course material

1. 2-Demand Analysis Briefing and Marketing Campaign
Demand Analysis Briefing and Marketing CampaignYou are the director of marketing for a
regional hospital. The board of directors at your hospital has studied the 2011 Institute of
Medicine (IOM) report Early Childhood Obesity Prevention Policies. The alarming statistics
quoted in the IOM report stated that “almost 10 percent of infants and toddlers carry excess
weight for their length, and slightly more than 20 percent of children between the ages of
two and five already are overweight or obese” (IOM, 2011, pg. 1). A survey conducted
among the pediatricians who admit patients to the hospital validated that area children
under the age of 5 years follow or exceed the national trend of being overweight or
obese.The board is very concerned about childhood obesity rates for the children in the
hospital’s marketing area. At the last meeting, the board directed the marketing department
determine the demand for childhood obesity programs and to review the IOM report and
propose a marketing campaign to provide information to parents and guardians concerning
ways to prevent children from birth to 5 years of age from becoming overweight.Click here
to access the IOM report.Prepare a demand-analysis briefing for the board of directors. The
demand-analysis briefing should be NO longer than 2 pages . You will need to do some
research to understand the nature of the broader demand questions, but you should focus
your analysis on clearly explaining the demand problem to the board. Be sure to define the
healthcare demand problem in the scenario.Here is an outline:Define the service (1-2
paragraphs). Explain exactly what the service is, when it should be delivered, and what
signals quality to the consumer of the service.Define the demand (2-3 paragraphs). Who are
the consumers for this service? Where are they to be found? Are there any consumer
characteristics that impact demand for the service? What are they? How sensitive is the
consumer to price (price elasticity)?Define the direction of demand (1-2 paragraphs). What
are we trying to do with the demand—-increase it, decrease it, or manage it in other ways?
When you analyze the direction of the demand, be sure to consider not only what benefits
the consumer, but also the organizational strategy of your focus provider and how the
provider can stay financially viable.Demand management recommendations (1-2
paragraphs). List the steps you recommend. What should management do? Support your
recommendations with a clear summary of your previous analysis.Write a 2 page marketing
campaign to discuss the following marketing issues:Do you think the hospital needs to
complete more marketing research before embarking on the campaign?What advertising
media would you suggest to be used during the campaign?What products or services could
the hospital offer to assist in reducing the number of infants and toddlers who are

2. overweight?Do you expect to generate any revenue for the hospital from the campaign?How
long will the campaign last? How long would you continue to measure the effectiveness of
the campaign?Make sure you integrate the demand analysis and the marketing campaign
for the Board of Directors.By July 11, 2016 , Assignment 2 Grading Criteria Maximum Points
Defined service, demand, and direction of demand with explanation.10Described and
explained a situation.5Listed steps of implementing the solution.5Expressed whether the
hospital needs more research and discussed including area pediatricians.5Defined the
recommended media to use for advertising and explained the direction of
demand.5Described products and services that could be promoted during the campaign and
the impact on the hospital’s revenue.5Discussed the length of the campaign and the period
used to monitor effectiveness.5Presented a structured document free of spelling and
grammatical errors. Used correct grammar, spelling, and word choice.5Properly cited
sources using the APA format.5Total 50