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Strong Position 1 3
Weak Position 2 4
1. What are your organizational strengths and who knows about them?
2. Can your primary customers differentiate your services from those of your nearest
competitor? If so, how?
3. How can you capitalize on these areas of competitive difference?
4. Who is involved in determining the wants and needs of your customers and
potential customers.
5. What are the ways to effectively respond to local market demands while staying
aware of needs and capabilities of the entire organization?
6. In what ways are you using your staff, board, physicians and patients as key
members of your marketing team?
7. How do you determine the ROI of your strategic marketing efforts?
Griffith, J. R., and K. R. White. 2006. Marketing and Strategy. In The Well Managed
Healthcare Organization, 6th Ed., Chapter 15. Chicago: Health Administration Press.
Additional Resources:
Boston Globe. 2004. How to Shop for Healthcare: Hospitals Are Expanding Their
Markets by Selling Services Directly to the Public. [Online article.]
www.boston.com/yourlife/health/hospitalguide/HowToShopforYourHealthcare/.
Thomas, R. K., and M. Calhoun. 2007. Marketing Matters: A Guide for Healthcare
Executives. Chicago: Health Administration Press.