- 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.
Answer preview
From the point of view of Crestview Hospital, the placement of the billboard in that strategic point has a disadvantage in that it will be costly, and the hospital must make a long-term commitment to have the billboard there. Crestview Hospital will have to incur the cost of leasing the minimum six months period to place the billboard, which will cost the hospital $30,000 since the lease fee is $2500per month. Another con of placing the billboard from the point of view of Crestview Hospital is that the message contained in the billboard will have to be brief despite the high costs incurred (Bayazovna, 2020). Another con is that Crestview Hospital does not have a guarantee on whether the billboard advertising will meet the intended marketing goal considering that the company using the billboard earlier to advertise itself is going out of business for unknown reasons.
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