WEEK 1 HW_HEALTH MARKETING

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Miami Dade College, Miami *

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2652C

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Marketing

Date

Feb 20, 2024

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pdf

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Chapter 1 Questions 1. Several prerequisites are necessary for marketing to occur. Identify each prerequisite in the following examples: (a) a medical group offering an after-hours telemedicine service for primary care, (b) a consumer seeking physical therapy, (c) a company choosing health coverage for its employees. a- A medical group offering an afterhours telemedicine service for primary care would fall under the second prerequisite. The second prerequisite involves the desire or ability of one party to meet the other party’s needs. In this example, the medical group that offers afterhours telemedicine service is the party that will provide for the needs of the patients. b- A consumer seeking physical therapy would fall under the third prerequisite. The two parties have something to exchange. The physical therapist can provide their skills to the patient of consumer who needs it. In turn, the patient will have to pay for the services of the physical therapist. c- A company choosing health coverage for its employees falls under the first prerequisite. The two parties both have unsatisfied needs. The company needs to have its employees healthy for them to be at their best state to work. In return, the insurance company will acquire economic gain through this exchange. 4. In developing the new pediatric sports-medicine program, what uncontrollable environmental factors should be considered? This group practices in a large metropolitan area. There are two large healthcare systems that in recent years have begun to employ their own physicians in a large practice. - In this situation, | believe the unconftrollable environmental factor that should be considered is the competitive forces. This group practice must think of ways that would help their program gain aftention from their target population because it will be very difficult to compete with other groups that have already established their reputation. An effective strategy is needed to gain customers that will support and stay loyal to the business. 5. A major concern for many physicians is the belief that marketing “creates” needs. Explain the complexity of this issue. Assume you have been invited to a conference and will participate in a debate on this subject. The session chair has not told you which side of the debate you will be presenting. Prepare each side of the argument. - For the side that agrees with the belief, marketing creates needs because it convinces consumers that the product are necessities. This motivates them to purchase the products. An example of this includes the marking done by soda companies, in which they market their products as beverages that can quench

the consumer’s thirst. There are other drinks, such as water and sports drinks that will also satisfy the consumer’s thirst. However, with the way that soda companies market their products, consumers will now consider buying these drinks when they're thirsty even though other options are healthier and cheaper. Moreover, as someone who wears makeup, | find it disturbing how the makeup industry has successfully established its product as a necessity which | have a personal issue with. Their advertising seems to target people's insecurities to grain profit. For the side that does not agree with the belief that marketing does not create needs as what marketing primarily does it identifies what their target population already needs. Environmental scanning is a process where the target location and population are assessed to know what they need, as well as what they want. The people’s needs are considered so the business knows how to satisfy these needs and gain loyal consumers. It does not create needs as their needs are preexisting. 7. Explain the differences among existing customers, target markets, and stakeholders for an acute care county hospital. That hospital has historically taken care of those individuals who are less well insured or socioeconomically disadvantaged. The clinical staff is highly qualified and committed to the mission of the institution. In recent years, the hospital has found that county support for its budget has decidedly decreased. In light of your description of the target market, existing customers, and stakeholders, how might this factor into a marketing director’'s concerns in light of budget realities and the need to atiract a well-insured patient population? - Acute care county hospitals are facilities which provide short term freatment for serious health conditions and illnesses. Since patients are eventually fransferred to other facilities for advance and long-term care and freatment, existing customers are unlikely to be always present. The target market of acute care county hospitals would be patients that require only short-term care. Stakeholders include medical, nursing, non-medical and marketing staff, as well as patients’ primary health care facilities, emergency medical services, and most importantly the community. All these components play a role in attracting a well insured patient population. Existing customers, target market and stakeholders each play an important role in the marketing factor. Existing customers will allow the hospital to continue providing short-term care. As target market is limited, the hospital can try wo widen their target population to attract other customers. Stakeholders allow the hospital allow the hospital to function properly as they keep the facility running.

Chapter 2 2. For several years, the Steig Medical Group had been a successful primary care practice of three physicians. In recent years, the state in which it practiced became more receptive to opening the regulations to advanced practice nurses for providing primary care services to the limit of the license without direct supervision and to even have pharmacists perform limited diagnosis, order lab tests of certain types, and provide consults under some relationship with a physician. These pharmacists could also refer. The local Walgreens and the three CVS locations in town had also opened Minute Clinics staffed with nurse practitioners. The Steig group just recently offered weekend hours on Saturday and had walk-in hours from 7:30 a.m. until 8:15 a.m. on Tuesday and Thursday mornings. The practice closed Monday through Thursday at 5 p.m. and Friday at 3:30 p.m. Over lunch, the three doctors, all close friends who went through medical training together, decided to meet on a Sunday morning. One of them had recently completed a master’s of business adminisiration at the local business school. “I think we should do a SWOT analysis of the practice,” he said, | think we now have real competition from when we started 10 years ago. The nurse practitioner practice is now open three nights a week and is opening Saturday and Sunday morning. The Minute Clinics are also there. Let's step back. Our practice is busy. We were voted best primary care group last year in Midtown magazine, but how long will that help? We have all been here in the community, we have talked about hiring, but is it enough? What else should we be doing? Conduct a SWOT analysis for the Steig group.” - The SWOT analysis for the Steig group considers the following factors: Strengths: These are the internal elements over which the business has complete control. a. They are all qualified doctors with extensive experience in medicine. b. They have a good reputation of being the top primary care group in the city, as recognized by Midtown magazine las year. This gives them an advantage over the competition. c. Resources to reduce cost and improve efficiency/product, offer high quality service, reduce unnecessary documenting. Weaknesses: These are the obstacles that may cause the Steig group inconvenience. a. Unlike their rivals who offer three times a week, they do not provide night duty services. b. Due to the three doctors having a busy practice, they are unable to always devote their full attention to the clinic.

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