...Communication Paper XXXXXXX HCS/490 HEALTH CARE CONSUMER - TRENDS AND MARKETING March 16th, 2012 Carol Sweigert Communication Paper The intent of this paper is to ascertain one specific mode of communication used by consumers and healthcare providers. The communication modality that was chosen was electronic medical records (EMR’s). This paper will first define what an EMR is, then list and discuss several different modality aspects (as it pertains to EMR’s) to include, benefit to the patient and how the EMR differs from other modes of communication. In addition, this paper will explain one reason why the EMR is an effective means of communication between consumers and providers, as well as review the importance of maintaining patient confidentiality when using the EMR. This paper will conclude with how the media and social networking change communication in heart care. The goal of any healthcare organization worth its salt; is to ensure that the continuum of quality care is being adhered to within the ever changing realm of technology as it applies to healthcare. In order to ensure organizational success, it is necessary for any and all healthcare organizations to first acquire a basic understanding of the benefits and challenges of technologically based communication modality such as Electronic Medical Record (EMR) . (Personal communication, March 1, 2012). Electronic Medical Record (EMR) According to Ovid Technologies, Inc. (2000-2011), Electronic medical...
Words: 833 - Pages: 4
...Health Care Marketing Reflection Christine Cazares HCS/539 April 4, 2016 Andrea Linder Health Care Marketing Reflection In recent years, hospitals have relied on marketing strategies through newspapers, letters, or television. Currently, the new word of mouth is social media on how organizations such as hospitals, spread the word. This paper will examine the current health care marketing techniques used for social media. Included in this will be how the marketing is used, the author's opinion on the marketing techniques for social media, how social media affects the consumers, and if social media within healthcare as a positive or negative effect. Health Care Marketing Techniques and Trends Marketing is using social media as an outlet for word of mouth. By using social media conversations are not face to face, they are now one too many. Which is beneficial to many organizations. People are trying to take their health serious now and receiving information from online platforms and referrals by others. Social media is used to promote referrals and improve health care to current and future consumers. Promoting health care through social media can be done through many different pages and websites for potential patients and present ones. Consumers are modernized these days and have become tech savvy and want to know more about their health and future health needs. Customers are searching the web for information on health care before making...
Words: 742 - Pages: 3
...Health Care Marketing Reflection HCS/539 November 11th, 2011 Martha Owens Health Care Marketing Reflection Introduction A successful health care organization in today’s current economy relies on a number of aspects in order to stay in competition with other organizations both familiar and new. One of the larger important aspects of these organizations is marketing. This paper covers one particular organization Community Hospital of Monterey Peninsula, or CHOMP. At Community Hospital of Monterey Peninsula, their marketing and communications department works hard to ensure that the strategic planning, marketing, and communication of the hospital are held to a high standard of quality. The department sets goals to be collaborative and provide the best customer service. This paper will look at the current techniques and strategies used by this department, how it affects consumer trends, and the positive/negative affects these techniques have on those employed. Current Health Care Marketing Techniques and Trends According to the Mary Barker, Director of the Communication and Marketing Department at CHOMP, there used to be this feeling that marketing was nothing more than advertising which many in health care frowned upon. I understand why this used to be the feeling, for when deciding to get into a career in health care I thought primarily about helping patients. I do not believe I ever saw health care or hospital services as something that...
Words: 1001 - Pages: 5
...Current Healthcare Marketing Techniques Marketing has been around for a long time and continues to change with current times. Through the use of the internet alone, there are many types of marketing being used in meaningful ways. Current techniques affect consumer trends in many ways. There are also many positive effects, as well as, negative effects due to current techniques and trends. Types of health care marketing techniques are social media and using search engines to promote healthcare related topics, issues, brands and more. By the use of social media such as Facebook, Twitter, and YouTube are used to create relationships between healthcare providers and patients. Health care professionals are able to provide customer feedback establish trust with patients and consumer (Lawson, 2011). Social media also provides important news to spread to a broad audience that more than likely will share with their friends (Lawson, 2011). Social media such as YouTube, Facebook, and Twitter have little to no cost. Another type of marketing technique is by use of search engines such as Google, Yahoo, and Bing are popular because healthcare organizations can advertise their ads easily. In an era like now where many people rely on the internet to give them solutions, these search engines will point patients and consumers in the right direction to find their solution. Current health care marketing techniques and trends are smart and creative. They find more direct approaches to...
