Marketing Audit for a Healthcare Facility

Paper Summary:

This paper presents a marketing audit that assesses, analyzes and measures marketing effectiveness of a fictitious healthcare system's current marketing plan in relation to the demographic and economic changes happening in the healthcare arena, while highlighting the immediately serviced areas. In addition, the marketing audit also considers current trends in healthcare, local competitors and the need to maintain and expand market-share within the community and surrounding areas.

Table of Contents
Executive Summary
SWOT Analysis
Environmental Analysis
Marketing Objectives, Strategies and Tactics
Organization
Conclusion

From the Paper:

"Founded in 1954, XYZ Health System is the leading health-care provider for Cannon County located in Southern Georgia. XYZ Health System is comprised of XYZ Medical Center, a 202-bed acute inpatient hospital located in Cannonton, Georgia. XYZ Medical Center provides a wide range of both inpatient and outpatient services, including a state-or-the-art obstetrics (OB) unit, same-day surgery center, open and closed magnetic resonance imaging (MRI) center and 24-hour emergency services staffed by board-certified Emergency Medicine physicians. Other medical services include a dedicated women's center, a state-of-the-art cancer center, and occupational health services. XYZ Medical Center has recently completed an impressive four level parking deck and construction is under-say for a new Intensive Care Unit and Trauma Center. XYZ Villa Rica is a brand new facility under the XYZ Health System umbrella, opening in October of 2003. It features a beautiful birthing center and an expanded imaging department that includes MRI technology along with high speed CT and PET scanning."

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