. In order to survive within this market it is essential to position an organization so that it finds its niche in the area. Cypress Fairbanks (Cy-Fair) in located in a suburb of Northwest Houston along with its sister hospital Houston Northwest. Both facilities are owned and operated by the Tenet Corporation and follow under the Tenet umbrella. While the two are sister hospitals, they are independent of each other and therefor are competitive. Each facility has positioned itself to differentiate the individual facilities as unique and separate, while sharing certain resources. Houston Northwest is located near downtown Houston. It is a level 3 trauma center has stroke and chest pain accreditation. It has a close proximity to Cy-Fair but has an easier access due to its proximity to the freeway. Cy-Fair is located approximately twelve miles from Houston Northwest. It possesses a level 4 trauma designation, chest pain and stroke accreditation. However, it is physically more difficult to reach Cy-Fair as it is approximately five miles from the freeway and traffic is more congested thus decreasing the amount of ambulance traffic that the organization receives. “Differentiation is achieved when consumers perceive that a service differs from competitive offerings on any characteristics, including pricing” (Fisher, 1991, p. 19). Houston Northwest...
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...specialized services and marketing initiatives. Market Segmentation of Healthcare Organization At Sentara the market is segmented into three major categories: demographic characteristics, disease categories, and geographic location. The main focus is on demographic segmentation which is aimed at targeting services for certain socioeconomic characteristics such as gender, age, or cultural/ethnic background (Anniston, 2012). Target Marketing Woman’s Health This facility has implemented several initiatives over the last decade which forms their strategies that target women. There is a lack of focused care for women in the Hampton Roads region and Sentara has put itself into a position to market and fill this deficiency. It has become increasingly relevant to the marketing team at this facility because capturing the female patient also means influencing the vast majority of health care decisions made for families and women use health services more frequently than men (Anniston, 2012). Most women are dissatisfied with how they receive care, which is often in settings that does not support the unique aspects of care for women (Milliken, 2011). Significant opportunity exists to develop services targeting women, and even to certain age specific groups within this population making meaningful distinction in the marketplace, improving quality of care, and increasing patient satisfaction. These opportunities can range from focused...
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...The Strategic Management Frameworks Arnoldo Hax Alfred P. Sloan Professor of Management The Frameworks for Competitive Positioning Porter Resource-Based View of the Firm • The Delta Model • • Porter’s Framework for Explaining the Profitability of a Business Competitive Positioning Achieving sustainable competitive advantage Industry Structure Factors affecting industry profitability Strategy Formulation and Implementation Defining and executing the managerial tasks Elements of Industry Structure: Porter’s Five-Forces Barriers to Entry - Economies of scale - Product differentiation - Brand identification - Switching cost - Access to distribution channels - Capital requirements - Access to latest technology - Experience & learning effects Government Action - Industry protection - Industry regulation - Consistency of policies - Capital movements among countries - Custom duties - Foreign exchange - Foreign ownership - Assistance provided to competitors New Entrants Threat of new entrants Rivalry Among Competitors - Concentration & balance among competitors - Industry growth - Fixed (or storage) cost - Product differentiation - Intermittent capacity increasing - Switching costs - Corporate strategic stakes Industry Competitors Intensity of Rivalry Barriers to Exit - Asset specialization - One-time cost of exit - Strategic interrelationships with other businesses - Emotional barriers - Government & social restrictions Suppliers Bargaining...
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...technical analysis takes the price support and resistance over time. Marketing trends fluctuate because of technology and demographics. Also in the economic view demographics in a particular market will affect the advancement of businesses and organizations. The internet has let buyers have the ability to access to multiple merchants. That being said it is still thought of that marketing trends change due to the new technology available. It is safe to assume the market very much relies on the advancement of technology. The nature and scope of marketing research are rapidly changing to keep pace with a changing marketplace. In the face of global competition, research that measures product quality and consumer satisfaction is the fastest growing form of marketing research. (2) http://www.slideshare.net/dipalij07/porters-generic-strategies-with-examples Porter's Generic Competitive Strategies (ways of competing)A firm's relative position within its industry determines whether a firm's profitability is above or below the industry average. The fundamental basis of above average profitability in the long run is sustainable competitive advantage. There are two basic types of competitive advantage a firm can possess: low cost or differentiation. The two basic types of competitive advantage combined with the scope of activities for which a firm seeks to achieve them, lead to three generic strategies for achieving above average performance in an industry: cost...
