In this simulation, you meet with the CEO of Bright Road Health Care System to discuss her concerns about the relevancy of their online resources, given the large Gen Y population the hospital serves, and the projected increase of Gen Z populations in that area. You will work with the Marketing Director of Bright road to learn about their current online and social media resources and utilization information. Using this information, you will then make recommendations to the CEO about how to improve online presence.
Content: What types of health information are currently published (e.g., long articles, PDFs, blog posts)?
2. Social Media Utilization
Platforms: Which platforms are currently active (e.g., Facebook, Instagram, LinkedIn, TikTok)?
Engagement Data: What are the key metrics (e.g., follower demographics, engagement rate, average response time for direct messages)?
Content Strategy: What percentage of social media content is informational vs. promotional vs. engagement-focused?
3. Demographic and Usage Data
Current User Demographics: What is the age breakdown of people currently using the website/portal (Gen Y vs. older users)?
Top Services/Pages: Which online services or health topics are most frequently accessed by the Gen Y population?
Gap Analysis: What specific digital services or platforms are competitors offering that Bright Road is not?
📈 Phase 2: Understanding Gen Y and Gen Z Digital Needs
The two target generations have distinct digital consumption patterns that must guide your recommendations.
Generation Y (Millennials: ~29–44 years old)
Need for Efficiency: Value resources that save time, such as seamless mobile integration and efficient self-service tools.
Trusted Reviews: Rely heavily on online reviews and peer recommendations before selecting a provider.
Sample Answer
This is a great strategic challenge! To effectively address the CEO's concerns and propose relevant improvements, you need a structured approach. I will provide a framework for gathering the necessary information from the Marketing Director and then outline data-driven recommendations tailored to Gen Y (Millennials) and Gen Z populations.
🎯 Phase 1: Information Gathering from the Marketing Director
Before making recommendations, you must understand Bright Road's current digital landscape. Your discussion with the Marketing Director should cover the following points:
1. Current Online Resources
Website: What is the primary purpose of the current website (information dissemination, appointment booking, patient portal access)? How is it optimized for mobile devices?
Patient Portal: What features are available (e.g., viewing results, secure messaging, bill pay)? Is there a dedicated mobile app?