There are three hospital marketing examples. Each example focuses on research showing that surgery patients in rooms with natural light require less medication. Review the examples, decide what strategies are being used, and complete the discussion.
The image shows a neatly made hospital bed being lit by natural light from the right side. The arrangement is very simplistic and open. Most of the room is shades of white with accents of color on the door and folders.
The image shows a recently used hospital bed in a cream and beige colored room. Medical equipment, a wooden chair, a golden yellow curtain and a potted plant is visible in the room. The light is diffused from above.
The image is off a billboard displaying an image of a female doctor showing a relaxed female patient her temperature. To the left of the image are the words, "Your care and comfort count. Priority Care Hospitals." Both women are wearing white in a white hospital room with large frosted windows behind them. The women's faces, the flower on the dresser, and the medical supplies stand out as the only colors not white.
Research indicates that surgery patients in rooms with abundant natural light require less pain medication and have 21 percent lower drug costs than equally ill patients assigned to darker rooms. How could a hospital use this study to enhance its product design and to market its inpatient surgery services to patients, physicians, and payers?
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