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...Enhancing the Marketing Plan The company’s competitors, and the strengths and weaknesses of each (SWOT) Competition in health care industry gains the clients since it assist maintain costs, enhance quality, and promote innovation. However, how to contain an organization in the fast growing industry is a complex task to the partners and members in the field. HealthCare Express for instance, find, it hard to keep track of operations, especially in this industry where changes in products needs legal approval; thus competition is very stiff because products and services are almost presented in the same way. The main competitor for HealthCare Express is Patient First, Inc. This organization, just like Healthcare Express has deepened its roots to offer services such as providing urgent care, daytime, evenings, weekends, holidays, after doctor’s office hour’s convenient and affordable medical services for clients varying from newborns to geriatrics, and respiratory therapy services. These specialized fields act as the backbone of the Patient First, Inc. where its strengths lie, as compared to other organizations. Since the Healthcare Express also has, some of this specialized in house services, Patient First, Inc. gives it tough competition, and clients have to choose between these two competitors when deciding on most of the services and products (Stewart & Hirsch, 2011).. The other strengths for Patient First, Inc. is that the company is dedicated to offering quick, personalized...
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... Introduction Complex health care delivery systems in the USA Describing health care delivery structure at MGH Comparing health care delivery system with SGAH Factoring licensing and regulatory requirements Quality affecting pricing Health Care Delivery Structure of MGH Decentralized model Hybrid organizational model Service‐based health care delivery structure Predominantly utilitarian authority structure Health Care Systems of the Competitor SGAH represents the hierarchical organization Centralized organizational model Mutual beneficiaries system Predominantly normative authority structure SGAH positions itself as a specialty hospital Licensing and Regulatory Effects The Center for Disease Control and Prevention (CDC) Health insurance portability and accountability act (HIPAA) Occupation safety and health administration (OSHA) Health services cost review commission (HSCRC) Licensing and Regulatory Effects Licensing and Regulatory Effects (Continued) Health Information Technology for Economic and Clinical Health Act (HITECH) Certificate‐of‐need (CON) Prospective payment system (PPS) Balanced budget act (BBA) Regulations Affecting Health Care Patient protection and affordable care act (PPACA) Recovery Audit Contractor (RAC) program Observation admit status Mandatory electronic health records Pricing and Competition Trends Hospitals positioning and differentiation Hospitals competing for patients...
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...Company Introduction, Market Segmentation, and Product Positioning Clifford Clarke Dr. White MKT 500 04/28/2013 Company Introduction, Market Segmentation, and Product Positioning Service Description and Situational Analysis In the competitive business environment, organizations have to deal with the complexity of rising customer expectations and greater workspace demands. Managers of any organization are challenged with the need to continually motivate employees to sustain high levels of customer satisfaction. According to Stershic, author of the book “Taking Care of the People Who Matter Most, the employees are truly the most powerful medium for conveying the brand to customers (Stershic, 2008). Employer sponsored wellness programs have been on the rise in recent years; according to a survey conducted to 361 organizations in the Chicago area by the Rush University Medical Center, the organizations are highly interested in engaging employees in healthier behaviors by encouraging healthier lifestyle habits. The organizations are realizing that implementing wellness initiatives has the potential to boost productivity and reduce indirect medical costs (Rush University Medical Center, 2012). Organizations such as Johnson & Johnson have embraced health and wellness programs towards reducing risks such as unhealthy eating, physical inactivity, and obesity among their employees, using these programs to establish company-wide performance goals (Johnson & Johnson...
