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The unique challenges of health care marketing.
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Partner, Director of Strategy & Insights at RUNNER Agency.
In the last 20 years, I've worked on digital marketing strategy across virtually every industry. But for the last several years, I've focused almost exclusively on health care.
What I've learned is that marketing for health care companies and medical practices has a very unique set of challenges that are unlike any other industry. Success in health care marketing demands that you have a clear understanding of how to navigate these challenges.
In this article, I've outlined some of the differences that I believe make healthcare marketing unique. My hope is to remind current health care marketers why having knowledge of the industry is so important, and to prepare new healthcare marketers for the strategies they'll create.
Perhaps the biggest challenge in health care marketing is targeting. Channels like search engine advertising are relatively easy as you can target patients searching for conditions and treatments. But outside of these channels, privacy regulations often prohibit targeting medical conditions. In fact, some platforms have even prohibited remarketing ads to brands in healthcare due to privacy concerns.
So a good health care marketing strategy will often rely on creative and messaging to attract the right patients. More advanced health care marketers will leverage platforms like programmatic networks where anonymized, privacy-safe data sets allow advanced targeting such as lookalike based on conditions.
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Health Insurance Portability and Accountability Act rules are an important nuance of medical marketing that has implications not only for how marketing and leads are handled but also for your marketing tools, how your site is hosted, vendor relationships and much more.
Technology often moves faster than HIPAA can keep up, so it's important to understand how new marketing technologies are compliant and where there are risks. As a marketer, you need to understand HIPAA, but you also need to know when to pull in legal or IT resources to help you make decisions.
A Specialized Marketing Stack
Many of the more popular marketing technology solutions aren't HIPAA compliant. This means that marketers are sometimes driven to industry-specific tools that are HIPAA compliant. Compared to other industries, there are far more custom marketing tools developed specifically for health care marketers. Not only does the tool need to be built in a way that keeps your data compliant, but you'll also generally want the vendors to sign a business associate agreement with you — it's essentially a contract that outlines the vendors' responsibility to use protected health information only in a secure and established way.
In addition, one of the larger challenges marketers have is with electronic medical record and practice management software that medical practices use not only to securely hold patient records but also to manage things like physician calendars. If you want to seamlessly help patients book appointments, for example, you have to integrate with these systems. The landscape is extremely diverse, and often these systems don't have pre-built integrations.
Unlike other industries, medical marketing key performance indicators are extremely clear. Medical practices typically have a singular focus on driving new patient office visits.
Yet there are many other KPIs that are important for medical marketers to pay attention to when trying to grow a practice. I've written before about six of the most essential KPIs for growth .
A Tracking Puzzle
Perhaps because of the challenges with the marketing stack, measurement and marketing attribution are common frustrations. In most cases, medical marketers have a difficult time automating measurement and have to spend time manually connecting the dots.
Here's an example: measuring revenue per patient. In other industries, measuring customer revenue may be as simple as looking at an invoice or credit card charge. But for medical practices, insurance makes things a bit more complex. Patients all have different types of insurance. So there's the cost of the services provided, but reimbursements are very different from patient to patient, and it may take months to understand how much a physician is actually getting paid. This makes attributing revenue to marketing a consistent, complex challenge.
Solving tracking challenges in healthcare requires patience, a motivated team and perhaps some custom integration development.
The insurance landscape is already fairly confusing, but succeeding in health care marketing means you need to have an understanding of different insurance types — such as PPOs, HMOs, Medicare and Medicaid. As a marketer, you need to understand what plans are in-network with the physician and which are not, as well as which treatments are covered and which are not. All of these will impact your messaging and creative, as well as the conditions and treatments you target.
Balancing Authority And Empathy
Health care decisions are made by patients who are often experiencing extreme emotions. Marketers must equally balance establishing the authority and showcasing the empathy of a physician. It's a unique combination and can make for challenging messaging. Strive to create a connection but offer hope and confidence in getting treatment.
To write convincing copy for health care marketing, as well as interact with physicians and other health care providers, it's important to know the dictionary of terms that are specific to the specialty you're marketing. In addition, patients sometimes don't use the exact same words.
It's not enough to just understand the words used; to create deeper marketing materials, you need to also understand the treatments and conditions at a much deeper level.
It's Challenging, But Rewarding
Despite all of the challenges above, health care marketing is extremely rewarding. As a health care marketer, I take pride in connecting patients with physicians to get them one step closer to the expertise and treatments they need.
And health care is exciting because it's now evolving quickly. As the rapid adoption of telehealth has shown us over the last year, old challenges are being replaced with new opportunities.
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Healthcare Marketing Essay
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…new market, the healthcare company will want to use this strategy simply because it is an effective way to introduce the company’s brand, products and services to the population. Differentiated marketing, also known as multi-segment targeting, is a helpful marketing strategy that the healthcare company can use to target select demographics all at once and design marketing campaigns for each of those specific demographics (Blythe, 2009). For instance, a healthcare marketer might design a marketing campaign that appeals to elderly persons and a separate campaign that advertises child health services, and a third that is designed to target the women’s health sector. Concentrated targeting is a technique a healthcare commpany’s marketing team may use if there is a special niche market that the company wants to isolate and appeal to (Hartley & Rudelius, 2001). An example of this approach would be a healthcare company that is attempting to reach a population that is addicted to opioids: the facility could advertise drug counseling services. Customized marketing can be useful when the company is looking to obtain a long-term health contract. These are usually aimed towards other big organizations like government agencies. Marketing Strategy Generally speaking, the marketing strategy should follow the basic rules of marketing in the digital age, which consist of the following: 1) leverage social media and interact with consumers on social media platforms like Twitter, Facebook, YouTube and Instagram; 2) use consistent branding to make sure the brand is well-known and familiar; 3) have a website that is easy to use, informative, intuitive, and friendly; 4) use marketing emails to keep customers informed and to raise health literacy in the community, such as the need for screenings for breast or prostate cancer. Healthcare content marketing is a great method of attracting healthcare consumers, as it focuses on spreading valuable information to the consumer. By educating consumers about their health, customers can come to know what is important and why they should take care of their bodies and minds. They feel grateful to companies that adopt this approach because the view it almost like a public service announcement rather than as a marketing pitch, though that is what it is. Conclusion The objectives of a healthcare company’s marketing strategy should be to promote new health services and products whenever they are ready to be introduced to the public. The 4 P’s should be considered, but so too should the ethics, rules and regulations of healthcare marketing. Companies want to always be aware that their brand is on the line. Reputations should be protected and consumers should never be violated or offended by a marketer’s message. Marketing is about growing the company’s brand as well as its digital presence (now that the Digital Age is here). This means using a website and having a social media presence, developing lead generation when needed, identifying and targeting new customers and boosting consumer growth while simultaneously retaining existing customers, and enhancing brand loyalty.…
Sample Source(s) Used
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Essay About Health Care Marketing
Type of paper: Essay
Topic: Business , Marketing , Health , Health Care , Customers , Nursing , Services , Products
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Marketing is the means through which businesses and organizations get to their customers. It’s basically a means of communication in which the seller gets to attract more customers or consumers to buy his/her products and services. It entails informing the customers what is unique about your products or services and why they should chose them over others that serve the same purpose (Jobber et al., 2012). In most cases, marketing focuses on the value and quality of the products and services being offered. A strategic plan on the other hand refers to a manuscript with objectives and procedures which a business or an organization needs to undertake in order to achieve its set goals. Ethical refers to a set of rules or standards that determine whether an action is right or wrong. Mostly ethics is used in reference to conduct or behaviors of certain professions or businesses. In health care, I consider it unethical for an organization to carry out marketing or have a strategic plan whose main objective is to cause a competitor to go out of business. Businesses always offer quality services and products when there is competition unlike when it operates alone or operating in a monopoly. Healthcare organization should there embrace and encourage competition in their marketing by focusing on improving the quality of their healthcare services rather than spending much of their time in trying to eliminate a competitor out of the healthcare business. Healthcare marketing should therefore focus more on the needs and expectations of their consumers i.e. patients (Hirsch, 2015). For example in carrying out marketing, healthcare providers should put more emphasis on what will convince patients to buy their products and services by fully understanding their decision making criteria. This is basically because patients perform a background research of hospitals and their doctors as well as their medical practices and compare them with what other hospitals offer by having a look of what other patients or consumers say about them. They then make a decision to visit a hospital that best meets their expectations. Such decision making processes can be greatly influenced by marketing. It will therefore be very crucial if healthcare provider pay more attention to the reputation of their organization (Hirsch, 2015).
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education. Lonnie Hirsch. (2015). Defining a Buyer Persona for Healthcare Marketing. Retrieved from http://www.healthcaresuccess.com/blog/healthcare-marketing/defining-a-buyer-persona-for-healthcare-marketing.html
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Health care marketing is continuously changing and growing . The introduction of new information communication technologies has revolutionized not only how health care facilities operate including service provision but also how they advertise their services and products. The health care sector is constantly embracing new and improved approaches to marketing. It is the aim of every medical center to stay on top as a market leader. This paper discusses how marketing in health care occurs.
Health care centers have embraced brand-based marketing as an approach to creating awareness of their services. Branding entails positively standing out among competitors. Branding has to be powerful for the business to gain a reputation. Brand marketing involves brand awareness, brand image, brand recognition, brand equity, name recognition, and name awareness. Successful brands must have a resonance with the customers. Brand resonance involves how well a customer can identify himself with a certain brand.
Also, most health care centers have embraced the marketing approach of professional referral. They use other dental, medical or professional sources to bring new customers. Patients who are referred by professional doctors tend to trust them more and thus the health care benefit from such referrals. Health care centers are working toward increasing their network of professionals.
Today, health care practitioners and facilities use public relations as a way of marketing. Public relations include having a plan and carrying out health care publicity. The healthcare publicity goes hand in hand with the free press exposure of the health care. A free press is a result of appropriate timing, excellent planning, and delivering a clear and right message that will make the public aware of the existence of health care products and services.
Most health care centers have become tech-savvy. They are marketing their products and services through the internet. The internet has a variety of channels for marketing such as social media, patients’ portals, and mobile apps. The online presence of health care gives it an edge when it comes to competing with the other players. Traditional business marketing of products such as cars, foods, or shoes shares some of the features of health care marketing, though; there exist some differences between the two. For example, Ford’s advert or Virgin Atlantic’s “Let it fly” advert on the media is noticeably different from the ones of United Healthcare. Ford is advertising its quality automotive while United Healthcare concentrates on creating awareness of the medical services.
Business marketing involves both internal and external marketing while health care marketing mainly consists of internal marketing. Internal marketing refers to marketing your product or services to the people who already knows you. External marketing uses media channels such as newspapers and radio so as to reach the people who do not know you. Marketing has an effect on the clients as it convinces the clients to feel that they need what is being advertised.
Marketing is more vibrant in traditional business marketing as compared to health care marketing. The reason is that initially, people thought that marketing health care was unethical. In the 21st century, the perspective of marketing health care being viewed as unethical is no longer in existence. Health care marketing is directed to those suffering from illness and to those who might suffer from any disease in the future.
The majority of the health care marketing activities portray healthcare as a good whereas it should be treated as a utility. Also, healthcare is spending too much on advertising rather than investing in modern and quality equipment for healthcare. However, marketing remains an essential driver of growth of the healthcare Thus, it should be properly planned and carried out. The most effective channels remain to be referrals, the internet, and media.
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Essay On Marketing In Health Care
Essentials of healthcare marketing essay.
3. An orthopedic group practice has decided to develop a pediatric sports medicine program. Identify potential target markets for this new service.
Rush University Medical Center Case Study
A Marketing strategy is necessary to develop and implement for all health care organizations. Rush University Medical Center in Chicago learned this lesson in the most difficult circumstances. The leadership assumed the reputation of the facility would be enough to stand up against all other health care facilities in the surrounding area; supplementary publicity or lobbying was necessary. As time passed on, it was very obvious by the drastic decrease in patient census and revenue that something had to change. The implementation of an environmental scan in that particular instance would greatly influence the facility in a positive manner. It is an approach that assists in the process of identifying and recognizing all the marketing elements involved. The first step of the environmental scan is an assessment of the five major environmental forces and trends. Next, evaluate the potential impact on the organization’s target market and adjust the organizations marketing mix strategy as appropriate (Berkowitz, 2011).
Market Analysis For Health Care Centers
For health care centers to remain competitive, it is important for them to conduct comprehensive market analysis of their industry to properly understand important issues affecting their health care marketplaces (CSU-Global, 2015). An effective market analysis consists of the following elements: industry overview, target customers, market segmentation, competition and market needs, growth, and trends (CSU-Global, 2015). Therefore, a good market analysis assists health care centers in gaining a competitive edge by determining what their consumers are looking for in regard to products and services.
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Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations: Building a customer-driven health system. San Francisco: Jossey-Bass.
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The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which
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Free Marketing in Health Care Essay Sample
Marketing is the act of making known to the public and consumers the services at your disposal that may be of beneficial importance to them. In the medical fraternity, marketing involves the act of availing information to the people of the various products and services offered. These include available hospitals as well as the various services offered by them. It also includes advertising of the various pharmaceutical products offered as well the medical equipments.Until the late seventies the practice of marketing for medical purposes was rarely heard of. Even in the few cases that it did happen the masses perceived the practice as malicious and out to dent the image of the medical profession and industry as a whole (Cooper, P.D. & Robinson, L.M. 1982). It is a tricky and a sensitive practice that needs to be approached carefully since it can also lead to bad perception too.
History of health care marketing
Not so long ago the idea of making known of health care through mass media and various other modes of advertisement was unheard of. Marketing has been practiced since long time ago but not so for the case of healthcare. A change in this trend started appearing in the late seventies, where health care marketing was first practiced in the US. Since then the practice has been propagated and nowadays it is such a success and an economic earner that both the healthcare and the advertising industries cannot afford to overlook it (Francese, 1996). Beyond this growth and the achievements made there are also challenges in this sector. These include challenges such as the long held position that marketing in this field is unethical, and the public perception of this whole idea. All these factors need be evaluated before one embarks in this business and also when choosing the mode of marketing to be applied to meet the objective of the firms involved. In the past marketing in healthcare existed though it was limited and was mainly through simple linkages between the practitioners and the consumers. This was necessitated by the fact that hospitals and other healthcare providers needed to look for new users of their products and also to make sure that they held on to the ones they already had. Print media and other modern forms of selling businesses in this field were looked down upon in those ancient times until the late seventies. From that time to the present day marketing in this field has become very crucial to the extent that few firms if any can afford to operate with no means of marketing at all.
Health care consumers and factors that influence consumer behavior
Healthcare consumers are those people that benefit or may benefit from the services offered by hospitals, the hospital staff, and the pharmaceutical companies and so on. They also include hospitals, private clinics, individuals and medical teaching institutions who buy medical equipments for use for various roles (Berkowitz, 2010). Proper marketing needs to be done so as to ensure the consumers of these products get the right information and also to help them understand the benefits of using the products and at the same time being able to maintain a positive image of the said products. Various factors usually come to the fore when it comes to marketing in this front. This practice leaves consumers with tough choices to make in their endeavor to maximize on the best services available as well as being masters of their own destiny as far as their health care is concerned.
Consumers employ different techniques when choosing between the different options placed before them and these are influenced by various factors that need to be seriously considered when carrying out healthcare marketing. The information availed to the users of the services or equipments will greatly determine the success of the product on the market. Healthcare is a sensitive issue and thus the information provided should be able to address the needs of patients for example. It should be aim at specifically influencing certain decisions that the consumers ought to make in line with the situation at hand (Thomas, 2005). Also the information that is given should be meant for a specific group who have the need to know more about the product and in the wrong run find it of beneficial use. Also the way the information is delivered to the potential users will greatly determine the success of the product in the market. The marketer should try and present the information in a more captivating manner such that he will capture the attention of the consumer.
Being a critical field, the information should stress on the gains to be obtained from the use of the product and not the components of the product. The mode or chain of distribution in this field of marketing is so critical such that the wrong choice of channel for distribution can have dire consequences since it will influence the behavior as well the consumer's choice (Berkowitz, 2010). The marketer should work and associate with reputable and trusted firms and intermediaries since association with untrustworthy and suspicious associates lowers the consumer's belief in the credibility of the information provided as well as the services offered. All the above factors all greatly influence the behavior of a consumer and greatly impacts on their decision making regarding health care products.
Marketing techniques and strategies currently used by health care organizations
Healthcare marketing is a very sensitive field and needs to be approached from a well defined perspective. One should try and balance between promising too much and offering the beneficial services. It is a field marred by various unethical practices such as quackery and also some advertisements aimed at causing panic in consumers to the extent that they end up buying into your ideas, products and services. Proper healthcare marketing should be devoid of this so as to ensure that patients get the right services offered to them. Health care providers use various means to reach out to their clients.
One of the ways that healthcare providers market their services is through promotions. This can be in form of services such as free eye checkups for their clients (Berkowitz, & Hillestad , 1991). Through this clients are able to appreciate the role played by the service provider and this will help in making the presence of the provider felt and recognized by the clients themselves as well as other who were not aware of the existence of such a healthcare provider.
Checking on the progress of patients who have already been offered services by a physician or clinic through call backs and visits is also another way of marketing of these services (Thomas, 2005). This creates a feeling of responsibility and concern in the patient and this will heavily influence him to go back later on as well as advising colleagues and friends to visit the facility in future.
In the case of equipment supply firms they can decide to issue items for free to the hospitals and other facilities where they deliver their goods to. The items should have a logo or the name of the firm on them as a marketing tool even to the patients and other people who may visit the facility, in addition to the impact on the facility itself.
Another way of marketing is through the media such as television. The adverts should stand out and should be captivating (Berkowitz & Hillestad, 2000). This makes the product, may be a drug noticeable by people who access this form of media. This form advertisement has been quite regularly used by companies advertising painkillers where even some sport personalities are depicted as heroes having overcome pain as a result of the drug.
Requirements for successful marketing of health care services
A successful marketing strategy should have goals. Evaluation should be carried out to see whether the goals are met, and if not the other options available at the disposal of the organization. A research should also be carried out on the needs of the patient and the measures that should be put in place in accordance with the findings of the research. Also research should be done on the operations of the rivals (Cooper, & Robinson, 1999). The gap in the products and services they provide should be evaluated and investment strategies on areas where there are deficits implemented. Also areas where the firm or company faces stiff competition from their rivals should be evaluated and improvements made so as to make its services stand out from the rest of the competitors.
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Healthcare Marketing - Essay Example
- Subject: Marketing
- Type: Essay
- Level: Masters
- Pages: 6 (1500 words)
- Downloads: 2
- Author: emile26
Extract of sample "Healthcare Marketing"
A professional public relations administrator at the local hospital explained the role of public relations departments in hospitals to me in a very comprehensive and enlightening manner and yet managed to keep the discussion from going off the deep end. An example of this was his meticulous response to one question about the primary difference between marketing and PR. He responded by saying that though there exist clear differences between marketing and PR, still the line running between them is getting more and more blurred with time due to multiple factors.
No matter how much confusing it gets to identify the line between the two domains, the differences continue to matter. It is important for a public administrator to acknowledge the ABCs of his/her job and what is required of him/her at work. It is essential to recognize the difference between communicating with investors or the public and promoting the business. Often times when public administrators working at some healthcare facility are asked if they spend their time communicating with the public or advertising/marketing their healthcare setup, they answer that they are doing both which is where the line between PR and marketing gets blurred.
Charles further illuminated me by identifying how the difference between PR and marketing matters more in large corporations or big hospitals than in small healthcare clinics. There is an entire department of people working at the hospitals to keep a check on the release of earnings and communicating with the public which is why identifying the difference between PR and healthcare marketing matters more in big hospitals. Many times during his work at the local hospital, Charles mentioned how despite obvious differences marketing and PR at times became a function of each other and fueled each other.
Based on his work experience, he told that at times, it gets practically difficult to separate one from another. Both marketing and PR are important areas as people working in both departments actually handle myriad activities to achieve the same objectives and though the focus, strategies, and planning in both departments might differ, each is increasingly essential for the wellbeing of a hospital. Both PR and marketing require a different set of skills and focus on elements that stand in contrast to each other.
“There are major differences between marketing and public relations that arise mainly from the view that the developments in relationship marketing and public relations are intruding in each other’s domain” (Ströh, 2007). Still for sustaining the growth and reputation of a big healthcare setup and because the awareness regarding the line of difference between PR and marketing is quite nebulous, it is critically important for the PR department to work in collaboration and concert with the marketing side.
Separating these two departments from each other often becomes an issue when working in big hospitals but the need of the time is that both PR and marketing people know what is happening on the other side because not working in collaboration means weaker results due to unmet objectives.When I asked Charles about his opinion on how the set of skills and strategies for PR and marketing differ from each other, he began to discuss the differences by first claiming that both PR and marketing are management functions and both have the same primary goal to promote the business.
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- Public Relations Marketing
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Healthcare Marketing Essay Sample
Loyal customers end up spending a significant amount of money to take care of their health. For this case, the healthcare organization earns revenue. Customer loyalty is beneficial to the health institution because it understands the needs of the customers and designs various health plans that will benefit the patients. According to Chahal (2008) using provider again for same treatment (UPAS), using the same provider again for different treatment (UPAD), and referring providers to others (RPO) can measure patient loyalty. The first approach measures patient's willingness to reuse a service that was offered earlier. The second one measures the level of patient satisfaction, and the third evaluates positive referrals from patients. The three methods are appropriate for measuring customer loyalty and can be improved to meet the needs of the customers.
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According to Chakraborty and Majumdar (2011), customer satisfaction in the healthcare setting can be measured in a myriad of ways. The most popular include the Tunisian Measurement Scale, which measures patient satisfaction based on seven variables such as nursing care, reception, information, hygiene, comfort, and food service. The next model is the Consumer Assessment of Healthcare Providers and Systems (CAHPS). It measures patient satisfaction with quality care. This method is an internationally validated tool. The third approach is the Taiwan Customer Satisfaction Index (TCSI), which measures patient satisfaction n using customer expectation, perceived quality, overall satisfaction, and loyalty.
The three examples of recovery marketing strategies include customer recovery, process recovery, and employee recovery (Michel & Johnston, 207). All the three approaches are similar in that their primary focus is to revitalize the services of an organization. The only difference between them is that one strategy caters for the reestablishment of customer satisfaction, the next one focuses on learning on failures to prevent from reoccurring again, and the third approach deals with the preparation of employees to deal with failures.
Pleasant View Family Health Centre in Toronto, Ontario offers a product mix to their customers that consist of hot packs, crutches, foot massagers, walkers, wheelchairs, wheelchair ramps, and canes. According to the products offered it is possible to add additional products such as orthotic and prosthetic devices. The possibility of including the products is because Pleasant View Family Health Centre focuses on providing assistive devices to families; therefore, it is essential for the administrators to add other services to attract more customers.
Chahal, H. (2008). Predicting patient loyalty and service quality relationship: A case study of civil hospital, Ahmedabad, India. Vision, 12(4), 45-55.
Chakraborty, R., & Majumdar, A. (2011). Measuring consumer satisfaction in health care sector: The applicability of servqual. International Refereed Research Journal, 2(4), 149-160.
Michel, S., Bowen, D., & Johnston, R. (2007). Service recovery management: Closing the gap between best practices and actual practices. revise and resubmit from Academy of Management Perspectives.
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Table of Contents
Qualitative Marketing Objectives
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Many health care systems are aware of the challenges that they are facing in the industry. As such, marketing plan is aligned with the existing challenges to ensure that they serve the purpose and objectives of renal dialysis center. This will largely depend on the perceived and real challenges that the center’s marketing department faces. Obviously, the renal dialysis center has unique challenges which inform the formation of a marketing plan that will help in overcoming those challenges. Through an effective marketing plan , the renal dialysis center can have a clear direction on where it is going and, more importantly, how to get there. This is mainly done in the form of documenting each and every decision, and analyzing the potential challenges and opportunities that might arise along the way.
In its marketing plan, the renal center will pursue the following marketing objectives in order to achieve a growth of rate of 12 percent annually:
- In its marketing, the center will support community development activities through strategic partnerships and alliances with the community organizations, and other health clubs and retailers to reach the clients;
- The center will also introduce an online platform to allow patients to interact with physicians within the next two years. This will increase the level of reach to clients, hence increased sales;
- The center intends to become a market leader of renal dialysis services in the town by increasing its market share of renal services;
- The center will continuously improve on the renal dialysis services as a way of achieving a 98 percent customer satisfaction by the end of year;
- The center also aims at doubling the number of space occupancy in the next 1 year in a bit to maximize on the increased number of customers;
- The center will increase the number of returning customers by 5 percent in the next 1 year.
Objectives and goals of the health care institution are important in outlining a marketing plan. However, goals and objectives to be included in a marketing plan must be specific and achievable. In other words, a marketing plan must emanate from the SMART concept so that it is specific in nature, measurable in quantity and quality, attainable in terms of execution, realistic, and time bound. These characteristics will ensure that the marketing plan not only help the renal center in competing effectively, but also that it helps it to remain profitable in the amid challenges.
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The following qualitative objectives will form the basis of the marketing plan for the renal center:
- To provide renal dialysis services to patients in an innovative environment that allows friends and family visits with a view of improving their quality of health.
In formulating a marketing plan for dialysis service, the marketing manager will require to identify their target customers. This is because the center will need to have a clear understanding of the needs of its customers for it to provide services which are specifically meant for such customers. Moreover, having the needs of the customer in mind will help in cutting down the costs associated with providing general services which also might not attract as many consumers as possible. Having to identify a niche market is also important in contemporary marketing because it helps the health care provider to specialize and offer high quality services.
Additionally, a marketing plan should be informed by the actual happening in the entire industry. The ability to highlight the actual challenges in the health care industry will assist the marketing team to come up with innovative and creative solutions in health care (Kotler, Shalowitz & Stevens, 2011);
- To establish awareness of the Renal Ease brand among physicians linked to a meaningful positioning.
The renal center will use profiling strategy in communication in an attempt to reach out to customers who indicate signs of loyalty in their brands through sending e-mails and making direct calls to them to find out how they are finding their products and services. The center will use direct marketing to clients within the community it serves by showcasing its services and products to them (Richardson & Norris, 2010);
- To strengthen and build awareness of the brand among the public especially targeted consumers.
Health care systems need to take advantage of the push approach as a strategy to targeted customers. Health care providers must also use tools such as contests, free samples, and coupons to entice and attract customers to visit their facilities. This form of communication should go a long with the pull approach to minimize on the costs of marketing the products in the new market. However, the success of the push strategy will depend on the demand that potential customers indicate and the level of interest that they show during road shows and trade shows and whether customers indicate their loyalty to the health care service. It may take a longer period for the health care providers to determine customer loyalty; even though, it is important to expect that customers will be embraced with products and services provided. One way to identify whether customers are likely to form brand loyalty is the ability to recognize the brand before they go to health care facilities to access the services;
- To invest heavily in marketing to create a memorable brand image projecting innovation, quality, and value.
For an effective marketing plan, health care systems will also require to use all relevant communication techniques in order to attract customers in the already competitive health care industry. This is especially important considering the increasing competition from other health care providers that already serve in their regions. Both push and pull strategies shall be used in communication besides the profiling approach. Push communication will aim at getting customers to visit health care centers without necessarily advertising. This will surely include people who will not be reached with advertisement;
- To develop tools to measure awareness and responses by adjusting marketing efforts if necessary.
