Week 7 Case Analysis (MKT6250 Healthcare Marketing)

9781284200171_CASE_Competing for an Advertising Campaign and the Metrics for Success.pdf 

Read the attached case, the textbook chapters, and watch the videos to be able to analyze the case through a PPT. 

This case focuses on how the academic medical center wants to ensure tht whatever they invest in from the perspective of their advertising dollars they will know what the metrics are and thus measure the results. Engagement is a major focus for the institutions.  Items to discuss include:

• Click through      rates
• “likes”      and “followers”
• Volume
• Share of voice
• Engagement
• ROI

Instructions:

The Case Analysis in PPT format must follow the following guidelines:

1. You must give a      quality analysis of the case based on the key terms showing mastery, using      clear logic, and supporting facts. Also, the analysis must directly      address the case using chapter readings and research (in speakers’ notes      of the slides).
2. Case Analyses      test the understanding of key elements of Healthcare Marketing, therefore,      they must be thoroughly addressed.
3. You must use      citations on slides with references to document information obtained from      sources. The key elements and concepts of Healthcare Marketing are found      in the sources listed in the syllabus (it is your duty to search for them,      read, analyze, evaluate, summarize, paraphrase in your answers, and cite      the authors who wrote the articles, books, term papers, memoirs, studies,      etc. What it means is that you will have not less than 5 references      from the listed sources.
4. Grammatically      correct slides, no typos, and must have obviously been proofread for      logic.
5. Avoid direct      quotes, you must paraphrase and cite. If you direct quote (two words or      three words, mission statements, phrases, etc.) you must include in your      citation parenthesis page number or paragraph number. When you direct      quote Brand taglines, you must include the Brand name in the citation      parenthesis.
6. Key terms or      Questions must be typed out as headings, with follow-up bullets of      analysis on slides, and a summary or conclusion slide.
7. Must have a      reference slide.
8. A minimum of 8      slides (includes a cover slide, a conclusion slide, and a references      slide).
9. You must have a      clear and perfect analysis written in the speaker’s notes of the key      slides.

The Case Analysis in PPT format