As you prepare to take on this role, watch the following case study video clips on branding and marketing. You will use the content of the videos to consider how the practices of Moving Brands might be applied to the marketing strategy of Ajo Medical Center.

Chapter $1$: Brand Vs$.$ Branding.

Chapter $3$: What's the Difference Between Branding and Marketing?

The CEO of AMC has asked you to create a proposal in which you provide a competitive marketing entry strategy and a communication strategy and suggest marketing research tools for the new hospital.

Instructions

Create a $5-7$ page proposal $($including a Sources page$)$ in which you:

Develop a SWOT analysis to determine the best approach for market entry.

The following resources may be helpful:

$7$ Strategies for A Successful New Market EntryLinks to an external site..

How Do You Prepare to Enter a New Market?Links to an external site.

Formulate a proposed marketing entry strategy for how your hospital will enter the local market and attract patients in ways that differentiate it from the other area hospitals.

The following resources may be helpful:

Marketing to Healthcare: Applying the $4$ C'sLinks to an external site..

Formulating Productive Marketing Communications Strategy: A Major Health System's ExperienceLinks to an external site..

Develop a proposed communication strategy for the new hospital using the $4$ C$\text{'}$s for marketing communication.

The following resource may be helpful:

$20$ Market Research Tools $($With Importance and Types$)$Links to an external site..

Create a list of suggested marketing research tools that AMC could use to identify the target market and to learn about patient wants and needs. Make sure the tools are a good fit for AMC. Examples include Google Analytics, SurveyMonkey, Spyfu, and Claritas MyBestSegments.