Sample_Marketing_Plan_Research

Sample_Marketing_Plan_Research - Geisinger Medical Center...

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Geisinger Medical Center Obstetrics Program: A Marketing Plan for Change EXECUTIVE SUMMARY
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Geisinger Medical Center’s (GMC) obstetrics program delivers high quality, advanced obstetrical care for both normal and high-risk pregnancies. GMC is the tertiary referral center for obstetrical care in central Pennsylvania and offers perinatology and neonatology services in addition to a Level III Neonatal Intensive Care Unit (NICU). Women ages 19-35 residing within a 9 county service area are the primary target market. GMC ‘s obstetrics program seeks to fill the labor and delivery needs of this target market by being the provider of choice for pregnant women regardless of their birthing experience or the risk level of their pregnancy by appealing to demands for high quality obstetrical care; comfortable, home-like surroundings; and control over the birthing experience. The obstetrics program’s key to success has been a strongly held reputation for being the area hospital with the ability to handle the most difficult obstetrical cases. However, a reputation for being cold, impersonal, and institutional has also developed, despite internal efforts to overcome this perception. To continue competing effectively, Geisinger obstetrics needs to reposition itself in the market as a high quality provider that values and promotes a softer, family-centered approach. Upcoming renovations to enhance the appearance and services offered within GMC’s labor & delivery unit provide this opportunity. By promoting the services and upcoming renovations with a message emphasizing a family-centered childbirth philosophy, Geisinger obstetrics will successfully make this transition and achieve the strategic goals set out by GMC leadership. TABLE OF CONTENTS 2
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SECTION TITLE PAGE 1. Company Description…………………………………………………… 3 2. Strategic Focus and Plan…………………………………………………8 3. Situation Analysis………………………………………………………. .9 4. Marketing and Product Objective. .………………………………………14 5. Branding and Positioning………………………………………………. ..19 6. Marketing Program………………………………………………………20 7. Conclusion………………………………………………………………. 27 Works Cited………………………………………………………………. .. 28 Appendix……………………………………………………………………30 1. COMPANY DESCRIPTION 3
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1.1 Problem Definition: Geisinger Medical Center’s (GMC) obstetrics program is widely recognized for its ability to handle the most difficult obstetrical cases. However, the program, due to its size and academic nature, has also developed a reputation for being impersonal and institutional. Internal practices have undergone transformation to combat this reputation, and this transformation is expected to continue with an upcoming renovation of the labor & delivery
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This note was uploaded on 02/20/2009 for the course AEM 241 taught by Professor Grossman during the Spring '08 term at Cornell University (Engineering School).

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Sample_Marketing_Plan_Research - Geisinger Medical Center...

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