Amber Steffani Unit 4 IP Marketing A Healthcare Perspective.docx

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UNIT 4 INDIVIDUAL PROJECT1Amber SteffaniUnit 4 Individual ProjectMarketing, A Healthcare PerspectiveAmerican Intercontinental University OnlineJanuary 7th, 2019
UNIT 4 INDIVIDUAL PROJECT2AbstractThroughout this paper I will give details about the two different orthopedic physician groups that are competing for the business of Steven Jones, a man who recently experienced an orthopedic trauma injury. I also discussed the positioning strategy for each of these orthopedic physician groups as well as thestrengths and weaknesses of each orthopedic physician group. After detailing the different strengths and weaknesses of each orthopedic physician group I explained my reasoning behind each finding. Next, I detailed the concept of package pricing and how it works and include the pros and cons of it. Lastly, I gave recommendations for both orthopedic physician groups in regard to their individual internet presence.
UNIT 4 INDIVIDUAL PROJECT3Describe in detail the positioning strategy for each of these physician groups. The positioning strategy for the 35-physician group is understated and simplistic to say the least it does not provide an abundance of details. This orthopedic physician group utilizes the positioning strategy that focuses on a products’ characteristics, or customers benefits (Bhasin, 2018). This type of positioning strategy separation is conducted being mindful of the product characteristics, or customer benefits. In this way a product that has been produced before but now it is created with new characteristics that were previously neglectedby competitors marketing the same or similar products. Benefits of the customer refer to advantages that boost the well-being of the customer in this type of strategy.

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