Health Care Marketing Performance Evaluation and Monitoring
40553Administrators | Week 10
Week 10: Health Care Marketing Performance Evaluation and Monitoring
A new pediatric dental practice recently opened. Despite the fact that the practice was located near a major shopping center, adequate market assessment was not carried out to determine if their practice would have an adequate patient base. They also failed to do adequate market assessment prior to opening the practice that would have determined that less than 5% of the local consumers that shop in the marketplace had children living at home.
One of the promotional strategies that the practice could have implemented was to mail vouchers for a free dental cleaning for pediatric patients to every household in a 10-mile radius. The effectiveness of this technique could have been determined based on how many people came to the practice with the voucher. The number of vouchers that were utilized by consumers in a 30-day period after it was mailed out and the money invested in this promotional technique can help in determining the return on investment.
Effective ad campaigns and other marketing and promotional initiatives can be costly for health care organizations. As a health care administrator, you must be able to determine whether or not the cost of any marketing initiative is worth the return on investment (ROI). Evaluation and monitoring techniques can help you assess the effectiveness of marketing initiatives and should be an integral part of the marketing planning process.
This week, you use performance and post-purchase evaluations to assess health care products and improve marketing strategies. You create a comprehensive marketing plan for a health care organization, record a presentation of the plan to the board of directors, and apply best practices of business communication. You will also create a comprehensive marketing plan for your Final Project.
Learning Objectives
Students will:
Assess health care products using performance and post-purchase evaluations
Recommend marketing strategies to improve the effectiveness of marketing plans
Create a marketing plan for a health care organization
Apply best practices of business communication
Photo Credit: [alphaspirit]/[iStock / Getty Images Plus]/Getty Images
Learning Resources
Note: To access this week’s required library resources, please click on the link to the Course Readings List, found in the Course Materials section of your Syllabus.
Required Readings
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Chapter 15, “Marketing Planning” (pp. 417–432)
Crowther, E. R. (2014). A comparison of quality and satisfaction experiences of patients attending chiropractic and physician offices in Ontario. Journal of the Canadian Chiropractic Association, 58(1), 24–38.
Note: Retrieved from the Walden Library databases.
Nemis-White, J., Torr, E., Gogovor, A., Marshall, L., Ahmed, S., Aylen, J., & Montague, T. (2014). Stakeholder surveys of Canadian healthcare performance: What are they telling us? Who should be listening? Who should be acting, and how? Healthcare Quarterly, 17(4), 22–27.
Stakeholder surveys of Canadian healthcare performance: What are they telling us? Who should be listening? Who should be acting, and how? by Nemis-White, J., Torr, E., Gogovor, A., Marshall, L., Ahmed, S., Aylen, J., & Montague, T. in Healthcare Quarterly, 17(4). Copyright 2014 by Longwoods Publishing Corporation. Reprinted by permission of Longwoods Publishing Corporation via the Copyright Clearance Center.
O’Connor, R. J. (2012). Postmarketing surveillance for “modified-risk” tobacco products. Nicotine & Tobacco Research: Official Journal of the Society for Research on Nicotine and Tobacco, 14(1), 29–42.
Note: Retrieved from the Walden Library databases.
Case Studies for Final Project
Quelch, J. A., & Norris, M. (2015). Access Health CT: Marketing affordable care. Retrieved from https://hbsp.harvard.edu/tu/320947a1
Quelch, J. A., & Rodriguez, M. L. (2014). E-Cigarettes: Marketing versus public health. Retrieved from https://hbsp.harvard.edu/tu/ec663277
Quelch, J. A., & Rodriguez, M. L. (2015a). Carolinas HealthCare System: Consumer analytics. Retrieved from https://hbsp.harvard.edu/tu/cfd7cf1f
Quelch, J. A., & Rodriguez, M. L. (2015b). Philips Healthcare: Marketing the HealthSuite Digital Platform. Retrieved from https://hbsp.harvard.edu/tu/00c3bdcc
Quelch, J. A., & Xia, Q. (2015). AIP Healthcare Japan: Investing in Japan’s retirement home market. Retrieved from https://hbsp.harvard.edu/tu/4d7e79d9
Raube, K. (2015). Castlight Health: Disrupting the health care industry. Retrieved from https://hbsp.harvard.edu/tu/5d527bd7
Raube, K., & Upshaw, L. (2014). Thrive or revive? The Kaiser Permanente “thrive” marketing programs. Retrieved from https://hbsp.harvard.edu/tu/fbbbc392
Discussion: Performance and Post-Purchase Evaluations
Performance and post-purchase evaluations provide important marketing data for health care organizations. Many consumers evaluate health care products for their own purposes, but when they share this information with the providing organizations, they offer insights into whether products are meeting consumer needs and expectations. For this Discussion, you conduct performance and post-purchase evaluations on a health care product you have tried.
