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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.
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.
Use 2 references and prepare the paper in a business format.

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