Marketing Action Plan and Cost-Benefit Analysis

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Vila Health: Marketing Action Plan and Financial Analysis | Transcript.



St. Anthony Medical Center’s labor and delivery service line is challenged with growing the business using a market pull strategy. To achieve this overarching goal, you will propose a marketing action plan with accompanying proposed costs and benefits. Additionally, your plan will need to include costs and benefits for each proposed intervention.

Your task as the intern is to analyze the financial impact to the organization and make a final recommendation as to whether the plan should be implemented. You are expected to provide options for the management team to consider along with a rationale for your final recommendation. At least one of your options must include how to use social media to decrease costs and increase market reach.


Complete the following:

Formulate a new St. Anthony Medical Center labor and delivery revised service offering, including features, advantages, and benefits to consumers.
Segment the market of targeted labor and delivery consumers, using a table that matches features and benefits to each consumer segment.
Note: Consumer data will be found on the Internet related to the Minneapolis greater metro area (for example, age, culture, and so forth; expectant single teens, culturally diverse groups in the community, mid-career married working women, same sex partners seeking in vitro fertilization, and so forth).
Create a plan of action that comprises marketing communication channels to reach each customer segment (for example, websites, social media, radio, TV, signage, health fairs, events, collaborative partnerships, targeted mailings, free educational offerings, and so forth).
Explain costs and benefits for each marketing communication channel intervention. (Refer to Plowman’s cost-benefit analysis tool, linked in Resources.)
Hint: Remember to identify costs and benefits; Recall that the total cost of the action plan cannot exceed 10,000 dollars per year.
Make a recommendation as to whether the organization should proceed with the proposed interventions.
Provide rationale that supports your decision process.

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