Looking at the following reading, why do you think that Convenience Hospital Positioning is very important in
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Looking at the following reading, why do you think that Convenience Hospital Positioning is very important in health care marketing. Why could this positioning be more important to the average day man than say High-Quality Hospital Positioning or Population Health Hospital Positioning?
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2. Convenience Hospital Positioning A convenience-based positioning aligns with consumers' needs for hospital services such as maternity, diagnostic testing, rehabilitation, physical therapy, and urgent and emergency care. Consumers also want competitive prices, easy access, and personalized services. Convenience is often a strength of community hospitals with a number of ambulatory satellite offices. Competitors will be other community hospitals in the market as well as national retail clinics at Target, CVS, and Walmart and concierge medicine practices such as MDVIP. A hospital needs a unique, valuable competitive advantage to differentiate itself from market competitors. Online scheduling can be a differentiator that allows hospitals to acquire more patients. A Healthgrades study found that about 80% of consumers prefer online scheduling across both primary care and specialties. The consumers who most prefer online scheduling book more appointments and tend to be younger, more affluent, and higher-educated. When given a choice between physicians with similar experience, proximity, availability, and patient satisfaction ratings, the vast majority of 82 consumers (81% for PCPs, and 77% for specialists) choose the physician who provides online scheduling. Benefis Health, a rural 220-bed health system in Great Falls, Montana, uses online scheduling from Experian Health. The patient scheduling tool is a data-driven scheduling platform that improves patient access. About 50% of Benefis appointments are now booked online after business hours, and this percentage is increasing. Hospitals can analyze their appointment data to further improve access. Additionally, Benefis combines scheduling with the Experian Health mobile patient financial tool. Patients use this tool to receive an accurate price estimate based on their insurance plan. Patients can also choose to make an 83 advance payment or other payment arrangements. 2. Convenience Hospital Positioning A convenience-based positioning aligns with consumers' needs for hospital services such as maternity, diagnostic testing, rehabilitation, physical therapy, and urgent and emergency care. Consumers also want competitive prices, easy access, and personalized services. Convenience is often a strength of community hospitals with a number of ambulatory satellite offices. Competitors will be other community hospitals in the market as well as national retail clinics at Target, CVS, and Walmart and concierge medicine practices such as MDVIP. A hospital needs a unique, valuable competitive advantage to differentiate itself from market competitors. Online scheduling can be a differentiator that allows hospitals to acquire more patients. A Healthgrades study found that about 80% of consumers prefer online scheduling across both primary care and specialties. The consumers who most prefer online scheduling book more appointments and tend to be younger, more affluent, and higher-educated. When given a choice between physicians with similar experience, proximity, availability, and patient satisfaction ratings, the vast majority of 82 consumers (81% for PCPs, and 77% for specialists) choose the physician who provides online scheduling. Benefis Health, a rural 220-bed health system in Great Falls, Montana, uses online scheduling from Experian Health. The patient scheduling tool is a data-driven scheduling platform that improves patient access. About 50% of Benefis appointments are now booked online after business hours, and this percentage is increasing. Hospitals can analyze their appointment data to further improve access. Additionally, Benefis combines scheduling with the Experian Health mobile patient financial tool. Patients use this tool to receive an accurate price estimate based on their insurance plan. Patients can also choose to make an 83 advance payment or other payment arrangements.
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Convenience Hospital Positioning is very important in healthcare marketing because it addresses consumers fundamental needs for accessible and easily ... View the full answer
Related Book For
Management A Practical Introduction
ISBN: 978-0078112713
5th edition
Authors: Angelo Kinicki, Brian Williams
Posted Date:
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