This will be done through carrying out evaluation of the approaches used in the renal dialysis center so as to know whether it is meeting the marketing needs in the regions it serves from the market point of view, or from a customer point of view. Organizational approach will focus on the 7Ps. This means that product, price, place, promotion, people, processes, and physical evidence is the center of focus by the health care providers. On the other hand, 7Cs including customer, cost, convenience, communication, caring, coordination, and confirmation forms the center of focus;
- To increase customer satisfaction, thus reducing the number of complaints in complaint box while making complaint box more visible.
For an effective marketing strategy, it is essential for health care providers to understand that adopting a single communication strategy may not work effectively for them. They, therefore, must combine different approaches to communication. The most important is the balancing of these strategies with the aim of creating a satisfactory marketing mix, which is acceptable, and enticing the targeted customers. This is in recognition of the fact that different customers react differently to certain advertisements or communications, concerning health care products and services. The center will also consider best pricing strategies that will attract customers instead of driving them away to competitors (Hibbard, Slovic & Finucane, 2009).
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The knowledge of the advantages that competitors have will help in launching products and services which are based on the outcome of the care services and the quality that customers are going to derive from the services. This will arguably be the basis on which the consumers will choose the health care provider among the numerous ones in the market. Equally important for the customer is higher success rates which will be the blueprint on which the customers are going to choose the renal dialysis center (Richardson & Norris, 2010).
The following marketing strategies will be observed in the marketing plan:
- Developing a safe environment and culture;
- Implementing continuous research and development systems;
- Identifying target segments and their needs that Renal Ease intends to meet;
- Position Renal Ease as the premium facility for renal diseases and complications;
- Coordinate with purchasing, operations, sales, finance, and human resources;
- Introduce a marketing department to proper support effective implementations of the plan;
- Introduce the training program of all units;
- Build a reliable brand reputation through continuous patient experience excellence, physician marketing campaigns, and enhance Renal Ease website, online and search engine marketing, and utilization of social media;
- Develop patient satisfaction surveys and monitor website statistics;
- Capitalize on community awareness events;
- Develop effective communication systems with patients and community;
- Improve the involvement of public to understand their health care needs;
- Enable continuous improvement for developing effective solutions for existing health care problems within the community.
From the above marketing plan, it is expected that health the renal dialysis center will be able to launch and promote high quality services and products in a competitive market, having analyzed the situation and carried out SWOT analysis inherent in its operations. Proper and effective marketing plan in health care is the one that helps the marketers to take advantage of their niche markets and provide high quality and competitive services and products besides enabling them to be better choices in the market. This is the reason why marketing plans must have specific targeted consumers. Additionally, health care systems must capitalize on their ability to create high quality services and products at prices that are reasonable to the consumers.
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- Economic Terms and Healthcare History: Policies to Enhance Access to Healthcare This has led to the evolution of healthcare economics as the costs for accessing medication shift from one sector of the economy to the other. Macroeconomics relates to the expenditure of the government and the […]
- Legal Concepts in Healthcare: The Fundamental Rights of Clients Malpractice is closely related with negligence and refers to a practice that contravenes what is expected of a given individual, usually a professional or specialist like in the case of the medical field.
- Active Listening Skills in the Healthcare Environment The listener shares the information with the speaker and should not make a prejudgment In the therapeutic setting, the therapist is required to listen to the victim as the victim narrates or expresses his feelings […]
- Concept of Gender Analysis in Healthcare: Access to Quality Healthcare This essay defines gender analysis and discusses the application of gender analysis to the health status of women of different incomes.
- Is Universal Healthcare a Human Right? The question of whether universal healthcare is a right or privilege is at the heart of debate on how to reform American healthcare.
- Inequality in U.S Healthcare: The Americare Insurance System The other insurance is the Medicaid that covers the poor and the unemployed people. This means that the better option of insurance is a universal insurance plan that caters for everyone.
- Jamaican Healthcare System The ministry of health in Jamaica is also trying to restructure the processes within the health sector to improve its services to the citizens, enhance service delivery and increase the accessibility as well as accountability […]
- A Comparison of Universal Healthcare in the USA, Canada, and UK Universal healthcare in the US: The patient protection and affordable care act The patient protection and affordable care act is the equivalent of universal healthcare in the US.
- Comparison of the Healthcare System in Singapore and America The US government should formulate a strategy that would help in replicating the strengths of the healthcare system of Singapore in the US healthcare system.
- Effective Healthcare System: Lean Principles in Healthcare Management In most countries, the quality of medical services is one of the major factors that are used to measure the effectiveness of the healthcare system.
- Issues of the Health Care Policy in the USA It is also quite important to note that most of the establishments in the Healthcare industry are offices, which have been established for health practitioners such as dentists, physicians and doctors, among others.
- Information Security & Privacy in Healthcare: Discussing the HIPAA Standards & Requirements One of the underlying issues covered in the document is the need for covered entities to tighten internal and external compliance procedures by ensuring that their business associates subscribes to a set of standards and […]
- Teamwork and Communication Errors in Healthcare This paper states that medical errors have a number of underlying causes, including the fallibility of medical personnel, uncertainty of medical knowledge and imperfection of organizational systems, and pays special attention to the negative outcomes […]
- Listening Skills and Healthcare: A Quantitative Survey Technique As the number of studies increases, the results, effects and outcomes of patient-provider communication, there is still a much research to be done in the field.
- Human Capital Management in the US’s Healthcare Industry The meaning of human capital, the strategies that firms are using to develop their human capital and the drivers of human capital will be illuminated in light of the US healthcare industry.
- Human Capital Management in Healthcare Industry in the U.S Also it is necessary for the management within the health industry to treat human capital with utmost professionalism by using radical and outstanding human capital management strategies that will optimize their performance and quality of […]
- Human Resource Management: Recruitment Process in Healthcare Regardless of the power to hire and fire, the nursing staffs in the institution are cognizant of the financial implication of being dismissed from the institution.
- Human Capital Effect on Healthcare Sector in the US Some of the determinants that could exhibit the effectiveness and efficiency of the service awarded could include the patients’ well being and lack of complaints about the delivery of the service.
- Preventive Healthcare Efficiency Mass prophylaxis refers to the capacity to save from harm the healthiness of the populace by means of administration and effective management of important interventions in reaction to a community health urgent situation in a […]
- Healthcare Provision to the Aged People Due to the emergence of constraints arising from the high cost of providing the services and care to this group, it is critical for healthcare to be viewed as a necessity.
- Intermountain Healthcare: The Field of Healthcare Management and Reducing Revenues Because of Improved Quality There are a lot of different explanations to his fact and the authors of the article tried to explain the dependence of the improvement of the services quality and the revenue lowering.
- Business Plan For Creating Online Business Expansion Selling Healthcare Products and Services Online advertising is the best modern way to attract, capture and retain customers in a mass market where they will be informed about the availability of the product in the market, the exact locations where […]
- Medical Research: Implementing Modern Technology in the Field Therefore, the aim of this proposal is to facilitate the implementation of modern technology in the field of medical research and efficient and timely availability of medical information to the various healthcare delivery professionals.
- Telecommunication and Computer Networking in Healthcare The key areas emphasized in this legislation are the maintenance of confidentiality, the protection of patient information and the respect of the rights to privacy of the patients.
- Healthcare Information Systems: Optimization for Delivery of Quality Service Lack of relevant system-wide healthcare Information technology causes significant expenses that come in the form of the increased number of the workforce and wasted time.
- Healthcare Administration: Foreign Trade Commission The role of FTC is to ensure effective law enforcement on consumer interests by provision and sharing of its expertise with the federal state, international agencies and the legislative body in the US.
- Healthcare Fraud and the Welfare of the Healthcare Consumers The case of Sundown Community Hospital and Central Park Medical Group joint venture, which offered financial benefits to facilitate the agreement on the transfer to patients, a majority of whom are under Medicare plan, violates […]
- The Strategic Training of Employees in Healthcare Organization The research focuses on the reasons for the training of the health care employees. The health care organization’s nutritionist generates a report of the diverse food needs of the health care organization’s patients.
- American Businesses Motivated to Offer Healthcare In this case, businesses were motivated to offer healthcare to employees because it was an emerging and necessary competitive advantage for success in the business world that was changing.
- Healthcare Mobile Computing With the use of mobile computing devices, patients are in a position to monitor the progress of their condition unlike when one is visiting a hospital and does not rely on mobile computing because in […]
- Healthcare Facility Knowledge Management Solutions This requires the implementation of a knowledge management system that serves to ensure that there is effective knowledge sharing between the healthcare facilities and the MNC.
- Hand Hygiene in the Healthcare Environment Importance of the problem Hand hygiene among nurses and other healthcare providers in a hospital center is important to the mitigation of infections. Nurses need to be guided to an awareness of the importance of […]
- Creating an Online Business Expansion Plan for Healthcare Products There are scripts that will be embedded in the website to optimize the website’s findability through search engines and this is intended to increase flow of traffic to the website which ultimately is intended to […]
- Policy & Politics in Nursing and Healthcare The accent is made on discovering of the major representatives of the philosophers and pivotal objectives that describe each type of the political ideology The conceptual models of the presented policymaking provide the better involvement […]
- The State of Change in Healthcare Reforms The unmet needs in health care and women’s health care are as the result of these factors which seem to stay irrespective of what is expected in the organization. In this case, delivery systems demands […]
- Organizational Theory in Healthcare Organizations The origin of the pressures is both from internal and external sources which have in turn affected the manner in which the organizations are run, structured and organized. This paper has focused on the application […]
- Healthcare in China: Demographics and a Life Expectancy Health Indicators According to a research conducted in 2005, it was estimated that the population has a fertility rate of 1. Healthcare System The availability, accessibility, and capabilities of healthcare professionals determine the efficiency of […]
- SWOT Analysis on Chicago Healthcare Center The firm will have to incur the initial cost of installing this system within the firm. Besides this cost, the management will have to look for skilled labor to take care of the new machines […]
- The Effect of Meaningful Use on Healthcare Organizations In addition, it is imperative to mention that the incentive program under the confines of the meaningful use established regulations for the first stage through the cooperation of two major bodies.
- The Film “Salud!” and the Cuban Healthcare System A robust private sector orientation is one of the strengths of the US healthcare system. There are quite a number of aspects in the Cuban healthcare system that the US healthcare ought to adopt.
- Technological Development in the Healthcare Industry The benefits of the spending will be weighed against the efficacy of the technology in this chapter. The growth in the industry will be evaluated in terms of mechanization and in the solid facilities housing […]
- Merck Corporation and Tenet HealthCare The company was formed in 1995 after the merger of the National Medical Enterprises and the American Medical International. The Tenet HealthCare Corporation has shifted to rural hospitals and this gaining a large number of […]
- Innovations in Healthcare Service Delivery Over the last century, the expansion of service sectors has been attributed to the increase in the adoption of innovations and technologies.
- Healthcare System on Indian Reservations Indian reservations were established in the early 1850s after the passing of the appropriation bill and the executive order which allowed for the creation of reservations for the Native Americans.
- Policies and Regulations for the Twenty-First Century Healthcare Organizations In addition to the regulations designed by the WHO, the members of the UNICEF Organization have also provided their rules and guidelines on the course of actions for an organization to follow in case of […]
- Quality Management in Healthcare This is one of the factors that Mayo Clinic has been determined to improve its service quality in the market. Leadership is the second principle that Mayo Clinic has used in order to improve the […]
- The Liability Imposed to Medical Practitioners and Healthcare Organizations in the United States – Point of View by Writes & Dent The topic of this article is ‘the doctrine of respondeat superior’, and applies to my career life as I realize that the doctrine is not only pertinent to medical doctors but also other professionals in […]
- Universal Healthcare in The United States Against the backdrop of the many discussions in the globe, the right to access medical care regardless of one’s socio-economic status in the society became one of the most important issues.
- Healthcare Market Regulation Even though the presence of the governmental supervision of the key marketing processes may seem unreasonable and restricting for the companies, promoting complete market power will pose a tangible threat to the sustainability of the […]
- Wage Ranges for a Healthcare Social Worker The objective of this paper is to carry out a critic of the market price in the context of healthcare social workers.
- Healthcare in Saudi Arabia and the High Population Growth Rate Considering the fact that the dynamics of attaining organizational success have changed from financial capital to labor, the success of the KSA healthcare sector in providing services will depend on the expertise, knowledge, and level […]
- Dr. Wilson’s Prescription for the Healthcare System It is necessary for public officials to remember that they represent the interests of the public and must act as required by public duty.
- Missions of 3 Healthcare Centers: Disease Control and Prevention, Medicare and Medicaid Services, Health Resources and Services Administration The agency’s mission is to promote health of the nation and to identify and fight security and safety threats of foreign and domestic origins.
- Cloud Computing Solutions in Healthcare The report evaluates the strategy’s suitability in relation to the observable results and the expected outcomes for the organization in relation to its business strategy.
- Technology in the Health Care Sector This would be due to the fact that the management teams of various organizations in the sector would use a central platform to store data that would be accessed by patients to make critical decisions […]
- Global Health Policy and Healthcare Financing In this research, the focus is to analyze the global health policies and healthcare financing as a way through which the international society seeks to eliminate diseases in the society.
- Healthcare Marketing Strategies and Techniques for a Wide Range of Industries and Companies I believe that the Internet has become the prevailing media platform for healthcare industries and companies to introduce their products and services and to engage consumers in online forums.
- Contemporary Healthcare Initiative Considering that the new programme requires the pledge of high financial and human resources, especially where technology-enhanced simulations are to be incorporated, the participation of the political regime in decision-making is critical to the success […]
- Healthcare Marketing: John Hopkins Hospital Promotions The hospital doubles as a research institute for John Hopkins School of medicine; this makes the experts to interact with the outside world around the hospital and in other places in the world.
- Leading and Leadership Training in Healthcare Because of the nursing shortage that exists in the North Batinah Region as well as the lack of doctors and physicians to offer leadership guidance on how to treat patients, the leadership capability program will […]
- Pushing One’s Fortunes: Career Theory for Healthcare Leaders Patton also emphasizes that the values need to be defined once and for all to create the outline for the future career scheme: “As values are formed they become crystallized in the mind of the […]
- The Future of ICD-10 in America’s Healthcare System The specialists are charged with the responsibility of spearheading the implementation of the new system. The system is the new version of the transaction standard to be used with ICD-10.
- Technology Adoption in Healthcare The contribution of this article is provision of important information on how doctors can use technology in hospitals to diagnose and prevent diseases.
- Roles and Funtions of Management in Healthcare Setting For the health care setting to operate effectively in achieving its goals and objectives, it requires to implement the main management concepts.
- The Effects of Healthcare Reforms on Organizations Following the legislation of the Patient Protection and Affordable Care Act, it is important for organizations to understand the adjustments that they need to make during the next two years so as to comply with […]
- Healthcare: Clinical Roles and Social Identities For instance, a nurse plays the role of a caregiver who attends to patients in a caring and passionate manner. The latter is best suited in issues related to managerial care and cost requirement of […]
- Healthcare System Management: Healthcare Financing Further, as a chief finance officer, the paper gives me a chance to point out the strategies that I can put in place in a bid to curb the aforementioned issues in an attempt to […]
- Increasing Effective Communication in Healthcare The essence of communication in the healthcare context is to promote inter-professional relationships and consolidate varying experiences in order to enhance efficiency, reliability, and effectiveness in the delivery of healthcare services.
- Human Resources in the Healthcare Sector: A Profit-Based Organizations The management of human resources in the healthcare sector plays a very crucial role in ensuring that the sector meets the expectations of the public.
- Florida Healthcare System: Policy Planning, Assessment, Evaluation, and Corrective Measures The changes in government revenue pattern and rates are majorly attributed to economic patterns, which affect the stability and financial power of the government and the changes in health care system as well as its […]
- Catholic Healthcare Partner and Trinity Health Leadership Academy Approaches Comparison The same problem applied to the top executives who could not learn the level of talents and abilities of the employees at the local level.
- Healthcare Systems Analysis and Design Coordination is likely to be achieved in provision of health care services, and health care information systems are likely to deliver health care services in the most appropriate way, at reduced cost, and to the […]
- Heritage Healthcare Agency: Medical Services to Patients in Their Homes In this regard, the organization intends to improve the productivity of its employees and to reduce the cost of its services in order to make them affordable to the majority of the citizens.
- Nursing Community: Planning, Prioritizing & Implementing Healthcare Programs In the face of limited financial and manpower resources, nursing practitioners are expected to prioritize health needs in the planning and implementation of healthcare initiatives.
- President Barack Obama’s Healthcare Reforms It is important to note that healthcare is one of the basic human needs in the world and specifically in the United States of America.
- Conflict Management in the Healthcare Sector In a bid to ensure that medical practitioners are able to treat and adapt to new changes in healthcare, change must take place.
- Impact of Technology on Healthcare Services This chapter will highlight some of the important milestones in the health sector in relation to health technology. The benefits of the spending will be weighed against the efficacy of the technology in this chapter.
- Leadership and Healthcare The researchers stress that resonant leadership styles enable leaders to create the necessary atmosphere in the workplace and decrease the amount of nurse turnover, which is essential in the period of significant shortage in nursing […]
- Teams and Communication in Healthcare: Importance of Good Teamwork The article, titled “Importance of Good Teamwork in Urgent Care Services”, makes reference to a case study to investigate the topics of teamwork and communication in a London emergency department resuscitation unit, and also to […]
- Healthcare: the Ways to Address the Ebola Menace The problem is in the fact that at the current stage, the global public cannot control the spread of the Ebola virus effectively, and there is the necessity to find the efficient strategy, according to […]
- Current Level of National Healthcare Spending The main reasons for the high rate in healthcare spending include the increased number of the aging population, improved economy and the new healthcare policy.
- Healthcare for Asian Americans: Cultural Differences and Interaction With Health Services The uniqueness of Asian Americans when it comes to healthcare access comes from the long history of the use of herbal remedies found in the entire Asian region.
- Healthcare: Sedative and Analgesic Fast-Acting Drugs ”Krokodil Tears” Desomorphine is a cheaper alternative to heroin and is described as the drug of the poor with adverse effects. Simply explained, the drug is addictive, and in the case of desomorphine, it comes as a […]
- Healthcare: Bias in Epidemiological Studies and Its Design One can mention that the parents of children of autism may focus on the events that could have led to this disorder.
- Healthcare: Excessive Alcohol Consumption Among Adults According to the CBPR approach, the media campaigns should be implemented in a manner that enhances a co-learning and empowering process with the view to directly addressing the social determinants of health associated with excessive […]
- Healthcare: Childhood Asthma and the Risk Factors in Australia From the findings presented above, it is evident that childhood asthma remains a considerable burden in Australia due to socioeconomic, geographic, and health-related issues such as deprived neighbourhoods, decreasing sun exposure and increasing latitude, and […]
- Healthcare Issues: LA Fitness for Students and Healthy Living Through Fitness Programs Inclusion of sports and physical exercise classes in learning institutions justifies the significance of exercise to students. LA Fitness has physical exercise programs that are cost-friendly to college students.
- The Healthcare Organization 5-Step Strategic Plan I will always empower, mentor, and motivate my nurses in order to achieve the targeted goals. I will use the allocated funds to develop the best teams and empower my employees.
- Ethical Issues Related to the HealthCare.gov Website In spite of the fact the Obama administration realized some actions to overcome the problem, it is necessary to examine the other approaches to resolving the issue to respond to the associated ethical concerns and […]
- Healthcare: Lyme Disease and Black-Legged Tick Ten to thirty percent of nymphs may be the carriers of the disease, among the adult ticks the rates are higher, twenty to seventy percent may be dangerous.
- Healthcare Disparity – Arguments for Equal Rights Nevertheless, it would be wrong to believe that denying the access to healthcare for poor people may only benefit the rich the former themselves should be interested in enacting this state of affairs.
- Healthcare Law in Health Informatics: Methods and Standards According to Dick, Steen and Detmer, “the collection and analysis of patient data is done in a way that ensures that high quality data is made available at the right time to support the management […]
- Healthcare: High Blood Pressure The main points that I plan to discuss are the nature of high blood pressure; causes and risks of high blood pressure; and the important blood pressure numbers as indicators of the problem.
- Mass Media and the Healthcare System According to the UAE Department of Health and Preventive Medicine report, health care refers to the diagnosis, treatment, and prevention of illnesses.
- Healthcare Institution Business Process Reengineering One of the profound strengths of the methodology adopted in the study was that it offered frameworks to develop standards that could be used in major clinical settings.
- Management Healthcare in America The main objective of this paper is to analyze the evidence of the ability of ACOs approach to provide better care and healthier outcomes presented by the authors of the report and determine if ACO […]
- Healthcare Aspects in Travel Advisories I would take the following precautions to protect my health in this country: first, before visiting Canada, I would ensure that the routine vaccinations are up-to-date, the yellow fever immunization and its certificate are in […]
- Healthcare Institution Nutrition Strategy and Management The public accesses the summary of aims and values of the California Dietetic Association through the organization’s publications such as magazines and websites.
- Staff Recruitment and Retention in Healthcare Management Any healthcare managers understand that the value of healthcare practice is only as good as the staff. Other nurses have noted that the absence of new opportunities for career and personal growth has also led […]
- Healthcare Organizations’ Risk Management The “term risk management refers to the process of identifying, analyzing, and mitigating uncertainties in every kind of investment”. Financial managers and accountants should focus on the best strategies in order to deal with every […]
- St. David’s Healthcare Wins the Baldrige Award The reward is named in honor of Malcolm Baldrige, who was 26th Secretary of Commerce and was known for his unique managerial excellence that became the cause of significant improvements in the government.St.
- The Universal Healthcare System in the America This paper also makes comparisons of the American healthcare system with the Canadian healthcare system to have a better conceptualization of the ramifications for adopting the universal healthcare system in America.
- Women Healthcare: Breast Cancer Reducing the levels of myoferlin alters the breast cancer cells’ mechanical properties, as it is evident from the fact that the shape and ability of breast cancer cells to spread is low with reduced production […]
- Funding Healthcare and Human Capital in Ethiopia
- Ethical Dilemmas in Healthcare Institutions
- Business Process Re-Engineering in Healthcare Management
- Aromatic Residue Mutations in Healthcare Research
- Healthcare Research: Secondary Analysis of Archived Data
- Healthcare Issues of Elderly Population
- Impact of Obamacare on Women’s Healthcare
- Medical Coding Role in Healthcare System
- Medicare Impact on Healthcare Ecosystems
- Taxes on Alcohol and Cigarettes as a Healthcare Costs
- Human Trafficking: Healthcare and Globalization Aspects
- The Prime Healthcare Group: Applied HR Policies
- Five Steps of the Healthcare Marketing Process
- Healthcare Management and Human Resources
- Women Healthcare Services: Antenatal Care Coverage
- Pacific Healthcare’s Supply Management
- Canadian Healthcare Spending on Aging Population
- Healthcare and Human Capital in Uganda
- Healthcare Research: Bladder Cancer Independent Variables
- Canada’s War on Healthcare Economics by Belchetz
- Healthcare Services Aspects for Different Cultures
- Healthcare: Zayed Higher Organization
- Linear Programming in Healthcare Organisations
- Healthcare in India: Lending Institutions and Human Capital
- International Healthcare: Management and Issues
- Repeated Measures in Healthcare Research
- Information and Communications Technology Benefits in Healthcare
- Legal Considerations’ Impacts on ICT in Healthcare
- Healthcare Spending and Life Expectancy
- Healthcare Systems in the Chicago City
- DoseSystem Company’s Entry to the US Healthcare Market
- Why Healthcare Should Be Free?
- The Quality of Services in Healthcare
- SERVQUAL Model for Healthcare Service Quality
- Economics and Financial Management in Healthcare
- Religious Approaches as Methods in Healthcare Ethics
- Healthcare in Dubai, Riyadh, and Munich: Integration of New Technology
- Interwest Healthcare Corporation’s Data System
- American Healthcare Services Payment Differences
- Healthcare Systems Classification and Frameworks
- UAE Healthcare Demand and Home Care Services
- Normative Methods in Healthcare Ethics
- Government’s Role in Healthcare Financing: Public Health Financing and Administration
- Operations Management in the Healthcare Sector
- Elderly People Healthcare in Islamic Countries
- Healthcare Financing in the United Arab Emirates
- Kaiser Permanente’s Healthcare Insurance Program
- Compassion in Medicine and Healthcare
- Healthcare Services: Internal and External Factors
- Healthcare Research: Data Collection and Analysis Plan
- General Electric Company’s Healthcare Innovations
- Healthcare Problems: Acquired Immune Deficiency Syndrome
- Human Factors and Their Impact on Healthcare
- German and American Healthcare Comparison
- Legal Aspects of US Healthcare System Administration
- Risk Management of Healthcare in the US
- Healthcare HR Planning and Employee Relations
- Belbin Team Roles Inventory in Healthcare
- Healthcare Waste Management and International Pacts
- Performance Management in Healthcare
- Immigration and Healthcare in the United States
- US and Brazilian Healthcare Innovation and Policy
- ABC Healthcare Center: Project Improvement
- Employee Management Intervention in Healthcare
- Health Economic Concepts and Impact on Healthcare
- Abu Dhabi Healthcare System Payment Reforms
- Value-Based Purchasing Transfer in Healthcare
- Healthcare Market in the State of Georgia: Weak Health Coverage
- Value-Based Care in Healthcare Facilities
- Prime Healthcare Group’s Dubai Quality Award
- Healthcare Pricing Strategies and Common Mistakes
- Gray Box Testing in Healthcare Application
- US Healthcare Institutions Merger and Nursing
- Performance Indicators System Study in Healthcare
- Non-Profit Marketing Techniques in Healthcare
- Private Mobile Devices in Healthcare Workplaces
- Interprofessional Healthcare Teamwork
- Jehovah Witness Patient’s Healthcare Inequalities
- Branding Value in Healthcare Organizations
- Acibadem Healthcare Group’s Medical Tourism
- Chief Information and Technology Officers in Healthcare
- Interprofessional Teams in Healthcare Delivery
- Greenland Healthcare Clinic’s Business Plan
- Legislator Communication in North Carolina Healthcare
- Crossing the Quality Chasm in American Healthcare
- At-Risk Children’s Healthcare Programs
- Equality, Diversity and Human Rights in Healthcare
- National Standard of Care and Healthcare Licensing
- Official Development Assistance in Rwanda Healthcare
- Coding and Documentation in Healthcare
- Key Issues with Healthcare Organization Professionals
- Policies and Performance Evaluation in Healthcare
- Effective Healthcare Communication
- Healthcare Disparity in Western New York
- Public Opinion in Healthcare Decision-Making
- Preventive Healthcare or Insurance Access Policy?
