Related Experiment Videos
Positioning hospitals: a model for regional hospitals
1School of Business Administration, Valdosta State College, GA.
Journal of Health Care Marketing
|December 4, 1993
Summary
Hospitals must use creative marketing strategies, like positioning, to succeed in the competitive healthcare industry. This study provides a framework and case example for developing effective hospital positioning strategies.
Area of Science:
- Healthcare Marketing
- Strategic Management
Background:
- The healthcare industry faces intense competition, necessitating innovative marketing approaches.
- Positioning strategies are increasingly vital tools for healthcare marketers.
- Effective positioning requires a blend of theoretical understanding and practical application.
Purpose of the Study:
- To review fundamental positioning theory within the healthcare context.
- To present a structured framework for developing hospital positioning strategies.
- To illustrate the application of positioning strategies through a regional hospital case study.
Main Methods:
- Literature review of basic positioning theory.
- Development of a conceptual framework for healthcare positioning.
- Case study analysis of a regional hospital's marketing strategies.
Main Results:
- Hospitals require creative strategies to thrive in a competitive market.
- Positioning concepts offer a valuable strategic approach for healthcare marketers.
- The proposed framework can guide the development of effective positioning strategies.
Conclusions:
- Strategic positioning is crucial for hospitals to gain a competitive advantage.
- The integration of theory and practice is essential for successful healthcare marketing.
- Case examples demonstrate the practical utility of positioning frameworks in real-world hospital settings.