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Positioning and Differentation

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Positioning and Differentation
Positioning and Differentiation Paper
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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



References: Best Children’s Hospitals: General Pediatrics (2009). U.S. News & World Report. Retrieved from http://www.usnews.com/directories/hospitals/index_html/specialty+IHQPEDS/state+NY/metro_area+/name+/sort+/page_number+1/page_size+10 Best Hospitals: Heart and Heart Surgery. (2008). U.S. News & World Report. Retrieved from http://www.usnews.com/directories/hospitals/index_html/specialty+IHQCARD/state+/page_number+1/page_size+10/sort+/name+/metro_area+Nassau-Suffolk/zip+/distance+/detail+more Borna, S., & Chapman, J. (1993). Product Differentiation and Positioning: Confused Concepts. American Journal of Business, 8 (1), 51-56. HealthGrades (2009). Patient Safety. Retrieved May 1, 2009, from http://www.healthgrades.com/consumer/index.cfm?fuseaction=mod&modtype=hospitals&modact=hospitals_search_results&prodtype=hosprat&state=NY&city=&maparea=&proc=&tabset=psa New York State Department of Health (2004). Adult Cardiac Surgery in New York State [White paper]. Retrieved from New York State Department of Health: http://www.health.state.ny.us/nysdoh Schneider Children’s Hospital (n.d.). About Us. Retrieved May 1, 2009, from http://www.schneiderchildrenshospital.org/ St. Francis Hospital and Heart Center (2007). About Us. Retrieved May 1, 2009, from http://www.stfrancisheartcenter.com/chsli/sfh/live/utility/about.html

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