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 ...
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Introduction
Marketing communication is the integral part of the brand strategy of an organization and can enable the firm to acquire competitive positions. This case describes how to competitive hospitals Brianwood and Crestview operating in the same locality compete against each other. Crestview has made a smart marketing communication move by acquiring two billboards near Brianwood. The pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Brianwood Medical Center Crestview Hospital will gain a lot of publicity by placing its new billboard directly adjacent to Brianwood Medical Center as it ...
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