Southern Baptist Hospital (SBH) had long resisted the use of
marketing, believing it was not an appropriate activity for a nonprofit
organization. By the mid-1980s, however, the erosion of its market share
due to growing competition forced SBH to adopt an aggressive marketing
strategy. Its primary initiative was a campaign of television
advertisements aimed to reinforce for the general public the image of
SBH as a high-quality institution. Because the organization was starting
its marketing activities from scratch, ad production and airtime costs
were expensive. The television commercials were professionally produced
and received critical acclaim from the advertising community. Following
the public s repeated exposure to these advertisements, a hospital
executive requested information about the impact of the advertisements.
The idea to study the campaign s impact had not been considered earlier,
and a belated evaluation effort was mounted to determine the extent to
which the campaign had achieved the desired effect. Much to the
consternation of SBH administrators, the evaluation found that the ads
had had virtually no impact on the public s already high perception of
the institution, and no improvement in patient volumes, revenues, or
market share could be attributed to the campaign. SBH administrators,
committed to an expensive initiative, rationalized that the campaign had
not aired long enough to generate the desired effect and invested even
more money in the initiative. After reviewing the above case, address the following points:To what extent did SBH research the needs of its audience prior to developing a marketing strategy?Does it appear that SBH has an overall marketing plan?Does it appear that SBH had a significant grasp of the nature of marketing?What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides?What are the implications of marketing to the general public rather than targeting specific segments of the market?How much thought was given to measuring the effectiveness of the campaign going into the initiative?
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