Description
Health Services Strategic Marketing
Case Study 3: Missed Opportunities
Read the case study titled “Missed Opportunities”, located in the online course shell.
(Case Study Attached)
Write a four to six (4-6) page paper in which you: (4-6 Pages DOES NOT include cover page or reference page)
- Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings.
- Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.
- Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.
- Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Justify your response.
- Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
- Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
- Evaluate marketing research tools involved in the marketing process.
- Formulate competitive market entry strategies based on analysis of global markets that comply to initiatives in the health care industry.
- Determine the marketing communications strategy used in health care services.
- Use technology and information resources to research issues in health services strategic marketing.
- Write clearly and concisely about health services strategic marketing using proper writing mechanics.
| Case Study 3: Missed Opportunities | ||||
| Criteria | Unacceptable Below 70% F | Fair 70-79% C | Proficient 80-89% B | Exemplary 90-100% A |
| 1. Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings. Weight: 25% | Did not submit or incompletely examined the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Did not submit or incompletely interpreted the reaction of customers and other community stakeholders to the billboard postings. | Partially examined the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Partially interpreted the reaction of customers and other community stakeholders to the billboard postings. | Satisfactorily examined the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Satisfactorily interpreted the reaction of customers and other community stakeholders to the billboard postings. | Thoroughly examined the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Thoroughly interpreted the reaction of customers and other community stakeholders to the billboard postings. |
| 2. Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings. | Did not submit or incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings. | Partially incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings. | Satisfactorily incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings. | Thoroughly incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings. |
| 3. Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies. Weight: 20% | Did not submit or incompletely recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Did not submit or incompletely justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies. | Partially recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Partially justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies. | Satisfactorily recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Satisfactorily justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies. | Thoroughly recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Thoroughly justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies. |
| 4. Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Justify your response. Weight: 20% | Did not submit or incompletely assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Did not submit or incompletely justified your response. | Partially assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Partially justified your response. | Satisfactorily assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Satisfactorily justified your response. | Thoroughly assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Thoroughly justified your response. |
| 5. 5 references Weight: 5% | No references provided | Does not meet the required number of references; some or all references poor quality choices. | Meets number of required references; all references high quality choices. | Exceeds number of required references; all references high quality choices. |
| 6. Clarity, writing mechanics, and formatting requirements Weight: 10% | More than 6 errors present | 5-6 errors present | 3-4 errors present | 0-2 errors present |
Explanation & Answer
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Running Head: HEALTH SERVICES STRATEGIC MARKETING
Health Services Strategic Marketing
Name:
Institutional Affiliation:
Date:
HEALTH SERVICES STRATEGIC MARKETING
Health Services Strategic Marketing
Both the Crestview Hospital and Briarwood Medical Center operate in the same industry;
offering medical and services to the people of Oakland. However, because they operate in the same
city, there will always be competition for clients between these two hospitals. For this reason,
every opportunity to win the market share is significant. To achieve market share, Crestview
placed its new billboard directly adjusted to Briarwood Medical Center.
Pros
The billboard may injure the loyalty and trust of clients who are going to the Briarwood
Medical Center. Primarily, this is because the billboard placed adjusted to Briarwood where
everyone going in and out of the hospital is going to see, thus marketing objective of Crestview
achieved by the fact that the hospital will capture the attention of its audience in setting the
billboard. In the long run, this will increase the competitive advantage of Crestview towards its
competitors; Briarwood.
Additionally, the billboard helps the company in conveying its messages to its target
audience concerning the services they offer. Through this, the hospital can show its efforts and
impacts in providing medical services to the customers. Thus, a customer will know the kind of
services they can get from the hospital, and when the need arises, they are likely to go for
Crestview. (Misfeldt et al., 2014)
By setting the billboard in front of its main competitor's image, the Crestview hospital
gains a lot. Hence, this is because when a customer looks at the Briarwood hospital, the billboard
catches the eye first. It is like before briarwood meet with Crestview and the rule of the first
impression comes in this context. Hence, this gives a competitive advantage to Crestview which
might increase the odds of attracting many clients than Brairwood. Als0, by dominating the
HEALTH SERVICES STRATEGIC MARKETING
adjoining area of Brairwood hospital, a lot can be derived about Brairwood. We can say that the
management of Briarwood is ineffective and inefficient for allowing another hospital, its ...
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