Marketing Audit: Peace Memorial Hospital Essay

3486 Words Jul 3rd, 2011 14 Pages
Name goes here MKT/551 Professor Joe Zimmerman Marketing Audit Overview May 31, 2011

Table of contents page Case Study: Peace Memorial Hospital: Downtown health Clinic …….………………. 3 Executive Summary …………………………………………………………………….. 3 Environmental Aspects …………………………………………………………….. 5 Demographics …………………………………………………………………….. 5 Politics
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As a result of these concerns, the hospital’s Administrator, Dr. Mahon instructed Sherri Worth, the Assistant Administrator, to conduct a research. The results of the research confirmed that the PMH needed to build an ambulatory clinic in the downtown area. The main objectives of this new addition was to increase PMH’s referral base, to increase referrals of privately insured patients, to liaise with business community and to become self-supporting in three years after opening. The DHC was realizing most of its objectives when Worth heard that someone was conducting a survey to determine whether there is a need to construct another clinic directly north of the DHC offering very similar services. Upon informing PMH’s administrator Dr. Mohan, worth had to report on DHC’s performance to date to see how they can compete for patients in the event of possible competition. After her presentation she was asked to draft an analysis of DHC’s position and to specify and evaluate alternatives in the case of competition for its services. The marketing audit can be defined as a systematic examination of a business’s marketing environment, objectives, strategies, and activities (David Jobber). An audit is used to identify key strategic issues, problem areas and opportunities. If a business wants to put in place a plan of action to

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