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Marketing Plan For Ardent Medical Center

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Situational Analysis This marketing plan has been designed for Ardent Medical Center (AMC), a nonprofit healthcare institution that is controlled by a board of directors. This brand new hospital is located in Tucson, Arizona and will be opening January 1st, 2019. AMC is seeking 800 million dollars in donations, fundraising, and investments to open the hospital. The hospital is being opened because of a need for high-quality healthcare that focuses on positive patient experiences. AMC wants its customers to have zero dissonance. This plan will be used to convince prospective donors to donate funds for the creation of the medical center. Customer Analysis AMC is a Business to Consumer operation (also known as B2C), meaning its services are directed …show more content…

Consumers are looking for a medical center that has a great reputation for providing high-quality experiences. The aging population in Tucson is also a phenomenal opportunity because as people age, they require more care. This means AMC can expect a substantial and consistent flow of patients (customers). • Threats: Legislation that controls the function of hospitals is one threat to AMC. Another threat is a shift in population demographic trends in Tucson. If the demographics suddenly change, especially in relation to age, AMC might see a significant drop in customers. Goal of Marketing Plan The goal of this marketing plan is to cement Ardent Medical Center as the hospital in Tucson with the highest patient visitation rate in the city, and a patient satisfaction rate of 70%. This will be done through a marketing strategy focused on positivity and respect for patients. Differentiation & Positioning The services at AMC are differentiated from other hospitals by the quality of the experience patients have. The use of state-of-the-art technology will also separate AMC from its competitors. The work required to recreate the qualities at AMC would be extremely hard, meaning there are substantial barriers to entry from other hospitals look to target the same

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