Elysian Fertility and Surrogacy (C): Final Marketing Plan

Dr. Eliana Ramos, the clinical director of Elysian Fertility and Surrogacy in Sacramento, California, is making strategic decisions regarding her clinic's marketing investments to drive growth in the face of increasing competition. With an annual revenue of $10 million and a robust net margin, Elysian aims to optimize its $1.44 million marketing budget. Ramos and her marketing director, Susan Esposito, use the Galileo analytics platform to analyze marketing effectiveness and refine their strategy. The case unfolds in three phases, each set apart as a separate part of the case--Phase/Case Part A; Phase/Case Part B; and Phase/Case Part C--and each providing additional data that students use to create and adjust their marketing plans. The core challenge is to balance the marketing spend across digital channels to maximize ROI in an increasingly competitive market.