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3. How the quality of service changed and why?
The quality of service increased significantly as all practices areas of the hospital better aligned to the cultural norms, values and needs of each ethnic population represented by the segments served. The quality also increased because the staff also began to better understand the unique needs of the patients being served, with more emphasis on interpersonal communication than had been the case in the past. This personalization aspect of leadership works both ways; the hospital staff had a much better appreciation and understanding of the unique needs of the population they were serving, and the potential patients and customers developed familiarity and trust with the providers. The next step for the hospital is to create a means to continually evaluate the level of satisfaction they are delivering to patients. The hospital could use the SERVQUAL metrics to evaluate the level of satisfaction they are delivering to patients over time for example to benchmark overall performance (Ravichandran, Prabhakaran, Kumar, 2010).
4.If you would be the CEO of the hospital how you would approach the marketing issues?
I'd continue to working through the aspects of creating a more effective strategy for serving each ethnic group as effectively as possible. I'd also create...
My goal as CEO would be to revolutionize the culture and make it as customer-centric as possible. My first focus would be on creating highly effective culture that served each of the key segments as effectively as possible, eventually creating unique services for each over time. I would also put in place an approach to tell the stories of customers, highlighting their success over time.
References
Barrett, H., Balloun, J., & Weinstein, a.. (2009). How variation in management perceptions affects organizational performance. Quality and Quantity, 43(3), 451-461.
Paul Hughes-Cromwick, Sarah Root, & Charles Roehrig. (2007). Consumer-Driven Healthcare: Information, Incentives, Enrollment, and Implications for National Health Expenditures. Business Economics, 42(2), 43-57.
Ravichandran, K., S. Prabhakaran, and S. Kumar. 2010. Application of Servqual Model on Measuring Service Quality: A Bayesian Approach. Enterprise Risk Management 2, no. 1, (January 1): 145-169.
Wrenn, B.. (2006). Marketing Orientation in Hospitals: Findings from a Multi-Phased Research Study. Health Marketing Quarterly, 24(1/2), 15.
Market Orientation of Medical Diagnostic Units Dissertation for Master of Health Administration i. Introduction ii. Objectives iii. Description iv Administrative Internship v. Scope and Approach vi. Growth vii. Methodology viii. Hypothesis ix. Survey Questionnaire x. Research Design xi. Observation and Data Presentation xii. Test provided xiii. Analysis of findings Marketability of Patient Satisfaction Importance of Employee Satisfaction xiv. Conclusions and Recommendations xv. Bibliography xvi. Notes xvii. Appendices Market Orientation of Medical Diagnostic Units
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