Healthcare Marketing -- Market Opportunity Research Paper

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Through referrals, word-of-mouth, medical communities, and online platform, market and highlight generalist and specialist doctors as one of the best in the state of California. Conduct 'marketing through reputation,' word-of-mouth marketing primarily sustained by patients/clients

Diversification

Development of a program that reaches out to a wider, less-medical-oriented market. Good Sam could develop health & wellness programs as part of its daily healthcare services. The objective of the program is to promoting a sustainable healthy lifestyle, a preventive healthcare program from a medical perspective. This is an expansion of the health clubs/communities of learners, wherein patients/clients are both informed and encouraged to participate in activities that contribute positively to their health and well-being on a regular basis

The feasibility (and eventually, viability) of diversifying into a health and wellness institution would be a radical yet effective move for Good Sam, as it has already established itself as a reputable and competitive hospital and healthcare organization with a pool of competitive doctors, coupled with high quality services, facilities, and technologies.

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The move to develop a health and wellness program/service within the hospital will be part of Good Sam's move to become more well-known to the communities that it serves, which are arguably communities that are also informed and desire to engage more in health and wellness activities (Sharma and Zodpey, 2010, p. 85). Thus, to expand on this growing demand for more reliable information about one's general health and well-being, a health and wellness section in the hospital is but a natural progression to Good Sam's growing market/business. By diversifying into health and wellness, Good Sam will expand its market share by adding people with general interest in living a healthy lifestyle to its already significant share of clients and patients seeking medical services in the hospital. The potential viability of this diversification move would be significant, as Los Angeles and its neighboring areas are characterized to have health-conscious individuals, families, and groups that are from middle- to high-income level groups (Rethmeier, 2010, p. 151)......

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