Overview

You have just taken on a new role as a marketing manager for a new hospital in Ajo, Arizona-Ajo Medical Center (AMC). There is one other hospital in the area, but it is 40 miles from the center of town, making it difficult for many residents to get to. The new AMC will be much more accessible for residents who live closer to town.

Preparation

As you prepare to take on this role, watch the following case study video clips on branding and marketing. You will use the content of the videos to consider how the practices of Moving Brands might be applied to the marketing strategy of Ajo Medical Center.

• Chapter 1: Brand Vs. Branding.
• Chapter 3: What's the Difference Between Branding and Marketing?

The CEO of AMC has asked you to create a proposal in which you provide a competitive marketing entry strategy and a communication strategy and suggest marketing research tools for the new hospital.

Instructions

Create a 5-7 page proposal (including a Sources page) in which you:

1. Develop a SWOT analysis to determine the best approach for market entry.
   • The following resources may be helpful:
     • 7 Strategies for A Successful New Market Entry.
     • How Do You Prepare to Enter a New Market?
2. Formulate a proposed marketing entry strategy for how your hospital will enter the local market and attract patients in ways that differentiate it from the other area hospitals.
   • The following resources may be helpful:
     • Marketing to Healthcare: Applying the 4 C's.
     • Formulating Productive Marketing Communications Strategy: A Major Health System's Experience.
3. Develop a proposed communication strategy for the new hospital using the 4 C's for marketing communication.
   • The following resource may be helpful:
     • 20 Market Research Tools (With Importance and Types).
4. Create a list of suggested marketing research tools that AMC could use to identify the target market and to learn about patient wants and needs. Make sure the tools are a good fit for AMC. Examples include Google Analytics, SurveyMonkey, Spyfu, and Claritas MyBestSegments.
5. Use 4-5 credible, relevant, and appropriate sources to support your writing. Cite each source at least once within your assignment. For help with research, writing, and citation, access the library or review library guides.

Keep in mind that this proposal is for the CEO, so the proposal should also:

• Contain accurate and clearly written information.
• Be professional in appearance.
• Use headings.
• Incorporate colors, graphs, and charts as appropriate.
• Include a Sources page at the end of the proposal, cited using the Strayer Writing Standards format.

This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.

The specific course learning outcome associated with this assignment:

• Propose competitive marketing entry strategies, communication strategies, and marketing research tools for health care organizations.