Week 7 Problem (MKT6250 Healthcare Marketing)
Chapters 15 and 16
1. At a recent strategic planning retreat of a 40-person multispecialty group, the administrator made a presentation that focused on the coming year's plans to establish the organization's first two primary care satellites, which would be located in two of the community's grouping suburbs. These satellites would require hiring four family practitioners and other support staff. The group also planned to offer primary care appointments by tele-consultant. This service would be promoted on the group's website as well as on radio ads and billboards throughout the state. When the administrator finished her presentation, one of the most senior physicians stood up and said, “This is a foolish expenditure. We're so busy now in the group, we can't even see another patient. Our revenue was up 14% according to the previous financial presentation we heard. There is no reason to change what we're doing.” How might you respond to this physician?
2. After several years of spending many dollars on increasing the healthcare system's traditional advertising media, the hospital has begun to shift to a digital presence. As the chief medical officer, you had budgeted dollars over the past sic months to Pinterest, Facebook, and several blogs. The CEO was supportive of the effort and trusted your approach.
On a recent early Wednesday morning, the CEO called you into his office and told you about a problem he faced the night before when he attended a medical staff meeting. “Prior to going to the meeting, I happened to check our hospital's Facebook page and noticed we had over 8.000 Followers and a larger number of 'likes.' I was impressed with the numbers in both groups,” he said. “We have only been on Facebook for seven months. I mentioned it last night at the meeting.” You listened and wondered what the problem was because the CEO seemed somewhat upset. Dr. Norton, the young gastroenterologist on our staff, said “What is the point? Followers don't matter. Why spend money on that stuff when we could use another assistant in the endoscopy unit. “I have to tell you, ” said the CEO, “The meeting quickly degenerated into why we are spending money on Facebook, YouTube, and all the other marketing stuff we do. I know it helps, but you need to come up with a plan to present to the medical staff and show it matters and how we measure these dollars or plan to at least.”
Come up with a discussion of the metrics discussion for the medical staff in five to six sample PowerPoint slides.
3. In an era of transparency, some healthcare organizations are beginning to counter such third-party transparency sites as Angie's List by posting patients' ratings of their medical staff with a star-based approach along with ratings. At a recent medical staff meeting of the hospital where you were the marketing director, a department chair in surgery spoke rather vociferously against this new approach. “We seem to be moving to commoditizing what we do as physicians. I bought a car last weekend. The approach we are now taking is no different. I look at the ratings, and patients are looking at our medical staff? What is next? Will you have us interview with patients so they can decide who they want to meet with? The people are coming to us because of the expertise and skill we have. If they want to buy a product, let them go to the shopping mall.” When the physician sat down, several others nodded in agreement and a few others clapped in support. The CEO thanked the doctor for the opinion and suggested that rather than turn from this week's agenda, it should be the focus of the next bimonthly meeting in terms of discussing the posting of patient evaluations along with directly addressing the broader issue raised by the chair of surgery.
It is the next meeting. As marketing director, you have been tasked with leading the meting. Please outline your presentation in response.
4. On a busy Friday night in the emergency room of the hospital of a Midwestern city, a well-known singer giving a concert at the convention center was brought in after stumbling on stage and inuring her head. The local medics at the site determined it was necessary to transport her to the emergency department of the hospital. As she was wheeled into the department, she was alert, verbal, and not in immediate crisis, although she did need stitches and would need to be further reexamined for a concussion. She was also accompanied by several of her entourage who were surrounding her and had followed in several cars. Her manager was close by her side. The paramedics at the arena had done a good evaluation in ensuring she was in no crisis. Several people in the emergency room immediately were taking her picture, and people accompanying her started demanding that no one should do so. A front desk person paged you, the marketing department head, to come to the emergency department immediately When you saw the scene, in consult with the emergency department nurse, you both agreed it was best to move the singer and her manager to an examination room. When members of her entourage protested, they were asked to quietly remain in the waiting room, although it took some convincing with security guards present.
Another problem then arose when individuals who had been waiting for some time to be triaged, began to complain. One young man stood on a chair and yelled, “Why should she get special treatment just because she can sing? I have been waiting here for an hour?” Five people started to yell in support. What is the response?
End of chapter conceptual problems evaluate your understanding of key concepts and elements of the Health Care Marketing learned in the chapters. Showing an understanding of the problems using clear logic and supporting facts, you must address the problems analytically and thoroughly. The Assignment must follow the following guidelines:
1. You must use citations with references to document information obtained from sources. The key elements of Health Care Marketing are found in the sources listed in this syllabus (it is your duty to search for them, read, analyze, evaluate, summarize, paraphrase in your answers, and cite the authors who wrote the articles, books, term papers, memoirs, studies, etc. What it means is that you will have not less than 4 references from the listed sources.
2. Grammatically correct paper, no typos, and must have obviously been proofread for logic.
3. Problem numbers must be typed out as headings, with follow-up answers in paragraph format.
The Assignment must be in APA format