Words: 789 - Pages: 4
...Health Care Marketing Reflection Essay According to Berkowitz (2006), “marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” In the hospital setting marketing may vary from the focus of the patient or the physician. The two parties are important in the assistance of the company continuing its revenue growth. Upon entrance to the medical facility the patient must have the proper insurance or the proper form financial resources to pay the cost any services provided by the medical staff. On the other hand the medical staff which, includes the physician, nurses, therapists, and social workers must have the knowledge and skills to provide the appropriate care to meet the patient needs while hospitalized in the facility. Health care systems utilize some form of advertising strategy to encourage potential patients to enter their facility for their medical needs. In many hospital settings one of the primary marketing strategies used is the promotion of positive patient experience. Ensuring a positive patient experience is a technique used to gain the patients confidence and trust with the medical staff and facility. Many large hospitals have trusted in the media and Internet for medical information for their current and future patients. This is used as a form of marketing because of the easy accessibility for all age groups....
Words: 719 - Pages: 3
...What Is Next in Air Care Scent Trends? Article | 18 Aug 2011 Fragrance developments have moved air care from the functional to the emotional, but what does that mean for future trends in scent? Air Care No Longer a Cover Up Not so long ago, the primary if not only function of air fresheners was to mask unpleasant odours, but clever marketing over the last decade has brought a complete change in consumer perceptions of the category's purpose. As home care manufacturers came to recognise the competitive advantage of offering new and unusual fragrances in their ranges in order to drive sales, scent innovations brought about more experiential and complex fragrances, resulting in a shift in focus for the entire air care category. Consumers no longer turn to air care products only when there are nasty smells to be removed or masked; they now buy into the category when they want to enhance the environment in their homes. A category that once could have been considered almost a commodity used only out of necessity has been subtly transformed into a category deeply connected to consumers' emotions. The scent of success Although one of the most expensive ingredients in any home care product, fragrances are worth manufacturers' investment in terms of time and money as they are extremely important to a product's success. A unique scent can be a powerful differentiator, giving a product the edge in an otherwise saturated market. Fragrance is a crucial factor in the consumer's final...
Words: 2859 - Pages: 12
...Communication Paper HCS 490 Communication Paper “With the widespread use of electronic e-mail communication, health care experts are increasingly interested in employing newer technology to improve and lower the costs associated with medical care” (Zickmund & et. al, 2008). Good characteristic of health care depends on the health care provider’s ability to correspond effectively diagnosis and care for, in addition to providing proper health education information. Written and verbal communications have been customarily the principal means for sharing health information. Modern technology, such as Internet functions for communication among health care providers and patient are rising as a different feasible possibility for patient communication. E-mail has taken on importance as a form of communication that is accessible to consumers and health care providers. The use of e-mail by health care providers’ permits him or her to follow-up patient care. E-mail establishes a written documentation that eliminates uncertainty about what information the health care provider wishes to share. E-mail can give support to the health care delivery procedures by permitting written follow-up instructions, test results, and educational materials for patients, in addition to, a way for patients to reach easily his or her physician on n0n-emergency health questions. At the same time, concerns of privacy, confidentiality, and security must be dealt with to make sure the efficacy and effectiveness...