- Error Proofing Strategies in Hospitals and Educating Healthcare Workers
- Applied Statistics for Healthcare Professionals
- Dubai Healthcare City Marketing Plan: Service Description, Marketing Details, SWOT Matrix
- Ethiopia’s Development, Healthcare, Human Capital
- Information Security Implementation in Healthcare
- Healthcare Risk Assessment Methods
- Disruptive Healthcare Innovations: Asynchronous Telepsychiatry
- Healthcare Database, Its Purpose and Implementation
- Healthcare Cost Reduction in Affordable Care Act
- Fisher & Paykel Healthcare: Strategic Environment and the Supply Chain
- Hospital Quality Improvement
- Public Relations in Healthcare and Their Features
- Mayo Clinic: Marketing of the Healthcare System
- Greek Lending Institutions, Healthcare, Human Capital
- Military Personnel Health Problems
- Human Resource Manager in Healthcare Organization
- Patient Privacy and Mobile Devices in Healthcare
- Current Procedural Terminology in US Healthcare
- Healthcare, Human Services and Foster Care in the US
- High Staff Turnover in Healthcare Institutions
- Sepsis as One of the Main Healthcare Problems
- GE Healthcare Company: Medical Ethics and the Lack of Access to Hospitals
- Risk Management in Healthcare Outsourcing Services
- Staffing Ratio Mandates in Healthcare
- Quality Assurance Programs in Healthcare Settings
- Risk Management in Healthcare
- Cultural Differences and Healthcare Provision
- Impact of Technology on Healthcare Ethics
- Technology and Healthcare Ethics: Machine Learning
- Healthcare Reforming and the Federal Government Role
- Healthcare Cohort Study Design
- Disaster Preparedness for Healthcare Facilities
- Natural Law and Rights in the Universal Healthcare
- Reasons for Seeking Healthcare Across Borders
- Healthcare Standardized Coding Systems
- Healthcare Root Cause Analysis
- Healthcare Effectiveness Data and Information Set
- Healthcare Quality Concerns
- Ancillary Services in American Healthcare System
- Healthcare Quality and Governmental Spending
- Technology in Society, Healthcare and Education
- Dubai Healthcare City’s Work System: Business Strategies
- Political Cartoon: Trump’s Healthcare Amendments
- The UAE’s Healthcare System and Insurance
- Leadership and Management in Healthcare Industry
- Healthcare Exchange and Interorganizational Information Systems
- Healthcare Availability and Insurance
- Good Service from a Healthcare Perspective
- St George Hospital’s Healthcare and Business Management
- Leadership Impact on Healthcare Delivery
- Healthcare: Organizational Structures & Leadership
- Cost Containment in the United States’ Healthcare
- Ontario Healthcare System vs. “Medicare for All”
- Behavior Models in Healthcare Research and Practice
- UAE and UK Healthcare Services and Financing
- Lillian Wald Contribution to the Healthcare System
- Healthcare Quality Measurement and Evaluation
- Handwashing in Children’s Healthcare Routine
- St. Timothy’s Information Healthcare System
- Professional Identity and Stewardship in Healthcare
- Healthcare Barriers for Particular Populations
- Healthcare Delivery After Affordable Care Act
- EBOS Healthcare Company vs. Fisher & Paykel Healthcare
- Affordable Care Act and Healthcare Transformations
- Hospice Services Availability in Healthcare Facilities
- Community-Based Monitoring in Ugandan Healthcare
- The Healthcare Applications Comparison: Cerner vs Wipro
- Strategic Planning in the Healthcare Sector
- Consumerization and Technology in Healthcare
- Financial Management System in Healthcare
- Data Standards Development in Healthcare
- Healthcare Marketing Strategies and Service Delivery
- Managing Innovation in Healthcare Organizations
- Interprofessional Collaboration in Healthcare
- Organizational Learning and Innovation in Healthcare
- Healthcare Collaboration Preventing Medication Errors
- Artificial Intelligence in Healthcare Delivery and Control Side Effects
- American Healthcare as a Right or a Privilege
- Interdisciplinary Teams Role in Healthcare
- Food Texture Research for Healthcare
- Harm Reduction and System-Level Issues in Healthcare
- Motivation in the Healthcare Field Workplace
- Changes in Healthcare Environment
- Nursing Role in Equitable Healthcare System Fostering
- State and Federal Government in Healthcare
- Healthcare Outcomes Improvement: Nursing Practice
- Healthcare Leaders: Professionalism and Public Reporting
- Healthcare Organizations Accountability and Responsibility
- Cultural Diversity Issues in Healthcare
- Case-Control Studies in Healthcare: Identifying of the Specific Factors
- Healthcare Reforms for American Employers
- The US Healthcare Market Competition in Retrospect
- Accreditation Bodies in the Healthcare Field
- Change Framework for Healthcare Improvement
- Self-Interest Theory in the U.S. Healthcare
- Data Transparency in Healthcare Organizations
- Mandatory Vaccination of Healthcare Professionals
- Advanced Information Management in Healthcare
- Nursing Leadership in the Field of Healthcare
- Ethical Violation of Healthcare Informatics
- Healthcare: Collaborative Teamwork Evaluation
- Virtual Reality in Healthcare Training
- The Importance of Customer Service in Healthcare
- Business Intelligence in Healthcare
- Cross-Cultural Healthcare Importance
- Disaster Response Stage: Healthcare Challenges
- Patient-Centric Healthcare Practices
- Patient Handoffs in Healthcare and the Quality of Medical Care
- The New Healthcare Organization Perspectives
- Healthcare Policy Analysis: Outbreak of Flu in Illinois
- Impaired Healthcare Workers: Treatment and Recovery
- Compensation Packages in Healthcare Organizations
- Interprofessional Collaboration in Healthcare Sector
- Accounting Tool for a Healthcare Organization
- Nursing and Healthcare Issues: Decentralization, and Deregulation
- Statistics of Crime Costs to the UK Healthcare
- Cultural and Social Considerations Role in Healthcare
- Healthcare System: Effective Tools to Manage Workflow
- Organizational Support in the Healthcare Setting
- Healthcare Facility Reorganization Proposal
- Behavioral Healthcare Reimbursement Changes
- Solving Healthcare Issues: At-Will Doctrine
- Human Resource Management in the Healthcare Industry
- Shortell and Kaluzny’s Healthcare Management
- Focus Group Research in Healthcare Organizations
- Financial Viability and Statements in Healthcare
- Pressure Ulcers as a Quality Issue in Healthcare
- Innovation Management in Healthcare Organisations
- Multidisciplinary Collaboration in Healthcare
- Payment Mechanisms in the Healthcare Environment
- Innovative Strategic Management in UAE Healthcare
- “Legal Aspects of Healthcare Administration” by George Pozgar
- The Universal Healthcare System in the USA
- Financial Reporting and Healthcare Departments
- International Healthcare: Medical Tourism Market
- Ethical Issue: Accessibility and Affordability of Healthcare
- Athenahealth Company: Healthcare System Management
- Bill AB-2 for Healthcare Coverage in California
- Healthcare Information Management Course Reflection
- Healthcare Finance: Express Scripts, Inc.
- Pain Management in the Elderly: Healthcare Plan
- Recruitment and Retention in the Healthcare Sector
- Business Administration in the Healthcare Field
- Sleep Disruptions in Healthcare Professionals
- Healthcare Organisation Ethical Philosophy
- Healthcare Ethics and Organs Trafficking
- Continuous Quality Improvement in Healthcare
- Professional Decisions in Healthcare
- Healthcare Professionals Shortage Worldwide
- Racial Healthcare Disparity in the United States
- Healthcare Tools for Epidemiologic Studies
- Healthcare Workers’ Legal and Ethical Obligations
- Anglo-American Culture and Healthcare Standards
- Healthcare Systems: Rethinking the Consultation Process
- Traditional vs. New Payment Systems in Healthcare
- Healthcare Operations Management and Professionals
- Intermountain Healthcare Investment and Cost Reduction
- Social Marketing in Healthcare: Focus on the Social Well-Being
- Specialists and Generalists: Achieving an Equal Number
- Cultural Issues in Healthcare
- Healthcare Lawsuit: Unconstitutional Amendment
- Failure to Communicate Effectively in Healthcare
- Trends in Healthcare: Quality Problem in Idaho
- Implementing the Change in Carolinas Healthcare System
- Psychological Interventions Used in Healthcare
- Ethics Related to Current Healthcare Reform Debates
- Denver Healthcare Policy: Equity, Prevention, and Place
- Database Normalization: Minimization of Data Redundancy
- UAE Healthcare System and Quality Improvement
- Instructional Technology Services in Healthcare
- Healthcare Center’s Financial Management
- Healthcare Research Validity and Peer Review
- Risk Management and Liability in Healthcare
- Interviewer Performance During Healthcare Research
- Qualitative and Quantitative Healthcare Studies
- Healthcare Organization’s Strategic Administration
- The Affordable Care Act and Workflow in Healthcare
- Healthcare Decision-Making Application: Data Project
- Intelligent Building Capabilities in Healthcare
- Cultural Competence Within the Healthcare System
- Current Healthcare Concerns: Pathophysiology and Assessment
- Healthcare Transformation and Changing Roles for Nursing
- Seniors’ Financial Vulnerability in Healthcare
- How Lobbying Impacts Healthcare: Quality Home Nursing Care
- Healthcare Services in Atul Gawande’s Articles
- Medical Costs and Healthcare Spending Reduction
- Electronic Information Management in Healthcare
- The Future of Healthcare Ethics
- Smoking in the US: Statistics and Healthcare Costs
- Healthcare Technology: Groundbreaking Innovations
- Bright Road Healthcare System’s Quality Management
- DEA Model: Healthcare Companies Efficiency in Malaysia
- Joe Biden’s Program Specifics in Healthcare
- Components of Family-Professional Collaboration in Healthcare
- Data Analytics Can Drive Change in Healthcare
- Rationing and Availability of Healthcare and Caregiving Services for Older Adults
- The Healthcare System in North Bergen High School
- Healthcare Personnel: Self-Assessment of Cultural Competence
- United States Healthcare System Explained
- Collaborative Strategies in Healthcare
- Health Program Goals and Objectives of the U.S. Healthcare
- Different Points of View on Healthcare in the U.S.
- Organizational Leadership and Interprofessional Team Development in Healthcare
- Value-Based Purchasing in Healthcare
- Patient Safety: Healthcare Failure Mode and Effect Analysis
- Hand Hygiene and Its Improvement in Healthcare Workers
- Performance Comparison in the Healthcare Sector
- Addressing Barriers to Communication in Healthcare
- Healthcare Negligence and Its Criminalization
- Clinton’s Plan and Obamacare: Healthcare Policy
- Trends in Healthcare: Nursing Perspective
- Managerial Accounting in Healthcare Services
- Conflict Management Styles Applied in Healthcare
- Online Education and Career in Healthcare
- Ethical Issues in Healthcare Delivery for Older Adults
- Ethical Concerns in Healthcare
- Healthcare Transition from Closed to Open Systems
- Open System Approach in Healthcare
- Quantitative and Qualitative Healthcare Studies
- Healthcare Pathway Choice in a Hospital
- Data Mining in Healthcare: Applications and Big Data Analyze
- Trump’s Contributions to Healthcare Policy
- Disparity Patterns in American Healthcare
- Nursing Shortage as a Healthcare Crisis
- Addressing Workplace Violence in Healthcare
- Cultural Impact on Healthcare Perception
- Social Marketing in the Healthcare Sector
- Can Government Deliver Quality Rural Healthcare?
- Does Healthcare Infrastructure Have an Impact on Delay in Diagnosis and Survival?
- Does Institutional Quality Improve the Appropriateness of Healthcare Provision?
- Does Leadership Matter for Healthcare Service Quality?
- Does the United States Get the Best in Return for What We Invest in Healthcare?
- How Does Electronic Healthcare Records Provide Additional Recommendation?
- How Good Communication Skill Is Significant in Healthcare?
- How Has the Healthcare Industry Changed in the Last 10 Years?
- How Healthcare Has Advanced in Europe Since the Dark Ages Days?
- How Health Policy Shapes Healthcare Sector Productivity?
- How Pharmaceutical Companies Affect the Healthcare System?
- How Technology Has Revolutionized the Dimension of Healthcare?
- How the Price Inflation Affects the Federal Healthcare System?
- What Makes Hospice Such a Unique Area of Healthcare Service?
- What Privacy Concerns Docs Transmitting Healthcare?
- What Has Been the Impact of Medicare on the Healthcare System?
- What Effect Will the Baby Boomer Population Have on Healthcare?
- What Competencies Are Needed for Entry Level Employment in Healthcare?
- What Are the Current Health Setbacks in Healthcare?
- What Is the Term Strategic Planning Window for Healthcare?
- What Are the Issues Affecting Sustainability of Healthcare Financing in Romania?
- What Are the Interactions Between Patient Satisfaction and Efficiency in Healthcare?
- What Is the Importance of Healthcare Provider?
- What Is the Significance of Values in the Healthcare Field?
- What Are the Current Trends and Issues in Healthcare?
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Health Care Marketing Approach for
edu). While this example just discusses one manner in which a given policy can empower a healthcare marketing strategy, social marketing is currently so engrained in our culture that its powers are truly widespread. Social marketing allows products and brands to have more flexible and sensitive pricing as their prices can be changed at any minutes and consumers alerted, given the instantaneous nature of social marketing. The same goes for service as well -- any changes or enhancements that are made to services can be alerted to the public immediately. Likewise, social marketing is a two-way process: it allows consumers to chat their thoughts, ideas and concerns to marketers, giving them immediate and constant feedback. Social marketing can impact large groups of people at once, as readily seen by campaigns used by the AHA or the FDA (Kotler et al., 2008). Social networking can also be a means of social…
Berkowitz, E. (2011). Essentials of Health Care Marketing. Sudbury: Jones and Bartlett.
Brown, M. (1992). Healthcare Marketing Management. Gaithersburg: Apsen Publishers.
Hma, e. (n.d.). Stakeholders. Retrieved from Hma.eu: http://www.hma.eu/fileadmin/dateien/HMA_joint/02-_HMA_Topics/02-HMA_Strategy_Paper/Index/Section_III_01_Stakeholders.pdf
Kotler, P., Shalowitz, J., & Stevens, R. (2011). Strategic Marketing for Health Care Organizations: Building a Customer. San Francisco: Jossey-Bass.
Healthcare Marketing The purpose of marketing is to identify the needs of consumers, determine the target markets as well as, applying products and services to serve these markets. Marketing also promotes such products and services within the market place (Pearson, 2003). The four Ps of marketing include; Product Products are goods and services that businesses provide for sale to their target market. Apart from physical product, there are some elements of products which are associated with products that customers may be attracted to such as the quality of the product, packages, brand name and many others. When a company such as a hospital developing a product, they consider various things such as the quality of the product, design, packaging and customer service. Place Marketers usually ensure that they put the right product at the right place within the right time. Place refers to the distribution channels the marketers use to…
Montana, P., & Charnov, B. ( 2004). Organizational Structures: Concepts And Formats. Management: A Streamlined Course for Students and Business People. (Hauppauge, New York: Barron's Business Review Series, 1993), pp. 155-169. Retrieved May 28, 2014, from http://www.ils.unc.edu/daniel/405/Montana11.pdf
Pearson, D. (2003). The 20 Ps of marketing: a complete guide to marketing strategy. New York: New.
Health Care Marketing, Sales Cycle Essential of Health Care Marketing, There is a continuous change in the healthcare industry hence the enormous laws and policies, fresh innovations and increased education on health consumers. The administrators should be in a position to shift their strategies with the aim of meeting the demand of the dynamic market. Sellers are in a position of choosing any approach in order to pursue the consumer market as well as business to business market. The most common method used in the segmentation process is to segment the market into two major groups. This is due to the different factors that influence the consumer to buy a certain commodities, some factors can also be used in segmenting customers. The most common methods are behavioral, demographic, geographic and psychological. Behavioral segmentation is based on the benefits that the customers may want in order for them to be satisfied…
Eric N. Berkowitz, (2006). The Essentials of Health Care Marketing, 2nd ed. Sudbury, MA: Jones & Bartlett Publishers. Retrieved on June 24, 2014. http://www.insight-corp.com/reports/ethnic.asp
Juan Guillermo Tornoe, (2008) "Hispanic Marketing Basics: Segmentation of the Hispanic Market. Retrieved on June 24, 2014 http://learn.latpro.com/segmentation-of-the-hispanic-market/ .
Health Care A target market is defined as recognizable segments that make up the market, and the target market consists of the groups the organization wants to focus on (Swayne, Duncan & Ginter, 2008). There are a number of ways that a target market can be understood. The main breakdowns in health care are geography, demographics, payer and specialty (Gandolf, 2010). Geography is perhaps the simplest one. It reflects the service radius that the hospital wants to serve. In Emanuel's case, does it want to serve mainly Turlock, or does it consider its playing field to be broader. Is it competing for customers in the major towns in the area? In some respects, the other competitors in the market are defining for Emanuel what its geographic target market is, since they are winning customers away from Emanuel. Demographics reflects the ways of describing the people in your target market. The…
Dranove, D. & Satterwaite, M. (2000). The industrial organization of health care markets. Handbook of Health Economics. Vol. 1 (B) 1093-1139.
Gandolf, S. (2010).
How to define your target audience -- a critical health care marketing success factor. Health Care Success Strategies. Retrieved November 24, 2014 from http://www.healthcare success.com/blog/branding/define-target-audience.html
McQueen, M. (2007). Health insurers target the individual market. Wall Street Journal. Retrieved November 24, 2014 from http://online.wsj.com/articles/SB118765356072903507
Marketing and Branding a Healthcare-Related Product Marketing
Marketing and Branding a Healthcare-elated product Marketing and Branding Lipitor Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…
Angelmar, R., Angelmar, S., & Kane, L.. (2007). Building strong condition brands. Journal of Medical Marketing: Special Issue New Paradigms in Life Sciences Marketing, 7(4), 341-351.
Iain Black. (2005). Pharmaceutical marketing strategy: Lessons from the medical literature. Journal of Medical Marketing, 5(2), 119-125,106.
Griffiths, S.. (2008). Pharmaceutical branding: 'To brand or not to brand'. Journal of Medical Marketing, 8(2), 113-118.
Krion, D., & Shockley, R.. (2011). How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy. MIT Sloan Management Review, 53(1), 1.
Marketing in Healthcare Management Over
It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial, such a small portion of the commercial was devoted to the actual message, it's difficult to determine the effectiveness on whether or not these viewers would take action, such as learning more about breast cancer or conducting monthly self breast exams, or other behaviors that would help with early detection of breast cancer, to ensure the likelihood of survival. egarding the seven Ps of marketing, the Save the Boobs campaign was more effective than originally anticipated regarding the place of the…
Aggarwal, V.B., & Gupta, V.S. 2001, Handbook of journalism and mass communication, Concept, New Delhi.
Anselmo, D. 2010, Marketing demystified a self-teaching guide,.McGraw-Hill, New York.
Assael, H. 2005, Consumer behavior and marketing action (3rd ed.), Kent Pub. Co., Boston.
Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.
Healthcare and Marketing
Health Care Marketing Developing a pricing strategy for a clinic weight loss program Today there are very many people who are struggling with the issue of weight. So many people want a quick and easy solution of loosing weight. This has led to many companies coming up with several clinic weight loss programs. When introducing any new product or service into the market pricing can be quite a tricky issue. The prices charged can have a dramatic effect on ones sales and even the profits. There are several things that to be considered when developing a pricing strategy for a clinic weight loss program. The first thing is finding out what the market is saying. This is achieved through finding out what customers expect to pay for the program and if there are established market prices for the same service. The second thing to put into consideration are the competitors,…
Health Care and Transparency Issues
Standardization and Priorities of Healthcare Organizations Introduction As Leotsakos et al. (2014) note, standardization of patient safety in healthcare organizations has not proceeded with a great deal of progress in recent years though monumental steps have been made to increase patient safety in the industry. For that reason the World Health Organization (2018) has made it a priority to address standardization by initiating the High 5s project “to facilitate the development, implementation and evaluation of standard operating procedures (SOPs) within to achieve measurable, significant and sustainable reductions in a number of challenging patient safety problems.” These developments are still needed and to improve safety, Gandalf and Merlino (n.d.) have discussed how transparency, healthcare reform, and critical issues such as market share play a role in the advancement of patient safety standardization in the industry. This paper will examine the points made by Gandalf and Merlino in their podcast “The State…
Health Care in the Wake on New
Health Care In the wake on new and very contentious health care reform, many firms have undergone extensive transformations. These transformations have been predicated on both cost control and quality management. In particular quality management has had a profound impact on the underlying business operations of many health care firms. For one, firms are now finding methods in which to enhance the overall patient experience while also mitigating potential loses due to negligent means. The focus on quality management has also made firms more efficient in regards to the overall delivery of service. In particular, my firm has done extensive work with reducing elderly accidents within the facility. This quality management initiative has not only reduced costs associated with accidents, but it also has enhanced the trust and patient experience of all stakeholders within the firm (Kelly, 2011). Identify the milestone you chose in the history of quality improvement in…
1) Draper, Elaine, Joseph LaDou, and Dan J. Tennenhouse. 2011. "Occupational Health Nursing and the Quest for Professional Authority," New Solutions 21, 47 -- 81
2) Kohn, L.T., Corrigan, J.M., & Donaldson, M.S. (Eds). (2000). To err is human: Building a safer health system. Washington, D.C.: National Academy Press.
3) Kelly, D.L. (2011). Applying quality management in healthcare: A systems approach (3rd ed.). Chicago, IL: Health Administration Press
4) Lucia, Patricia R.; Otto, Tammy E.; Palmier, Patrick A. (2009). "Chapter 1
Health Care Staffing Agency
Health Staff the Allied health care staffing agency is a staffing agency that focuses on the niche of the nursing jobs within the healthcare industry in Chicago The Allied healthcare staffing agency works to recruit registered nurses belonging to all medical Specialties, Practical Nurses that are licensed also called LPNs, Nursing Assistants that are certified also called CNAs and Specialists from the allied health sciences. These professionals would be hired both from the area of the metro city as well as the suburbs and placed within the hospitals, the neighborhood medical centers, Adult care facilities, clinics, and rehabilitation centers. The mission of the Allied Healthcare Staffing Agency is to provide the best opportunities of employment both to its collaborators which are the local healthcare organizations as well as serving the entire nursing community to provide amply amount of job opportunities to choose from in a time when the turnover of…
Bureau, U.C. (2000). Census 2000 Demographic Profile Highlights:. chicago illinois, fact sheet .
commerce, U. d. (2010). bear facts, state illinois. bureau of economic analysis .
directory, a. h. (2010). free stats & national stats. Retrieved september 7, 2011, from american hospital directory: www.ahd.com
Lindberg, R.C. (1991). To Serve and Collect: Chicago Politics and Police Corruption from the Lager Beer Riot to the Summerdale Scandal. chicago: praeger publications.
Health Care in Marketing
Healthcare in Marketing (Lasik) Lasik's Methods in Other Health Care Organizations Customer profiling is a vastly unexplored marketing method in the health industry. While it has been used to target very specific markets, such as potential consumers of elective surgery, other markets have been largely neglected (arber 2001). The reasons for this are many, but mostly they include difficulties with medical data gathering, and legal issues regarding potential customer profiling. Despite the above-mentioned difficulties, there are several organizations that can and do benefit from customer profiling. One such entity is the pharmaceutical industry (Winterhalter 2002). Here the customer being profiled is normally the health care professional, rather than the patient. y gathering geo-demographic data as well as customer loyalty information from a group of health professionals, pharmaceutical companies can significantly enhance the effectiveness of their marketing practices. This will further benefit not only the professionals, but also the healthcare consumer,…
Barber, F.A., R.K. Thomas, M. Huang. "Developing a profile of LASIK surgery customers." Marketing Health Services, Iss. 2, Vol 21. Chicago: Summer 2001.
Business Wire. "New Customer Wins Position Lawson as Dominant Enterprise E-business Solution Provider to Healthcare Industry." New Orleans, 2001.
Winterhalter, K. "Customer profiling in the healthcare industry." Weber Shandwick, 2002. http://www.browna2.fsnet.co.uk/PMLive/doctor_who_frame.htm
Marketing in Health Care
Marketing in Healthcare Catholic Healthcare West Catholic Healthcare West (CHW) is a not-for-profit healthcare organization serving parts of Arizona, Nevada and the majority of California. With 42 hospitals it is the largest Catholic hospital system in this part of the United States. The organization focuses its services upon the poor, who cannot afford private hospital services. Regardless, the aim is also to provide high-quality healthcare to those in need. The target market is thus the poor in the western areas of the United States. Taking into account the size of Catholic Healthcare West, it should not be a problem to implement new services without a loss of either mission or customers. New services should however be implemented with the proper care to ensure that the focus remains as originally intended. The service management strategy of CHW has always been collaborative. y collaborating with other groups who share the vision and…
Allen, G. "New Product Development." 1999
Catholic Healthcare West. 2003. http://www.chwhealth.com/
Rice, T., B. Biles, E.R. Brown, F. Diderichsen & H. Kuehn. "Reconsidering the role of competition in health care markets." Journal of Health Politics, Policy and Law. Durham, Oct 2000
Marketing in Health Care Problems Faced by the Stroke Center Some of the problems faced by the Stroke Center are caused by lack of information and knowledge acquired by stroke patients and their families in the course of heart attacks, and the financial capability of the Stroke Center to build up more teams that can specialize in the administration of heart attack patients. The foremost problem of the Stroke Center is the limited knowledge of heart attack victims and their families in managing a heart attack event, especially knowledge on TPA and the immediate medical attention required by victims to be administered with TPA. Such lack of knowledge results to the victim missing the chances of overcoming the battle against the consequences of a stroke such as disability. It also results to a very low percentage rate of heart attack victims who get TPA treatment. Another problem the Stroke Center…
Borfitz, Deborah. Stroke Centers: Hospitals Seek Payoff with Quicker Care, Shorter Stays Resources Secondary to Education, Coordination, and a Can-Do Attitude.
Marketing for Stroke Centers.
Social Marketing and Franchising for Essential Health Care.
Naco.Nic.In. 13 June 2003. http://www.naco.nic.in/nacp/public.pdf
Health Care -- Strategic Planning and Marketing
Health Care -- Strategic Planning and Marketing Strategic planning and marketing often wed customer-oriented issues with broader issues of public health, morality and survival in a highly competitive market. Consequently, a key issue set forth by the American Hospital Association and an issue of strategic planning/marketing are often two sides of the same coin. This work addresses the customer-oriented issues of Diversity and Emergency Planning that are mirrored in two key issues advanced by the AHA. These two issues are articulated in the first part of this work and answered in the second part of this work. Customer-Oriented Strategic Plan Diversity American society is increasingly ethnically diverse due to immigration, relocation, birth rates and other factors. Consequently, a 250-bed community hospital must hone its sensitivity to resulting changes in community health needs. n addition, there is a high level of competition among hospitals that requires sensitive, targeted marketing to attract…
Issues or Opportunities
Eliminating Racial and Ethnic Disparities
As the American Hospital Association states, "Addressing disparities is no longer just about morality, ethics and social justice: It is essential for performance excellence and improved community health" (American Hospital Association, 2012). A multi-faceted approach to discerning, accommodating and marketing for diversity would certainly include the thoughtful collection and examination of diversity data to define target ethnic markets and specific steps tailored to those markets, as described in Noonan's and Savolaine's article. Studying obstetrical discharge data for ethnicity and outright asking physicians for specific information about the ethnicity of their patients is a sensible approach to determining the community's ethnic composition. In addition, the hospital zip code's CNI data for "five factors long known to contribute to health need - income, culture/language, education, housing status, and insurance coverage" (Anonymous, 2011) should be defined and collected. After that data is collected, it should be studied to define the community's major ethnic target groups. After determining the target groups, the hospital's services should be marketed directly
Marketing in Health Care: The Good Samaritan Society The Evangelical Lutheran Good Samaritan Society is a non-profit health care organization with 238 nursing and healthcare facilities throughout the United States. They do not use a specific corporate pricing strategy. Instead, individual facilities across the United States set the prices for their service using a Cost-Plus Pricing strategy combined with a Price to Market approach. The Cost-Plus strategy is "simply building price from the cost up, usually on a percentage basis" (AMA par 1). The Good Samaritan Society set budget goals for each facility considering local expense and revenue projections. The expense projections are based on market costs of items needed in the business. "The greatest expense in a health care facility is staffing." (Gebo). State and local governments require specific staffing levels for facility licensure. The Federal Government also sets staffing requirements if the facility receives Federal revenue from the…
American Management Association. A Baker's Dozen of Pricing Strategies. 1997-2003. Retrieved 9 Aug. 2003 http://www.amanet.org/seminars/editorials/pricing_strategies.htm .
