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Dec. 5, 2008 at 8:40am
Make them irrelevant
Posted by Shari Campbell in Advertising, Branding, Planning and Strategy, Practice Management
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“Don’t compete with them – make them irrelevant!”
Wish I would’ve coined that helpful phrase, found in the bestseller Blue Ocean Strategy. It reminds me of a conversation I had recently with a colleague about two hospitals competing head-to-head for the same, limited number of breast cancer patients in the same, limited market space.
The battle wages on in ads and on Web sites. “The latest MammoSite RTS technology” screams one hospital’s ad. “We offer the latest full body stereotactic radiosurgery,” shouts the competitor hospital’s ad.
And I’m left wondering, does this approach achieve either organization’s marketing objectives?
An alternative strategy for this service might be to look for the “blue oceans” – the uncontested market space ripe for growth.
Consider the “Eliminate-Reduce-Raise-Create” grid used by the authors of Blue Ocean Strategy next time you’re faced with a competitive challenge. It just may lift your strategy, differentiate your service and make the competition irrelevant.
Breast cancer service grid for The Best Hospital Ever
|
Eliminate
Delays between suspicious mammogram and diagnosis
Lack of access to physicians or test information |
Raise
Nurse and educator role in treatment plan
Focus on customer service and convenience versus typical hospital |
|
Reduce
Reliance on technological terms in ads and patient collateral
Complexity of referral and treatment process |
Create
Cancer coach to guide and advise about treatment options (a personal connection)
Meal plan customized for type of cancer, stage of treatment
Clinics service locations outside of hospitals in settings more accessible to busy women |
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