Waterbury Hospital - Phase 3: Customer Relationship Plan

Waterbury Hospital - Phase 3: Customer Relationship Plan
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Introduction
Ambulance and emergency services are crucial to improve the health outcomes of people requiring immediate medical attention. Strategies at Waterbury Hospital can improve competitiveness and how the hospital can connect better with the ambulance drivers and emergency medical technicians (EMTs) to improve patient care and delivery. One of the issues is to ensure that the patients and their families that there is a genuine concern for health and personalized follow-up where the ambulance drivers and EMTs facilitate care provision.
Creating value for patients/ customers with the healthy, profitable and lasting relationship, deliver value in service provision and customers are more likely to return, and since there is an emphasis on patient satisfaction, Waterbury Hospital provides quality care in a friendly environment and serves the community to improve the quality of care (Waterbury Hospital, 2019). Attention in hospitalization by a specialist doctor and multidisciplinary teams to provide quality care and surgical procedures is beneficial as there is adequate emergency care by the specialists. The marketing strategy emphasizes creating awareness, building long-term relationships with the patients and providing quality services, to achieve this digital branding and getting more actively involved in community initiatives will be helpful (Waterbury Hospital, 2019).
Marketing strategy
The idea is to target ambulance drivers and EMTs by focusing on how there will be increased focus on improving medical or health knowledge among the staff. Improving awareness will increase the quality of care, which will help to trust. Improving the competitiveness of ambulatory and emergency service will serve the patients and the hospital’s services will be preferred for quality, and after enhancing hospital’s reputation this will increase that loyalty because of an improved brand. The ambulance and emergency service serve the target community and by focusing on brand competence the emergency drivers and EMTs will be directly involved in improving the brand image and providing care to the patients better than before as they are well informed about the care needs.
Marketing management and strategy will improve competitiveness as Waterbury Hospital will be more engaged with the community. The hospital will market and participate in community health programs where there will be direct marketing of the ambulance and emergency services. This promotes the hospital brand while connecting the staff members to the community. Furthermore, sponsoring relevant community health programs will demonstrate the hospital’s willingness to ach out to the potential customers and ability to improve the quality of care (Pearson & Shaler, 2017). To ensure there is continued provision of quality care services the hospital will ensure at all times that there is a safe working environment and workforce support.
Waterbury Health's competitors
The competitors in Waterbury, Connecticut and other areas in Connecticut include Griffin Health Services Corporation and Hartford Healthcare Corporation. There have been increased mergers and acquisitions among Connecticut hospitals in the past decades, with hospitals mainly joining the big chain hospitals and the independent hospitals also working together as the alliance members (Bexker, 2014). Griffin Health Services Corporation in Derby, CT is an alliance member and affiliated with the Planetree organization (D&B Hoovers, 2019). Hartford Health Care mainly caters to residents of northern Connecticut and has various medical specialties and the network has other hospitals in Connecticut.
Waterbury Health's customers
Waterbury Health's customers are mainly from Waterbury Connecticut, and there is an emphasis on building relations with the customers with dedication and eff...