Massachusetts General Has Been Facing Case Study

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When various news reports begin to surface about these kinds of issues, is the point that many patients could become nervous about the underlying levels of quality and safety (despite their outstanding reputation).

A good example of this can be seen with the death of a patient at the facility, when the primary alarms failed to notify the staff that his condition was changing. While, this may not be a major issue (for most people), the fact of the matter is that individual attention has been overlooked. (Kowlyzki, 2010) When the public hears about situations such as this, they will begin to become concerned about what is taking place at the facility. This is the point that many individuals will go to other hospitals in the area. The main reason is out of concerns about a lack of oversight at the facility (despite the well-known reputation it has and the high ranking that it received from U.S. News & World Report). (Case Study, 2010) This is important, because it shows how these kinds of small issues could have an impact upon the image of hospital. As a result, Massachusetts General needs to address these issues in a public relations campaign by: showing the problems and then discussing how they are addressing the situation. At which point, they could highlight how they are using these events, to build upon the cutting edge treatment options they are providing. When you put these different elements together, they are showing how taking this kind of approach (in the current marketing strategy) will help to improve the image of the facility.

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Clearly, Massachusetts General needs to adapt their marketing strategy, to adjust to the underlying changes in area of health care. Where, the industry is becoming increasingly competitive and focused on the overall amounts of care that are being provided. While the hospital does have a renowned reputation for cutting edge treatment options; the reality is that they have been dealing with patient safety issues for some time. This is problematic, because the continuing reports are slowly undermining the hospital's credibility in the minds of the general public. To prevent this from taking place; means that the current marketing strategy needs to be changed. This can be accomplished through: discussing the various safety issues that have been affecting the facility and how they are being addressed. At which point, they could point out how this will improve the underlying amounts of care by: augmenting high safety standards with the innovative treatment options they are providing. When you put these different elements together, they will help to show, how Massachusetts General has embarked upon a new program that addresses their various shortcomings, while highlighting their outstanding reputation. Once this takes place, it means that they will be able to distinguish themselves from other facilities in the region and around the world......

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