More Business for a Small Health Company : Case Study of Service Expansion in Changing Health Market
Nowak, Petra (2018)
Metropolia Ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018110816829
https://urn.fi/URN:NBN:fi:amk-2018110816829
Tiivistelmä
The purpose of this case study was to present supportive information for a small health company in managerial decision-making concerning business development and service portfolio expansion into equine assisted activities (EAA). The aim was to produce valid data through market research and information through statistical analysis.
This case study utilised web survey for data collection. The sample was selected by purposive sampling and a questionnaire was sent to 45 locally operating healthcare and/or social service organisations in public, private and third sector. The questionnaire received 14 responses that were statistically processed and analysed with frequency analysis and cross-tabulation.
The information received form the analysis stated that there is a lack of information regarding EAA services in multiple sectors and various fields of healthcare and social services. EAA service producers are not visible in the health business market and buyers and end-users are unaware of the impacts or usability of the service in their own field.
This indicates that before implementing these services, case company must focus on connecting with possible customers in informative manner and focus on individual needs in preferred channel of information. This requires further delving into marketing strategy and networking to build up a meaningful service portfolio and a strong position in health business market.
This case study utilised web survey for data collection. The sample was selected by purposive sampling and a questionnaire was sent to 45 locally operating healthcare and/or social service organisations in public, private and third sector. The questionnaire received 14 responses that were statistically processed and analysed with frequency analysis and cross-tabulation.
The information received form the analysis stated that there is a lack of information regarding EAA services in multiple sectors and various fields of healthcare and social services. EAA service producers are not visible in the health business market and buyers and end-users are unaware of the impacts or usability of the service in their own field.
This indicates that before implementing these services, case company must focus on connecting with possible customers in informative manner and focus on individual needs in preferred channel of information. This requires further delving into marketing strategy and networking to build up a meaningful service portfolio and a strong position in health business market.