Health Care System Positioning and Differentiation Essay

1540 Words May 3rd, 2011 7 Pages
Health Care System Positioning and Differentiation

HCS 539

Health Care System Positioning and Differentiation

A well planned marketing and branding tactic will offer a course of action for the maturity of an effective marketing campaign. A hospital’s marketing and branding strategies are key components of consideration in the development of all encompassing marketing plan. Mercy Health Systems and Crozer-Keystone Health Systems have both successfully marketed themselves in the community as outstanding health care providers. The purpose of this paper is to discuss the different strategies used by Mercy Health Systems’ and Crozer-Keystone Health Systems’ to actively market their organizations. A well planned marketing approach
…show more content…
The claim of the health system is that they strive to respond to the needs of the community and they recognize that the ultimate product of quality care is a healthy community (Crozer-Keystone Health System, 2007). A vision of Crozer-Keystone Health Systems is to discover and apply new technologies and to embrace justifiable alternative forms of care (Crozer-Keystone Health System, 2007). The health system is also committed to an academic mission to educate not only clinicians but also caregivers (Crozer-Keystone Health System, 2007). Alternative care and education can attract not only the new customers but also, if advertised efficiently, new innovative staff members. Although Mercy Health System and Crozer-Keystone Health System may provide the primarily the same services and in the same area, their marketing in the community have similar but different aspects in the community. By distinguishing a difference other providers Mercy Health Systems can develop its distinctive focus. Mercy Health Systems position is to provide quality care to the surrounding community without regard for ability to pay. Mercy Health Systems also focuses on its ministry to serve people by making them healthy. Crozer-Keystone Health System’s focus is also on the people of the community but its secondary focus is to educate clinicians and caregivers and to implement and explore new technologies. Mercy Health Systems has a more compassionate, missionary position were

Related Documents