Answer the following questions (at least half page for each questions)At a local hospital, a decision was made recently to downsize the nursing staff. The local television station sent a reporter and camera crew to interview the administrator regarding the impact of this action on patient care. After 20 minutes filming the interview, the reporter left. That evening a 15-second segment of the interview was shown, that left an unfavorable impression regarding the impact on quality. The administrator wondered what went wrong. Explain how more control could have been used to send out the message about the downsizing.Explain the relative emphasis that would be placed on advertising or personal selling in each of the following situations: (a) a manufacturer of an infusion pump therapy kit for use in hospitals, (b) a hospital offering a nutrition workshop for seniors, and (c) an academic medical center offering a helicopter service for trauma cases within a 200-mile radius of the facility.Write an awareness objective for a newly formed adolescent chemical dependency program whose target market consists of judges and social workers who refer to the facility. How would this objective change for the trial level of the hierarchy of effects?Recently, the physician marketing task force at State University Medical Center developed a physician referral directory and advertisement. The target was primary care physicians in the region who could refer patients to State University for tertiary care. A cardiologist who was an undergraduate English major chaired the committee and drafted the materials. Three months after distribution of the advertisement and directory, responses were disappointing. Explain how this process could have been improved to increase likely response.
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