Good Morning,

From the scenario attached below, I need to make a recommendation identifying the top 3 strengths and the top 3 weaknesses of the organization. Then, you will make prioritized recommendations to turn the weaknesses into strengths.

Health Care Marketing

Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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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 their marketing strategies are showing a good return on investment. You are a marketing 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. Marketing Director's Office

3. CFO's Office

4. Student's Office

Health Care Marketing

Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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Scene 1: Audit Discussion

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 questions 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: Today you have a meeting with both Bright Road's CEO and Chairman of the Board . . .

On-screen text: Remember to take notes as you go. Your handwritten notes will help you form your recommendations later on.

BLAKE

QUINN

BLAKE

QUINN

I'm glad you both could join me today.

We're glad you were able to find time in your schedue. 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 would like to evaluate and see which changes are working and which ones aren't.

Student can click either option to continue; must choose both eventually.

STUDENT CHOICE 1

What is your measure of success?

STUDENT CHOICE 2

Can we discuss the market research process that we'll be following?

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?

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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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 first 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 can click either option to continue.

STUDENT CHOICE 1

STUDENT CHOICE 2

Yes, thank you for that.

Actually, can we narrow our focus a little more?

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.

Student can choose any option to continue, but will choose all eventually.

STUDENT CHOICE 1

What changes in particular do you want to study?

STUDENT CHOICE 2

What segment of the market should we look at?

STUDENT CHOICE 3

Can we also talk about the objectives for our study?

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 patients 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 closely on this study. Maybe the two of you can come up with an answer on market segment together.

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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BLAKE RESPONSE 3 Some of the studies we've conducted in the past have been exploratory. We tried to determine why maternity patient rates were trending downward. 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. Based on what we've discussed so far, how would you describe our objective on this study?

Student can choose any option to continue.

STUDENT CHOICE 1 I would say this is descriptive.

STUDENT CHOICE 2 I think we can call this exploratory.

STUDENT CHOICE 3 This would be more like a study to test the market, a predictive or test of a hypothesis.

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.

STUDENT 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 the financial side.

QUINN I'm available too, whenever you need me. Just let me know.

BLAKE I'm eager to see what we find.

Health Care Marketing

Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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Scene 2: Meeting with Marketing Director

In this scene, the Student meets with Amit Patel, Bright Road's Marketing Director, to work on creating the research design. They discuss who to target for the study as well as what types of questions to ask. The Student is given a chance to draft questions for the study at the end. The Student's questions will be submitted for grading.

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 Director.

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 Quinn Smith 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 can choose any of the options to continue.

STUDENT CHOICE 1

Online improvements, PHR, and use of the outpatient pharmacy.

STUDENT CHOICE 2

Social media, PHH, and use of the outpatient pharmacy.

STUDENT CHOICE 3

Use of the outpatient pharmacy, web database improvement, PHR marketing.

AMIT RESPONSE

According to the notes Blake sent me, we want to see how improvements to our website, social media page, and Personal Health Record increased engagement. Also, we're going to see how outpatient pharmacy improvements have 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 can select either option to continue.

STUDENT CHOICE 1

I think we should take a cross-section of the community, to see if they've noticed the changes we've made.

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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STUDENT CHOICE 2

It's probably best to narrow our market to customers over the last six months.

AMIT RESPONSE 1

That might not be the 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 dealership to buy a car and the salesman asks how you heard about them. The dealership is determining how well particular 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 you 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?

Well, now that we 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 can select any option to continue.

STUDENT CHOICE 1

STUDENT CHOICE 2

STUDENT CHOICE 3

Let's talk about questions related to our organization and competitors.

Can we discuss products and services, and pricing?

What questions do you think we should design related to promotion and channel distribution?

BRANCHING 1

AMIT RESPONSE

Sure, let's talk about perception of our organization versus our competitors.

Student must select each option to continue.

STUDENT CHOICE 1

What specifically are we hoping to learn in these areas?

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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STUDENT CHOICE 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 and 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 social media 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 choose to use our PHR program or revisit our Outpatient Pharmacy, we can ask how they arrived at this decision. These can be open-ended questions or opinion-based, comparing Bright Road to competitors in this area. Then, we should be able to see if we've differentiated ourselves enough.

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. Pricing can be tied into both.

Student may click either option to continue.

STUDENT CHOICE 1

What kind of data should we collect about the PHR program?

