Demand Analysis Brieng and Marketing Campaign
You are the director of marketing for a regional hospital. The board of directors at your hospital has studied
the 2011 Institute of Medicine (IOM) report Early Childhood Obesity Prevention Policies. The alarming statistics
quoted in the IOM report stated that “almost 10 percent of infants and toddlers carry excess weight for their
length, and slightly more than 20 percent of children between the ages of two and ve already are
overweight or obese” (IOM, 2011, pg. 1). A survey conducted among the pediatricians who admit patients to
the hospital validated that area children under the age of 5 years follow or exceed the national trend of
being overweight or obese.
The board is very concerned about childhood obesity rates for the children in the hospital’s marketing area.
At the last meeting, the board directed the marketing department determine the demand for childhood
obesity programs and to review the IOM report and propose a marketing campaign to provide information
to parents and guardians concerning ways to prevent children from birth to 5 years of age from becoming
overweight.
Click here (https://monkessays.com/write-my-essay/iom.edu/~/media/Files/Report%20Files/2011/Early-Childhood-Obesity-PreventionPolicies/Young%20Child%20Obesity%202011%20Report%20Brief.pdf) to access the IOM report.
Prepare a demand-analysis brieng for the board of directors. The demand-analysis brieng
should be no longer than 2 pages. You will need to do some research to understand the nature of the
broader demand questions, but you should focus your analysis on clearly explaining the demand
problem to the board. Be sure to dene the healthcare demand problem in the scenario.
Here is an outline:
Dene the service (1-2 paragraphs). Explain exactly what the service is, when it should be delivered, and
what signals quality to the consumer of the service.
Dene the demand (2-3 paragraphs). Who are the consumers for this service? Where are they to be found?
Are there any consumer characteristics that impact demand for the service? What are they? How sensitive
is the consumer to price (price elasticity)?
Dene the direction of demand (1-2 paragraphs). What are we trying to do with the demand—-increase it,
decrease it, or manage it in other ways? When you analyze the direction of the demand, be sure to
consider not only what benets the consumer, but also the organizational strategy of your focus provider
and how the provider can stay nancially viable.
Demand management recommendations (1-2 paragraphs). List the steps you recommend. What should
management do? Support your recommendations with a clear summary of your previous analysis.
Homework help – Write a 2- to 3-page marketing campaign to discuss the following ma