The Evangelical Good Samaritan Society. 7 August. 2003 http://www.good-sam.com .
Gebo, Paula. E-mail to the Good Samaritan Society Business Office. 8 Aug. 2003.
Healthcare Policies Hospitals Should Not
In fact Congress should pass a bill that gives that prescription drug benefit to Medicare patients. QUESTION NINE: In the United States, healthcare is so expensive that over 45 million people are without health insurance. It is a broken system, leaving out many people, especially children. Recently the executive branch vetoed a bill that would have provided health insurance to millions of middle and low-income children, indicating a lack of government concern for the well being of the population. Bush said it was too expensive, yet it's not too expensive to continue spending billions on an unpopular war in Iraq. Meanwhile, for the past 45 years, Canada has had a "government-funded, national healthcare system..." based on these five principles, according to www.medhunters.com.One, it is universally available to permanent residents; two, it is comprehensive; three, it is available regardless of income; four, it is "portable within and outside" Canada; and five,…
American Association of Colleges of Nursing. (2007). Fact Sheet: Nursing Shortages.
Retrieved Feb. 7, 2008, at http://www.aacn.nche.edu/media/factsheets/nursingshortage.htm .
Duke, Elizabeth. (2004). Report to Congress. The Critical Care Workforce: A Study of the Supply and Demand for Critical Care Physicians. U.S. Department of Health & Human
Services / Health Resources & Services Administration. Retrieved Feb. 6, 2008, at http://bhpr.hrsa.gov/healthworkforce/reports/criticalcare/cc1.htm.
Health Care Finance Financial Analyst Eric Feigenbaum
Health Care Finance Financial analyst Eric Feigenbaum (2009) notes that while we like to think of hospitals in terms of compassion, patient care and dedication to altruistic aims, they are businesses concerned with revenues and expenses like any other business (Feigenbaum 2009, p.2). In today's hectic world of economic downturn and financial struggles felt from individuals of every demographic and social status, revenue and expense accounting are issues that must be addressed carefully by nearly every business in every market. The same holds true for the health care industry and health care providers. With financial uncertainty come threats for health care providers in managing revenue and expenses during the upcoming years. However, with these threats remain certain opportunities for health care providers to take on in order to combat the uncertainty that comes with managing revenue and expenses when the amount of each is not ideal. With the appropriate management…
Bristow, W. (2009). How to thrive during a recession. Doctor's Digest. 81(1): p.16.
Retrieved from: LexisNexis Database.
Feigenbaum, E. (2009). Categories of expenses and revenues in the hospital business setting. Demand Media, 2(1), pp. 2-5. Retrieved from: ProQuest Database.
Johnson, N., McNichol, E. And Oliff, P. (2011). Feeling the recession's impact on health care. Handbook of Health Economics 3(2), pp. 54. Retrieved from: ProQuest Database.
Healthcare Integrity Is a Major Issue for
Healthcare Integrity is a major issue for healthcare organizations because there are many avenues for fraud, and for people to demonstrate a lack of ethics. The problem is that the temptation is sometimes too great and despite the fact that there are laws in place to guard against these practices unethical behavior takes place anyway. The government, which supplies a lot of the money which goes for treatments through Medicare and Medicaid, has structured certain laws to make sure that the practices of healthcare organizations are ethical, but billions of dollars in fines are still doled out every year. The big drug companies complain of arcane and hard to decipher legalese, but the fact is that although they realize the issue and the penalty they continue to subvert the law. This paper looks at qui tam statutes and cases, Medicare and Medicaid admissions criteria, installing a corporate integrity program, and…
American Speech-Language-Hearing Association (ASLHA). (2010). Summary of self- referral and anti-kickback regulations. Retrieved from http://www.asha.org/practice/reimbursement/medicare/regulations_sum.htm
Hanford, J.T. (2001). Regulation of the healthcare professions. Ethics & Medicine, 17(3), 188-190.
Louthian Law Firm. (2012). Healthcare fraud qui tam whistleblower protection lawsuits.
Mattie, A. & Ben-Chitrit, R. (2009) The federal False Claims Act and qui tam actions: What every healthcare manager should know. Journal of Legal, Ethical and Regulatory Issues, 12(2), 49-65.
Health Care Brochures
Marketing Brochure Human Resources as a ompetitive Advantage (peachschools.org) Five Keys to Developing Human Resources as a Source of ompetitive Advantage Re-envision Human Resources from a personnel dept to a strategic planning function Use HR to reach out to nursing and medical programs Actively recruit new staff Take active role in preparing new job descriptions Promote internal candidates and retain top employees Our people are our strength. To facilitate this strength, we need to have the best people possible. This means strengthening our recruiting processes to bring in the best, and then providing them with the type of environment that will ensure that they remain with the company for years to come. Job Descriptions Job descriptions are a critical success factor, because they define what jobs are done and who does them. This ensures that everything is done, and done well. We will always have the right people in place.…
Education and Focus are the Keys
Each year, there will be a different focus for the organization and its outreach events. In 2014, this will be nutrition for a healthier body and mind. In 2015, the theme will be exercise for a healthier body and mind. The theme for 2016 has not yet been announced yet. Last year's theme of Strategies for Aging Well resulted in record-breaking donations and awareness levels. With the tremendous success of these events in the past, it is expected that they will continue. These are also excellent fund-raising opportunities for the different charitable causes that the organization has worked with, and for gaining large-scale corporation donations to the effective running of Pleasant Manor. We are also actively involved in events that are run by our key corporate sponsors and are expecting to proceed with these in the future as well, since they provide mutual benefit with our suppliers and other key strategic partners.
Healthcare Poverty Health Care Reform
As a result, millions of Americans remain unable to bear the heavy financial toll of medical expenses. Indeed, the problem of a lack of insurance for many is related to the problem of the cost of healthcare. So confirms the article by Consumer Reports (CR) (2008), which finds that "health-insurance premiums have grown faster than inflation or workers' earnings over the past decade, in parallel with the equally rapid rise in overall health costs. Industry spending on administrative and marketing costs, plus profits, consumes 12% of private-insurance premiums." (CR, 1) This reiterates the case that the undue imposition of costs by the healthcare industry -- a reflection of a free-market industry with little to no regulatory oversight -- has negatively impacted the accessibility and quality of healthcare for many of the poorest users. Moreover, these users are most vulnerable to the long-term economic damages provoked by unexpected healthcare costs. So…
Bureau of Labor Education (BLE). (2001). The U.S. Health Care System: Best in the World, or Just the Most Expensive? The University of Maine.
Childress, M. (2010). Poverty is on the Upswing, but Metric is Out of Date. The Washington Independent.
Cockerham, W.C. (2004). Medical Sociology and Sociological Theory. The Backwell Companion to Medical Sociology.
Consumer Reports (CR). (2008). High Health Care Costs. Consumer Reports Health.org.
Healthcare Promotion Prevention and the
Nurses, who have first hand knowledge and understanding of how to live healthy and how to take proper care of themselves, are far better equipped to teach others about these concepts. Certain populations can benefit greatly from prevention, especially those who are prone to specific types of diseases or conditions. One of the most common behaviors that leads to many chronic and often very damaging health conditions is smoking. Smoking can cause a multitude of diseases and conditions from emphysema to heart disease to lung cancer (Chapman, 2007). The list goes on and on. But smoking is 100% preventable and nurses need to understand not only how to treat these smoking-related diseases but how to more importantly discourage and prevent people from smoking in the first place. Many nurses agree that this behavior leads to many of the worst case scenarios for people with pre-existing chronic conditions. It is therefore…
Chapman, Simon. (2007). Public Health Advocacy and Tobacco Control: Making Smoking
History. Blackwell Publishing, New York, NY. Pp. 55-56.
Chung, Daniel C. (2008). "Stool DNA Testing and Colon Cancer Prevention: Another Step
Forward." Annals of Internal Medicine, Vol. 149, No. 7. pp. 509-510.
Health Care -- Lean Philosophy on Cost
Health Care -- Lean Philosophy on Cost Reduction and Quality Improvement Lean Philosophy is initially traced back to Henry Ford's innovative assembly line, revolutionizing manufacturing while failing to provide true variety. Building on Ford's concepts Toyota management established a Lean Philosophy in the 1930's and 1940's that focused on production flow and waste elimination, resulting in rapid, low cost and high quality processes, along with simpler and more accurate management. These concepts were further elucidated by authors including James omack, who established the Lean Enterprise Institute in 1997. The essential elements of Lean Philosophy are 5 principles including: defining the value sought by the customer; specifying the value stream of the product satisfying that value while challenging wasted steps; making a continuous flow of product through refined steps; creating "pull" (essentially meaning "customer demand/expectation") from step-to-step for continuous flow wherever possible; continually improve and refine the process to cut the…
Berk & Associates. (2011). Idea: Lean government. Seattle, WA: Washington State Auditor's Office.
Jimmerson, C. (2010). Value stream mapping for healthcare made easy. New York, NY: Productivity Press.
Lean Enterprise Institute. (2009). 5S - Visual workplace. Retrieved October 5, 2012 from www.lean.org Web site: http://www.lean.org/Workshops/WorkshopDescription.cfm?WorkshopId=39
Lean Enterprise Institute. (2009). Lean timeline. Retrieved October 5, 2012 from www.lean.org Web site: http://www.lean.org/WhatsLean/Timeline.cfm
Health Care -- Ethical Issues in Evaluation
Health Care -- Ethical Issues in Evaluation Research -- California Tobacco Control Program The CTCP is a statewide program using a number of individuals and is, therefore, subject to a number of potential ethical problems. The number and scope of those potential ethical problems is limited only by the private agendas of these individuals, the parameters of the program, and safeguards used by program administrators/staff to counteract those potential problems. Given the "public health" nature and concerns of the CTCP, its adherence to the highest ethical standards is not only warranted but would also be beneficial for the CTCP's ongoing work in controlling tobacco use. In addition, the final evaluation plan for CTCP follows. Body: Identify and discuss potential ethical issues where your health/social program is concerned. How might these impact your evaluation? How might these be overcome? Since human beings have their own agendas, and since the CTCP is…
Due to the CTCP's established practices and relatively long history, proper evaluation questions are geared toward "process evaluation" (Anonymous, Common conceptual and methodological frameworks - Powerpoint presentation, n.d., p. 4). The program's extensive long-term and short-term goals lend themselves to multiple evaluation questions. Deliberately limiting those questions for this assignment, one example of a proper evaluation question would be "Is the CTCP achieving its goal (Anonymous, Typical evaluation questions - Powerpoint presentation, n.d., p. 5) of empowering statewide and local health agencies to promote health and quality of life by providing leadership and research in advocating social norms creating an environment that is tobacco free?" Another possible process evaluation question would be "Is the CTCP achieving its goal (Anonymous, Typical evaluation questions - Powerpoint presentation, n.d., p. 5) of empowering statewide and local health agencies to promote health and quality of life by stopping illegal tobacco sales to youth?" A third possible process evaluation question would be "Is the CTCP achieving its goal (Anonymous, Typical evaluation questions - Powerpoint presentation, n.d., p. 5) of empowering statewide and local health agencies to promote health and quality of life by fighting the tobacco industry's aggressive marketing?" A fourth possible process evaluation question would be "Is the CTCP achieving its goal (Anonymous, Typical evaluation questions - Powerpoint presentation, n.d., p. 5) of empowering statewide and local health agencies to promote health and quality of life by assisting people to permanently quit smoking?"
In the specific case of the CTCP, these stakeholders would include: the Principal Media Strategist and the Chief of the Media Campaign Unit, whose interests include the CTCP media campaign and who could contribute focus/questions/perspective based on the media campaign, then use the evaluator's collected data/findings for more effective use of media to further CTCP objectives (California Department of Public Health, 2012); the Chief of the Tobacco Control Branch, whose interests include the overall program objectives, and who can contribute focus/questions/perspective based on system-wide goals, then use the evaluator's collected data/findings system-wide through department heads (California Department of Public Health, 2010, modified 10/31/2012); the Chief of the Strategic Planning and Policy Unit, whose interests include planning and implementing policies/strategies for achieving the CTCP's goals, and who can contribute focus/questions/perspective based on policy/strategy and use the evaluator's collected data/findings to tweak policy and strategy (California Department of Public Health, 2012); at least 1 of the 13 members of the Tobacco Education and Research Oversight Committee, whose interests include planning and implementation of the CTCP's education/research efforts, and who can contribute focus/questions/perspective based on education/research,
Healthcare for Women Health Care
As a woman enters her geriatric years, many unique problems are also faced. Her post-menopausal period leaves a woman with increased risk of osteoporosis, and hormone-replacement therapy may need to be considered or dismissed depending upon the needs and wellness of the individual women. Additionally, increased risk for obesity begins nearly at the adolescent period, when women's hormone loads change and often activity of childhood decreases. The incidence of obesity and overweight among women perpetually increases with every year of life. ("Overweight, Obesity Threaten U.S.," 2002, p. 8)Obesity and overweight, as one of the most significant conditions associated with several chronic diseases, such as type 2 diabetes, heart disease, increased risk of stroke and hypertension should be developed as a lifespan issue, as the needs of intervention and prevention change as women age and go through various stages of life. While women have functional characteristics that require specialized health care,…
Blackwell, Daria, 2002. Women in the Healthcare Industry Reaching for the Top. Medical Marketing & Media, Dec2002, Vol. 37 Issue 12, p44, 8p.
Fleming, Carl, 2004. Healthcare Access: Conflicts of Interest Presented by Managed Care Icu Bedside Rationing and Their Impact on Minorities and Women. Georgetown Journal of Gender & the Law, Spring2004, Vol. 5 Issue 1, p663-676.
Heyman, B., & Henriksen, M. (2001). Risk, Age and Pregnancy: A Case Study of Prenatal Genetic Screening and Testing / . New York: Palgrave.
Lueck, T.L., & Chang, H. (2002). Tribune's 'WomanNews' Gives Voice to Women's Issues. Newspaper Research Journal, 23(1), 59.
Healthcare and Management as You
Other ways to celebrate achievements would be to send thank-you cards, congratulatory notes, make phone calls, and send emails. 4. Being able to set challenging goals - people often strive to achieve what is expected of them, but if they are presented with a set of challenging goals they will work even harder to accomplish them. 5. Being able to provide the necessary tools to succeed - no team will stay motivated if they do not have the necessary tools that are required to do their job. This includes: equipment, internal support, inventory, marketing materials, and training among other things. 6. Performance management - teams expect their leader to manage individuals who do not perform up to standard. Many managers often ignore these situations because they are afraid to deal with them. They hope instead that the situation will resolve itself. This is never the case; bad situations that are…
5 Little-Known Giant Health Care Issues Facing the United States. (2007). Retrieved November
11, 2009, from Nursing Online Education Database Web site:
Francis, Margaret. (2007). Effective Management. Retrieved November 11, 2009, from Changing
Healthcare Financial Management in Practice
Some hospitals create a "contingency" budget, which can be offset by a few of these patients. The percentage of non-paying patients can vary a good deal, particularly in a city- or county-owned hospital. This number may not vary, and typically in a budget the hospital CEO and/or CFO negotiates with the governmental bodies for regular subsidies to cover. The billing cycles can be difficult to predict, particularly for Medicare and Medicaid patients, where there are famous irregular delays on payment. It is possible, as noted above, to go to outside banks or other bodies to get a/R funding to cover these contingencies Particularly in older hospitals, the amount in the depreciation account may not be enough to cover unforeseen expenses, such as asbestos removal or deterioration. Hospitals can address this by auditing their depreciation accounts and making a better assessment of what might be needed in coming budgets. Many organizations…
MedCath. "MedCath Corporation." 2006. medcath.com. 15 November 2007 www.medcath.com.
Mullins, D.W. "Financial Leverage, the Capital Asset Pricing Model and the Cost of Equity Capital." Harvard Business Review (1980): n.p.
Schneider, EC, Zaslavsky, AM and Epstein, AM. "Use of High-Cost Operative Procedures by Medicare Beneficiaries Enrolled in for-Profit and Not-for-Profit Health Plans." NEJM (2004): 143-150.
Shah, BR, Glickman, SW, Lian, L, Gibler, WB, Ohman, EM, Pollack, CV, Roe, MT and Peterson, ED. "The Impact of for-Profit Hospital Status on the Care and Outcomes of Patients With Non-ST-Segment Elevation Myocardial Infarction." JACC (2007): 1462-1468.
Healthcare -- Project Management Draw
Scheduling This section of the plan will lay out the schedule set out for expected completion of the individual milestones necessary for the timely completion of the overall project. It will provide expected completion dates for each major stage delegated to its respective organizational component or business unit or team. In principle, this is intended to ensure that tasks performed by different teams are completed in time for the incorporation of different tasks, especially where the individual tasks assigned to respective teams must be completed in order to test the other tasks assigned to different teams at that stage of the project. If it is necessary to revise any aspect of the timeline outlined in advance, periodic review along specific timeline stages will allow project managers to mitigate the long-term delays associated with unexpected delays of any individual elements. Ideally, this section will also provide alternate routes leading to the…
Health Care and Organizational Case Study
Healthcare Organization Case Study Health Care Organization Case Study Banner Healthcare Health Care Organization Case Study Banner Healthcare represents a set of diverse healthcare related facilities that provide healthcare services to societies in USA and beyond. Banner seeks to establish a healthier life for communities through developing a healthy environment. Banner Healthcare is arguably the largest healthcare provider in the country. The organization spans seven states, including Arizona, California, Colorado, Nevada, Alaska, Nebraska and Wyoming. The organization operates 20 hospitals, including healthcare facilities. The organization offers such services as hospice care, home care and physician services. Banner Healthcare also provided $130 million as their contribution to charity. The organization is a healthcare leader in all the communities it offers its services. The agency has shown tremendous growth in the past years. They admit over 190 000 patients every year and have a workforce in excess of 29-000. The emergency departments…
Banner Health, (2008). Here Now: Making a Difference. Retrieved from http://www.bannerhealth.com/_communityupdate/Banner_Health_Community_Update.pdf on 18 May 2016
Harrington, C. & Estes, C. (2008). Health Policy: Crisis & Reform in the U.S. Health Care Delivery System, 5th Ed. Jones & Bartlett Publishers
Wolf, J., Hanson, H. & Moir, M. (Eds.) (2011). Organization Development in Health Care: High Impact Practices for a Complex and Changing Environment. IAP
Social Media in Healthcare Organizations Social Media
Social Media in Healthcare Organizations Social Media Social media increasingly integral part healthcare organization's website online strategy. Write a -- page (excluding title reference pages) Using social media in healthcare organizations Social media are a new way of co-creating and collaboration on content with others. It provides practical resources for healthcare organizations, in raising awareness of health related issues to the public, and facilitating change in behavior which will help people to live safer and healthier lives Sae Won & Choi, 2007. With social media, they can disseminate information in real-time and link groups of people around common issues. Any website or platform that allows users to publish and share information with each other is referred to as social media. The information shared can be videos, photos, or messages. Technologies for social media are in different forms namely wikis, internet forums, social blogs, podcasts, magazines, weblogs, social bookmarking, videos, and…
Azu, M.C., Lilley, E.J., & Kolli, A.H. (2012). Social Media, Surgeons, and the Internet: An Era or an Error? [Article]. American Surgeon, 78(5), 555-558.
Choi, C.J., Eldomiaty, T.I., & Sae Won, K. (2007). Consumer Trust, Social Marketing and Ethics of Welfare Exchange. Journal of Business Ethics, 74(1), 17-23.
Hassid, J. (2008). Controlling the Chinese Media: An Uncertain Business. Asian Survey, 48(3), 414-430.
Sae Won, K., & Choi, C.J. (2007). Habits, Self-Control and Social Conventions: The Role of Global Media and Corporations. Journal of Business Ethics, 76(2), 147-154.
Healthcare Access Quality and Costs
The topic on "Social Marketing in Healthcare" advances how social marketing tool predominantly used in marketing consumer items can be effectively applied in the healthcare field. In addition, the development of social marketing research is an effective means by which information can be collected from consumers. This adds weight on this subject. In today's age, all activities are caught up in the information technology web. This is possible through the creation of systems of collecting, analyzing, and sharing information. This opportunity is now available to the healthcare workers because they can conduct consumer research through social marketing avenues. The information collected will then be used to develop efficient healthcare programs for consumers (Aras, 2011). The key Points The key points in the article include the need for health workers to use social marketing tools in conducting consumer research prior to developing and implementing healthcare programs. In this case, the article…
Aras R.Y. (2011). Social Marketing in Healthcare. Australasian Medical Journal, vol. 4(8): 418
Leslie, a. (2004). The Rising Cost of Health Care, Strategic and Societal. HR Magazine, vol.
Health Care to an Indigent Population As
health care to an indigent population. As illustrated by the case, there were many unique problems associates with delivering health care to the indigent population. First, communication was an issue plaguing all parties involved. Difficulty in regards to understanding overall objectives and health care plans made operations inefficient and costly. Massive errors resulted from communication issues that ultimately hindered the access and quality of health care to the indigent population. Communication is the foundation of delivering health care. Everyone, from owners to employees must be able to effectively communicate in order to offer the quality of health care needed to support the indigent population. Without simple and comprehensive forms of communication, the overall health care program will falter as stakeholders are unaware of the overall vision and plan for the health care system. Education also is a very profound problem in delivering health care to the indigent population. The community…
1) "Cooper Green Hospital & The Community Care Plan" (2011, July 16) http://www.*****/Details/Cooper+Green+Hospital/43335
2) Swayne, L.E., Duncan, J., & Ginter, P.M. (2009). Strategic management of healthcare organizations (6th ed.). San Francisco: Jossey-Bass
3) Velasco, Anna (July 15, 2007) "Renovation transforming look of county hospital." Birmingham News
Healthcare Reform and Healthcare Strategic Human Resources
Human esources Healthcare Strategic human resource management: Applications in a healthcare organization It has been said that one of the great ironies of healthcare is that despite the fact it is an industry where the 'human' dimension is so important, the H department is often one of the most-overlooked aspects of healthcare organizations. "There is arguably no other labor-intensive industry that is so reliant upon a highly skilled, highly educated, high-cost, and high-in-demand workforce that literally makes life-or-death decisions every day. And yet, in many hospitals and health systems H remains an afterthought in the C-suite" (Commins 2013:1). However, the need for change is constant, and many organizations are finding they must 'adapt or die,' given the new realities they are facing. "by the federal healthcare law, the inevitable and growing shortages of skilled healthcare professionals, and the newfound and measurable importance of patient satisfaction scores for reimbursements will prompt…
Commins, J. (2013). Ready or not healthcare HR is going strategic. Health Leaders Media.
Retrieved from: http://www.healthleadersmedia.com/content/HR-266470/Ready-or-Not-Healthcare-HR-is-Going-Strategic
Kabene, S. (et al. 2006). The importance of human resources management in health care: A
global context. Human Resources Health, 4: 20. Retrieved from:
Healthcare Organization Marketing Plan
Terrace Hospital Marketing Plan Marketing trategy -- Terrace Community Hospital ummary- Terrace Hospital is a smaller, community hospital, located in a suburb of a major city. There are a number of large urban hospitals within 45-60 minutes of Terrace, but the focus for Terrace is as an expanded clinic that provides basic services for urgent care, seniors, obstetrics, general practice, counseling and education programs, radiology, complete blood work, and an osteo-care unit for citizens of the outlying communities that are 45-60 minutes from Terrace, and thus quite a distance from the urban hospitals. The hospital is reviewing its marketing plan in order to focus more on profitable and complete care, knowing that more complicated specializations are more available in the urban center. Major Health Concerns -- Quality pediatric care, childhood obesity and Type-II diabetes, alcohol and cigarettes, substance abuse, TDs, geriatric care, obesity and cardio-renal issues. Target Patients- The community…
Buckley, P. (2009). The Complete Guide to Hospital Marketing. Marblehead, MA: HCPro, Inc.
