Need assistance with the conclusion portion of a team paper.
Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 1 How Are We Doing? Introduction: It’s time for a marketing audit! Bright Road Health Care System wants to see how responsive they are to market needs and preferences, and if there marketing strategies are showing a good return on investment. You are a mark eting consultant who has been brought in as an objective party to perform this audit. Once the information is gathered, you will identify the top 3 strengths and the top 3 weaknesses of the organization. Then, you will make prioritized recommendations to turn the weaknesses into strengths. Characters: 1. Blake Hines , CEO of Bright Road Health Care System 2. Amit Patel , Marketing Director for Bright Road 3. Kimberly O’Neill , CFO for Bright Road 4. Quinn Smith , Chairman of the Board of Bright Road Health Care System Locations: 1. Conference Room 2. Marketin g Director’s Office 3. CFO’s Office 4. Student’s Office Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 2 Scene 1: Audit Discussion with CEO and Chairman of Board In this scene , the Student meets with the CEO of Bright Road, Blake Hines, and the Chairman of the Board, Quinn Smith. They discuss the need for the audit and accomplish the first two steps in the marketing research process: 1) Problem definition, and 2) Specifying Research Objectives. Blake is traveling, so she asks if Quinn can be available to the Student for ques tions and assistance. Location Conference Room Scene setup Quinn sits on the left. Blake is projected on the screen via video chat. On -screen characters Quinn Smith, Blake Hines (on screen via video chat ) Off -screen characters N/A On screen text: Tod ay you have a meeting with both Bright Road’s CEO and Chairman of the Board . . . The notepad icon is highlighted and an on -screen text bubble appears. On -screen text: Remember to take notes as you go. These notes will be available throughout, and will he lp you form your recommendation s later on . Student is able to open the notepad and take notes during the rest of the scene. BLAKE (on screen) QUINN BLAKE (on screen) QUINN I’m glad you both could join me today. We’re glad you were able to find time in your schedule . I know it’s been a busy conference for you , Blake. Yes, very busy. But, I didn’t want to wait until I got back to get this study going . I got yours and Kimberly’s emails , expressing concern about how much we’re spending on the new marketing changes. So, I thought we should start on this as soon as possible. (to Student) I’ll fill you in on the genesis of this project. As you know, we’ve implemented some substantial marketing changes over the last six months, and now the Board and executive team w ould like to evaluate and see which changes are working and which aren’t . STUDENT OPTION 1 What is your measure of success? STUDENT OPTION 2 Can we discuss the market research process that we’ll be following? Student can click either option to c ontinue ; m ust choose both eventually. QUINN RESPONSE 1 I’d say our measure of success is pretty simple. Did we get enough response for the amount of money we spent? Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 3 BLAKE RESPONSE 2 That’s a good place to start. Generally, we use the five -step process. First, we define the problem. Second, we specify our research objectives. The third step is creating the research design. Fourth, we collect the data . Finally, we analyze and evaluate the results. STUDENT Sounds good. Can we plan on accomplishing the fi rst two steps in this meeting? QUINN That’s what I was thinking. I laid out the problem already, determining the cost effectiveness of our new marketing efforts. STUDENT OPTION 1 STUDENT OPTION 2 Yes, thank you for that. Actually, can we narrow our f ocus a little more? Student can click either option to continue. BLAKE RESPONSE 1 BLAKE RESPONSE 2 I actually think we need to narrow our focus a little more than that. Yes, that’s what I was thinking. Either response allows Student to continue. STUDE NT OPTION 1 What changes in particular do you want to study? STUDENT OPTION 2 What segment of the market should we look at? STUDENT OPTION 3 Can we also talk about the objectives for our study? Student can choose any option to continue, but will choose all eventually. BLAKE RESPONSE 1 I’d like to see if the recent improvements to our web presence have paid off. And were the efforts to expand our market with Personal Health Records successful? QUINN RESPONSE 1 Yes, and we made changes to help increase the numbers of patient s using our outpatient pharmacy . I’d like to see how these changes panned out, too. QUINN RESPONSE 2 That’s where we could use your help . BLAKE RESPONSE 2 Right. I’ve asked Amit Patel, our Marketing Director to work with you closel y on this study. Maybe the two of you can come up with an answer on market segment together. Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 4 This response kicks the Student back to options. BLAKE RESPONSE 3 So me of the studies we’ve conducted i n the past have been exploratory . W e tried to determine wh y maternity patient rates were trending down ward . We also did a study that was descriptive, where it simply took a cross -section of our target demographic and sought to describe what their biggest needs were. QUINN RESPONSE 3 Then, there were the studies that were more like testing the market before we made a particular program change. ( To Student) Based on what we’ve discussed so far, how would you describe our objective on this study? STUDENT OPTION 1 I would say this is descriptive. STUDENT OPTION 2 I think we can call this exploratory. ** STUDENT OPTION 3 This would be more like a study to test the market, a predictive or test of a hypothesis. Student can choose any option to continue. BLAKE RESPONSE 1 Yes, I think you’re right. Our objective is to describe how the changes we’ve listed have had an impact in relation to their cost. BLAKE RESPONSE 2 & 3 Actually, I don’t think that’s right. Our objective is to describe how the changes we’ve listed have had an impact in relation to their cost. STU DENT I’ll work with Amit to create a study that describes the response to the marketing changes and takes into consideration the expenditure. Who else do you suggest I speak to? BLAKE I’ve asked our CFO, Kimberly O’Neill, to work with you on evaluating t he financi al side . QUINN I’m available too, whenever you need me. Just let me know. BLAKE I’m eager to see what we find. Scene 2: Meeting with Amit Patel, the Marketing Director In this scene, the Student meets with Amit Patel , Bright Road’s Marketing Director , to work on creating the research design. They d iscuss who to target for the study as well as what types of questions to ask. Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 5 The Student is given a chance to draft questions for the study at the end. The Student’s questions will be submitted for g rading. Location Director of Marketing Office Scene setup The student sits across from the Director of Marketing On -screen characters Amit Patel Off -screen characters None On screen text: You meet next with Amit Patel, Bright Road’s Marketing Direc tor . Remember, answers you submit during this scene will be evaluated to assess your aptitude . . . AMIT So, this is great. We get to measure some results of our efforts over the last six months now. Very exciting ! STUDENT I met with Blake Hines and Qui nn Smi th in which we established the problem and the objective of the study. We just need to determine what market segment to target. AMIT Well, what specific areas do we want to evaluate? That will help us determine our market segment. ** STUDENT OPTION 1 Online improvements, PHR, and use of the outpatient pharmacy . STUDENT OPTION 2 Social media, PHH, and use of the outpatient pharmacy . STUDENT OPTION 3 Use of the outpatient pharmacy , web database improvement, PHR marketing. Student can choose any of the options to continue. AMIT RESPONSE According to notes Blake sent me, we want to see how improvements to our website, Facebook page, and Personal Health Record increased engagement. Also, we’re going to see how outpatient pharmacy improvements hav e been received. Who would be able to give us the best data on these segments? Do you think we should target the community at large or customers using our products and services over the last six months? STUDENT OPTION 1 I think we should take a cross -sec tion of the community, to see if they’ve noticed the changes we’ve made. STUDENT OPTION 2 It’s probably best to narrow our market to customers over the last six months. Student can select either option to continue. AMIT RESPONSE 1 That might not be th e best approach. If we look at the most recent customers, then we’ll be able to get the most relevant data. Just like when you walk into a Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 6 dealership to buy a car and the salesman asks how you heard about them. The dealership is determining how well partic ular advertising channels are working for them. AMIT RESPONSE 2 STUDENT AMIT I agree. If we look at the most recent, then we’ll be able to get the most relevant data. Just like when you walk into a dealership to buy a car and the salesman asks how yo u heard about them. The dealership is determining how well particular advertising channels are working for them. Okay, that sounds good. What do you think are the kinds of questions we should be asking? Now that we’ve established the market segment, we can form questions related to where the problem might be : our organization , our competitors, products and services, pricing, promotion and channel distribution. BRANCHING OPTIONS STUDENT OPTION 1 STUDENT OPTION 2 STUDENT OPTION 3 Let’ s talk about quest ions related to our organization and competitors. Can we discuss products and services H and pricing? What questions do you think we should design related to promotion and channel distribution? Student can select either option to continue. BRANCHING 1 AMIT RESPONSE Sure, let’s talk about perception of our organization versus our competitors. STUDENT OPTION 1 What specifically are we hoping to learn in these areas? STUDENT OPTION 2 What kinds of questions do you suggest asking about this? AMIT REPSONSE 1 We want to see how Bright Road is perceived by people who use our products or services . Do they see us as patient -focused and in tune with their needs? Are we portrayed as a quality institution? Did they consider our competitors before choosing Bright Road? How do we measure up in perception? AMIT REPSONSE 2 For our website and Facebook users , we can employ opinion -based questioning to see whether they thought the improvements helped convey the right perception of Bright Road. For those who ch ose to use our PHR program or Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 7 revisit our Outpatient Pharmacy , we can ask how they arrived at this decision. These can be open -en ded questions or opinion -based, comparing Bright Road to competitors in this area. Then, we should be able to see if we’ve diff erentiated ourselves enough. Student returns to Branching options . BRANCHING 2 AMIT REPSONSE Sure. In this case, we can focus on one product, the PHR program, and we can look at the Outpatient Pharmacy service, as well. Pricing can be tied into both. STUDENT OPTION 1 What kind of data should we collect about the PHR program? STUDENT OPTION 2 How do you see us collecting data about the Oupatient service? Student may click either option to continue. AMIT RESPONSE 1 When it comes to the Personal Health Record s program, we can see how the customer was referred to it. Was it through word of mouth , the internet, or one of our billboards? We can then ask their opinion on pricing . If this product is priced too high or too low and if they believe the value ali gns with the price. AMIT RESPONSE 2 We can use open -ended questions regarding the patient’s experience with our Outpatient Pharmacy , and we can have them rate certain aspects. We can use a scale, from Highly Satisfied to Extremely Dissatisfied and we can target some of the improvements we focused on, such as shorter wait time and better access to over -the -counter medications during their visit. Student returns to Branching options. BRANCHING 3 AMIT REPSONSE Promotion and channel distribution are big ones , here. What do you think? STUDENT OPTION 1 I think we should ask which type of promotion, if any, moved them to utilize our products or services. STUDENT OPTION 2 I think we can talk about visibility and accessibility when it comes to channel distribution . AMIT RESPONSE 1 Good . For example, did the follow up e-mail newsletter from the Outpatient Pharmacy prompt them to use the facility again? Or, did they see the survey on our Facebook page about PHR s and visit the website? Once they were on the Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 8 website, did they watch the video we created about PHRs , and did they feel it helped in their decision process? Student returns to remaining option. AMIT RESPONSE 2 Are you referring to the visibility of our brand – our product and service offerings ? In that case, I agree. We can also ask whether the extended hours of operation at the Outpatient Pharmacy made it more accessible to the patient. STUDENT This all sounds good. Now, how do you think we should collect the data? Phone interviews, surveys by mail, or mayb e one -on -one interviews, or focus group s? AMIT I can tell you already, that we don’t have the budget for one -on -one interviews or focus groups. I think that there’s too much of a risk that a survey won’t be completed if we send it by mail or by email. Phon e interviews are probably best, as long as we keep the number of questions low and make them as clear and easy to answer as possible. STUDENT I agree. Do you want me to put together a list of questions for you to review? AMIT That would be great. I’ll se nd you an outline of the key areas, like we discussed, and maybe some examples of what I’m looking for. If you can fill it in and send it back to me, we can go from there. NOTE: A mit’s office fades out and the Student’s laptop fills the screen with an emai l program open. On -screen text: Later, you receive the email from Amit. Review, fill in the chart with survey questions, and then send it back to him. Be sure to use your notes! NOTE: Email from Amit contains th e following table for the Student to fill in using a free text response. Key Area Questions The Organization and Competitors Example: On a scale of 1 to 5, with 1 being least and 5 being most, do you feel Bright Road is attempting to meet your most critical needs? 1. 2. Products & Services, and Pricing Example: Where did you first learn about Bright Road’s PHR program? _Family/Friend _Billboard _Bright Road website _Facebook _other Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 9 3. 4. Promotion and Channel Distribution Example: On a scale of 1 to 5, with 1 being least and 5 being most, do y ou feel the email newsletter from Bright Road’s Outpatient Pharmacy contributed to your return to the facility? 5. 6. Once the Student has filled in the open slots, they are given the chance to Submit. On -screen text: Nice work! Your email has been sent to Amit. Scene 3: Reviewing the Results This scene takes place three weeks later after the raw data from the surveys has been gathered. The Student will meet with the CFO to review the key findings and evaluate strengths and weaknesses. Chairman of the B oard, Quinn Smith, will call at the end and discuss, as well, asking the Student to send a more in -depth recommendation on how to turn weaknesses into strengths. Location CFO’S Office Scene setup Student faces Kimberly who sits behind her desk. On -screen c haracters Kimberly O’Neill, Quinn Smith (on video call) Off -screen characters N/A On screen text: 3 weeks later, you meet with CFO, Kimberly O’Neill to analyze the survey results . . . KIMBERLY First, let me say that I think you and Amit did a wonderful job putting the survey together. We collected a lot of very useful data. STUDENT I’m glad to hear it. Can we take a look at the results? KIMBERLY Definitely. And, feel free to ask for whatever information you need about the financial aspect as well. I kn ow you’re looking to put together a recommendation after you have a chance to evaluate the results. I have a list of the results from the customer surveys. Shall we take a look? Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 10 NOTE: Student can close window and resume conversation when they are done rev iewing. Results should be made available to the Student for duration of Learnscape. STUDENT OPTION 1 It looks like the billboard campaign was not very effective. Was this a large expenditure, and how do you think it could be improved? STUDENT OPTION 2 Why do you think the e -newsletter had a negative impact? STUDENT OPTION 3 Did the increase in appreciation for Bright Road’s improved online presence result in more leads or sales? KIMBERLY RESPONSE 1 It wasn’t too large of a cost, and I think that was our problem. We didn’t put the message on enough billboards. I believe we only did 3 billboards in the metropolitan area. KIMBERLY RESPONSE 2 I think the e -newsletter was too frequent. We brought on a social media copywriter at full time, and I think she sent the newsletter out too frequently. She sent it weekly to our Outpatient Pharmacy customer database. I think we could cut that down to every other week, which would save us on the budget by reducing the position to part time or contract. KIMBERLY RESP ONSE 3 That’s a very good question. Yes, it looks like sales from leads generated through our website and Facebook outreach is up 20% over the last six months. I think this is a very good indicator. STUDENT Yes, I think it’s a great indicator. Oh , excuse me. I’m getting a call from Quinn Smith. Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 11 NOTE: Student’s phone appears with an incoming video call from Quinn Smith. Student is able to accept the call. QUINN (on video call) Hi there! Just checking in to see how the results are looking. I hope I didn’t interrupt. I’m just anxious to see what we’ve discovered. STUDENT There are definitely some strong points, but also some areas that need improvement. I’m actually reviewing the results with Kimberly O’Neill right now. QUINN (on video call) Oh, I’m sorry. Look, I don’t want to keep you. Can you send me an email later on, so I can share some of your findings with the Board at our meeting tomorrow? Just a high level look will do. Why don’t you list out the top three strengths and the top three weaknesses? The n, you can maybe add some suggestions on how we can turn those top three weaknesses into strengths! Sound good? STUDENT Sounds good. I’ll send it later on today or first thing in the morning. QUINN (on video call) Thank you. The p hone call ends and scene resumes with Kimberly. KIMBERLY Sounds like you might have a busy afternoon ahead of you. Are there any other questions I can help you with? STUDENT My last question is about the PHR program. It seems like the survey on Facebook got people’s attention. Whe re else did you promote it? KIMBERLY We actually did a mailer to the retirement communities in our areas, to raise awareness among the aging population. But, that didn’t seem to have a ny measurable effect. Our main demographic for that product is still 50 years old and younger. Maybe free workshops in those communities would be a better way to go. STUDENT That’s a good idea, and really good information for now. Thanks, Kimberly. KIMBERLY No problem. Just let me know if you need anything else . Health Care Marketing Learn scape 4: How Are We Doing? Health Care Marketing Learnscape 4 Final December 10 , 2012 12 Scene 4: M aking Your Recommendation In this scene, the Student will submit an email to Quinn Smith, Chairman of the Board, outlining the top three strengths and the top three weaknesses of the marketing campaign , along with suggestions on how to improve on the weakn esses. Location Student’s Office Scene setup Student is sitting at their desk. On -screen characters None Off -screen characters None On -screen text: It’s time to write your email to Quinn Smith, Chairman of the Board, outlining the top three strength s and the top three weaknesses of the Bright Road marketing survey results. Be sure to include suggestions on how to turn the weaknesses into strengths . NOTE: The scene is a close up of the student’s computer screen with the email application open. The “T o:” section is filled with the description “ Quinn Smith ” and the subject is already filled in: “CONFIDENTIAL: Marketing Survey Results Recommendation s.” On -screen text: Type your recommendation in the body of the email. Don’t forget, you can use the survey results and notes you’ve taken through out your interviews. Be sure to back up your recommendation with the analysis of the information gained along the way . NOTE: The student will be given an option to “Submit” the email after writing it. After the stude nt submits the email, the computer screen fades to the previous view of the student’s office. On -screen text: Your recommendation to Quinn Smith has been sent! Nice work! FADE OUT. End of Learnscape 4