Southern Baptist Hospital Case Study
Southern Baptist Hospital faced a dilemma similar to many other hospitals in the 1980's, an "industry which had a widespread excess of hospital beds as a result of change in government policies and the building of new facilities over the prior two decades, further exacerbated by technological advances" (Fisher, C. & Anderson, C. December 1990) . In this ultra-competitive context marked by declining revenues and margins coupled with increasing costs, "many hospitals embraced marketing and advertising" (Fisher, C. & Anderson, C. December 1990) The SBH case study explains the decision of the organization in utilizing advertising, the media blueprint, and its actual and perceived efficacy.
To what extent did SBH research the needs of the audience prior to developing a marketing strategy?
From the case study there is no evidence that SBH conducted research regarding the potential needs or demand...
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