This discussion is associated with the Navigate 2 Scenario - Episode 2: Patient Engagement

The Marketing Director for Bright Road Health care is looking at ways to improve its Personal Health Record. A Personal Health Record not only engages patients in their own wellness but is a method of retaining loyal patients. In this episode, you will work with Bright Road staff members to gather information about their patient demographics, and then analyze the functionality and utility of the Health Care System's Personal Health Record, a resource provided to their patients.

As part of your research, you will describe the scope of strategic marketing and the impact the five environmental forces have on organizational strategy. Using information from the scenario (highlighting relevant environmental forces), you will make recommendations on how to improve the functionality and utility of the Personal Health Record. Recommendations should be supported by research from scholarly peer-reviewed resources.