You are part of a strategic planning and marketing committee in a large health care system. You have been asked to make a presentation to the board of trustees because they are considering their capital plan needs in conjunction with the orga- nization's strategic plan at the system's upcoming retreat. A major item of debate is the strong push by many within the organization for investment and organiza- tional commitment in a proton beam ther- apy center. You are the chief marketing officer. You recognize that an investment of this size will obviously command sig- nificant downstream marketing dollars. Present your analysis and recommenda- tions for your work group to consider. In so doing, carefully analyze the efficacy of proton bean therapy, the costs, the com- petitive advantage, and so forth. It is 2014. Your facility is located in Boise, Idaho.