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Assignment II- Case Study Evaluation

Summary of the Case Study

The case study describes the research conducted by Akron Children's Hospital to

determine its brand position in the market. The hospital marketing team led by Aaron Powell

conducted the research, which included a competitive analysis and a survey of the hospital's

stakeholders. The research aimed to identify the hospital's unique value proposition, which

could then be leveraged in its marketing efforts.

Akron Children's Hospital wants to become the preferred hospital in the high-growth

areas of the region and boost patient cases by 10% in the coming year. The hospital's

marketing director, Aaron Powell, and Janet Jones from Marcus Thomas communications

and research agency are discussing the best positioning strategy to achieve the set goal. Mark

Norton, the hospital operations officer, believes that emphasizing the hospital's focus on

children is enough to attract patients. However, Powell and Jones argue that a comprehensive

approach covering all the aspects of healthcare decision-making is necessary to beat the

competition.

Jones proposes four plans: plan A involves conducting four focus groups at a cost of

$20,000, plan B involves conducting focus groups and a follow-on survey at a cost of
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$60,000, plan C involves conducting a survey and focus groups at a cost of $60,000, and plan

D involves no research.

Powell and Jones believe that plan B or C would be the best options, as they would

help identify the best positioning strategy based on consumer preferences.

The hospital used this information to develop a marketing campaign that emphasized

its unique value proposition and differentiated it from its competitors. As a result, Akron

Children's Hospital saw an increase in patient volume and brand awareness. This case

highlights the importance of conducting market research to understand a company's position

in the market and leverage its strengths to differentiate itself from its competitors.

Critical Thinking Questions & Answers

1. Akron Children’s Hospital Marketing Director Aaron Powell felt it was important to

conduct this study because _____________.

(State the relevant background information used to justify their work.)

Ans) Aaron Powell, Marketing Director at Akron Children's Hospital, felt that the

study was necessary to ensure that the hospital could effectively differentiate itself

from its competitors and communicate its unique value proposition to prospective

patients and their families. Powell recognized that the hospital faced stiff competition

from other healthcare providers and that developing an effective marketing strategy

required a thorough understanding of how the hospital was perceived in the

marketplace. Furthermore, he believed that the study's findings would help the

hospital better understand the needs and preferences of its target audience, guiding

decisions about branding, messaging, and overall marketing efforts.

2. The main purpose of the Akron Children’s Hospital study was __________.

(State as accurately as possible the reason for doing the study.)

Ans) The primary goal of the Akron Children's Hospital study was to identify and

comprehend the hospital's competitive position in the marketplace, as well as to

determine how the hospital could differentiate itself from its competitors in order to

better meet the needs of its patients and their families.

3. The key questions the Akron Children’s Hospital employees address in the case are

___________.

(Identify the key questions in the minds of the case protagonists.)

Ans) In this case, the key question addressed by the employees is the positioning

route they want to follow, the cost of the study, and the research strategy they would

like to employ. The research strategy includes whether they intended to do focus

groups, surveys, or both. Another important topic addressed by the employees in this

case study is whether the cost of the study is justifiable.

4. The methods used by Powell and his team to answer the marketing research problem

were_______________.

(Describe the general approach used and include details that assist in evaluating the

quality of the results.)

Ans) Their chosen strategy would determine Powell and his team's approach to

solving the marketing research problem. Only a focus group would be employed to

address the marketing research problem in Plan A. This focus group would be divided

into four (4) groups, each with ten (10) participants. They would ask participants in

these focus groups to talk about their hospital experiences. This will get people

talking about their hospital experiences to determine what they liked and disliked.

Participants in the focus groups must be the primary decision-makers for healthcare

decisions in their families. They must have a kid (new-borns to eighteen years old)

with an acute condition who has spent at least three (3) consecutive days in a hospital.

According to the team, most participants will be females between 25 and 54. Plan B

would involve the group having focus groups (with the previously mentioned criteria)

and a field survey to follow up on the issues identified in the focus groups. In this

survey, the team will question the group participants about which approach they

favour the most, which they prefer the next most, and so on.

A suggested list of strategies includes:

 Akron Children's Hospital has doctors who listen to you.

 We know how to meet your children's unique needs.

 We apply the most significant advancements in child treatment.

Plan C is to survey with follow-up focus groups. If the group progresses in this

way, they can establish the best positioning plan and then analyze it with the selected

focus group participants. Plan D, the fourth strategy, is to conduct no research.

5. The most important understanding about Akron Children’s Hospital as an

organization that led the firm to consider the research about its positioning

was_______________ .

(Identify the facts, observations, and/or data Powell and his team are using to

support their conclusions.)

Ans) The Akron Children's Hospital was facing increasing competition in the

market from other healthcare providers. To maintain its position and continue

providing quality care, the hospital needed to understand its position in the market and

how it could differentiate itself from its competitors. Powell and his team identified

that they lacked clear positioning and messaging, which was causing confusion

among patients and their families. They observed that patients were unable to

differentiate between Akron Children's Hospital and its competitors. As a result, they

decided to conduct research to understand their current position in the market and

identify areas for improvement.

6. The research design decision can be put into context by_______________.

(Place the research design decision into other readily understood contexts.)

