Need health and medical help with a Marketing Scenario Analysis

Southern Baptist Hospital (SBH) had long resisted theuse of marketing, believing it was not an appropriate activity for anonprofit organization. By the mid-1980s, however, the erosion of itsmarket share due to growing competition forced SBH to adopt anaggressive marketing strategy.Its primary initiative was a campaign oftelevision advertisements aimed to reinforce for the general public theimage of SBH as a high-quality institution. Because the organization wasstarting its marketing activities from scratch, ad production andairtime costs were expensive. The television commercials wereprofessionally produced and received critical acclaim from theadvertising community.Following the publics repeated exposure tothese advertisements, a hospital executive requested information aboutthe impact of the advertisements. The idea to study the campaignsimpact had not been considered earlier, and a belated evaluation effortwas mounted to determine the extent to which the campaign had achievedthe desired effect. Much to the consternation of SBH administrators, theevaluation found that the ads had had virtually no impact on thepublics already high perception of the institution, and no improvementin patient volumes, revenues, or market share could be attributed to thecampaign. SBH administrators, committed to an expensive initiative,rationalized that the campaign had not aired long enough to generate thedesired 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?Post your responses in a 2- to 3-page Microsoft Word document.