HCA 615 Topic 6 DQ 2
HCA 615 Topic 6 DQ 2
The case studies addressed the concept of marketing in a clear manner. The two case studies had similarities and differences in the manner that the protagonists handled their varied health care marketing issues. The issue of the relevance of marketing intelligence was prevalent in the two case studies. The Missed Opportunities case study revealed a situation wherein the marketing executive was supposed to utilize a billboard to market their facility. However, she would not achieve it since the CEO overruled her decision (Fortenberry, 2011). As a consequence, the imbroglio that characterized the hospital revealed a shift from the traditional marketing to marketing intelligence as supported by the CEO. Indeed, missing the opportunity to get the billboards implied that an opportunity had arisen wherein Susan was supposed to utilize marketing intelligence within the hospital setting to gain new patronage.
In the second case study, the Unintended Consequences case, marketing intelligence did manifest itself but in a slightly different manner. The person in charge of marketing appeared to have autonomy regarding marketing decisions. However, pursuant to conducting a lot of research, he did not seem to properly utilize their data. This ensured that the marketing strategy adopted in the case did not produce effective results.
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In both case studies, therefore, the issues of marketing intelligence manifested. Nevertheless, whereas the first case revealed the issue as an opportunity, the second case study revealed it as a missed opportunity. In both cases, marketing intelligence could have been leveraged to make gains into the health care market for both hospitals.
Fortenberry, J. L. (2011). Cases in health care marketing. Sudbury, MA: Jones and Bartlett.
I concur with you about the similarities presented in the two case studies. The research that went into the Missed Opportunities case study was remarkable. In it, Susan had volumes of data that supported her decision to want to place the billboard at the location. Indeed, she used these data to attempt and convince the CEO of the effectiveness of such an undertaking in marketing the hospital to potential patrons. However, that was not to be the case as she was dismissed hence making the hospital to cede the opportunity to rivals. In the second case study, the person in charge of marketing had also done tons of research concerning the effectiveness of cinema advertising. However, the entire project backfired since they did not consider the appropriateness of the environment, which made them to sign a poor package. Thus, the two cases reveal that marketing research is fundamental to effective marketing irrespective of the consequences.