2-Demand Analysis Briefing and Marketing Campaign

Demand Analysis Briefing and Marketing Campaign

You are the director of marketing for a regional hospital. The board of directors at your hospital has studied the 2011 Institute of Medicine (IOM) report Early Childhood Obesity Prevention Policies. The alarming statistics quoted in the IOM report stated that â€œalmost 10 percent of infants and toddlers carry excess weight for their length, and slightly more than 20 percent of children between the ages of two and five already are overweight or obeseâ€ (IOM, 2011, pg. 1). A survey conducted among the pediatricians who admit patients to the hospital validated that area children under the age of 5 years follow or exceed the national trend of being overweight or obese.

The board is very concerned about childhood obesity rates for the children in the hospitalâ€™s marketing area. At the last meeting, the board directed the marketing department determine the demand for childhood obesity programs and to review the IOM report and propose a marketing campaign to provide information to parents and guardians concerning ways to prevent children from birth to 5 years of age from becoming overweight.

Click here to access the IOM report.

  1. Prepare a demand-analysis briefing for the board of directors. The demand-analysis briefing should be NO longer than 2 pages. You will need to do some research to understand the nature of the broader demand questions, but you should focus your analysis on clearly explaining the demand problem to the board. Be sure to define the healthcare demand problem in the scenario.
    Here is an outline:
      3. Define the direction of demand (1-2 paragraphs). What are we trying to do with the demandâ€”-increase it, decrease it, or manage it in other ways? When you analyze the direction of the demand, be sure to consider not only what benefits the consumer, but also the organizational strategy of your focus provider and how the provider can stay financially viable.
  2. Write a 2 page marketing campaign to discuss the following marketing issues:


By July 11, 2016,


Assignment 2 Grading Criteria
Maximum Points
Defined service, demand, and direction of demand with explanation.
Described and explained a situation.
Listed steps of implementing the solution.
Expressed whether the hospital needs more research and discussed including area pediatricians.
Defined the recommended media to use for advertising and explained the direction of demand.
Described products and services that could be promoted during the campaign and the impact on the hospitalâ€™s revenue.
Discussed the length of the campaign and the period used to monitor effectiveness.
Presented a structured document free of spelling and grammatical errors. Used correct grammar, spelling, and word choice.
Properly cited sources using the APA format.


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