StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Strategies Marketing in Cleveland Clinic and CVS Minute Clinic - Case Study Example

Cite this document
Summary
This study "Strategy Marketing in Cleveland Clinic and CVS Minute Clinic" explores the positioning and differentiation strategies that are used by Cleveland Clinic and CVS Minute Clinic in marketing their strategies. The study considers exceptional health care providers of quality care…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.3% of users find it useful
Strategies Marketing in Cleveland Clinic and CVS Minute Clinic
Read Text Preview

Extract of sample "Strategies Marketing in Cleveland Clinic and CVS Minute Clinic"

? Health Care Health Care INTRODUCTION Health care organizations are planning marketing and branding approaches in order to offer an action for developing effective marketing campaigns though the hospital marketing and branding strategies. Nevertheless, there are key factors considered in developing a comprehensive marketing plan. Cleveland Clinic and CVS Minute Clinic have engaged in an effective marketing; thus, they are considered exceptional health care providers of quality care. Therefore, the paper will explore the positioning and differentiation strategies that are used by Cleveland Clinic and CVS Minute Clinic in marketing their strategies. A concept entailing a well designed marketing offers guidance to the development of comprehensive marketing initiatives, which assists in attracting individualized markets. The target market of health care organizations comprises of group of customers through their services and goods. This creates the need for a good strategy, and the target market is evaluated the well thought-out in order to develop a plan for targeting surrounding community. Therefore, health care organizations position themselves in a way that separates themselves from the competitors. In this case, heath care organizations offer the similar services and products, thus by providing unique services the organization leads attraction of new customer’s base and development of a substantial relationship between customers and organization. Moreover, the organization target market is considered unique through the services and products that they offer in order to attract new customers. Competitive health care industry requires a periodic examination of products and services in order to ensure that the products and services offered to the patients are of high quality. Therefore, hospital differentiation and positioning are considered crucial elements of marketing strategy in a way that differentiates their services from their competitors. SIMILARITIES Cleveland Clinic and CVS Minute Clinic have positioned themselves in a community, in a way that makes them be considered as quality health care providers. Through their well-planned marketing and branding strategies, they are able to ensure that both facilities are attracting new patients. The hospitals have also been conducting periodic surveys in order to identify target segment within a certain area. The hospitals provide unique services in order to part themselves from the competitors. On the other hand, there is a need to understand the fundamental dimensions of differentiation and position in order to explore the marketing strategies of Cleveland Clinic and CVS Minute Clinic. According to Spencera, Joinerb and Salmonc (2009), differentiation relates to the process of adding a set of substantial differences that are valued by customers in a way that can distinguish the organization products and services from competitors’ offerings. Therefore, the health care institution differentiate their market through offering an along five dimensions, which include; products, services, channels, image and personnel. However, services dimensions in health care field are significant through the relations between the employees and patients. In this case, a positive experience concerning the employees and patients can create the difference of one hospital from the competitors. The hospital applies a well-planned marketing and branding tactic in order to establish a course of action for the maturity of effective marketing campaign. Moreover, they have marketing and branding strategies, which are key components of consideration through the development of their marketing plan. Cleveland Clinic and CVS Minute Clinic have an approach that offers incentives for the process of expansion through marketing initiatives, which attract distinguished market. Therefore, they are able to offer services that are desired by a certain group of consumers in the target market. The target customer refers to people who have a high likelihood of becoming clients of organization, through the creation of a suitable strategy. DIFFERENCES Cleveland Clinic Cleveland Clinic (CC) is a nonprofit organization, which was founded in 1921 during a period when the medical care was taking place in a doctor’s offices, in fact, the founders served as surgeons in the First World War (MIT Students, 2010). The hospital was established when the founders realized that they would work together in order to offer integrated, multispecialty health care services. The group practice model has prevailed until now, when it is in a major form of American health care service delivery. Moreover, the hospital has endured, blossomed in a country with largest health care centers, and it has managed to attain twenty-seven health care centers and community health centers and three affiliate hospitals. The effort differentiation by the hospital has focused on multi- disciplinary, patient-centric care, whereby the hospital care units have a rotational and linear care. They also employ a team-based care structures comprising of a Care team and Specialty Center. The hospital has also focused on providing a layer of services that surpasses the basic care since the patients are centric culture. In addition, the hospital continues to expand its services by providing and pursuing innovative and quality improvements in order to differentiate itself from competitors. The