Research – Competitive Analysis

St. Jude differs from the competition in that it is a research hospital and it is the only National Cancer Institute-designated Comprehensive Cancer Center devoted solely to children. They do accept insurance, but many services provided by St. Jude have never been covered and will not be in the future. Many other hospitals can generate more than 90% of their revenues from insurance recoveries and other sources and St. Jude only generates 12%. This is why donations are so important to St. Jude.

The message and image of St. Jude should be emphasize the research and the children, as well as the message that no patient family ever has to pay for anything during their time at St. Jude. The hospital runs on an operation that it is a happy place for children to come. Sometimes, patients have to spend days, weeks, or months in the hospital so they do all they can to make it as bright, cheery, and happy as possible. This should be reflected in the hospital’s branding and image.

Attached is the link to my competitive analysis Pinterest Board which shows images and graphics of St. Jude’s main competitor, the Children’s Miracle Network.

https://www.pinterest.com/laurenoven/jmc-3433-competitor-analysis/