Question

(Marketing in Healthcare)

Select a hospital that you are familiar with, or go onto the hospital’s website, to determine their product portfolio:

Children’s Hospital Los Angeles. As a pediatric academic medical center, they oversee care through the following five departments and divisions within each: Anesthesiology and Critical Care Medicine, Pathology and Laboratory Medicine, Pediatrics, Radiology and Imaging, Surgery, and Outpatient Centers.

a. Using the BCG matrix, classify each product (e.g., Dog). Provide your rationale for each.

b. Based upon this analysis, what would you say about the business strategy of the hospital?

Answer 1

A, BCG growth- share matrix is a portfolio planning model combination of market growth and market share..There are four categories Dogs, question marks , stars, cash cows .

Dogs: Before the Affordable care Act, insurance companies dropped the hospital or ranked their premiums after each service..now they have paying higher premium to have access to great care..

Question marks: low market values considering the high cost of living in los Angeles..EHR vendor market share changed as player have dropped out.

Stars: The hospital provides high quality care for children with different conditions including transplantation..it is a premier network of pediatric provide delivery innovative, seamless care for all the children..focus on full continum of care the hospital and it's Physician offer..The foundation provide donations , better health services,education for the nation's children..

Question marks: low market value considering the high cost of affordable care..EHR vendor market share changed as player have dropped out..

Cash cows: For new Innovative solutions capturing a greater share for new business in the EMR market than vitals .need to develop technology it to meet the needs..They allow stakeholders to share technology needs..

B, Business strategy extremely creative and ability to lead and inspire vendor to increase projects for the needs..creating, executing presentation and managing marketing plans..it was good at branding products,media plans,customer care, negotiation with vendors and execution of large events..