City University of New York. (2011). Marketing Planning, Strategic Planning and the Marketing Process. Retrieved from: http://academic.brooklyn.cuny.edu/economic/friedman/mmmarketingplanning.htm
Eckrich, D.; Schlessinger, W. (2011). An Application of the marketing concept in health-care services planning. Journal of Marketing Research. Retrieved online from: http://www.www.aabri.com/manuscripts/10571.pdf
HR Council. (2012). HR Planning. Retrieved from: http://hrcouncil.ca/hr-toolkit/planning-strategic.cfm
Healthcare Case Study Having Grown
Trust and transparency with the public. Given the leadership position that Methodist Healthcare has it is imperative that it cultivate trust as a core part of its branding strategy with the public segments and audiences it serves. Financial management and cost controls in place and integrated new IT system and architecture. This is a major critical success factor for Methodist Healthcare to aggressively pursue as it moves to create a more unified approach to financial management across its many medical specialty areas. Strategic Objectives of Methodist Healthcare The following are the strategic objectives of Methodist Healthcare. For each of these objectives a strategy for each objective's accomplishment is provided below: To clearly differentiate Methodist Healthcare in the market Strategies for accomplishing this objective: While this first objective is very broad, Methodist Healthcare needs to define who they are different for. Uncovering the unmet needs of physicians is a first step,…
constitute itself as a business plan for a heart hospital, with a determine goals to establish the main factors and outcomes that may determine both the outlet's utility and its success as an economic entity. We will aim to analyze the reason for investing in a heat hospital, the financial assumptions we are dealing with, as well as the risks associated with such a project. From the very beginning, we need to point out towards the distinct specificity that such a business project implies. When referring to the specificity of a heart hospital, we tend to include it in the larger category of healthcare facilities, where a distinct approach is needed in order to correctly blend the two different levels of description we will describe below. First of all, any healthcare centre and a heart hospital in particular is designed to help the patients improve their health condition. As such,…
1. CDC/NCHS. American Heart Association 2001-2004. On the Internet at http://www.americanheart.org/presenter.jhtml?identifier=1200026
2. American Heart Association. 2004. On the Internet at
Health Care Strategy
strategic plan II Environmental Analysis An environmental analysis is an important component, and indeed a prerequisite, to the strategic plan. It stands to reason that you cannot set a course for the future without knowing the route you will take, and you cannot know the route until you have the lay of the land. The environmental analysis is "a process in which you look at the outside factors that can have an impact on your business" (Arthur, 2014). The strategic plan depends on the information you gather about the trends in and nature of the external environment, so it is incredibly important that the environmental analysis is taken seriously. There are a number of different tools that have been developed in the management literature that can assist with creating an effective environmental analysis, including the SWOT Analysis, the PESTLE analysis, the Five Forces analysis and the value chain analysis (Downey,…
Arthur, L. (2014). The implications of environmental analysis on strategic plan. Houston Chronicle. Retrieved November 10, 2014 from http://smallbusiness.chron.com/implications-environmental-analysis-strategic-plan-35303.html
Downey, J. (2007). Strategic analysis tools. CIMA. Retrieved November 10, 2014 from http://www.cimaglobal.com/Documents/ImportedDocuments/cid_tg_strategic_analysis_tools_nov07.pdf.pdf
WiseGeek. (2014). What is the role of environmental analysis in strategic management? WiseGeek. Retrieved November 10, 2014 from http://www.wisegeek.com/what-is-the-role-of-environmental-analysis-in-strategic-management.htm
Marketing Strategy Banner Health
Healthcare Marketing Marketing is essential for all health care companies, including Banner Health. This company is a non-profit provider based in Arizona with operations around the Southwest. In a competitive marketplace, all health care companies need to find ways to attract both payers and patients to their business. Payers are important because there are some payment models are based on whether a provider is in a given network or not. Being able to attract individual patients can also be quite useful, especially customers who are cash payers. An example of how important marketing is can be seen with the facility that Banner recently built in Boulder, CO. That community was already well-served with another provider (Armbrister, 20120. What this meant was that while Banner could expect some business based on the growth of the community, it should also have had a strategy to both win patients away from the existing…
Armbrister, M. (2012). Just what is Banner Health planning? BizWest. Retrieved November 18, 2015 from http://bizwest.com/just-what-is-banner-health-planning/
Hawn, C. (2009).Take two aspirin and tweet me in the morning. Health Affairs. Vol. 28 (2) 361-368
Kay, M. (2007). Healthcare marketing: What is salient? International Journal of Pharmaceutical and Healthcare Marketing.. Vol. 1 (3) 247-263.
Promotion Strategies In the field of healthcare, organizations are required to promote themselves in the same manner as any other corporation mainly due to the fact that many healthcare organizations are dependent on donations, promotion strategies thus help an organizations stay connected with major charities and also give financiers a reason to give money to a particular organization. Our organization's promotion strategies include sending complimentary gifts to various important people including some charity originations. This helps in staying focused and maintaining a certain standard of performance because donations are certainly not forthcoming when your healthcare organization doesn't do anything to market itself well. Promotion strategies can range from internal activities such as those involving the employees and patients and external that includes everything from marketing techniques to advertising of sorts. Our organization follows such large organizations as Evangelical Lutheran Samaritan society, which excels in promotion strategies. This organization has been…
Healthcare Financial Statements
Healthcare Financial Statements emphasizes on how accountants belonging to a healthcare organization make use of the accounts rule to evaluate their organization's financial statements. This paper also outlines the troubles a company could be into if its manager has no knowledge of interpreting the financial statements. This paper also highlights the steps taken by managers who have no background of finance. Healthcare Financial Statements All organizations whether they are linked to business, education or healthcare make excessive use of Accounts and Financial Statements to keep a check on their finances. If financial statements are not maintained then a check on the company's profit or loss or simple money expenditure cannot be analyzed. Hence, it is extremely important for healthcare organizations to acquire professional accounting services. Personnel who are in charge of the accounting department need to establish what and how the procedures will be carried out. An organization that is…
Advanced Financial. Eclipsys Technologies Corporation. 2003. Available on the address http://www.eclipsys.com/solutions/Software/DATASHEET_SearchAmerica_med.pdf. Accessed on 20 Feb. 2004.
Alan R. And Robert D. Applying New AICPA Accounting Rules On Special Reports. Healthcare Financial Management. Apr. 1998.
Don't Sit Back When The Accountants Hold The Floor! Available on the address http://melbrooks.co.za/bus_broc.htm. Accessed on 20 Feb. 2004.
John B. The New Health Care Organizations Guide: Practical Implementation Issues. The CPA Journal. 1 Jul. 1997.
orientation in marketing of the Evangelical Lutheran Good Samaritan Society. The ELGSS is a not for profit health care organization with 238 nursing and health care facilities throughout the United States. Founded in the early 1920's as a care home by the Reverend August Hoeger, it grew to encompass multiple types of health care services. On the Good Samaritan Society web cite they outline their target audience and services as follows; The vast majority of those the Society serves are elderly, but we also serve others in need. We offer housing options that include nursing beds, assisted living, basic care, congregate living and independent living..." (good-sam. 2003) Although Lutheran in affiliation, the Society does not require that its staff or residents practice that faith. It is important to note, however, that the focus of both the mission and vision of the society is Christ-centered. This focus constitutes the basis of…
BMT Training Choices. Living the Brand. 5 June 2003. http://www.brandnetwork.com/trainchoices.htm
Gebo, Paula. Phone interview. 6 June 2003.
Good Samaritan Society. 5 June 2003. http://www.good-sam.com
The Marketing Orientation. 6 June 2003. http://www.hc- / resources/smq-abstracts-fr/abstract12.htm
Marketing Questions Occasionally When Examining Marketplace Considerations
Marketing: Questions Occasionally, when examining marketplace considerations, an organization might establish strategies for consolidation. Name the 4 ways to accomplish this objective, and give an example. Strategies for consolidation, in basic terms, seek to enhance a firm's ability to manage that which it is undertaking at a specified time. In that regard, therefore, such strategies come in handy in protecting a firm's status in the marketplace, via non-growth means. The most common strategies for consolidation, according to Berkowitz (2010) include divestment, pruning, retrenchment, and harvesting. Divestment in the words of Berkowitz (2010, p. 60) has got to do with "selling off a business or product line." As the author further points out, this particular strategy is in most cases utilized "when an organization believes that there is a weak fit between its major core business and a particular product line" (Berkowitz, 2010, p. 60). For instance, a firm that attributes…
Berkowitz, E.N. (2010). Essentials of Health Care Marketing (3rd ed.). New York: Jones & Bartlett Publishing.
Goodwin, N., Harris, J., Nelson, J., Roach, B. And Torras M. (2014). Principles of Economics in Context. New York: M.E. Sharpe.
health care HR'selection
KGW HealthCare CREATING A COMMUNITY OUTREACH DEPARTMENT KGW HealthCare has identified some potential opportunities that have arisen due to external pressures that the firm has faced. For example, it was identified that healthcare is being increasingly driven by cost constraints and competition in the market and to meet such challenges the organization will have to stay nimble, flexible, and responsive to the general environment and the emerging trends if it is to stay competitive in the future. This has led the executive management team to the conclusion that it is worthwhile use of the organizations resources to explore an opportunity that has been identified based on their strategic analysis of the internal and external environment. Consistent with this initiative, there has been a subsequent opportunity identified to retain some of the human resources that have been deemed to be in excess in the operations department and give these employees new…
Management of Healthcare
Healthcare Management -- Discussion Questions Communication strategies are very important when it comes to promoting the practice of healthcare delivery and ensuring that customer service is offered at the highest level. If a person does not communicate well it can harm him or her both personally and professionally. However, that is still a rather isolated issue that is generally considered to be self-limiting in nature. With companies, and especially with healthcare companies, the issue of poor communication is much larger and more significant. As a healthcare worker, a person has to be able to communicate information to patients, families, and other healthcare workers (Nutbeam, 2000). When a person is a manager in a healthcare setting, though, there is much more pressure to make sure that everyone gets the information they need in a timely manner and that the communication preferences as addressed in such a way that each and every…
Arora, V.M., Manjarrez, E., Dressler, D.D., Basaviah, P., Halasyamani, L., & Kripalani, S. (2009). Hospitalist handoffs: A systematic review and task force recommendations. Journal of Hospital Medicine, 4(7): 433- 440. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3575739/
Mercuri, R.T. (2004). The HIPAA-potamus in health care data security. Security Watch. Communications of the ACM, 47(7): 25-28. Retrieved from http://www.notable-software.com/Papers/HIPAA.pdf
Moskop, J.C., Marco, C.A., Larkin, G.L., Geiderman, J.M., & Derse, A.R. (2005). From Hippocrates to HIPAA: Privacy and confidentiality in emergency medicine -- Part I: Conceptual, moral, and legal foundations. Annals of Emergency Medicine, 45(1): 53-59. Retrieved from https://www3.acep.org/assets/0/16/898/904/2196/2280/C798499F-59F2-42A3-A23A-A575767D4234.pdf
Nutbeam, D. (2000). Health literacy as a public health goal: A challenge for contemporary health education and communication strategies into the 21st century. Health Promotion International, 15(3): 259-267. Retrieved from http://heapro.oxfordjournals.org/content/15/3/259.long
Smart Phone and Social Media Use in Healthcare
Healthcare Technology gives us more capabilities than we ever had before, and health care organizations need to ensure that their staff members are aware of the regulations surrounding the use of technology in the workplace, both for work-related activities and private activities. The prompt was of a nurse who took photos of a celebrity and texted them to her friend. This action constitutes a violation of HIPAA, wherein the Privacy ule holds the health care providers must safeguard information from your medical records, any information that is recorded by the health care provider, billing information and any other health information (HHS.gov, 2015). Furthermore, there has clearly been an ethical violation committed with regards to the recording of the patient without their consent, and the distribution of that material. Patient information is always confidential in nature, by ethics even if not by law (Mulholland, 1994). This paper will examine the situation…
HHS.gov (2015) Guidance materials for consumers. U.S. Department of Health and Human Services. Retrieved March 19, 2015 from http://www.hhs.gov/ocr/privacy/hipaa/understanding/consumers/index.html
HIPAA (2007). Subtitle B -- Requirements relating to health care access. Retrieved March 19, 2015 from http://www.gpo.gov/fdsys/pkg/CFR-2007-title45-vol1/pdf/CFR-2007-title45-vol1-part164.pdf
Li, K. (2014). Health smartphone applications on chronic disease monitoring: Development and regulatory considerations. The University of Hong Kong. Retrieved March 19, 2015 from http://hub.hku.hk/bitstream/10722/206932/1/FullText.pdf?accept=1
Milholland, K. (1994). Privacy and confidentiality of patient information: Challenges for nursing. Journal of Nursing Administration. Vol. 24 (2) 19-24.
Rtdc Use in Healthcare Contexts
Healthcare Program Improvement The purpose of the program or project. The purpose of the quality program is to create a system that will better equip personnel in the workplace to identify barriers to patient flow, create pattern solutions to improve patient flow, and use measurement of data to evaluate the quality improvement plan and to support implementation of the improvement efforts. The patient flow improvement plan will be based on the proven methods of eal Time Demand-Capacity (TDC) management and planning. The target population or audience. The program is designed for the staff, practitioners, and clinicians who work within the environments that directly impact patient care and that require the movement of patients into and out of these contexts. 3.The benefits of the program or project The patient flow quality improvement plan is based on learning outcomes and practices employed in other fields. A number of key concepts are found…
Sweeney, B., Meisner, H., Lovett, P.B., DeEugenio, L., Caliguri, D., DeAngelis, H., Johnston, M., and Premaza, M. (2013, February 26). Use of the Institute for Healthcare Improvement's (IHI) Real Time Demand Capacity model to promote organizational values and optimize patient flow. Philadelphia, PA: Thomas Jefferson University Hospital (TJUH). Retreived http://www.ache.org/PUBS/Research/mgmtinnovationsPDFs13/IHI-RTDC-OrganizationalValuesPatientFlow.pdf
Resar, R., Nolan, K., Kaczynski, D., and Jensen K. (2011, May). Using real-time demand capacity management to improve hospital-wide patient flow. Journal on Quality and Patient Safety, 37(5), 217-227.
Flow Seminar. Retrieved http://app.ihi.org/marketing/program_documents/Flow_Seminar_Oct2014_InfoCall_FINAL.pdf
Primary Health Care Initiative
Health Care -- PHI A Primary Health Care Initiative (PHI) is a fundamental, affordable health care mode clearly illustrated the Declaration of Alma-Ata. Michelle Obama's "Let's Move!" adheres to the PHI format and uses the Health Belief Model as its guide. Unfortunately, several problems with both the Model and the initiative hamper its success. Several measures can be taken to significantly enhance the initiative's impact. Identify PHI (20%) A PHI is a fundamental and affordable mode of health care that is grounded in realistic, well-established and culturally agreeable science and practices, and is made accessible to all members of a community (HO, 1978, pp. 2-3). It relies on continuous financial and ideological support from the immediate and larger communities, as well as the wholehearted participation of community members, who are deemed partners in their own health care (HO, 1978, pp. 2-3). Though the initiative works with individuals in their local…
Clarke, V.A., Lovegrove, H., Williams, A., & Machperson, M. (2000). Unrealistic optimism and the health belief model. Journal of Behavioral Medicine, 23(4), 367-376.
Keating Simons, K. (2010, December 13). Let's Move: Looking at the flaws of a childhood obesity intervention. Retrieved November 8, 2013 from http://challengingdogma-fall2010.blogspot.com Web site:
For Profits and Non Profits in Health Care
Health Care and Profits In general, both for-profit and non-profit hospitals in the U.S. aim to increase their profits. Horwitz (2005) studied the mechanisms for profit-making in health care and determined that for-profit hospitals more actively use profit as the basis for determining the mix of services that they offer. For-profit hospitals will also set up in areas with more profitable (i.e. wealthier) patients. For-profit hospitals are also "more likely to respond to changes in service profitability than the other two types." However, this does not mean that non-profit hospitals are not pursuing profit. They may, if anything, pursue profit less aggressively. Their service mix might not be specifically oriented towards profitable procedures, and their response to changes in profitability for different services might change as well. They still aim to be profitable, and some of them are quite profitable, but they are simply slightly less profit-oriented than their for-profit…
Becker, A. (2014). How different are for-profit and non-profit hospitals? CT Monitor. Retrieved September 30, 2015 from http://ctmirror.org/2014/04/25/how-different-are-for-profit-and-nonprofit-hospitals/
Dafny, L. (2014). Hospital industry consolidation -- still more to come? New England Journal of Medicine. Vol. 370 (Jan 16, 2014) 198-199.
Horwitz, J. (2005). Making profits and providing care: Comparing non-profit, for-profit and government hospitals. Health Affairs. Vol. 24 (3) 790-801.
Receptive Marketing Strategies in Healthcare
Marketing (Ethical Issues) Ethical Issues in Marketing Healthcare Products Ethical Issues Associated with the Marketing Strategy In the case presented above, there are the ethical and epistemic issues in direct-to-customer drug advertising, apart from other issues. There has to be a balance of ethics and purpose of work when it comes to the marketing of the pharmaceutical drugs within the health facility. It is not supposed that a member of the facility is involved in any irregular prescription, costing, and even trading with the pharmaceuticals without due directives from the senior decision makers within the facility. As seen from the case presented, it is unethical to have one of the members, a junior member of the marketing team, to be in control of the suggestions and decisions that are taken by the marketing department in making requisite measures for the delivery of the products and services from the pharmaceutical marketing.…
Wear, S. (2000). Ethical Issues in Health Care on the Frontiers of the Twenty-First Century. Boston, Mass: Kluwer Academic.
Marketing Forces and Diversification Kaiser Permanente
Kaiser Permanente - Marketing Forces and Diversification Kaiser Permanente shares the concerns of other American hospitals regarding competing effectively with other hospitals while constantly improving quality of care. Kaiser is unique, however, in that its scope and resources allow it to mount an aggressive, nationwide marketing campaign directed at least theoretically to every American. Though it is difficult to reduce the success of Kaiser's marketing activities to numbers, Kaiser certainly shows signs of marketing success through extensive recognition, including but not limited to awards touting Kaiser's excellence and effectiveness. Marketing Plan Kaiser Permanente serves approximately 9 million members and operates in 8 regions, including Northern California, Southern California, Colorado, Georgia, Hawaii, an area embracing Maryland, Virginia and ashington, DC, Ohio, and an area comprised of Oregon and ashington (Kaiser Permanente, 2012). In addition, Kaiser Permanente acts as "the caregiver, the hospital, the laboratory, and the pharmacy" (Kaiser Permanente, 2012). Due…
Baxter, R. (2012, April). Impact Newsletter | April 2012. Retrieved on May 29, 2012 from info.kp.org Web site: http://info.kp.org/communitybenefit/html/about_us/global/impact/cbnewsletter.html
Dunlop, D. (2011, April 15). Healthcare marketing done right | The Kaiser Permanente Center for Total Health. Retrieved on May 29, 2012 from dandunlop.blogspot.com Web site: http://dandunlop.blogspot.com/2011/04/kaiser-permanente-center-for-total.html#!/2011/04/kaiser-permanente-center-for-total.html
Kaiser Permanente. (2012). About Kaiser Permanente. Retrieved on May 29, 2012 from xnet.kp.org Web site: http://xnet.kp.org/newscenter/aboutkp/fastfacts.html
Kaiser Permanente. (2012). Employee diversity. Retrieved on May 29, 2012 from www.kaiserpermanentejobs.org Web site: http://www.kaiserpermanentejobs.org/employee-diversity.aspx
Marketing Plan for a Doctor's Office
Business Plan: Florida Adult Medicine and GYN Specialists LLC-S Operation plan Florida Adult Medicine and GYN Specialists LLC-S is designed to provide affordable care to patients via six APNs and one physician. The organization will offer a personalized model of care with minimal levels of bureaucracy in a manner that will empower patients. Patients will be able to make appointments and keep track of records via a secure patient portal. Patients will also be able to access information about their GYN specialists using social media and other forms of technology. "The implementation of interactive technologies that can be used in the engagement and education of patients directly in the care setting have also brought significant opportunities for impacting patient experience. Beyond the clinical setting, better scheduling technologies at the front end and the use of CM tools to support post care follow-up can play a role across the patient journey"…
Johnson, Chad. (2012). Healthcare technology. Health IT News. Retrieved from:
Marketing in Non-Profit Organizations / Settings Marketing for profit-making and non-profit organizations have certain similarities and differences. Similarities include the marketing of a commodity or service that an organization offers for the consumers. For example, profit-making organizations resort to marketing in order for consumers to be more informed and acquainted with the organization's wide range of products and services. Similarly, non-profit organizations like schools, religious institutions, and non-government and government agencies resort to marketing so that individuals and groups will be informed of the mission and objectives of the organization. This is important because most non-profit organizations are in a constant need to raise funds or money so that the organization's public service projects can be accomplished. However, there is one apparent difference in the marketing objectives between profit-making and non-profit organizations. For profit-making organizations, marketing their products and services are primarily based on the motivation that the organization will…
Churchill, G. (1995). "Marketing: Creating Value for Customers." Illinois: Richard D. Irwin, Inc.
Consultant Evaluation and Healthcare Industry
com). A certain amount of errors is to be expected, but there should not be so many that it demonstrates a certain level of skewedness about the model in its entirety. Thus, if the NHI model is the one which is selected, then it needs to be tested against a range of different scenarios. The following demonstrate some truly relevant what-ifs: what if the doctors only move half the projected volume; what if medicare slashes rates; what if competitors open a comparable program (dgapartners.com). There are a range of factors which can change or adjust once a healthcare facility opens their doors for business. And as much as this facility is attempting to engage in a solid humanitarian effort, at the end of the day, it's still a business and people need to get paid. Thus, before engaging in further developmental activities, one needs to determine in what ways the…
Brakatu Ofori-Adjei, a. (2007). Microfinance: An Alternative Means of Healthcare Financing for the Poor. Ghana Medical Journal, 193-194.
Burnstein, L., Harris, R., & Love, L. (2012, August 30). Top Four Legal Issues to Consider When Opening an Urgent Care Center. Retrieved from Mondaq.com: http://www.mondaq.com/unitedstates/x/194082/Healthcare/Estate+planning+is+important+step
Burnstein, M., Harris, R.L., & Love, L. (2012, August 20). Top Four Legal Issues to Consider When Opening an Urgent Care Center. Retrieved from Mondaq.com:
Africans Had Poor Health Care in the
Africans had poor health care in the 1950s There is much that still remains swept under the proverbial carpet about America's treatment to its African immigrants. One of the chapters, little known and often left untold has only recently started to emerge and concerns American health care system and its using Blacks as guinea pigs. Attorney and author Vernellia . Tandall tells the story in her book 'Dying While Black' showing how America's health care system was built on the bodies of African-American individuals from the 19th century continuing to present days. Some f the information is unbelievable at best shocking at worst such as her allegations that AIDS was created by a government-sanctioned health care for the purposes of medical advancement. Countless stories from Black residents of both North and South tell about how they were unwillingly and unknowingly abducted and exploited for medical experiments. There were the 'night…
Brooking Institute (2008) "Meeting the Dilemma of Health Care Access" (PDF). Opportunity 08: A Project of the Brookings Institution. Retrieved on 2/19/2011
Orlando Sentinel. (Dec., 04. 1993). Clinic On Wheels To Take Health Care To Elderly Poor . retreived 11/7/2011 from http://articles.orlandosentinel.com/1993-12-04/news/9312040190_1_clinic-project-care-seniors
Skloot, H. (2010) The immortal life of Henrietta Lacks NY. Random House.
Diversity Important in Health Care
The Foundation called specific attention to the prospect of institutional and policy-level strategies to increase the participation of under-represented minorities in the health professions. In response, the Institute Committee on Institutional and Policy-Level Strategies for Increasing the Diversity of the U.S. Healthcare Workforce came out with a report, entitled "In the Nation's Compelling Interest: Ensuring Diversity in the Health Care Workforce." The Committee consisted mostly of academicians, two of whom represented the nursing profession. In its report, the Committee recognized the importance of increasing racial diversity among health professionals in order to improve access to care, greater patient choice and satisfaction and better educational experiences for practitioners, among other benefits. It also recognized the lack of strategies in reducing institutional and policy-level barriers among health profession educational institutions or HPEIs. In response to the lack, the Committee recommended that health professions education make a clear stand and mission on the…
AHRQ (2007). The national healthcare disparities report, 2006. Agency for Healthcare
Quality and Research, Medscape. Retrieved on June 18, 2009 from http://www.medscape.com/viewarticle/552271
Alabama Nurse (2004). ANA Review: Institute of Medicine report on workforce diversity,
New Ethical Dilemmas in Healthcare
3%) are very satisfied with their health care services, compared to only 41.5% of Canadians; a lower proportion of Americans are dissatisfied (6.8%) than Canadians (8.5%). Atlas (2009) acknowledge that Americans have much better access to important new technologies like medical imaging than patients in Canada or the U.K. Maligned as a waste by economists and policymakers naive to actual medical practice, an overwhelming majority of leading American physicians identified computerized tomography (CT) and magnetic resonance imaging (MI) as the most important medical innovations for improving patient care during the previous decade (Fuchs & Sox, 2001). This is justifiable in the presented table showing the most important recent medical innovations, below. Hence, Atlas (2009) claim that the United States has nearly 27 MI machines per million compared to about 6 per million in Canada and Britain. According to" The U.S. Health Care System as an Engine of Innovation," 2004 Economic…
Association of American Medical Colleges. (2010). Healthcare Innovation Zones: A True
Platform for Reform. Retrieved on 29th March, 2010 from http://www.aamc.org/
Atlas, S. (2009). Ideals Changing the World: 10 Surprising Facts about American Health Care.
National Center for Policy Analysis (NCPA) No. 649
Business Healthcare Reform at the
Maybe for some things are well enough, but for most Americans they are far from it. Most Americans spend their days worrying about being just one layoff away from joining the 50 million other men, women and children in the ranks of the uninsured. The average household income in this country is just about $50,000. This means that most people are not in a position to pay a fourth of their family's annual income, before taxes, just to cover health insurance premiums. More and more people face paying thousands more of our hard earned dollars in out-of-pocket expenses before the coverage we pay so dearly for actually kicks in (ichard, 2009). In the past many Americans who have been enrolled in employer-sponsored health insurance plans have been able to rely on their employers to pay the biggest share of the premiums, but the truth is that fewer and fewer Americans…
Benefits of Health Reform. (n.d.). Retrieved February 19, 2010,from Organizing for America
Web site: http://www.barackobama.com/issues/healthcare/
Doctors Debate Universal Health Care: Pros and Cons From the Experts. (2010). Retrieved
February 19, 2010, from Organized Wisdom Web site:
Lack of Leadership in Healthcare Facilities
Leaders in Healthcare Facilities THE CAUSE AND ITS REMEDIES Lack of Leadership in Healthcare Facilities When clinicians provide care, they necessarily assume leadership responsibilities (lumenthal et al., 2012). Existing evidence demonstrates that effective leadership produces the desired clinical outcomes. Yet only scattered residency programs teach and train residents on leadership. Many clinicians are thus poorly prepared to meet the leadership requirement of their daily tasks (lumenthal et al.). Canada's national health care system urgently recommended drastic changes, which to this day, have hardly been implemented (Goldberg & Page, 2006). illions have been consistently spent yet patients continue to form long lines in waiting rooms to obtain treatment. Emergency rooms remained full and many still do not have primary physicians to turn to. The cause of the problem is not the lack of money but leadership. This report said that 70% of all the strategic initiatives and approved changes have not…
Blumenthal, D.M. et al. (2012). Addressing the leadership gap in medicine" residents'
need for systematic leadership development training. Vol. 87 Issue 4, Academic
Medicine Journal: Association of American Medical Colleges. Retrieved on February
7, 2014 from http://www.ncbi.nlm.nih.gov/pubmed/22361800
Market Orientation and Healthcare Case
3. How the quality of service changed and why? The quality of service increased significantly as all practices areas of the hospital better aligned to the cultural norms, values and needs of each ethnic population represented by the segments served. The quality also increased because the staff also began to better understand the unique needs of the patients being served, with more emphasis on interpersonal communication than had been the case in the past. This personalization aspect of leadership works both ways; the hospital staff had a much better appreciation and understanding of the unique needs of the population they were serving, and the potential patients and customers developed familiarity and trust with the providers. The next step for the hospital is to create a means to continually evaluate the level of satisfaction they are delivering to patients. The hospital could use the SEVQUAL metrics to evaluate the level of…
Barrett, H., Balloun, J., & Weinstein, a.. (2009). How variation in management perceptions affects organizational performance. Quality and Quantity, 43(3), 451-461.
Paul Hughes-Cromwick, Sarah Root, & Charles Roehrig. (2007). Consumer-Driven Healthcare: Information, Incentives, Enrollment, and Implications for National Health Expenditures. Business Economics, 42(2), 43-57.
Ravichandran, K., S. Prabhakaran, and S. Kumar. 2010. Application of Servqual Model on Measuring Service Quality: A Bayesian Approach. Enterprise Risk Management 2, no. 1, (January 1): 145-169.
Wrenn, B.. (2006). Marketing Orientation in Hospitals: Findings from a Multi-Phased Research Study. Health Marketing Quarterly, 24(1/2), 15.
