Review the article, 4 Healthcare Marketing Strategies to Create Better Patient Relationships. In what ways can creating better patient relationships provide a competitive advantage? Is creating better patient relationships a value-producing activity? Why or why not?
You have just taken on a new role as a marketing manager for a new hospital in Ajo, Arizona. There is one other hospital in town, but it 67.3 miles from the center of town making it difficult for many residents to get to. The new hospital, Ajo Medical Center (AMC), will be much more accessible to a number of people who live further in town.
As you prepare to take on this role, watch the following video clips on branding and marketing. You will use the content of the videos to consider how the practices of Moving Brands might be applied to the marketing strategy of Ajo Medical Center.
Watch the following video case study clips:
Chapter 1: Brand Vs. Branding
Chapter 3: What’s the Difference Between Branding and Marketing?
The CEO of AMC has asked you to create a 4–6 page proposal in which you provide a competitive marketing entry strategy, a communication strategy and suggest marketing research tools for the new hospital.
Your proposal should include the following items:
A market analysis (SWOT or otherwise) to determine the best approach for the market entry.
An overview of the marketing entry strategy you are proposing based on the information gathered in your analysis and conclude with how your hospital differentiate themselves from the existing hospital in town.
An overview of the communication strategy you are proposing, also based on information gathered your analysis.
A list of suggested marketing research tools and why those tools would be a good fit for use at AMC.
Keep in mind that this proposal is for the CEO, so the proposal should also:
A Matter of Life and Death sees the story of a British pilot who cheated death, and must go on trial in heaven to prove that his love for a woman on earth is more important than death. The film is split into two distinctive forms, reality and fantasy. Although the real world in the film is meant to be a representation of post-war Britain, it is far from it and creates its own fantastical image of a post-war Britain. One scene that highlights this is the scene where protagonist Peter (David Niven) meets the doctor. As the town prepares for a performance of a classic Shakespeare play, nothing seems to wrong with any of the people in Britain. Historically Britain was in ruins after the war, depression and rationing were still apparent after it was over. The mise-en-scene of this scene illuminates the positive reality in which the film is creating. Peter has survived a plane crash, yet is completely competent to play chess, engage in witty conversation and still manages to be a suave British gentleman. A review of the film by Chapman shows that audiences were also confused about the representation of a post-war Britain and its communities.
‘The critical and popular reaction to the film itself, however, was equivocal – a mixture of admiration for its technical virtuosity and confusion about its narrative.’ (A Matter of Life and Death and British Film Culture, 33-50) They use the world ‘equivocal’, meaning reactions can be taken in multiple ways, showing a significant confusion among audiences about the films representation of British communities. A Matter of Life and Death can be seen to be a propaganda film for post-war Britain. One key aspect of this message is through the visual representation of the fantasy and reality. Reality is portrayed in spectacular technicolour, which was still a huge technological spectacle in 1946. The use of colour makes characters look healthy and radiant, trees look fruitful and the grass couldn’t look greener. This paints a false image of Britain at this point in time, making it obvious that Powell and Pressburger were trying to make a film that hides the harsh reality of war and instead, employs its own realistic fantasy. However, the fantasy in the film is in black and whit