A hospital marketing director at a very large hospital in an urban setting has several research projects to undertake this quarter. The hospital is continuing to expand its offerings in the metropolitan area and ensure a strong relationship with the top physicians in the community.
The 3 current projects that he is currently researching include the following:
1)The hospital urology department wants to establish a sexual
dysfunction clinic. The department head wants to get an estimate of
the number of men ages 35-60 in the community suffering from some
form of sexual dysfunction.
2)A primary care medical group is trying to determine whether
patients are being greeted and serviced appropriately by the
billing and admitting departments.
3)A managed care organization (MCO) is trying to determine
what concerns physicians have in agreeing to become part of its
panel of physicians who will treat their enrollees.
You are assigned the following task:
Develop a report analyzing how each of these 3 projects would
be communicated to each market segment and how each will help the
hospital improve its relationship with the public.
Because of the nature of the report, it must include a critique of current literature (scholarly references) to support a position on each.
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