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marketing health services

Questions and Answers of Marketing Health Services

What are the sources from which healthcare consumers receive information, and how does the nature of the source influence the acceptance of information?
What barriers prevent effective communication of health information?
What are the steps in the process of developing a communication plan?
After the US Food and Drug Administration relaxed its rules on mass media advertising of prescription drugs, pharmaceutical companies began to engage in direct-to-consumer marketing. Rather than rely
During the mid-1990s, a social marketing program was implemented to increase enrollment and improve customer and employee satisfaction with the Special Supplemental Nutrition Program for Women,
Many people who might benefit from hearing aids do not wear them. Further, those who might benefit from surgery are even more unlikely to present for treatment. Among adults aged 18 years or older
What role does the nature of the product play in determining the promotional vehicle to be used?
How important is the culture of the community when choosing a promotional technique?
Why is PR often a preferred form of promotion for healthcare organizations?
Can it be argued that a major function of promotional activities in healthcare is educating the healthcare consumer?
Why do many health professionals and even members of the general public resist the idea of using advertising to promote health services?
What steps are involved in the personal sales process, and under what circumstances is personal sales the most effective promotional technique?
What is the difference between a push and a pull approach in the context of sales promotion?
What developments in healthcare have encouraged the use of direct marketing?
What are the pros and cons of using different print media?
What are the advantages and disadvantages of using electronic media as opposed to print media?
What factors are encouraging the growing emphasis on integrated marketing among healthcare organizations?
Meridian Medical Center (MMC) was a 100-bed hospital located in a suburb of a medium-sized city. In its 40 years of operations, it had undergone several changes in ownership and was currently an
SouthCoast Hospital operated 240 licensed beds, 30 of which were devoted to inpatient rehabilitation. The rehab facility was located in a separate building and primarily provided services to patients
The Customer Potential Management Marketing Group (CPM) was a pioneer in applying CRM to the cardiology market. This company developed a program for three hospitals that were part of a national
In partnership with Cisco Systems, Palomar Pomerado Health in San Diego, California, was able to hold a grand opening three years before it started operations by creating a simulated version of the
What marketing or healthcare factors are encouraging the adoption of contemporary marketing techniques?
In the pharmaceutical industry, why is direct-to-consumer marketing a radical departure from traditional approaches to marketing?
What developments in healthcare have encouraged the growth of business-to-business marketing?
In what ways can healthcare organizations use customer databases?
What factors have influenced the trend toward establishing long-term relationships, as opposed to securing an immediate sale from the healthcare consumer?
Why are healthcare marketers cautious about using patient data or even applying technology-based marketing techniques?
As internet marketing has matured, how have healthcare marketers taken advantage of it?
Why has consumer engagement become such a concern in healthcare, and what is the marketer’s responsibility in promoting it?
When the legal age for donating blood in Virginia was lowered from 18 to 16, Virginia Blood Services (VBS) began to explore new methods of communicating with potential donors—particularly
Hello Health, a Brooklyn, New York–based primary care practice, is a virtual concierge service that eschews the limitations of insurance-based medicine. It is popular and successful, largely
Define social media. How does social media marketing differ from traditional marketing techniques?
What are the attributes of social media that account for their widespread popularity?
What types of healthcare organizations have most rapidly incorporated social media into their marketing efforts?
What are some of the barriers to applying social media to healthcare issues and activities?
What are the common types of social media, and how do they differ from each other?
Why is the notion of user-generated content attractive to users of social media?
How have social media shifted the control of information away from traditional gatekeepers of information to the consumers of information?
Why is a social media strategy important, and what factors need to be considered in developing such a strategy?
What ethical issues are raised when health-related information is shared on social media?
Southwest Regional Medical Center (SRMC) believed it could boost its orthopedic presence by establishing a service line called the Orthopedics Center of Excellence. To support the center, SRMC
Why is the careful planning of a marketing campaign considered so important?
What is a marketing brief, and why is it important to the marketing process?
What role might the marketing agency play in developing and implementing the marketing plan?
How active a role should the healthcare organization play in the marketing process if the actual marketing activities are outsourced?
What departments are usually included in a marketing function, and what responsibilities do they have?
What indirect costs must an organization factor into its marketing budget?
Why is strong marketing management probably more important in healthcare than in other industries?
In what ways are process evaluation and outcome evaluation in healthcare somewhat different from those in other industries?
Why should marketers use a variety of means to evaluate a marketing campaign? To evaluate different marketing techniques?
Why is measuring ROI more of a challenge in healthcare than in other industries?
Southeast Orthopedic Clinic (SOC) had long been the premier orthopedic practice in a midsize southern city. Over time, however, competition had become increasingly fierce, and concerns were growing
On the advice of a marketing consultant, a network of faith-based clinics opened a new clinic in a low-income community. This community had once received widespread acclaim for its level of home
What developments have made marketing research increasingly important in healthcare?
In what ways has the scope of marketing research in healthcare broadened, and what accounts for the expanded scope?
What is the explanation for the growing influence of market research on the decision-making process in healthcare?
What are the relative advantages and disadvantages of primary research and secondary research?
Why has most research in healthcare been descriptive rather than causal or predictive?
What are the relative merits of quantitative and qualitative research, and why are both important to marketing researchers in healthcare?
How has contemporary technology improved the effectiveness of marketing research in healthcare?
What are the advantages of using more than one method to research a topic?
Southern Neuroscience Center (SNC) completed a strategic plan and set this goal: to be recognized as the premier neurological specialty group in the region. To that end, SNC developed a marketing
SouthCoast Institute, a rehabilitation hospital, perceived an opportunity to expand its outpatient capabilities. Among SouthCoast’s options was to develop an aqua therapy program that would
In what ways does marketing planning differ from other types of planning in healthcare?
What determines the organizational level at which planning should occur?
Why do planners need to state assumptions not just on the front end but throughout the campaign?
What types of data are generated through an internal audit? An external audit?
Within the planning context, what are the differences between goals, objectives, and actions?
Given that it may not be possible to pursue all possible marketing objectives, how may planners prioritize them?
In 2014, SunCoast Hospital began exploring the possibility of locating a satellite hospital in a fast-growing suburb next to its service area. SunCoast’s marketing department was given the task of
For strategic planning purposes, Mountain View Hospital needed to determine the morbidity level of its service area population and estimate the health services demand that these conditions would
Why has the healthcare industry not developed data clearinghouses and nationwide sources of market data, as other industries have?
Under what circumstances might primary rather than secondary data need to be collected?
What are the disadvantages of using the decennial census as a data collection method?
Why are registration systems and administrative records important sources of data for healthcare marketers?
What function does the NCHS serve, and why is it an important resource for healthcare marketers?
Under what circumstances do marketers need to access synthetic data generated by government agencies or commercial data vendors?
Why do healthcare marketers frequently use health data generated by state agencies?
What are the advantages of accessing health data online?
In what ways is healthcare marketing now considered part of corporate operations?
Where is healthcare marketing today, and what are some of the changes that have occurred in the past five years?
What are some of the current trends in the industry, and what are their implications for the future of healthcare marketing?
How is marketing uniquely positioned to address some of the challenging aspects of contemporary healthcare?
What developments indicate that marketing is becoming more of a core function in healthcare organizations?
What responsibilities do marketers have in promoting the field of marketing to internal customers in their organizations?
How can marketers respond to areas of growth or opportunities?

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