Essay Example on Anderson Hospital: Quality Acute Care in Illinois

Anderson hospital is a private hospital with acute care facilities located in Illinois, USA. The hospital was founded in 2000, with approximately 300 beds, the healthcare facility can be categorized as a medium hospital serving an estimated population of about five thousand locals. Nonetheless, the hospital offers a wide range of health services to its patients, such as maternity care, dental services, optical services, and general health check-ups.

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According to Ferreira & Castro (2020), a market niche is the subset of a market on which a given item or service is engaged. It categorically states the features of the product or service tailored to satisfy specific market demands, quality, range of price, and the general targeted demographic. A niche market may exist due to several issues like clients explicitly looking for services and products from specialists and competition of clients by business organizations.

Anderson hospital has efficiently applied the concept of the niche market and exploited it to its full advantage in the urgent care sector, a booming industry of healthcare. Anderson's strength lies in its ability to provide services that the patients desperately need. The hospital's urgent care unit has witnessed a rapid rise in popularity, in line with the hospital's records, about 100 patients visit the urgent care unit each week. Moreover, the services at the urgent care unit are cost-effective, implying that they cost less than those administered at hospitals. Furthermore, due to the low costs, more clients prefer seeking the urgent care unit as a means of getting patients out of emergency departments and avoid increased costs that come along with the emergency attendance of the patient. ( Dolnicar 2019)

The hospital also finds this market niche profitable since several health conditions and emergencies can be treated at the urgent care center, this creates a suitable opportunity of high income from the various services offered to the patients (Ferreira & Castro 2020). Anderson hospital also aims at maximizing its profit output by opening more urgent healthcare centers within the locality, ensuring that they get to reach as many patients as possible.

Segmentation is essential in targeting and achieving laid strategies. It mainly involves dividing a population into various subgroups; each group is expected to be homogenous, making it easy to tailor their needs with precision. Concerning this, Anderson hospital has adapted several marketing segmentation strategies that have proved to be highly successful. For instance, the psychographic segmentation strategy entails grouping potential, current, or previous customers based on shared personality traits, cultural beliefs, values, lifestyles, interests, and attitudes.

Like every commodity market, the healthcare set up banks on well-detailed data to enable them to design elaborate patient profiles for their services and products. However, if the data is centered on erroneous assumptions, the healthcare marketing 'efforts consequently become futile since the inaccurate audience is reached, leading to very little or no success. (Dolnicar 2019)

The Anderson hospital gained a vast range of insight relating to understanding how the motivations and preferences of a specific audience work. Psychographic segmentation focuses on grouping consumers by considering major psychological factors, consequently forming a strong foundation on which more relevant and useful patient profiles can be built. Furthermore, easy access to useful patient profiles by the health care facility assisted it in better designing a practical messaging relevant to each patient segment, yielding higher patient engagement rates hence improved outcomes. (Ferreira & Castro 2020)

To fully accomplish the psychological segmentation process, the healthcare facility restructured its marketing program in a manner that mainly dependents on the size of the addressable market, time window, and the disposable budget. The approaches used included; using a more primary market research-based marketing program; Anderson hospital carried this out mainly through the use of attitudinal surveys, which are appropriately analyzed, patterns, and grouping determined. This process enabled the precise determination of differences and similarities within the market; thus, the health care facility was more specific and efficiently elaborate during its marketing sessions.

Additionally, the local healthcare facility modeled their marketing programs to be more internet-based. After conducting market research using means such as Google surveys, the hospital was able to have a vivid scope of the dimensions or elements of distinctions. This allowed them to intuit the differences, effectively penetrating through the less effective digital marketing platform. The platform also carries with it several benefits like; most people within the locality can get the information being passed by the hospital hence likeliness of reaching the targeted audience group. (Dolnicar 2019)

The healthcare facility diversified its marketing program, creating room for the use of artificial intelligence in marketing. Through this, several solutions on clients' profiles built through psychological segmentation can be generated rapidly, learned, and improvements made where necessary. It also enabled the hospital to fully establish good use of predictive analysis and deep learning done by artificial intelligence; the marketing program can also be integrated with the digital marketing program to bring about efficiency in tactics and content. Undoubtedly, this method of marketing program intelligently optimizes the enormous data produced from several digital options, given the many numbers of channels that are part of the hospital's target group.

The approach taken by the hospital has been effective since the marketing program employed was able to meet the goal of spending maximization while achieving positive results. Nonetheless, the increase in the number of clients seeking services in the hospital's health care center is also a reflection of how practical the approach has been; it implies that the marketing strategy was able to reach a substantial number of the targeted audience.

Deciding that the approach has been a success entailed the proper application of various analytical tools. The tools include: google analytics, perhaps the most valuable component of google analytics in determining the success of a marketing strategy is the social report. This platform creates a forum where people can talk and share open views about what they think concerning the hospital. The opinions generated by the clients, particularly concerning the hospital, were positive and seemed more informed, thus openly displaying the success of the marketing program. (Ferreira &Castro 2020)

Furthermore, the tracking tool enables the hospital to have a clear up to date progress and level of contentment of their client. This showed that most clients were satisfied and convinced about the reliability of the hospital's urgent health care centers, further insinuating that the tailored marketing program by the hospital was a notable success.

After scrutiny of the approaches made by the health care facility to exploit the urgent health care market niche, I would categorically point out that not being able to integrate the artificial and digital marketing strategies was a great undoing. I would have combined the two to ensure maximum benefit. (Dolnicar 2019)

Conclusion

In conclusion, several market niches exist in the health care sector; proper and well-organized marketing strategies can lead to uncontested competition in any of the many market niches available by any healthcare facility. Also, it is prudent to thoroughly understand the market segmentation before venturing into them for success.

References

Ferreira, F. A., & Castro, C. (2020). Medical tourism in Portugal-a potential niche market. In Advances in Tourism, Technology, and Smart Systems (pp. 615-625). Springer, Singapore.

Dolnicar, S. (2019). Market segmentation analysis in tourism: a perspective paper. Tourism Review.