Prepare demand-analysis briefing for the board of directors

Assignment Help Other Subject
Reference no: EM131282528

Healthcare Marketing and Strategy

Assignment: Demand Analysis Briefing and Marketing Campaign

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.

This website can give you the information you need to complete this assignment. http://linkwizard.next.ecollege.com/pub/content/6b8b5dfa-525d-4bfa-8529-97c5d487c52c/Young_Child_Obesity_2011_Report_Brief.pdf

1. Prepare a demand-analysis briefing for the board of directors. The demand-analysis briefing should be no longer than 2 pages. You will need to do some research to understand the nature of the broader demand questions, but you should focus your analysis on clearly explaining the demand problem to the board. Be sure to define the healthcare demand problem in the scenario.

Here is an outline:

1. Define the service (1-2 paragraphs). Explain exactly what the service is, when it should be delivered, and what signals quality to the consumer of the service.

2. Define the demand (2-3 paragraphs). Who are the consumers for this service? Where are they to be found? Are there any consumer characteristics that impact demand for the service? What are they? How sensitive is the consumer to price (price elasticity)?

3. Define the direction of demand (1-2 paragraphs). What are we trying to do with the demand--increase it, decrease it, or manage it in other ways? When you analyze the direction of the demand, be sure to consider not only what benefits the consumer, but also the organizational strategy of your focus provider and how the provider can stay financially viable.

4. Demand management recommendations (1-2 paragraphs). List the steps you recommend. What should management do? Support your recommendations with a clear summary of your previous analysis.

2. Write a 2- to 3-page marketing campaign to discuss the following marketing issues:

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

Make sure you integrate the demand analysis and the marketing campaign for the Board of Directors.

Reference no: EM131282528

Features reflecting the tarsiers nocturnal activity pattern

One locomotor category among the primates has been called vertical clingers and leapers (saltatorial locomotion). This phrase was coined because animals to which it applies

Signficant change in the deviation of the ages

last year the standard devation of the ages of student at uawas 1.81 years recently a sample of 10 students had a standarddevation of 2.1 years. we are interested in testing t

Report on the religious life of planet earth

Assume you are from another planet and have been sent to Earth to determine if it is a religious planet or not (something very important to your people). Your superiors are

Is the group open-ended or time-limited

Is there a clear identified gap in services at the agency that shows a need for this group? Have you chosen a time when many clients could attend this group? What are the crit

Computing required rate of return if debt-to-equity is given

If the firm's WACC is 12.0%, and its debt-to-equity ratio is 1.33, what is the most it could pay for the project and still earn its required rate of return?

How to prepare and present an informative speech

Your topic for this speech is assigned to you, and the topic is how to prepare and present an informative speech. Please do not deviate from this speech topic, as you will n

Discuss the creation of each group

Write a 1,000- to 1,200-word research paper that provides details on the below items. Your paper must address Mexican Americans, Puerto Ricans, and one group of your choice fr

Analyze the psychosocial stage of development louisa

Analyze the psychosocial stage of development Louisa is in; why you believe she is in this stage; and how personal, family, and community relationships, as well as related a

Reviews

Write a Review

 
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd