Sample Marketing Essay Paper on Hospital’s service blueprint

Hospital’s service blueprint

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In the above blueprint, a patient makes his way to a hospital. He meets a security officer that opens gates for him and lets him in. At the reception, he meets a receptionist that directs him to the waiting bay where as he waits for the doctor to attend another customer he reads health related reading materials placed on a metallic table. Without wasting too much at the waiting bay, the patients knocks at the doctor’s door and enters after the other customer moves out of the room. The doctor welcomes the patient and asks him to sit down at a seat opposite his table. The patient sits down and starts explaining his problem to the doctor. The doctor, on the other hand, listens to the patient keenly ready to make an informed decision. He treats the patients after reviewing his case, tells him to pick medicines at the pharmacy and advices him to return after a month. After picking the medicines, the patient proceeds to the record department to book the appointment as the doctor advised him to do. Finally, the patient walks out the hospital’s gate convinced that everything will be well after taking the medicines.

Introductory scene

As the patient enters the hospital’s gate, he can sense the quality of service he is likely to get from the hospital from the way the security officer handles him. For this reason, even if the security officer is not involved in treating the patient, he is a key factor in hospital’s service delivery. In case the hospital does not have a security officer, the physical appearance of the hospital can serve this purpose. In conjunction with the security officer, the hospital’s receptionist also plays a significant role. He/she can as well give a good or a bad picture of the hospital from the way he/she handles customers. This means that if the receptionist harasses customers, then customers will not expect quality services at the hospitals. On the contrary, if the receptionists give customers warm welcome, then customers are likely to expect quality services from the hospitals. In relation to this fact, establishment of the basic standards at the front stage is an important aspect for hospitals to consider as they offer services (Lovelock and Wirtz 224).

Service delivery

Once everything at the front stage has been set in the right direction, service delivery should be of high quality. This means that doctors and nurses should be able to deliver high quality services without compromising them so that patients can experience the services they go for to the hospitals. In our case, the patient is able to experience such services from the way the doctor handles him. To start with, the doctor handles the patient in a professional way by welcoming him and allowing him to explain his case to him (Laing 117). Then he approaches the issue in a professional way. After the patient leaves, the doctor’s room not everything ends there because he picks up his medicines at the pharmacy and books an appointment with the record department at the reception. Nonetheless, service delivery at this point should be short, but it should be handled with a lot of care.       

Methods of improving service delivery at the hospitals

At this age of advanced technology, hospitals should be able to redesign their service delivery processes by computerizing their data systems. Looking at various hospitals locally, not all of them have been able to computerize their systems. However, a significant number of hospitals have been able to do this thereby service delivery at these hospitals appears to be efficient. Apart from doing this, hospitals should be able to address the four categories of service namely people, possession, information processing as well as mental stimulus (Lovelock and Wirtz 220).

With regard to the above categories, hospitals should appear presentable right from their physical appearances. This means that apart from purporting to be offering quality services through computerization and other mechanisms, hospitals should appear to be offering quality services right from the way they appear. Most of the private hospitals understand this aspect quite well because in most cases their receptions are welcoming from the way they appear and their front stages have neatly cut grass and even flowers. In contrast, some public hospitals do not understand this aspect quite well because rather than having neatly cut grass at the gates and welcoming receptions, they tend to have unwelcoming receptions and poorly cut grass at their gates. As a result, when customers make their way to private hospitals, they expect quality services whereas they do not expect the same at public hospitals that do not appear orderly at their gates and receptions.  

With regard to possession, hospitals should be able to convince customers that they will handle them professionally and that they will offer the right services. As a result, in case a person is to be admitted, doctors and nurses should assure that person that he/she would be well after a specified period. In case one is not to be admitted, hospitals should also be able to convince their customers that they will offer quality services to them. In case hospitals are not able to do this, it is highly likely that service delivery at hospitals will be affected in one way or the other (Laing 117). In relation to this issue, customers cannot do anything regarding possession unless hospitals through their workers do it to customers. Consequently, hospitals should act professionally while at the same time remain ethical.

As for mental stimulus, hospitals should appeal to their customers through the appearance of their workers. Majority of hospitals appear to understand this aspect because most of their workers are uniformed. However, if you look keenly you will realize that some hospitals’ uniforms appeal to customers than others. As a result, as hospitals choose uniforms for their workers, they should consider this aspect. At the same time, they should insist on cleanliness because you will bear witness that some workers do not appeal to customers because their uniforms appear worn out. Alongside with uniforms, the personalities of hospitals’ workers should be good meaning that they should not look like criminals (Lovelock and Wirtz 220). This will not only be appealing to customers, but it will also convince customers that hospitals’ workers are trustworthy; thus, customers will believe what these workers tell them.  

Lastly, as for information processing, hospitals should understand that they compete with each other. As a result, as they do everything that they do, they should not be ignorant of this fact. Instead, anything they do should be geared towards ensuring that they compete effectively. This means that they should provide credible information to their customers. In this respect, hospitals should ensure that they provide accurate information, appear convincing, and present themselves in professional manners.

Work cited

Laing, Angus. Managing and Marketing Health Services. Australia: Thomson, 2002. Print.

Lovelock, Christopher, and Wirtz Jochen. Service marketing: people, technology, strategy. New York: Pearson, 2011. Print.