A Healthy Image Case Study

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Case 2 A Healthy Image Mary Wilson was both nervous and excited as she opened her first staff meeting in the marketing department of St. Margaret’s General Hospital (Clow & Baack, 2010, p. 49). Mary is the new Director of Marketing and Communications for St. Margaret’s Hospital and has been tasked with increasing St. Margaret’s Hospitals increased visibility and image in the eyes of the public (Clow & Baack, 2010). Her long term goal is to attract the best possible physicians while increasing use of the hospital’s facilities and attracting more patients (Clow & Baack, 2010, p.49). There are four questions that Mary most look at and address as the new Director of Marketing and Communication for St. Margaret’s. First, what are the image issues for St. Margaret’s Hospital? Second, what are the brand-name issues; and if so should the brand name …show more content…

Margaret’s General Hospital does not have the correct image representation due to the lack of marketing representation which is needed to enhance the visibility of the St. Margaret hospital. Creating the proper image will make the hospital look more appealing in the community’s eyes. The lack of sufficient awareness about the quality as well as services that hospital presents has contributed to the declining market share of the St. Margaret General Hospital. Publicity should be enough to increase the image representation for the local community and to highlight the hospital’s remarkable service and reputation. The hospital must notify the local population through various communication outlets to improve the image of the hospital. The chief image problem that the hospital faces is the entire nonexistence of brand supervision and business representation. St. Margaret General Hospital has to differentiate itself amongst its competitors by creating an image that makes them stand apart as well as highlighting its specialties. Communication and a clear message is certainly what the hospital needs to construct a strong

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