The challenges in developing this health care marketing business plan was researching secondary data sources that would properly represent the industry overview. By narrowing the service area, the search for secondary data sources such as, social changes, and economic reimbursement was much easier. Defining the mix of advertising vehicles and determining the advertising budget for the promotional strategy was challenging. Historically Palm Beach Gardens Medical Center’s advertising campaign uses a variety of media including community publications, billboards, newspaper, magazines, direct marketing and most recently radio ads therefore, adding the diabetes clinic to the established media plan seems logical. Hypothetically the hospital will
