We're Open
+44 7340 9595 39
+44 20 3239 6980

Case Study: Southern Baptist Hospital

  100% Pass and No Plagiarism Guaranteed

Case Study: Southern Baptist Hospital

Southern Baptist Hospital (SBH) had long resisted the use of marketing, believing it was not an appropriate activity for a not-for-profit organization. By the mid-1980s, however, the erosion of its market share due to growing competition forced SBH to adopt an aggressive marketing strategy. Its primary initiative was a campaign of television advertisements aimed to reinforce for the general public the image of SBH as a high-quality institution. Because the organization was starting its marketing activities from scratch, ad production and airtime costs were expensive. The television commercials were professionally produced and received critical acclaim from the advertising community.

Following the public’s repeated exposure to these advertisements, a hospital executive requested information about the impact of the advertisements. The idea to study the campaign’s impact had not been considered earlier, and a belated evaluation effort was mounted to determine the extent to which the campaign had achieved the desired effect. Much to the consternation of SBH administrators, the evaluation found that the ads had had virtually no impact on the public’s already high perception of the institution, and no improvement in patient volumes, revenues, or market share could be attributed to the campaign. SBH administrators, committed to an expensive initiative, rationalized that the campaign had not aired long enough to generate the desired effect and invested even more money in the initiative.

After reviewing the above case, address the following points:

· To what extent did SBH research the needs of its audience prior to developing a marketing strategy?

· Does it appear that SBH has an overall marketing plan?

· Does it appear that SBH had a significant grasp of the nature of marketing?

· What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides?

· What are the implications of marketing to the general public rather than targeting specific segments of the market?

· How much thought was given to measuring the effectiveness of the campaign going into the initiative?

· Was the decision to continue airing expensive but heretofore ineffective television commercials prudent?

The completed case study should be 400-600 words, and should adhere to APA style. It should incorporate at least one reference (this can include your course textbook).


100% Plagiarism Free & Custom Written,
Tailored to your instructions


International House, 12 Constance Street, London, United Kingdom,
E16 2DQ

UK Registered Company # 11483120


100% Pass Guarantee

STILL NOT CONVINCED?

View our samples written by our professional writers to let you comprehend how your work is going to look like. We have categorised this into 3 categories with a few different subject domains

View Our Samples

We offer a £ 2999

If your assignment is plagiarised, we will give you £ 2999 in compensation

Recent Updates

Details

  • Title: Case Study: Southern Baptist Hospital
  • Price: £ 99
  • Post Date: 2018-11-10T11:55:46+00:00
  • Category: Assignment
  • No Plagiarism Guarantee
  • 100% Custom Written

Customer Reviews

Case Study: Southern Baptist Hospital Case Study: Southern Baptist Hospital
Reviews: 5

A masterpiece of assignment by , written on 2020-03-12

I had wasted so much money for poor quality work on other sites that I became despair to find a reliable one. I landed on Insta Research and finally, I am fully satisfied after ages from their quality of the work and instant response. Also, the rates are handy. Great going guys!
Reviews: 5

A masterpiece of assignment by , written on 2020-03-12

Very professional and effective assignment writing service.