This scenario is as follows: The main Urgent Care Facility within Bright Road Health Care System has experienced a marked decrease in patient satisfaction. As a marketing consultant, you will evaluate patient survey results and meet a couple of staff members. The patient experience evaluation elements include clinical, process, and environmental components. Based on this information, you will recommend operational changes, if appropriate.

This graded activity is designed to familiarize you with concepts typically associated with strategic marketing to include, but necessarily limited to: marketing analytics and qualitative research.

To aid you in successfully completing this assignment, you might consider using scholarly and credible sources to lookup topics related to marketing analytics and qualitative research in marketing. Additionally, you may want to consider topics associated with achieving optimal return on investment (ROI); predictive marketing analytics; identifying, analyzing, and interpreting qualitative data via surveys, focus groups, interviews, and projective techniques; and coding, categorizing, and theming consumer opinions to drive and supporting marketing decisions. This is neither intended nor to be construed as an all inclusive listing of topics related to this assignment, but may serve as a good starting point for your review of the existing literature.

Your client wants you to critically evaluate the declining consumer satisfaction scores by analyzing the data and speaking with key staff members, and then formulate recommendations on how best to reverse these negative trends. More specifically, Bright Road would like you to address the following in your recommendations:

A service delivery gap analysis and how to create customer value at the urgent care facility.
The role of the frontline personnel and their role in high quality service.
Specific suggestions on how to improve the total patient experience at the urgent care facility.
While you are being retained as an external marketing consult to provide your expert opinion on how Bright Road can strengthen the patient satisfaction ratings in their Urgent Care Facility, they would like your recommendations with supporting rationale EMAILED to the Director of the Urgent Care Facility.

The initial posting should be prepared as a Microsoft Word document, and then attached to the unit discussion thread. There is no minimum or maximum in terms of the word count; however, the response should explicitly address all required components of this discussion assignment. The document should be prepared as a practical business deliverable (single-spaced) and reflect higher-level cognitive processing (analysis, synthesis, and evaluation). 

Support the initial posting with at least 3 references of credible or peer-reviewed sources. The in-text citations and the list of references should be consistent with the APA writing style (7th ed.). To earn the maximum number of points for the initial posting, the overall quality of the writing should be consistent with that expected of a graduate student and industry professional.