BUSI428 Case StudySullivan’s Island Medical University
Question Description
I’m working on a business case study and need an explanation and answer to help me learn.
Case Study: SullivanàIsland Medical University Assignment
You are the marketing officer at SullivanàIsland Medical University. Three employees work in
your department: you, the marketing director (your boss), and the marketing media officer. Your
responsibilities include overseeing all in-house communications. Currently, you are writing
articles about new residents who have just arrived at SullivanàIsland Medical University for
their surgical rotations. Your articles will be published in the in-house newsletter. The articles
about the new residents include their educational background and some personal information,
such as marital status, the names and ages of their children, and their hobbies. To prepare for
your interview with resident Patricia Gray, you Google her name and find her Facebook page.
The photos, captions, and comments on her page indicate that she is a big partier; in several of
the photos, she is obviously drinking alcohol. One photo shows her pouring her champagne on
the head of another woman. Another shows her holding a beer can in one hand and giving the
thumbs up signal with the other. She also uses profanity in her posts.
Write a position statement that addresses the following:
1. In your position as a marketer in a hospital, do you think Dr. GrayàFacebook page is an
issue that warrants your attention? Why or why not?
2. What are the ethical implications (if any) of Dr. Grayàonline posts to the organization?
3. Based on the reading, is there a brand identity concern? Why or why not?
4. How do you think the AMAàpolicy about physicianàuse of social media relates to Dr.
GrayàFacebook page?
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