RUSH-Riverside Hospital
Always Chased, Never Caught
First-mover advantage is a sometimes insurmountable advantage gained by the first significant company to claim a position in a new market.
The basis of first-mover advantage is simple: by being the first to claim a position, the organization gains an advantage over its actual and potential rivals. If a hospital is first to market with a certain positioning, and communicates that positioning believably and consistently, it can establish 'defensible ground' - it can capture market share much more easily without having to worry about rivals trying to capture the same patients. Second, when the rivals do come along with parity messages - as they inevitably will - the first-mover and its marketing team will have advantages in the ensuing competition (e.g., brand loyalty).
By beating rivals to the punch, Movéo helped RUSH-Riverside Hospital consolidate its position and compete more effectively, not only defending its previously acquired share but even continuing to expand.