DISCUSSION
1. Susan found Crestview Hospital’s new billboard postings to be especially troubling because they were placed in a location directly adjacent to Briarwood Medical Center. What do you see as the pos-sible ramifications of these postings for Briarwood Medical Center? For example, how might patients of the establishment react? What about other community stakeholders?
2. Michael thwarted an opportunity to secure the prized billboards, seemingly resulting from negative views of marketing generally and advertising specifically. Despite solid evidence of the benefits of marketing and advertising when used appropriately, some in the healthcare industry possess views similar to those held by Michael. Why do you think this is the case?
3. What actions do you believe Briarwood Medical Center should take to counter Crestview Hospital’s new billboard postings? Assuming that the governing board mandates that additional advertising funds be forwarded to Susan for bolstering Briarwood’s advertising initia-tives, how would you recommend that these funds be spent? Please justify your recommendations.
4. Pamela seemed very upset about Crestview Hospital’s billboards and she demanded answers. As the case concluded, it appeared that Susan was about to provide those answers, likely pointing the fin-ger at Michael. Given the billboard debacle, how should Briarwood Medical Center’s governing board address Michael? Do you see his tenure at Briarwood threatened? Why or why not?
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