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Assume you are the marketing manager for East Chestnut Regional Health System. Upper management has requested you propose ways to maintain and improve the successful image of the organization.

Write a 175- to 350-word email to the executive team proposing your ideas to improve the marketing image of the organization in which you:

Identify the marketing strength and weakness you chose.
Propose an idea to increase visibility of the identified strength.
Propose an idea to lessen the impact of the identified weakness.
Explain how you would measure the success of your proposed ideas if they are implemented

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Subject: Marketing Image Enhancement Proposal – East Chestnut Regional Health System

Dear Executive Team,

Following your request to enhance East Chestnut Regional Health System’s image, I’ve identified a key marketing strength and weakness for our consideration.

Strength: Our patient-centered care and high-quality clinical outcomes are consistently recognized in patient satisfaction surveys and regional healthcare rankings. This is a significant asset, demonstrating our commitment to excellence. To increase visibility, I propose a targeted digital campaign featuring patient testimonials and physician profiles highlighting specific success stories. This campaign would utilize social media, video platforms, and our website to showcase our compassionate care and superior clinical results.

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Weakness: Despite our clinical excellence, community awareness of our specialized services, particularly in areas like advanced cardiac care and oncology, is limited. This results in potential patients seeking care elsewhere. To address this, I propose developing a series of educational webinars and community outreach programs focused on these specialized areas. These initiatives would feature our expert physicians presenting on relevant health topics, establishing East Chestnut as a leading resource for complex medical needs.

Measurement of Success:

The success of the patient testimonial campaign will be measured through increased website traffic, social media engagement (shares, comments, reach), and patient inquiries. We will also track changes in patient satisfaction scores related to awareness of our services. The effectiveness of the community outreach and webinar program will be assessed through attendance rates, post-event surveys gauging knowledge gained and perceived expertise, and tracking patient referrals from these initiatives. Additionally, we will monitor online search volume for related keywords, and the amount of local news coverage to measure increased community awareness. Through these metrics, we can quantify the impact of our marketing efforts and ensure they align with our strategic goals.

Thank you for your consideration.

Sincerely,

[Your Name]

Marketing Manager, East Chestnut Regional Health System

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