A medical group recently conducted an advertising campaign for its new pediatric orthopedics department. After 4 weeks, a telephone survey found that 42% of the families with children under the age of 18 years were aware of the service. Six months later, it found that 12% had actually used the service and 3% said they were regular users of the facility for their childrens orthopedic needs. Compare this organizations advertising performance to that of the hospital discussed in Table 14-7 in this chapter. How does this organization compare in terms of its media, creative, and service effectiveness ratios? Where might the medical group need to make adjustments?
At least 250 words
APA Format
At least 2 references
One reference can be from the textbook.
The refence for that textbook is:
Textbook: Essentials of Health Care Marketing 9781284094312 Eric N. Berkowitz Jones & Bartlett Publishers
