Question

Using the case study “The Marketing Plan at Rivers and the Robot”. Refer to the case study in Chapter 16. You have the information you need to write a two-page executive summary to Mr. Habeeb, the executive director. Write the executive summary. As you write it, consider why value is added by including each part elaborated on in this chapter in the plan (i.e., situational analysis, market research, and market strategy that identifies target markets). Also explain why value is added by focusing on physicians, patients, and the public when developing the plan. Finally, evaluate Belinda’s and Rick’s marketing campaign. Do you think their efforts succeeded at educating the public about Rivers Medical’ acquisition of the robot? Submit your two-three page, APA format with in-text citations CASE STUDY: "The Marketing Plan at Rivers and the Robot": Marketing and public affairs director Belinda Sheldon and media specialist Rick Stallings were the entire office staff for marketing and public affairs at Rivers Medical. Rick was staying late in the office because Belinda had been called to attend an impromptu strategy meeting that afternoon by the hospital’s executive director. Rick knew that something was about to happen that would require him and Belinda to work quickly and expertly. He called his wife and told her to go ahead and have dinner without him. He’d be home later. Rivers Medical was a not-for-profit hospital with 237 licensed beds, more than 1,300 employees, and a physician medical staff of about 200. It served the local city and the rural surrounding towns in the rolling hills area of Tennessee. Its mission read: Rivers Hospital provides compassionate, quality healthcare services needed by the people of Tennessee in collaboration with other providers and community resources. Its vision read: Rivers is a comprehensive regional referral center committed to providing the finest in competent, courteous, and compassionate care. Its values read: These beliefs and values are the foundation of our mission and vision: Compassion—We care for others as if they are members of our own family. Dignity—We treat every person with respect. Excellence—We continually improve our services to ensure the highest quality of care. Education—We maintain a commitment to growth and learning. Accountability—We use resources wisely to ensure that services are consis- tently provided at appropriate cost. Collaboration—We work with others to improve the health status of the community. Belinda entered the boardroom and acknowledged each person as he or she entered. The Rivers strategic planning team was for the most part a collegial group that worked well together and liked working together. It was a good thing to work in an environment that encouraged input and lively discussion from all areas of the hospital, both clinical and administrative. Belinda and Rick attributed this positive culture to the executive directorPatrick Habeeb, who led the hospital with patients, physicians, the public, and payers in mind. He was known for asking purposeful questions—questions that made others think about the mission, vision, and values of Rivers. He was kind and polite, and even though he was busy, he made others feel as though he had all the time in the world for them. Belinda nodded to the nursing director, who was followed by the medical director and whom Belinda called the C-suite—the chief financial officer (CFO), chief information officer (CIO), chief operations officer (COO), and Mr. Habeeb. Two OB/GYN surgeons accom- panied Mr. Habeeb. Belinda expected the meeting to be short, as was customary when Mr. Habeeb was in charge. He was simple, direct, and encouraged the rest of the strategy team to offer suggestions and formulate the plan. The nearest hospital to Rivers, Memorial Hospital, was a 25-minute drive away. It had acquired the da Vinci robot three years earlier, primarily for OB/GYN surgery (see www. davincisurgery.com). At that time, Rivers had considered purchasing the robot. However, given that the Rivers physicians did not seem interested in the robot and given the popula- tion of the city and the surrounding towns, the Rivers strategy team had determined that there would not be enough surgeon/patient demand to utilize the robotic services profitably. The CFO had reported that the cost of the robot would have been $1.5 million, with another $140,000 budgeted for the annual service contract. Rivers also had anticipated spending about $1,500 per year for replacement parts. Training would have involved the surgeons, the operating room nurses and staff, robotics program managers, and hospital administrators. The CFO had determined that the robot would need to perform about eight surgeries per week to be profitable. Belinda had reported that marketing research (an out- sourced phone survey of city residents) had indicated positive interest in the da Vinci robot and its potential for less invasive surgery. Marketing efforts would have been directed at television, radio, billboards, websites, and community events. Success would have been measured by the number of calls directed to Rivers’ call center (to track interest in robotic surgery), physicians’ responses, and the actual number of surgeries performed (with a goal of more than eight per week). A marketing budget of $40,000 to promote the da Vinci robot had been proposed. The end decision was that the team could not recommend the purchase at that time, particularly in light of Memorial’s decision to purchase it. However, within the last six months, the physicians who primarily had used the da Vinci robot left Memorial to practice on the West Coast. Hence, the da Vinci robot was not being used productively because the other surgeons at Memorial were not interested in learning how to use it; they were satisfied with laparoscopic surgery because it was mini- mally invasive as well. As a result, Memorial stopped leasing the surgical robot. Mr. Habeeb stated that three OB/GYN surgeons and two urologists at Rivers had let it be known that they would like Rivers to purchase a da Vinci robot. The two surgeons in attendance at the meeting spoke of the robot’s benefits and how they now supported and encouraged Rivers to purchase it. The da Vinci robot allowed for minimally invasive surgery, causing less pain for the patient and less scarring than conventional surgery caused. Theboard of directors at Rivers had decided to take advantage of this opportunity and had approved the purchase. The CFO reported that the costs had increased slightly since their first assessment three years prior. The purchase price was $1.7 million, with a service con- tract of $150,000 per year. Rivers also could anticipate spending about $1,500 per year for replacement parts. Moreover, the CFO reported that the robot would still need to perform about eight surgeries per week to be profitable. The meeting had been called that afternoon to get everyone started; they needed to start doing what they needed to do to prepare for the robot’s arrival, which was scheduled for delivery within the next month. Mr. Habeeb adjourned the meeting, and Belinda rose to leave; she and Rick had much to do to implement their original marketing plan. But Mr. Habeeb asked her to remain behind. After the room emptied, he informed her that he knew her budget had been com- mitted to other hospital marketing efforts and Rivers just didn’t have the money to support her originally proposed $40,000 plan. “We do not want to take away from your other proj- ects. I’ll need you to work within a $2,200 budget, Belinda. I know we usually commit more resources, but we just cannot at this time.” Belinda joined Rick in the office and told him what Mr. Habeeb had said. “We have to write a whole new plan. Want to order a pizza? We have some brainstorming to do.” Rick replied, “Pizza is already on its way. I had a feeling we would have some work to do.”

