Positioning and Differentiation with Health Care Organizations
Positioning and Differentiation with Health Care OrganizationsPositioning and Differentiation with Health Care Organizations
Two health care organizations located in the same area are Cedars-Sinai Medical Center and City of Hope Research Hospital, both in Los Angeles. Both facilities cater to and are championed by Hollywood celebrities, so in many respects they are similar. Their positioning and differentiation is distinctive in other respects, however. This paper will examine the positioning and differentiation of both organizations, noting their similarities and differences.
Cedars-Sinai can boast that “Many a star has been born, literally” there (“Cedars-Sinai Medical Center,” 2008). Its location, “where Los Angeles meets Beverly Hills and West Hollywood,” ensures that it serves movie stars and other Hollywood celebrities, and this visibility prompts exceptional care (“Cedars-Sinai Medical Center,” 2008). In addition to its star-studded patient list, the hospital is also known for being a teaching and research hospital that has approximately 600 different research programs (“Cedars-Sinai Medical Center,” 2008). Even its Board of Directors boasts such notables as Steven Spielberg and Sherry Lansing, and it enjoys celebrity supporters such as Barbra Streisand, Denzel Washington, Mel Gibson, and others (“Cedars-Sinai Medical Center,” 2008; “Cedars-Sinai Medical Center,” n.d.).
Cedars-Sinai’s positioning and differentiation are both related to its celebrity image. It has positioned itself as the hospital to the stars by extending special privileges to stars at the expense of its ordinary, non-celebrity patients. It provides “private, 24-hour nurses, gourmet meals and, in adjacent rooms, plush beds for the entourage,” and when Julia Roberts arrived to deliver twins Phinnaeus and Hazel, the hospital “booted a pregnant woman from a prereserved birthing suite” to make room for her (Gornstein, 2008). In addition, the hospital asks celebrity-oriented questions prior to the arrival of pregnant stars, such as “Will you...