Akron Hospital Marketing Research

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

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

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  • Location: Northeast Ohio ( a midsized city) Brand Image: Increased urgency to advance Akron Children’s Hospital to marketing efforts
  • The fierce competition by all hospitals to gain families w/children market share.
  • 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
  • Class discussion
  • 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.

Transcript

  • 1. Elizabeth Kulin Alem Beyene Elsa Papaz Tatiana Skylamina Matthias Kerkoff
  • 2. Background
    • Akron Children’s Hospital Location
      • Northeast Ohio - midsized city
    • brand image - Children's hospital
      • all about the Children
    • Target Market –Families with underage children
  • 3. Market Issue
    • Strong local Competition from other hospitals
  • 4. Goal
    • To increase patient cases by 10% in the coming year.
    +10% Yr 1 Yr 2
  • 5. Objective
    • To build differentiation from competition through a unique positioning that can enable Akron to be viewed as the preferred hospital in the region to the target market.
    • Positioning  Differentiate  Competitive Advantage
  • 6. Problems
  • 7.  
  • 8. Marketing Research Methods
  • 9. Marketing Research Methods
  • 10. Which one should they pick?
  • 11. Recommendation