A billboard opens immense opportunities in marketing communications for any hospital. This is one of the best methods of advertisements as it is narrative and cost effective. Placement of its billboard directly adjacent to Brianwood Medical Centre gives an edge to Crestview hospital for many reasons. Firstly, the billboard will certainly influence many of the patients who patronage Brianwood Medical Centre. Some of them may tend to choose Crestview hospital for future medical services. This gives Crestview, a competitive advantage over its rivals. Secondly, there are many patients in Oakland who do not have relation with any hospitals. The right kind of marketing advertisements on billboard will induce many of them. Thirdly, the panels were placed in a prime location and on the same road where the hospital is located. Considering the potential of marketing in the present scenario, this would be treated as one of the best investments. Crestview hospital had snatched the advantage of having the panels in the proximity from Brianwood Medical Centre. Finally, it will be a disastrous situation for Crestview hospital if Brianwood Medical Centre had leased these billboards.
On the other hand, aggressive marketing may tarnish the image of Crestview hospital. It is a known fact that Crestview hospital is a profit oriented healthcare establishment. People might mistake aggressive marketing to be the greed for money. This may give some negative impacts to the business of Crestview hospital. Besides, there is a question of business ethics too. In a civilized society, people might not consider the billboard display very adjacent to competitor as a fair deal.
The customers of the Brianwood Medical Centre were surprised to notice the new billboard panels appeared close to the hospital. Some of them had a notion that Brianwood Medical Centre had taken over Crestview hospital, and some people thought the other way round. Few of the customers approached the Public Relation Officer of Brianwood Medical Centre seeking clarification. Knowing the facts, some people condemned the marketing approach of Crestview hospital. There were people who blamed the Governing board of Brianwood Medical Centre for being very lethargic to opportunities. Meanwhile, the community stake holders were astonished and became furious. They never imagined that Crestview hospital would surpass Brianwood Medical Centre in the run for marketing. They always believed that Brianwood Medical centre would retain its market leadership, rather the great tradition of the hospital made them believe so. Now, they were all filled with emotions, a mixture of agony and rage. Community stake holders blamed Susan Daniel and the Governing Board for the lapses and demanded for a change in the management team. There was wide range of protest on the marketing strategies of Crestview hospital too.
Today, “strong brands are established not only in the market, but also in the mind of the customer” (Ahmad, Al-Qarni, Alsharqi, Qalai & Kadi, 2013). Looking into the seriousness of the situation, the Governing Board of Brianwood Medical Centre should sanction additional funds for strengthening the Marketing communications and Strategies. There should be a special strategy to counter the message “The best Medical care in Oakland” (case study, p.44), which was depicted on the billboard placed adjacent to Brianwood Medical Centre. A new strategic message like “Brianwood Medical Centre- The best medical services in California” would be appropriate in this situation. This would certainly lift the confidence in the minds of people. Physicians’ referrals are very vital in winning patients.
Therefore it is important to keep all physicians of the locality intact. Insurance services are another area where attention is required. In modern healthcare services, insurance is a key factor. The long tradition of the hospital needs to be highlighted in all marketing communications. This would be unique and Crestview hospital can never claim such a long tradition. The fact that Brianwood Medical centre is a non-profit healthcare establishment will add mileage, when it is informed to the public in an appropriate manner. Referring to Ferrer- Roca (1998), Telemedicine is another suggestion to improve the services offered by Brianwood Medical Centre. Telemedicine offers clinical healthcare from a distance using telecommunication and information technology (pp. 9-10). This will be a very innovative idea to please the customers. Telephonic follow up of patients after hospitalisation will be appropriate to build high reputation for the hospital. Reminding the patients about appointments and revisits is also important.
The usage of social media in a constructive way to entice customers was also decided. Feedback and opinions may be received from customers using social media. As Kavaler and Alexander (2012, p. 116) point out, more than 20% of hospitals in the United States have social media presence. A blog is also suggested in this regard, where senior physicians can share valuable information to the public. This will depict a picture of social commitment by the hospital .All these measures taken would justify the claim “The best medical services in California”.
