Evaluate whether strategy or structure comes first in my health care organization.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.
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
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