Learnscapes for health care marketing

PROF. MACQUEEN ONLY

Health Care Marketing Learnscape 1: Staying Relevant

Health Care Marketing Learnscape 1 Final November 28, 2012 1

Staying Relevant Introduction:

Many of Bright Road Health Care Systems' facilities are located in areas that are currently serving Gen Y

patients, and will be serving increasing numbers of Gen X & Y patients within the next five years. This

means the Health Care Systems' online resources are, and will increasingly be, the primary source of

health care information for the community, and the main promotion outlet for the Heath Care System.

You are a marketing consultant and will meet with Bright Road’s CEO and Marketing Director to get

information about current online presence. You will also review Bright Road’s Facebook page and

website to make recommendations for improvement.

Characters:

1. Blake Hines, CEO of Bright Road Health Care System

2. Amit Patel, Marketing Director of Bright Road Health Care System

Locations:

1. CEO's Office

Production Notes

There are no wardrobe changes for this Learnscape

This Learnscape uses two locations and two actors

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Scene 1: Meeting with the CEO

In this scene, the student meets with Blake Hines, CEO in her office. The meeting is for Blake to share

her concerns about Bright Road Health Care System's online presence. She will explain why she thinks

their online presence needs to be improved. The student gathers preliminary information about Bright

Road’s needs and expectations.

Location CEO's office

Scene setup Blake is across the desk from the student.

On-screen characters Blake Hines

Off-screen characters N/A

On screen text: Blake Hines, the CEO of Bright Road Health Care System, wants to discuss a new project

with you.

BLAKE Thank you for meeting with me. I know you’re meeting with Amit, our

Marketing Director, after this, but I wanted to give you an overview first before

you dig in with him. I have an important marketing project that I’d like you to

work on. We are looking at ways to expand our online marketing presence to

reach a larger audience.

STUDENT OPTION 1 Can you give me an overview of what online marketing Bright Road Health Care

System is currently using?

STUDENT OPTION2 Who is your target audience?

STUDENT OPTION 3 What are your goals for this project?

Student must click all of the three options to continue.

BLAKE RESPONSE 1 Well, we currently have a website and a Facebook page but we don't feel these

are being utilized in the best way to market our facility and services to the

community. We also feel our website could use some updating.

BLAKE RESPONSE 2 Great question. We are targeting our community residents. Many of residents

are in the Generation X and Y categories and we have also noted many from

Generation Z, the individuals born from 1995 up to now. We also have to keep

in mind the overall increase in the Baby Boomers who are now getting a little

bit older and will need more medical care and that many residents from our

community may be called on to care for their aging parents.

BLAKE RESPONSE 3 We want to make sure that we have the best online presence available. We

realized that many people in our community use electronic means to get

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information and we want them to see the great services and care that are

offered at Bright Road Health Care System's facilities.

STUDENT OPTION 1

(CORRECT)

Have you received feedback from the users of your website and Facebook

page?

STUDENT OPTION2

(INCORRECT)

Okay. I can do that.

BLAKE RESPONSE 1 Well, that’s where they need your help. The Board of Directors has asked us to

gather information from our community and learn more about the needs of our

residents. We would like to learn more about what they want to see about

Bright Road Health Care System. We would like you and your team to research

this for us.

Response 1 allows student to move on.

BLAKE RESPONSE Well, I hope so. That’s why I called on you.

Response 2 kicks student back to options.

**STUDENT OPTION 1 Thank you for the overview. This gives me a great foundation to start work.

STUDENT OPTION2 This sounds like an exciting project! My meeting with Amit is in just a few

minutes. Thank you for your time.

Student can choose either option to continue.

BLAKE RESPONSE You’re welcome. I look forward to seeing what you two come up with.

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Scene 2: Meeting with the Director of Marketing

In this scene, the student meets with Amit in his office. Amit will be introduced to the student and

engage in the discussion providing more marketing details.

Location Director of Marketing’s Office

Scene setup The student is sitting across from Amit.

On-screen characters Amit Patel

Off-screen characters None

On screen text: Now you meet with Amit Patel, the Marketing Director for Bright Road Health Care

Systems. He will be your main point of contact for questions and gathering additional information for

your project.

