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Hospital-Akron Children Hospital (ACH)

Location

Northeast Ohio Mark Norton-Operations Officer (Powell Boss) Aaron Powell- Marketing Director Janet Jones- Cleveland Based Marcus Thomas Communication And Research Agency 1 Finance Member 1 Public Relation Director Akron City Hospital Akron General Medical Center St. Thomas Hospital

Characters

Rivals

Problem Statement

To increase patient cases by 10% in the coming year.

Objective

To position ACH in coming years advertising campaign. To become preferred hospital in the high growth areas of the region.

Problem

Management Problem

Marketing Problem

To become preferred hospital in the high growth areas of the region in order to increase patient cases by 1%

How to position and advertise ACH in order to attract more and more patients

Four Plans
PLANS

FOCUS GROUP

FOCUS GROUP AND SURVEY

SURVEY AND FOCUS GROUP

NO RESEARCH

Plan A
.
Conduct 4 focus group (10 respondent per group)
Discuss their experience while at hospital Participants -primary decision makers for health care decisions within the family -mostly women -have a child (new born to 18 years old) -spent atleast 3 consecutives days in hospital Cost -$20,000

Plan B
.
Plan A (Focus Group)
Field survey (on the basis of issue identified in focus group)

Check awareness level of customers of nearby hospitals

Ask respondents regarding the preference of positioning Strategies derived from focus group ACH has doctors who listens To meet the unique needs of children Use latest technology in treating children Cost -$60,000

Plan C
Identify best positioning strategy by conducting a survey
Aspects of that positioning strategy is explored via focus group Cost-$ 60,000

Plan D
No research

Which of the plan would ACH pursue?

If money was invested, would it be a worthwhile investment?

Would the idea of research being a costpersist in the minds of Norton and other staff members long after this meeting?

What could be done now to help Norton and other executives view research as an investment?

Role of marketing research in determining best position strategy for ACH

Norton and finance people differ from the marketers ( Powell and Jones) in their views about the role of exploratory and conclusive designs

Best sequence for using exploratory and conclusive research

Secondary and syndicated data would be helpful in determining a positioning strategy for ACH

Role played by Secondary and syndicated data

Role of Q.R. in gaining a better understanding of how household select a hospital for their children when in need of health care for acute cases

Survey method to be used in this study are

Experiment design to be used in this study to address the issue of best positioning strategy

Role of measurement and scaling in assessing the households preferences for hospitals for their children when in need of health care for acute cases

Questionnaire to measure consumer preference for children hospital

For a mail survey to be conducted to determine household preferences for children hospital

Design a sampling process Sample size

How Norton evaluate the marketing research report

How findings of marketing research help ACH select an appropriate positioning strategy

THANK YOU