| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === This case study of L company takes an in-depth look at the development of an effective brand strategy (professionalism, safety, and warmth) at the only regional hospital-based postpartum nursing center in the central part of Taiwan. The critical success factor of the brand’s initial and continued success are discussed as well as the center’s future strategic direction.
L company owner and manager were interviewed for this study. Using the SWOT analysis in the strategic planning process, the center developed and evaluated eighty-two standard operating procedures (SOPs) and twelve performance indicators. The performance management focused on three key indicators – bed occupancy rate, customer satisfaction, and customer loyalty.
From 2008 to 2013, 2291 customer satisfaction surveys were analysis. The mean customer satisfaction score was 85.8, bed occupancy rate 95%, and 95.7% loyal customers were happy to recommend L company to their family and friends. Critical to L company success is its location within a regional hospital with 24-hour medical staffing and clinical services. The center adds value to the hospital system by providing continuity of care for postpartum mothers as well as increasing the volume of obstetrics and pediatrics visits.
Keep competition through continuous innovation, future developments to expand L company service line may include: [1] collaborate with medical cosmetic, body sculpting, and related services; [2] establish babysitting center under two; and [3] establish a family wellness club.
Keywords: Competitive Advantage, Value Added, Critical Success Factor, Postpartum Rest, Postpartum Nursing Center
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