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Our consulting services

and planning models are compatible with the concepts advocated by Jim Collins in Built to Last and Good to Great as well as those advocated by Robert Kaplan in The Balanced Scorecard (sometimes called the Five Pillars). We are also well-versed in Baldrige and Six Sigma criteria and methods.

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More than

100 articles!

Positioning Plans

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One of the most critical issues facing health care organizations that are seeking to create a more competitive image is "positioning." Positioning concerns itself with how the hospital or health system will seek to differentiate itself and its services from those of competitors. Until this basic strategic question is addressed, branding and marketing are likely to be "off target."

The Beckham Company helps a health care organization discover and enhance its position in the “mind of the marketplace”. The strategies and tactics we recommend will be based upon the answers we get to the following questions:

n What is the hospital's present position in each of its critical markets (physicians, consumers, and employers)?

 

n What are the positions of key competitors?

 

n What positions are available to the hospital?

 

n What position is going to be the most strategically advantageous to the hospital?

 

n How can the desired position be articulated and translated into communications?

 

n How must the hospital operations be modified to reflect its positioning strategy?

 

The Positioning Plan will address in a comprehensive way the development of an advantageous image and brand in the minds of the organization’s most important customers. We're able to finish a Positioning Plan within six to eight weeks.

It is impossible to be completely flexible. You need a mix of resolve and flexibility -a combination of nonnegotiable expectations and purposeful experimentation. What’s needed is a “flexible persistence”.