Non-communicable diseases are on the rise affecting the entire global population. Initially, they were thought to be western diseases since they occurred in developed countries, but they currently span even in developing countries. Some of the NCD’s have been managed successfully and do not pose life-threatening comorbidities; however, some are still fatal and need to be controlled. Cancer prevalence is steadily increasing thus the need for healthcare organizations to accommodate this new line of infection.
Mission Statement
The particular healthcare organization being discussed strives to enhance the patients’ health by delivering safe and high-quality medical services. This is the mission statement of the overall hospital. Due to this focus, the healthcare organization has decided to expand on its services to offer oncological services to its patients and also play a vital role to alleviate the global burden of cancer. The organization will expand its scope of service coverage to offer both treatment and palliative care for the cancer patients. The new specific mission for the new service is to enhance the quality of life for cancer patients by delivering medical excellence. The purpose is derived from the organization mission thus serves to ensure the continuum of healthcare services across the whole organization.
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Due to this new mission, the organization being developed will require to implement several strategies to enhance its market entry and facilitate service delivery. The strategies at play for this healthcare organization are adaptive, market entry and competitive strategies which will be vital to ensure it meets its mission statement.
Adaptive Strategy
Adaptive approach rests on the idea of continuous experimentation and real-time adjustments based on customer needs and competitive offerings. The adaptive approach requires watching and responding to environmental changes. In the organization, the adaptive strategy comes in the form of the organization expanding its scope to meet the increasing cases of cancer. Instead of opening an independent facility, the healthcare organization will instead expand its services, hence ensuring the management is still the same.
Customer adaptive focus has been demonstrated to improve customer satisfaction hence its utilization in the organization (Alkaabi, Zeineldin & Khadkikar, 2017; Polat & Akgun, 2015). Customer adaptive focus entails an organization tailoring its services to the needs of the customers. In this case, the healthcare organization will include oncology services in its delivery charter to accommodate the increasing cancer prevalence which currently stands at 38.4%. (National Cancer Institute, 2018). Moreover, adaptive marketing is also another adaptive strategy which entails organizations actively tracking and responding to consumers.
Adaptive marketing has been successfully used by major brands such as Coca-Cola to add more products to the consumer line. In the case of the organization, adaptive marketing will be based on listening to the patients’ opinions and identifying relevant ways in which it can develop its services. For example, a patient may wish to get home services, which are not initially offered by the organization. Based on the positive impact this will have on the services being delivered, the management might opt to incorporate home services to the service delivery charter.
Major organizations widely use adaptive strategies due to their unrivaled merits which include building customer trust. The patients feel comfortable sharing their ideas with the organization since they know their opinions are heard and, in most cases, implemented. Furthermore, due to the existence of active communication between the patients and the organization, large packets of data are sourced thus enabling the organization to apply this data to achieving even more customer satisfaction. The information gives insights on the patients’ preferences which can later be used to develop new strategies as the organization expands (ActivEightDimensions, 2014).
Market Entry Strategies
These are strategies that are defined before the actual service is launched to guide decisions with regards to the product. The available strategies include technical innovation, product adaptation, security, low price, and conformity strategies. Among these strategies, the organization shall adopt a few. For starters, production adaptation strategy seems a viable option since it is cost effective thus ensuring the new services can be affordable to the patients (Akande and Khadka, 2018). Production adaptation strategy involves modifying the available services to suit a different group of customers.
In this case, the new target group will be the cancer patients, who will be the customer base for the organization. This expansion will ensure the organization taps the available niche regarding healthcare services available. Additionally, low price strategy is a crucial market entry plan that has been used across many organizations to ensure their success. This strategy involves a company offering relatively low prices as compared to existing institutions. This lowered price increases the demand for the products of the company, thus an increase in market shares.
The organization will price cancer treatment and drugs a bit lower than the average price of $100,000 annually (Simon, 2017). Offering prices ranging from $1000 to $2000 less will encourage more patients to turn to the organization for this kind of treatment. This strategy is useful in that the organization is treading in waters it has never charted before. This uncertainty necessitates the need for developing a plan that will encourage patients to visit the facility often and provide information that will be employed to better the services and increase the competitive edge as the organization grows.
The last viable strategy is conformity strategy which requires an organization to take a holistic approach regarding the services it offers. The new facility will serve to compliment the already existing organization hence together they shall provide comprehensive healthcare services to the patients. Palliative care is a vital component for terminal illnesses, and the organization will offer this kind of service, thus offering a holistic approach. Moreover, the holistic approach encourages patients to visit the facility since they are sure they are getting all the services they need all under one roof.
Competitive Strategy
This is the long-term plan of a particular company in an aim to gain a competitive advantage over its competitors. Cancer is a rising epidemic thus warrants the development of more healthcare organizations striving to manage the condition. Each of these organizations should have strategies in place that will ensure it remains a viable option for the patients even after a decade of its existence. The common types of competitive strategies were developed by Michael Porter which includes cost leadership, differentiation, cost focus, and differentiation focus.
The organization shall adopt differentiation leadership and cost focus. Each of these approaches has its own benefits and areas of application. Differentiation leadership entails an organization maintaining a unique feature for its services in the market which in turn creates a differentiating factor. In this context, the organization will develop its own unique culture of the employees that will ensure patients feel safe and receive the quality of treatment they deserve. Additionally, this form of strategy ensures that customers can pay a premium for the additional services which in turn increase revenue for the organization which will sustain its market presence (Arshed and Pancholi, 2016).
The last strategy is the cost focus strategy which concentrates on specific market segments to keep the services lowly priced in those segments. The organization is built around cancer care; thus this specialization will facilitate lower prices through increased productions of scale by increasing patient traffic into the facility (Porter, 1989). All these strategies will be used concurrently to develop and improve the services offered by the new organization. The nurse administrator is tasked with foreseeing that all these strategies are implemented as required to facilitate resilience in the organization.
References
ActivEightDimensions. (2014, June 06). What is adaptive marketing? And should you start adapting? Retrieved from https://medium.com/@AED_in/what-is-adaptive-marketing- and-should-you-start-adapting-cbe60b69a683
Akande, O., & Khadka, B. (2018). Market entry strategy: Case company-MAMTUS .
Alkaabi, S. S., Zeineldin, H. H., & Khadkikar, V. (2017). Adaptive planning approach for customer DG installations in smart distribution networks. IET Renewable Power Generation , 12 (1), 81-89.
Arshed, N., & Pancholi, J. (2016). Porters Five Forces and Generic Strategies .
National Cancer Institute. (2018). Cancer statistics. Retrieved from https://www.cancer.gov/about-cancer/understanding/statistics
Polat, V., & Akgün, A. E. (2015). A conceptual framework for marketing strategies in web 3.0 age: Adaptive marketing capabilities. Journal of Business Studies Quarterly , 7 (1), 1.
Porter, M. E. (1989). How competitive forces shape strategy. In Readings in strategic management (pp. 133-143). Palgrave, London.
Simon, S. (2017). Study shows US cancer drug costs increasing despite competition . Retrieved from https://www.cancer.org/latest-news/study-shows-us-cancer-drug-costs- increasing-despite-competition.html
