Hsa 505 Case Study 3 Missed Opportunities

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Case study 3: Missed opportunities Sarah Frederick HSA505 Dr. Foster 9/1/2014 Case study: Missed opportunities Crestview Hospital is situated in Oakland, in the east south central region of United States. It is a for-profit institution which competes with Briarwood medical center, a non-profit institution, both offering general medical and surgical services. Crestview made a marketing decision and placed a new billboard directly adjacent to Briarwood Medical centre. This action has various pros and cons to the Crestview Hospital in respect to the customers and other community stakeholders. In respect to the placement of the billboard, Crestview Hospital should see an increase in consumers utilizing their services because the billboard is placed in a position that makes it seem as though Briarwood was promoting Crestview. The billboards also made more of an impact with the tagline of “The Best Medical Care in Oakland”. This informs potential consumers about the high quality services provided by the Crestview Hospital and shows that Crestview has leadership that is not afraid to employ an aggressive strategy. Fortenberry (2011) states that clients who are not local or familiar with the area will know how to find Crestview hospital because they can use the directions on the billboard. Even though the physical location of Briarwood is right there in that immediate area, Briarwood has no billboard to market themselves and direct non-residents to the most commonly used areas, such as the Emergency room. They are solely relying on locals knowledge of their services and locations. On the other hand, use of billboards for advertisement is very costly to the Crestview Hospital and this could impact to the quality of services they can provide to their clients. Though the census would likely increase in the weeks following the placing of the billboard, there is

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