Read the case study “Hospital Consolidation,” pages 1–5, from Healthcare Marketing: A Case Study Approach (Cellucci, Wiggens, & Farnsworth, 2014).
You are Dallin Call, chief executive officer (CEO) and chief marketing manager of Kimball Hospital. You have considered all of the factors, and it is time to make a recommendation on how to market the merger of Kimball Hospital with its chief rival, Tanner Medical Center.
Create a 1 to 2-page report to present to the Kimball community-based Board of Directors that addresses the following:
1. Analyze the potential impacts of a merger on Kimball Hospital and Great Western Hospital Corporation (GWHC). Document the impact of this merger in a way that the Kimball community-based Board can understand and focus on how to market to the following stakeholders.
2. Describe at least four potential long-term risks/impacts of a merger on the following stakeholders. Include in this description a justification of whether you would or would not recommend the merger. In addition, explain how the Kimball Hospital mission, vision, and strategic plan would influence your recommendation. Analyze issues, such as access, cost, and quality, and what concerns each of the following stakeholder groups might have regarding consolidation.
o Patients
o The public
o Physicians
o Payers
3. Explain four to six communication (marketing) strategies you would recommend to the Board that will balance the organizational and community interests of the stakeholder groups as you make the important decision of whether or not to merge with Tanner Medical Center. Use information about industry issues and trends to inform your explanation/ communication to stakeholders and the Board.
Part III: Palomar Heart Hospital Report
Read the case study “Palomar Heart Hospital,” pages 123–127, from Healthcare Marketing: A Case Study Approach (Cellucci, Wiggens, & Farnsworth, 2014).
You are the director of marketing at Palomar Heart Hospital (PHH). Russell Taylor, Lincoln Healthcare System’s new executive vice president and chief operating officer, has called you in for a meeting as he begins the strategic planning process to turn PHH’s dismal financial performance around. Russell has tasked you with updating some aspects of PHH’s marketing plan.
Create a 4 to 5- page report that addresses the following requests from Russell: