Positioning and Differentiation Strategies in relation to Bon Secours St. Mary's Hospital and HCA Henrico Doctor's Hospital in Richmond VA Name Subject Professor Date With the rise of new hospitals around the country, marketing has become an essential practice in the promotion of services offered by these institutions to ensure their relevance in the health care sector…
Positioning strategies aims to ensure that an organization’s names pops up in the minds of consumers whenever services in their field of expertise are required. Differentiation strategies ensure that the products and services offered to the market are unique compared to those offered by their competitors. This gives an organization the edge over their competitors when battling for consumers in that particular market (Guidry, 2011). These strategies are implemented in a number of businesses, including hospitals and other health care facilities. An example that can is used to showcase their use is the comparison between Bon Secours St. Mary's Hospital and HCA Henrico Doctor's Hospital that are both located in Richmond VA. Both of these hospitals function independently but are part of larger organizations that have other hospitals in the Richmond area and throughout the United States. Though these two organizations essentially offer similar services to their clientele positioning and differentiation strategies are used to ensure that they stand out from their competitors as they strive to develop a better grasp on the region’s market. ...
This hospital has created marketing strategies that have ensured its survival over the years most notably in this case positioning, and differentiation strategies. The differentiation strategies used by the hospital is seen in the types of services that it offers the clients who visit their premises. One service includes: Bon Secours for Women. This is an initiative launched by the hospital and aims to offer specialized healthcare services to the women who visit the hospital (Bon Secours Health System, Inc., 2012). Bon Secours for Women deals with medical issues that solely affect women, such as giving birth and parenting issues that follow afterwards. Classes and education is offered and presented to consumers on breastfeeding, parenting and management of any complication that may arise after the birthing process, such as the care of wounds for women who have had to undergo a Caesarian section. Though these services are offered by other hospitals as well, St. Mary's Hospital has gone a step farther by setting it aside from the other medical services on offer, thus making the women who seek these services from their hospital believe that they are cared for and appreciated, unlike other healthcare facilities whereby these services are alligned with the rest of the medical care that they have to offer. Bon Secours for Women concentrates on a particular niche in the market, which is women, and their needs. They aim their marketing toward women customers who prefer specialized care when dealing with any medical issues. Home care services are another specialized area for Bon Secours. This is also another clever way of differentiating the hospital’s services from those offered by other ...
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