1: Marketing and the Health Care System Due Week 4 and worth 300 points Select a health care provided with which you are familiar and write a four to six (4-6) page paper in which you: 1. Determine the direct impact of marketing for the health care provider you selected. 2. Outline a strategy for the health care provider you selected to determine the utilization of its products or services. 3. Outline a marketing strategy for the health care provider you selected. 4. Recommend at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. 5. Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites. Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are: Describe the health care system and the role of marketing. Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success. Use technology and information resources to research issues in health services marketing. Write clearly and concisely about health services marketing using proper writing mechanics. Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric. Points: 300 Criteria Assignment 1: Marketing and the Health Care System Unacceptable Below 60% F Meets Minimum Expectation s 60-69% D Fair 70-79% C Proficient 80-89% B Exemplary 90-100% A 1. Determine the direct impact of marketing for the health care provider you selected. Weight: 20% Did not submit or incompletely determined the direct impact of marketing for the health care provider you selected. Insufficiently determined the direct impact of marketing for the health care provider you selected. Partially determined the direct impact of marketing for the health care provider you selected. Satisfactorily determined the direct impact of marketing for the health care provider you selected. Thoroughly determined the direct impact of marketing for the health care provider you selected. 2. Outline a strategy for the health care provider you selected to determine the utilization of its products or services. Weight: 20% Did not submit or incompletely outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Insufficiently outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Partially outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Satisfactorily outlined a strategy for the health care provider you selected to determine the utilization of its products or services. Thoroughly outlined a strategy for the health care provider you selected to determine the utilization of its products or services. 3. Outline a marketing strategy for the health care provider you selected. Weight: 25% Did not submit or incompletely outlined a marketing strategy for the health care provider you selected. Insufficiently outlined a marketing strategy for the health care provider you selected. Partially outlined a marketing strategy for the health care provider you selected. Satisfactorily outlined a marketing strategy for the health care provider you selected. Thoroughly outlined a marketing strategy for the health care provider you selected. 4. Recommend at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Weight: 20% Did not submit or incompletely recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Insufficiently recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Partially recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Satisfactorily recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. Thoroughly recommended at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers. 5. Three (3) references Weight: 5% No references provided Does not meet the required number of references; all references poor quality choices. Does not meet the required number of references; some references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices. 6. Clarity, writing mechanics, and formatting requirements More than 8 errors present 7-8 errors present 5-6 errors present 3-4 errors present 0-2 errors present Weight: 10% Assignment 2: Competition, Marketing Mix, and Pricing Due Week 8 and worth 300 points For this assignment, use the same health care provider as in Assignment 1. Write a four to six (4-6) page paper in which you: 1. Determine the key characteristics of the users of the products and/or services of the health care provider you selected. 2. Analyze the competitive environment of the health care provider you selected and recommend a course of action for strategic marketing success. 3. Determine which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. 4. Determine the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. 5. Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites. Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are not included in the required page length. The specific course learning outcomes associated with this assignment are: Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success. Analyze the users of the health care system. Describe the various tools of the marketing mix available to health care providers. Use technology and information resources to research issues in health services marketing. Write clearly and concisely about health services marketing using proper writing mechanics. Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric. Points: 300 Criteria 1. Determine the key characteristics of the users of the products and/or services of the health care provider Assignment 2: Competition, Marketing Mix, and Pricing Unacceptable Below 60% F Meets Minimum Expectation s 60-69% D Fair 70-79% C Proficient 80-89% B Exemplary 90-100% A Did not submit or incompletely determined the key characteristics of Insufficiently determined the key characteristics of the users of Partially determined the key characteristics of the users of Satisfactorily determined the key characteristics of the users of Thoroughly determined the key characteristics of the users of you selected. Weight: 20% the users of the products and/or services of the health care provider you selected. the products and/or services of the health care provider you selected. the products and/or services of the health care provider you selected. the products and/or services of the health care provider you selected. the products and/or services of the health care provider you selected. 2. Analyze the competitive environment of the health care provider you selected and recommend a course of action for strategic marketing success. Weight: 25% Did not submit or incompletely analyzed the competitive environment of the health care provider you selected and incompletely recommended a course of action for strategic marketing success. Insufficiently analyzed the competitive environment of the health care provider you selected and insufficiently recommended a course of action for strategic marketing success. Partially analyzed the competitive environment of the health care provider you selected and 0artially recommended a course of action for strategic marketing success. Satisfactorily analyzed the competitive environment of the health care provider you selected and recommended a course of action for strategic marketing success. Thoroughly analyzed the competitive environment of the health care provider you selected and recommended a course of action for strategic marketing success. 3. Determine which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. Weight: 20% Did not submit or incompletely determined which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. Insufficiently determined which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. Partially determined which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. Satisfactorily determined which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. Thoroughly determined which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. 4. Determine the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. Weight: 20% Did not submit or incompletely determined the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. Insufficiently determined the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. Partially determined the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. Satisfactorily determined the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. Thoroughly determined the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. 