5 pages/≈1375 words
Business & Marketing
The Akron hospita (Case Study Sample)
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Ohio Lottery: Innovative Research Design Drives Winning Students Name School Name Ohio Lottery: Innovative Research Design Drives Winning Akron`s Children`s hospital is located in Northeastern Ohio which is a highly competitive health care market. Akron hospital was established in 1890 and currently it is the largest pediatric care giver with 253 beds and practices 30 areas of medicine and surgery, specialized for children. However it has two major competitors located in Cleveland: Rainbow Babies and Children`s hospital and the Cleveland clinic which have been ranked among the top five children hospitals country wide (Cooper and Schindler, 2008). The Akron hospital has made a name for its self for medical excellence as it was the first to grow human skin for treatment of burns and also offer intra operative MRI for removal of brain tumors. It cares for the largest Hemophilia B population in the world, it is one among the two hospitals with a pediatric palliative care and the only hospital to offer cancer support for teens. Despite all these success it still receives serious competition from its competitors and it needed a strategy to distinguish itself and show that it`s the best care giver and medically advanced hospital. Through its vice president and director of research Jennifer Hirt-Marchand it solicited the help of research and communication partner Marcus Thomas LLC. It wanted to know how parents came to the conclusion of which hospital to take their children who needed to be admitted in hospital for more than 3 days. Marcus was told to research and identify consumer hospital of choice decision process and to write the other hospitals perception in this subject. From the research done he found out that although the parents gave hospitals with high quality care services high regard their decision to go to a hospital was however emotionally determined. To narrow down on this point he did an observation study in the hospital with the permission of the hospital. He enlisted the help of his researchers to see how the staff, the parents and the child who was the patient behaved through the testing, diagnosis and treatment process. They even observed the interactions of the patients with the doctors, nurses and the other staff members. The researcher not only watched and listened but they also recorded the session for their analysis purposes. They saw how the doctors explained to the children about their condition and treatment and explain to parents how their presence contributes to the child`s recovery process. After their research Marcus Thomas came up with a conclusion that he saw would fit and benefit the hospital tremendously. He suggested that they should come out with an outstanding branding that shows both the patients and their parents that the hospital focuses all its attention and uses all of its resources such as; energy, creativity, technology, compassion, technical skills and competence towards ensuring that the held each and every child does not only recover but with the hospital will ensure their happiness and utmost satisfaction. If the children and their parents believed this then they will definitely come to Akron Children`s Hospital. RESPONSES TO THE CASE DISCUSSION QUESTIONS The management research question hierarchy is the steps that are taken by the management to solve a dilemma. In the case of Akron the following would be taken. The problem the management will ask themselves the situation which they are facing and which needs their attention. In the case of Akron hospital the problem is how they will distinguish them from their competitors as the best care givers and medically advanced hospital. The question management will ask how best they can kno...
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