Waterbury Hospital: Problem Statement
Waterbury Health has assigned a resource within the hospital to be an Emergency Medical Services Liaison. What they want to do and need to do is build customer relationships with the various ambulance services within this community to have Waterbury Hospital be “top of mind” when it comes to any ambulance transports that do not involve trauma, stroke or heart attacks, where the regulations clearly state that the ambulance must go to the geographically closer hospital. The ambulance drivers and EMTs have influence and Waterbury Health wants them thinking of them.
Waterbury Health has invested in significant process improvement in their Emergency Department to make it efficient (more efficient than their competition) as well.
For this project, you will analyze Waterbury Health’s competition and the ambulance service providers that bring patients to the Hospital. You will also want to study demographics within the community to see if there have been any changes that would affect the numbers of patients Waterbury receives. After studying the environment, you will develop a marketing plan so that Waterbury Health can maintain its level of ambulance calls and grow the number of discretionary ambulance volume.
Phase 1: Competitive Analysis
Write a 2-3- page assessment of the competition by answering the 6 questions below. Use Michael Porter’s 5 Forces Model as the guide to answering the questions. Please be sure to be clear and concise in your responses but to provide enough detail to demonstrate your knowledge. Make sure you carefully integrate the specific information needed for you to complete all aspects of Phase I of your project. Use references and citations throughout. Please remember to enter the name of your selected client at the top of your research paper.
Please consider and address the following questions when developing your Competitive Analysis:
Phase 2: Model Development
Think about the relationship between marketing and the information you discovered in your competitive analysis. Develop a model or approach based on your research that will help strengthen the relationship between Waterbury, the EMT’s, and the ambulance companies. Please consider the questions below as you are writing your paper:
1. How can Waterbury compete more effectively for patients?
2. Where will the patients come from?
3. What strategies should Waterbury take in order to make a better connection with the ambulance community?
4. How can they gain a competitive advantage over the competition?
5. What are Waterbury’s specialties and how can they be used to grow their patient numbers?
6. What other community groups may be able to help the hospital grow?
7. What is the decision-making process for the ambulance drivers on which hospital to go to and how can this be influenced in a positive way for Waterbury?
Phase 3: Customer Relationship Plan
Based on your findings in the first two phases, construct a 2-3 page marketing plan that will help Waterbury Hospital connect better with the ambulance drivers and EMTs so that it can increase its patient care in the areas it serves, when it can. The plan should focus on strategies that can be used to maximize the number of people that come to the hospital. It should be based on the data you have collected and the research you have done. You should identify critical marketing strategies that Waterbury should use in order to highlight its strengths and grow patient volume.
The Phase I video tutorial provides a walk-through of research strategies and resources necessary to complete this phase of the project. The industries you should be targeting in your competitive analysis is the "Ambulance Services" and "Hospitals in the US".
Phase 1: Competitive Analysis
Write a 2-3- page assessment of the competition by answering the 6 questions below. Use Michael Porter’s 5 Forces Model as the guide to answering the questions. Please be sure to be clear and concise in your responses but to provide enough detail to demonstrate your knowledge. Make sure you carefully integrate the specific information needed for you to complete all aspects of Phase I of your project. Use references and citations throughout. Please remember to enter the name of your selected client at the top of your research paper.
Please consider and address the following questions when developing your Competitive Analysis:
Demystifying Strategic Thinking
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The Business Plan Workbook
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Market-Driven Management
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Lifestyle Market Segmentation
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The Business of Health
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The Phase II video tutorial provides a walk-through of research strategies and resources necessary to complete this phase of the project.
It can be helpful to return to tutorial as you move through your research. For reference, information for Question #1 begins at 1:06, #2 at 6:45, #3 at 10:00, #4 at 14:31, #5 at 16:20, #6 at 17:58 and #7 at 18:53.
Phase 2: Model Development
Think about the relationship between marketing and the information you discovered in your competitive analysis. Develop a model or approach based on your research that will help strengthen the relationship between Waterbury, the EMT’s, and the ambulance companies. Please consider the questions below as you are writing your paper:
1. How can Waterbury compete more effectively for patients?
2. Where will the patients come from?
3. What strategies should Waterbury take in order to make a better connection with the ambulance community?
4. How can they gain a competitive advantage over the competition?
5. What are Waterbury’s specialties and how can they be used to grow their patient numbers?
6. What other community groups may be able to help the hospital grow?
7. What is the decision-making process for the ambulance drivers on which hospital to go to and how can this be influenced in a positive way for Waterbury?
Business Model Generation
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The Business Model Innovation Factory
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Game-Changing Strategies
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Marketing Matters: A Guide for Health Care Executives
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Hospital-Based Emergency Care
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The Risk-Driven Business Model
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For Phase III, you will be compiling a marketing plan that utilizes the information you have already researched in Phases I and II. You should have information about Waterbury Health as well the hospital & ambulatory services industries that relates to the following areas:
Below are marketing plan examples that can be used to structure your plan.
Powerhouse Marketing Plans
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Phase 3: Customer Relationship Plan
Based on your findings in the first two phases, construct a 2-3 page marketing plan that will help Waterbury Hospital connect better with the ambulance drivers and EMTs so that it can increase its patient care in the areas it serves, when it can. The plan should focus on strategies that can be used to maximize the number of people that come to the hospital. It should be based on the data you have collected and the research you have done. You should identify critical marketing strategies that Waterbury should use in order to highlight its strengths and grow patient volume.
Winning in Service Markets: Success Through People, Technology and Strategy
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The Human Brand
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Demand Driven Strategic Planning
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