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Marketing Management Individual Project: Develop Value Offering Product Experience
Assignment
Cristhian Torres-Hage
Department of Business, Liberty University
BUSI 520: Strategic Marketing
Ashlie Roeder
September 26, 2021
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Marketing Management Individual Project: Develop Value Offering Product Experience
Assignment
Q1. Explain your product planning efforts.
We often think of a product as something that can be held like a cell phone or television,
but our textbook defines a product as, “anything that delivers value to satisfy a need or want and
includes physical merchandise, services, events, people, places, organizations, information, even
ideas” [ CITATION Mar19 \l 1033 ]. As a healthcare organization, AdventHealth is in the
business of delivering a service. That is its product. AdventHealth provides care to its community
through its many hospitals, primary care clinics, skilled nursing facilities, and more. The main
goal would be to make healthcare accessible through a variety of enhanced technological
products that would allow for a patient to, “self-schedule, video chat with a doctor, text a doctor,
nurse, or pharmacist, keep track of their care plan, and access health records”[ CITATION
How19 \l 1033 ]. This would allow for patients to connect at all hours of the day instead of just
during physical hours of operation [ CITATION How19 \l 1033 ].
Q2. Explain the product’s/service’s current life cycle stage (introduction, growth, maturity
or decline). Select one stage to discuss and omit the others.
There are different aspects of healthcare similar to how a company can have a family of
products which operate under the same umbrella. Some AdventHealth facilities, such as hospitals
or primary care clinics, exist to provide general care to the patients while others, like long term
acute care or skilled nursing facilities, exist to provide care for people with life limiting illnesses.
AdventHealth’s product offering is currently in the growth stage. AdventHealth operates mainly
in Florida where, according to the 2018 Census Bureau’s population estimates, 20.5% of the
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population is age 65 or older [ CITATION Whi21 \l 1033 ]. This provides a great opportunity for
growth of elderly and at-home health services. There is a great opportunity for the use of
Advanced Nurse Practitioners (ANP) in home care settings for elderly patients [ CITATION
Lju17 \l 1033 ]. This would reduce the overhead of the organization by eliminating the need to
build more facilities and also improve the level of care for patients by allowing them to have a
team come to their homes and care for them.
Q3. Discuss your techniques of building the equity of your brand.
AdventHealth has built the equity of its brand through great perceived quality, a positive
attitude towards the service, and good brand loyalty. The company stands out in its home market
of Orlando, FL through different awards which increase its percieved quality an brand loyalty
including; Orlando’s #1 Hospital 11 Years in a Row, The Only A=Rated Hospital for Patient
Safety in Orlando, Newsweek’s World’s Best Hospitals, The Highest Ranked 5-Star Care by
Centers for Medicare and Medicaid, and Best Newborn Care in Florida for 3 Years in a Row
[ CITATION Cen21 \l 1033 ]. AdventHealth seeks to continue earning more awards to stand out
from the competition at all of its facilities in every state. The company also works hard to make
an atmosphere and culture that speaks love and compassion within the organization. Through its
service standards (Love Me, Make it Easy, Own it, Keep me Safe) AdventHealth encourages
employees to interact and care for anyone who walks through their doors as a family member or
loved one [ CITATION Med21 \l 1033 ].
Q4. Discuss several branding decisions recently made or appropriate to make.
A recent branding decision made by the organization came in August of 2018 when
Adventist Health System, a healthcare company operating more than 50 hospitals in ten different
states announced that it would be changing its name to AdventHealth [ CITATION Adv21 \l 1033
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]. Before the change, each facility at each state operated under its own branding and identity
while being a part of Adventist Health System. The name change allowed for the organization to
adopt a family branding structure where all facilities and services now carry the name of the
company. By rebranding the organization to AdventHealth they are now able to have a unified
name and promise across the entire system and, with the name change, “the health system will
move to being one consumer-centric, connected and identifiable national system of care for
every stage of life and health” [ CITATION Adv21 \l 1033 ].
Q5. Describe the support services and post-sale service arrangements provided by the firm
and required by buyers.
Because today’s economies are driven by a “new logic that considers service and the
customer experience to be the principal rationality in marketing” [ CITATION Mar19 \l 1033 ],
AdventHealth is dedicated to collecting data on employee and patient experiences to further
improve its service. The company doesn’t just want to prescribe medication or coordinate and
execute a surgery. The company wants to add value to the community through a defined set of
benefits and services which not only treat the current health need, but improve individual’s lives
in the long term. To do this, AdventHealth utilizes the SERVQUAL instrument. Patients are able
to complete a patient survey to give feedback to AdventHealth regarding their experience at the
facility including but not limited to the, ease of making the appointment, friendliness and
courtesy of the staff, overall comfort, and even the feeling of being listened to by the provider
[ CITATION Pat21 \l 1033 ]. Marshall suggests that, “treating employees as customers and
developing systems and benefits that satisfy their needs, is an essential element of internal
service quality” [ CITATION Mar19 \l 1033 ]. A different format of the SERVQUAL instrument
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is also used to ensure that the employees at AdventHealth are satisfied with their working
environment, compensation, benefits, and relationships at work. Through sorting and organizing
the data from these surveys, AdventHealth can make changes and implement improvements in
their operating strategy and service delivery system to add value to their employees and
customers.
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References
Adventist Health System Announces Plans to Become AdventHealth. (2021, September 26). Retrieved
from AdventHealth: https://www.adventhealth.com/news/adventist-health-system-announces-
plans-become-adventhealth
Central Florida. (2021, September 26). Retrieved from AdventHealth:
https://networkofcare.adventhealth.com/central-florida?gclid=Cj0KCQjwtMCKBhDAARIsAG-2Eu-
EhZMI-1Dt-bh__YVcx619k3ThE62hAdmqR-tD7sL4YWZc4s_vO6AaAhCREALw_wcB
How AdventHealth Is Making The Most of a Healthcare Revolution. (2019, July 9). Retrieved from Chief
Executive: https://chiefexecutive.net/adventhealth-healthcare-revolution/
Ljungbeck, B., & Forss, K. S. (2017). Advanced nurse practitioners in municipal healthcare as a way to
meet the growing healthcare needs of the frail elderly: a qualitative interview study with
managers, doctors and specialist nurses. BMC Nursing, 16(63).
Marshall, G. W., & Johnston, M. W. (2019). Marketing Management. New York: McGraw-Hill Education.
Medical Group. (2021, September 26). Retrieved from AdventHealth:
https://www.adventhealthmedicalgroup.com/east-florida/careers-new#:~:text=These
%20standards%20are%3A,and%20collaborate%20to%20find%20solutions.
Patient Survey. (2021, September 26). Retrieved from AdventHealth:
https://www.adventhealth.com/hospital/adventhealth-ottawa/form/patient-survey
Which U.S. States Have the Oldest Populations? (2021, September 26). Retrieved from Population
Reference Bureau: https://www.prb.org/resources/which-us-states-are-the-oldest/
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