Market Orientation and Healthcare Case Case Study

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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).

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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 a program for ensuring that customer satisfaction measures of performance were captured over time, using the SERVQUAL metrics of performance, publishing these figures hospital wide (Ravichandran, Prabhakaran, Kumar, 2010). 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......

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