The con and pros from the perspective of the Crestview Hospital of the placement of its new billboard directly adjacent the Briarwood Medical Center.
There are several pros and cons that came as a result of placing the billboard adjacent to the Briarwood Medical Center.
Pros
The most important thing is that it was going to increase the exposure that Crestview is having as compared to Briarwood medical center. It is quite clear that those billboards will probably foreshadow the existence of Briarwood by making Crestview more accessible to the members of the public.
The other con is that it is likely to make the clients feel that it is the best hospital as compared to Briarwood. In the long run, it would attract many clients to seek for services from the hospital.
Just as it has been illustrated in the case of how advertisement assisted Briarwood hospital, it is quite clear that Crestview would receive the same kind of response since it will be now known to many other people who might not have known about its existence.
Finally, that location of the posting would give them a good competitive advantage over Briarwood. It will be so because intensive marketing and advertisement strategies usually increase the rate of competitive advantage that a firm enjoys because they will be in a position to pass the information to the members about the services that they offer.
Cons
There are also some cons that can be attributed to the placing of the posting in the places where they were placed. One of them being the possibility of not being able to persuade the loyal customers of Briarwood to visit their facility. Such actions might make them lose a lot of money putting the billboards in that place yet they are not productive.
The other possible con on the firm is that there might be loyal customers of the Briarwood hospital who might not be persuaded by the billboards to change their stand and seek for the services in Crestview health care facility.
The reaction of customers and the other community stakeholders to the billboard postings.
The customers and other community members are likely to respond in different ways to the location of the billboards. Since human beings
are different, and each have different views on issues, there are other people who might love the location of the billboards and, as a result, get persuaded to visit the hospital.
These categories of customers are those that are usually swayed easily by different advertisements. They believe that that company that has the best services will always advertise them to the members of the public to purchase. What this imply is that there are some people who will totally love the services that are being offered just as a result of the persuasion that they would get from the advertisements on the billboards.
There are some customers who might see that kind of advertisement with the negative mind and even criticize the location where they are placed. Such kinds of customers will not be swayed in any way by the actions of Crestview health facility.
They might just read the adverts but continue to visit the hospital that is always known to them. These customers can even shun the services that are offered at the Crestview hospital and argue that its actions are just intended to increase the profit base that they have.
The community might even rise against Crestview hospital and boycott their services something that if not looked into keenly is likely to interfere with the profits of the company. As a sign of solidarity, they might resort to seeking the services of Briarwood health care provider.
The use of competitive marketing entry strategies to suggest the possible action that Briarwood Hospital should undertake to counter the messages found in the new Crestview Hospital Billboard postings.
There are several actions that Briarwood can take to counter the messages that are portrayed by the Crestview Billboard posting. Some of the strategies that it can use are the provision of health services to the community for free in one of the days. They can do this by organizing and advertising one day when the community members can come and get access to different health care services for free. That will act as a way of attracting more customers (Wood & Masterman, 2006).
The other way is by taking advantage of other available channels and conducting extensive advertisement using the road shows to advertise the services that they are offering. They can also do extensive online and television advertisement. Finally, they can resort to lowering their prices or even provision of more extensive services to the community at affordable rates.
Recommendation of the marketing communication strategy that both Crestview and Briarwood Hospitals should employ.
There are different marketing communication strategies that can be taken advantage of by both the Crestview and Briarwood Hospitals (Jones & Burlett, n.d). The most common one that they can take advantage of is the use of the internet to communicate since a majority of people depend on the use of the internet to get up to date information about the products and services that are being offered by different companies. These products include the healthcare services that they would like to seek.
The Governing Board of both hospitals should resort to a proactive role in promoting and implementing
Taking of proactive roles usually make it easier for the companies to take advantage of the new platform before the competing firm gets the chance to do so. It also makes it easier for them to attract new clients who use the channel before the other competitor does. Finally, the proactive role makes it easier for the firm to be creative in the incorporation of the media that they are using in advertising their services.
The value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies.
The value of the marketing research tool is that it can assist in the determination of the likes and preferences of different consumers (Jones & Burlett, n.d). The market research tool can provide the needed information on the consistency of the different people in using the different communication strategy that the healthcare facilities are intending to use.
They can also provide proper feedback on the communication channel to the clients who will be the target of the communication tools. The other thing about the marketing research tool is the cost of the research tool to the firm and the nature of the coverage that it would bring about to different people who are the targeted audience.
Finally, the marketing research tool will be of much importance if it is cost effective in a manner that it cannot make the companies get incur a lot of expenses for them to be attained. They must also be flexible and able to be modified to suit the changes in the marketing tendencies.
Reference
Wood E & Masterman G(2006) the Innovative Marketing Communications: Strategies for the Events IndustryRoutledge
Jones & Burlett (n.d) Missed o