Complete the Chapter 8 Case Study, putting your answers in writing in an informa

Question

Complete the Chapter 8 Case Study, putting your answers in writing in an informal one-to two-page response (not a formal paper). Consider the following case: Metro General Hospital (MGH) was in heated competition with the other large hospital in its service area for healthcare consumers' business. MGH initiated a marketing planning process to develop a strategy for counteracting the hard-sell approach adopted by its competitor. The goal MGH establishec during the strategic planning process was to become recognized as a partner in care and an organization that serves the best interests of the consumer. This approach was considered appropriate to counter the more aggressive strategy of the competing facility The strategy the hospital adopted centered on an approach to educate the market. MGH endeavored to establish itself as the authority on healthcare in the service area. It wanted to demonstrate its intent to inform the consumer while providing the resources by which consumers could maintain and enhance their health. The marketing plan focused on health education programs for the general public, informative radio and television spots, and educational articles in the print media. This strategy eventually paid dividends as a growing number of healthcare consumers began to respond to this educational approach and react negatively to the hard sell of the competing hospital. After reviewing the preceding case, address the following points: To what extent did MGH attempt to frame the marketing strategy within the context of the organization's strategic plan? What are the advantages of taking a low-key educational approach to marketing the hospital? What are the disadvantages of taking a low-key educational approach to marketing the hospital? Have developments arisen within the healthcare-consuming population that might make such a strategy attractive or unattractive? How is this approach more consistent with a progressive philosophy of healthcare than a hard- sell approach? . . . . . This assessment illustrates the following course outcomes listed on your syllabus CO 5: Evaluate traditional and contemporary marketing techniques and strategies CO 6: Align marketing strategies with an organization's overall strategic plan

Explanation / Answer

Metro General Hospital (MGH) developed the organizational strategy to combat the competition by providing services which would be considered as the value proposition to MGH. MGH marketing plan was very effective and it aligned well with the organizational strategy. The competitors had a hard-sell approach. MGH organizational strategy is to counteract this hard-sell approach by educating the market. The marketing plan focused on health education programs for the general public, informative radio and television spots and educational articles in the print media. A low-key approach is leading the people with questions rather than pushing or instilling the concept in them with providing just the facts. This low-key educational approach is a very effective method in making the people to understand the importance of healthcare. The people are provided facts about the products and services which helps them to make better decisions. This approach is the opposite of aggressive marketing technique and successful in educating the people about the service providers. The major disadvantage in low-key approach is that people are educated more than the optimum level. Excess information will make the people to suspect about the product/service. This creates dissatisfaction in the people who tend to switch other service providers. The developments arisen within the healthcare-consuming population that might make such a strategy attractive. This is because in today’s digital era, the development in technology has made people to access more information. The people are flooded with information today and this makes them to gain more access to MGH strategy on educating the people. MGH approach is very much consistent with the progressive philosophy of healthcare service rather than the hard sell approach. MGH strategy of educating the people will make them understand and know in detail about the health care service provider. The competitor’s hard sell approach will push the customers to take the service and this approach will not sustain in the long-run in the competitive market. People tend to move to the health care service providers who provide transparent information about the hospital, treatment, payment terms, benefits to the patients, etc

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