MARKETING

Marketing Forces and Diversification



Marketing Forces and Diversification

Question 1: What do you think about the Market Orientation of the community hospital?

In order to assess the marketing orientation of the community hospital, the framework of Noonan and Savolaine has been used. With the increase in numbers of managed care plan enrollee, community hospitals are likely to focus on organizational buyers as valuable customers (Noonan et al. 2001).

The marketing functions of hospitals have been widely accepted as the means of learning about the conditions of markets, for attracting sufficient resources, for developing appropriate services, and for communicating the availability of goods and services to those who may be able to purchase them. The structure, tasks, and effectiveness of marketing have been the subject of increased inquiry by researchers and practitioners alike. A thorough understanding of hospital marketing in a highly managed care environment has been a growing concern (Noonan et al. 2001).

Hospital Marketing includes following categories and will elementary change the process structure and operations:

The dimensions of Hospital Marketing: service-mix, access-mix, consideration-mix and promotion-mix.

The legal principles and conditions for a market-orientated hospital management: requirements of the legislator and the support of market-orientated behavior patterns (Eastaugh 2008).

Question 2: What do you think created the change?

Change in every industry has become as an essential element to survive in the market and to satisfy customers. Branding represents a strong alternative for hospitals of establishing a competitive advantage that can influence the consumer behavior by taking part at building up consumers' preferences and helps it differentiate itself from competitors. A known brand with constant changes, relevant to the needs of the market, can put the basis for a positive image of a hospital and can also be means of communication with positive effects on the hospital's identity due to the high-brand recognition it ...