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Hcs 539 Week 1

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Submitted By jdlrphillips
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Positioning and Differentiating
HCS 539
Week 4

Positioning and Differentiating Houston is heavy in health care organizations. In order to survive within this market it is essential to position an organization so that it finds its niche in the area. Cypress Fairbanks (Cy-Fair) in located in a suburb of Northwest Houston along with its sister hospital Houston Northwest. Both facilities are owned and operated by the Tenet Corporation and follow under the Tenet umbrella. While the two are sister hospitals, they are independent of each other and therefor are competitive. Each facility has positioned itself to differentiate the individual facilities as unique and separate, while sharing certain resources.
Houston Northwest is located near downtown Houston. It is a level 3 trauma center has stroke and chest pain accreditation. It has a close proximity to Cy-Fair but has an easier access due to its proximity to the freeway. Cy-Fair is located approximately twelve miles from Houston Northwest. It possesses a level 4 trauma designation, chest pain and stroke accreditation. However, it is physically more difficult to reach Cy-Fair as it is approximately five miles from the freeway and traffic is more congested thus decreasing the amount of ambulance traffic that the organization receives.
“Differentiation is achieved when consumers perceive that a service differs from competitive offerings on any characteristics, including pricing” (Fisher, 1991, p. 19). Houston Northwest has marketed well in order to achieve its own identity separate from Cy-Fair. Differentiation is based on perceptions. Houston Northwest has found what the customer desires and has capitalized upon these said needs. Houston Northwest has done this through the use of competitive isolating mechanisms of information impactedness and response lags. Information impactedness is defined by

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