Assignment:
You are part of a strategic planning and marketing committee in large health care system. You have been asked to make a presentation to the board of trustees because they are considering their capital plan needs in conjunction with the organization's strategic plan at the system's upcoming retreat. A major item debate is the strong push by many within the organization for investment and organizational commitment in a proton beam therapy canter. You are the chief marketing of this size will obviously command significant downstream marketing dollars. Present your analysis and recommendations for your work group to insider. In so doing, carefully analyze the efficacy of proton bean therapy, the costs, the competitive advantage, and so forth. It is 2014. Your facility is located in Boise, Idaho.