Questions and Answers of Marketing Health Services

Why didn’t healthcare professionals consider marketing to be important until the 1980s?
What factors slowed the acceptance of marketing in healthcare?
Why do health professionals view marketing in a different way than their counterparts in other industries?
How do ethical and legal constraints affect marketing in healthcare more than in other industries?
What factors ultimately forced the incorporation of marketing into healthcare?
Why is today’s healthcare environment more hospitable to marketing and marketers than past environments were?
What indicators attest that marketing has matured as a legitimate function in the healthcare field?
Many healthcare organizations came to see the aging of the baby boom generation as an opportunity to expand their services. Regional Medical Center (RMC, a fictional organization on which this case
Why is it difficult to directly apply the marketing approaches used in other industries to healthcare?
Why do many health professionals have misconceptions concerning the nature of marketing, and what are those misconceptions?
What is the distinction between goods and services, and what are the implications of this distinction for healthcare?
What is the role of marketing as it relates to the levels of the healthcare organization (e.g., senior managers versus product line managers)?
Which components of healthcare marketing have health professionals been comfortable with historically, and which techniques are gaining more acceptance today?
What factors have contributed to the conversion of the patient into a consumer, customer, or client, and what are the implications of this conversion for marketing?
What characteristics of healthcare make the four Ps of marketing difficult to apply directly to the healthcare organization?
Like many healthcare organizations, Yale New Haven Hospital (YNHH) was being asked to do more with less when it came to marketing. Given its modest advertising budget and the area’s high media
What factors account for the different rates at which healthcare organizations have adopted marketing techniques?
How does the marketing of cardiology services by a hospital differ from the marketing of cosmetic surgery by a plastic surgeon?
In what ways are the approaches used by pharmaceutical companies to market prescription drugs unique to the healthcare industry?
In what ways does the marketing of individual health plans by insurance companies differ from the marketing of group insurance plans?
What marketing techniques were so routinely used by healthcare organizations that they were not recognized as marketing?
What role has technology played in the evolution of marketing in healthcare?
How has the healthcare industry progressed from an emphasis on sales to an emphasis on developing long-term customer relationships?
The growing racial and ethnic diversity of the US population presents a challenge for healthcare providers. Health systems that once provided one-sizefits-all care are now faced with patient
Southern Health Systems (SHS), a fictional organization, established a satellite hospital in a growing suburban area ten years ago. Since then, the hospital has become relatively successful. It has
The primary objective in analyzing any market is to determine the potential demand for a good or service being offered to that market. The market analysis typically determines the size and
What are some of the ways marketers define healthcare markets, and what determines how market delineation differs for types of healthcare organizations?
What are some of the bases on which markets can be delineated, and what determines which approach is used?
How can a start-up organization delineate a market in which it has no history?
What determines the geographic level (e.g., county, zip code, census tract) at which a market area should be delineated?
Why is it sometimes difficult to delineate a market area using standard political or administrative boundaries?
How can marketers identify unmet healthcare needs that may indicate an untapped market?
To what extent has the internet changed the way markets are organized?
What are the most salient demographic characteristics considered in profiling a population, and how may these traits differ according to the type of healthcare organization?
What arguments can be made for the use of psychographic analysis in healthcare marketing today?
Why is the ability to pay for healthcare an important factor to consider in a target market assessment?
What factors have prompted the transition from a mass marketing orientation to a target marketing orientation in healthcare?
In 2019, Ballistan—a fictional country based on a small Asian nation with a modern healthcare system and a strong economy—recognized that its healthcare system had features that would be
Many companies have developed employee health management programs to control their healthcare costs and maintain a healthier, more productive workforce. They are encouraging employees to identify
Why is everyone in society considered a potential consumer of health services?
Why did the healthcare industry not historically view customers or patients as consumers?
In what ways are healthcare consumers different from consumers of other goods and services?
In what ways are healthcare consumers similar to consumers of other goods and services?
How are different healthcare customers distinguished from one another (e.g., patients, clients, end users, enrollees)?
What are some examples of institutional customers for healthcare goods and services?
Why do healthcare organizations often have a much wider range of customers than organizations in other industries?
What are some of the dimensions along which the market for health services can be segmented?
