Instructions

Before beginning work on this assignment, please review the expanded grading rubric for specific instructions relating to content and formatting.

Southern Baptist Hospital (SBH) had long resisted the use of marketing, believing it was not an appropriate activity for a nonprofit organization. By the mid-1980s, however, the erosion of its market share due to growing competition forced SBH to adopt an aggressive marketing strategy. Its primary initiative was a campaign of television advertisements aimed to reinforce for the general public the image of SBH as a high-quality institution. Because the organization was starting its marketing activities from scratch, ad production and airtime costs were expensive. The television commercials were professionally produced and received critical acclaim from the advertising community. Following the public’s repeated exposure to these advertisements, a hospital executive requested information about the impact of the advertisements. The idea to study the campaign’s impact had not been considered earlier, and a belated evaluation effort was mounted to determine the extent to which the campaign had achieved the desired effect. Much to the consternation of SBH administrators, the evaluation found that the ads had had virtually no impact on the public’s already high perception of the institution, and no improvement in patient volumes, revenues, or market share could be attributed to the campaign. SBH administrators, committed to an expensive initiative, rationalized that the campaign had not aired long enough to generate the desired effect and invested even more money in the initiative.

 After reviewing the above case, address the following points:

• To what extent did SBH research the needs of its audience prior to developing a marketing strategy?
• Does it appear that SBH has an overall marketing plan?
• Does it appear that SBH had a significant grasp of the nature of marketing?
• What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides?
• What are the implications of marketing to the general public rather than targeting specific segments of the market?
• How much thought was given to measuring the effectiveness of the campaign going into the initiative?

To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.

Submission Details:

• Your assignment should be addressed in a 2- to 3-page document.

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Before the end of the week, begin commenting on at least two of your classmates’ responses. You can ask technical questions or respond generally to the overall experience. Be objective, clear, and concise. Always use constructive language, even in criticism, to work toward the goal of positive progress. Submit your responses in the Discussion Area.

 At one time or another we will have a need to access healthcare, whether it is for something major, minor, for ourselves or for others. Healthcare is a commodity that we all utilize. In this section we will discuss healthcare demand and all that it can entail.

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Instructions

Before beginning work on this assignment, please review the expanded grading rubric for specific instructions relating to content and formatting.

You are the director of marketing for a regional hospital. The board of directors at your hospital has studied the 2011 Institute of Medicine (IOM) report Early Childhood Obesity Prevention Policies. The alarming statistics quoted in the IOM report stated that “almost 10 percent of infants and toddlers carry excess weight for their length, and slightly more than 20 percent of children between the ages of two and five already are overweight or obese” (IOM, 2011, pg. 1). A survey conducted among the pediatricians who admit patients to the hospital validated that area children under the age of 5 years follow or exceed the national trend of being overweight or obese. The board is very concerned about childhood obesity rates for the children in the hospital’s marketing area. At the last meeting, the board directed the marketing department determine the demand for childhood obesity programs and to review the IOM report and propose a marketing campaign to provide information to parents and guardians concerning ways to prevent children from birth to 5 years of age from becoming overweight. Click here to access the IOM report.

• Do you think the hospital needs to complete more marketing research before embarking on the campaign?
• What advertising media would you suggest to be used during the campaign?
• What products or services could the hospital offer to assist in reducing the number of infants and toddlers who are overweight?
• Do you expect to generate any revenue for the hospital from the campaign?
• How long will the campaign last? How long would you continue to measure the effectiveness of the campaign?

To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.

Submission Details:

• Your assignment should be addressed in a 2- to 3-page document.

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As healthcare has evolved so has the concept of a patient or consumer of healthcare. Technology and culture are among the many variables that have affected our concept of a healthcare patient. Consider these items among the others noted in your text:

• What has most influenced the way you view yourself as a consumer of healthcare?
• What factors led to the redefinition of the patient as a consumer in the late twentieth century?

To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.

Your initial posting should be addressed at 150-300 words. Submit your document to this Discussion Area by due date assigned. Be sure to cite your sources using APA format.

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healthcare paper follow attachments need at noon on 10/28

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