Alan Louis Hospital Case

1. Summarize the research findings and the implications for the Administrators of Louis General Hospital including the identified strengths, weaknesses, opportunities and threats for the hospital.

The eight attributes that community members felt were most important in assessing hospital care are: 1) Surgical care, 2) Medical equipment, 3) Cardiac care, 4) Emergency services, 5) Range of medical services, 6) Friendly nurses, 7) Moderate costs, and 8) Location. From the public’s perception, Alan Louis was ranked poorly in all of the eight attributes. Sven Rapcorn, the hospital’s administrator believed that this is partly due to the fact that the community have not heard or been to Alan Louis Hospital for medical service before.

• Strengths:

o Support from former patients

o Excellent care

o Friendly nursing staff

o Convenience location

o Great research data

• Weaknesses:

o Relatively unknown to the community

o Slight bias result from research

o Absence of marketing plan

• Opportunities:

o Potential to be a great hospital

o Promote hospital’s strengths to public

o CSR campaign

• Threats:

o Competition from other hospitals

o Loss of key staffs

2. Set some quantifiable objectives for the next year for Louis General Hospital based on these findings.

A very well-known method for setting objectives is the SMART approach. Below are several quantifiable objectives for Louis General Hospital:

a. To be ranked in the top three of each of the 8 research attributes within three years.

b. To increase sales by 25% within two years

c. To increase market share by 20% within two years

3. Using your creativity recommend the communication strategies and messages to meet the objectives to clearly differentiate Louis General from the others.

Depending on the budget, I would launch ad campaigns in several different mediums: television, ads in local newspapers, health magazines, CSR campaign, and branding (new logo, vision, mission). In these ad campaigns I would include a communications program using the thoughts and perhaps