Discuss the implications that evidence-based research has on the success
Review the following lecture:
Assumed Assumptions
Discussion Questions
Before beginning work on this discussion forum, please review the link “Doing Discussion Questions Right” and any specific instructions for this topic.
Before the end of the week, begin commenting on at least two of your classmates’ responses. You can ask technical questions or respond generally to the overall experience. Be objective, clear, and concise. Always use constructive language, even in criticism, to work toward the goal of positive progress. Submit your responses in the Discussion Area.
Introduction:
The future of healthcare marketing is promising; however, balancing strategies with tactics is a controversial topic. Some argue that healthcare marketing initiatives must rely on empirical evidence to produce desired results, while others posit that classic intuition is the most effective driving force of successful initiatives. As the industry continues to advance, this debate will continue to grow, and with it, the potential risks for leaders associated with healthcare marketing will also grow.
Tasks:
From the South University Online Library, read the following articles:
Healthcare Marketers Point the Way to Marketing’s Future
We Talk of Big Data a Lot. But I Believe Marketing Is Also about Intuition
Limiting Risk in Healthcare Marketing
The Views and Perceptions of Managers on the Role of Marketing Research in Decision Making
Discuss the implications that evidence-based research has on the success of healthcare marketing. Proffer whether you would rely on empirical research or personal perceptions and intuition in the decision-making process as it relates to healthcare marketing. How do changes in data over the lifetime of a marketing plan impact the decision-making process of leaders in healthcare? How can healthcare professionals limit potential risks in healthcare marketing?
To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.
Your initial posting should be addressed at 500–1,000 words as noted in the attached PDF. Submit your document to this Discussion Area by the due date assigned. Be sure to cite your sources using APA format.
Assumed Assumptions
Scholars are trained to collect and interpret quantifiable data rather than rely on subjective interpretation of happenstance (Hillstead & Berkowitz, 2013). However, empirical evidence indicates that even perspective or intuition may motivate change that would otherwise remain stagnant if data was relied upon alone.
Assumed assumptions refer to the ideology that hypotheses are inherently true rather than empirical evidence that may refute such hypotheses. Some scholars assert that although data provides hard evidence by which to make decisions upon, they may, in fact, provide skewed information (Gresty, 2017). Factors such as the business environment, bias, and limited reasoning contribute to the argument that data alone is not a sufficient decision-making methodology, especially in the diverse healthcare market.
The general market relies heavily on outcome and not processes. As a result, decision makers can be blinded by the nature of success rather than the possibility of failure. Similarly, unique personal perspectives may create bias not otherwise present if examined with empirical evidence. Biases are a result of receiving filtered or censored data, whether from colleagues, stakeholders, or advisors in the field. Finally, limited perceptions may skew or distort evidence, thereby altering the findings regardless.
If data alone is used as justification for change, opportunities to expand business based on creative thought, hunches, or experiences are nonexistent. For some organizations or products, this would be detrimental, considering products and services are oftentimes developed out of opportunity rather than some algorithmic data (i.e., Apple, Electronic Health Records, etc.) (Soyer & Hogarth, 2015).
References:
Gresty, H. (2017). You don’t need data, You need a hunch. Director, 70(10), 17–18.
Hillstead, S. G., & Berkowitz, E. N. (2013). Health care market strategy (4th ed.). Burlington, MA: Jones and Bartlett Publishing.
Soyer, E., & Hogarth, R. M. (2015). Fooled by experience. Harvard Business Review, 93(5), 72–77.
Additional Materials
From your course textbook, Health Care Market Strategy, read the following chapter:
Step 10: Conclusion
From the South University Online Library, read the following articles:
‘You Don’t Need Data – You Need a Hunch’
From the Internet, review the following:
Bajarin, T. (2012). 6 reasons Apple is so successful. Retrieved from http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/
Soyer, E., & Hogarth, R. M. (2015). Fooled by experience. Harvard Business Review, 93(5), 72–77.
Singh, S. (2017, February 28). 5 things not to do when making a marketing plan. Retrieved from https://gulfmarketingreview.com/advertising/5-things-not-making-marketing-plan/
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