Marketing for service organizations differs in that it will require the strategy and implementation of 3 phases of the service rendered, including pre-service, point of service, and after service phases of marketing. The pre-service phase of requires organizational focus on developing the service to be a needed and “product” that is accessible and sought after by the targeted community. The HCO service aspect s of pricing and brand for and organization are also developed during the pre-service phase to assist in marketing strategy (Swayne, Duncan, & Ginter, 2009).
The point of service phase of HCO service marketing is the aspect that entails developing high quality, and value loaded “products” to the targeted market. It specifically delineates the quality of the clinical services from the operational/process perspectives and is the core of the HCO product delivery, for example, how well was a surgery performed, or How competent was the nursing care? Or was the facility using state-of-the art equipment? These are the aspects that measure the quality of care. The aftercare of service is also important as this phase of marketing will entail the follow processes that help define the quality of service and access to continued care. The component s addressed include the follow up clinical care to measure healing and following of the prescribed care and treatment plan, as well as the use of surveys to measure the quality of care from the patients perspective and correct billing and customer care (Swayne, Duncan, & Ginter, 2009).
A CEO of a hospital might start with targeting a specific population with a specialized type servicing that can only be provided at their facility, or best provided at their facility. For example a region with a concentrated population of Jewish families will have specific health care needs that accommodate their religious ideologies and customs surrounding the Sabbath, and exercising other tenets of their faith. A hospital that has specialized training, staff, and education to assist and facilitate their needs is likely to gain them as clientele when there is a choice of providers.
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