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Inimoni Children's Hospital Case Study

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Akron Children’s Hospital, Part A
>Abstract
Northeastern Ohio is a highly competitive health-care market, especially for the care of seriously ill children. With powerhouse health care institutions like the Cleveland Clinic venturing into the children’s care segment, Akron Children’s needed a way to differentiate itself. The research profiled in this case helped develop the positioning of Akron Children’s hospital and its promotional approach that resulted in an increase in its bed-occupancy rate, a key metric in the health care industry.

>The Scenario …show more content…
“2005’s 10 Best Children’s Hospital,” Child, accessed September 22, 2006 (http://www.child.com/child/ story.jhtml?storyid=/templatedata/child/story/data/1130522345565.xml). “2005’s 10 Best Children’s Hospital: Specialty Honors,” Child, accessed September 22, 2006 (http:// w w w. c h i l d . c o m / c h i l d / s t o r y. j h t m l ? s t o r y i d = / t e m p l a t e d a t a / c h i l d / s t o r y / d a t a / 1130522345565.xml&categoryid=/templatedata/child/category/data/1131546614395.xml&page=13). “A Continuing Legacy of Caring for Children,” Child, accessed September 22, 2006 (http:// www.rainbowbabies.org/AboutRainbow/tabid/301/Default.aspx). “About Akron Children’s,” Akron Children’s hospital, accessed September 22, 2006 (http:// www.akronchildrens.org/cms/site/14908a4d74b348d5/index.html). Akron Children’s Hospital TV and radio spots provided by Marcus Thomas LLC via DVD. “Akron Children’s Hospital,” Wikipedia.com, accessed September 22, 2006 (http://en.wikipedia.org/ wiki/Akron_Children%27s_Hospital). “America’s Best Hospitals 2006 Methodology,” RTI International, accessed September 22, 2006. “Best Hospitals 2006: Honor Roll,” U.S. News & World Report, accessed September 22, 2006 (http:// www.usnews.com/usnews/health/best-hospitals/honorroll.htm). “Case Study: Akron Children’s Hospital: Renewing a Brand Promise,” …show more content…
Within the first quarter, Marcus Thomas reconvened to evaluate the preliminary advertising and refine the brand message. Research on competitors’ messages revealed that the Cleveland Clinic and Rainbow Babies & Children’s Hospital were emphasizing the high-tech nature of their medical practice as a means of defining their quality. Since Akron Children’s faced this competitive counterpunch, Marcus Thomas decided to test whether the care-centered brand message they recommended was truly effective in influencing parents’ hospital selection. To test message performance, Marcus Thomas conducted two more rounds of research: focus groups (phase two) followed by surveys (phase

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