Introduction
The Caring Angel Hospital is a medical institution, which requires improvement of its operations while focusing on the enhancement of the quality of the healthcare and enlarging its areas of operations. I was a senior consultant have spent two months at the hospital and contributed to the positive change, which led to the growth in the customer base. Nonetheless, the patients tend to show concerns about the quality of the healthcare while discovering the alternatives presented in the market. It was noted that the primary issues are related to the discomfort during the waiting time, the lack of responsibility among medical personnel, and the absence of desire to be involved in the conversations with the patients. These aspects have an adverse influence on the profitability of the hospital, and their impact has to be minimized.
The primary goal of this paper is to determine the potential action plan, which will help the hospital reach its organizational goals and enhance performance, as these matters are substantial to the firm’s competitiveness in the market. Meanwhile, it is vital to choose a relevant strategy, which will assist in increasing the company’s market share. Lastly, the two value-added services are proposed to enhance the quality of the services while focusing on the well-established goals and the action plan.
Steps to Achieve the Goals
The hospital has a plethora of objectives and goals to achieve, and they are related to the improvement of the organizational structure, corporate culture, and quality of the services. Meanwhile, the proposed steps will assist in the realization of the competitiveness while differentiating itself from the competitors. Despite the necessity to improve the hospital’s profitability, the management should prioritize the enhancement of the organizational structure while paying attention to the corporate culture of the institution. Firstly, in this case, the company should redesign the organizational chart as it has a critical influence on the hospital’s performance and profitability and should be based on the external and internal analyses (Kribikova, 2016).
Another step is to focus on the corporate culture since this approach defines the attitudes of employees and their relationships with management. The connection between the different levels of subordination is one of the primary elements, which ensures the quality of the services due to the sufficient flow of the processes within the organization. In this case, the role of team-building cannot be underestimated, as it delivers the company’s values to the employees. Meanwhile, the company has to change its corporate values to highlight the paramount importance of the safety of the patients, which can be maintained with the assistance of training and meetings (Thomas & Galla, 2013). This stage will help improve employee morale and create strong teams within the medical institution.
Advancement of the service quality is beneficial for the company’s competitive edge, as it increases its market share and strengthens a position among the rival firms while accumulating patients’ returns. In the context of the presented case, particular attention has to be paid to the emotional intelligence of the workforce, as it contributes to building trusting relationships with the customers due to the involvement in the conversations (Kurian, 2013). In this instance, the medical institution should emphasize the vitality of developing new quality standards, which will monitor the customer’s satisfaction on the regular basis. In the end, a combination of these steps will ensure the company’s position in the market as it proposes the sequence of actions that the Caring Angel Hospital should pursue to create a competitive edge and improve the frequency of clients’ returns.
Approach to Increase the Market Share
As it was mentioned earlier, one of the critical goals of Caring Angel Hospital is to upsurge its market share while defining its competitive edge and its corporate culture. These aspects are the essential attributes for the prosperity of the medical institution, but they are regarded as the primary sources of inconvenience in the current situation. One of the possibilities for improvement is the prioritization of the enhancement of the relationships with the customers, as this strategy will have a beneficial influence on the factors mentioned above.
The tactic implies focusing on the customers as the most important element of the seller-buyer interactions due to their correlation with the organizational performance. In this case, cultivation of the trusting relationships should be prioritized, and it can be achieved with the assistance of the redesign of the values of the corporate culture and emotional intelligence during the contact with the patients (Kurian, 2013). A combination of these factors will have an advantageous impact on the established goals and objectives while increasing the possibility of their achievement.
A rationale for the selection of this approach is reasonable, as the customers are the key sources of the company’s revenue (Terpstra, Kuijlen, & Sijtsma, 2012). Meanwhile, the patients’ loyalty helps create a positive perception of the organization due to the availability of positive feedback and the spread of word-of-mouth (Singh & Goyal, 2014). Simultaneously, this matter correlates with the quality of the services while underlining the necessity to improve organizational performance and corporate culture. In this instance, the utilization of this strategy will be beneficial for the company’s organizational stability and prosperity while defining its future enlargement with the assistance of a well-developed customer base.
In the end, the proposed strategy could be regarded as the most suitable one in the context of the case of Caring Angel Hospital. This approach complies with the initial goals of the company while underlining reorganization as a principal procedure. It will contribute to finding a solution to the presented issue related to the quality of the services, increase of the market share, and the establishment of a sufficient customer base while creating a positive image of the organization and cultivating clients’ returns.
Proposal of the Value-Added Services
The enhancement of the hospital’s services is a complicated process, which requires detailed planning and consumes a significant amount of time. Meanwhile, it is critical to determine and follow a sufficient and well-developed plan of action to be able to achieve the desired goals, as, otherwise, the complications related to the improvement of the company’s competitiveness might be present. Consequently, the principal aim of this section is to introduce two value-added services, which contribute to the goals mentioned previously.
In this instance, one of the proposed value-added services is the introduction of friendly and colorful reception areas with modern design and technological equipment. It could be said that several reasons define the selection of this innovation, and one of them is the ability of this area to create an initial perception of the hospital as a medical entity with a friendly atmosphere. Meanwhile, the utilization of this aspect could be considered as one of the matters, which will cultivate an extended frequency of returns. Based on the factors provided above, it remains apparent that its primary focus is the improvement of the quality of the services while emphasizing the importance of customers due to the positive influence on the organizational profitability (Terpstra, Kuijlen, & Sijtsma, 2012).
In turn, another value-added service, which can beneficially affect the company’s expansion and increase in revenues, is the online registration system. The primary goal of this innovation is to elevate the current level of customer satisfaction by using information technology to ease the procedure. Another benefit of this service is the ability to provide consultancy before scheduling the doctor’s appointment, as it will eliminate waiting time and have an advantageous impact on overall satisfaction. Meanwhile, the introduction of this service will have a positive influence on the overall rivalry in the medical market as it will assure the market share of the Caring Angel Hospital. It could be stated that the primary benefits are related to the increase in the company’s profitability while focusing on the enhancement of the organizational performance with a positive reflection on the overall stability and revenues.
In the end, it could be said that the services described above add additional value to the hospital’s functioning while being the cultivators of the establishment of a sufficient customer base. In turn, this strategy will have a beneficial impact on the Caring Angel Hospital and minimize the influence of rivalry on the clients’ returns and satisfaction. It could be said that these aspects are critical to the company’s success, and their vitality cannot be underestimated due to the existence of the problems related to these factors, which require improvement.
References
Kribikova, P. (2016). Organizational structure and performance. Actual Problems in Economics, 175, 109.
Kurian, J. (2013). The role of emotional intelligence in customer service quality: A review of service sector. Asia Pacific Journal of Management & Entrepreneurship Research, 2(2), 74.
Singh, P., & Goyal, S. (2014). Measuring the impact of service recovery strategies on customer loyalty and word of mouth with respect to the customer satisfaction as a mediator. International Journal of Applied Services Marketing Perspectives, 3(1), 699.
Terpstra, M., Kuijlen, T., & Sijtsma, K. (2012). An empirical study into the influence of customer satisfaction on customer revenues. The Service Industries Journal, 32(13), 2129-2143.
Thomas, L., & Galla, K. (2013). Building a culture of safety through team training and engagement. BMJ Quality & Safety, 22(5), 425.