Question

What is market data exhibits, value analysis exhibits,and marketing mix exhibits of east chestnut regional healthcare system and how to control by performance evaluation of the plan.

Answer 1

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Market Data, Value Analysis, & Marketing Mix Exhibits

The East Chestnut Regional Health system is undergoing constant change in the effort to consistently keep up with the every changing competition within the healthcare field. Using various exhibits like the marketing mix exhibits, value analysis, and market data exhibits East Chestnut Regional Health attempts to communicate with the public how the system is attempting to best serve the community through strategic changes and implementations and what the system can do for the community. The organization is also attempting to do what it can to prepare internal staff for future changes so that the organization is prepared as the changes are implemented. Transparency and communication are key factors in any healthcare organization’s dealings with the public and the East Chestnut Regional Health system is attempting to use marketing mix exhibits to provide information on services and products as well as cost and where the community can go to receive specialized services. Companies with a strong brand image are more easily able to introduce new products to the market as customers trust in the quality of existing products and therefore have faith the new products will be of similar quality, such strength is known as umbrella branding and is highly useful and would be of advantage to the East Chestnut Regional Health system. Value analysis is tricky no matter the field of the company but it is important, and East Chestnut Regional Health is attempting this by creating a strong brand through an excellent exhibit for the public and explaining how closures and grand openings of specific facilities and services will allow the system to better service the community and allow the community to get needed services from the best organization there is to provide the service to them. Market data exhibits allow for the system to get a better idea of it's standing within the healthcare field through a detailed accounting. The ideal scenario is for the company to be able to share this knowledge with the community in the attempt to build trust and relationships and to promote the system and its accomplishments. Using these exhibits to show the community and public at large how the system has developed and advertising achievements of the system will allow east chestnut regional healthcare to keep a competitive edge in the market as well as keeping the public up-to-date on the various services and products offered within the systems facilities.

Organizing the Exhibits

There are several steps involved in organizing marketing data exhibits, these steps are creating a label, creating a tile, and overview of the data. “Exhibit marketing is a rich and versatile promotional practice that spawns new applications and has the power to adapt to changing situations. For example, a relatively new exhibit marketing form has “popped up.” Called a “pop‐up store” it refers to a temporary retail establishment that might last a month or two and often used for seasonal products and services” (Pitta, Weisgal, & Lynagh, 2006, para.). The marketing data exhibits will allow customers to have a visual of what the health system can do for them.

Label/Title/Overview

Firstly each of the exhibits for the health system need to have a label. This will help organize the exhibits as well as provide an understanding for the information contained within the exhibit. Secondly a title needs to be created. The title should be something interesting designed to pull the customer in and pique their interest in the product or service the exhibit is showcasing. Thirdly an overview must be provided that provides customers with a short summary of the exhibit and the information contained within it.

Body/Notes/Source

The next step in the process of organizing the exhibits is the creation of the body, notes, and source for the data being marketed. There always needs to be a body as the contents of the exhibit are contained within the body. The body will provide specifics on the marketing plan and allow customers to garner a much deeper understanding of what is being offered. The body is the core and thus extremely important. The next step is the notes. The notes provide extra little tidbits that allow the customer to grain a better understanding or deeper in some cases. Lastly the sources will detail the source of the information. This allows for customers to know where the information is coming from and to make connections that allow them to authenticate the information within the exhibit.

References

Buelow, J. R., Zuckweiler, K. M., & Rosacker, K. M. (2010, Jan-Mar). Evaluation Methods for Hospital Projects. Hospital Topics, 88(1), 10-7. doi:10.1080/00185860903534182

Gladson Nwokah, N. (2009). Customer-focus, competitor-focus and marketing performance. Measuring Business Excellence, 13(3), 20-28. doi:10.1108/13683040910984293

Kerin, R., & Hartley, S. (2017). Marketing (13th ed.). New York, New York: McGraw-Hill.

Kash, B. A., Spaulding, A., Johnson, C. E., & Gamm, L. (2014, Jan-Feb). Success Factors for Strategic Change Initiatives: A Qualitative Study of Healthcare Administrators' Perspectives.. Journal of Healthcare Management, 59(1), 65-81.

Pitta, D. A., Weisgal, M., & Lynagh, P. (2006). Integrating exhibit marketing into integrated marketing communications. Journal of Consumer Marketing, 23(3), 156-166. doi:10.1108/07363760610663312

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