5. Three (3) references Weight: 5% No references provided Does not meet the required number of references; all references poor quality choices. Does not meet the required number of references; some references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices. 6. Clarity, writing mechanics, and formatting requirements Weight: 10% More than 8 errors present 7-8 errors present 5-6 errors present 3-4 errors present 0-2 errors present Running head: Marketing and Health Care System Student's Name: Professor's Name: Admission Number: Course: Date: John Hopkins Marketing and Health Care System 1 John Hopkins Marketing and Health Care System 2 The direct impact of marketing for John Hopkins Health Care Many health care providers spend close to $2 billion every year on a direct-to-consumer advertising and this effort has been successful.\"John Hopkins spent $1.5billion for the last one year carrying out advertising of its products and services\". Patients inquire about the John Hopkins medication they view on television and other print media and they get prescription from doctors. John Hopkins Health Care System has also adopted the use of freeways with billboard advertising how remarkable their health care services are. This has turned out to be beneficial for the institution. They also adopt the marketing practice that praises the benefits of ct scans for cancer screening. A concern is emerging about the rationale for advertising health care products and services and there is emerging body of evidence that is being revealed about the impacts of marketing on health care products and services. A meeting organized by the Institute of Medicine is now working with the American Medical Association in advocating for a moratorium on advertising for new drugs. Despite this, current academic research is indicating that advertisements have the potential to increase the number of patients receiving treatments for under diagnosed illnesses like depression. Health care advertising has increased tremendously since 1997, when the FDA clarified its restrictions on ads. Drug organizations incur $700 million on advertisements for medications in 1996. The amount spent had increased to $4.1 billion beginning 2003 at least according to TNS Media Intelligence. John Hopkins Marketing and Health Care System 3 According to Isham, medical advertisements have positive effects since when medication is advertised, sales increase for that particular drug or service. People are not interested in generic institutions anymore as this is reflected in the usage per tern of John Hopkins Health Care. According to a research conducted in 2007, consumers who request for products they have noticed in adverts get the response of majority physicians. 73% of primary care physicians interviewed accepted that many of the patients had requested for the products and services they came across in ads. 65% of the physicians said that they normally prescribe those medications as requested by patients. While the advertising can increase the demand and eventually the cost medication services, all are not lost for insures. Research has indicated that the direct -to-consumer advertising improves sales within the therapeutic categories or classes of drugs, but it doesn't have significant impact on the market share of certain medications, says Julie M. Donohue, PhD, an assistant professor in the department of health policy and management at the University of Pittsburgh. "Direct-to-consumer advertising appears to improve the number of patients in need of prescription drugs from their physicians, but physician preferences iis still important in terms of what medication to be taken." According to Bruce M. Psaty, professor of medicine and epidemiology at the University of Washington, the Future of Drug Safety: Promoting and Protecting the Health of the Public," suggests that the FDA adopts a moratorium on advertising for new products so as to be certain of safety. John Hopkins Marketing and Health Care System 4 "The literature shows that direct-to-consumer advertising does make people aware of new potential therapies, and that's good," Psaty says. "But it improves the sales performance of drug products. The problem of direct-to-consumer advertising for physicians is that marketing determines the consumer's perspective about the product, says Sharon Levine, MD, associate executive director of the Permanente Medical Group in Oakland, Calif. Many customers are lured by the product's implies promise and hence customers do not opt for other products. It's the incorporation of direct-to-consumer advertising and direct-to-physician advertisement of drugs that results in rapid uptake in consumption of the drug, especially a new drug in the market. At John Hopkins Health Care, customer service representatives find themselves explaining why some procedures that are being marketed by providers aren't covered. "We have noticed hospitals advertise for CT scans as screenings for heart disease and lung cancer, none of which is recommended by the U.S. Marketing Strategy to determine the utilization of products and services For john Hopkins to determine the utilization of its products and services, it should apply the following marketing strategies: Product Strategy This strategy will keep the concept fresh in the minds of John Hopkins customers and prevent the competitors from encroaching the health care institution's customer base. This strategy also enables the organization to offer services that are unique from these offered by John Hopkins Marketing and Health Care System 5 its competitors. This includes products that come in trendy a basic quality. In addition, every product would bear the organization's logo. Distribution Strategy This strategy seeks to reach customers wherever they are. John Hopkins can employ the use of retailers and wholesalers to reach their target customers. The choice of distribution channel depends on the nature of the product, cost and distance and can give the organization competitive advantage is used well. Promotional Strategy The organization's promotional efforts also seek to differentiate its products and services from those of its competitors in terms f packaging and delivery. For this strategy, the organization relies much on personal contact with retailers to establish the products in their stores. This contact helps convey the message, and demonstrate the products' unique qualities, and build relationships with our target customers and suppliers across the market. The organization's sales persons interact with customers all the time in bid to inform them of the new products. Sales promotions and public relations currently account for the bulk of many firms promotional strategy. Pricing Strategy This strategy enables the organization to price its product with the competition in mind. The pricing strategy will also enable the John Hopkins health care to attract low income clients. The products are priced competitively, offering a good value against it competition. This can also help the organization to reach even people with low income. John Hopkins Marketing and Health Care System Ways through Which John Hopkins Can Shape the Buying Decision of Its 6 Customers 1. Price One way in which John Hopkins can shape the buying decision of its customers is to charge friendly prices for its products. Price is the value that you charge for your products and services. Sometimes coming up with effective pricing for products can shape the buying decisions of customers since they find the product cost friendly to them Product Offering quality products is another way of shaping the buying decision of a customer. Many of the customers like buying products that are of good quality and helpful to them. Customers are normally attracted to many aspects of a product apart from its physical outlook. These include the packaging and even health complication issues, quality, options and brand name. Availability The products should be made available sso that customers can easily access them. Majority of customers wants to see product availability and easy access at the time they need. This way, they can develop the habit of consuming such product or service. References "Impact of Direct-to-Consumer Advertising on Prescription Drug Spending," the Kaiser Family Foundation, June 2003. www.kff.org. "How Direct-to-Consumer Television Advertising for Osteoarthritis Drugs Affects Physicians' Prescribing Behavior," by W. David Bradford, et al, Health Affairs, September/October 2006. "Effects of Pharmaceutical Promotion on Adherence to the Treatment Guidelines for Depression," by Julie M. Donohue, et al, Medical Care, December 2004. "Direct-to-Consumer Advertising: Should There Be a Free Market in Healthcare Information?" by Andreas Hasman and Soren Holm, Cambridge Quarterly of Healthcare Ethics, Winter 2006