Monday, August 09, 2004

What's the Difference Between Your Hospital and the Other?

What's the Difference Between Your Hospital and the Other?

Applies marketing fundamentals of product differentiation to the healthcare provider marketplace. Author Gary Campbell backs the concept of focusing on just one aspect of the healthcare provision process (operational efficiency, low cost services, customer service) as a means to differentiate a hospital from the rest of its local healthcare market.

It's an interesting POV and it appeals to my personal belief in universal business fundamentals. However, given the sensitive nature of the services they provide and the public’s perception of the healthcare industry, I believe that hospitals may be much more limited in their ability to focus down on any one of these issues than a typical business. While it's acceptable for Southwest Airlines to cut back on peanuts and free drinks in order to be the "low-cost" airline leader, a healthcare provider must take extra care not to give the impression of compromising either operational efficiency or customer service in the pursuit of low cost service.

Overall however I’d say a good article and an excellent strategy for marketing healthcare services.

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