Evaluate whether strategy or structure comes first in my health care organization.Please respond to these question separately and please add the references under each response discussion
Please respond to these question separately and please add the references under each response discussion
Market Entry Strategies
Discussion 1 response
Marketing for service organizations differs in that it will require the strategy and implementation of 3 phases of the service rendered, including pre-service, point of service, and after service phases of marketing. The pre-service phase of requires organizational focus on developing the service to be a needed and “product” that is accessible and sought after by the targeted community. The HCO service aspect s of pricing and brand for and organization are also developed during the pre-service phase to assist in marketing strategy (Swayne, Duncan, & Ginter, 2009).
The point of service phase of HCO service marketing is the aspect that entails developing high quality, and value loaded “products” to the targeted market. It specifically delineates the quality of the clinical services from the operational/process perspectives and is the core of the HCO product delivery, for example, how well was a surgery performed, or How competent was the nursing care? Or was the facility using state-of-the art equipment? These are the aspects that measure the quality of care. The aftercare of service is also important as this phase of marketing will entail the follow processes that help define the quality of service and access to continued care. The component s addressed include the follow up clinical care to measure healing and following of the prescribed care and treatment plan, as well as the use of surveys to measure the quality of care from the patients perspective and correct billing and customer care (Swayne, Duncan, & Ginter, 2009).
A CEO of a hospital might start with targeting a specific population with a specialized type servicing that can only be provided at their facility, or best provided at their facility. For example a region with a concentrated population of Jewish families will have specific health care needs that accommodate their religious ideologies and customs surrounding the Sabbath, and exercising other tenets of their faith. A hospital that has specialized training, staff, and education to assist and facilitate their needs is likely to gain them as clientele when there is a choice of providers.
Market Entry Strategies
Discussion response 2
SP Date: February 15, 2012 11:31 PM
How does the marketing of a service organization differ from the marketing of a physical product? What recommendations would you give to the CEO of a local hospital that is attempting to differentiate itself from others in the area?
Marketing of a service organization differ from the marketing of a physical product because a service is intangible and quality of the organizations service may be hard to compare versus comparing a physical product. A service is built on how well a particular person delivers on a service. Marketing a service is like marketing relationship and value, Also the physical appearance of the company’s building and employees will play a major role in how the organization is perceived, as image has a large impact on customer choice and customers will pay for something that look of value.
Product marketing focuses on product, pricing, place, and promotion. Product marketing deals with marketing the product to prospects, customers, and others. The people you are trying to make your product appeal to is the general public, your consumer market. There is a target audience that is selected depending on what studies show who the item will appeal to. It is also important to keep in mind that you can return a product but you cannot return a service that you are not happy with.
Recommendations I would give to a CEO of a local hospital that is attempting to differentiate itself from others in the area is to put good genuine energy into a good strong customer service approach and be unique and creative, but simple, sending a message that says how much the organization strives to make a difference in the lives of others. My thought is that if you have a good hook, people will bite (listen). This may spark more of an interest for consumers because inquiring minds want to know.
Discussion 3 response
Describe vertical integration in terms of patient flow in your health care organization. Evaluate the integration as it relates to forward and backward integration strategies.
Vertical integration strategy is a decision to grow along the channel of distribution of the core operations. Thus, a health care organization may grow toward suppliers or toward patients. When an organization grows along the channel of distribution toward its suppliers (upstream) it is called backward vertical integration. When an organization grows toward the consumer or patient (downstream) it is called forward vertical integration (Swayne, Duncan, & Ginter, 2008, p. 206).
One-way that vertical integration has helped Cincinnati Children’s Hospital is to help ensure the patients are safe and taken care of. One way this has been completed is by making sure that their records are safe. By transferring their paper records to the electronic forms has helped keep vital records and other information safe. “As the submission filed by the Cincinnati Children’s Hospital Medical Center attests, the greatest risk management issue many EMR – EHR projects faced was the prospect that clinicians might not buy into organizations’ commitment to clinical IT. As it developed, those clinical areas of Cincinnati Children’s in which physician buy in was strongest were where EMR – HER implementation ultimately proved most beneficial. Much of that came down to the pre-implementation planning, which in one sense began as early as 1995 with the appointment of a CIO and the establishment of a budget for new capital infrastructure. By the time of the EMR – EHR go live in the first quarter of 2002, the process of preparing the institution had been largely employee driven” (The Healthcare Information and Management Systems Society, 2006, p. 3).
Recent major trends in health care systems have been, first, to provide all elements of the care continuum from health insurance, outpatient and inpatient services to long-term health maintenance, and second, to develop system-wide integration of administration, clinical care, information technology, and financing. Those have not only tried to integrate multiple organizations through partnerships, but have also integrated internal functions—a step that is encouraged as an integrated healthcare delivery system tries to show its unique values as an advantage over competitors (Wan, MA, & Lin, 2001, p. 1).
This all works because of one simple proceed. To help maintain the safety of patients they have been able to increase other areas of patient volume as well. Being able to strategically place were programs go and who manages them; helps employees feel like they belong or have a sense of belonging.
Market Entry Strategies
Discussion 4 Response
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