Important Elements of a Healthcare Organization's Strategic Plan
Nursing: Management and Leaderships Every good healthcare institution has a strategic plan of goals and methods for reaching those goals. Because it is a business, a healthcare institution has some goals and methods that can be found in other kinds of businesses. Because it is a provider of special services, a healthcare institution has special goals and methods that are unique to healthcare. At a minimum, a healthcare institution's strategic plan has goals and methods regarding patient safety, data management and informatics, internal and external marketing, and hazard preparedness. Goals and methods in these categories can help a healthcare institution start with and constantly improve its strategy for business and healthcare success. Body: Strategic Plan of an Institution An institution's strategic plan is a carefully developed description of its long-term goals and its plan of action for reaching those goals. Major institutions in all walks of life develop strategic plans…
Boden, T.W. (2012). Marketing as a worldview. Journal of Medical Practice Management, 28(3), 192-4.
Gordon, L. (2014). Seeing informatics in action. Journal of AHIMA, 85(2), 23.
Harrison, J.P. (2010). Essentials of strategic planning in healthcare. Chicago, IL: Health Administration Press.
Levi, J., Lieberman, D., & Lang, A. (2013). Preparedness must permiate health care: Yet still has a long way to go. Health Progress, 94(6), 52-6.
Minority Healthcare Issues in the United States
Minority Healthcare Issues in the United States Minority racial and ethnic groups in the United States have long been subject to disparities in access and deliver of healthcare services (Graham & Dietz, 2011). According to the Kaiser Family Foundation, approximately 33% of Americans self-identify themselves as being African-American, American Indian/Alaska Native, Asian/Pacific American, or Latino (Minority health, 2013). The Kaiser Family Foundation also emphasizes that, "acial/ethnic background is associated with health status, health insurance coverage, and health care access and quality, with people of color consistently faring poorer on many health outcomes" (Minority health, 2013, para. 2). Although steps have been taken to address these disparities in healthcare outcomes (Smedley, 2006), there remains a lack of consensus among policymakers concerning optimal courses of action (Minority health, 2013). Moreover, many minority members who live in rural American communities remain underserved by the medical profession (Holley, 2013). According to Holley (2013), "This…
Graham, G.N. & Dietz, D. (2011, November/December). And quality healthcare for all:
Reducing health disparities in America. Aging Today, 32(6), 5.
Holley, K.A. (2013, February 15). Rural minority student engagement with a healthcare pipeline program. Journal of Research in Rural Education, 28(4), 1-3.
Komen, S.G. (2003, May). Minority women are less likely than Caucasian women to get mammograms. Marketing to Women, 16(5), 10.
Business - Advertising
edu). While this example just discusses one manner in which a given policy can empower a healthcare marketing strategy, social marketing is currently so engrained in our culture that…
Healthcare Marketing The purpose of marketing is to identify the needs of consumers, determine the target markets as well as, applying products and services to serve these markets. Marketing…
Health Care Marketing, Sales Cycle Essential of Health Care Marketing, There is a continuous change in the healthcare industry hence the enormous laws and policies, fresh innovations and increased…
Health Care A target market is defined as recognizable segments that make up the market, and the target market consists of the groups the organization wants to focus on…
Marketing and Branding a Healthcare-elated product Marketing and Branding Lipitor Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of…
It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom,…
Health Care Marketing Developing a pricing strategy for a clinic weight loss program Today there are very many people who are struggling with the issue of weight. So many…
Standardization and Priorities of Healthcare Organizations Introduction As Leotsakos et al. (2014) note, standardization of patient safety in healthcare organizations has not proceeded with a great deal of progress…
Health Care In the wake on new and very contentious health care reform, many firms have undergone extensive transformations. These transformations have been predicated on both cost control and…
Health Staff the Allied health care staffing agency is a staffing agency that focuses on the niche of the nursing jobs within the healthcare industry in Chicago The Allied…
Healthcare in Marketing (Lasik) Lasik's Methods in Other Health Care Organizations Customer profiling is a vastly unexplored marketing method in the health industry. While it has been used to…
Marketing in Healthcare Catholic Healthcare West Catholic Healthcare West (CHW) is a not-for-profit healthcare organization serving parts of Arizona, Nevada and the majority of California. With 42 hospitals it…
Marketing in Health Care Problems Faced by the Stroke Center Some of the problems faced by the Stroke Center are caused by lack of information and knowledge acquired by…
Health Care -- Strategic Planning and Marketing Strategic planning and marketing often wed customer-oriented issues with broader issues of public health, morality and survival in a highly competitive market.…
Marketing in Health Care: The Good Samaritan Society The Evangelical Lutheran Good Samaritan Society is a non-profit health care organization with 238 nursing and healthcare facilities throughout the United…
In fact Congress should pass a bill that gives that prescription drug benefit to Medicare patients. QUESTION NINE: In the United States, healthcare is so expensive that over 45…
Health Care Finance Financial analyst Eric Feigenbaum (2009) notes that while we like to think of hospitals in terms of compassion, patient care and dedication to altruistic aims, they…
Healthcare Integrity is a major issue for healthcare organizations because there are many avenues for fraud, and for people to demonstrate a lack of ethics. The problem is that…
Marketing Brochure Human Resources as a ompetitive Advantage (peachschools.org) Five Keys to Developing Human Resources as a Source of ompetitive Advantage Re-envision Human Resources from a personnel dept to…
As a result, millions of Americans remain unable to bear the heavy financial toll of medical expenses. Indeed, the problem of a lack of insurance for many is related…
Nurses, who have first hand knowledge and understanding of how to live healthy and how to take proper care of themselves, are far better equipped to teach others about…
Business - Management
Health Care -- Lean Philosophy on Cost Reduction and Quality Improvement Lean Philosophy is initially traced back to Henry Ford's innovative assembly line, revolutionizing manufacturing while failing to provide…
Sports - Drugs
Health Care -- Ethical Issues in Evaluation Research -- California Tobacco Control Program The CTCP is a statewide program using a number of individuals and is, therefore, subject to…
Sports - Women
As a woman enters her geriatric years, many unique problems are also faced. Her post-menopausal period leaves a woman with increased risk of osteoporosis, and hormone-replacement therapy may need…
Other ways to celebrate achievements would be to send thank-you cards, congratulatory notes, make phone calls, and send emails. 4. Being able to set challenging goals - people often…
Some hospitals create a "contingency" budget, which can be offset by a few of these patients. The percentage of non-paying patients can vary a good deal, particularly in a…
Scheduling This section of the plan will lay out the schedule set out for expected completion of the individual milestones necessary for the timely completion of the overall project.…
Health - Nursing
Healthcare Organization Case Study Health Care Organization Case Study Banner Healthcare Health Care Organization Case Study Banner Healthcare represents a set of diverse healthcare related facilities that provide healthcare…
Education - Computers
Social Media in Healthcare Organizations Social Media Social media increasingly integral part healthcare organization's website online strategy. Write a -- page (excluding title reference pages) Using social media in…
The topic on "Social Marketing in Healthcare" advances how social marketing tool predominantly used in marketing consumer items can be effectively applied in the healthcare field. In addition, the…
health care to an indigent population. As illustrated by the case, there were many unique problems associates with delivering health care to the indigent population. First, communication was an…
Human esources Healthcare Strategic human resource management: Applications in a healthcare organization It has been said that one of the great ironies of healthcare is that despite the fact…
Terrace Hospital Marketing Plan Marketing trategy -- Terrace Community Hospital ummary- Terrace Hospital is a smaller, community hospital, located in a suburb of a major city. There are a…
Trust and transparency with the public. Given the leadership position that Methodist Healthcare has it is imperative that it cultivate trust as a core part of its branding strategy…
constitute itself as a business plan for a heart hospital, with a determine goals to establish the main factors and outcomes that may determine both the outlet's utility and…
strategic plan II Environmental Analysis An environmental analysis is an important component, and indeed a prerequisite, to the strategic plan. It stands to reason that you cannot set a…
Healthcare Marketing Marketing is essential for all health care companies, including Banner Health. This company is a non-profit provider based in Arizona with operations around the Southwest. In a…
Promotion Strategies In the field of healthcare, organizations are required to promote themselves in the same manner as any other corporation mainly due to the fact that many healthcare…
Healthcare Financial Statements emphasizes on how accountants belonging to a healthcare organization make use of the accounts rule to evaluate their organization's financial statements. This paper also outlines the…
orientation in marketing of the Evangelical Lutheran Good Samaritan Society. The ELGSS is a not for profit health care organization with 238 nursing and health care facilities throughout the…
Marketing: Questions Occasionally, when examining marketplace considerations, an organization might establish strategies for consolidation. Name the 4 ways to accomplish this objective, and give an example. Strategies for consolidation,…
KGW HealthCare CREATING A COMMUNITY OUTREACH DEPARTMENT KGW HealthCare has identified some potential opportunities that have arisen due to external pressures that the firm has faced. For example, it…
Healthcare Management -- Discussion Questions Communication strategies are very important when it comes to promoting the practice of healthcare delivery and ensuring that customer service is offered at the…
Healthcare Technology gives us more capabilities than we ever had before, and health care organizations need to ensure that their staff members are aware of the regulations surrounding the…
Healthcare Program Improvement The purpose of the program or project. The purpose of the quality program is to create a system that will better equip personnel in the workplace…
Health Care -- PHI A Primary Health Care Initiative (PHI) is a fundamental, affordable health care mode clearly illustrated the Declaration of Alma-Ata. Michelle Obama's "Let's Move!" adheres to…
Health Care and Profits In general, both for-profit and non-profit hospitals in the U.S. aim to increase their profits. Horwitz (2005) studied the mechanisms for profit-making in health care…
Marketing (Ethical Issues) Ethical Issues in Marketing Healthcare Products Ethical Issues Associated with the Marketing Strategy In the case presented above, there are the ethical and epistemic issues in…
Kaiser Permanente - Marketing Forces and Diversification Kaiser Permanente shares the concerns of other American hospitals regarding competing effectively with other hospitals while constantly improving quality of care. Kaiser…
Business Plan: Florida Adult Medicine and GYN Specialists LLC-S Operation plan Florida Adult Medicine and GYN Specialists LLC-S is designed to provide affordable care to patients via six APNs…
Marketing in Non-Profit Organizations / Settings Marketing for profit-making and non-profit organizations have certain similarities and differences. Similarities include the marketing of a commodity or service that an organization…
com). A certain amount of errors is to be expected, but there should not be so many that it demonstrates a certain level of skewedness about the model in…
Africans had poor health care in the 1950s There is much that still remains swept under the proverbial carpet about America's treatment to its African immigrants. One of the…
The Foundation called specific attention to the prospect of institutional and policy-level strategies to increase the participation of under-represented minorities in the health professions. In response, the Institute Committee…
3%) are very satisfied with their health care services, compared to only 41.5% of Canadians; a lower proportion of Americans are dissatisfied (6.8%) than Canadians (8.5%). Atlas (2009) acknowledge…
Maybe for some things are well enough, but for most Americans they are far from it. Most Americans spend their days worrying about being just one layoff away from…
Leaders in Healthcare Facilities THE CAUSE AND ITS REMEDIES Lack of Leadership in Healthcare Facilities When clinicians provide care, they necessarily assume leadership responsibilities (lumenthal et al., 2012). Existing…
3. How the quality of service changed and why? The quality of service increased significantly as all practices areas of the hospital better aligned to the cultural norms, values…
Nursing: Management and Leaderships Every good healthcare institution has a strategic plan of goals and methods for reaching those goals. Because it is a business, a healthcare institution has…
Minority Healthcare Issues in the United States Minority racial and ethnic groups in the United States have long been subject to disparities in access and deliver of healthcare services…
The Research Paper Factory
Assignment #1 The Marketing Process Dr. Wendy Whitner, PhD, MPH HSA 505 Health Services Strategic Marketing October 24, 2010 Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (Beckowitz, 2006, pg.2). An organization must develop a marketing strategy in three factors: stakeholders, environmental, and society at large (Berkowitz, 2006, pg. 16. An orthopedic group has decided to develop a pediatric sports medicine program; there are potential markets for the new service. A target market is defined as a group of customers, whom the organization attracts in any type of marketing program (Berkowitz, 2006, pg. 20). The markets are categorized as geographic, demographics, psychological, behavioral, and product information. It is usually within an organization control as a function of effectives of the marketing mix, which developed by providers (Berkowitz, 2006, pg.20). Marketing is the ability to promote skills as a orthopedic practice and is to aim art improving the financial health and to change their health care environment. The four primary aspects for an orthopedic or other medical facility are amendable to marketing, ability, availability, affability, and the price (Grogan, 2007). Grogan stated that the ability refers to skills and focus on their practice of a pediatric sports medicine; the affability is the behavior of the staff when it comes to nurture new patients or drive them away. However, the easiest aspect is availability that requires after hours for urgent care and weekend hours (Grogan, 2007). Healthcare marketing planning requires identification of the target market, which is different from other organizations, will deny care to anyone. The goal approach...
Essentials of healthcare marketing.
...resort to the emergency room, urgent care clinic, or a pediatrician. Another potential target market could be a pediatric medical group with sub-specialties. The available specialties are endocrinology, psychology, and cardiology. Adolescent child tend to break bones frequently. Having a pediatric sports medicine department would be beneficial with therapy and healing. 4. In developing the new pediatric sports medicine program, what are some of the uncontrollable environmental factors to consider? Some uncontrollable environment factors to consider in this market would be Economical, Social, and Rivaling Competitors. 5. A major concern for many health care professionals is the belief that marketing “creates” needs. Explain the complexity of this issue. Marketing in healthcare does not create needs. A “need” is defined as a “condition in which there is a deficiency of something”. In the above orthopedic group practice, they realized that there was a need/want for a pediatric sports medicine program. Health care professional’s responsibility demands treatment of that need. 7. Explain the difference between existing customers, target markets, and stake-holders for an acute-care community hospital. Existing customers are individuals already using the services or is known by the facility. Target market is a particular group of customers that the organization wants to attract. This is most likely low income families or customers without insurance in their area....
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...Marketing Strategy for Today's Healthcare Brock Ewings HCS/539 January 24, 2012 Debra Schrager Marketing Strategy for Today's Healthcare The healthcare industry has grown to become a headline frontrunner in America. With intense political attention and worsening economy, competition in healthcare has grown to an ultimate high. Healthcare providing organizations, large and small, are stepping up marketing campaigns immensely to gain public recognition and utilization of services. Competition in marketing is no longer for car dealerships that draw consumers in for a test drive, but healthcare organizations such as hospitals, clinics, and specialty centers are starving for attention and preying on the ailing Americans. America’s health and wellness is declining and it is clear to see with child obesity and an aging population causing media stir daily. The need for hospital care has never been greater. So how are organizations competing for their own slice of the illness pie? Through increased marketing strategies inclusive to radio, television, billboards, and the World Wide Web, organizations are luring the public in to fill their beds. There are many questions to be answered on the subject. What are current marketing techniques? Are these techniques affecting consumer trends? Finally, how is this affecting the healthcare worker? Current Marketing Techniques There is only one word used by healthcare organizations to describe the care they provide, their......
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Marketing and Healthcare
...Marketing and Health Care While the marketing industry itself is an older profession, with roots in traditional advertising, marketing specific to the healthcare arena is a fairly new practice. Marketing in the healthcare industry began roughly 30 years ago when the American Hospital Association sponsored the first conference on health-care marketing; the first healthcare marketing book was published during that same timeframe. The idea of marketing in the healthcare industry was not formally accepted until the mid 1980s, and still the topic saw apprehension from providers including physicians, nurses, and ancillary service technicians working in laboratory and radiology departments. Though marketing was associated with advertising, the adoption of healthcare marketing opened the door for a variety of new activities across healthcare organizations. The effective marketing approaches used in other industries were not easily adapted, and were not necessarily effective in the health-care industry. In the early 1990s, progressive healthcare organizations began to evaluate their marketing objectives and began to try to understand the market, their customers, and their motivations. These evaluations lead to an expanded marketing role in healthcare organizations, which ultimately lead to marketing as a core determinant in the direction of the company. Marketers were given high-level administrative positions and the opportunity to engage in healthcare boardroom discussions. By......
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...STRATEGIC HEALTHCARE MARKETING Indian School of Business Term 7 January 6th – February 16th 2014 Thani Jambulingam Ph.D Associate Professor Pfizer Fellow, Arrupe Center Research Fellow Department of Pharmaceutical & Healthcare Marketing Saint Joseph’s University Philadelphia, PA 19131 THANI JAMBULINGAM PH.D. Associate Professor in the Department of Pharmaceutical and Healthcare Marketing at St. Joseph's University, Erivan K. Haub School of Business, Philadelphia, PA. Currently he teaches in Executive Pharmaceutical and Healthcare MBA program (both traditional and online formats, MBA program and undergraduate program in Pharmaceutical and Healthcare Marketing. Thani was instrumental in starting the undergraduate and online programs at SJU. He served as the chair of the pharmaceutical and healthcare marketing department from 2003-2010. Ranbaxy in sales and at Glaxo Inc. in sales and marketing for several years before he returned to school and completed his Ph.D. at University of Wisconsin, Madison. His research interests are in health care marketing, strategy, supply chain and pricing. His work has been published in several journals, such as the, International Journal of Pharmaceutical and Healthcare Marketing, Journal of Medical Marketing, Journal of Pharmaceutical Marketing and Management, Journal of Commercial Biotechnology, Journal of Research in Pharmaceutical Economics Journal of International Marketing, Journal of Operations......
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...care in our country is, and how health considers what is marketing, it's a discussion worth having for the sake of everyone, because marketing is an organizational function to deliver an ever better life for those who develop and, more important and consequently for society. Having considered by many years, the marketing was only for-profit entities, made those who run it was just what I should not have done. If it had been implemented properly and effectively, social behavior would be different: we would have real actions to generate and maintain the market (suppliers, customers or patients and others) without major problems due to bad practices (wanting to believe that ignorance of those who have had direct), and not have to live through guardianships and demands against the system, to achieve what should be a priority of the sector entities and the government itself: humanism. If to basically disregard the grassroots action of the sectors involved in the process and the marketing muscle health, specifically, add the fact the desire to search for yield Policy organizations in all areas shown, we can conclude clearly that, perhaps more strongly, the latter factor has made the marketing of health and ill health is suffers from marketing best practices. The way health care in our country is, and how health considers what is marketing, it's a discussion worth having for the sake of everyone, because marketing is an organizational function to deliver an ever better......
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...Week 1 – Health Care Marketing Information Matrix Laurie Thompson HSC490 October 8, 2012 Jennifer Pharr Health Care Marketing Information Matrix There are a variety of information sources that may be used by consumers to obtain information relating to the marketing of health care products and services. The following matrix is intended to assist you in organizing the information contained in these sources. Consider the types of marketing messages that these information sources may contain and the reliability of the marketing message. Following the provided example, identify three examples of your own. |Source of Health Information |Type of Health-Related Information |Marketing Messages |How the Consumer May Assess the Accuracy or | | | | |Reliability of the Marketing Messages | |List the information source, such as Internet websites, WebMD, |Type of information provided by the source|List at least one marketing message being |List one approach the consumer may use to verify | |MedLine, or the news media. | |communicated to the consumer within this |the accuracy of the marketing message. | | ...
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Current Healthcare Marketing Techniques
...Current Healthcare Marketing Techniques Marketing has been around for a long time and continues to change with current times. Through the use of the internet alone, there are many types of marketing being used in meaningful ways. Current techniques affect consumer trends in many ways. There are also many positive effects, as well as, negative effects due to current techniques and trends. Types of health care marketing techniques are social media and using search engines to promote healthcare related topics, issues, brands and more. By the use of social media such as Facebook, Twitter, and YouTube are used to create relationships between healthcare providers and patients. Health care professionals are able to provide customer feedback establish trust with patients and consumer (Lawson, 2011). Social media also provides important news to spread to a broad audience that more than likely will share with their friends (Lawson, 2011). Social media such as YouTube, Facebook, and Twitter have little to no cost. Another type of marketing technique is by use of search engines such as Google, Yahoo, and Bing are popular because healthcare organizations can advertise their ads easily. In an era like now where many people rely on the internet to give them solutions, these search engines will point patients and consumers in the right direction to find their solution. Current health care marketing techniques and trends are smart and creative. They find more direct approaches......
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Differentiation Between Marketing in a Business vs. Healthcare Industry
...This essay will explain the difference between marketing in the Business and Healthcare industry by discussing the key aspects and impacts of the external environment with each industry. I will develop and address the issues presented by customers want and needs in aspect of the healthcare professional and debate the need for marketing in the hospitals versus clinics. As a healthcare provider of a clinic, explanation will be given to differentiate the advantages of my clinic of choice versus other clinics. Marketing and business development in the business industry are processes of cultivating ongoing relationships that lead to deep trust and long-term value-exchange between the business and their stakeholders to develop and maintain purpose-based relationships. Marketing is all about putting customers/patients at the heart of the business and responding to their needs and wants toward implementing a mission and goal. In a challenging economic climate, the customer needs to trust that the product offers something unique in terms of style, quality and sustainability - these all derive from strategic planning. Business ethics can be powerful marketing tool and should form a key part of your marketing strategy when combined with the quality and style of the product. Dell Computer is a great example of bold and daring marketing that has endured. When the computer industry was employing nothing but conventional wisdom and selling through complicated and profit-draining......
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Marketing C212 Wgu Mba Healthcare Management
...------------------------------------------------- Task 2: Marketing C212 Assessment Code: C212 Student Name: Cristian Dimitricoff Student ID: 000386870 Date: 05/12/2015 Student Mentor Name: Maryann Lamer Proposal Of New Product/Service Dr. Bob Smith founded Smith Optics Inc, in 1965. Dr. Smith worked with friends to develop a new kind of goggles. Now, fifty years later, Smith Optics is one of the top goggle and other extreme weather gear manufacturing organizations in the world. Smith Optic’s products are classified under four main categories: men, women, tech, and life. Under the categories of men, and women, there are six sub-categories: sunglasses, prescription, goggles, helmets, accessories, and apparel. Under the tech category, we find four sub-categories: sunglasses, goggles, helmets, and off-road, and finally, under the life category, we find five sub-categories: snow, water, outdoor, moto, and Smith news (Smith, 2015). These categories and subcategories represent the products offered by Smith Optics, products that consumers can purchase and these types of product are characterized by their tangible form. Consumers can purchase the product, wear it, break it, and still be something that consumers can wear or touch. Smith Optics also offers two types of services. The first is called customer service and consists of shipping and returns. Under the shipping service, Smith Optics gives some information regarding phone orders, hours of operations (in......
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Why Your Healthcare Practice Needs a Marketing Plan
...Why Your Healthcare Practice Needs a Marketing Plan Evangeline E. Towry MHA626: Strategic Planning & Marketing in Health Care Dr. Monica Scales December 2, 2013 Why Your Healthcare Practice Needs a Marketing Plan Marketing is healthcare, like any business, is essential to the livelihood of the overall business. Healthcare marketing is all about building relationships within the community, building trust, displaying expertise and, eventually, gaining new patients. In healthcare marketing, you need to identify the needs of your patients as well as the needs of the surrounding community. This will allow you to formulate strategies to help your healthcare organization fulfill its vision and goals. Reasons for a Marketing Strategy The main focus of a marketing plan is for the overall success of your healthcare organization. “If you plan nothing, nothing will be accomplished” (kmccoypbo, 2009). Your marketing plan is a set of guidelines to help you achieve the organization’s vision and goals. According to Catalyst Marketers (2013), a Strategic Marketing Plan provides business owners with: 1. A map for achieving yearly goals. 2. The ability to track success through individual tactic performance measures – Performance measures should be setup for every Marketing Tactic. 3. An understanding of the time, and budget needed to execute on the Strategic Marketing Plan. Three Necessary Considerations The three necessary considerations to taken into...
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...Department supports more than 300 programs nationwide. There are others programs that HHS gives to society to help them. One of these programs is the support of collection of health data and tries to give the best as possible an equitable treatment in health care and human service to everyone. The costs to run an perfect and effective health treatment services to every one are very high, where the agency is responsible for almost a quarter of all federal outlays and administers more grant dollars than all other federal agencies combined. According to the U.S. Department of Health & Human Services summary report the goals for the agency would be those bellow: * Strengthen health care according to the summary report would be to improve healthcare quality and patient safety in all the facilities, also look to make coverage more secure for those who have insurance, and give a better way to afford coverage to those that are uninsured, I can not forget about the most important thing in any medical treatment, that is to give patient safety and improve as best. * Advance scientific knowledge and innovation according to the summary report would be to accelerate the process of scientific discovery to improve patient care, and helps to increase our understanding of what works in public health and human service practice. * Advance the health, safety, and well-being of the American people according to the summary report would be to promote the safety, well-being,......
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Ethics in Healthcare Marketing
...Ethics in Healthcare Marketing Marketing Healthcare Services Assignment 4.2 Ethics in Advertising Paper Abstract Marketing healthcare services is entering a new age. Traditionally, medical organizations refrained from marketing their services for fear of getting tangled in a mess of third party oversight, kick-back rule violations, and the simple fear that healthcare services would cause a conflict of interest. In this day and age healthcare organizations are ever increasing attempting to market their services to gain more patients and increase the viability of their organization. Ehtics in Healthcare Marketing Marketing healthcare services was never the “in” thing for organizations to do. With so many rules and regulations from third parties overseeing the actions of medical centers, many were fearful to get involved in ethical issues when attempting to market services. As we enter the technology age however, patients are beginning to increasingly use the internet and all other media sources to learn more about their care and disease states. People today are “cyberchondriacs”; when was the last time you searched a disease state or your signs and symptoms online prior to making an appointment? In the ever increasing competitiveness of the healthcare industry, more and more organizations are marketing their services in hopes to improve the public knowledge of the services the organization can offer, in the hopes to gain......
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Healthcare Marketing Demographics
...Demographics: The Aging Population HCS/490 July 8, 2013 Sandra Asbury As the population ages, it increases the need for more healthcare service as well as the staff to administer those services. Hospitals and other healthcare facilities are constantly hiring for what’s to come, making nursing one of the fastest growing occupations. Health Affairs did an article and study called The Effects of Aging and Population Growth on Health Care Costs. This study was called Data Watch and the purpose of this was to determine the link between the rising personal health care costs and the population growth as well as the aging of the population. The results were recorded from 1975 until 1990 and then projected for the years 1990 through 2005. Some of the findings were as follows: “All of the calculations described assume that the relative expense of treating each age group, observed in 1987, will remain constant over time. In fact, as noted earlier, historical data for 1977 and 1987 suggest that there have been small changes in the relative expense of the care rendered to each age group. Comparison of the relative levels of spending in each age group between 1977 and 1987 illustrates that spending on those age sixty-five and older seemed to grow more rapidly than overall health spending in both the physician and hospital sectors. Spending on those under age nineteen also appeared to grow more rapidly than total spending in the hospital sector and less rapidly than total spending in......
