Most callers who called White Rose Medical Center expressed their frustrations to the fact that they paid a lot of money and expected no commercial advertisements. As a moviegoer, I wouldn’t hold the White Rose Medical Center responsible for the theatre’s inability to reciprocate the value for my money. The medical centre is not responsible for running a commercial in the movie theatre, but they are just innocent clients of the entertainment organizers. Directing frustrations to them is completely absurd and misplaced. If I were among the moviegoers, I would not, therefore, hold my frustrations to the medical facility or any other company whose products get advertised in the theatre. That frustration ought to be directed to the organizers of the movies.
The move by Mathew to pull out from the cinema advertisement despite having been on for just two days was right. Regardless of whether or not Mathew agreed with the moviegoers, they are clients to the White Rose Medical Center and their opinions ought to be respected. Moreover, some of the threats they issues could be catastrophic to the medical centre. The fact that White Rose Medical Center has a fierce rival makes them vulnerable to the potential loss of customers. A slight disagreement by patients on their strategies and ideologies could possibly make them shift their loyalty to Century Medical Center. Explaining this strategy to them could also be time consuming and ineffective. Therefore, the best course of action was to pull out the advertisement.
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As said earlier, the protests could be troublesome to White Rose Medical Center. Mathew could have attempted research on the implication of cinema advertisements done by some companies before. If similar opinions were existing and moviegoers did not like all commercials for the reason that it compromised their entertainment, Mathew could perhaps try doing Corporate Social Responsibility. For example, Mathew and White Rose Medical Center could have partially or fully sponsored selected movies before running their advertisements. This way, they would have convinced the moviegoers on their positive intention on entertainment. Subsequently, the moviegoers would not rant over value for their money. Mathew can create a CSR motto of fixing White Rose Medical Center as the people’s entertainment partner.
If all factors were constant and the moviegoers accepted the advertising package from White Rose Medical Center. It still wouldn’t be an appropriate marketing strategy for the medical centre. This is because some of the featured in the cinema movies could conflict the brand of healthcare. Mathew’s contract with the cinema did not touch on the select movies that would favour their policies and brands. Therefore, they risk running their advert prior to a movie that does not support the idea of seeking medical attention. In such cases, the advert may pose negative effects to the medical facilities or fail to communicate the intended message effectively. It is, therefore, advisable for a medical facility to explore other marketing avenues such as the use of billboards to ensure that their values are derailed.
The case of White Rose Medical Center offers great lessons to healthcare facilities on marketing. Selection of a marketing tool is one very important step in healthcare marketing (Tripathi, 2018). Healthcare facilities should be keen to select marketing media that conforms to their ethical standards and the ethics of healthcare provision. White Rose Medical Center offers a lesson that medical facilities should desist from selecting marketing strategies such as cinema. Additionally, the medical facilities should do thorough research and select what is agreeable to all of their stakeholders, especially the patients. It is advisable to choose a marketing strategy that is in contrast with the interest of the public.
References
Tripathi, D. (2018). Practices in Marketing of Healthcare Services. Journal of Retail Marketing & Distribution Management , 2 (1), 7-16.
