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Essay / Research Paper Abstract
Hospitals, like any other business, need to compete in order to survive and thrive. This means tat have to consider the way in which they wish to position themselves in a market. This 3 page paper looks at the different dimensions that a hospital may consider when determining the way it should be positioned. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEhosppos.rtf
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Unformatted sample text from the term paper:
case of a hospitals patients, the probability is that any hospital will be competing with other hospital or healthcare provision services. In order to compete effectively a hospital may which
to position itself in order to attract the customers. Positioning is described by Kotler (2003) as "the act of designing the companys offering and image so that they occupy a
meaningful and distinct competitive position in the target consumers mind". When assessing the way a hospital can position itself this shows that the first consideration should be the identity of
the hospitals target market. The direct target market are the patient, but the decision on which healthcare facilities to use is likely to be highly influenced by healthcare professionals, such
as general practitioners who will recommend the hospital. The first dimension of the hospital in positioning itself may be to look inwards at the facilities resources and core competences
that the hospital has and the way in which these match the market needs. The hospital may which to position itself as a good overall general healthcare facility, offering a
wide range of medical services. The positioning may then be that of a single supplier for the majority of healthcare needs. This positioning may be attractive in markets where there
are relativity low levels of competition or only a few suppliers. As markets mature and there are increasing levels of competition the hospital may want to look at positioning
in the same context, but look at the specific needs of the area, and gaps in the market in order to specialize to create a unique image for itself.
Specialization is seen where there is the need for a competitive advantage and where niche markets can be of benefit to the hospital
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