Competitive
Forces
Considering
the line of work that Duke provides, it is essential to compete against other hospitals
marketing techniques in an ethical way. It would not be a successful marketing strategy
to shun or directly compare Dukes brand name to other hospitals in
advertisement due to the rebuttals and reputation damages that may result. The Product and generic competitive forces
that drive Duke Raleigh Hospital into the field of sharing information electronically
are things such as Rex Hospital’s “Rex connects blog,” which can be accessed
from their website, and Wake Meds Facebook page. Rex and Wake Med offer certain
similar services with price differences which boost competition which forces a
consumer to look at the quality of services provided by each competitor. In
order to overcome the competition Duke Hospital’s E-newsletter must offer unique
and quality information to its patients that would not receive from any other
source. In addition to taking the extra step to reach out to patients with the
E-newsletter instead of waiting for them to search information on their own
Duke already has a significant head start. According to Wake Meds website, they
only have electronic marketing on social media websites, where patients are
more likely to stumble upon or scroll pass less than eye catching information.
Sending a newsletter not only asks for the attention of the patient, but also
allows for an opportunity to pull in the patient’s interest and trust. Unlike
Wake Med and Rex, Duke uses their online resources such as the newsletter to
further market their Magazine the Healthy Focus. Neither Rex nor Wake Med has
any easily accessible advertisement of magazines or timely email subscriptions
that allow the patient to stay connected with their hospitals current and
future plans along with other interesting facts or personal anecdotes. By utilizing
and providing what other competitors lack Duke Raleigh Hospital can present a
strong competitive force against other candidates.
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