Market research on changi hospital

SERVICES
MARKETING PLAN
________________________________________

WAITING TIME AT THE ACCIDENT & EMERGENCY (A&E) DEPARTMENT

CONTENTS

TITLE PAGE

1
LIST OF FIGURES AND TABLES

2
1. Executive Summary
3

2. Introduction to Changi General Hospital, Singapore

4
3. Situation Analysis
3.1. SWOT Analysis
3.2. Target Market Segmentation
3.3. Positioning

5 - 8
5 - 6
6 - 7
7 - 8
4. Marketing Objectives
8

5. Services Marketing Audit
8 - 11

6. Recommendations

11 - 14

7. Conclusion

14

REFERENCES

25 - 30

APPENDICES

15 - 24

16
17 - 19
20
21
22 - 24
APPENDIX I
APPENDIX II APPENDIX III
APPENDIX IV
APPENDIX V

The Flower of Service
Changi General Hospital SWOT Analysis
News Article
Positioning Map
Changi General Hospital Service Blueprint

FIGURES AND TABLES

FIGURE 1
FIGURE 2

TABLE 1
TABLE 2

Service Quality Gap Model
‘See and Treat’ Process Flowchart

Changi General Hospital SWOT Analysis
Changi General Hospital Target Market Segment
11
13

5
6

1. Executive Summary
Hospital bed occupants no longer are merely patients; they are consumers of hospitals’ healthcare services, and they make the actual choice of where to seek for medical treatment. However, the reality that measures to build physical facilitates equipped with medical equipment and a pipeline of qualified healthcare professionals in the healthcare industry are not put in place sufficiently long to meet the high demand for healthcare needs, especially for the aging population, has resulted in an increasing voice of dissatisfaction on medical services at the emergency department during this interim. As the preferred hospital for residents in eastern Singapore, Changi General Hospital (CGH) possesses medical expertise, in particular, in the sports and exercise medicine discipline, to provide quality healthcare services. However, it has been encumbered with patients’

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