Option 2: A group of primary care doctors comes to you with an idea for opening
ID: 426336 • Letter: O
Question
Option 2: A group of primary care doctors comes to you with an idea for opening a new clinic. "What do we need to do to increase our chances of success?" they ask. 1. What is your initial response (draft a brief response of not more than 50 words)? 2. Outline a planning and marketing analysis identifying issues for product, place, price, and promotion (4 P's) that should be addressed to increase the chances of success. Your outline should identify all the major questions that should be addressed 3. Identify the major risks that this venture faces-that is, how could it fail?Explanation / Answer
1. The clinics become successful primarliy because of positive word of mouth, recommendations from experts etc. at initial. When the idea is to open a new clinin it would be very new to the people of the locality. AT forst the recognition is required. To which various recommendations from different other experts like pharmaceutical experts, individual doctor clinic who recommends clinics for facilities hwich they dont provide etc. can be sought. In addition the renowned doctors of the locaility can be made engaged with the clinic to provide the clinic outreach.
2. The 4Ps framework that could help the clinic acheiv success si given below -
Product - The clinic should start with specializing in to the services which other clinics dont provide. In other words it can be specialized in those areas which are not presently available in the area such as pedaticiarian, dermatologist, hearts and lungs expert etc.. Differentiation would help to have high outreach in the whoel locaility and would make the clinic recognized and positioned well in the mind of the market. It should be excelled in providing medical services auxilliaries to main s ervices such as hygeniec environment, well equipped facilities, highly trained doctors, cafeteria etc.
Price i It should be decided based upon the target market's economic well being. If the market is from middly or lower economic/social class charging high prices with high classs ervices is not a good idea. INfact in this situation privding just accurate services with minimum cost would increse the number of patienets visits.
Place - For placing purpose such area in the locailty sould be choosen where there are not much numbers of clinics or where people from whole locaility can raech easily as finding it at middle of locality. The place shoud be conveneineint for the facility provider as well to reduce the cost of transportation etc.
Prommotion - as dicsuused earlier psoitive word of mouth, recommendations from experts, loyalty card programms, various promotion tools like appealing hoarding should be used appropriately.
3) The biggest risk that a clinic face is the inability to gain the trust of the patients. Medical services are very crucual which only brings revenue to providers when the patients have trust in the services provided by the provider. Hence if anyhow the name of teh clinic get negative publicity then it could lead to complete failure.
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