organization also has internal operations strategy and a system that supports the company’s business strategy through the provision of high quality and complex care. Externally, the hospital supports differentiation on the aspects of positioning in a competitive environment; thus, the hospital continues to outline their operation strategies and systems in a way that exploits the mundane aspects of services to differentiated and offer a competitive advantage. Positioning of products and services involves offering high quality medical care to patients, in a way that they receive a patient first context. In this case, the organizational culture and system entreats staff to offer a service that surpasses customer expectations though a continuous improvement of care. In fact, the organization’s system has become the site of radical medical innovations, though the advancement of thoracic surgery that allows them to offer the most advanced care in numerous specialties. Therefore, through this positioning, the hospital serves the patients through the doctors who refer patients to specialized hospital care that they offer to patients. In addition, the hospital treats patients in a variety of conditions, needs and resources, though it does not target the customers selectively in any segment. CC has positioned its products by defining the customer’s services around the notion of placing the patients first, through the expansion of the products that they offer to customers. The organization has also substantially improved their services and products in a way that exceeds the customer needs in order to surpass competitors, beyond their product of diagnosis and treatment. Therefore, the organization has a business strategy, which integrates care beyond expectations of diagnosis and treatment via the support of operations and strategic management. The hospital has a Care team and Specialty Institute that highlights multidisciplinary approach in a way that focuses on patient’s health. In this case, through the delivery of medical services products, they have justified an additional cost and distance, which is associated with customers who seek care at the hospital, thus providing a chance for the hospital to engage in a substantial competition, in the external environment. CVS Minute Clinic MinuteClinic is an auxiliary of CVS Caremark Corporation, which is a large provider of retail health clinics in the United Sates, whereby it operates five hundred and sixty three clinics and one hundred seasonal clinics. MinuteClinic was bought by CVS in 2006, and the clinics were integrated through a network of pharmacies, but before 2002, the hospital was known as QuickMedx. Its first institution was commenced in 2000 at Minneapolist-St Paul area Club Food stores, and they focused on dealing with a common medical condition such as flu, pregnancy, Strep throat and testing. Moreover, patients made cash payments that were less than the urgent care, emergency and other care centers. The differentiation of the organization was characterized by urgent care centers for family practices and hospitals while the practices provided continuous care to patients suffering from complex conditions. Their facilities have diagnostic ability aimed at detecting the patterns or performing problem-solving operations such as dealing with workflow and specializing clinic practitioners. The organization also depends on the mechanism of pocket payment, instead of traditional reimbursement of insurance claims. Positioning of their products and services focuses on cost effectiveness, convenience and reliability of diagnosis and treatment services. There are numerous categories of services offered by CVS MinuteClinic in order to deal with different customer needs. The organization uses market segmentation, which targets significantly younger females, who are seeking for health care services for themselves and their families. Forty percent of the patients visiting their clinics do not have PCP and total health insurance of eighty percent. Moreover, CVS MinuteClinic has their target market comprising of employed individuals by positioning their services in a way that they are accessible after work and during the weekends. Therefore, their services and products are offered through a set of limited services that allows streamlining and delivery of retail services. They are focused on providing challenges of dealing with dynamism of demand and expectations of customers. This has led to growth of customer expectations and current strategy of businesses operations, which is stressed to balancing new patient requirement through a delivery process. In conclusion, the paper has explored issues related to positioning and differentiation strategies that are used by Cleveland Clinic and CVS Minute Clinic in marketing their strategies. It has also compared these organizations by identifying the similarities and differences in their strategies. References MIT Students. (2010). Health Care Business Models and Operations Strategy: A Comparative Study of Cleveland Clinic and CVS Minute clinic. MIT OpenCourseWare. Retrieved on 4 November 2012 from: Spencera, S, Joinerb, T and Salmonc, S. (2009). Differentiation Strategy, Performance Measurement Systems and Organizational Performance: Evidence from Australia. International Journal of Business, 14(1): 84-103. Retrieved on 4 November 2012 from: < http://www.craig.csufresno.edu/International_Programs/JC/IJB/Volumes/Volume%2014/V141-5.pdf> Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Strategies Marketing in Cleveland Clinic and CVS Minute Clinic Case Study, n.d.)
Strategies Marketing in Cleveland Clinic and CVS Minute Clinic Case Study. Retrieved from https://studentshare.org/marketing/1460674-health-care-
(Strategies Marketing in Cleveland Clinic and CVS Minute Clinic Case Study)
Strategies Marketing in Cleveland Clinic and CVS Minute Clinic Case Study. https://studentshare.org/marketing/1460674-health-care-.
“Strategies Marketing in Cleveland Clinic and CVS Minute Clinic Case Study”, n.d. https://studentshare.org/marketing/1460674-health-care-.
  • Cited: 0 times

