Health Care System Positioning and Differentiation
Health Care System Positioning and Differentiation
HCS 539
Health Care System Positioning and Differentiation
A well planned marketing and branding tactic will offer a course of action for the maturity of an effective marketing campaign. A hospital’s marketing and branding strategies are key components of consideration in the development of all encompassing marketing plan. Mercy Health Systems and Crozer-Keystone Health Systems have both successfully marketed themselves in the community as outstanding health care providers. The purpose of this paper is to discuss the different strategies used by Mercy Health Systems’ and Crozer-Keystone Health Systems’ to actively market their organizations. A well planned marketing approach provides a course of action for the expansion of a thorough marketing initiative that will attract a distinguished market that has not been previously considered. An organizations target market is a detailed group of consumers that the organization aims its products and services. The target customers are those who are most likely to become clients of the organization. To create a suitable strategy, the organization’s target market must be evaluated and well thought-out. It is very important that health care systems develop a plan for the target market within the surrounding community. Health care systems must position themselves separate and unique from its competitors. All health care systems, at first sight, all offer primarily the same services and products. By providing a unique service, the company can attract a new customer base and develop lasting relationships between the customer and the organization. An organizations target market has to be as unique as the services and products offered to attract the new customer base. Mercy Health System is the most prevalent Catholic health care system servicing the residents of Delaware County and the surrounding areas (Mercy Health System, 2010). With a focus on developing an
HCS 539
Health Care System Positioning and Differentiation
A well planned marketing and branding tactic will offer a course of action for the maturity of an effective marketing campaign. A hospital’s marketing and branding strategies are key components of consideration in the development of all encompassing marketing plan. Mercy Health Systems and Crozer-Keystone Health Systems have both successfully marketed themselves in the community as outstanding health care providers. The purpose of this paper is to discuss the different strategies used by Mercy Health Systems’ and Crozer-Keystone Health Systems’ to actively market their organizations. A well planned marketing approach provides a course of action for the expansion of a thorough marketing initiative that will attract a distinguished market that has not been previously considered. An organizations target market is a detailed group of consumers that the organization aims its products and services. The target customers are those who are most likely to become clients of the organization. To create a suitable strategy, the organization’s target market must be evaluated and well thought-out. It is very important that health care systems develop a plan for the target market within the surrounding community. Health care systems must position themselves separate and unique from its competitors. All health care systems, at first sight, all offer primarily the same services and products. By providing a unique service, the company can attract a new customer base and develop lasting relationships between the customer and the organization. An organizations target market has to be as unique as the services and products offered to attract the new customer base. Mercy Health System is the most prevalent Catholic health care system servicing the residents of Delaware County and the surrounding areas (Mercy Health System, 2010). With a focus on developing an
References: Crozer-Keystone Health Systems. (2007). Crozer-Keystone Health Systems. Retrieved from http://www.crozer.org/CKHS/ Entrepreneur Media, Inc. (2010). Target market. Retrieved from http://www.entrepreneur.com/encyclopedia/term/82498.html Hyatt, L. (2001, January Day). A Simple Guide to Strategy - managing long-term care – Company Business and Marketing - Brief Article - Industry Overview [Article]. Message posted to http://findarticles.com/p/articles/mi_m3830/is_1_50/ai_70037223/ Mercy Health System. (2010). Mercy Health System. Retrieved from http://www.mercyhealth.org/