Timberline Health an integrated delivery system serving residents in five counties in eastern Washington is considering new opportunities to increase community awareness of the organization’s outpatient health services. As the new business development manager of hearing health services Jack Andrews is responsible for evaluating the feasibility of marketing activities for the hearing service line and must allocate resources to promotional activities that forecast positive return on investment. One option under consideration is to sponsor the health and wellness pavilion at the Spokane County Fair. Research from comparable markets has shown that wellness fairs are not only effective at educating communities about potential risk factors for health problems including hearing loss but also increasing consumer awareness of new or existing health services provided by local health organizations. These activities are essential to Timberline Health’s mission within the community. Since little is known about the hearing status of residents in the market area Jack enlists the services of his organization’s epidemiologist Dr. Ruth Litchfield to help him evaluate the potential return on investment for this marketing campaign. Dr. Litchfield incorporates several factors into her analysis. She reviews public health data on hearing loss occupational and age distribution data for local residents as well as a query of Timberline Health’s patient databases. Based on this research she estimates the prevalence of hearing loss in the five-county service area at 18 percent slightly higher than the national average (NIH 2010). Jack receives information from the fair’s sales and marketing department to help in his calculations. Specifically sponsorship consists of an investment of $50000 for the design and production of promotional materials and rental of pavilion space for the duration of the twelve day fair. Data from the previous three years shows on average 250000 people attend the fair of which 1% visit the wellness pavilion and participate in health screening services.
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