Marketing Forces and Diversification
As American society becomes increasingly ethnically diverse through immigration, relocation, birth rates and other factors, our hospitals must hone their sensitivity to resulting changes in community health needs. In addition, rigorous competition among hospitals requires sensitive, targeted marketing strategies attractive to diverse populations. An excellent example of responsive marketing and health care is given in Noonan's and Savolaine's article. The intelligence and success of the subject community hospital's approach shows that at least a hybrid of its approach should be followed in marketing to and serving a hospital's community.
Analysis with Noonan and Savolaine Article as the Focus
Thoughts about the Market Orientation of the Community Hospital
Focusing on Noonan and Savolaine article's examination of marketing obstetrical services in a diverse Midwestern market, the community hospital showed considerable wisdom in closely examining its prospective patient population by reviewing discharge data for obstetrical patients and asking doctors do define their patients' ethnicities and cultures. (Noonan & Savolaine, 2001). Believing that the service area analysis dividing area ethnic populations into "72.2% non-Hispanic white, 7% African-American or black, 0.5% Native American, 11.2% Asian or Pacific Islander and 9.1% other" (Noonan & Savolaine, 2001) did not show the unique population features, the community hospital further divided the Caucasian population and Asian population into 4 major target ethnic groups: "Korean; Middle Eastern; Muslim (Middle Eastern, Pakistani and Indian) and Hispanic (Mexican, Puerto Rican and Cuban)" (Noonan & Savolaine, 2001). After defining its major target groups, the hospital tailored marketing with specific steps to "differentiate services from competitors," "family-centered program of care" and "enhance…marketing presence" among those target groups (Noonan & Savolaine,...
It is focused on promoting the facility through: both online and offline sources. The basic idea with their philosophy is to use the various forms of mediums to highlight the achievements of the facility. This will help to fuel long-term growth and innovation. At the same time, it is keeping the hospital at the forefront of medicine. When you put these different elements together, it is clear that their
Kaiser Permanente - Marketing Forces and Diversification Kaiser Permanente shares the concerns of other American hospitals regarding competing effectively with other hospitals while constantly improving quality of care. Kaiser is unique, however, in that its scope and resources allow it to mount an aggressive, nationwide marketing campaign directed at least theoretically to every American. Though it is difficult to reduce the success of Kaiser's marketing activities to numbers, Kaiser certainly shows
In order to be known into the market place and as a new entrant, the company will provide its target market with an affordable cost while providing them a high quality products and services. The company will be given the customer and client a price that is lesser than its competitors so that the consumer will be enhanced to buy and patronize the Global Smart Card. Each card is
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Figure 6 resoundingly illustrates how critical reassurance of cleanliness and quality are to anyone who purchases toothpaste. Integrated Marketing Communications Objectives First, to conclusively align the snore reduction aspects of the tooth paste with accentuated health through immunity from bacteria and a feeling of cleanliness from using the toothpaste periodically. Second, to define a unique and defensible marketing position for the snore reduction tooth paste including a unique value proposition that will
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