Instructions

Before beginning work on this assignment, please review the expanded grading rubric for specific instructions relating to content and formatting.

Southern Baptist Hospital (SBH) had long resisted the use of marketing, believing it was not an appropriate activity for a nonprofit organization. By the mid-1980s, however, the erosion of its market share due to growing competition forced SBH to adopt an aggressive marketing strategy. Its primary initiative was a campaign of television advertisements aimed to reinforce for the general public the image of SBH as a high-quality institution. Because the organization was starting its marketing activities from scratch, ad production and airtime costs were expensive. The television commercials were professionally produced and received critical acclaim from the advertising community. Following the public’s repeated exposure to these advertisements, a hospital executive requested information about the impact of the advertisements. The idea to study the campaign’s impact had not been considered earlier, and a belated evaluation effort was mounted to determine the extent to which the campaign had achieved the desired effect. Much to the consternation of SBH administrators, the evaluation found that the ads had had virtually no impact on the public’s already high perception of the institution, and no improvement in patient volumes, revenues, or market share could be attributed to the campaign. SBH administrators, committed to an expensive initiative, rationalized that the campaign had not aired long enough to generate the desired effect and invested even more money in the initiative.

 After reviewing the above case, address the following points:

• To what extent did SBH research the needs of its audience prior to developing a marketing strategy?
• Does it appear that SBH has an overall marketing plan?
• Does it appear that SBH had a significant grasp of the nature of marketing?
• What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides?
• What are the implications of marketing to the general public rather than targeting specific segments of the market?
• How much thought was given to measuring the effectiveness of the campaign going into the initiative?

To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.

Submission Details:

• Your assignment should be addressed in a 2- to 3-page document.

Infectious Disease and Chronic Disease

Required Reading

Centers for Disease Control and Prevention (CDC). (2016, February). Chronic disease overview. Retrieved on 9/1/16 from http://www.cdc.gov/chronicdisease/overview/index.htm

Mayo Clinic. (2016). Infectious diseases. Retrieved from http://www.mayoclinic.org/diseases-conditions/infectious-diseases/home/ovc-20168649

Stanbury, M., Anderson, H., Blackmore, C., Fagliano, J., Heumann, M., Kass, D., & McGeehin, M. (2012). Functions of environmental epidemiology and surveillance in state health departments. Journal of Public Health Management and Practice, 18 (18), 453-460. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/22836537

Optional Reading

Centers for Disease Control and Prevention (CDC). (2016, February). Chronic disease overview. Retrieved on 9/1/16 from http://www.cdc.gov/chronicdisease/overview/index.htm

National Center for Chronic Disease Prevention and Health Promotion. (2009). The power of prevention – Chronic health disease . . . the public health challenge of the 21st century. CDC. Retrieved from http://www.cdc.gov/chronicdisease/pdf/2009-power-of-prevention.pdf

Materials Used in This Module

Centers for Disease Control and Prevention. (2014). E-learning course – Introduction to prevention effectiveness. Accessed from https://www.cdc.gov/publichealth101/e-learning/prevention-effectiveness/.

Homework Assignment

Write a paper in which you do the following:

Select an infectious disease and discuss its transmission and control measures. Try to select a disease not already covered or mentioned in the Syllabus. Be sure to identify the reservoir(s) of your selected infectious disease.

Support your paper with evidence from the literature.

Length: 2–3 pages, excluding title page and references.

Assignment Expectations

Assessment and Grading: Your paper will be assessed based on the performance assessment rubric that is linked within the course. Review it before you begin working on the assignment.

Your work should also follow these Assignment Expectations.