This discussion is associated with the Navigate 2 Scenario - Episode 1: Staying Relevant Many of Bright Road Health Care System’s facilities are located in areas that are currently serving many Gen Y patients and will be serving increasing numbers of Gen Z patients within the next 5 years. This means the Health Care System’s online resources are, and will increasingly be, the primary source of health care information for the community, and the main promotion outlet for the Health Care System. This episode introduces the CEO of Bright Road to discuss her concerns about the relevancy of their online resources. It is your job to work with the Marketing Director of Bright Road to learn about their current online resources and utilization information. Next, you will review the Bright Road Health Care System’s website and Facebook page. Website evaluation elements include appearance, content, usability, functionality, and search engine optimization. Facebook evaluation elements include a cover photo, profile picture, page title, likes, people talking about this, about, and engagement. Using this information, you will then make recommendations to the CEO about how to improve online presence. In your recommendation, you will need to distinguish the differences between the two basic forms of advertising: product and institutional. You will highlight issues that impact health services strategic marketing, utilizing research from scholarly peer-reviewed journals. You will offer recommendations for integrating improvements (based on scholarly research) for integrating/improving web marketing into the integrated marketing communications plan for Bright Road.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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This discussion is associated with the Navigate 2 Scenario - Episode 1: Staying Relevant

Many of Bright Road Health Care System’s facilities are located in areas that are currently serving many Gen Y patients and will be serving increasing numbers of Gen Z patients within the next 5 years. This means the Health Care System’s online resources are, and will increasingly be, the primary source of health care information for the community, and the main promotion outlet for the Health Care System.

This episode introduces the CEO of Bright Road to discuss her concerns about the relevancy of their online resources. It is your job to work with the Marketing Director of Bright Road to learn about their current online resources and utilization information. Next, you will review the Bright Road Health Care System’s website and Facebook page. Website evaluation elements include appearance, content, usability, functionality, and search engine optimization. Facebook evaluation elements include a cover photo, profile picture, page title, likes, people talking about this, about, and engagement. Using this information, you will then make recommendations to the CEO about how to improve online presence.

In your recommendation, you will need to distinguish the differences between the two basic forms of advertising: product and institutional. You will highlight issues that impact health services strategic marketing, utilizing research from scholarly peer-reviewed journals. You will offer recommendations for integrating improvements (based on scholarly research) for integrating/improving web marketing into the integrated marketing communications plan for Bright Road.

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