...resort to the emergency room, urgent care clinic, or a pediatrician. Another potential target market could be a pediatric medical group with sub-specialties. The available specialties are endocrinology, psychology, and cardiology. Adolescent child tend to break bones frequently. Having a pediatric sports medicine department would be beneficial with therapy and healing. 4. In developing the new pediatric sports medicine program, what are some of the uncontrollable environmental factors to consider? Some uncontrollable environment factors to consider in this market would be Economical, Social, and Rivaling Competitors. 5. A major concern for many health care professionals is the belief that marketing “creates” needs. Explain the complexity of this issue. Marketing in healthcare does not create needs. A “need” is defined as a “condition in which there is a deficiency of something”. In the above orthopedic group practice, they realized that there was a need/want for a pediatric sports medicine program. Health care professional’s responsibility demands treatment of that need. 7. Explain the difference between existing customers, target markets, and stake-holders for an acute-care community hospital. Existing customers are individuals already using the services or is known by the facility. Target market is a particular group of customers that the organization wants to attract. This is most likely low income families or customers without insurance in their area....
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...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...
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...Marketing and Health Care While the marketing industry itself is an older profession, with roots in traditional advertising, marketing specific to the healthcare arena is a fairly new practice. Marketing in the healthcare industry began roughly 30 years ago when the American Hospital Association sponsored the first conference on health-care marketing; the first healthcare marketing book was published during that same timeframe. The idea of marketing in the healthcare industry was not formally accepted until the mid 1980s, and still the topic saw apprehension from providers including physicians, nurses, and ancillary service technicians working in laboratory and radiology departments. Though marketing was associated with advertising, the adoption of healthcare marketing opened the door for a variety of new activities across healthcare organizations. The effective marketing approaches used in other industries were not easily adapted, and were not necessarily effective in the health-care industry. In the early 1990s, progressive healthcare organizations began to evaluate their marketing objectives and began to try to understand the market, their customers, and their motivations. These evaluations lead to an expanded marketing role in healthcare organizations, which ultimately lead to marketing as a core determinant in the direction of the company. Marketers were given high-level administrative positions and the opportunity to engage in healthcare boardroom discussions. By 2000...
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...Assignment #1 The Marketing Process Dr. Wendy Whitner, PhD, MPH HSA 505 Health Services Strategic Marketing October 24, 2010 Marketing is defined as 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 (Beckowitz, 2006, pg.2). An organization must develop a marketing strategy in three factors: stakeholders, environmental, and society at large (Berkowitz, 2006, pg. 16. An orthopedic group has decided to develop a pediatric sports medicine program; there are potential markets for the new service. A target market is defined as a group of customers, whom the organization attracts in any type of marketing program (Berkowitz, 2006, pg. 20). The markets are categorized as geographic, demographics, psychological, behavioral, and product information. It is usually within an organization control as a function of effectives of the marketing mix, which developed by providers (Berkowitz, 2006, pg.20). Marketing is the ability to promote skills as a orthopedic practice and is to aim art improving the financial health and to change their health care environment. The four primary aspects for an orthopedic or other medical facility are amendable to marketing, ability, availability, affability, and the price (Grogan, 2007). Grogan stated that the ability refers to skills and focus on their practice of a pediatric sports...
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...STRATEGIC HEALTHCARE MARKETING Indian School of Business Term 7 January 6th – February 16th 2014 Thani Jambulingam Ph.D Associate Professor Pfizer Fellow, Arrupe Center Research Fellow Department of Pharmaceutical & Healthcare Marketing Saint Joseph’s University Philadelphia, PA 19131 THANI JAMBULINGAM PH.D. Associate Professor in the Department of Pharmaceutical and Healthcare Marketing at St. Joseph's University, Erivan K. Haub School of Business, Philadelphia, PA. Currently he teaches in Executive Pharmaceutical and Healthcare MBA program (both traditional and online formats, MBA program and undergraduate program in Pharmaceutical and Healthcare Marketing. Thani was instrumental in starting the undergraduate and online programs at SJU. He served as the chair of the pharmaceutical and healthcare marketing department from 2003-2010. Ranbaxy in sales and at Glaxo Inc. in sales and marketing for several years before he returned to school and completed his Ph.D. at University of Wisconsin, Madison. His research interests are in health care marketing, strategy, supply chain and pricing. His work has been published in several journals, such as the, International Journal of Pharmaceutical and Healthcare Marketing, Journal of Medical Marketing, Journal of Pharmaceutical Marketing and Management, Journal of Commercial Biotechnology, Journal of Research in Pharmaceutical Economics Journal of International Marketing, Journal of Operations Management...