The ideal marketing communication strategies of Crestview revolves around “The best Medical care in Oakland”. All marketing communication strategies should be based on the quality of medical services offered at the hospital. The wide range of medical facilities available in the hospital in a short span of time requires emphasis in every marketing communications. There should be attempts to highlight the growth of the Crestview hospital in the recent past. The marketing communications should suggest that, long tradition has nothing to do with the quality of services. The marketing communications should justify the point that quality of medical service is so important and it will not be compromised for any reason.
On the other side, all marketing communications for Brianwood Medical services should be based on its market leadership and long tradition. People should realise, the important role that Brianwood medical centre had played over the years for a healthy society. Most of the people still believe in the business ethics, especially in medical services. All marketing communications should reveal the business ethics displayed by Brianwood Medical Centre over the years. The advertisements should depict a picture that, Brianwood Medical centre stand for quality services at affordable cost.
There is competition in every business field. This makes marketing very important for any business and Medical services is no exception. Effective marketing strategy is crucial for every business houses. Proactive marketing efforts are important for both Brianwood Medical Centre and Crestview hospital. Brianwood Medical Centre is striving hard to retain its market leadership. Already there are threats from Crestview hospital. The governing Board should formulate strategies based on their strengths and the weakness of the rivals. If the Governing board fails in proactive decision making, the very existence of Brianwood Medical Centre will be under threat. Initiating effective and proactive marketing strategy is important for Crestview Hospital too. Gaining the market leadership is the need of the hour for Crestview hospital. Since this is a profit making hospital, high volume of business and market share are to be maintained. If the Crestview hospital does not generate desired level of profits, the Governing board will be answerable to the stake holders as well. This makes the intervention of Governing board so important.
It is important to evaluate the effectiveness ofvarious Marketing Communications Strategies used. The success or failure of Marketing Communication strategies highly impacts the future of any business. As Arons, Driest and Weed (2014) purport, companies today enhance the quality of their products/services increasingly with intent to create customer experience. The money spent on marketing communication needs to be fruitful. It is important to know if the marketing Communications make any impact among people. Changes are required when any marketing Communications strategy fails to make an impact. Various market research techniques may be used to assess the effectiveness of Marketing Communications and strategies. Market researches give high insights on how people perceive a marketing Communication. Depending on the responses received from the public, necessary changes may be made in the marketing communication.
Referring to Brown (2008), surveys are one of the best marketing research tools which may be used by Brianwood medical Centre and Crestview hospital. According to the author, survey involves three basic forms; “factual surveys, opinion surveys, and interpretive surveys” (p. 86). Through surveys, people can express their views on the different marketing communications. Surveys will also reveal their expectations from a hospital. Based on the outcomes of surveys Marketing communications and strategies may be formulated. Questionnaire is another tool of Market research which may be used by Brianwood Medical centre and Crestview hospitals. This is a simple tool, where a pre-printed set of questions are given to people. The answers given to the questions will reveal their opinion. Based on the opinions, required changes may be made with respect to Marketing Communications.
References
Ahmad, A. M. K., Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A & Kadi, N. (2013). The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfaction: An Empirical Investigation on Jeddah Private Sector Hospital Senior Managers Perspective. International Journal of Marketing Studies, 5 (6), 210-227.
Arons, M. S., Driest, F. V & Weed, K. (2014). The Ultimate Marketing Machine. Harvard Business Review. Retrieved from https://hbr.org/2014/07/the-ultimate-marketing-machine
Brown, L. O. (2008). Market Research and Analysis. US: Wildside Press LLC.
Ferrer- Roca, O. (1998). Handbook of Telemedicine. US: IOS Press.
Kavaler, F & Alexander, R. S. (2012). Risk Management in Health Care Institutions. US: Jones & Bartlett Publishers.
