Create a new market space and to add value proposition

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Reference no: EM133566710

Homework: Case Study- Revitalizing a Brand

Overview

In this homework, you'll assume the role of chief marketing officer at two recently merged hospitals. The merger requires you to develop a new branding strategy and a communications plan. Your homework presentation will use healthcare marketing strategies and resources to help you describe your approach to both tasks.

Scenario

You are the chief marketing officer at Pleasant Hills Hospital. Your hospital has merged with Southside Hospital, another facility in the same area of the city. As part of the merger, both hospitals agreed to give up their names and logos in favor of a new, revitalized brand identity.

Mr. London, your hospital CEO, has asked you to develop a marketing presentation for the board of directors. In that presentation, you will outline a new branding strategy and a communication plan for stakeholders, including patients.

Watch the media presentation, Case Study: Revitalizing a Brand.

Preparation

You will develop a PowerPoint presentation with a minimum of 12 slides. The 12-slide minimum includes the title slide and Sources slide. Please note that the PowerPoint slides must include detailed speaker notes.

For more information on creating effective PowerPoint slides, please review this video: Five Essentials for Designing Effective Slides.

For more information on using speaker notes, please review this video: Use Speaker Notes in PowerPoint.

Instructions

The PowerPoint slides should include the following information:

Question I. Describe the identity management plan that addresses logos, slogans, products, and a service's name, signage, and jingles.

Question II. Evaluate how you will use the Red Ocean Strategy to compete with other hospitals in your geographic location.

Question III. Evaluate how you will use the Blue Ocean Strategy to create a new market space and to add value proposition.

Question IV. Analyze communication strategies for advertising, digital marketing, and public relations using the DAGMAR Marketing Communication Spectrum.

Question V. Assess how you can apply Cleveland Clinic's H.E.A.R.T. communication strategy to improve the patient experience.

The specific course learning outcomes associated with this homework are:

I. Determine whether a health care organization should integrate additional best practices into its branding and marketing communication strategies.

Reference no: EM133566710

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