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CASE STUDY ANALYSIS: EVALUATION GUIDELINES AND RUBRIC

Case Study: Prostate Cancer Education Tiffani Brown Southern New Hampshire University IHP 510 Marketing, Com. Strat., Outreach

CASE STUDY ANALYSIS

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Case Study Analysis: Evaluation Guidelines and Rubric The purpose of this paper is to analyze and evaluate the current marketing plan for the Prostate Cancer Education case study. More specifically, goals of this paper are to acknowledge evaluation tools, the strengths and weaknesses of such tools, and how to use them effectively. This case study came about after an increase of prostate cancer broke out in a small northeast town. The local health departments and medical leaders formed a task force to get to the bottom of it. According to Southern New Hampshire University (SNHU), “Key leaders in the group included Kate, a health department official; two urologists from the local health systems, Dr. Tradert and Dr. Lee; Karen, the community education coordinator from a health system; and Helen, the director of marketing from the free medical clinic in the area” [SHNU] (2017). Current Marketing Plan After reading the team’s initial assessment, a few things stood out to me that could have been strategized better. In their marketing plan, the team chose to only target 45-year old plus men. They did so by advertising in sports and financial sections in a local newspaper and the accompanying online website, they also turned to social media, specifically Facebook. This was not only an awareness campaign, but also a hands-on one as they offered educational classes and health screenings. As they quickly realized through zero participation in their educational classes and health screening offerings, the team was advertising to the wrong audience. If I were to develop this plan myself, I would not target solely men, but families in general. I would put the ads somewhere where everyone could see it, especially wives and mothers.

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Men tend to be passive about their health until they are being forced to do so. The team’s error was certainly a learning opportunity that will help improve future marketing campaign development, by forcing out of the box thinking. Evaluation Tools One evaluation tool that can be used in assessing the quality of the marketing campaign initially proposed in the case study, could be online surveys. Through the online surveys, the taskforce could ask questions to gauge how to further take action that would be the most beneficial in lowering the prostate caner rates. They could ask questions such as, “On a scale of 1-10, how likely are you as a man/is your husband to schedule your/his own health screening?” “On a scale of 1-10, how likely are you as a man/is your husband going to attend a health screening that was schedule by your wife?” And so on. Strengths and Limitations of Tools Strengths of online surveys are how quickly the taskforce will have access to the results, it does not cost any money to conduct, honesty through anonymity, and you can send them out via email blast to the local town. According to Sincero, some weaknesses of online surveys are absence of an interviewer, leaving people the opportunity to respond neutrally instead of definitely. Another weakness would be the inability to reach people who are inactive online, and also survey fraud, where people just click through the answers to get to the end of the survey (Sincero, 2012). Evaluation Plan If I were a part of the taskforce, I would suggest sending out the surveys before implementation of the marketing plan. I say this, because then we could gauge whom to

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target in the marketing plan, how successful it may or may not be, and know how to increase activity rate to our educational classes and screenings. Then once we receive the information from the surveys, we could integrate additional evaluation tools as we see fit to measure and ensure success. Presentation Finally, the most effective method to present the evaluation results would be via the use of pie charts. I chose pie charts, because according to Evergreen, if there are too many thin slices of pie, meaning too many things you are comparing, it can be difficult to understand the chart (Evergreen, 2014). But in this presentation, there would not be many slivers of pie at all, and evaluating the chart would be simple. There would be multiple pies for the different results. One pie chart would represent the survey participants in the town and their responses to about five or so questions. Another pie chart would represent how many people clicked on ads and received the newspaper with our advertisements, compared to how many people attended the educational classes, and how many made appointments for health screenings. There could also be additional charts for additional evaluation tools performed if needed.

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CASE STUDY ANALYSIS References Evergreen, S. “Pie Chart.” Pie Chart | Better Evaluation, 8 Oct. 2014 Retrieved from www.betterevaluation.org/en/evaluation-options/piechart. Sincero, S. “Online Surveys.” Pros and Cons of Web-Based Questionnaires, 16 Oct. 2012 Retrieved from https://explorable.com/online-surveys Southern New Hampshire University [SNHU] (2017). Case Study Analysis: Evaluation Guidelines and Rubric. Retrieved from https://bb.snhu.edu/bbcswebdav/pid-16449736-dt-content-rid53621634_1/courses/IHP-510-17TW5-MASTER/IHP-510%20Student

%20Documents/IHP_510_Case_Study_Analysis_Evaluation_Guidelines_and_Ru bric.pdf Southern New Hampshire University [SNHU] (2017). Case Study: Prostate Cancer Education Retrieved from http://snhumedia.snhu.edu/files/course_repository/graduate/ihp/ihp510/evaluation_case_stud y.pdf...