Health care organizations can influence a targeted market through the 4 Ps of marketing—product, price, promotion, and place.
The Four Ps of Marketing
Health care organizations can influence a targeted market through the 4 Ps of marketing—product, price, promotion, and place. The 4 Ps, also known as the marketing mix, essentially provide a framework for a marketing strategy. To effectively reach consumers, each of the four components must align. For example, you might have the right product, but if the price is too high or you are not marketing in the correct place, consumers will not buy. For this Discussion, you use the 4 Ps of marketing to assess a health care product or service.
To prepare:
Select a health care product or service that you have recently seen in a marketing campaign.
Use the four P’s of marketing to assess the product or service you selected.
Reflect on the impact of the marketing campaign on your own health care decision making. Consider how the campaign positively or negatively influenced your personal opinions of the health care product or service.
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 clicking on 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:
Describe the marketing campaign for the health care product or service that you selected. Assess the product or service using the four P’s of marketing. Then, evaluate the impact of the marketing campaign on your own health care decision making. Include how the campaign positively or negatively influenced your personal opinions of the health care product or service. 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. Expand on this Discussion by providing additional insights or alternative perspectives.
MMHA6800 Marketing Management and Business Communications for Healthcare Administrators
Week 3 Discussion
Health Care Marketing Plans
In an industry that is continuously evolving, organizations must plan for the future, making marketing planning essential to their success. Effective marketing plans align to value-based delivery systems and implement strategies for branding and promotion. By engaging consumers and building their reputations, health care organizations can gain a sustainable competitive edge. For this Discussion, you examine the marketing plan for a health care organization and recommend marketing strategies.
To prepare:
Locate the marketing plan for your health care organization.
Note: If you do not currently work for a health care organization, select a health care organization that is of interest to you.
Consider the image branding and techniques that are used for marketing this health care organization. With these image branding and promotional techniques in mind, examine the alignment between the health care marketing plan and the transition to value-based health care delivery systems.
Reflect on strategies to enhance your organizational image branding and promotional techniques.
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 clicking on 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:
Analyze the marketing plan for your health care organization, including the image branding and promotional techniques that are being used. Then, evaluate the alignment between the marketing plan for image branding and promotion and the transition to value-based health care delivery systems. Finally, recommend strategies to enhance your organizational image branding and promotional techniques. Defend or argue your recommendations. 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. Expand on this Discussion by providing additional insights or alternative perspectives.
MMHA6800 Marketing Management and Business Communications for Healthcare Administrators
Week 5 Discussion
Market Segments of Health Care Organizations
Market segments help organizations determine how to appropriately market products and services to consumers. For example, consider baby aspirin. This product is used by pediatric patients for pain relief and by older adults for the prevention of heart conditions. The plan for marketing baby aspirin would vary depending on the market segment, particularly in relation to communication techniques. Techniques used with parents of young pediatric patients would likely differ from those used with older adults. Communication, whether written or oral, is a key element of marketing. For this Discussion, you examine the impact of market segments on health care marketing.
To prepare:
Scan current health care delivery systems in your local community and select a health care organization. Consider that you have been hired by this organization’s board of directors to develop a new segmentation service.
Identify market-based segments of the health care organization you selected.
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 an executive summary that addresses the following:
Describe market-based segments of the health care organization you selected. Include demographic characteristics of segmented consumers that influence buying behaviors of the market. Then, analyze how the organization is responding to these market segments. Finally, evaluate the impact of these market segments and consumers on the future of the organization’s market. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Note: Your executive summary should be no more than 600 words. Be sure to apply best practices of business communication when writing your executive summary.
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. Expand on this Discussion by providing additional insights or alternative perspectives.
MMHA6800 Marketing Management and Business Communications for Healthcare Administrators
Week 6 Discussion
Ethical Considerations of Health Care Marketing Research
When conducting market research, health care organizations use a variety of methods to collect and report data. From how this data is collected to who collects it, when they collect it, and how they report it, it is essential for organizations to establish ethical standards for the research process. For this Discussion, you examine ethics in market research and recommend strategies to address unethical behaviors.
To prepare:
Select a data collection or reporting method used in health care marketing research and reflect on related ethical considerations.
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:
Analyze ethical considerations for the data collection or reporting method you selected. Then, recommend strategies to address unethical behaviors that may occur when using this method in health care marketing research. Defend or argue your recommendations. 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. Expand on this Discussion by providing additional insights or alternative perspectives.
