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The CEO of Bright Road Health Care System
In this simulation, you meet with the CEO of Bright Road Health Care System to discuss her concerns about the relevancy of their online resources, given the large Gen Y population the hospital serves, and the projected increase of Gen Z populations in that area. You will work with the Marketing Director of Bright road to learn about their current online and social media resources and utilization information. Using this information, you will then make recommendations to the CEO about how to improve online presence.
Sample Answer
This is an excellent, real-world strategic challenge. To effectively advise the CEO of Bright Road Health Care System, you must first gather specific data from the Marketing Director about their current digital ecosystem and then present actionable recommendations tailored to the preferences of Generation Y (Millennials) and Generation Z (Zoomers).
1. Interview Outline for the Marketing Director
The initial meeting with the Marketing Director should be highly focused on quantitative performance and qualitative content strategy, specifically through the lens of younger demographics.
Area of Inquiry
Key Questions to Ask
Rationale (Gen Y & Z Focus)
Website & SEO
What percentage of site traffic is mobile vs. desktop? What is the site's average load time? What are the top 5 entry pages?
Both generations are mobile-first. Site speed and mobile optimization are non-negotiable.
Social Media Presence
Which platforms (TikTok, Instagram, YouTube, Facebook, LinkedIn) are currently active? What is the average engagement rate (likes, shares, comments) on each? What is the content mix (educational vs. promotional)?
Gen Z primarily uses TikTok, YouTube, and Instagram for health info; Gen Y uses Facebook/Instagram. Engagement is key over follower count.
Functionality
Do you offer online appointment booking, patient portal access, and telehealth options? If so, what is the utilization rate for each?
Both generations prioritize convenience and digital self-service. Low utilization signals poor user experience (UX) or lack of awareness.
Strategic Recommendations for the CEO 🚀
Based on the known digital habits of Gen Y (28-44) and Gen Z (13-27), here are the key recommendations to improve Bright Road's online relevancy.
A. Digital Strategy & UX: Convenience is King
1. Go Mobile-First for Everything.
Recommendation: Conduct an immediate Mobile-Optimization Audit of the main website and patient portal. Ensure the experience is flawless on smartphones, as both Gen Y and Gen Z primarily access health information on mobile.
Actionable Feature: Implement text-based appointment reminders and automated communication (vs. phone calls or emails), as this is the preferred communication method for quick, non-personal interactions.
2. Overhaul Online Booking and Telehealth Access.
Recommendation: Integrate a unified, seamless online scheduling platform directly on the website's homepage, allowing patients to select a provider, see real-time availability, and book without needing to call.