Marketing and Advertising

1. Recently, the physician marketing task force at State University Medical Center developed a physician referral directory and advertisement. The target was primary care physicians in the region who could refer patients to State Univ for tertiary care. A cardiologist who was an undergraduate English major chaired the committee and drafted the materials. Three months after distribution of the advertisement and directory, responses were disappointing. Explain how this process could have improved to increase likely response.
2. At a local hospital, a decision was made recently to downsize the nursing staff. The local television station sent a reporter and camera crew to interview the administrator regarding the impact of this action on patient care. After spending 20 minutes filming the interview, the reporter left. That evening a 15-second segment of the interview was shown that left an unfavorable impression regarding the impact on quality. The administrator wondered what went wrong. Explain how more control could have been used to send out the message about the downsizing
3. List and discuss each of the major components of the communications model.

Sample Solution