Ans) The research design decision made by Powell and his team at Akron

Children’s Hospital can be put into context by understanding the importance of

market research in making strategic decisions for an organization. However, the

research design decision can also be understood in the context of healthcare

management and improving patient experience. By using a combination of qualitative

and quantitative research methods, the team was able to gain insights into the needs
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and preferences of patients and their families, which could inform the hospital's

service delivery, facilities management, and staffing decisions. In addition, the

research design decision can be understood in the context of organizational behaviour

and human resource management. By involving key stakeholders, such as patients,

families, and staff, in the research process, the team was able to build trust,

engagement, and buy-in, which can ultimately contribute to a more positive work

environment and better patient outcomes.

7. The main inferences/conclusions, in this case, are _____________.

(Identify the key conclusions implied by the case.)

Ans) The following main conclusions/inferences are derived from the case:

For businesses to make wise choices and remain competitive in a market that

is changing quickly, market research is essential.

A valuable insight into the requirements, interests, and behaviors of target

audiences can be gained by combining qualitative and quantitative research

methodologies.

While making management decisions for the healthcare system and improving

the patient experience, it is critical to comprehend the needs and preferences of

patients and their families.

Building trust, participation, and buy-in by involving important stakeholders early on

in the research process can improve productivity at the office and patient outcomes.
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Organizations that use strong positioning strategies can stand out from the

competition and draw in their target. Early involvement of key stakeholders can

enhance office efficiency and patient outcomes by fostering trust, participation, and

buy-in.

Businesses can differentiate themselves from the competition and attract their

target audiences by utilizing powerful positioning tactics.

8. What is the role of marketing research in determining the best positioning strategy

for Akron Children’s Hospital?

Ans) The most effective positioning approach for Akron Children's Hospital is

determined in large part by marketing research. The hospital can learn more about its

intended audience's demographics, needs, and preferences through research. With this

knowledge, a positioning strategy that appeals to the hospital's target market can then

be created.

The following are some methods by which marketing analysis can assist in

choosing the appropriate positioning plan for Akron Children's Hospital:

 Defining the target audience: Marketing research may assist the hospital in

identifying its target audience by providing details on their age, gender, level

of education, and other pertinent demographics. With the use of this data, a
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positioning strategy that speaks directly to the target market for the hospital

may be created.

 Doing market analysis: Marketing research can assist the hospital in

comprehending the whole market environment, including trends,

opportunities, and problems. By using this data, a positioning strategy that is

in line with the circumstances of the market can be created.

 Evaluating the competition: Marketing research can aid a hospital in

understanding its rivals and locating market gaps that it might exploit. With

this data, Akron Children's Hospital may create a distinctive positioning plan

that distinguishes it from its rivals.

 Marketing Research: Marketing research can assist the hospital in gathering

customer insights, such as their opinions, attitudes, and perceptions of the

facility. A particular strategy that addresses client issues and emphasizes the

hospital's strengths can be created using this information.

9. Define the management decision problem confronting Akron Children’s Hospital and

a corresponding marketing research problem and show the linkages between the two.

Ans) The management decision dilemma Akron Children's Hospital is dealing with

is figuring out the best marketing plan to boost patient volume and enhance the

hospital's brand reputation in the fiercely competitive healthcare sector. In particular,

the hospital must choose which target market to concentrate on, which services to

advertise, and how to set itself apart from other hospitals in the area.

Finding the choices, needs, and expectations of future patients and their

families is the corresponding marketing research problem. This entails being aware of

their medical requirements, preferred methods of communication, and the elements

that affect how they make healthcare provider decisions.

For the hospital to create a successful marketing plan, the links between the

management decision problem and the marketing research problem must be

understood. The hospital can gather information and insights to help decision-making

by doing marketing research, including determining the most pertinent target

population, preferred communication methods, and the main factors influencing

patient satisfaction. With this data, a marketing plan that is both in line with the

hospital's objectives and its target market's needs and preferences may

then be created.

Also, marketing research can assist the hospital in setting itself apart from

rivals and locating areas for expansion and improvement. For example, if the research

shows that there is a significant demand for a certain service, the hospital can invest

resources to enhance that service, hence improving patient satisfaction and growing

market share.

Ultimately, for Akron Children's Hospital to create an efficient marketing plan

that caters to the needs of its target audience and sets it apart from rivals in the
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healthcare sector, the connections between the management decision problem and the

marketing research problem are crucial.

10. Do you think that Norton should commission a survey in this case? If yes, which

survey method would you recommend and why?

Ans) Yes, Norton must commission a survey to examine consumer behaviors with

reference to the senior-level positioning plans.

Market research is the type of survey that Norton needs to look into, and

stratified population sampling must be used as the sample technique. This approach

was chosen because, before deciding on positioning tactics for the hospital, local

market data was essential. What kinds of positioning techniques are the most

effective, for example, are important questions that can be resolved with a survey.

What patient populations are the target groups? Should a strategy be pursued online or

offline? What results can be anticipated from positioning? These informational

components will guarantee that patients and customers are given specific inquiries

and that the population provides a limited number of responses.

A stratified sampling technique guarantees that the population that is being

surveyed is drawn from various layers or groups in society and that the reviews and

replies of the population are not biased in any particular direction.