The Briarwood Medical Center is positioned in an area where its competition is located in close proximity to their hospital. Susan Daniels the Chief Marketing Officer of Briarwood Medical Center has struggled with this issue and although they are close to Crestview Hospital her aim is to be well known to the patrons in the community which will increase Briarwoods presence on the market. Susan has been trying to find a new way to market the hospital when an opportunity to enhance her current marketing routine unexpectedly becomes available. Although she believes that this is a great opportunity to advertise the hospital via billboards that are close to the hospital, she is faced with opposition from the CEO Michael Anderson, who considers advertising via billboards costly and deems this method as ineffective. The lack of support from the CEO puts Susan in a predicament where she may not be able to obtain the billboards.
Keywords: bill boards, competition, marketing
Missed Opportunities
Briarwoods, Chief Marketing Officer has been trying to figure out a way to attract more patrons to the hospital. Suddenly Susan was presented with the prospect of being able to advertise the hospital through the use of billboards an opportunity that she has sort after. This was the opportunity she has been waiting on to enhance their current marketing techniques. Although she sees the benefit of the billboard and has data to substantiate her rationale for the billboards the CEO is against this form of advertising. Advertising via billboards are costly, however the increase of patrons that they can obtain from advertising will increase their revenue and offset the cost of the billboards but trying to convince the CEO was fruitless.
Billboard Placemen...
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... hospital chooses not to implement research tools they will not be able to understand how they measure up against the other hospital which will be unfavorable to their success.
Conclusion
The competition between Crestview and Briarwood is enormous therefore it is imperative to monitor each other’s marketing tactics. Briarwood has already lost an ideal manner of advertising and now will have to work harder to attract new consumers. Although Crestview may seem that they have an advantage over Briarwood the location of their billboard may end up being futile over time since its closer to Briarwood rather than their physical location. Subsequently, these hospitals are so close to each other so they are going to continue evaluating each other’s marketing techniques by using the available tools that will help them to increase consumers and grow in the health care sector.
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Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
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