Expert Orthopedic Care: Knit Your Bones Best With Us - Essay Sample

Introduction

The 35-physician group of orthopedic physicians uses competitors positioning strategy. In this form of marketing, the group settles in making consumers think that their services are better than those provided by their competitors. These build and maintain a sustainable competitive advantage over others within the same industry. By indicating in their website, "Your bones knit best with us," this creates a notion to the visitor of the site that they are the best you can get in the industry hence tapping more clients as compared to other groups. It provides the previous researches it has conducted and educational materials to gain the confidence and trust of the clients (Chen & Wang, 2015).

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The second group of physicians, Macomb Orthopedic Group, uses product pricing positional strategy. It's a marketing strategy that one attempt to create a position for a brand in the minds of your target customers that, according to the price indicated, it the best one can get in the industry. By stating the cost of different procedures, clients can choose the one that suits their budget constraints. Showing the registering procedures and the insurance information on the site also boasts the trust the clients have to the group (Kress, 2015). The 35-physician group banner aid in attracting and seize the attention of personnel's visiting the site, which would be of tremendous benefit to the group. Providing information about their partners, their research, and some educational materials help one get a highlight of the group and the services they provide. These create confidence that the client will be in good care with the group. The week nesses of this group are that it has not indicated the price of different procedures and insurance information concerning the payment of the services they offer. The customer is not able to budget well off before visiting the group for treatment, which may course inconveniences. Price discrimination may occur since there are no set price tags indicated for particular services offered, hence creating a negative notion toward the group. Failure to upload a registration site in the site may delay the treatment process in the hospital since one will first register with the group once you visit them (Levinthal, 2016).

Macomb orthopedic group provides profile information regarding each physician, which helps the client to gain familiarity with them even before visiting the group. Indicating the price estimate aids the client in prior budgeting long before visiting the group. These also assist in preventing price discrimination by some of the workers within the group. Enabling clients to register and complete paperwork from the site saves time and energy (Kress, 2015). Submitting his insurance information to be issued with an estimate of the procedure cost helps in budgeting and reduce distress during or before the visit. The provision of prices may also affect the client's view of the group more so if the services are highly-priced than the budgeted amount. Even if the prices are way low, the client may doubt the quality of the services provided if they are highly professional.

Package pricing is the gesture of grouping different services or goods in a unique single package. The company then sells the bundle at a lower price as compared to when each particular product is sold independently. The goods or services included in the package mainly consist of a single superior-good or services and one or several inferior goods or services. When the price of the package is lower as compared to the cost of items included in the bundle when bought separately, then the customer will be convinced to buy the package rather than the single product. The deed to purchase more goods than what the customer had initially vowed to purchase brings about consumer surplus. These, in the long run, increase the company's sales rate, therefore, increasing the overall company's net profit.

Package pricing helps companies to sell their lesser-known or unpopular products packed together with the popular ones. These may also create awareness concerning new products that the group may have brought it in the market. It also attracts different types of buyers, some who may be looking for convenience, others looking for deals, or those looking for advice on items that complement each other. Some consumers will end up spending more than they initially budgeted once they see an offer containing more goods or services packaged together hence increasing impulse buying. For example, when you offer the product that customers already wanted to buy with something they wanted to try but never got to it, they will end up purchasing the product even if slightly expensive (Colombo, 2015).

Package pricing significant disadvantage is that it can lead to the cannibalization of the goods and services that can be bought outside of the bundle. For example, the Macomb orthopedic group may be offering two functions in a package where once you enroll in a particular service like orthopedic surgery, one is offered free outpatient services. These will lead to more outpatient clients who are on an unrestricted basis hence reducing the overall profit of the group. There is also a chance that some consumers won't enroll for a particular package if one of the services can't be separately accessed because they feel forced to buy more from the group (Colombo, 2015).

The 35-physician group may opt to include prices of different services which they offer and the procedure for providing the insurance information in their site. They should also upload links in which clients may easily register their information on the site. The Macomb Orthopedic group should design captive banners, which will seize the attraction of clients visiting their website. The provision of researches that the group has previously conducted will increase the confidence of the clients even before they visit the group.

Reference

Chen, R., & Wang, M. (2015). Brand Positioning Map: A Strategy Tool for Trademark Design. Journal of Management and Strategy, 6(1).Retrieved from; Doi: 10.5430/jms.v6n1p36

Colombo, S. (2015). Imperfect Behavior-Based Price Discrimination. Journal of Economics & Management Strategy, 25(3), 563-583. Retrieved from; Doi: 10.1111/jems.12137

Kress, D. (2015). Reinvestigating the uniqueness of price equilibria in a product

Positioning model under price competition in a multi-segmented market. Operation Research Letters, 43(6), 599-600.Retrieved from; Doi: 10.1016/j.orl.2015.09.007

Levinthal, D. (2016). Editorial-Special Issue on Competitive Positioning. Strategy Science, 1(3), iii-iv. Retrieved from; Doi: 10.1287/stsc.2016.0017