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 extraordinary patient-care experience, Mercy Health System is made up of over 8,000 staff members (Mercy Health System, 2010). Mercy Health Systems considers itself as a “significant force in creating an environment where competence and compassionate care meet” (Mercy Health System, 2010, p. 3). Mercy Health Systems is comprised of four acute-care hospitals, a continuing care facility, a home health care agency and two Medicaid managed care health plans (Mercy Health System, 2010). Mercy Health Systems positions its self in the community as a provider of compassionate care and community access to quality health care services. Mercy Health System’s target market is aimed towards individuals who are looking for an environment that has respect for each person and a sacredness of human life, a commitment to the poor, and to care for and build up the health care ministry (Mercy Health System, 2010).
Crozer-Keystone Health System is the foremost provider of health care in Delaware County (Crozer-Keystone Health System, 2007). Crozer-Keystone Health System has more than 1100 physicians and 7100 employees (Crozer-Keystone Health System, 2007). It is a major employer in Delaware County (Crozer-Keystone Health System, 2007). Crozer-Keystone’s mission is to obligate to working with the community to build healthy neighborhoods to live and work in (Crozer-Keystone Health System, 2007). The health system is also dedicated to improving the health of the community and the surrounding areas (Crozer-Keystone Health System, 2007). Crozer-Keystone Health System is comprised of 15 hospitals and facilities, including a sports club, occupational health center, an MRI center and Emergency Medical Services (Crozer-Keystone Health System, 20107). Crozer-Keystone Health System’s target market is aimed at individuals interested in a dedicated provider of high quality health services (Crozer-Keystone Health System, 2007). The Crozer-Keystone Health Systems website states that...