-
8/3/2019 aakron
1/27
.
.
-
8/3/2019 aakron
2/27
Hospital-Akron Children Hospital
(ACH) Location
Northeast Ohio
Characters 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
Rivals Akron City Hospital Akron General Medical Center
St. Thomas Hospital
-
8/3/2019 aakron
3/27
Problem Statement
To increase patient cases by 10% in the
coming year.
-
8/3/2019 aakron
4/27
Objective
To position ACH in coming years advertising
campaign.
To become preferred hospital in the high
growth areas of the region.
-
8/3/2019 aakron
5/27
Problem
Management Problem
To become
preferred hospitalin the high growth
areas of the region
in order to
increase patientcases by 1%
Marketing Problem
How to position
and advertiseACH in order to
attract more and
more patients
-
8/3/2019 aakron
6/27
Four Plans
PLANS
FOCUS GROUP
FOCUS GROUP
AND
SURVEY
SURVEY
AND
FOCUS GROUP
NO
RESEARCH
-
8/3/2019 aakron
7/27
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
-
8/3/2019 aakron
8/27
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 -$60,000
-
8/3/2019 aakron
9/27
Plan C
.
Plan D
Identify best positioning strategy by conducting a survey
Aspects of that positioning strategy is explored via focus group
Cost-$ 60,000
No research
-
8/3/2019 aakron
10/27
Which of the plan would ACH
pursue?
-
8/3/2019 aakron
11/27
If money was invested, would it be a
worthwhile investment?
-
8/3/2019 aakron
12/27
Would the idea of research being a
costpersist in the minds of Norton
and other staff members long afterthis meeting?
Wh ld b d h l
-
8/3/2019 aakron
13/27
What could be done now to help
Norton and other executives view
research as an investment?
-
8/3/2019 aakron
14/27
Role of marketing research in
determining best position strategy
for ACH
-
8/3/2019 aakron
15/27
Norton and finance people differ
from the marketers ( Powell and
Jones) in their views about the roleof exploratory and conclusive
designs
-
8/3/2019 aakron
16/27
Best sequence for using exploratory
and conclusive research
S d d di t d d t
-
8/3/2019 aakron
17/27
Secondary and syndicated data
would be helpful in determining a
positioning strategy for ACH
-
8/3/2019 aakron
18/27
Role played by Secondary and
syndicated data
-
8/3/2019 aakron
19/27
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
-
8/3/2019 aakron
20/27
Survey method to be used in this
study are
-
8/3/2019 aakron
21/27
Experiment design to be used in this
study to address the issue of best
positioning strategy
R l f t d li i
-
8/3/2019 aakron
22/27
Role of measurement and scaling in
assessing the households
preferences for hospitals for theirchildren when in need of health care
for acute cases
-
8/3/2019 aakron
23/27
Questionnaire to measure consumer
preference for children hospital
F il t b d t d t
-
8/3/2019 aakron
24/27
For a mail survey to be conducted to
determine household preferences for
children hospital
Design a sampling process
Sample size
-
8/3/2019 aakron
25/27
How Norton evaluate the marketing
research report
-
8/3/2019 aakron
26/27
How findings of marketing research
help ACH select an appropriate
positioning strategy
-
8/3/2019 aakron
27/27
THANK YOU
