During the research and elaboration of this paper the following two research questions were defined: How can the Profolio assessment tool be optimized in order to meet the expectations and needs of the target market? And Which marketing strategy can S&B Institution implement, in order to optimally position itself in the health care sector? Market opportunities, risks and strengths and weaknesses of the product should be clarified. The goal of this bachelor thesis is to draw a snapshot of the current situation on the health care sector and formulate recommendations for the S&B Institution.

In order to identify a suitable target market, a workshop was conducted with S&B. The methods used to gather information and formulate the recommendations include secondary research, which is conducted for the literature review, followed by the market description. Moreover, seven interviews with HR-employees in Swiss hospitals were conducted, transcribed and evaluated to better understand the market and their needs as primary research. Porter's five forces model was employed to conduct the market analysis. The marketing strategy is based on Hollensen (2020) and includes a SWOT analysis.

The healthcare market presents a favorable environment for the implementation of tools. A most striking finding to improve Profolio, and a possible unique selling point is, that Profolio should provide a more detailed result page. Furthermore, there is a requirement for tailored recommendations for users, based on their scores. This could be accomplished by the adaption of a redefined algorithm and the possible inclusion of artificial intelligence. Profolio should focus on product differentiation and entre the market with a test run. It can be used to gather more feedback on the future version of Profolio and further encourage its differentiation to the competition. The test run also serves as a marketing tool, since it can be used to build a relationship with potential customers. We recommend an undifferentiated (mass) marketing approach, where all customers would receive the same advertisement, communication and product. This allows S&B Institution to enhance their reach while limiting their marketing costs. Furthermore, we suggest that the S&B Institution conducts a test run for the Profolio location assessment tool to introduce and further adapt their product on the market.