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Healthcare Marketing Analysis
...Care Marketing Analysis Charles M. Griggs Jr. University of Phoenix HCS 539 Martha Owen January 08, 2012 Health Care Marketing Analysis Grady Memorial Hospital commonly known as Grady Hospital located in the state of Georgia opened in 1892. “Grady Health System was created by and named for Henry W. Grady, editor of the "Atlanta Constitution," who worried about the lack of quality health care for Atlanta's poor” (Grady, 2010, p. 1). Grady Hospital is the largest public hospital in Atlanta with a specialization in trauma treatment. Grady hospital previously practiced racial discrimination by separating the African American patient from White patients thereby receiving the segregated name of “The Gradys.” Although Grady abolished the historic segregation, some elderly residents of Atlanta, and African American residents still refer to Grady as a hospital “segregated evenly between white and black wards” (Burns, 2011, p. 1). However, despite the alleged racial profiling Grady hospitals mission consist of serving poor Atlanta resident “while rising healthcare costs and the economic downturn threatened its solvency a few years back along with serving patients who can't get care elsewhere” (Burns, 2011, p. 1). The public recognized Grady Hospital as one of the premier hospitals in the Southern United States that provides trauma care to accident victims, fall victims, patients suffering from self-inflicted harm, and assault victims. Four P’s of Marketing ...
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Healthcare Marketing Process
...CASE #1 – The Marketing ProcessYou are to write a 5-8 page report that answers the following: 1. An orthopedic group practice has decided to develop a pediatric sports medicine program. Describe at least three potential markets for this new service. 2. Describe the possible barriers to entry and exit for a physician wanting to establish a solo practice in internal medicine. 3. Describe the possible barriers to entry and exit for a company offering a health club facility in the same building where employees work. 4. Describe the possible barriers to entry and exit for a tertiary hospital developing a coronary bypass program. 5. Assume you are hired to design a managed care organization (MCO) plan targeted to baby boomers in San Antonio, Texas, a city with a large Hispanic population. Describe at least three ways that the MCO can make this service offering unique to respond to the major demographic trends of today.The format of the report is to be as follows: * Typed, double spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format. * Type the question followed by your answer to the question. * In addition to the 5-8 pages required, a title page is to be included. The title page is to contain the title of the assignment, your name, the instructor’s name, the course title, and the date.NOTE: You will be graded on the quality of your answers, the logic/organization of the report, your language skills, and your writing skills. | The......
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An orthopedic group practice has decided to develop a pediatric sports medicine program. Identify potential target markets for this new service.
At the core of the marketing program is the target market, the group of customers whom the organization wishes to attract (Berkowitz, 2011). Potential target markets for a pediatric sports medicine program may be local schools and recreational parks with athletic programs. Many kids participate in sports at their school and/or neighborhood park so the orthopedic group should definitely target its pediatric sports medicine program marketing within these targets.
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Some uncontrollable environment factors to consider in this market would be Economic factors, Social factors, and competitive forces.
A major concern for many health care professionals is the belief that marketing “creates” needs. Explain the complexity of this issue.
Explain the difference between existing customers, target markets, and stakeholders for an acute-care community hospital.
Existing customers would be the individuals/patients already using the facility. Target market is the group of customers whom the organization wishes to attract. Stakeholders are any group with which the firm has and/or wants to develop a relationship with (patients, board of directors, suppliers, physicians, employers).
2. Children’s Hospital in Boston, Massachusetts, has long been considered an outstanding medical center specializing in the diagnosis and treatment of pediatric problems. This facility is linked academically to the Harvard University Medical School. Conduct a brief SWOT analysis for Children’s Hospital in light of the present health care environment.
A SWOT analysis is vital for any organization because it’s a way of breaking down the organizations strengths and weaknesses including both internal and external environmental factors. A potential internal environmental factor may be being linked to Harvard University and any issues or trend changes with the University could possibly affect the hospital. A potential external environmental factor could include economic, social, an even competitive forces. Luckily according to our textbook, “in the Boston metropolitan area, Children’s Hospital has been recognized as a leader in pediatric care. Although other competitors also provide pediatric service, the differential advantage rests with Children’s Hospital and it’s narrow market focus” (Berkowitz, 2011).
Describe the possible barriers to entry and exit for: (a) a physician wanting to establish a solo practice office in internal medicine, (b) a company offering a health club facility in the same building where employees work, and (c) a tertiary hospital developing a coronary bypass program.
Consolidation ▪ System integration ▪ Certificate of Need
Retin-A is a topical ointment originally developed for the treatment of severe cases of acne and related skin disorders. An observed side benefit resulting from use of this product is its beneficial effect on aging skin. If the manufacturer of this product decided to pursue the latter market, what type of a growth strategy would it be pursuing?
What environmental factors would you suggest account for: (a) in-company clinics that deal with employee medical problems, such as the one established by Toyota, and (b) the success of after-hours clinics and urgent care facilities in many metropolitan areas?
Assume you were hired to design a MCO plan targeted to baby boomers in San Antonio, Texas, a city with a large Hipic population. How would you make this service offering unique to respond to the major trends discussed within this chapter?
A primary care medical group has a list of patients who had once used the group on a regular basis as their primary source of care. However, in scanning their records, these patients had not been in for an appointment in the past 2 years. The senior partner wants to send them an informational flyer about the practice and a refrigerator magnet that has the group’s telephone number and after hour’s service number. As the marketing director for the practice, evaluate this approach in light of the HIPAA regulations. Can it be implemented?
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Healthcare Marketing Manual: A Comprehensive Guide to Digital Strategies, Trends and Ideas
Healthcare is a very special business. Walking or rolling a wheelchair into an ER, dentist’s office or surgery center is certainly much more profound than walking into a Starbucks or interior design showroom.
Healthcare is extremely personal and often high stakes to the person in need of it. It’s often complicated and always highly regulated.
Underneath everything that makes healthcare so exceptional, however, exists an enterprise – where services are provided in exchange for money, just like any other business. You can’t ignore healthcare marketing as a route to lead generation and overall patient happiness.
Don't have time to read this right now?
So Why Is Marketing Important in Healthcare?
“Your hospital, clinic, office or practice exists first on your potential patients’ phones, tablets and desktops before it exists as a brick-and-mortar location.”
Even in a possible future with a single-payer landscape, healthcare revenue remains squarely dependent on:
- Patients finding you
- Patients choosing you
- Patients returning to you the next time they need care
Today, each of those three steps is helped or hindered by your healthcare organization’s online presence, or lack thereof.
And more than ever, your potential customers judge that online presence with a new level of sophistication.
Why? For the same reason Americans don’t go to the mall these days. The smooth and convenient shopping experience offered online and our instant access to vast information have changed the habits and upped the expectations of consumers, no matter what they’re looking for.
We now shop for medical care the way we shop for anything else. Your hospital, clinic, office or practice exists first on your potential patients’ phones, tablets and desktops before it exists as a brick-and-mortar location. Some insurance carriers even provide patients with gift card incentives just for shopping around for services.
The modern online shopper is your new customer and your new potential customer, and when they shop for healthcare services on their phones, tablets, laptops and desktops – they judge you. It’s time you used healthcare digital marketing to your advantage, to get in front of the consumer.
What We’ll Cover
In the pages below, we detail the digital tools at your disposal and how each facet – from local listings like Google My Business to online reviews and social media – improves your online exposure, builds your reputation and brings people who need your help in the door. All this is done with strategic medical marketing techniques aimed to help medical professionals with their digital marketing efforts .
Specifically, we discuss:
- Local online listings for healthcare businesses (your organization’s most-seen real estate across the web)
- Online reviews for healthcare: how to manage them, and how to win more, better reviews from patients
- Content marketing and why it’s very important not to surrender to the Mayo Clinics, Cleveland Clinics and WebMDs of the healthcare universe
- The benefits of using social media for healthcare businesses and deciding on the right healthcare social channels
This lengthy resource, in short, has the healthcare marketing insights you need to give your healthcare organization a modern, cutting-edge online presence and give you an advantage over your competition.
Ready to dig in? We promise, this won’t hurt a bit. (OK, you might feel just a little poke…)
Save the PDF to your device.
Local Listings Management: How to Claim, Optimize and Maintain Your Online Profiles for Physicians and Facilities
A local online listing is the expanded real estate your healthcare business or organization receives for free at the top of search engine results pages like Google, Yahoo or Bing or on directory sites like Yelp or Vitals.com. Healthcare listings can also appear on maps, apps, voice searches, social media channels and elsewhere.
Each local listing looks a little different depending on the website or app used, but consists of content like pictures of your building, a map showing your location , your online reviews (on platforms like Google reviews, Yelp, WebMD, Vitals.com, Healthgrades, etc.), your street address, hours of operation and phone number.
These so-called “local listings” are chunks of real estate that are sizable, high profile and influential when it comes to marketing your healthcare practice. And they’re also extremely helpful to users, whose eyes are immediately drawn to them.
But these local listings – which also go by other names like “local SEO,” “business listings” and “location pages” – aren’t impressive or helpful when they’re generated for you automatically by bots using whatever information about you they glean from across the web.
Only when local listings are created, owned, optimized and managed by you or your hired vendor, are they professional-looking, on-brand, factually correct and able to provide your organization with instant credibility. They’re also a great way to automatically generate leads for your healthcare practice .
Local business listing management for healthcare organizations is critical and, depending on your structure and resources, there may be no better investment of your time than local SEO for healthcare .
Local Listings Management For Healthcare: What It Is and Why It’s Important
Local listings management encompasses:
- Claiming your listings
- Completing the forms required with the relevant information for your business/organization, including correcting all false/outdated information you find there
- Uploading on-brand photos
- Properly organizing and updating listings for your sub-locations – proper parent/child page organization for smaller campuses or affiliated clinics/urgent care centers
- Pushing your organization’s correct vital information to the entire Internet “ecosystem” (i.e. other listing publishers beyond the three major search engines, including IYPs, directories, social media networks and aggregators)
- Identifying and suppressing duplicate listings
- Monitoring and reporting location-level problems
Local listings management for healthcare providers is important when it comes to local SEO (search engine optimization) because the search engines value this information from the perspective of their users. If Google users routinely find incomplete and inaccurate business listings, they might make Bing their default search engine instead. The information contained in your listings should also match and complement your on-site SEO – proper title tags for each of your pages, enticing and keyword-rich meta descriptions, strategic internal linking and proper H1-H2-H3 hierarchy for headlines and subheads.
The quality of your presence on Google, Bing, Alexa, Yelp, Yellow Pages, etc. for local keywords will be determined by the quality of your local listings.
And conversely, NOT having good local business listing management hurts your website rankings.
If that wasn’t enough, there’s also the fact that your prospects’ first impression of you will, most likely, be your local listing, whether they perform a branded search for a physician or facility or use service keywords combined with local terms, like “foot doctor near me,” “acupuncture, Denver,” “slipped disc, Bay Area,” “highly rated dentist office, New Bedford County,” “primary care physicians in Wicker Park,” etc.
Can you afford for your first impression to look like this?
Need help with your local listing?
The local listings leader: google business profile.
By far the single most important local listing any business can claim and manage is Google Business Profile. Formerly known as Google My Business, GBP is a free tool for businesses to manage their online presence across all Google products, including Google Search and Google Maps.
Google describes GBP as:
Go here to claim and edit your listing.
Your free (digital) real estate takes on a unique format in Search and Maps, drawing different information from your GBP account and organizing it differently.
Google Busines Profile on Google Search
In Google Search your local listing takes the form of what’s called a “ Knowledge Panel .”
For entities in the healthcare industry, it typically takes up the top two-thirds of the right-side of the page (on desktop) and looks like this:
Photo Tips : Google Business Profile listings display photos from several sources including owner-uploaded photos, user-uploaded photos, aggregated photos, Google Street View and virtual tours. Since users can submit their own photos and you can’t do anything about it, try submitting a good, on-brand photo of the business when you’re logged out of your account. If you find that there is a photo that is uploaded to your business that is incorrect or misrepresents your company, you may need to contact Google Business Profile support.
- Name of organization . Use the name of the organization as it appears in the real world. And be sure to follow Google’s special rules for healthcare practitioners, which we will cover in detail in our section on setting up your GBP .
- Link to your website . If your business has multiple locations, each link should take users to the relevant location page. If you’re managing the listings for a smaller provider or single office, it’s okay to link people to the homepage. Don’t use a link shortener like Bitly ; include the full URL.
- Link to Google Maps driving directions . If you have a separate billing office or multiple addresses, please put your main address where people will want to drive to. Of course, a practice with the same name that operates in multiple locations can have multiple listings, one for each location.
- Google Reviews snippet . A lot more information on how to get positive reviews from your patients and customers is included in this marketing manual.
- Business category (Example: Dentist). Tip: You can directly edit this. Be concise, local and accurate. Check out this full list of supported medical/health categories from Google, which begin in row 103. Sometimes, this renders as a Business description (Example: Dentist in Garfield Township, Michigan), which you can add and edit.
- Business information (address, hours, phone). Tip : This information, if not managed properly, can really throw customers off. Keeping hours, address and phone updated is crucial.
- Suggest an edit. Clicking this option leads to a pop-up where users are invited to edit the listing’s name, location, hours, etc. or mark the location as closed, non-existent or a duplicate. Tip: If you forget to update your address after a move to a new building, people could use this feature to suggest to Google that you no longer exist.
- Questions & Answers. This is where the “Ask a question” button encourages visitors to ask your business a question. Tip: If users have not asked any questions, ask and answer some yourself. Start with some basic questions such as “How many doctors work here?” or “Are you a chiropractor?”
- Reviews from the web. This offers a snippet of review ratings and the number of reviews from third-party review sites, like Facebook. Clicks to, in this instance, your organization’s Facebook page. Tip: You can encourage reviews from your staff members and former patients to get the rating you want.
- Popular Times. This feature allows users to select day of the week and see when your organization is most and least busy throughout the course of a typical day. Includes a “Plan your visit” feature that tells users how long patients/customers typically spend at an appointment. In this portion of the listing, Google collects data from user devices to detect how busy a location is. From there, they can collect daily visitor averages and provide live data to inform users as to how busy a location is.
- Write a review & add a photo . These buttons link users to Google reviews and the Google sign-in to upload stored photos of the business or organization.
- Reviews . This section features excerpts of actual reviews from Google reviews, including a small picture of the reviewer and a link to view all Google reviews.
- Four competing healthcare organizations. These are auto-generated suggestions for the user with a clickable business name and small photo for each. Clicking on a local competitor opens their Knowledge Panel as a popup over a Google Map of your local area filled with business pins representing each of the relevant competing clinics, hospitals, or practices in your immediate geographical area. Snippets for all local competitors appear in the left-most column. This is for comparison shopping.
Google Business Profile on Google Maps
When your prospects search for you (or the services you offer) in Google Maps, your local listing takes the form of a scrollable entire left-hand column superimposed over a Google Map showing your business location. For entities in the healthcare industry, it typically looks like this:
- One picture. The picture is clickable and leads the user to more photos. Tip: Since users can submit their own photos and you can’t do anything about it, try submitting a good, on-brand photo of the business when you’re logged out of your account.
- Name of organization (DBA)
- Google Reviews snippet. The snippet includes your average star rating and number of reviews. The clickable link leads to a pop-up of a full Google Reviews page where all reviews can be scrolled through and read in full and where there is a button inviting users to submit their own review. Tip: As a business owner, it’s important to respond to both positive and negative reviews.
- Business category (Example: Dentist)
- Directions. Links to Google Maps driving directions with street address pre-programmed.
- Save. Allows users signed in to Google to keep the location on a list for future reference.
- Nearby. Users can click to see map location of the restaurants, hotels, bars or other type of business situated near your office, hospital or clinic.
- Send to your phone. Users can click this to send your local Maps listing to their smartphone for easy reference on the go.
- Share. Users click here to share your profile and location on Facebook and Twitter.
- Street address. Allows users to “copy” your address in their clipboard with a click, to share via text, messenger, or email.
- Plus code . Allows users to share your location if you don’t have an exact address.
- Website . Users click this to open your homepage in a browser window.
- Phone number. One click copies your number in the user’s clipboard.
- Hours. This feature shows users your hours of operation for the day and expands with a click to display your hours for the week. Tip: You can add holiday hours for major holidays, like if your practice is closed on Christmas.
- Suggest an edit. Clicking this option generates a pop-up where users are invited to edit the listing’s name, location, hours, etc. or mark the location as closed, non-existent or a duplicate listing.
- Popular times . Shows the user how busy you might be at any given moment.
- Photos. Two photos are shown. The first is a thumbnail that if clicked takes users to an interactive Google Street View of your clinic, hospital or practice. The second is an additional still photo that links to a gallery of other photos of your interior or exterior that have been uploaded by Google users (or you!).
- Add a photo. This button allows users to upload their own photos to the gallery.
- Link to Google Maps driving directions with your street address pre-programmed in.
- Business description (Ex. Dentist in Traverse City)
- Business information (address, hours, phone)
- Questions & Answers . This section features a button leading users to sign into Google and ask the business a question.
- Reviews from the web. This section features a snippet of review ratings and number of reviews from a third-party review site, like Facebook.
- Write a review & Add a photo. Buttons link the user to Google reviews and the Google sign-in to upload stored photos of the business or organization.
- People also search for. This section shows users four competing healthcare organizations, with clickable business names and a small photo for each. Clicking on a local competitor opens their Knowledge Panel as a pop-up over a Google Map page of the local area filled with business pins representing each of the relevant competing clinics, hospitals, or practices in the area. Snippets for all local competitors appears in the left-most column. This is for comparison shopping.
How to Claim Your Google Listing(s)
For healthcare organizations with fewer than 10 locations, which represents the vast majority of private practices, claim and begin to manage your information across Google Search and Maps by going to google.com/business .
- Click Start Now at the top right corner.
- Sign in to your Google account (or create one).
- Enter the name of your business (or select it if it appears as a suggested result as you type) and click Next.
- Enter the street address of your business and click Next. If you are asked, position a marker for the location of your business on a map.
- Use the search field to select a business category and click Next.
- Enter a phone number or website URL for your business and click Next.
Ignore the option to create a free website based on your information.
- To complete the sign-up, and verify your connection to the business, click Continue.
Hopefully, this is all you’ll need to get started with managing your local GBP listing. If, however, you get a notification that the listing has already been claimed, you’ll need to work a little bit harder.
Each location on Google can only have one owner. Don’t panic, there are a few things you can do to make sure someone else in your practice hasn’t claimed it already. Check with your staff and management before moving on to asking for help from Google via this link .
It might be that your practice has moved locations and instead of updating their address, they just created a new listing. Or, maybe a practice manager before your time claimed the listing and left. If you can’t figure it out with some internal discovery, you’ll have to get in touch with Google.
If at first you don’t succeed, try, try again. You can call Google, report an already-claimed listing as a duplicate, and you may have to do both a number of times until they finally change it. But it will all be worth it when you are finally the sole manager of your local GBP listing. And with this guide, you know not to let it fall out of your hands again.
Now, for healthcare organizations with more than 10 locations , you’ll have to go about getting bulk verification for your local listings.
“Bulk verification establishes your ability to manage information for 10 or more locations of the same business across Google products, like Maps and Search,” according to this Google help article.
Google keeps certain businesses out of the bulk verification process, so you can check which ones are eligible with this link . Healthcare practices should be good to go, but keep in mind if you’re hosting a pop-up clinic you won’t be able to verify a service or meeting at a location outside of your physical address.
Before getting started with the verification process, we recommend creating a spreadsheet to keep track of your business locations. It’s a simple way you can start the process for local listings management yourself.
Once you have all your locations, and we mean all of them, you’ll do some double-checking to make sure the verified account doesn’t already exist, and your account is error-free. If you need more help with creating a bulk upload spreadsheet specifically for GBP, you can check out this resource .
Now, you’re ready to submit the locations. Sign into Google Business Profile and click Get Verified next to any one of your locations. Click Chain. Then, fill out the verification form completely and accurately. Google says it might take up to a week for the request to be processed.
It’s worth noting that Google says they continuously optimize local listings and that you should, too, or they might deactivate an inactive account.
Want someone else to manage your GBP?
How physicians and facilities should set up their gpb.
There’s a difference in how individual physicians and facilities should set up their GBP listings. If you’re new to online business listing management, it might not make sense to you, but Google wants information to be concise and useful, so make sure your GBP looks how it should.
If you’re a single practitioner practice, you’ll only need one GBP listing, so your work is easy from there. If, however, you’re a multi-practitioner practice, an individual should have their own listing if:
- They operate in a public capacity, or
- They can be directly contacted during regular business hours.
If, however, you’re a multi-practitioner and multi-location facility, you can create a listing for each location, to start. From there, you should make sure each doctor is only searchable at one location. While you can have a doctor at multiple listings, it can dilute the search power. Do your best to choose the location that makes the most sense for a doctor’s listing.
Optimizing Your Google Business Profile Listing
Hopefully, your GBP listing is in good shape from the start, since you’ve just created it or claimed it. But, recognizing that some practices might be well-known enough to already have had a listing, it’s time to look at the best way to optimize the content being generated on that GBP listing. All of this is part of what a local listing management service would handle in conjunction with your practice.
The best way to make sure your GBP is shining is to fill out as many of the fields as possible. Unique photos and even a video of your practice go a long way in maintaining the professional and personal atmosphere a doctor’s office needs.
You know how bartenders start each shift with money in the jar, so they are more likely to earn tips from paying customers? Asking for reviews from former patients or encouraging staff members to leave reviews from their personal accounts is a great way to get your reviews and ratings up.
You can also ask and answer your own questions. It might feel silly, but someone might have the same question and just don’t want to post it publicly. It’s important to check back often to make sure these questions are getting answered correctly if the answers aren’t coming from yourself.
Optimization doesn’t just mean the content but continually updating and managing the local listing.
Maintain, Maintain, Maintain
Did you know any searcher can make a change to your GBP listing? They can “Suggest an edit” and the change could go live, without you knowing about it. This is just one of the reasons why it’s critical that you regularly check in on your GBP listing to make sure it looks the way you want.
You can also perform a regular audit on your business. Did you paint the exterior of your building and now you need a new photo? You should be uploading that photo to your GBP. You can also create posts to interact with users. Poking around the GBP manager will lead to some creative ways you can take advantage of the local listing tool.
These days, a GBP listing can seem like its own social media site. It’s important for it to look alive, not only because you want your customer base to find you, but also because Google knows when you’ve taken the time to optimize and maintain your listing. You know what they say about an apple a day….
Sometimes, the best way to make sure your local listing is accurately managed and optimized is to just pass it off to someone else.
Beyond Google – Local Listings Management
No doubt, Google is the king when it comes to search. But that doesn’t mean the other search engines should be ignored. In fact, 1/3 of all PC searches in the United States are done through Bing, and the typical user is between 55-64 years old. Does that sound like some of your patients, or the kind of people who might be looking for your medical practice?
Here are just a few of the sites, aside from Google, you’ll need to manage your local listing on:
- Yelp – arguably the most influential review platform on the internet.
- Yahoo – another popular search engine.
- Apple Maps – more people than ever use iPhones and aren’t bothering to download Google Maps.
Some websites more specific to healthcare marketing and local listings management are:
- Vitals.com – physician rating and review system.
- Healthgrades – another 5-star rating system that can include more than just doctor information.
- Angie’s List – a service industry-oriented review site.
It might be easy enough to optimize your GBP listing, but local listing management as a whole is no easy task. There are third-party services out there designed to make it less nightmarish. Here are a few of our recommendations for local listings management services:
- Moz Local – it’s the most affordable to get your local business listing up to speed, but the speed part is a major factor. They use aggregators which means the data takes a while to populate and isn’t always 100 percent accurate.
- Yext – it’s the most expensive option but it has direct relationships, which means changes to your information are guaranteed by the publisher and are live within 24 – 48 hours. Yext can be sales-oriented but they manage local listings well.
- Brandify – uses a combination of direct relationships and aggregators. They do the heavy lifting getting everything up and running, as well as supporting you afterward. They’re more expensive than Moz and less than Yext, but they can take longer than Moz to get your listings live.
- Other options include Whitespark or Synup .
There are many local listings management services; you’ll have to decide your budget and move forward.
Learn about our agency discount with Yext
Reviews – the window to the internet’s soul.
Chances are your organization already has Google reviews and additional reviews across crowd-sourced review forums like Yelp, Healthgrades, Vitals.com, Facebook (automatically a part of any business’s Facebook page) and myriad additional doctor review sites, all available for your prospective patients to read.
Over the years, coming and going across the pages of the local newspaper will be news about your executive turnover, union negotiations, large donations, personnel scandals, expansions, closures, medical firsts and industry recognitions – but online reviews affect your reputation every single day. Traditional marketing matters, but in healthcare, digital marketing is more relevant than ever to keep your practice’s good name.
Here, we look at why online reviews are so important, and we consider the best practices for healthcare organizations for how to manage them in order to maximize their potential for creating business and minimize their potential damage.
How Important Are Patient Reviews?
How do patients use online reviews?
To find a new doctor or specialist, 77 percent of patients read online reviews as their first step…Why? Well, according to a survey conducted by Wainscot Media , 80 percent of consumers say they trust online reviews as much as personal recommendations.
According to Wainscot Media, 60 percent of consumers say they need to read four or more reviews before forming an opinion about a business. However, when shopping around for medical appointments, consumers form an opinion on physicians and hospitals after reading only 2.4 reviews.
Good online doctor reviews also have the power to encourage reluctant patients to get off the sideline and finally say “yes” to elective procedures and appointments they’re nervous about.
And finally, good reviews earn you out-of-network patients you would never get otherwise. A whopping 48 percent of survey respondents were willing to pay out of pocket to see a doctor with more favorable online reviews than the next-best in-network doctor.
Clearly, when it comes to your online reputation, you can’t sit by passively any longer.
WATCH: How Doctors Can Ask For Online Reviews
How Do You Get More Online Reviews?
The best way to get good reviews – and this is going to sound simplistic – is to be good at what you do.
Be the best you can, from reception to medical care to checkout, billing and post-visit follow-up.
That’s right, it’s not all about outcomes.
We can see some general trends for medical organizations across the country. Typically, on medical review sites about half of all complaints were about:
- Bad medical outcomes
- Bad medical care/advice they received
- Misdiagnoses they received
The other half of the complaints were about customer service issues like:
- General rudeness/evident lack of caring
- Taking too long to get an appointment
- Lack of responsiveness of the front office
- Waiting room/emergency room delays
- Billing mistakes and insurance issues
This should be obvious, but if this information on how patients use online reviews inspires even one practitioner or healthcare facility to overhaul their customer service or front desk procedures, we’ll count that as a win.
Aside from that, the best way to get more online reviews is to just ask .
Send an email. There are countless email marketing services that will automate this for you. After the appointment, send patients an email asking them to review their experience at your office. Be genuine and make it as easy as possible for people. Instead of just asking for a general review, link them directly to Google or Yelp or Facebook review box, not just your Google My Business page.
Give them a print-out. Before patients leave the office, hand them a print-out that includes your sincere thanks, your absolute commitment to their well-being, and a soft call-to-action that encourages them to leave a review.
Include a prominent section in your online portal. They’re logging in anyway, so why not encourage them to take a minute to offer their feedback?
Use a link shortener. Whether you’re asking by email, patient portal, or other form of digital communication (such as your website), use a link shortener, like Bitly, to avoid sending patients a very long and unnecessary URL. To link patients directly to our Google My Business review, here is the true URL:
You can send a follow-up email after an appointment or include the URL or QR code on the doctor’s notes or receipt at checkout.