AMIT Hi, it’s nice to meet you. I’m glad that you will be helping us improve our online

presence. Blake told me she was going to meet with you and give you the high

level details. How did that go?

**STUDENT OPTION 1 Yes, she did. I just met with her. Can you provide some more details for me?

STUDENT OPTION2 Yes, I just met with her. It's nice to meet you Amit. Can you tell me a little more

about why this project came about?

STUDENT OPTION 3 Yes, we met. I am looking forward to learning more about this project and

getting started. Do you have some time now to discuss the details with me?

Student can choose any of the 3 options to continue.

AMIT Sure. I am actually the one who initiated this project. When we looked at the

majority of our community residents, we realized that the demographics

indicate that they use online sources for obtaining information. And although

we have a Facebook page and a website, we are not convinced that we are

using these as efficiently as we could to market our health center and services.

What are some of your suggestions for getting started?

Student may select any of the three options.

STUDENT OPTION 1 Well, I would like to discuss the marketing objectives with you a little bit

further.

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STUDENT OPTION2 Are you considering other types of media for this project like print, radio, or

television?

STUDENT OPTION3 You said that you have a website and Facebook page. Have you considered

other forms of social media like blogging, Twitter, YouTube or even podcasts?

Student must select all of the options to continue.

AMIT'S RESPONSE 1 Sure, we have 4 primary objectives for this project. First, we want to increase

community awareness and promote our facility. Next, we would like to

generate leads for current programs that we offer. Another one of our

objectives is to promote special events that we sponsor. And finally, we would

like to enhance our overall image with the community.

AMIT'S RESPONSE 2 Great question. We have in place several marketing campaigns that use these

types of mediums, but for this project, we want to focus on adopting Web 2.0

and social media strategies.

AMIT'S RESPONSE 3 Those have come up in several brainstorming sessions we have had in our

department. However, we have not taken the steps to implement these

technologies. I am very interested in hearing your ideas on how we can use

these as a means to share information with our audience.

The following notes are added to the student's notebook.

Bright Road Health Care System's online presence strategic marketing objectives:

1. Increase hospital awareness

2. Generate leads for programs being offered

3. Promote sponsored special events

4. Improve the overall image of the health care center

Additional Notes:

Review the hospital's current website and Facebook page

Create ideas for implementing Twitter, YouTube, blogs, and podcasts

STUDENT Are there any types of marketing methods that you want to exclude from your

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program?

AMIT Considering television and print advertising costs, we feel that we can be much

more efficient in using online media to help promote our facility. Through

research, we have learned that unsolicited emails are not effective and in fact,

can have a negative impact on our image. We would like to create an opt-in

email list to connect with those who are interested in keeping up with our news

and events.

STUDENT OPTION 1 What form of strategic advertising does Bright Road Health Care Systems

currently use?

STUDENT OPTION2 Does Bright Road Health Care Systems use the product advertising approach?

STUDENT OPTION3 Does Bright Road plan to use other marketing mediums in conjunction with the

new online marketing strategy?

Student can select any one of the options to continue.

AMIT'S RESPONSE 1 As you know, institutional advertising is the most frequently used form of

advertising in health care. We primarily use this type of advertising here to

promote our overall image. We want to promote Bright Road as an excellent

facility for healthcare and a place where patients can put their trust.

AMIT'S RESPONSE 2 No.

AMIT'S RESPONSE 3 Not at this time.

**STUDENT OPTION 1 This has been very helpful. I have a lot of new information to get started on this

project. Is it okay to contact you if I have further questions?

STUDENT OPTION2 I already have some ideas that I would like to put together and share with you

regarding how we can reach out to your target audience.

STUDENT OPTION3 I appreciate your time and the information that you shared with me. I have

some ideas that I think will be very helpful to Bright Road.

Student may click any option to continue.

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AMIT RESPONSE We are looking forward to hearing your ideas. I will send you the links to our

website and Facebook page. Of course, you can contact me with questions. The

best way to contact me is through my email.

STUDENT RESPONSE Thanks. I will create a Strategic Advertising Proposal and send this to you for

approval.

AMIT RESPONSE Great. Once we receive your proposal with your plan, I will email you to

schedule another meeting to discuss how we will move forward.