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...Week 1 – Health Care Marketing Information Matrix Laurie Thompson HSC490 October 8, 2012 Jennifer Pharr Health Care Marketing Information Matrix There are a variety of information sources that may be used by consumers to obtain information relating to the marketing of health care products and services. The following matrix is intended to assist you in organizing the information contained in these sources. Consider the types of marketing messages that these information sources may contain and the reliability of the marketing message. Following the provided example, identify three examples of your own. |Source of Health Information |Type of Health-Related Information |Marketing Messages |How the Consumer May Assess the Accuracy or | | | | |Reliability of the Marketing Messages | |List the information source, such as Internet websites, WebMD, |Type of information provided by the source|List at least one marketing message being |List one approach the consumer may use to verify | |MedLine, or the news media. | |communicated to the consumer within this |the accuracy of the marketing message. | | ...
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...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...
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...This essay will explain the difference between marketing in the Business and Healthcare industry by discussing the key aspects and impacts of the external environment with each industry. I will develop and address the issues presented by customers want and needs in aspect of the healthcare professional and debate the need for marketing in the hospitals versus clinics. As a healthcare provider of a clinic, explanation will be given to differentiate the advantages of my clinic of choice versus other clinics. Marketing and business development in the business industry are processes of cultivating ongoing relationships that lead to deep trust and long-term value-exchange between the business and their stakeholders to develop and maintain purpose-based relationships. Marketing is all about putting customers/patients at the heart of the business and responding to their needs and wants toward implementing a mission and goal. In a challenging economic climate, the customer needs to trust that the product offers something unique in terms of style, quality and sustainability - these all derive from strategic planning. Business ethics can be powerful marketing tool and should form a key part of your marketing strategy when combined with the quality and style of the product. Dell Computer is a great example of bold and daring marketing that has endured. When the computer industry was employing nothing but conventional wisdom and selling through complicated and profit-draining distribution...
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...------------------------------------------------- Task 2: Marketing C212 Assessment Code: C212 Student Name: Cristian Dimitricoff Student ID: 000386870 Date: 05/12/2015 Student Mentor Name: Maryann Lamer Proposal Of New Product/Service Dr. Bob Smith founded Smith Optics Inc, in 1965. Dr. Smith worked with friends to develop a new kind of goggles. Now, fifty years later, Smith Optics is one of the top goggle and other extreme weather gear manufacturing organizations in the world. Smith Optic’s products are classified under four main categories: men, women, tech, and life. Under the categories of men, and women, there are six sub-categories: sunglasses, prescription, goggles, helmets, accessories, and apparel. Under the tech category, we find four sub-categories: sunglasses, goggles, helmets, and off-road, and finally, under the life category, we find five sub-categories: snow, water, outdoor, moto, and Smith news (Smith, 2015). These categories and subcategories represent the products offered by Smith Optics, products that consumers can purchase and these types of product are characterized by their tangible form. Consumers can purchase the product, wear it, break it, and still be something that consumers can wear or touch. Smith Optics also offers two types of services. The first is called customer service and consists of shipping and returns. Under the shipping service, Smith Optics gives some information regarding phone orders, hours of operations (in mountain...
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...Why Your Healthcare Practice Needs a Marketing Plan Evangeline E. Towry MHA626: Strategic Planning & Marketing in Health Care Dr. Monica Scales December 2, 2013 Why Your Healthcare Practice Needs a Marketing Plan Marketing is healthcare, like any business, is essential to the livelihood of the overall business. Healthcare marketing is all about building relationships within the community, building trust, displaying expertise and, eventually, gaining new patients. In healthcare marketing, you need to identify the needs of your patients as well as the needs of the surrounding community. This will allow you to formulate strategies to help your healthcare organization fulfill its vision and goals. Reasons for a Marketing Strategy The main focus of a marketing plan is for the overall success of your healthcare organization. “If you plan nothing, nothing will be accomplished” (kmccoypbo, 2009). Your marketing plan is a set of guidelines to help you achieve the organization’s vision and goals. According to Catalyst Marketers (2013), a Strategic Marketing Plan provides business owners with: 1. A map for achieving yearly goals. 2. The ability to track success through individual tactic performance measures – Performance measures should be setup for every Marketing Tactic. 3. An understanding of the time, and budget needed to execute on the Strategic Marketing Plan. Three Necessary Considerations The three necessary considerations to taken into...
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...Department supports more than 300 programs nationwide. There are others programs that HHS gives to society to help them. One of these programs is the support of collection of health data and tries to give the best as possible an equitable treatment in health care and human service to everyone. The costs to run an perfect and effective health treatment services to every one are very high, where the agency is responsible for almost a quarter of all federal outlays and administers more grant dollars than all other federal agencies combined. According to the U.S. Department of Health & Human Services summary report the goals for the agency would be those bellow: * Strengthen health care according to the summary report would be to improve healthcare quality and patient safety in all the facilities, also look to make coverage more secure for those who have insurance, and give a better way to afford coverage to those that are uninsured, I can not forget about the most important thing in any medical treatment, that is to give patient safety and improve as best. * Advance scientific knowledge and innovation according to the summary report would be to accelerate the process of scientific discovery to improve patient care, and helps to increase our understanding of what works in public health and human service practice. * Advance the health, safety, and well-being of the American people according to the summary report would be to promote the safety, well-being, resilience and healthy...