Words: 807 - Pages: 4
...Health Services Strategic Marketing Valerie Grant Strayer University HSA 505 Dr. Gwendolyn Francavillo October 23, 2011 The Patient Protection and Affordable Care Act, otherwise known as health care reform or the Patient’s Bill of Rights, was signed into law by President Barack Obama in March 2010. The law has generated much discussion and concern on the part of all stakeholders. The Patient Protection and Affordable Care Act (PPACA) is a federal statute that was signed into United States law by President Barack Obama on March 23, 2010. This act and the Health Care and Education Reconciliation Act of 2010 (signed into law on March 30, 2010) made up the health care reform of 2010. Determine how this Federal law will affect market-driven and non-market driven decisions. This Federal law will affect market-driven decisions by controlling costs through competition. Providers have to compete by offering better services at lower prices and finding ways to economize and make their products and services attractive. If they can’t attract customers, they go out of business. This process helps make sure that they get the best value. Americans trust the market process when they buy food, clothes, computers, and even other insurance policies. Most intuitively understand that having individuals making choices – rather than the government making choices on their behalf – is a better way to control costs and ensure that they get the quality they want. The PPACA will affect...
Words: 1769 - Pages: 8
... | | |Health Care Consumer: Trends and Marketing | Copyright © 2010, 2007 by University of Phoenix. All rights reserved. Course Description In this course, students will have the opportunity to examine the traits, trends, and needs of today's health care consumer. Students will examine current consumer information for readability, implications for the selection of products and services, and differentiation of health care web sources. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations: Building a customer-driven health system. San Francisco, CA: Jossey-Bass. All electronic materials are available on the student website....
Words: 2200 - Pages: 9
...Marketing Strategy for Today's Healthcare Brock Ewings HCS/539 January 24, 2012 Debra Schrager Marketing Strategy for Today's Healthcare The healthcare industry has grown to become a headline frontrunner in America. With intense political attention and worsening economy, competition in healthcare has grown to an ultimate high. Healthcare providing organizations, large and small, are stepping up marketing campaigns immensely to gain public recognition and utilization of services. Competition in marketing is no longer for car dealerships that draw consumers in for a test drive, but healthcare organizations such as hospitals, clinics, and specialty centers are starving for attention and preying on the ailing Americans. America’s health and wellness is declining and it is clear to see with child obesity and an aging population causing media stir daily. The need for hospital care has never been greater. So how are organizations competing for their own slice of the illness pie? Through increased marketing strategies inclusive to radio, television, billboards, and the World Wide Web, organizations are luring the public in to fill their beds. There are many questions to be answered on the subject. What are current marketing techniques? Are these techniques affecting consumer trends? Finally, how is this affecting the healthcare worker? Current Marketing Techniques There is only one word used by healthcare organizations to describe the care they provide, their facility...
Words: 1182 - Pages: 5
...STUDENT MARKETING PLAN FOR “All Natural Shampoo” Table of Contents: 1. Background * Executive Summary * Company Description 2. Strategic Focus and Plan * Mission/Vision * Goals * Competitive advantage 3. Situation Analysis * SWOT Analysis * Industry Analysis * Competitor Analysis * Company Analysis * Customer Analysis 4. Market – Product Focus * Marketing and Product Objectives * Target Markets * Points of Difference * Positioning 5. Marketing Program * Product Strategy * Price Strategy * Promotions Strategy * Place Strategy 6. Financial Data and Projection * Break- Even Analysis 7. Organization 8. Implementation Plan 9. Evaluation 10. Appendices 1. Background Executive Summary/Company Description In 2009 the personal care industry is evolving at its highest rate. In fact, today’s societies put emphasis on their appearances which, more now than ever, represents a strong judgmental basis. Within this industry is a market that occupies a strong place: the hair care market. Just as consumers worry about their skin, they also worry about their hair. In brief, this particular market consists of shampoo, conditioners and styling agents. The largest subsector within hair care is shampoo, which is also experiencing a sector growth since 2003. Under such circumstances, the present marketing plan will focus particularly on All-natural Shampoo. It...