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Scene 3: Online Presence

In this scene, the student will review specific areas of Bright Road’s Facebook page and website, in order

to make recommendations for improvement.

Location Student’s Office

Scene setup Student is facing the computer

On-screen characters None

Off-screen characters None

On-screen text: It looks like you received that email from Amit...

Note: Email notification appears on computer screen for student to click. The student can then read the

email.

EMAIL FROM AMIT:

Thank you again for meeting with me today. There is one item that we did not discuss and I think it is

important to note as you begin developing your marketing strategy. We have a fine line to balance with

the community and how they see us spending money. With rising health care costs, some consumers

may see too much advertising as a big expense for our facility and in turn think that this contributes to

these rising costs. We don't want to appear frivolous in any way. And also, as a reminder, we do not

want to send unsolicited emails or spam. We have to remember that many people want privacy when it

comes to their healthcare so we do not want to appear intrusive in any way. Just keep this in mind

during your planning process.

Here are the links to our website and Facebook page:

[link to website]

[link to Facebook Page]

Of course, if you have any questions, please contact me. I am looking forward to seeing your proposal

for this project.

Amit Patel

Marketing Director

On-screen text: Review the Facebook page and website. Remember to take notes about what you

discover; you’ll use those to recommend improvements to Amit.

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Note: When student clicks the link to the website or Facebook page, those appear.

[Asset 1: Website]

The website will be for Bright Road Health Services. The page should appear professional but not

exceptional. The student will need to determine improvements in design and organization.

We want this page to have a few flaws for the student to identify. The flaws should be in design and not

spelling/grammar. For the top banner, include an image of the outside of a hospital. For example, a

static webpage without any moving images. If you visit http://www.chandlerregional.org/index.htm you

will see an animated homepage – we don’t want this for our sample page. Put the search feature along

the right side and down a little bit. Create a list of links from the left menu that’s long and

uncategorized. A sample of links to list:

Patients

Visitors

Health Classes

Our Mission

Volunteers

Directions and Map

Admissions

Billing and Payments

Care Centers

Surgical Centers

Cardiac Centers

Outpatient Services

Online Pre-registration

Quality Assurance

Medical Records

Health Newsletter

On-screen text: Things to consider:

http://www.chandlerregional.org/index.htm
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 Is there an interesting, rotating banner image to keep interest?

 Does the page include links to Bright Road’s resources

 Is the content well organized, with important content in the upper left of the page?

 Is the page simple and easy to navigate?

[Asset 2 – Facebook Page]

When the student clicks the Facebook website, the Bright Road Facebook page appears. The second

asset needed is a Facebook page for Bright Road Health Services.

A list of options appears on screen to direct the student where to look:

Cover photo and Profile photo – The screen zooms to this area of the page. Make the cover

photo great, but the profile picture thumbnail isn’t cropped well, so it’s not legible.

On-screen text: Things to consider:

 Is the photo high quality?

 Does the photo tell a good story?

 Is the thumbnail visible and representative of Bright Road?

Status Updates – The screen pans to the updates section. This area should have some status updates

posted by the facility, but show one to two weeks between updates. We want the student to identify

the inactivity.

On-screen text: Things to consider:

 Are the updates relevant to current events?

 Do the updates drive traffic to other Bright Road sites?

 Are the updates frequent?

Recommendations – The screen pans to the section where recommendations should be – but there isn’t

a section for this.

On-screen text: Things to consider:

 Is there a recommendations section?

 Are the recommendations relevant?

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Scene 4: Making Your Recommendation

In this scene, the student will email Amit with suggestions for improvements to Bright Road’s Facebook

page and website.

Location Student’s Office

Scene setup Student is facing the computer

On-screen characters None

Off-screen characters None

On-screen text: Now that you’ve reviewed Bright Road’s Facebook page and website, email a short

proposal to Amit Patel (250-500 words). Your proposal should include the objectives for this project and

the target audience, including:

 A thorough review of the website and Facebook page

 Specific details on how the website and Facebook page could be improved

 New ideas and how they could be implemented for Bright Road

Note: An email window appears with Amit Patel in the TO: field. The subject is: Suggestions for Facebook

and Website Improvements.

The student types their recommendation, when done, click Send. When student clicks Send, the following

message appears.

Great work! Your recommendation has been sent to Amit.