Questions and Answers of Marketing Health Services

What are some of the hot areas for healthcare in the future, and how can marketers respond to these opportunities?
What responsibilities do marketers have in promoting the field of marketing within their organizations?
What indications do we have that marketing is becoming more of a core function for healthcare organizations?
What indications do we have that the roller coaster ride that has characterized healthcare for the past quarter of a century is leveling off?
What are the advantages of accessing health-related data via the Internet, and what challenges does this source of data present?
Under what circumstances is it necessary to access synthetic data generated by government agencies or commercial data vendors?
What function does the National Center for Health Statistics serve, and why is this an important resource for healthcare marketers?
What disadvantages of the decennial census as a data-collection method counter the fact that it involves complete coverage of the population?
Under what circumstances may it be necessary to collect
Why has the healthcare industry failed to develop data clearinghouses and nationwide sources of market data like other industries have?
Given that it may not be possible to pursue all possible objectives, what are some of the criteria that may be used to prioritize objectives?
Within the planning context, how does one distinguish between goals, objectives, and activities?
What are some of the types of data that are generated through the internal audit?
Why is it important to lay out the assumptions underlying the plan on the front end?
What determines the level within the organization at which planning should occur?
In what ways does marketing planning differ from other types of planning in which a healthcare organization may be involved?
What potential does the Internet carry as a research tool?
Why is it important to “triangulate” research findings when conducting marketing research in healthcare?
How has contemporary technology served to improve the effectiveness of marketing research in healthcare?
Why has most research in healthcare to date been descriptive in nature rather than causal or predictive?
How can we explain the growing influence of marketing research on the decision-making process for health professionals?
In what ways has the scope of marketing research in healthcare broadened in recent years, and what accounts for the expanded scope?
Why is measuring the return on investment from marketing more of a challenge in healthcare than it is in other industries?
Why may different approaches to evaluation be used for different marketing techniques?
Why is it important for marketers to use different types of evaluation in the assessment of a marketing project?
Why is evaluation in healthcare somewhat different from that process in other industries?
What are the indirect costs that a marketing budget must take into consideration?
What are the component units usually found within a marketing department, and what functions do they serve?
In what ways should the client for a marketing campaign play an active role in the process?
What role may the marketing agency play in the development and implementation of the marketing plan?
Describe the progression that Internet marketing has gone through as this approach to marketing by healthcare organizations has matured.
What factors have influenced the trend toward establishing and exploiting relationships rather than trying to get the immediate sale from the healthcare consumer?
In what ways can a customer database be used once it has been established by a healthcare organization?
Why does direct-to-consumer marketing represent a radical departure from traditional approaches to marketing on the part of the pharmaceutical industry?
How has the discovery of the consumer by healthcare organizations influenced their approach to marketing?
What factors within marketing and/or healthcare are encouraging the adoption of more sophisticated marketing techniques?
What are the advantages (and disadvantages) of electronic media visà-vis print media?
What are the pros and cons of various forms of print media?
What is the difference between a push approach and a pull approach when it comes to sales promotion?
What are the steps involved in the personal selling process, and under what circumstances is personal sales the most effective promotional technique?
Why is there continued resistance against the use of advertising by healthcare organizations on the part of both health professionals and many within the general public?
Why is public relations often a preferred form of promotion for healthcare organizations?
How important is the culture of the community when it comes to the choice of promotional technique?
What role does the nature of the product play in determining the type of promotion used?
Why is a branding strategy not universally accepted by all healthcare organizations?
What are some of the types of strategies that may be formulated, and what determines the best type of strategy for a particular situation?
In what way should an organization’s marketing strategy link to its strategic plan?
What is meant when it is said that the lack of a strategy represents a strategic statement on the part of the organization?
How can we explain the fact that the patterns of health services utilization vary widely from community to community, although the characteristics of the population differ little?
Is it possible to create demand for a service like healthcare?
How can we explain the fact that the mere presence of health services may increase the demand for healthcare?
What are some of the demographic factors that influence the demand for health services?
