HCA 624 Week 2 Finding the Right Mix Case Study

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EvpuvrEvpu28

Health Medical

HCA 624

HCA

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Please read and analyze the case entitled "Finding the Right Mix" on page 61 in the Fortenberry Text. Then, write a 3 to 5 page document include the following:

Brief overview of the case

Perform a SWOT analysis based on the case study content

  • Identify the MAIN problems or strategic issues based of the SWOT analysis

Using strategic planning and marketing research tools, explain how you would address the issues

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1

Finding the Right Mix

Student’s Name
University
Course
Professor
Date

2

Brief Overview
Lea Ann Gibson is the marketing director of Highland Hospital and is seeking the correct
marketing communications mix for her hospital’s assisted-living center. Gibson is looking to
lease the convalescent home’s 40 units. Highland Hospital’s owners wanted to enter the
retirement home marketplace in Hazelhurst, a family-friendly commuter city for Monroe town,
where they wanted to acquire financial benefits like the other businesses were.
Highland Hospital gave Gibson a small marketing budget to spend on a small number of
communication avenues to promote the facility, named Highland Park. Gibson decided to use her
public relations expertise by preparing and submitting press releases and conducting model
residential unit tours to interested clients. She ruled out sales promotion because she viewed it as
a luxury she could not afford. Following little progress, Gibson decided to engage a personal
selling marketing strategy by hiring a sales representative who she designated as a leasing agent.
The sales representative would be responsible for both inside and outside sales promotions
activities.
Unfortunately, four months went by without a single client inquiring about leasing a unit.
Gibson decided to abandon her personal selling marketing strategy, fire her leasing agent, and
invest in television advertising. She ran her ads during local newscasts, a time with the most
television viewership, on three local tv stations. This marketing strategy proved successful
because, within o...


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