Dealing with Competitive Threat
Outdoor advertising placement at a prized location is very effective way of reaching to the potential customers. Outdoor advertising signs like billboards are often the first thing a potential customer sees that is why most of the marketers put a great emphasis on the outdoor advertising. Healthcare organizations can gain a great customer attention if they are able to place their billboards on a strategic location (Pride &Ferrell 2014). This case study examines the pros and cons of placing a billboard and interprets the customer’s from the perspective of the Crestview Hospital. This paper also suggests the appropriate market entry strategy that Briarwood Hospital should adapt in order to counter the Crestview Hospital’s Billboard advertising stunt. The paper also recommends the marketing communication strategies that both the Crestview and Briarwood Hospitals should implement in order to achieve greater market success. In conclusion, the …show more content…
In order to successfully counter the new Crestview Hospital Billboards, the Briarwood Hospital should focus on physician referrals which can help it maintain and achieve greater patient traffic. In this regard, the Briarwood Hospital should maintain and grow their relationships with the physicians which would enable it to achieve greater referrals. Briarwood Hospital can also tap their insurance coverage mandates which would enable it to achieve regular patient visits. In this regard, the Briarwood Hospital should tap into their industry contacts and work to get listed on the panel of all the healthcare providers which would help it achieve greater patient traffic. Briarwood Hospital should also refocus its marketing communication strategy which needs to convey their message in a more clear
Outdoor advertising placement at a prized location is very effective way of reaching to the potential customers. Outdoor advertising signs like billboards are often the first thing a potential customer sees that is why most of the marketers put a great emphasis on the outdoor advertising. Healthcare organizations can gain a great customer attention if they are able to place their billboards on a strategic location (Pride &Ferrell 2014). This case study examines the pros and cons of placing a billboard and interprets the customer’s from the perspective of the Crestview Hospital. This paper also suggests the appropriate market entry strategy that Briarwood Hospital should adapt in order to counter the Crestview Hospital’s Billboard advertising stunt. The paper also recommends the marketing communication strategies that both the Crestview and Briarwood Hospitals should implement in order to achieve greater market success. In conclusion, the …show more content…
In order to successfully counter the new Crestview Hospital Billboards, the Briarwood Hospital should focus on physician referrals which can help it maintain and achieve greater patient traffic. In this regard, the Briarwood Hospital should maintain and grow their relationships with the physicians which would enable it to achieve greater referrals. Briarwood Hospital can also tap their insurance coverage mandates which would enable it to achieve regular patient visits. In this regard, the Briarwood Hospital should tap into their industry contacts and work to get listed on the panel of all the healthcare providers which would help it achieve greater patient traffic. Briarwood Hospital should also refocus its marketing communication strategy which needs to convey their message in a more clear