Articles, January 2004

Marketing Health Services - Steps to Competitive Advantage

by Karen Corrigan

In the health care industry, the most important decisions faced by executives and governing boards are, more often than not, posed by the marketplace. This applies to non-profit and for-profit companies and across large, diverse corporations and small businesses alike. The expectations and actions of consumers, government agencies, stockholders, competitors, and other interests continually reset the rules of competition. An organization’s ability to successfully develop and implement competitive strategy is the principal means to creating and sustaining competitive advantage over the long term.