Background:  Did you know there is more than one way to receive health care in Toronto?  As we know there are provincially provided health care services.  Using these services, we do not pay out-of-pocket for doctor's visits or medical assessments (MRI, X-Ray, etc).

As a result of the perceived inadequacies of provincial health care services, private health care clinics are growing in importance.  Private health care clinics offer medical care for any patients that will pay for services. Most of these clinics use some form of a membership model.  Medical appointments are scheduled without delay and medical assessments are conducted for both treatment, and prevention (meaning that patients may have an MRI, just to check if there is anything suspicious).

For the purpose of this exercise, consider that there are 3 options for medical care:

²Provincially funded medical care

²MEDCAN: http://www.medcan.com/

²The Toronto Clinic: http://www.thetorontoclinic.com

The Toronto Clinic is a very exclusive clinic that can be considered the most expensive option, while MEDCAN is a more moderately priced clinic (but it is still quite expensive).

Note that it is not necessary to do much research on these clinics.   You should be able to answer the following questions with minimal research on these two clinics.  I suggest a quick look at each website to get a sense of the differences between the 2 clinics. Along with the basic information that I've provided, you can also make some assumptions about the services of each clinic.

 

Imagine you are a salesperson for the Toronto Clinic.  You are meeting with a potential customer (pick a family member or friend as your 'imagined customer'.  Knowing about your family member's personality, priorities and needs will be easier to do )

 

1.Write down 3 specific feature-benefit statements. (reference chapter 6)

2.Use the Value-Added Product Selling Model to identify the different 'possible products' associated with the service you are selling, compare it to your competitors. (reference: chapter 7)

3.Which product-positioning strategy would you use?  Why?