Directions are attatched but also answer these questions. Include your thoughts on what the role of public health is in reaching out to specific demographics. What, if any, role should public health

Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 1 Staying Relevant Introduction: Many of Bright Road Health Care Systems' facilities are located in areas that are currently serving Gen Y patients, and will be serving increasing numbers of Gen X & Y patients within the next five years. This means the Health Care S ystems' online resource s are, and will increasingly be, the primary source of health care information for the community, and the main promotion outlet for the Heath Care System.

You are a marketing consultant and will meet with Bright Road’s CEO and Marketing Director to get inf ormation about current online presence. You will also review Bright Road’s social media page and website to make recommendations for improvement. Characters: 1. Blake Hines, CEO of Bright Road Health Care System 2. Amit Patel, Marketing Director of Bright Road Health Care System Locations: 1. CEO's Office Production Notes There are no wardrobe changes for this Learnscape This Learnscape uses two locations and two actors Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 2 Scene 1: Meeting with the CEO In this scene , the student meets with Blake Hines, CEO in her office. The meeting is for Blake to share her concerns about Bright Road Health Care System's online presence. She will explain why she thinks their online presence needs to be improved. The student gathers preliminary information a bout Bright Road’s needs and expectations. Location CEO's office Scene setup Blake is across the desk from the student. On -screen characters Blake Hines Off -screen characters N/A On screen text: Blake Hines , the CEO of Bright Road Health Care System, want s to discuss a new project with you. BLAKE Thank you for meeting with me. I know you’re meeting with Amit, our Marketing Director, after this , but I wanted to give you an overview first before you dig in with him. I have a n important marketing project that I’d like you to work on. We are looking at ways to expand our online marketing presence to reach a larger audience. Student must click all o f the three options to continue. STUDENT CHOICE 1 Can you give me an overview of what online marketing Bright Road Health Care System is currently using? STUDENT CHOICE 2 Who is your target audience? STUDENT CHOICE 3 What are your goals for this project? BLAKE RESPONSE 1 Well, we currently have a website and a social media page but we don't feel these are being utilized in the best way to market our facility and services to the community. We also feel our website could use some updating. BLAKE RESPONSE 2 Great question. We are targeting our community residents. Many of our residents are in the Generation X and Y categor ies and we have also noted many from Generation Z, the individuals born from 1995 up to now. We also have to keep in mind the overall increase in the Baby Boomers who are now getting a little bit older and will need more medical care . A nd that many residents from our community may be called on to care for their aging parents. BLAKE RESPONSE 3 We want to make sure that we have the best online presence available. We Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 3 realize that many people in our community use electronic means to get information and we want them to see the great services and care that are offered at Bright Road Health Care System's facilities. Student must click correct choice to continue. STUDENT CHOICE 1 (CORRECT) Have you received feedback from the users of your website and social media page? STUDENT CHOICE 2 (INCORRECT) Okay. I can do that. BLAKE RESPONSE 1 Well, that’s where they need your help. The Board of Directors has asked us to gather information from our community and learn more about the needs of our residents. We would like to learn more about what the y want to see about Bright Road Health Care Syst em. We would like you and your team to research this for us. Response 1 allows student to move on . BLAKE RESPONSE 2 Well, I hope so. That’s why I called on you. Response 2 kicks student back to options. Student can choose either option to continue. STUDENT CHOICE 1 Thank you for the overview. T his gives me a great foundation to start work. STUDENT CHOICE 2 This sounds like an exciting project! My meeting with Amit is in just a few minutes. Thank you for your time. BLAKE RESPONSE You’re welcome. I look forward to seeing what you two come up with. Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 4 Scene 2: Meeting with the Marketing Director In this scene, the student meets with Amit in his office. Amit will be introduced to the student and engage in the discussion providing more marketing details. Location Director of Marketing’s Office Scene setup The student is sitting across from Amit. On -screen characters Amit Patel Off -screen characters None On screen text: Now you meet with Amit Patel , the Marketing Director for Bright Road Health Care Systems. He will be your main point of contact for questions and gathering additional information for your project. AMIT Hi, it’s nice to meet you. I’m glad you'll be helping us improve our online presence. Blake told me she was going to meet with you and give you the high level details. How did that go ? Student can choose any of the 3 options to continue. STUDENT CHOICE 1 Yes, she did. I just met with her . Can