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Name of University

Contents
Improving Customer Relationship at SKMC.............................................................................3
Marketing Strategy in Healthcare..........................................................................................3
Porters Model........................................................................................................................3
The risk of entry by potential competitors.........................................................................3
The intensity of rivalry with Mafraq Hospital...................................................................3
The bargaining power of UAE Nationals...........................................................................4
The bargaining power of Cleveland Clinic and SEHA......................................................4
Closeness of substitutes provided by Mafraq Hospital......................................................4
Methods of Assessing Key relationship with key customers.................................................4
Methods to improve customer management..........................................................................4
HC Facilities at SKMC and Mafraq Hospital............................................................................5
Key differences between HC facilities...................................................................................5
Key differences between HC facilities in UAE.....................................................................5
Bibliography...............................................................................................................................6

Part 1
Improving Customer Relationship at SKMC
To improve relationship with customers SKMC (Sheikh Khalifa Medical City) managed by
Cleveland Clinic and operated by SEHA (Abu Dhabi Health Services Company), SKMC
must form a marketing strategy.

Marketing Strategy in Healthcare


Marketing strategy plays an important role in providing the high quality healthcare services at
SKMC (Sheikh Khalifa Medical City). To form a successful marketing strategy it is
necessary to conduct competitor analysis for benchmarking and gaining competitive
advantage. In healthcare customer satisfaction plays an important role hence a successful
marketing strategy will lead towards achieving the organization mission of providing high
quality service to UAE Nationals (SKMC, n.d.). A relationship focused marketing strategy
could be developed with the help of Porters model.

Porters Model
Porters model helps in identifying opportunities and threats faced by SKMC which are as
follows (Jones & Hill, 2010):
The risk of entry by potential competitors
The risk of entry by potential competitors is very high in UAE, as in UAE the conditions for
business are favourable. Attracting more new potential competitors into the market, posing
the risk of entry by new potential competitors for SKMC. UAE attracts investors from all
over the world to start new business increasing the risk of entry by potential customers to all
the firms in the industry.
The intensity of rivalry with Mafraq Hospital
Mafraq Hospital operated by SEHA (Abu Dhabi Health Services Company) presenting an
intense rivalry to SKMC. Since its establishment in 1983 Mafraq Hospital has more
experienced team then SKMC (Mafraq Hospital, n.d.). Mafraq hospital has also received
Diamond Sheikh Khalifa Award in 2011, and became the first hospital to receive the
Diamond Award.

The bargaining power of UAE Nationals


The oil rich emirate has Nationals who have greater bargaining powers and can choose to get
their healthcare services from Mafraq Hospital Instead of SKMC. If SKMC fails to provide
high quality services and satisfy its clients they always have a choice to choose between
almost all the hospitals operated by SEHA.
The bargaining power of Cleveland Clinic and SEHA
The bargaining power of SEHA and Cleveland Clinic affects the operations of SKMC as they
are the suppliers in the case of SKMC. The chances of conflict with SEHA or Cleveland
Clinic are very low as both the organizations have same missions as of SKMC, to provide
high quality service to its clients. Therefore presents an opportunity for SKMC to increase
customer satisfaction by providing high quality healthcare services.
Closeness of substitutes provided by Mafraq Hospital
The substitutes provided by Mafraq Hospital are also available in Abu Dhabi to the Nationals
of UAE, posing greater threat to SKMC. The Nationals of UAE have substitutes to choose
from all the hospitals operated by SEHA for healthcare services

Methods of Assessing Key relationship with key customers


To assess the key relationship with the customers the Health Information Management system
could be used asking several questions to the client upon completion or during their treatment
at SKMC.

Methods to improve customer management


By incorporating the competitor data into the services provided to the clients the customer
management could be improved (Mcdonald, Rogers, & Woodburn, 2000). The customer
management has a relationship focus, where the hospital focuses more on providing lifetime
value to its customers rather than a single sale. The hospital management puts more stress on
satisfying the customer needs by using strategic marketing.
Continuous customer contact is another method to improve customer management at SKMC.
SKMC could also increase the quality of service provided and the after treatment service to
the Nationals of UAE to improve customer management.

Part 2
HC Facilities at SKMC and Mafraq Hospital
The key differences between the healthcare facilities provided by SKMC and the competitor
Mafraq Hospital are as follows:

Key differences between HC facilities


The Mafraq hospital has won different award like Diamond Award, International Business
Award and Arab Health Award for providing high quality HC facilities for the locals of UAE,
which is one major difference in the services provided by the two hospitals.
Further the HC facilities provided by Mafraq Hospital are more customers oriented as
compared to the services offered by SKMC.
SKMC provides its care facilities as primary and specialist care, also providing patient
support for appointments and medical records. SKMC has two accreditations from, Society of
Chest Pain Canters (SCPC) and Joint Commission International (JCI), whereas Mafraq
Hospital has only one accreditation with JCI.

Key differences between HC facilities in UAE


In UAE the health care facilities are more customers oriented and the government of Abu
Dhabi is committed to improve the HC facilities for the Nationals of UAE with the help of
SEHA.
SEHA has helped the HC facilities in UAE to transform to better quality and more customers
oriented high quality health care for Nationals of UAE.
SEHA has introduced EMR (Electronic Medical Records) to help the management of hospital
in providing high quality customer oriented services to the Nationals of UAE. SKMC has
iCare solution (EMR) assisting the physicians and the management of the hospital in
consulting and providing the best HC facilities to its clients.

Bibliography
Jones, G., & Hill, C. W. (2010). Strategic Management (9th ed.). Mason: South-Western
Cengage Learning.
Mafraq Hospital. (n.d.). About Us. Retrieved April 8, 2013, from Mafraw Hospital:
http://www.mafraqhospital.ae/About.aspx?SectionID=1&RefID=7
Mcdonald, M., Rogers, B., & Woodburn, D. (2000). Key Customers. Woburn: Reed
Educational and Professional Publishing Ltd.
SKMC. (n.d.). Mission. Retrieved April 8, 2013, from SKMC: http://www.skmc.ae/enus/About/Pages/MissionVisionValues.aspx