CHECK THESE SAMPLES OF Strategies Marketing in Cleveland Clinic and CVS Minute Clinic

Knowledge of Needs of Patients with Long-Term Conditions

However, this would be useful to identify the limits of professional and personal knowledge and competencies in order to use appropriate techniques and strategies to meet the needs of the patients.... Personal Attributes: Knowledge of needs of patients with long-term conditions.... Communication skills, both written and verbal....
3 Pages (750 words) Resume/CV

Extending Knowledge of the Fields of Service in Social Service

hellip; Education  2009               Masters in Business Administration (in progress) 2002               NLP Diploma Damman, Saudi Arabia 1999-2002      Bachelor in Major International Business - Minor marketing 1983-1998      Al-Faisaliah Islamic School       Membership of Professional Organizations  Board Member of MAS Group of Companies Board Member of DANATA Travels Board Member of MAS drilling Board Member of MAS Insurance Curriculum Vitae ADDRESS TELEPHONE NUMBER E-MAIL ADDRESS Objective To develop educational qualifications, professional development pathways and organizational learning cultures that continues to promote positive changes in the social services sector....
1 Pages (250 words) Resume/CV

The Position of Intern in Marketing and Management

I am very interested in your Internship because I have skills in both marketing and Management.... I didn't have your major, so I put the marketing/management major in.... I started my own business in 1998 and I still run it.... I have learned to manage all aspects of the business....
4 Pages (1000 words) Resume/CV

Application for an Office Manager Position

I graduated from an Associate of Applied Science in Mechanical Technology program at the Cuyahoga Community College in cleveland, Ohio in 1989.... The author of the paper will begin with the statement that pursuant to the job advertisement for the position of an Office Manager for the headquarters office, he is hereby applying for the said position given his academic background and extensive work experience....
2 Pages (500 words) Resume/CV

Forensic Biology and Chemistry

Have been a volunteer in the local clinic during holidays.... I have been a volunteer in our local clinic during my holidays.... An active member in local church activities.... To apply background in forensic biology and chemistry to access employment in a science field that will promote and enhance laboratory skills, computer skills, and organizational skills....
1 Pages (250 words) Resume/CV

Seeking a Marketing Manager Position with Aramco

Objective: Seeking a marketing Manager Position with Aramco after my graduation Skills and Competencies Strong organizational, administrative and analytical skills as evidenced on my achievements during my role as a passenger check agent at British Airways, Dammam, Saudi Arabia.... I'm scheduled to receive a Bachelor's Degree in marketing from one of the best Universities in the United States of America.... My solution to them was to assist them with strategies of how to decrease the weight by putting some of the weight in their handbag....
1 Pages (250 words) Resume/CV

Clinical Nurse at PHS Indian Health Hospital

I believe learning and expanding my learning to the world around.... I believe in helping humans and ensuring that I do something creative with my life so that I can be able to serve mankind and the environment around.... Life is about giving and I want to get so that I can give.... hellip; Experience USA Memorial Hospital  Head Nurse Look after patients and their care needs, and constantly update the medical condition Assign job rotation of other nurses, and to ensure that all nurses are rotated fairly Customer interaction with respect to medical needs and related family members for updates The job I am applying for is titled “Clinical Nurse” at PHS Indian Health Hospital in Pipe Ridge, South Dakota, USA....
2 Pages (500 words) Resume/CV

Josh Saler: Sales Specialist

AR — Sep 2012 - Jun 2014 - Managed a sales team (7 people) of Oracle Application sale representatives within the utilities, development & reconstruction, transportation, oil & gas sectors in Russia, growing sales revenue 2,5 times;- Developed the medium and long term sales and marketing strategies;- Administered forecasting activities;- Provided CRM accuracy;- Managed cross-BU activities in Utilities....
1 Pages (250 words) Resume/CV
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us