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Dancing in the Operating Room
This case presents an interesting example of when advertising campaigns can go awry when some simple steps are not followed. Rollin Dunston, the new marketing director, had joined the Buckstown Hospital after spending some time in the consumer product industry with relatively small companies. Having been directed to develop an advertising campaign and on a limited budget, Rollin decided to gather some people at the hospital and film a television ad with a local company in the hospital operating room. The community is a mid-sized city with a population base that skews slightly older, although it is undergoing a revitalization with younger individuals moving in because of the favorable housing costs and enduring a longer commute into Philadelphia. Rollin decided that he would use humor in his advertising campaign, no doubt as an approach to gain attention. He had actual doctors and nurses he knew participate in the advertisement. They were filmed in the actual operating room, dancing to a rather loud background song by a younger popular singer likely unknown to the older market segment in Buckstown.
The CEO did give Rollin approval to develop an efficient television campaign with little other direction. When the advertising campaign ran, there were complaints immediately from Board members. The key issue is where did this campaign go wrong?
Questions:
1. What parts of Rollin’s approach to developing this campaign could have been improved?
2. Was this an appropriate emotion to use?
3. Who was his target market?
4. If this was the first television advertising campaign for the hospital, would you begin with this message?
After reading the case study and chapter 12, answer each question that demonstrate your understanding of the case study problem and chapter 12.
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