MMHA6800 Marketing Management and Business Communications for Healthcare Administrators
Week 7 Discussion
Health Care Consumerism
When developing a marketing plan, it is important to understand that health care consumers differ from consumers in other markets. One of the greatest distinctions is that health care consumers are often not the ones to select the products or services they are purchasing. Instead, doctors or other health care providers decide what services or products consumers need. This means that when marketing in health care, organizations should consider both the consumer and the provider. For this Discussion, you examine buying behaviors of health care consumers in the following scenario and recommend strategies to market a drug product.
Scenario: A pharmaceutical company is going to be selling a new brand-name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers.
To prepare:
Review the provided scenario.
Identify individual and industry-based consumers for the prescription drug product in the scenario. Consider buying behaviors and characteristics of these consumers.
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:
Describe one individual and one industry consumer for the prescription drug product in the provided scenario. Analyze buying behaviors and characteristics of these consumers. Then, recommend strategies to market this product to the consumers you identified. Include strategies for the different stages of the product’s life cycle. Defend or argue your recommendations. 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. Expand on this Discussion by providing additional insights or alternative perspectives.
MMHA6800 Marketing Management and Business Communications for Healthcare Administrators
Week 9 Discussion
DQ1 Marketing for International Health Care Organizations
As a result of globalization, many health care organizations have established facilities in other countries. These international endeavors have created new challenges for marketing products and engaging potential consumers. For this Discussion, you examine the impact of globalization on international health care organizations and recommend marketing strategies.
To prepare:
Select a U.S.-based health care organization that has opened or is planning to open a branch in another country.
Consider the impact of global marketing on the success of the branch facility.
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:
Briefly describe the health care organization you selected. Assess the impact of global marketing on the success of the organization’s branch facility. Include specific marketing strategies that may improve the organization’s international success. Then, evaluate competitive advantages for this organization in relation to medical tourism. 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. Expand on this Discussion by providing additional insights or alternative perspectives.
DQ2 Medical Tourism
Medical tourism is becoming increasingly popular, and it is important to understand why consumers might seek medical care outside of their home countries. Consider Maria, a 68-year-old female who lives in the United States. Her doctor has recommended a hip replacement, but because it is not life-threatening she is put on a wait list for surgery. Medical tourism is an alternative for Maria, but she has never even considered the possibility of traveling to another country to seek medical care. How might you market medical tourism to patients like Maria? For this Discussion, you examine benefits and barriers to medical tourism and recommend marketing strategies for consumers.
To prepare:
Identify benefits of and barriers to medical tourism. Reflect on reasons consumers may or may not seek medical care outside of their home country.
Consider marketing strategies to help consumers overcome potential barriers.
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:
Analyze benefits of and barriers to medical tourism. Then, recommend marketing strategies to help consumers overcome potential barriers and seek medical care outside of their home countries. Defend or argue your recommendations. 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. Expand on this Discussion by providing additional insights or alternative perspectives.
MMHA6800 Marketing Management and Business Communications for Healthcare Administrators
Week 10 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.).
MMHA6800 Marketing Management and Business Communications for Healthcare Administrators
Week 11 Discussion
Health Care Marketing Trends
The health care industry is constantly changing and evolving. This impacts many aspects of health care administration, including marketing. New health care marketing trends are emerging, and to remain competitive, organizations must be prepared to implement these trends and engage 21st-century consumers. For this Discussion, you examine the impact of health care marketing trends and recommend strategies to help organizations prepare for the future.
Note: In health care marketing and business communications, strong oral communication is essential. This Discussion was designed to give you the opportunity to practice your oral communication skills by preparing a 2-minute Kaltura video. As you prepare this video (and any communication in the future), consider the following: Who is your target audience? How can you keep the attention of your audience? What is the appropriate length for your message?
To prepare:
Imagine that you are the chief marketing officer for your health care organization. Prepare a 2-minute Kaltura video for the board of directors that addresses the following:
How might marketing trends impact organizational strategic planning?
What can the organization do today to better prepare itself for tomorrow’s marketing trends?
Note: If you do not currently work for a health care organization, select one that is of interest to you. You may use the same organization you selected in Week 3.
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:
Post your Kaltura video to the Discussion thread. In 2–3 sentences, defend or argue your recommendations using the knowledge you have gained in this course. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Read and view 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. Expand on this Discussion by providing additional insights or alternative perspectives.
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