This chapter describes the problem, the setting, the scope, and the importance of the Project investigated in this study. The focus of the investigation is the Sebastian River Medical Center (SRMC), which is located in Sebastian, Indian River County, Florida.
The Statement of Purpose and Objectives
The purpose of this Project is to determine the optimal marketing strategy to increase the market share and the revenue generation of the Cardiac Diagnostic Procedures Program operated by the Cardiopulmonary Care Department of the SRMC. A restriction on the marketing strategy developed for the Cardiac Diagnostic Procedures Program is that is that the strategy cannot include an open heart surgery program. The Cardiopulmonary Care Department of the SRMC does not offer open heart surgery, and the SRMC does not have state authorization to offer such services (Sebastian River Medical Center, 2005b).
The strategy developed for the Cardiac Diagnostic Procedures Program must be compatible with the services for which the SRMC is accredited by the Joint Commission on Accreditation of Healthcare Organizations (JCAHO). The accredited cardiac diagnostic procedures for the SRMC are as follows: Transesophageal Echocardiography (TEE), Electrocardiogram, Holter Monitoring, Stress Test, Echocardiogram, and Nuclear Scan (Sebastian River Medical Center, 2005a).
The marketing strategy for the Cardiac Diagnostic Procedures Program operated by the Cardiopulmonary Care Department of the SRMC must be structured as a marketing plan for the Cardiac Diagnostic Procedures Program. The marketing plan for the Cardiac Diagnostic Procedures Program must be compatible with the broader marketing plan for the SRMC.
The objectives formulated for this project are related to marketing outcomes and project output. The project objectives are as follows:
Objectives related to marketing outcomes:
1. The first objective is the development of a marketing stra...