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...2/27/12 Generic Competitive Strategies - eNotes.com Generic Competitive Strategies Generic Competitive Strategies Three of the most widely read books on competitive analysis in the 1980s were Michael Porter's Competitive Strategy, Competitive Advantage, and Competitive Advantage of Nations. In his various books, Porter developed three generic strategies that, he argues, can be used singly or in combination to create a defendable position and to outperform competitors, whether they are within an industry or across nations. Porter states that the strategies are generic because they are applicable to a large variety of situations and contexts. The strategies are (1) overall cost leadership; (2) differentiation; and (3) focus on a particular market niche. The generic strategies provide direction for firms in designing incentive systems, control procedures, and organizational arrangements. Following is a description of this work. OVERALL COST LEADERSHIP STRATEGY Overall cost leadership requires firms to develop policies aimed at becoming and remaining the lowest-cost producer and/or distributor in the industry. Company strategies aimed at controlling costs include construction of efficient-scale facilities, tight control of costs and overhead, avoidance of marginal customer accounts, minimization of operating expenses, reduction of input costs, tight control of labor costs, and lower distribution costs. The low-cost leader gains competitive advantage by getting...
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...Strategy and Positioning Paper Jaime Quintero, David Nieto, Letty Ramos, Juanita Murillo, Vanessa Martinez, Arisandi Torres, Cesar Zamarripa, Edgar Zubia MKT/421 March 16, 2015 Salomon Chavira Strategy and Positioning Paper Hill-Rom is preparing to launch its breakthrough electronic health records (EHR) software application MedStat. Market research indicates that MedStat will be the first available application with the capability to integrate with an organization’s current EHR databases. What follows details the organization, specific market research, product overview and details, a marketing strategy, and a forecasted budget. As part of this process Hill-Rom conducted a comprehensive SWOT analysis and used the analysis in the further development of its marketing plan. Hill-Rom developed its marketing plan by examining product life cycle, positioning and differentiation, and public relations issues. Hill-Rom also developed strategies for pricing, placement, and promotion. Organizational Overview Hill-Rom is a company created during the Great Depression when the founder saw an opportunity to market wooden hospital furniture to local hospitals in Indiana. The company rapidly expanded from there, creating innovative new products in response to the needs of the nurses and patients company representatives came into contact with every day (Hill-Rom, n.d.). The company’s large array of products are centered on a single company mission, to “make a positive difference...
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...Case 34 General Motors What are key forces in the general and industry environments that affect the U.S. auto industry, and General Motors? General Motors (GM) has suffered different threats and difficulties that have put in risk the continuity of its production. Before the year 2000, GM has been going through different production, financial, and development problems. Wagoner has tried in different ways to address each problem in order to make GM more successful. Unfortunately GM had high losses that have made it very difficult to solve those problems. All this is due to a very competitive environment in each there were different forces that affect the development of the firm. According to Porter’s Five-Forces Model of the Industry, there are five aspects to analyze, the threat of new entrants, the bargaining power of buyers, the bargaining power of suppliers, the threat of substitute products and services, and the intensity of rivalry among competitors in an industry. First, the threat of new entrants highly affected the firm. GM has so many divisions and units which made the firm weak in its integration. GM had 27 different units within the firm that purchase parts that made it difficult to achieve economies of scale. All those units worked independently and do not contribute each other. In other to solve that, Wagoner started working to integrate each unit, especially overseas. Also, he took the decision to reduce the number of units and divisions which...
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...Hospital Executive summary The health care market in the Northeastern Ohio has been experiencing tremendous changes in the last few years. These changes have been more prominent among the health services for seriously ill children. Institutions that have in the past been involved in other health care services have turned to pediatrics. In order to combat this, Akron Children's Hospital has resulted to trying to understand the decision making procedures on institution or physician selection among the parents with seriously sick children. This was in an effort to differentiate itself from the other health care service providers. With the identification of similarities in advertisement approaches within the major contenders for the Industry, more unique differentiation strategies were sought through researches to identify how to best communicate with the customers in a unique way that would give the company a competitive edge over other service providers. Marcus Thomas LLC, the researcher contracted by Akron Children's Hospital, used telephone interviews and focus groups in learning the decision making behaviors. In both research approaches, parents with children between the ages of one month and eighteen years were sampled. The geographical spread of the sample exceeded the Summit County, where the hospital is based. From the survey, it was inferred that the decision makers use their emotions rather than rationality when making decisions on health care provision for their children...
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