you provide some more details for me? STUDENT CHOICE 2 Yes, I just met with her. It's nice to meet you Amit . Can you tell me a little more about why this project came about? STUDENT CHOICE 3 Yes, we met. I am looking forward to learning more about this project and getting started. Do you have some time now to discuss the details with me? AMIT Sure. I'm actually the one who initiate d this project. When we looked at the majority of our community residents, we realized that the demographics indicate that they use online sources for obtaining information. And although we have a social media page and a website , we are not convinced that we are using the se as efficiently as we could to market our health center and services. What are some of your suggestions for getting started? Student may select any of the three options. STUDENT CHOICE 1 Well , I would like to discuss the marketing objectives with you a little bit further. Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 5 STUDENT CHOICE 2 Are you considering other types of media for this project like print, radio, or television? STUDENT CHOICE 3 You said that you have a website and social media page. Have you considered other forms of social media like blogging , videos, or even podcasts? Student must select all of the options to continue. AMIT'S RESPONSE 1 Sure, we have four primary objectives for this project. First , we want to increase community awareness and promote our facility. Next, we would like to generate leads for current programs that we offer. Another one of our objectives is to promote special events that we sponsor. And finally, we would like to enhance o ur overall image with the community. AMIT'S RESPONSE 2 Great question. We have in place several marketing campaigns that use these types of mediums , but for this project, we want to focus on adopting Web 2.0 and social media strategies . AMIT'S RESPONSE 3 Those have come up in several brainstorming sessions we had in our department. However, we hav en' t taken the steps to implement these technologies. I am very interested in hearing your ideas on how we can use these as a means to share information with ou r audience. STUDENT Are there any type s of marketing methods that you want to exclude from your program? AMIT Considering television and print advertising costs, we feel that we can be much more efficient in using online media to help promote our facility. Through research, we have learned that unsolicited emails are not effective and in fact, can have a negative impact on our image. We would like to create a n opt -in email list to connect with those who are interested in keeping up with our news an d events. Student must select all of the options to continue. STUDENT CHOICE 1 What form of strategic advertising does Bright Road Health Care Systems currently use? STUDENT CHOICE 2 Does Bright Road Health Care Systems use the product advertising approach? STUDENT CHOICE 3 Does Bright Road plan to use other marketing mediums in conjunction with the new online marketing strategy? Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 6 AMIT'S RESPONSE 1 As you know, institutional advertising is the most frequently used form of advertising in health care. We primarily use this type of advertising here to promote our overall image. We want to promote Bright Road as an excellent facility for healthcare and a place where patients can put their trust. AMIT'S RESPONSE 2 No. AMIT'S RESPONSE 3 Not at this time. Student may click any option to continue. STUDENT CHOICE 1 This has been very helpful. I have a lot of new information to get started on this proj ect. Is it okay to contact you if I have further questions? STUDENT CHOICE 2 I already have some ideas that I would like to put together and share with you regarding how we can reach out to your target audience . STUDENT CHOICE 3 I appreciate your time and the information that you shared with me. I have some ideas that I think will be very helpful to Bright Roa d. AMIT RESPONSE We 're looking forward to hearing your ideas. I'll send you the links to our website and social media page. Of course, you can contact me with any questions. The best way to contact me is through my email. STUDENT RESPONSE Thanks . I will create a Strategic Advertising Proposal and send this to you for approval. AMIT RESPONSE Great. Once we receive your proposal with your plan, I 'll contact you to schedule another meeting. Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 7 Scene 3: Online Presence In this scene, the student will review specific areas of Bright Road’s social media page and website , in order to make recommendations for improvement. Location Student’s Office Scene setup Student is facing the computer On -screen characters None Off -screen characters None On -screen text: It looks like you received that email from Amit.. . Note: Email notification appears on computer screen for student to click. The student can then read the email. EMAIL FROM AMIT: Thank you again for meeting with me today. There is one item that we did not discuss and I think it is important to note as you begin developing your marketing strategy. We have a fine line to balance with the community and how they see us spending money. With rising health care costs, s ome consumers may see too much advertising as a big expense for our facility and in turn think that this contributes to these rising costs. We don't want to appear frivolous in any way. And also, as a reminder, we do not want to send unsolicited emails or spam. We have to remember that many people want privacy when it comes to their healthcare so we do not want to appear intrusive in any way. Just keep this in mind during your planning process. Here are the links to our website and social media page: [link to website] [link to social media Page ] Of course, if you have any questions, please contact me. I am looking forward to seeing your proposal for this project. Amit Patel Marketing Director Note: When student clicks the link to the website or social media page , those appear . Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 8 [Asset 1 : Website ] On -screen text: Review the Website. Remember to tak e notes about what you discover; you’ll use those to recommend improvements to Amit. On -screen text: Things to consider: • Is there an interesting, rotating banner image to keep interest? • Does the page include links to Bright Road’s resources? • Is the content well -organized, with important content in the upper left of the page? • Is the page simple and easy to navigate? Description of Web Page: Home page for Bright Roa d Health Services website . The page appears professional but not exceptional. The top banner has text that reads "Bright Road Health Services" at the left, and at the right a "Helpful Links" menu and a Search box. The main background image on the page is the exterior of a hospital. There's a list of links in a left -side menu that’s long and uncategorized. The links (all fake, non -functional) are as follows: Patients Visitors Health Classes Our Mission Volunteers Directions and Map Admissions Billing and Pa yments Care Centers Surgical Centers Cardiac Centers Medical Records Along the bottom of the page are three blocks of text with an accompanying image: First text block: Comfort. We have comfortable rooms, making your experience the best it can be. Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 9 Image for first text block: Male patient in a hospital bed Second text block: Child Healthcare Services . Providing state of the art Pediatric Care. Image for second text block: Doctor checking child's heart beat. Third text block: Friendly Staff. We make you fee l welcome during your stay with us. Image for third text block: Elderly patient smiling as he's being reassured by a doctor. Bottom of home page displays links to various areas of website, an advanced search box, and a contact link. [Asset 2 – Social Med ia Page ] On -screen text: Review the social media page . Remember to tak e notes about what you discover; you’ll use those to recommend improvements to Amit. On -screen text: Things to consider: • Is the photo high quality? • Does the photo tell a good story? • Is the thumbnail visible and representative of Bright Road? • Are the updates relevant to current events? • Do the updates drive traffic to other Bright Road sites? • Are the updates frequent? • Is there a recommendations section? • Are the recommendations relevant? Description of Social Media Page: Cover photo and Profile photo – appealing cover photo of the hospital, but the profile picture thumbnail is not cropped well, so it is hard to tell what it is . Status Updates – There are a couple of status updates. One from a week ago reads "Proud to announce that the new day care is open." The other is from three weeks ago and reads "Hospital celebrates Nurse Appreciate day! Thank you Nurses for all you do!" Recommendations – there does not appear to be a section for recomm endations. Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 10 Scene 4: Assessment If all previous scenes have been completed, a 10 -question assessment is presented to the student. Answer the following 10 questions to show what you know about health care ethics for equipment purchasing. Good luck! The student answers the questions and then sees the assessment results. Assessment Results Here are your results. Click Continue if you are satisfied with the result. Or you can click Try Again if you want to try and improve your score. NOTE: The student can retry the assessment by clicking the Try Again button, or can continue to final scene by clicking the Continue button. Scene 5 : Makin g Your Recommendation In this scene, the student will email Amit with suggestions for improvements to Bright Road’s social media page and website. Location Student’s Office Scene setup Student is facing the computer On -screen characters None Off -screen characters None On -screen text: Now that you’ve reviewed Bright Road’s social media page and website, email a short proposal to Amit Patel (250 -500 words) . Your proposal should include the objectives for this project and the target audience , including: • A thorough review of the website and social media page • Specific details on how the web site and social media page could be improved • New ideas and how they could be implemented for Bright Road On -screen Instruction Text: Email a short proposal to Amit Patel (250 -500 words) . Your proposal should include the objectives for this project and the target audience. When done with your proposal, click Send. Health Care Marketing Navigate 2 Scenario : Staying Relevant February 20, 2018 11 To: Amit Patel Subject: Suggestions for Social Media page and Website Improvements Body of Email: Amit Patel , [INSTRUCTION TEXT] Type your proposal here. The student types their recommendation, when done, click Send. When student clicks Send, the following message appears. Great work! Your recommendation has been sent to Amit. THE END