BUS 620 Discussion responses needed

Customer Needs

Visit GE Healthcare (Links to an external site.)Links to an external site.  (http://www3.gehealthcare.com/en). In context to the major points of chapter 5, define how GE is addressing the needs of their hospital customers by the design of this Web site? Where and what is GE doing right, what is GE doing wrong, and where can GE improve using marketing research? In context of chapter 3, where can GE improve using marketing research? Respond to at least 3 of your classmates.

Respond to Latia Truesdale post

When I accessed the GE website, I noticed a lot of ways that they are addressing the needs of their customers. The first thing that the page prompts customers to do is to select the appropriate language and country for themselves. Once the actual website for the United States opens, GE begins by telling customers the benefits of using their new digital ecosystem. For example, they tell customers that they can access information about different medical topics and leadership. They also offer their secure portal to help customers navigate through the site. GE advertises one new product at the bottom of the page that looks very innovative. In fact, they have a long list of products under the products and services tab. They have an education tab and a specialties tab, which are informative to customers. Most importantly, they have an about us tab that allows customers to get familiar with the company and what they do.

I think that the GE website already shows that the marketers are using the marketing process in Chapter 3 of our text. I do not see much room for improvement for this website because I think that the company has given all of the information that it has to its customers in the most informative way. For instance, the last two parts of the marketing research process are collect & analyze data and present the findings (Finch, 2012). The creators of GE gives an explanation of each product and some statistical facts. They went on to present their overall findings on this website. The GE website also is aligned with Chapter 5 of the textbook because it makes the customers want to buy their products when they see those benefits. For example, one benefit is that GE offers reimbursement to customers. From what I have learned through the readings, I feel as if GE could do more advertising to cater to customers buying decisions. For example, I would have never thought to suggest this company to any of the doctors I know because I had never heard of it until this assignment. Advertising is a specific way for GE to separate themselves from other companies because we do not see hardly any medical advertisements. It can also help GE focus on a specific target market and expand their brand.

Finch, J. (2012). Managerial Marketing. [Electronic Version]. Retrieved from https://content.ashford.edu/books/AUBUS620.12.1  GE Healthcare. (2019). Service Agreements. Retrieved from https://www.gehealthcare.com/en/services/service-agreements

Respond to Joseph Lowe post

GE Healthcare is a worldwide leader in both medical technology and life sciences (GE Healthcare, 2019). Based on the description of this company, under the master General Electric umbrella, Finch (2012) would label them as operating in a business-to-business market. GE Healthcare markets products to hospitals, doctor’s offices, medical clinics, and innovation companies across the globe. In the context of chapter five of our course text, GE Healthcare’s website does an effective job, in my opinion, in catering the to the perceived motivations of their target customer segment. Their main page begins with a slogan around how their products are on the cutting edge of the digital age. It also features a scrollable highlight reel of their latest and most innovative products. What is interesting to me is that most all of them are centered around cancer screening, which is an ever-increasing topic of importance in the healthcare industry. GE’s website is marketed well as it relates to relaying product specifications, but I see an opportunity to do a better job of relaying why hospitals and healthcare systems, such as Atrium or Novant, should choose to do business with GE. They don’t market themselves very effectively in my opinion, which is a crucial factor in convincing the gatekeepers and decision makers of the prospective buyers to do business with GE. In the context of chapter 3, GE should implement what Finch (2012) calls “longitudinal studies” (p. 85) to understand the ongoing correlation between their sales trends over time and advertising strategies.

Respond to Elysia Washington post

GE is addressing the needs of their hospital customers by the design of this web site in great fashion. When designing a web site the specific colors chosen represent different meanings. Blue signifies dignity, security, confidence and trust. GE has been able to capture the hospital customers first by their distinctive blue on the web. That is a great aspect of being influentially stable in the health industry. They also have done a phenomenal job with the information being provided. The information is clear, concise and visually appeasing. They have elevated the concept of educating the patients. If I were a patient I would be pleased with the content layout of the sub pages with additional videos, testimonies and invitation to be a part of their innovative personalized care. 

GE is a business-to-business market.These business-to-business, or B2B, buyers purchase goods and services for their own operational needs, for use in the production of other products, or for resale (Finch, 2012). The business- to -business aspect of the website could deter hospital patients from understanding the information provided. It could cause frustration or rejection. Some people could be intimidated by the inclusive language. For me as a patient from time to time, I enjoy information. It makes me a well informed patient. If questions or concerns arise I can feel the need to reach out for more conclusive answer. GE has great aspects of their products and web but it could improve.

As Finch (2012) stated, "The Ansoff Product/Market Opportunity Matrix is an analysis tool used to identify new growth strategy options". GE could use the Ansoff Matrix Model to come up with new ways to include more product development because their product line is empowering users, deciders and buyers. 

Reference

Finch, J. (2012). Managerial marketing [Electronic version]. Retrieved from https://ashford.content.eduLinks to an external site.

GE Healthcare. (Links to an external site.)Links to an external site. (www.gehealthcare.com/)