Review Case Study 8.1 in your textbook on pp. 240–241, and answer the questions that are provided below. In essay format, provide a complete and detailed response to each question. You are required to use at least your textbook as source material for your essay. Each of the responses should be compiled into a document that consists of at least two pages. Your essay should address the following questions: What factors raised concerns among the hospital’s managers about the demand and utilization of the facility as a general community hospital, and how did the market analysis validate those concerns? How are the factors that raised concerns in the hospital different from those in other industries? What steps were taken to determine the most appropriate focus for the hospital’s services? How would one describe the strategic planning process the managers chose, and to what types of services did it direct them? How could branding be used to educate patients in the niche strategy that the managers decided upon?
PART 2. Need to be 1 paragraph
Healthcare marketing directors feel that integrated marketing is very important for the successful promotion of products and services. What exactly is integrated marketing, and, as a marketing director for a hospital, how would you ensure that your marketing program is truly integrated?