Every company or organization is always looking for the next best thing. Hospitals are always trying to solve problems for their patients in the most efficient and least invasive ways. Robotic surgery is that in itself. Robert Wood Johnson University Hospital is a hospital that would benefit and increase their success with the Robotic surgery and all of the advantages it would provide for the patients. Overview of Robert Wood Johnson University Hospital Robert Wood Johnson University Hospital (RWJUH) is one of the leading academic medical centers in the nation.
RWJUH is not only a hospital that offers the highest quality in medical services, but also offers a world-class education opportunity in its campuses in New Brunswick and Somerville, New Jersey. The campuses of RWJUH in New Brunswick and Somerset act as the lead hospital for Robert Wood Johnson Health System, a premier health system of choice in the state of New Jersey (Robert Wood Johnson University Hospital, n. d. ).
In addition, RWJUH in Somerset also provides comprehensive health care services. RWJUH in New Brunswick is the flagship for Cancer Hospital of Rutgers Cancer Institute of New Jersey as well as the primary hospital for Rutgers Robert Wood Johnson Medical School in New Brunswick, NJ. Moreover, RWJUH is the proving ground in the development of the state-of-the-art care in cardiovascular care, cancer care, and women’s and children’s care, including The Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital.
RWJUH is “…also a Level 1 Trauma Center that serves as a national resource in its ground-breaking approaches to emergency preparedness” (Robert Wood Johnson University Hospital, n. d. , para. 3). 2 STRATEGY AND POSITIONING PAPER RWJUH has also been recognized nationally on several occasions for its method in clinical quality and patient safety.
For instance, the researchers at the Harvard University has recognized RWJUH as one of the nation’s top 10 hospitals for clinical quality. The U. S. News & World Report has not only ranked RWJUH six times as one of the most prominent hospitals in America, but also ranked The Bristol-Myers Squibb Children’s Hospital as the nation’s Best Children’s Hospitals for two consecutive years. RWJUH is also one of the most comprehensive cancer centers in the country according to the American College of Surgeons’ Commission on Cancer as well as one of the top 50 exceptional hospitals in the U.
S. by Leapfrog Group. RWJUH is also a four-time beneficiary recipient of the prestigious Magnet Award for Nursing Excellence and acknowledged as the “Best in Class” hospital by the Institute for Diversity and Health Management (Robert Wood Johnson University Hospital, n. d. ). Description of Robotic Surgery Robotic surgery is starting to become the next big thing in hospitals. When a person thinks of robots, the first thing that might come to his or her mind would be the movie “I-Robot. ”
However, this is a different type of robot. Robotic surgery is something that allows doctors to perform the easiest to the hardest surgeries with extra flexibility along with more precision. Controlling the robotic and keeping a close eye on the patient. In addition, having the robotic surgery these systems are starting out with great technology, such as mechanical arms and camera arms.
This allows the doctors to sit there along the side of the patient today, from the smallest patients to the largest patients having the most complex surgeries. However, with the robotic surgery or the assisted robotic, doctors are able to spend more time watching the patients and making sure they are making it through the surgery.
Doctors are able to monitor the tiniest incisions.
” •LOW-COST FOR SURGICAL PROCEDURES ABROAD CREATES COMPETITIVE THREATS IN THE U. S. SWOT Analysis STRATEGY AND POSITIONING PAPER SWOT Analysis of Robert Wood Johnson University Hospital and Offering Competitive Analysis of Robert Wood Johnson University Hospital and Offering Using Porter’s Five Competitive Forces Model 4 STRATEGY AND POSITIONING PAPER When it comes to the robotic surgery market, there are five strong drivers that will cause consumers to buy. There are love, pride, guilt, fear, and greed. Understanding each client’s needs will lead the robotic surgery market to buy into using this method.
Love is a beautiful thing, and the love the client and family have would drive them to take the best method of surgery and targeting this drive would benefit in clients using the robotic surgery method. Pride is a great driver to focus on because the clients and family want what’s new and best out there when it comes to one’s health. Guilt can come in handy when it comes to making sure that a patient has tried the same things with no results and using this drive can help the client use the robotic surgery. Fear drives any client to use what is new out there when it comes to the health of anyone.
Finally, greed of having to use a new fast and effective method that many have not tried can be a good driver to get the robotic surgery to be used. Criteria Will Use to Segment Market and Selected Target Market Market segmentation enables a marketing manager to choose what market dimension might be useful for planning marketing strategies. Two of the dimensions are behavioral and geographic segments. The behavioral segment affects the product or service, which includes what the potential customers need and want to know about the company’s contribution (Perreault, Cannon, & McCarthy, 2011).
