Assignment
Mass general hospital podcasts charged
Find 3 sources about mass general hospital podcasts charged
1) One news article from a credible source (e.g. Wall Street Journal
2) One website (e.g. competitor website, industry trends blog, etc.)
3) One Google Trends analysis.
Once you have identified a sufficient set of resources, create an annotated bibliography in which you cite each resource (APA style) and - in 3 to 4 sentences - summarize its content and explain how it is relevant to the client and/or its business environment (1 sentence).
A background about the client
The project is about Mass General's podcast called Charged. Charged is a podcast devoted to uncovering the stories of the relentless daily pursuit at Mass General to break boundaries and provide exceptional care.
The primary purpose of Mass Generalhaving this podcast is to grow their reputation as a thought leader, showcasing their excellence in care, research, and education as well asbuilding loyalty internally and externally. The secondary purpose of having Charged is to showcase their community mission as a core pillar, demonstrating their brand work, and showing ingenuity and humanity with real people.
Target audience of Charged skews towards females but includes males as well. Mainly, there are three groups:1) young people (18-30 age group), 2) mid-career in science/medical field (35-55 age group, Female), and 3) people who are just curious.
Mass General completed an ad campaign in February-May time period with NPR podcast ads, digital display ads, and social media ads (in Facebook and LinkedIn).
Mass General's podcast is currently in Apple and Google Appstores.
With this project,Mass General would like to know:
(1) what variables contribute most to the success of a podcast in general (what makes a podcast trende.g., subject matter, length, reputation of host organization, personality of guest, skills of host, etc.)?
(2) who listens to podcasts and why do they listen to them (what is the primary motivation)?
(3) how do people learn about podcasts (source information about podcast of their interest)?
(4) what is the profile of people who are interested in health-related content, medical research, women's issues, etc. (demographics and psychographics, their main media consumption)?
(5) what does the current competitive landscape look like?
(6) what is the ideal length of a podcast episode?
With this research project,
1. Students will explore the current competitive landscape of health care/medical podcasts as part of a systematic SWOT analysis for Mass General (e.g., positioning analysis)
2. Students will conduct in-depth interviews with podcastlisteners to understand preferences, motivations, and drive to listen podcasts (why they listen what they listen)
3. Students will conduct a survey study and statistical analysis to understand both the general attitude towards podcasts.
4. Students will studyMass General's current (digital) marketing practices for Charged and suggest ways to improve these practices after examining #1- #3.
5. Based on #4, students will explore effective online and offline marketing communication techniques to potentially reach a wider audience and find better ways to make existing listener base more satisfied and content with the Mass General'sCharged content.
6. As a final outcome, students will deliver a comprehensive report to Mass General that includes both a long-term and short-term effective marketing approach.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.