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Case
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Reference no. 9-587-104
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 31 August 1988

Abstract

Raises the powerful issues of measuring marketing performance in a not- for-profit services setting. Also raises several interesting ethical issues. LifeSpan Inc, a Minneapolis based not-for-profit organization is the parent holding company of three hospitals and several health services corporations. Abbott Northwestern, LifeSpan''s premier hospital, adopted a very market oriented approach to increase its share of a business that was both shrinking in size and becoming increasingly competitive. The company initiated a telemarketing advertising campaign which resulted in a flood of inquiries. The marketing group would like to nearly double the advertising budget; the board of directors would like some evidence that advertising, phone calls, inquiries, and other programs lead to filled beds and increased business.
Location:
Industry:
Size:
Mid-size, USD211 million revenues
Other setting(s):
1986

About

Abstract

Raises the powerful issues of measuring marketing performance in a not- for-profit services setting. Also raises several interesting ethical issues. LifeSpan Inc, a Minneapolis based not-for-profit organization is the parent holding company of three hospitals and several health services corporations. Abbott Northwestern, LifeSpan''s premier hospital, adopted a very market oriented approach to increase its share of a business that was both shrinking in size and becoming increasingly competitive. The company initiated a telemarketing advertising campaign which resulted in a flood of inquiries. The marketing group would like to nearly double the advertising budget; the board of directors would like some evidence that advertising, phone calls, inquiries, and other programs lead to filled beds and increased business.

Settings

Location:
Industry:
Size:
Mid-size, USD211 million revenues
Other setting(s):
1986

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