Competitive strategy for the medical business: how to become #1 in the market

The market for medical services is developing rapidly, more and more doctors prefer to engage in private practice, and patients increasingly opt for private clinics, justifying it with the higher quality of the services provided. To ensure not only "survival", but also the success of the business in the current conditions, the entrepreneur must choose the right competitive strategy, which is the basis for promoting the clinic and allows you to attract customers. Kirill Kunitsky, the founder of the School of System Business "Business Constructor", an expert in business systematization and building strong teams, is convinced of this.

Kirill Kunitsky, Founder of the School of Systems Business "Business Constructor", an expert in business systematization and building strong teams.

What is a competitive strategy?

Business – it is a market based on the balance of supply and demand. On the one hand, there are potential buyers who are ready to pay for the satisfaction of their needs; on the other hand, – companies offering solutions. There is a struggle for the buyer.

The task of the top management of any company – before starting active promotion on the market – find an answer to the question: why would our potential client, having a choice between our company and competitors, choose to buy from us? The answer to this question lies in the competitive strategy of the company.

The task of the top management of any company – find an answer to the question: why would our potential client, having a choice between our company and competitors, choose to buy from us?

There are different approaches to developing a competitive strategy. The classic in this matter is Michael Porter, who has developed three approaches to competition:

1. Differentiation – give more value at a comparable price.
2. Focus – going into a niche, focusing either on a specific target audience or on a specific category of products / services.
3. Cost minimization – price competition due to lower cost than competitors.

This is a general framework in which to seek the answer to the question "what will we be better at?". There are other approaches to building a competitive strategy, and I talk about them in our workshops.

Does every business need to create its own competitive strategy?

Of course, this is a must. Otherwise, the company will be doomed to eternal torment in trying to get new customers. Without an answer to the question "how are we better?", it is extremely difficult to attract a potential client.

Working with business owners, I regularly encounter situations where a company spends huge efforts and budgets on advertising and sales, while not having a high-quality competitive strategy. As a result, much of the effort goes to waste – customers, having learned about the company, make a choice in favor of competitors whose offer is better.

Without having an answer to the question "how are we better?", it is extremely difficult to attract a potential client.

As Peter Drucker, the world famous management guru, said: “The main task of marketing – make selling efforts unnecessary. And this means that it is necessary to create such a competitive product that all that remains is to inform customers about it, without spending extra efforts on promotion.

Are there prerequisites for building a competitive strategy and achieving market leader status?

Required condition – knowledge of your target audience and competitive environment. In fact, the task of building a competitive strategy comes down to putting yourself in the place of a potential client and finding the answer to the – why our offer will be more attractive to him than the alternatives available on the market. Without knowing the psychology of the client and not knowing with whom or with what the client will compare, it is extremely difficult to develop a competitive strategy.

At the Business Shot conference by estet-portal.com, which will be held on May 12 in Kyiv, Kirill Kunitsky will talk in detail about how to build a competitive strategy for a medical business and make it the best on the market. Register to participate in the conference today to get access to materials prepared by the best specialists in their field and learn how to properly organize and effectively promote the medical business in our time, as well as receive a worthy financial assessment for your work, which is fully corresponds to your high qualification.

Ask your questions about building a competitive strategy for the medical business in the comments to this article and come to Business Shot on May 12 to get comprehensive answers to them!