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...Ethics in Healthcare Marketing Marketing Healthcare Services Assignment 4.2 Ethics in Advertising Paper Abstract Marketing healthcare services is entering a new age. Traditionally, medical organizations refrained from marketing their services for fear of getting tangled in a mess of third party oversight, kick-back rule violations, and the simple fear that healthcare services would cause a conflict of interest. In this day and age healthcare organizations are ever increasing attempting to market their services to gain more patients and increase the viability of their organization. Ehtics in Healthcare Marketing Marketing healthcare services was never the “in” thing for organizations to do. With so many rules and regulations from third parties overseeing the actions of medical centers, many were fearful to get involved in ethical issues when attempting to market services. As we enter the technology age however, patients are beginning to increasingly use the internet and all other media sources to learn more about their care and disease states. People today are “cyberchondriacs”; when was the last time you searched a disease state or your signs and symptoms online prior to making an appointment? In the ever increasing competitiveness of the healthcare industry, more and more organizations are marketing their services in hopes to improve the public knowledge of the services the organization can offer, in the hopes to gain more...
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...Demographics: The Aging Population HCS/490 July 8, 2013 Sandra Asbury As the population ages, it increases the need for more healthcare service as well as the staff to administer those services. Hospitals and other healthcare facilities are constantly hiring for what’s to come, making nursing one of the fastest growing occupations. Health Affairs did an article and study called The Effects of Aging and Population Growth on Health Care Costs. This study was called Data Watch and the purpose of this was to determine the link between the rising personal health care costs and the population growth as well as the aging of the population. The results were recorded from 1975 until 1990 and then projected for the years 1990 through 2005. Some of the findings were as follows: “All of the calculations described assume that the relative expense of treating each age group, observed in 1987, will remain constant over time. In fact, as noted earlier, historical data for 1977 and 1987 suggest that there have been small changes in the relative expense of the care rendered to each age group. Comparison of the relative levels of spending in each age group between 1977 and 1987 illustrates that spending on those age sixty-five and older seemed to grow more rapidly than overall health spending in both the physician and hospital sectors. Spending on those under age nineteen also appeared to grow more rapidly than total spending in the hospital sector and less rapidly than total spending in the...
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...Care Marketing Analysis Charles M. Griggs Jr. University of Phoenix HCS 539 Martha Owen January 08, 2012 Health Care Marketing Analysis Grady Memorial Hospital commonly known as Grady Hospital located in the state of Georgia opened in 1892. “Grady Health System was created by and named for Henry W. Grady, editor of the "Atlanta Constitution," who worried about the lack of quality health care for Atlanta's poor” (Grady, 2010, p. 1). Grady Hospital is the largest public hospital in Atlanta with a specialization in trauma treatment. Grady hospital previously practiced racial discrimination by separating the African American patient from White patients thereby receiving the segregated name of “The Gradys.” Although Grady abolished the historic segregation, some elderly residents of Atlanta, and African American residents still refer to Grady as a hospital “segregated evenly between white and black wards” (Burns, 2011, p. 1). However, despite the alleged racial profiling Grady hospitals mission consist of serving poor Atlanta resident “while rising healthcare costs and the economic downturn threatened its solvency a few years back along with serving patients who can't get care elsewhere” (Burns, 2011, p. 1). The public recognized Grady Hospital as one of the premier hospitals in the Southern United States that provides trauma care to accident victims, fall victims, patients suffering from self-inflicted harm, and assault victims. Four P’s of Marketing ...
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...CASE #1 – The Marketing ProcessYou are to write a 5-8 page report that answers the following: 1. An orthopedic group practice has decided to develop a pediatric sports medicine program. Describe at least three potential markets for this new service. 2. Describe the possible barriers to entry and exit for a physician wanting to establish a solo practice in internal medicine. 3. Describe the possible barriers to entry and exit for a company offering a health club facility in the same building where employees work. 4. Describe the possible barriers to entry and exit for a tertiary hospital developing a coronary bypass program. 5. Assume you are hired to design a managed care organization (MCO) plan targeted to baby boomers in San Antonio, Texas, a city with a large Hispanic population. Describe at least three ways that the MCO can make this service offering unique to respond to the major demographic trends of today.The format of the report is to be as follows: * Typed, double spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format. * Type the question followed by your answer to the question. * In addition to the 5-8 pages required, a title page is to be included. The title page is to contain the title of the assignment, your name, the instructor’s name, the course title, and the date.NOTE: You will be graded on the quality of your answers, the logic/organization of the report, your language skills, and your writing skills. | The assignment...
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