The concept of healthcare marketing is the most common one in the two cases of ‘Unanticipated Consequences’ and ‘Missed Opportunities.’ The cases represent the marketing stories of two pairs of rival healthcare facilities that engage in marketing decisions to control their respective local markets. The idea of marketing decisions is apparent in both cases. Marketing decision in this context refers to the process that an organization goes through to select a marketing tool from a list of possible tools. Various factors determine marketing decisions in all organizations ( Tripathi, 2018) , and some of these factors have been depicted in the two cases.
The case of ‘Missed Opportunities’ tells the story of Briarwood Medical Center, who gets an opportunity to invest in a billboard panel, but several factors come in the way of the decision. Nevertheless, the same company rushes to incorporate another marketing tool, following the knowledge that their arch-rival, Crestview hospital, secured the panels. This is a clear indication that specific factors must come ahead of a marketing decision. Indeed, costs and competitor marketing moves are important factors that organizations think of before making marketing decisions ( Kemp et al., 2017 ). On the other hand, it is the case of ‘Unanticipated Consequences’ where White Rose Medical Center makes a decision to invest in cinema marketing but promptly decides to pull that same tool only two days later. For the latter case, the decision to withdraw from the marketing investment is inspired by negative customer response. It is clear as portrayed by (Sheaff, 2002) that customer impressions also determine organizations’ marketing decisions.
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In summary, organizations do not just make marketing decisions. They consider a variety of factors. These factors are such which evaluate the impression of the marketing tool and the results expected of the tool in terms of selling the organization’s brand. As can be seen from the two cases, these factors include but not limited to stakeholders’ opinions such as that of customers and the community, marketing tool by a rival company, and cost of marketing.
References
Kemp, E., Bui, M., Krishen, A., Homer, P. M., & LaTour, M. S. (2017). Understanding the power of hope and empathy in healthcare marketing. Journal of Consumer Marketing , 34 (2), 85-95.
Sheaff, R. (2002). Responsive healthcare: marketing for a public service . Buckingham: Open University Press.
Tripathi, D. (2018). Practices in Marketing of Healthcare Services. Journal of Retail Marketing & Distribution Management , 2 (1), 7-16.
