Examine the pros and cons from the perspective of Crestview Hospital of the placement.
Some of the pros and cons which are related to Crestview Hospital are:
- The hospital is able to easily communicate and handle the messages for the targeted audience. It will help in gaining attention of different patients and that will recede the patient loyalty as well.
- There are positions which could easily help in messaging best services for the customers with dominating on different surroundings in Briarwood.
- Since Billboards are placed along highways and busy streets, one will be able to guarantee people about advertisements. Unlike the commercials or magazine ads, one cannot flip the channel or turn the page on a billboard.
- Customized placements are important with a major advantage of using billboards in areas where reaching people is more difficult (Ashley & Tuten, 2015).
Some of the disadvantages are:
- The messages need to be brief where the person will see Billboard for about only two to three seconds. This means that one needs to keep the messages short and to the point. It will be easily for the people to read them with a quick look.
- They need to make improvements to retain their customers who are dissatisfied from the services by being truthful to them and providing quality health services for the people in Oakland.
As per the analysis, Briarwood Medical Center is working on the intensive marketing team to capture its marketing intensity as a result of establishment of Crestview Hospital. This time the team will work harder through capturing more customers and reacting towards the team who will also be supported by President of Medical Center (Kosinski, Matz, Gosling, Popov & Stillwell, 2015). Hence, they will also be providing the training to employees for impressing and retaining the customers, with providing a better quality of healthcare services that are important for innovation.
Use competitive marketing entry strategies to suggest the action
The competitive marketing strategies should focus on countering and handling the messages that are being posted in Crestview Hospitals. It needs to be mainly applicable for Michael Porter’s Value Chain Marketing strategy and Planning. This is proficient with healthcare organizations to perform better value activities where greater the value of final products and services helps in a better margin. The customers will also be attracted for going to Crestview where most of them will be brave enough for observing a better service quality (Waisbord, 2018). There will be a comparison of it with Briarwood Medical Center. Hence, the Porter’s nine value activities will directly have an effect on health care services which will be superb and also of a better quality. This will divide the nine values into primary and supportive activities. The management needs to show the people that Briarwood Medical center is not greedy health care institution but has been working on improving the living standards of people (Menon, Bharadwaj, Adidam & Edison, 2015). Also, it needs to make sure that the home is important before venturing to explore different options which are related to the marketing ideas. They are mainly for overriding the competitors as well. The Medical center has to work on keeping all the consumers effectively and not losing them at any cost.
Recommend the marketing communication strategy
Both the Hospitals and Medical Center needs to work on properly making use of radio stations as well as mobile devices for easily connecting to the clients. They are counted as one of the best hospitals and should be connected to the consumers for a major healthcare information. The centers can easily use the marketing techniques for reaching out to the social media where the hospitals are now needed to implement some of the effective communication efforts. This will help in overseeing the patients or other clinical relations, interchanging information etc. The instances of social network like Twitter will use communication tools that will include health entities which are mainly directed for the patients and their families. The marketing strategy that could be used can be DAGMAR Marketing Communication spectrum which is for awareness of innovation or expecting changes in healthcare sector. The extensive range of innovation in healthcare goods and services comes from life saving emergency medical patterns to life-enhancing pharmaceutical products. The development of new technologies and innovations are not enough without any communication done to the target groups, customers or patients. If the customers are not completely aware of the new and improved products, then one can hardly expect a better healthcare offer for achieving a better success, commercially. Hence, the new and improved healthcare goods and services can help in overcoming the failures. It is important for the hospital to develop marketing strategies which will help in making their patients and customers aware of the services.
Assess the value of the various marketing research tool(s)
It is the responsibility of Government Board of the hospitals to take a proper stand in promoting and then implementing the successful marketing strategies. The recommended buying marketing material is for the two billboards (Petersen, Kushwaha & Kumar, 2015). Here, the idea has been about a grand investment that is done with the entity to help and witness the services. This was not completely done from the beginning and so it did not even gain options for capitalizing on the billboards effectively.
The survey through questionnaires which are filled up by the patients or customer about particular services of organization can help in presenting a better and valuable insight for improving the different areas. The customers can also provide an information to upgrade services and beat the competitor (Seaborn & Fels, 2015). The organization can even ask the patients to fill up a proper feedback of satisfaction when it is about release from the hospitals. This can be effectively helpful to improve the services with new and fresh information.
The focus group surveys also help in determining the different messages which are sent for the potential customers. Here, it consists that 6 to 10 people along with the moderators generally present a different pattern of questions for the people to discuss on.
The feedback from the social network is also effective for sharing all the latest updates. It will help in getting the feedback from people and then conveying the organization about being popular.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Kosinski, M., Matz, S. C., Gosling, S. D., Popov, V., & Stillwell, D. (2015). Facebook as a research tool for the social sciences: Opportunities, challenges, ethical considerations, and practical guidelines. American Psychologist, 70(6), 543.
Menon, A., Bharadwaj, S. G., Adidam, P. T., & Edison, S. W. (2015). Effective Marketing Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.
Petersen, J. A., Kushwaha, T., & Kumar, V. (2015). Marketing communication strategies and consumer financial decision making: The role of national culture. Journal of Marketing, 79(1), 44-63.
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of human-computer studies, 74, 14-31.
Waisbord, S. (2018). Family tree of theories, methodologies, and strategies in development communication. Handbook of Communication for Development and Social Change, 1-40.