Peer 1
According to Berkowitz (2017), the hospital’s advertising campaign regarding the two new suburban primary care sites concluded that their advertising was effective due to more of the population being aware of their services. The pediatric orthopedic department has about half of the population being aware of their services compared to the primary care sites in both neighborhood A and B, at 42% awareness, which is very low.
The pediatric orthopedic department should focus on improving the awareness of their services and products since their awareness is much lower than other facilities. This can be done by launching a campaign where the population for these services are higher and can be advertised in the local newspaper, social media, and the radio to bring awareness to more of the population. The pediatric orthopedic department has a creative campaign at 28.6% meaning that of the people who saw the service did try it out compared to neighborhood A and B for the primary care sites.
The effective ratio is usually “used to analyze how well a company uses its assets and liabilities internally” (Kenton, 2021) and the pediatric orthopedic department has a relatively low effective ratio compared the hospitals in both neighborhood A and B. The department should focus on improving their services due to the number of people trying the service and those who are regular users of the service are very low. This can be done through surveys and feedback on the services to get a better understanding of where they need to improve and why the population is not satisfied so they can be more effective and successful.
References
Berkowitz, E. N. (2017). Essentials of Health Care Marketing. Jones & Bartlett Learning.
Kenton, W. (2021). Investopedia. Efficiency ratio: definition, formula, and example.
https://www.investopedia.com/terms/e/efficiencyratio.asp
Peer 2
Compared to the hospital in Table 14-7, this facility’s advertising effectiveness didn’t reach as many individuals as intended, 88% of the target audiences were aware of the services offered by the hospital in Table 14-7, compared to 42% for the medical group in the discussion. The creative effectiveness ratio was significantly higher for the medical group at 25%, compared to 12.5% of the facility listed in Table 14-7, while the comparison of the service effectiveness ratio is 36.4% for the facility listed in Table 14-7(Berkowitz, 2017), compared to 25% at the medical group.
The medical group has some work to do in reaching more of the customers/patients in the neighborhood and according to the data provided, this would increase the number of people to try the service, since the creative effectiveness numbers are better than the facility in table 14-7 who had a higher awareness number. The adjustments to increase viewership could be in the form of radio ads, billboards, and community outreach at local vendors and stores in the neighborhood, getting out into the neighborhood you’re serving will increase the group’s footprint. The group can also make sure they offer the best care possible because one of the most effective marketing tools is word of mouth.
References
Berkowitz, E. N. (2017). Essentials of Health Care Marketing. Jones & Bartlett Learning.
