Branding and Competitive Strategies' Impact on Consumer Choice

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School

University of Phoenix *

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Course

506

Subject

Business

Date

May 24, 2024

Type

docx

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6

Uploaded by drewdlconley1

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1 Branding and Competitive Strategies' Impact on Consumer Choice Drew Conley University of Phoenix MHA/506 Ricci Rizzo April 29 th , 2024
2 Branding Strategies The healthcare sector is highly competitive which requires branding and competitive strategies to shape the consumers choice and ability to bargain. This analysis will focus on the East Chestnut Regional Healthcare System (ECRHS) which is an established healthcare provider and note on their branding and competitive advantage tactics in consumer marketing decision making. Gleaning a more robust understanding of the factors that effect decision making of the health organization, I will show how ECRH can strengthen their position in the market and adapt the changes in consumer needs. Current Branding Strategy at ECRH The organization, ECRH, is currently emphasizing patient-centered services, exceptional medical care as well as using cutting edge technology in their branding strategy. With the aim of establishing itself as a trustworthy and reliable provider that will deviate itself from competition to attract consumers to their top tier treatment options. By making informed decisions about how to modify their position in the market they will be able to adapt to the changes by modifying how services are advertised and communicated both visually and through messaging. Brand Perception Patient satisfaction and the assurance of excellent health services are how ECRH has established its strong presence in the market. The desire for ECRCH to be the top choice for healthcare services and their positive reputation has been achieved through positive feedback, patient testimony, and word-of mouth recommendations. This has spurred on ECRH to reinforce their reputation for its brand and commitments to patient satisfaction that will ultimately attract more consumers to choose them as their top choice in selecting a destination for health.
3 Negative Impacts on Brand Legal disputes are possible for ECRHS that could impact the consumer decision-making in a negative way. Consumer confidence can go down when faced with legal disputes and bad press, which may lead to population groups to alternative providers. This impact is detrimental to not just the market share but the financial performance of the organization. To mitigate damage, a timely response to legal challenges coupled with accountability to protect the organizations reputation must be taken. By taking a transparent approach that allows for a proactive measure that prevent future legal qualms to protect the ECRH brand, regaining consumer trust thereby protects their reputation. Acquisition Brand Impact The addition of unites and the growth of ECRH has improved their reputation and created a more positive preference from its patients’ preferences. In the case for ECRH, the various locations and services that are available have drawn consumers through their doors. The patient satisfaction currently will help to promote the brand locally and in remote locations (). The procurement of another facility, therefore, could broaden the organizations market reach. Sars CoV2 Impact on Brand. Management of the COVID-19 pandemic has the potential to have lasting effects on the brand image. Due to its intense usage of the facilities, the number of patients and the mounting costs associated with the increase of healthcare usage. The brand strategy of ECRH however resulted in positive outcomes with an optimistic outlook due to actions enacted by lead administration. The reputation was left unscathed due in part to the
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