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Positioning and Differentiation Paper
The positioning and differentiation strategies of two nearby hospitals, St. Francis Hospital located in Roslyn, New York and the Schneider Children’s Hospital in New Hyde Park, New York will be discussed in this article. These two institutions are located in Long Island, New York and are approximately 5.2 miles apart from each other, servicing the nearby counties of Queens, Nassau and Suffolk. These renowned facilities are recognized for their specialty services throughout New York as well as the United States. The intent of this article is to examine the positioning and differentiation marketing strategies of these hospitals; how they have created and established a unique, identifiable image of their products and services (Positioning) and how their services differ from other institutions, and each other, to influence the consumer’s perception and preference (Differentiation).
Saint Francis Hospital: The Heart Center
Founded by the Franciscan Missionaries of Mary in 1922, St. Francis Hospital is a full-service, 279-bed, nonprofit facility, located in the affluent area of Roslyn, New York. St. Francis is the only hospital in New York designated as a cardiac center (St. Francis Hospital and Heart Center, 2007). The institution declares to offer one of the leading cardiac care programs in the country, providing such services as cardiac surgery, catheterization, angioplasty and the diagnosis and treatment of cardiac arrhythmias (St. Francis Hospital and Heart Center). According to the New State Department of Health, the hospital has performed the highest caseload of cardiac surgery and catheterizations in the state with mortality rates significantly below the statewide average (New York State Department of Health, 2004, p. 14). The organization is very proud of these achievements and has announced its position in various advertisements found on local television, radio stations, community newsletters and a regional major newspaper across Long Island. The reputation of excellence, low mortality and using highly-advanced technology has been an excellent marketing strategy when differentiating this institution amongst local hospitals that perform the same procedures. The hospital also promotes that nearly all of its cases of isolated heart valve repair are carry out by a minimally invasive approach (St. Francis Hospital and Heart Center). Besides being acclaimed for cardiac surgery for all ages, the hospital is also offers full-service healthcare to its surrounding communities. The hospital treats patients in over two dozen different departments, including emergency services. The hospital was also rated one of the safest hospitals in the nation and ranked number 2 in New York State (HealthGrades, 2009). These ideal characteristics of the facility are found in all their promotional advertisement throughout the Long Island region. These ideal attributes positions their services to create a perception of uniqueness and high quality to patients, especially cardiac patients. Saint Francis Hospital has sparked an appeal to many because of these model techniques and statistics; most cardiac patients prefer to be treated at this facility. This differentiation strategy has been a successful venture; it has made the hospital the number one choice for cardiac care in the counties of Nassau and Suffolk among the 4 surrounding hospitals providing similar services (Best Hospitals, 2008).
Schneider Children’s Hospital
The second hospital of discussion is the Schneider Children’s Hospital (SCH); this institution is a 154 bed tertiary hospital located in New Hyde Park, New York and is part of the North Shore-Long Island Jewish Health Care System. The hospital is committed to the complete care of children, from premature infants to adolescence. Since its inception in 1983, the hospital has...