Answer 1

The set up for the promoting and candidacy of the town and its population in understanding and preferring the surgery robots has been placing forth in response to the meeting that was command by your team with America. And as an area I might wish to look identical from 3 aspects namely;

a. Physicians

b. Patients and

c. Public

Now let’s have a close investigation identical from totally different aspects as stipulated on top of.

a. Physicians:

In adopting the Davinci robots for the surgery, the physicians would be equally benefitted because the patients because it would facilitate the physicians increase the standard of the service truly provided by them. it'd conjointly do justification to the hospitals claims that they need perpetually maintained excellence by frequently rising their services to confirm higher quality services and conjointly education whereby they shoot for to grow and learn new things.

Now here it'd facilitate the physicians reach those areas wherever they otherwise cannot reach with the traditional tools and also the laparoscopic surgery. Not simply that, the robots conjointly facilitate them have associate degree increased mental image by seeing that otherwise can't be seen by the eye. And it helps with the improved facility, multiplied vary of motion, and bigger surgical exactitude.

The robots conjointly facilitate them to spare the healthy tissue that has not been stricken by cancer nevertheless. and everyone this helps America perceive and fix that this instrumentality would bring a full new improvement and success once returning to the physician's services.

b. Patients:

Let’s currently take a glance at the physician’s purpose of read. Patients area unit the one whom everybody, say public, physicians or the management of the hospital anticipate as a result of this can be the result bearer of the service quality. thus once adopting any instrumentality the main study ought to be done from the worth sweetening for the patient and the way it's truly reaching to create a full distinction for them.

Hence, for the patients, the Davinci robots would be the whole blessing as this can be an answer for all those pre and post-surgery traumas that a lot of patients bear. There area unit even complications that lead to unsuccessful surgery because the patient’s anxiety and trauma levels will increase the vital sign resulting in additional complications.

For the patients, there'll be a reduced pain within the surgery and conjointly a risk of different infections and complications during/post-surgery are reduced. because the transfusions rates area unit fewer the blood loss thanks to surgery is additionally less compared to the traditional surgery. and also the scarring from the surgery would be lowest which might facilitate the patient not going to any extent further surgery for correcting identical.

And the major attraction would be that the patients will leave the hospital with a shorter keep and come to their traditional activities like work/sexual/urinal etc. faster.

c. Public:

The final facet of this set up is from the general public purpose of reading. Here the general public would even be benefitted because there would be an additional flow of cash into the city's finance as many of us within the close cities would visit Rivers as the sole hospital that noninheritable the golem i.e. Memorial Hospital has conjointly stopped exploitation the instrumentality thanks to numerous reasons.

And this might eventually cause prosperity of the cities name and thereby attracting several business ventures to take a position and fund the town. this might once more provide folks|many of us|many folks} employments and improve the quality of living and value of living of the town and its people.

Thus, keeping all this in mind we {might|we'd} place forth that this might be an excellent chance {and the|and therefore the|and conjointly the} campaign ought to be such we tend to place identical within the center of the town with the billboards and conjointly through the physical media and print/media ads so on reaching the those that might need to avail the service from the opposite cities also. The hospital ought to conjointly prepare motorcar services for patients from different cities to develop and drop off the patient's United Nations agency would possibly notice it tough to succeed in the hospital.

There ought to even be free campaigns set to coach the general public relating to the execs of the surgery and conjointly go along with tiny clinics and physicians for identical.

With all this, I feel Belinda and Rick will do their best to coach the individuals or the general public relating to the advantages which will be derived from the utilization of robots for surgery.

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