Question A. How does an HMO – generally selected by an employer – affect the brand loyalty of the
end user customer? Consider choice of physician, choice of drug therapy, choice of treatment approach,
and other factors. What kinds of advertising or PR messages can be used to enhance customer
loyalty in this situation?
Question B. A free standing emergency medical clinic (“Doc-in-a-box”) has just instituted a major
and expensive multi-media marketing campaign to encourage use by local neighbors. The management
of the clinic decides they should evaluate the success of their marketing efforts. What tool or tools do you recommend for monitoring their marketing effort? Why?
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