Classification of marketing competitive strategies for health care organizations.
DOI:
https://doi.org/10.31558/2307-2318.2020.1.15Keywords:
typology of competitive strategies, healthcare organization, healthcare service, blockchain technologyAbstract
The subject of the study is a typology of marketing competitive strategies for healthcare organizations operating in the healthcare market. The article describes general approaches to the formation of M. Porter's competitive strategies, on the basis of which groups of healthcare organizations are identified, in which it is possible to use basic competitive strategies – cost leadership, differentiation, focus. The author interpreted M. Porter's generic strategies for health care organizations on the basis of a study of the conceptualstructure of competition in the health care market and identified the main strategies based on three competitive advantages - quality of healthcare services, improvement of the process of creating healthcare services, differentiation of healthcare services. Criteria for organizing and grouping competitive marketing strategies for healthcare organizations are proposed: cost orientation, focus on service quality, consumer oriented. The developed classification is based on the study of different models of competition and considers the peculiarities of the medical field. Separately, the author focuses on comparing «Red ocean» and «Blue ocean» strategies and examines the possibilities of introducing streamlined database technology (blockchain) in developing competitive strategies for health care organizations. The advantages of the combination of Blue ocean strategy and blockchain technology are substantiated in the article.References
Porter, M. (1985). Competitive Advantage. New York: McMillan Publishing Co, Inc.:576 p.
Ansoff, H. Igor (2007). Strategic Management. New York: Palgrave Macmillan:233p.
Mintzberg H. (2013). Simply Managing: What Managers Do - and Can Do Better. ReadHowYouWant:260p.
Thomson, R.B. (1994). Competition among hospitals in the United States. Health policy, Mar; 27(3): 205-31.
Butler, T.W., Leong, G.K. (2000). The impact of operations competitive priorities on hospital performance. Health Care Manag Sci., Jun;3(3):227-35.
Kotler, Ph., Shalowitz, J., Stevens, R.J. (2008). Strategic Marketing for Health Care Organizations: Building A Customer-Driven Health System. Jossey-Bass:576p.
Yudanov A. Yu. Konkurenciya: teoriya i praktika: Uchebno-prakticheskoe posobie. M.: Gnom i D, 2001. 304 s. [in Russian]
Friesewinkel H. (1982). Das pharmazeutische Marketing, 2. Kulmbach: Pharma-Team-Verlag:535p.
Ramenskij L. G. Vvedenie v kompleksnoe pochvenno-geobotanicheskoe issledovanie zemel. M.: Selhozgiz, 1938. 620 s. [in Russian]
Grime J. P. (1979). Plant strategies and vegetation processes. Chichester: John Wiley & Sons:222p.
Treacy M, Wiersema F. (1997). The Discipline of Market Leaders. Basic books; New Ad Addition:210p.
Traut Dzh., Rajs El. Marketingovi vijni (2019). K.: Fabula. 240 s. [in Ukrainian]
Omae K. (2019). Myshlenie stratega. Iskusstvo biznesa po-yaponski. M.: Intellektualnaya literatura. 211 s. [in Russian]
Kim W. C., Mauborgne R. A. (2015). Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant. Boston, Massachusetts: Harvard Business Review Press: 287р.
Codrin A. (2019). The Global “Blockchain in Healthcare” Report: the 2019 ultimate guide for every executive. Digital Disruption, May 26. Retrieved from https://healthcareweekly.com/blockchain-in-healthcare-guide/
Pino R. (1999). Corporate Aikido: Unleash the Potential Within Your Company to Neutralize Competition and Seize Growth.McGraw-Hill:169р.
Dussauge P., Garrette B. (1995). Determinants of Success in International Strategic Alliances: Evidence from the Global Aerospace Industry. Journal of International Business Studies. Vol. 26, Issue 3:505–530.
Von Krogh G., Cusumano M.A. (2001). Three strategies for managing fast growth, MIT Sloan Management Review,v. 42; No2:53-61
