A Competitive Advantage for Saint Margarets Hospital - Assignment Example

1. The issue related to the brand name is that there is a general feeling that the name Margaret is old-fashioned and is no longer commonly used. However, the brand name should not be changed for good reasons that include the following. This is a church-owned institution and this should be reflected in the name of the hospital. The name itself makes the hospital distinct from other healthcare institutions operating in this particular area. If the name is changed, people may be confused hence it should be maintained for the sake of the people who identify with the catholic mission.

2. Mary should focus on the core services offered by the institution and attention should be given to the fact that this institution is not for profit. This helps to attract people if there is a clear distinction from other competitors in the same sector. Mary should also try to target competent medical personnel to join the institution so as to improve its reputation as a force to reckon with in the health care profession. The advertisements should target the less privileged people in society so as to make a distinction between the catholic hospital and other institutions that are for-profit making. This differentiation strategy is advantageous in the targeted people can easily identify with their preferred institution for all their medical requirements.

3. St Margaret’s hospital should pursue activities that are socially responsible in the communities they operate in so as to build a strong and positive corporate image. The institution should engage in activities that are meant to benefit the less privileged members of society so as to appeal to the interests of many people. Since this is a not-for-profit organization, the institution should try to offer free medication to people with special cases who cannot afford to pay for their medical expenses. The hospital should also try to make some donations to people with special needs so as to improve their welfare. The hospital can also use the strategy of offering home-based care to people with chronic illnesses so as to be in a position to build a strong corporate image. The most important thing is that the hospital should try to distinguish its services from other competitors since it is not meant for profit.