Hospital Facebook Page Plan: Marketing and Feedback Strategy
This paper presents a management plan for developing and deploying a Facebook business page for a hospital. It outlines the strategic objectives behind the initiative — including increasing brand awareness, gathering customer feedback, and expanding the hospital's patient base — while addressing risk management considerations such as decoupling the page from internal patient databases. The paper covers the full project lifecycle: conceptual design informed by competitor analysis, development and deployment options, marketing costs, and promotional strategies including flyer distribution and viral video sharing. It concludes that a Facebook page represents an affordable, low-risk channel for improving customer engagement and feedback collection.
- Introduction and Strategic Objectives: Hospital's goals for launching a Facebook page
- Facebook Business Pages Overview: How businesses use Facebook pages
- Risk Management: Mitigating data and infrastructure risks
- Development and Deployment: Design, build, and launch process
- Marketing: Benefits, Costs, and Promotion: Costs, tools, and promotional campaign plan
- Conclusion: Summary of Facebook page benefits
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What makes this paper effective
- The paper grounds each recommendation in concrete, real-world examples — such as CHOC Children's Hospital and City of Hope — giving abstract strategic claims practical credibility.
- It demonstrates cost-consciousness throughout, providing specific dollar figures (e.g., $50 for Constant Contact, $350 for promotional flyers) that make the proposal actionable and realistic for a budget-aware institution.
- Risk management is addressed proactively and briefly, anticipating concerns about patient data security before critics can raise them — a sign of well-rounded professional writing.
Key academic technique demonstrated
The paper applies a structured business proposal format, moving logically from strategic rationale through risk assessment, technical planning, and marketing — a technique known as end-to-end feasibility argumentation. Each section builds the case incrementally, so the conclusion feels earned rather than asserted.
Structure breakdown
The paper opens with management objectives and a brief overview of Facebook business pages, then pivots to risk mitigation before detailing the development lifecycle. The marketing section is the most developed, covering benefits, itemized costs, and a promotional campaign plan. The conclusion synthesizes the argument in two concise sentences. The structure mirrors a real internal business proposal, making it a useful model for professional and academic writing in applied business contexts.
Introduction and Strategic Objectives
Management plans to host a Facebook page in order to increase awareness of hospital activities and programs, further profile hospital staff, share health articles, and obtain customer feedback. Customer feedback represents a core objective of the hospital for establishing a Facebook page. Black (2011) writes, "Understanding what your customers think… can not only help you improve quality, but can also give you insights so you can diversify your offerings." Management also intends that the Facebook page act as a micro-site, increase the hospital's customer base, augment brand loyalty, and stimulate customer referrals (MarketCure, 2012).
Planning includes the following action points:
— Establish a Facebook page design with an appropriate business and hospital tone.
— Perform market research to determine customer-preferred Facebook design, and survey patrons to acquire feedback on the most desirable features to be incorporated.
— Deploy and manage the Facebook page.
— Promote the Facebook page according to measurable goals.
Facebook Business Pages Overview
Facebook business pages provide a channel for a business to collaborate and interact with its customers or clients. Many corporations host Facebook pages to increase exposure of their brand, services, or products. Facebook pages present a wide array of ways "businesses interact with their customers and promote their company," such as forum or community creation, word-of-mouth marketing, business hours listings, press releases, employee recognition, announcements, coordination of special events, contests, and email newsletters (Socialmediatoday, 2012).
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