Why is demand in healthcare a complicated issue, and what are some of the components that may contribute to the level of demand?
What are some of the bases for market segmentation that healthcare marketers may consider?
What major shifts in attitudes have characterized healthcare consumers over the past few years?
What role do attitudes play in influencing the behavior of healthcare consumers?
In what ways do psychographics (or lifestyles) influence the behavior of healthcare consumers?
What are some of the demographic traits that are likely to influence the behavior of healthcare consumers?
Explain the contention that healthcare organizations typically have a much broader range of customers than do organizations in most other industries.
What are some examples of institutional customers that must be considered by healthcare marketers?
How can we distinguish between the different “varieties” of healthcare consumers (e.g., patients, clients, end users, enrollees)?
In what ways are healthcare consumers similar to the consumers of other goods and services?
In what ways are healthcare consumers different from the consumers of other goods and services?
Why has the healthcare industry not historically thought of its customers as “consumers” in the sense that other industries have?
Why can it be argued that everyone in society (although perhaps involuntarily) is considered a potential consumer of health services?
What factors have contributed to the transition from a mass-marketing orientation to a target-marketing orientation in healthcare?
What is the relationship between needs and wants when it comes to health services?
Why would some argue that the payer mix is the most important population attribute to be considered during a market assessment?
Although lifestyle segmentation has been neglected in healthcare in the past, what arguments can be made for the use of psychographic analysis by healthcare marketers today?
What are the most salient demographic characteristics for profiling a population, and how may these traits differ depending on the type of healthcare organization?
How can patient volume and/or market share be used to delineate market or service areas?
To what extent has the Internet changed the manner in which markets are organized?
How can unmet needs that may indicate an untapped market be identified?
Why is it sometimes difficult to delineate market or service areas using standard political boundaries?
What determines the level of geography (e.g., county, ZIP code, census tract) at which a market or service area should be delineated?
For a startup organization with no history in a particular market area, how can the market area be delineated?
What are some of the bases on which markets may be delineated(e.g., geography, population segment, utilization), and what determines which approach should be used?
How do we define “markets” in healthcare, and what determines how market delineation differs for various types of healthcare organizations?
Describe how the healthcare industry has transitioned from an emphasis on “the sale” to an emphasis on long-term relationships.
What role is technology playing in the evolution of marketing in healthcare?
What types of marketing were initially adopted by healthcare organizations?
How would the approach of insurance companies selling to individuals differ from that for selling group plans to employers or other organizations?
How is the approach used by pharmaceutical companies in the sale of prescription drugs unique in healthcare?
How does the development and marketing of “cosmeceuticals”illustrate an attempt to identify and meet a felt need within the consumer population?
Why did healthcare organizations (particularly hospitals) emphasize advertising early in their marketing experience, and what lessons did they learn from an overdependence on advertising?
What types of organizations were the fastest (and slowest) to adopt marketing?
What are some of the factors that account for the different rates at which healthcare organizations have adopted marketing techniques?
Why is it not possible to apply the four Ps of marketing to healthcare in the same manner it is done in other industries?
What factors have contributed to the metamorphosis of the patient into a consumer, customer, or client?
What are some ideas that healthcare organizations have tried to market, and why are these more difficult to market than specific goods or services?
Which components of marketing have healthcare providers been most comfortable with in the past, and which are becoming more accepted today?
How do we distinguish between goods and services, and what are the implications of the differences for marketing?
Why is it difficult to adopt the marketing approaches of other industries and apply them directly to healthcare?
How can we explain the paradigm shift that has led to a deemphasis of the medical model and an emphasis of the healthcare model?
What factors within the healthcare system itself fueled the rapid change that has taken place in healthcare?
What factors led to the redefinition of the patient as consumer during the late twentieth century?
How has the epidemiologic transition contributed to change in the U.S. healthcare system?
What evidence can be offered for the medicalization of American society?
How can we account for the rapid increase in the prestige of physicians and hospitals during the “golden age” of healthcare?
What are some of the implications of the emergence of health as a distinct value in U.S. society?

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