To prepare:
Reflect on a time you have consumed a generic product and a brand-named product for the same health condition (e.g., taking Motrin and/or store brand of ibuprofen for headache relief).
Note: If you have not had this experience, interview someone who has.
From the consumer perspective, assess both products using performance and post-purchase evaluations. Consider each of the benefits segments for both products (i.e., cost, effectiveness, convenience, etc.) and whether or not you would purchase either product again.
Note: For this Discussion, you are required to complete your initial post before you will be able to view and respond to your colleagues’ postings. Begin by selecting the “Post to Discussion” link and then select “Create Thread” to complete your initial post. Remember, once you click submit, you cannot delete or edit your own posts, and cannot post anonymously. Please check your post carefully before clicking Submit!
By Day 3
Post a cohesive response to the following:
Using performance and post-purchase evaluations, assess a generic product and a brand-name product you have taken for the same health condition. Include the benefits segments for both products and whether or not you would purchase either product again. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Read a selection of your colleagues’ postings. Consider how your colleagues’ postings relate to the information presented in the Learning Resources and to your own posting.
By Day 5
Respond to at least two of your colleagues’ postings and continue the Discussion through Day 7. From the perspective of a product marketing consultant, with your colleagues’ performance and post-purchase evaluations in mind, recommend marketing strategies to improve the effectiveness of marketing plans (i.e., increase brand image, market share, etc.).
Submission and Grading Information
Grading Criteria
To access your rubric:
Week 10 Discussion Rubric
Post by Day 3 and Respond by Day 5
To participate in this Discussion:
Week 10 Discussion
Project: Final Project: Marketing Plan
Like other products and services, health care products and services must be marketed to potential consumers. To do this effectively, health care organizations must develop marketing plans. These plans provide organizations and their leaders with common goals for their products and services. Moreover, by relating the marketing plan to the mission, vision, and objectives of the organization, marketing plans become a tool in the strategic decision-making process. For the Final Project, you will create a marketing plan for a health care organization and record a presentation of the plan to the board of directors.
Please keep in mind that health care marketing goes beyond the scope of hospitals and students are encouraged to consider a diverse array of organizations for this task.
To prepare:
Select one of the following health care organization to be the focus of your Final Project. Your selection can be within any type of health care organization and should reflect an actual opportunity available for change in your local community or state.
Hospital
Physician Practice
Outpatient Clinic
Long-Term Care Facility
Other Health Care Organization of Your Choosing
Select one of the following project types for marketing consideration. The bullets below are intended to help guide your selection process and interest and are not prescriptive.
Marketing of a new specialty unit (OB, Psych, Outpatient, Bariatric, or other)
Marketing of a new community outreach program (i.e. HIV testing)
Marketing of a new service (Family planning)
Marketing of a new product (DaVinci Robot)
Review Chapter 15 of your textbook, “Marketing Planning” for guidance on developing a marketing plan.
Note: This Assignment is not intended for you to select one of the project types in order to apply a blanket marketing approach. The purpose of this Assignment is to generate a thought process about new marketing opportunities in existing settings.
Part 1: Executive Summary and Marketing Plan (5-Pages, 150 Points)
Create a written document that includes the following:
Executive Summary (2-pages) that explains why the organization and project type were selected along with a justification of the importance of this effort.
Marketing Plan (3-pages) that will be used to communicate key opportunities to the Board of Directors. Your marketing plan should reflect your selected organization and project type and may contain a variety of the following components:
Specific goals and SMART objectives
Detailed explanations of product, price, place, and promotion of the project type chosen
Supporting information for this initiative (For example, this may include information on the market audit, target audience, and demographics).
Marketing strategy and business communication standards to be used
Assessment of due diligence (any operational, financial, or human resources requirements needed to implement the plan)
Description of any benchmarks from other competitors or industries
Specific marketing actions
Specific explanations of necessary budget, revenue, and staff
Limitations to implementing the plan
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