Read the LearnScape Scenario Transcript that is uploaded as an attachment.
In this scenario, you will play the role of a marketing consultant who meets with Bright Road staff members to
gather information about their patient demographics, and then analyze the functionality and utility of the Health
Care Systems’ Personal Health Record, a resource provided to their patients.
Using this information, you will make a recommendation on how to improve the functionality and utility of the
Personal Health Record.
Directions
Your client wants you to critically evaluate the functionality and utility of their current Personal Health Record
product, and then formulate recommendations on how best to strengthen both so that it fully meets the needs
and expectations of key stakeholders. While you are being retained as an external marketing consult to provide
your expert opinion on how Bright Road can strengthen their Personal Health Record product, they would like
your recommendations with supporting rationale. Make sure to do the following:
Critique organizational internet marketing strategies to ascertain alignment with a firm’s directional strategy.
Evaluate product design in terms of functionality, promotion, and consumer utility.
Sample Solution
