Positioning and Differentiation Strategies of Hospitals

Positioning and Differentiation Strategies

Introduction

In various types of organization there are well planned marketing and branding approaches that offers various course of action for developing a marketing campaign which is effective. The marketing and the branding strategies of hospitals are considerably the key factors of consideration in the development of the comprehensive marketing plan. However, they are also the key factors in the success of the organization. In this research the two of the Medical Centers are being compared with their positioning and the differentiation strategies. Both the Medical centers i.e. the North Colorado Medical Centre and the other Medical Center of Rockies, have marketed themselves in society as extraordinary examples of health care providers by providing quality care (Wall, 2000). The core reason of this paper is the examination of positioning as well as the differentiation strategies which are used by both North Colorado Medical Centre as well as the Medical Center of the Rockies in order to market their organizations actively (Entrepreneur, 2012).

A well-designed marketing concept provides a course of action for the development of a comprehensive marketing initiative that will help attract an individualize market that has not been considered. In order to build a strong marketing strategy, the company or the organization must evaluate the target market and give a well thought before applying their designed strategy (Wall, 2000). The organization of Health care must need to position themselves and get separated from its competitors by offering their own services in a complete unusual way in order to set themselves apart from the competition. At giving a first glimpse, both the health care organizations first offer similar services and products; but by providing the distinctive services, the organizations can even attract the base of new customers and develop long lasting relationships in between the customers and the organizations.

Discussion

North Colorado Medical Center General History

North Colorado Medical Center (NCMC) has its roots in northern Colorado that date back to 1904. Its name changed from Weld County Hospital to Weld County General Hospital and finally to North Colorado Medical Center in the mid-1980s. This facility has 378 beds and is fully accredited. The cardiac program was recently recognized as one of the Top 100 in the country. NCMC is designated as a level II trauma center and has two helicopters to help transport patients quickly for care. NCMC also has 2,900 employees which include over 250 active physicians (Banner Health, n.d.).

North Colorado Medical Center Positioning Strategy

Even though Medical Center of the Rockies has strategic positioning and differentiation strategies to help attract their target market, North Colorado Medical Center has some positioning and differentiation strategies as well. One of North Colorado Medical Center positioning strategy is to provide care to all residents in the area (Entrepreneur, 2012). The organization provides care to all residents in the area because their products and services are not personalized exclusively to the needs of any special target market population such as burn victims and trauma ...