Essay on Market research on changi hospital

5416 Words22 Pages
SERVICES
MARKETING PLAN
________________________________________

WAITING TIME AT THE ACCIDENT & EMERGENCY (A&E) DEPARTMENT

CONTENTS

TITLE PAGE

1
LIST OF FIGURES AND TABLES

2
1. Executive Summary
3

2. Introduction to Changi General Hospital, Singapore

4
3. Situation Analysis
3.1. SWOT Analysis
3.2. Target Market Segmentation
3.3. Positioning

5 - 8
5 - 6
6 - 7
7 - 8
4. Marketing Objectives
8

5. Services Marketing Audit
8 - 11

6. Recommendations

11 - 14

7. Conclusion

14

REFERENCES

25 - 30

APPENDICES

15 - 24

16
17 - 19
20
21
22 - 24
APPENDIX I
APPENDIX II APPENDIX III
APPENDIX IV
APPENDIX V

The Flower of Service
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Also, being part of the first regional healthcare group, the Eastern Health Alliance (EH Alliance) comprising members from Health Promotion Board (HPB), St. Andrew’s Community Hospital (SACH), Singhealth Polyclinic (SHP) and The Salvation Army Peacehaven Nursing Home, CGH can utilises both public and private healthcare resources to provide a holistic healthcare services (EH Alliance 2013a). With the quality vision of a hospital recognized for “excellence and compassion in service and patient care” (CGH 2013d), CGH is dedicated, through an integrated healthcare system, to improve the health of the population, especially the community in eastern Singapore.

3. Situation Analysis
CGH is a leading healthcare provider engaged in providing healthcare services for the community in the East; the major hospital with over 800 beds is well equipped with modern technology to offer a broad portfolio of medical and surgical services. The hospital’s quality healthcare delivery system is well received by outpatients and inpatients alike and their families. However, complications of delivering effective and efficient healthcare services could affect the hospital’s business.

3.1. SWOT Analysis (Refer to Appendix II Changi General Hospital SWOT Analysis)
Strengths
Weaknesses
Strategic

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