A service-oriented culture will continue to be critical to the effective positioning of hospitals as the health care industry continues to evolve. The establishment of effective strategic alliances to position the hospital as a member of an integrated health care organization (the forerunner of an accountable health partnership and a key component of the health care reform policy).
Hospitals that have succeeded to differentiate themselves with service market programs will be particularly effective in using these assets to formalize strategic alliances. Their potential partners will recognize the capabilities of the market-oriented provider to attract and manage business from large purchasing groups.
Analogies of this strategy can be found in other industries - banking, telecommunications and airline industries. The combination of service marketing (through membership programs) and regional alliances (through regional carriers) has enabled these industries to survive under conditions of deregulation and intense competition.