Question

In: Operations Management

Healthy Harbor, a start-up clinic, planned to take an innovative approach to healthcare by changing many...

Healthy Harbor, a start-up clinic, planned to take an innovative approach to healthcare by changing many aspects of care delivery that consumers disliked. For example, the clinic would be completely paperless and eliminate the need for most forms. It would offer same day appointments and guarantee a certain turnaround time for patient visits. It would offer personalized care with around-the-clock access to clinical staff.

To introduce this innovative concept, Healthy Harbor staff worked with a marketing agency to develop an aggressive promotional plan. This plan involved a multi-pronged approach that targeted community residents and area employees. The campaign used a combination of public relations activities, advertising in print and electronic media, sales promotion through participation in sponsorships and health fairs, and personal sales calls to area businesses.

After reviewing the case, address the following points:

  1. What aspects of the marketing campaign would an evaluator assess to determine its efficiency?
  2. What aspects of the marketing campaign would an evaluator assess to determine its impact?

Solutions

Expert Solution

a) In this case, by adopting this method of going paperless will help in working with efficiency. This step will eliminate many documentation and forms. By this, one can have access to readily prepared information, which will avoid wastage of time. Also, the data will be kept safe and in a systematic manner online. Providing turnaround time for patients visits will leave a slot for patients to make it easier to bring efficiency into consideration.

b) The aspects that bring impact from these markets campaign will help reach out to more and genuine patients who need such personal care services. It will allow them to enter the medical field with quality and any time available services to their patients. Such a marketing campaign will highlight the USP of the clinic and will focus on more to attract the patients. It will create a famous brand name for them. Public relations will help in having feedback and a direct connection that will help in the improvisation of the services. Going paperless will not create a headache to avail the services as the way will be easy and straightforward.


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