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Case Study Outline

Nirali Makwana

HSA 3160

January 16, 2021

SWOT Analysis

Opportunities

a) Low competition in the locality of Polk Memorial Hospital (PMH).

b) The large population in their area, 500,000, people ensuring the hospital operates at full capacity.

c) An excellent reputation among the patients because of quality services.

d) Availability of highly trained and experienced physicians in the locality.

Threats

a) A steady increase in competition from other hospitals.

b) Drop in the reputation of the company because of overcrowding.

c) Complaints from patients that is most likely to affect the performance of the company.

Marketing Plan

Although Polk Memorial Hospital (PMH) is a famous hospital in its locality, there are some challenges that the facility is facing, and it is, therefore, necessary that a marketing plan is implemented to ensure that the hospital remains the most preferred among patients. To develop an efficient marketing plan, we will consider a large population found in the hospital's locality. Since the hospital targets a large population of over half a million people, the marketing plan will be digital. Also, mainstream media will be used to create awareness about the hospital's existence and the various services offered at the company.

When it comes to digital marketing, the best way will be to use social media that includes creating groups and pages on Facebook and Twitter, where the hospital will be able to post adverts on the services that it offers to the people and get to interact and receive feedback from patients. Feedback from these social media platforms will help the company measure the people's satisfaction and determine areas where the hospital needs to improve on. Consistent interaction between the people and the hospital is likely to improve the hospital's reputation, which has been declining.

Additionally, mainstream media, especially radio and television, can be useful in advertising the hospital and its services. The majority of the people in the area have radios and televisions. Therefore, putting an advert in these marketing channels is likely to create extensive awareness about the hospital and its services. This advertisement initiative will not improve the reputation of the hospital but will also be designed to fight off the growing competition. Considering the weakness that has been presented in the case study about the hospital, the new leadership at the hospital must put in efforts to ensure that the marketing plan is implemented successfully.