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Akron Children's Hospital: Position as Preferred Regional Healthcare Choice

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Skalla Marketing
Skalla Marketing

PPT created by Kulin Marketing founder Elizabeth Kulin and her graduate school classmates.

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Akron Children's Hospital: Position as Preferred Regional Healthcare Choice

Hinweis der Redaktion

  1. Please add your name
  2. Location: Northeast Ohio ( a midsized city) Brand Image: Increased urgency to advance Akron Children’s Hospital to marketing efforts
  3. The fierce competition by all hospitals to gain families w/children market share.
  4. Focus group will discuss their experiences while at the hospital  qualitative only Past patients focus group, to a survey about brand awareness & positioning options  qualitative and quantitative Survey on positioning options then focus group to discuss positioning  quantitative then qualitative No survey is a risk, they could pick the wrong positioning
  5. Class discussion
  6. Here is where we recommend which one they should pick and back it up with rational. I would say B (it reminds me of the Harvard case), because the marketing research team can have a focus group in order to narrow down what they should have on their survey, and then have the survey which quantifies (proves) which positioning is best for the target market.