What are the major steps in the decision-making process for healthcare consumers, and how do these steps differ from the process in other industries?
During the 1980s, some enterprising healthcare professionals saw the need for an alternative to the traditional physician’s office. While they conceded that many patients desired a long-term
Why were healthcare organizations not concerned about carefully defining their products in the past?
What makes healthcare products difficult to clearly define?
What are the distinctions between healthcare goods and services, and what are the implications of these distinctions for marketing?
How do the challenges involved in marketing health services to consumers differ from the challenges involved in marketing products to healthcare organizations?
In what ways is the complexity of the product mix of large healthcare organizations a challenge for marketers?
Given the complexity of a hospital’s service offerings, what dangers exist with regard to marketing services at cross-purposes (e.g., simultaneously marketing the urgent care center and the
What is service line management, and what are the pros and cons of using a service line management approach in healthcare?
During the last quarter of the twentieth century, behavioral health services emerged as an important sector of the US healthcare system. This umbrella term covered many conditions, including
Why is demand in healthcare a complicated issue, and what are some components that might contribute to the level of demand?
What is the difference between healthcare needs and healthcare wants, and to what extent do the two overlap?
Why is the correlation between demand and utilization imperfect?
What are some demographic factors that influence demand?
What role do psychographic or lifestyle factors play in influencing demand?
Why may the mere presence of health services increase demand?
Can demand for health services be created?
What is the role of health insurance in determining demand?
Why do patterns of utilization vary widely from community to community when the communities generally share the same characteristics?
A major hospital system in a medium-sized southern city conducted a comprehensive community health needs assessment in compliance with the ACA. In conducting the assessment, the analysts discovered
How did the rise of scientific medicine contribute to the improvement of Americans’ health?
How did the rise of scientific medicine create barriers to the promotion of good health?
How did the field of medicine expand and establish a growing influence over American life?
What factors contributed to the shift from an emphasis on medical care to an emphasis on healthcare?
How did changes in population characteristics contribute to the changing nature of health problems?
What were some of the implications for marketers of changing health characteristics?
How did lifestyle contribute to changing morbidity profiles?
What factors led to the emergence of the population health movement?
How does the population health approach differ from previous approaches to community health improvement?
How does marketing need to change its approach to adapt to the population health model?
In the early days of healthcare marketing during the 1980s, a major hospital in a southern city began to address the need for marketing. Despite the interest of some administrators in this function,
A world-class orthopedic practice affiliated with a large private hospital had dominated a regional market of one million residents for a number of decades. The hospital counted on the practice for a
A faith-based clinic embarked on the development of a strategic plan to guide its operations over the next five years. As part of the process, the planning team conducted a SWOT analysis. This
A hospital management company acquired a 150-bed general hospital in a medium-sized city in the southeastern United States. Although the company had little knowledge of the local market when it
One example of a successful branding initiative is the one developed by the Cleveland Clinic Foundation in Cleveland, Ohio. The outcome of its efforts demonstrates what branding can do for a
What are some of the different functions that a strategy performs for an organization?
What is meant by “the absence of an articulated strategy does not mean that no strategy exists”?
What is meant by “acts of commission or omission ultimately create a strategy, and even the absence of a strategy could be considered a strategic approach”?
How should an organization’s marketing strategy be linked to its strategic plan?
What types of strategies might an organization use, and what determines the best type of strategy for a particular situation?
What are some ways in which the product and market interface during strategy development?
What is the relationship between strategy development and the four Ps of the marketing mix?
What determines which of the four Ps is most relevant to strategy in a particular case?
Why is a branding strategy not universally employed by healthcare organizations?
Under what circumstances does a branding strategy work best?
To determine the perceptions of high-risk populations with regard to obesity and its causes and remedies, four town hall meetings were convened by a consortium of healthcare organizations in
Why should communication be considered more important in healthcare than in any other field?
Why is effective communication often absent in healthcare settings?
What are the different levels of communication, and what are the implications of each level for addressing health-related issues?
What roles does communication play in healthcare beyond simply conveying information?
How does the nature of the target audience affect health communication efforts?
What are the effects of low health literacy for populations that suffer disproportionately from health problems?
What are some of the theories that guide the development of health communication initiatives, and how does each theory influence the nature of communication?

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