Words: 6375 - Pages: 26
...Conversation Starter Lachele Taylor HCS/490 Human Resources in Health Care Consumer Trends and Marketing August 27, 2015 Adreon Fenderson, Professor In today’s society, we live in a modern technology trend. Mainly, to survive in this evolving world, generally, everything is based on Capital. In order to live a productive lifestyle, it requires education, wellness, finances, and persistence. In order to be successful driven, collaboration of a system should consist of planning, organizing, and generate an action. In health care, marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and service to create exchanges that satisfy individual and organizational objectives”. (University Of Phoenix, 2011, para. The Meaning of Marketing). It also mentions, these “basics are to use a quality system where metrics are defined and where physicians follow agreed-upon clinical protocols, and are aligned with the organizations that manage the defined patient population.” This strategic marketing process consists of relationships. The “important stakeholders, environmental factors, and society at large”. (University of Phoenix, 2011, para. The Strategic Marketing). To maintain its core value the approach must follow an external-to-internal method, according to the chapters. Understanding the consumer has many factors: marketing research, buyer behavior, market segmentation, developing customer...
Words: 491 - Pages: 2
...statistical characterization of a population. Demographic trends are patterns in demographics that change over time these patterns include, but are not limited to immigration and emigration, age, gender, socio-economic status, employment, religion, and general health. The article entitles “The Next 25 Years - American Demographics" discusses in particular three of these trends as they related to changes in the American population. The trends discussed in this article are increases in immigration, ethnic diversification, and the aging of the population specifically those born after World War 2. The article discusses how changes in population will drive consumer marketing in various areas such as housing and real estate. This trend is especially true as it applies to immigrants from other countries looking to establish new roots. Ethnic diversification comes as a result of increases in both new and native populations of minorities. The article relates that these increases, which are predicted for the Latin- American and Asian- American sectors especially, will result in the word minority becoming no longer applicable and in culturally based marketing by businesses becoming more prevalent. In addition, as the large percent of the population born after World War 2 in what was termed the Baby Boom ages America faces the reality of a large older population all collecting social security and having a large effect on economic trends. This increase in the older population means that companies...
Words: 968 - Pages: 4
...explained that core competencies provide access to a wide variety of markets, the value behind end-product benefits, and provides unique attributes that make it difficult for competitors to imitate. Businesses leverage core competencies to delivery premium value to customers while also establishing competitive advantage in the market. Teladoc’s core competencies include a consumer-focused strategy, superior customer service, flexibility, and innovation. It is imperative to note that Teladoc’s consumers include patients, physicians, health care organizations, insurers, employers, and governments. Teladoc’s product design meets the needs of patients and physicians by improving access to high-quality patient care. Teladoc products also fulfill the needs of health care organizations, insurers, and governments by improving access to patient care at an affordable cost to payers....
Words: 1508 - Pages: 7
...NATURAL MYSTIC The Natural Mystic’s Marketing Plan Phelicia Alert Keller Graduate School of Business Marketing Management – MM522 Professor Glen Forbes 1.0 Executive Summary Several major trends are driving the growth of wellness as an industry. These trends not only directly impact the spa industry and its customers, but also are opening new opportunities for spas to play a leading role in a paradigm shift toward more proactive ways of taking care of ourselves (Pilzer). According to economist Paul Zane Pilzer, the wellness industry is new and is currently a $500 billion worth industry. Pilzer also predicted that 10 million millionaires will emerge from the wellness industry in the next 3 to 5 years (Pilzer 2001). The Natural Mystic’s marketing plan seeks to generate revenue from a target market of primarily customers over fifty years old called the Baby Boomers. Through its wellness center, The Natural Mystic will provide unique solution – orient programs geared towards a market segment of serenity and holistic wellness seekers. Boomers represent the most progressive group in terms of making the connection between good health and appearance. As a result, Boomers represent the prime target for “beauty from within” messages. 75 % of Baby Boomers believe the best years are ahead of them. In this vein, they are looking for solutions that cater to concerns like lack of energy, physical health, memory and emotional health (Nolen 2011). It may seem that Boomers...
Words: 8096 - Pages: 33
