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Planning Marketing and Branding in Cleveland Clinic and CVS Minute Clinic

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Cleveland Clinic (CC) is a nonprofit organization, which was founded in 1921 during a period when the medical care was taking place in a doctor’ s offices, in fact, the founders served as surgeons in the First World War (MIT Students, 2010). The hospital was established when the founders realized that they would work together in order to offer integrated, multispecialty health care services. The group practice model has prevailed until now when it is in a major form of American health care service delivery. Moreover, the hospital has endured, blossomed in a country with the largest health care centers, and it has managed to attain twenty-seven health care centers and community health centers and three affiliated hospitals.

The effort differentiation by the hospital has focused on multidisciplinary, patient-centric care, whereby the hospital care units have rotational and linear care. They also employ team-based care structures comprising of a Care team and Specialty Center. The hospital has also focused on providing a layer of services that surpasses the basic care since the patients are centric culture. In addition, the hospital continues to expand its services by providing and pursuing innovative and quality improvements in order to differentiate itself from competitors.

The organization also has an internal operations strategy and a system that supports the company’ s business strategy through the provision of high quality and complex care. Externally, the hospital supports differentiation on the aspects of positioning in a competitive environment; thus, the hospital continues to outline their operation strategies and systems in a way that exploits the mundane aspects of services to differentiated and offer a competitive advantage. The positioning of products and services involves offering high-quality medical care to patients, in a way that they receive a patient first context.

In this case, the organizational culture and system entreat staff to offer a service that surpasses customer expectations through continuous improvement of care.

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