STUDENT CHOICE 2

How do you see us collecting data about the Oupatient service?

AMIT RESPONSE 1

When it comes to the Personal Health Records 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 aligns 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.

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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BRANCHING 3

AMIT REPSONSE Promotion and channel distribution are big ones, here. What do you think?

Student must choose both options to continue.

STUDENT CHOICE 1 I think we should ask which type of promotion, if any, moved them to utilize our products or services.

STUDENT CHOICE 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 just see the survey on our social media page about PHRs and visit the website? Once they were on the website, did they watch the video we created about PHRs, and did they feel it helped them in their decision process?

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 maybe one-on-one interviews, or focus groups?

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. Phone 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 send 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.

STUDENT THanks, I'll return to my office and wait for your email.

NOTE: Amit's office fades out and the Student's laptop fills the screen with an email 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!

Health Care Marketing

Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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EMAIL 1:

Follow up information

Amit Patel

Hello,

Attached is an outline of the key areas with some examples of what I'm looking for. Fill it in and send it back to me with your suggestions.

Amit Patel

Attachment Content

Key Areas Outline and Survey Questions

Review, fill in the chart with survey questions, and then send it back to Amit.

NOTE: Email from Amit contains the 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. (Enter text with a survey question pertaining to The Organization and Competitors.)

2. (Enter text with a survey question pertaining to The Organization and Competitors.)

Products & Services, and Pricing

Example: Where did you first learn about Bright Road's PHR program? _Family/Friend _Billboard _Bright Road website _Social Media _Other

3. (Enter text with a survey question pertaining to Products & Services, and Pricing.)

4. (Enter text with a survey question pertaining to Products & Services, and Pricing.)

Promotion and Channel Distribution

Example: On a scale of 1 to 5, with 1 being least and 5 being most, do you feel the email newsletter from Bright Road's Outpatient Pharmacy contributed to your return to the

Health Care Marketing

Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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facility?

5. (Enter text with a survey question pertaining to Promotion and Channel Distribution.)

6. (Enter text with a survey question pertaining to Promotion and Channel Distribution.)

Once the Student has filled in the open slots, they can click Save to save their responses in a Microsoft Word document. Then a Continue button appears at the top of the attachment. On click of Continue:

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 Board, 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 characters 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 aspects as well. I know 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?

NOTE: A button appears that says "Review survey results >>>". When learner clicks it, a document will appear on screen. Only the left column is visible to the student.

Survey Results

65% reported additional Outpatient Pharmacy hours contributed greatly to a second visit.

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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12% reported being influenced by the billboard ad to investigate the PHR program.

75% reported e-newsletter was intrusive and not a benefit.

45% reported new Social Media page denoted relevancy.

65% reported new web page design denoted professionalism and a focus on patient care.

85% highly unsatisfied with Outpatient Pharmacy wait time.

15% reported PHR program pricing too high.

35% reported PHR program pricing reasonable.

40% said they would be most likely to recommend Outpatient Pharmacy to a friend; 35% somewhat likely; 25% unlikely.

NOTE: Student can close window and resume conversation when they are done reviewing.

Student can click any option to continue; must choose all eventually.

STUDENT CHOICE 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 CHOICE 2 Why do you think the e-newsletter had a negative impact?

STUDENT CHOICE 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 had 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 often. 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 RESPONSE 3 That's a very good question. Yes, it looks like sales from leads generated through our website and social media outreach is up 20% over the last six months. I think this is a very good indicator.

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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This response allows the Student to continue.

STUDENT Yes, I think it's a great indicator. Oh, excuse me. I'm getting a call from Quinn Smith.

NOTE: Student's phone appears with an incoming video call from Quinn Smith.

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? Then, 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 phone 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 social media got people's attention. Where 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 any 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.

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Navigate 2 Scenario: How Are We Doing?

February 21, 2018

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Scene 4: Assessment

If all previous scenes have been completed, a 10-question assessment is presented to the student.

Answer the following 10 questions to show what you know about health care ethics for equipment purchasing. Good luck!

The student answers the questions and then sees the assessment results.

Assessment Results

Here are your results. Click Continue if you are satisfied with the result. Or you can click Try Again if you want to try and improve your score.

NOTE: The student can retry the assessment by clicking the Try Again button, or can continue to final scene by clicking the Continue button.

Scene 5: Making 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 weaknesses.

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 strengths 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.