Your hospital wants to start a new “annual health testing service geared to executives” product line. As vice president of marketing, how would you organize the marketing function for this new program? What obstacles might you face? Who would you need to get involved to make the program a success? How would you evaluate this new service (in both economic and noneconomic terms) after it has been rolled out?

Your hospital wants to start a new “annual health testing service geared to executives” product line. As vice president of marketing, how would you organize the marketing function for this new program? What obstacles might you face? Who would you need to get involved to make the program a success? How would you evaluate this new service (in both economic and noneconomic terms) after it has been rolled out?

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