Briarwood Medical Center is located in an area where its competitors are located, in close proximity to the hospital. Susan Daniels, marketing manager for Briarwood Medical Center, has struggled with this issue, and although it is close to Crestview Hospital, her goal is to make herself known to users in the community, which will increase Briarwood's presence in the market. Susan is trying to find a new way to market the hospital when an opportunity to improve her current marketing routine unexpectedly presents itself. Although he believes this is a great opportunity to advertise the hospital via billboards near the hospital, he faces opposition from CEO Michael Anderson, who finds billboard advertising expensive and finds this method ineffective. The lack of support from the CEO puts Susan in a difficult situation where she may not be able to get the billboards. Keywords: billboards, competition, marketing Missed Opportunities Briarwoods, Chief Marketing Officer, tried to find a way to attract more customers to the Hospital. Suddenly Susan was presented with the prospect of being able to advertise the hospital through the use of billboards, an opportunity which she jumped at. This was the opportunity they had been waiting for to improve their current marketing techniques. Although he sees the benefit of billboards and has data to support his rationale for billboards, the CEO is against this form of advertising. Billboard advertising is expensive, however the increase in customers they can get from advertising will increase their revenue and offset the cost of the billboards, but trying to convince the CEO was futile. Billboard Placemen...... middle of paper.. ....the hospital chooses not to implement search tools will not be able to understand how it compares to the other hospital, which will be unfavorable to their success. Conclusion The competition between Crestview and Briarwood is huge so it is imperative to monitor each other's marketing tactics. Briarwood has already lost an ideal way to advertise and will now have to work harder to attract new consumers. While it may seem like Crestview has an advantage over Briarwood, their billboard location may prove useless over time as it is closer to Briarwood rather than their physical location. Subsequently, these hospitals are so close to each other that they will continue to evaluate each other's marketing techniques using available tools that will help them increase consumers and grow in the healthcare industry.