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1 Market Orientation of The Community Hospital Market Orientation of The Community Hospital Trident University International Case Module 3/MHM535 Dr. Letha Williams 2 Market Orientation of The Community Hospital Abstract Technology advances and globalization has seen changes and increased competition in all sectors of the economy, the hospital industry is a sector that has not been spared. Market orientation of the community hospital is a relatively fresh look on marketing that other industries have been doing for years. Marketing orientation of the community hospitals is important, as it comprises orientation to the customers, competitors and inter-functional coordination. For this case study I will discuss the market orientation of the community hospitals, the forces that created this marketing change, and how quality of service has changed. Additionally I will discuss how I would approach marketing issues if I were the chief executive of a hospital. I will use course provided material and personal research to make my case. 3 Market Orientation of The Community Hospital Market Orientation of The Community Hospital Technology advances and globalization has seen changes and increased competition in all sectors of the economy, the hospital industry is a sector that has not been spared. Market orientation of the community hospital is a relatively fresh look on marketing that other industries have been doing for years. Marketing orientation of the community hospital is important, as it comprises orientation to the customers, competitors and inter-functional coordination. I think that this change is excellent for the health care industry and patients alike. Increased competition is the driving force for innovation and with any industry, innovation equals success. Patients also benefit from the market orientation of the community hospital as well due to the increase if customer service and quality of care. Myron M. Fottler, et al writes, Customer service has become increasingly important for health-care providers seeking to gain a strategic advantage in an increasingly competitive health-care market. Knowing what makes one provider better in terms of what its customers value (i.e. the key drivers of patient satisfaction) than another has become an important part of the health-care executive's responsibilities. ( Fottler, et al, 2006) Forces That Created The Change: The Consumer There are numerous forces that influenced the community hospital to participate in market orientation. However, I feel that an increase in customer choice, customer demographics and the ... View Full Document

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