Geographic segment affects the size of target market, which includes the place where the product or service is made accessible and who is targeted with advertising and sales promotion (Perreault, Cannon, & McCarthy, 2011). The robotic surgery market segment would include both behavioral and geographic segment. The behavioral segment would include the patient and the hospital where the robotic surgery is performed. The patient would benefit from the robotic surgery by having less recovery time and less scarring. The hospital will benefit from the aide of the robotic arm by reduce patients stays (reducing
5 STRATEGY AND POSITIONING PAPER cost), and quicker and more precise surgeries (reducing surgeon cost). Robotic surgery has geographically segmented themselves by globally positioning the robotics across the world. Another segment that will help the robotic surgery is the psychograph segmentation. With the robotic surgery concentrated in different hospitals that perform delegate surgeries have targeted the consumer’s values, interest, and lifestyles. Description of the Target Market As this technology grows, robotic surgery is used in America, EMEA, and APAC regions.
This technology has become popular in several hospitals in the United States, which allows for growth. The key vendors for this technology allows the machine to go into the hospital to do surgeries or assist on surgeries for many patients. These patients can range from a newborn child to an elder patient. A person can also hear of children having robotic surgery while still in the womb; depending on what the surgery is for. To name several hospitals that have this technology would be Jackson Hospital.
Jackson Hospital allows procedures, such as coronary bypass, kidney remover, to the kidney transplant in addition to tubal ligation and the common hysterectomy. Hartford Hospital also uses the technology. The robotic technology is definitely the best new thing, and it will be all over the states in several years. Once the surgical system catches on to all the perks as long as the hospitals have the funds then they will start grabbing up the technology for their own hospital.
Needs that Cause Target Market to Buy The robotic surgery will provide shorter hospital stay for individuals, less pain for the clients, less blood loss and transfusions, less scarring, and there will be a quicker return to normal activities for patients.
With robotic surgery, it would be a mid- range pricing rather than in regular high price surgery since it would cut down on the need of more staff and the profit would 6 STRATEGY AND POSITIONING PAPER come from the creative, technical skills. The robotic surgery is available for client that will need urology procedures, gynecology procedures, bariatric procedures, and general surgery. Having a doctor uses the robotic surgery, it will help get a smaller more precise movement than with a human hand. The robotic has a better range of motion than it would normally as well.
The robotic surgery sees in a 3D level that will help the doctor see blood vessels and tissue that one may not with any other normal surgery’s available. Written Positioning Statement Marketing managers are sometimes compelled to use a positioning statement to provide attention to the marketing mix (Perreault, Cannon, & McCarthy, 2011). The statement usually is just a simple statement that includes the target market, the brand, product type, and key benefits or point of differentiation. Other positioning statements may include the organization’s competition or other key factors that will aid the statement.
The statement could also include pictures or graphs to add visual glamour to the statement. An example of a positioning statement for The Robert Wood Johnson Robotic Surgery would be: For patients of all ages, who are in need of a surgical procedure that is too complicated for a surgeon to perform, The Robert Wood Johnson Robotic Surgery, delivers a precise procedures with an aid of a robotic arm. The robotic arm is given commands by a trained medical surgeon. The use of the robotic arm allows surgeons to perform surgeries in tight areas where other surgeons have refused to do the procedure.
Areas of surgical procedures include urology, gynecology, and general surgery. Some of the subcategories are bladder diverticulectomy, hysterectomy, and ventral hernia repair. The robotic surgery offers a rapid recovery and less scarring because the surgery requires a smaller incision. Other robotic centers include the Hartford Hospital, and the Jackson Hospital. 7 STRATEGY AND POSITIONING PAPER Conclusion There are so many benefits that the Robotic Surgery’s would bring to all Hospitals which allow for less invasive procedures and faster recovery time in patients.
At Robert Wood Johnson University Hospital benefits from this product but more so the patients with less pain, less blood loss and transfusions, less scarring, and quicker recovery to normal activities. Once this product proves its success it can be used at all Hospital’s to benefit all patients in need.
8 STRATEGY AND POSITIONING PAPER References Hartford Hospital. (n. d. ). Retrieved from http://www. harthosp. org/robotics/default. aspx Jackson Hospital. (2015). Retrieved from http://www. jackson. org/services_roboticSurgery_What. aspx Mayo Clinic. (2015).
Retrieved from http://www. mayoclinic. org/tests-procedures/robotic-surgery/basics/definition/prc-20013988 Perreault, W. D. , Jr. , Cannon, J. P. , & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (19th ed. ). New York, NY: McGraw-Hill Irwin.
Robert Wood Johnson University Hospital. (2015). Retrieved from http://www. rwjuh. edu/rwjuh/roboticsurgery. aspx Robert Wood Johnson University Hospital. (n. d. ). About Robert Wood Johnson University Hospital. Retrieved from http://www. rwjuh. edu/rwjuh/about. aspx University of Phoenix. (2015). Week Three supplement: Hoover’s First Research. Retrieved from MKT/421—Marketing course website. 9