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 possible

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 initiatives,

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 finger

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?

5. Susan appeared to struggle with whether she should contact

Briarwood Medical Center’s governing board when Michael rejected

her request. She knew the board members very well, given her years

of service at Briarwood, but she opted to respect the chain of command.

Had you been in Susan’s position, what action would you

have taken and why?

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