According to Review Trackers , 65 percent of patients consider online doctor reviews important when searching for a new local physician.
If you ask for reviews from your patients/customers, avoid gimmicks…
…but avoid incentives
Some businesses will offer a 10 percent discount on a purchase or free shipping if a customer leaves a review. But the truth is that healthcare-related businesses should resist the temptation. For one, it defeats the intention behind Google reviews, which is to provide unbiased feedback and information. Plus, it’s simply not classy. Healthcare is supposed to be a serious service and private practices, clinics and healthcare systems should not cheapen their image by adopting a maneuver commonly used by coffee shops, vape shops and used car lots. Most importantly, Google specifically tells us not to do this to get more online reviews.
What Should Doctors Be Doing About Negative Reviews Online?
No one likes a bad online review. And no matter how careful you are or how good of a doctor you are, you’re bound to get some negative online reviews. Knowing this you might ask, what are other doctors doing about bad reviews online?
It’s one of Google’s best practices that you respond to each and every review you receive online. This includes the negative reviews. Responding to online doctor reviews shows Google that you care, and that you’re engaged with the platform and the audience it attracts.
How Should Doctors Respond to Negative Reviews?
We’ve established it is important to respond to negative reviews, but how do you fight the urge to, well, fight? First, you’ll want to keep it short. Getting into an argument online is never a good idea, especially with a patient. Patients use online reviews like every other consumer, which is to get an idea of the business they’re about to support. And, people tend to trust a stranger online because they see that reviewer as someone they have something in common with: wanting to find the best doctor.
Ideally, you’ll want to acknowledge the complaint first. You should provide the reviewer with a way to contact someone at your office. A name, phone number or email go a long way in making it a personal connection. This way, you acknowledge the complaint in a public forum and then take it private to resolve the situation. If anyone questions why you want to take it private, remind them that as a healthcare professional, patient privacy is of the utmost importance. Throughout this process, it’s important to always remain calm. A dissatisfied customer usually just wants to have their voice heard. Once you’ve resolved the situation, ask the customer to amend their review, or follow-up with a post saying the issue was resolved.
Want to finish this later?
How to manage online medical reviews.
With so many review sites out there, managing and responding to your online reviews could easily become a full-time job, on top of your already important healthcare position. Reviews are no longer limited to review sites, either. Chances are you’ve seen a frustrated customer Tweet to a company or reply to a post they’ve shared on social media platforms.
Reviews are everywhere and social media is no longer a family-and-friends means of connection. There’s the expectation that posting a review to social media means the customer will get a response immediately – within 60 minutes . The same principles for reviews exist for social media. Respond to everything quickly and remember to take complaints private when needed.
As online customer service and interactions grow, services are cropping up meant to make all this digital media more manageable. Our former client Digital Roots offers a program that can organize and prioritize customer-based interactions for you, so you respond to reviews in real-time. If you have the resources, consider using a platform like Digital Roots to make the online doctor review maze a little more navigable.
The Medical Review Sites You Need to Know
When customers search your name online, you don’t know which doctor review site might get pulled up. You have optimized your GBP and manage your Facebook, so hopefully they’ll end up there, but chances are they might land somewhere else . Here are some of the most popular medical review sites:
- Angie’s List
By now, hopefully you’re vastly more aware of how patients use online reviews, the importance of patient reviews and how doctors should respond to negative online reviews. With so many resources for patients to find out about you or your practice, you’ll want to get ahead of the game in managing the first point of contact you have with your patients – online reviews.
An Achievable Healthcare Content Marketing Strategy
Content marketing for healthcare is no different from content marketing in any other vertical. Hospitals and health organizations need to attract, engage and delight their audiences so that they keep coming back and refer other people they know. Doctors and dentists need to be seen as a trusted resource, because that trust can easily tip the scales when all other factors are relatively equal.
The main difference is that out of all the major industries, healthcare – aside from the digital giants like WebMD – has been one of the last adopters of content marketing. The organizations and offices that are winning customers and dominating the digital landscape are those with solid content strategies in place.
Why Should We Bother with Healthcare Content Marketing?
In a world where Mayo Clinic, Cleveland Clinic, the CDC, WebMD, Everyday Health and a half-dozen other dedicated medical advice hubs/ content farms have long-ago flooded the web and cornered the market on healthcare content, why are healthcare organizations bothering with content marketing, and what’s their approach?
In a nutshell: brand awareness and trust.
Does Kia pay several million dollars for a 30-second Super Bowl spot because they expect you to run out and buy a car at halftime? Of course not. But they’re banking on you remembering the Kia brand name the next time you do start shopping for a vehicle. The same is true in healthcare: a user who comes across a well-written, informative and entertaining piece of content about in-office teeth whitening vs. at-home teeth whitening will remember that dentist’s office the next time they’re thinking about that (or another) service. Billboards can have their place as builders of brand awareness, but how much value are consumers getting from them?
Value is at the core of content marketing. Plus, there’s this:
Content marketing generates over three times as many leads as outbound marketing and costs 62% less. Source
Also at the heart of content – especially healthcare content – is trust. Providers’ websites can say an awful lot about them in the first two seconds someone sees it; if you’re having a complicated procedure, would you rather be operated on by the doctor whose blog looks like it was thrown together by the office assistant, or the one that offers compelling, authoritative demonstrations of their expertise? Which website seems more sophisticated? What if their brand video looks like it was produced in the early 2000s? Does that mean their knowledge is equally out of date? What if their website used Comic Sans?
Obviously, no one should choose a doctor based on their blog or the font on their website. But as one of many areas where patients encounter physicians, the healthcare digital marketing and content creation space should not be ignored.
Get advice from our expert content marketers.
Some examples of content marketing we find particularly compelling.
There is no shortage of examples of successful B2C healthcare marketing. Personalized content marketing is one way to effectively reach your audience in a way that resonates. If you’re searching for ideas, one of the easiest ways to get started with your own content creation is to study what others have done, so start with these or keep exploring – happy creating!
CDC – Tips from Terrie
This video is part of the CDC’s “Tips from Former Smokers” campaign, which persuaded 1.6 million people to try to quit . Out of those 1.6 million, more than 100,000 successfully gave up tobacco. The reason this ad works so well is that it took what was previously abstract and de-personalized (smoking causes lung cancer, etc.) and made it incredibly, shockingly tangible. Watch, too, as Terrie’s face quivers just before the video ends – if that doesn’t haunt you, we don’t know what will.
Johnson & Johnson – Happy Father’s Day
Giving the heartstrings a good ole tug is usually a sure thing. Here Johnson & Johnson captures an emotionally powerful moment between father and son while also subtly advertising – with the use of suds – one of their own products.
MD Anderson – Christmas Wreaths
This Facebook video from MD Anderson uses photography and animation to simply yet beautifully showcase Christmas wreaths designed by employees of the cancer treatment center. Every year MD Anderson holds an auction of these wreaths, and the proceeds go to patients to help with their care. In just three days, the video was viewed 13,000 times and generated 576 reactions and 169 shares. The quality production, along with the right messaging and call-to-action, make this a truly successful piece of content marketing.
Borgess – Coconut Oil vs. Olive Oil
This infographic has performed extremely well for Borgess, one of our long-standing healthcare clients. Not only is it informative and nicely designed, but it is extremely easy to understand and highly shareable. Accompanying text also elaborates on the image and provides additional value. Since it was published three years ago (in January 2016), the infographic has been viewed more than 11,200 times, and users stay on the page for almost four-and-a-half minutes. Check out the full olive oil vs. coconut oil infographic .
Memorial Sloan Kettering – You
The bright colors immediately catch the viewer’s attention, and the copy is intriguing enough to make them want to read further. And whereas you might expect the supporting copy to talk about the importance of the patient’s mental and emotional strength, it in fact discusses Memorial Sloan Kettering’s breakthroughs in immunotherapy. The organization is using patients’ own immune systems to develop cancer-fighting drugs. You = more science, less fear.
Content Marketing Can Drive Appointments
Most of your prospective patients live within driving distance of your brick-and-mortar location, and many search for local terms, like “near me,” “Ann Arbor,” “Emmett County” (users in rural areas often use county-wide searches), or “southeastern Michigan” if they’re willing to travel farther for uncommon expertise.
Moreover, while primary care physicians still have their network of trusted referrals, patients are increasingly taking ownership of their visit to a specialist. Some insurance plans even give their members pre-paid gift cards just for shopping around for procedures. When it comes to their healthcare, individuals are enjoying more freedom of choice than they ever have.
That’s where healthcare content marketing comes in.
Let’s say a user searches for “pediatrician Ann Arbor.” Here are the results for that query:
How did these pediatricians get into the local pack? And how many clinics, practices, medical centers or solo practitioners in Ann Arbor were NOT listed in this local pack? Where are they? Why aren’t they there?
One of the best ways to get into the local pack – and drive appointments – is with high-quality, localized content. Here’s how to do it:
Create content about your area. Imagine you are a pediatrician in Traverse City, MI (240 miles northwest of Ann Arbor). These are some examples of healthcare content marketing you could create:
- A blog post about the best beaches in the area that have shade available, which can then be tied into the importance of using sunscreen and managing kids’ exposure to the sun.
- An article about how Traverse City gets almost no sun in the winter, and when it’s appropriate for children to start taking vitamin D supplements.
- A quick video about ice fishing (a very popular sport in the area), and the dangers of young children getting frostbite, as well as how to prevent it from happening.
The point is, Google wants to see healthcare organizations as the most relevant for their area, and they’ll reward businesses that are. The content created should also be highly authoritative; Google has human readers that regularly evaluate websites for their expertise, authority and trustworthiness (we call this E-A-T), and they want to see those that have taken care to provide their readers with a professional experience. Optimizing web pages for local keywords and publishing helpful, informative content about the medical conditions people see you for, is where you’ll find a lot of prospects. Creating local and authoritative content is just one way to secure your spot in the local pack. See the sections on local listings and Google My Business for more information.
How to Create Amazing Local Content
Too often, hospitals and practitioners and those that write for them fall back on generalized topics about the broad strokes of healthcare. How many times have you seen content like this?
- Tips for Eating Healthy During the Holidays
- 5 Easy, Balanced Dinner Recipes
- 3 Ways to Get in 20 Minutes of Exercise a Day
These are…not very good. They’ve been written about to death, but more importantly, they’re not specific to a local area. Creating amazing B2C healthcare marketing content – one of the cornerstones of local SEO – is easily doable for organizations large and small. Here are some strategies you can follow:
Combine the professional with the personal. By day you’re a healthcare marketer, but by night you’re a…what? Foodie? Participant in your local kickball league? Birder? Combine what you love to do outside of work with something healthcare related, for a fun, informative topic no one else is writing about. For instance:
- The Best Heart-Healthy Breakfasts in Cambridge, Ranked
- Calories Burned Playing in Adult Rec Leagues: 4 Sports
- Birding Is Great for Your Mind and Your Body
This type of healthcare content can also help make your practice seem more approachable. As you’re writing, make sure to link to other local businesses and organizations (for instance, each breakfast spot in the list above), as this will send local relevance signals to search engines.
Embrace Your Area. Do you have a thriving local food scene? Create medical-focused content that talks about some of the fantastic farms in your area, such as the benefits of eating organic. Some of those farms might even recognize your appreciation and be inclined to link back to your site, which would be a nice bonus for local SEO .
Does the landscape in your area offer unique opportunities for fitness training? Create an infographic that highlights the best spots for working out in an outdoor gym.
Does your city get a lot of snow in the winter? Write an informative blog about the dangers of snow shoveling and heart attacks, and direct your readers to a list of professional snow clearing services, or even to the neighborhood kid trying to earn a few extra bucks.
Are you a psychologist in Seattle? Write content about why the lack of sunshine can cause people to feel down. What is it about the mechanisms in the brain that cause this to happen?
Create Unique Landing Pages for Each Location . Whether you have 3 locations or 300, each hospital, emergency room, cardiologist, OB/GYN, etc. should have its own unique landing page. But don’t stop at just uploading a picture of the facility and adding hours and contact information. Include content such as how to find the facility if it’s a nested location or particularly hard to find; events specific to that location; maps; reviews of that location; several unique photos that are properly optimized; and other elements essential for ranking locally.
What types of content can you create? This list is by no means exhaustive, but it’s a great place to start:
- How-to articles
- Q & A articles
- Basic graphics
- Compare and contrast posts
- Guides / whitepapers
See what content marketing could look like for you.
Tips for brainstorming content.
Creating content doesn’t need to be a chore. Whether you’re a doctor trying to do it all or are part of the marketing team at a large healthcare organization, topic ideation begins with brainstorming . But first, let’s begin with some strategies to avoid.
How NOT to Brainstorm
Don’t use one marker. We’ve all been in meetings where one person is holding the marker and writing on the dry-erase board, soliciting ideas from the room and writing everything down. But the problem is that not everything gets written down. Whether consciously or subconsciously, this person acts as a gatekeeper, filtering the ideas through his or her own lens of what should be included.
Don’t just start throwing out ideas. This creates an environment where the most dominant individuals will monopolize the conversation, leaving the quieter individuals or newer employees feeling like they can’t get a word in – and leaving potentially brilliant ideas unsaid.
Don’t go it alone. Even if you’re the only person responsible for marketing in your organization, ideating in a silo is never a good idea. Take some ideas home to your significant other or ask for some reactions on your social networks. Get input from a variety of different individuals, even if they don’t work in healthcare or they’re not content creators or marketing professionals.
3 Ways to Brainstorm Right
Start with games. Begin the brainstorming session with some games that will loosen your mind and make the room feel at ease. These can be drawing challenges, improvisation games , brain teasers or whatever makes sense for your organization.
Use post-its and organize them. Rather than having one gatekeeper who writes ideas down, distribute sticky notes to your team and have them stick their ideas onto a wall or window. Then organize the ideas by theme. As a final exercise, have each person vote for their favorite idea in each of three categories: most delightful, most likely to succeed, and most innovative.
Try the Portent title generator. We love this tool . We use it regularly for inspiration in creating delightful, unusual topic ideas.
Change your environment. Get outside. Go for a walk. Move to a café. Changing up your environment will rewire your brain, allowing you and your team to brainstorm ideas that may not have come up in the same old conference room.
Don’t Be Afraid to Get Social
Is healthcare too serious-minded for Twitter accounts and Facebook pages?
According to an article published by the US National Library of Medicine, National Institutes of Health , 70 percent of healthcare organizations, including hospitals, health systems and pharmaceutical companies actively use social platforms.
The three most popular social media platforms for healthcare organizations are Facebook, Twitter and YouTube. Read on to find out how to use social media most effectively for your business.
Benefits of Using Social Media in Healthcare
Organizations like MD Anderson use social media like their Facebook page for a variety of purposes. These include:
- Communicating with patients, customers and the community
- Increasing visibility of their organization
- Marketing products and services
- Providing patients with resources
- Promoting events
- Sharing public health messages
- Boosting fundraising campaigns
What is the cost-benefit analysis of going to Facebook, Twitter, Instagram, YouTube and maintaining a best-practices type of maintenance of those accounts?
Opening accounts on social platforms is free, but your organization needs to dedicate manpower (that’s money) to producing content that’s professional , appropriate, helpful and strategic. Then it’ll need to be regularly posted so your clinic, practice, hospital or healthcare-related business looks active and lively.
One of the biggest challenges of social media in healthcare is time. If you don’t invest in any platform you decide to adopt, then it can have a negative effect on your business.
On the plus side, surveys cited in the US National Library of Medicine reveal that:
- 57 percent of consumers said that a hospital’s social media presence would strongly influence their choice regarding where to go for services.
- A strong social media presence was interpreted by 81 percent of consumers as being an indication that a hospital offers cutting-edge technologies.
- 12.5 percent of healthcare organizations reported having successfully attracted new patients through the use of social media.
Social media platforms are not just megaphones; they are also tools that allow you to do things you could not do otherwise, like:
- Using your Facebook page Groups functionality to offer patients online patient support groups.
- Using your organization’s LinkedIn account to create an employee advocacy program.
- Using Facebook Live or Instagram Stories for community outreach and patient engagement.
Why leverage social media platforms these ways? Because these capabilities might be perfect for your organization. They might also, without undue amount of effort, help you serve your audience, win patients and promote your organization in a way that’s better or less expensive than what you are doing now. For example, online forums eliminate the need to rent a community space to host an in-person patient support group – one that is difficult for your more rural, disabled or distant patients to drive to.
Healthcare organizations also currently use their social media accounts to promote prevention or other public health campaigns (flu shots, ladder safety, antibiotic resistance awareness) that could not be effectively launched from their website alone.
A health system, clinic or LASIK practice with social media accounts that are sharp-looking, active, and helpful help the organization come across as a competent , tech-savvy office that’s interested in serving its patients and prospects.
Finally, Facebook pages, Twitter accounts, Instagram accounts and YouTube channels that are well-trafficked also help your website pages rank better in Google and Bing. They lend you SEO “juice.” The benefits of using social media in healthcare are numerable.
A properly budgeted, maintained and promoted social media presence can improve your reputation and win you customers.
Want someone to manage social media for you?
Don’t go all-in on social – use the right channels.
Want to make managing your social properties as easy as possible? You can probably eliminate 50 percent of them right now.
Boom! You just cut your workload in half.
We have heard too many times statements like “We need to be everywhere on social, because our audience is everywhere” or “Twitter is huge, let’s get on Twitter.”
These are common misconceptions, ones that take precious time and resources away from more important marketing efforts and can even serve to detract from, rather than add to, the overall impression your organization is making online.
Yes, Twitter is huge, but for reasons that may have nothing to do with your organization. Twitter is great for up-to-the-minute news, rapid conversations, celebrities and entertainment, and a handful of other topics. Unless your health system is contributing meaningfully to a current conversation or is engaged in a humorous Tweet war , you can probably safely put this channel to bed. Look what happens when companies get on Twitter and then fail to use it properly:
Would you follow this account? Not likely. And, the lack of engagement does more harm than good. There are Twitter graveyards like this all over the internet, the result of misguided priorities.
So what platforms should your social media strategy for healthcare focus on?
Which Social Media Channels Are Right for Me?
First, be honest with yourself about your organization’s resources and processes. Are you are expanding into social media marketing without hiring someone else to manage it? Will every post or video have to go through medical and/or legal review? Do you find yourself stressing over what to post to the detriment of other initiatives?
It’s also critical to firmly establish goals. If your goal is to “be on social,” that’s…not really a goal. Is your goal to build awareness of your practice? Get heads in beds? Galvanize your employees? Drive donations? Secure more applicants? Get leads for your medical software?
- Mostly B2C, though can also work for B2B
- Pretty much all ages
- Brand awareness
- Donation drives or other event promotions
- Employee advocacy
- Many B2B organizations
- Lead/patient generation
- Doing Facebook well: MD Anderson
- Not doing Facebook well: Thorn Ford Dental Laboratory
- B2C and B2B
- Health news
- Customer service
- Current events
- Younger audiences
- One-sided marketing (Twitter is very much about conversations)
- Doing Twitter well: Doctors who responded to the NRA’s call for them to “stay in their own lane” when it comes to gun control
When the NRA took a shot at “self-important anti-gun doctors,” doctors the world over responded in kind, in a perfect example of how to use Twitter well. They weren’t marketing their own practice or selling a service, but they were contributing to a meaningful conversation from their position of expertise. And any patients or prospective patients who follow them or otherwise saw their tweets now have a better idea of the kind of doctor they are.
- Not doing Twitter well: Vital Health
The screenshot below really speaks for itself. Using images, videos, and even just the full character limit available would go such a long way to improving the experience and engagement.
- Organizations with healthy budgets (enough to produce professional videos)
- Organizations with unique niches / brands
- Practices with engaging visual content
- Organizations that don’t have engaging on-screen talent
- Lead/patient acquisition
- Doing YouTube well: Healthcare Triage
The videos on Healthcare Triage’s YouTube channel do a wonderful job of blending live-action with motion graphics to illustrate comprehensive topics in ways that are easy to understand. Plus, they make careful use of evidence and research to support their arguments, without getting overly passionate.
- Not doing YouTube well: MidMichigan Health
Most of their videos are “meet the physician” content. There is very little diversity in the type of content or style. Then, just for kicks, they include this baffling two-minute time-lapse video of the construction of a new facility, which – spoiler alert – doesn’t even show you the finished construction. Don’t do that.
- Healthcare organizations with highly visual products and services (cosmetic surgery, dermatology, spas, health vacations, etc.)
- Healthcare organizations without highly visual products and services (primary care physicians, medical transcription software companies, etc.)
- Doing Instagram well: Nurse So Hard
This Instagram account is obviously not for practice promotion or patient generation. But it works for what it’s trying to do, and these tactics could be used in tandem with other marketing efforts. Imagine you have a CTA in the lobby or patient waiting room that encouraged people to follow your humorous Instagram account (obviously not this one). You could give them something entertaining to look at rather than 6-month-old People magazines, which in turn could form a connection and start developing that patient-physician rapport.
- Not doing Instagram well: Connected Home Care Framingham
This account is all over the place. There are memes, low-quality photos, lifestyle pics, and inspirational quotes that are off-brand in their design. In fairness to them, it looks like as of the writing of this manual they just got started, so maybe they’ll get better?
Don’t do this:
- Lead generation
- Demonstrating industry authority/thought leadership
- Promoting job openings
- Patient acquisition
- Doing LinkedIn Well: Priority Health
There’s a nice mix of content here, and most of all Priority is focused on providing good, truly helpful content. They also – for the most part – avoid using the same stock images across different posts.
- Not doing LinkedIn well: Relentless Health Value Podcast
We get it – LinkedIn is the next best bet for promoting a podcast like this. But as with any social media channel, do not promote yourself or your services with every single post. Share what others have written or posted, contribute to relevant conversations, ask questions, provide advice, etc. And if you don’t have time to do anything other than repost from your blog or website, try focusing on other, more valuable marketing efforts.
- Businesses built around aspiration
- Most healthcare organizations, especially B2B
- Event promotions
- Doing Pinterest Well: doTERRA
Beautiful product photography coupled with helpful tips and a variety of content make this a company worth following.
- Not Doing Pinterest Well: Viewmont Dental Centre
Their Pinterest page is linked to from the website, which is usually okay, UNLESS you post Pins that shame your patients and make fun of them, like this one. Be aware of and sensitive to your audience – this is especially important in the healthcare space.
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The basics of optimizing your social media profiles.
Fill out your profiles completely. If there is room for your story, an about us section, and services, don’t neglect any information you can communicate. Each section affords you the opportunity to include the keywords that are relevant for your business and that you want to show up for when people are searching for you.
Choose your images carefully. Just as you would with your own personal social media profile, make sure the images you create are representative of your clinic or hospital. Ensure you have a clear, high-resolution logo of your business to use as your profile picture and take the opportunity to use social banners as marketing tools. So rather than including a group photo of your staff, use the banner to communicate events, specials, or other timely information:
- December Special! 15% Off Teeth Whitening!
- Join Us for a Special Community Event on Opioid Abuse Prevention on December 15
Include URLs when possible. Make sure to include links back to your organization in your bio section (and elsewhere, when appropriate). Google says backlinks are one of the top two ranking signals , plus this will encourage users to visit your website.
Use images and videos. We can’t stress this enough. High-quality visuals get significantly more engagement throughout the social ecosystem. Emojis can work, too, as long as you make sure they’re on-brand and appropriate to the occasion.
Get your numbers up. High numbers are usually a bad thing in healthcare, but when it comes to social, the opposite is true. So, engage in conversations, follow others, ask questions, retweet, reply, add links, share, and contribute meaningfully to your industry. Followers and likes will come naturally, and the engagement numbers on your profile will serve as evidence of your authority and trustworthiness.
Channel-Specific Optimization Tips
- Use the CTA button to drive visitors to contact you or learn more about your organization.
- Seek out and claim unofficial pages by searching for all your locations that are created when people “check in.”
- Use tools like Hashtagify to find the best hashtags that are relevant for your organization.
- Use all 280 characters available to get the most out of your messaging.
- Pin your best, most optimized tweets.
- Create transcriptions of all your videos to give search engines (and viewers) some juicy content to chew on.
- Since thumbnails will animate on hover, ensure that the preview is as dynamic as possible with some custom treatments.
- Include the date in your video title, so users know your content is current and relevant.
- Create well-organized playlists grouped by theme or topic.
- Edit, edit, edit your photos, as users expect picture-perfect images.
- Use a service like lnk.bio or Linktree to drive traffic to your site’s content.
- Again, use Hashtagify to find relevant hashtags.
- Create a showcase page for your separate products or services.
- Connect with your employees – and write them recommendations – to build employee advocacy.
- Create a careers page to show off your internal culture.
- Focus on visuals that offer color contrast and other attention-grabbing elements.
- Don’t forget to use appropriate keywords when adding descriptions to your Pins – Pinterest is a search engine, after all.
- Organize your boards in a very focused way – more boards with fewer pins is better than fewer boards with many pins.
- Take advantage of Pinterest Analytics to see how well your content is performing.
What Comes Next for Healthcare Digital Marketing?
You’ve made it this far, congrats! You’re already light years ahead of other doctors not using the internet to its full potential when it comes to healthcare marketing.
You’ve learned the importance of local listings management, you’ve mastered the art of asking patients for reviews and you’ve optimized your Google My Business listing. Your social media profiles are up to snuff and you are ready for the next step in your healthcare marketing journey. After all, you didn’t think that was all there was to it, did you?
Paid, Proven Media
Paid media marketing is a universal tool marketers use to drive traffic and gain leads. The advertisements you see in Google? The “promoted” notes at the bottom of social media posts? They’re all paid media and you can start running some of your own. Here are some ideas to get you started:
- Consider a local search ad on Google Maps. It’ll help people who are new to town find your practice.
- You can find out where your competitors are advertising in search and promote an offer to lead people your way instead. Perhaps run a “FREE pair of glasses” advertisement.
- Retarget patients for those non-urgent medical needs. Experiment with static images and videos to get parents to choose you as their pediatrician, for example.
- You can get a list of new homeowners in your city, and pair direct snail mail with direct digital mail advertising . Start serving ads with El Toro five days before the mailer arrives and keep serving ads online a few days after they get the mailer.
- If you want to start simple, try boosting an engaging Facebook post.
Website Design and Development
Having a website and maintaining a solid online presence might sound intimidating to the healthcare marketing world. Sure, you have to be more careful about information than other companies online, but you can still practice the following:
- Try a focus group or user testing to see how people navigate your website and ask them what they wish worked differently. This will start the process of you having a more user-friendly website.
- Your life will be easier with a content management system . Consider WordPress , Drupal , Joomla , Sitecore or Geonetric VitalSite to keep your website ADA compliant and HIPAA compliant.
- Search other healthcare websites to bring good ideas to your business like using high-quality images and videos, a live ER wait time page and interesting design elements like Hot Box Sauna Studio and Moovia .
At the End of the Day…
This is a lot of information to absorb, but marketing in healthcare can’t be ignored. When you need help reaching all your medical marketing goals, reach out to Oneupweb . Until then, poke around our blog or check out how we helped the PKD foundation , a medical nonprofit. We also have resources like white papers and other juicy content that will help you start creating content for your healthcare practice.
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Health Care Marketing Reflection
The health care system in the United States has recently become immensely commercialized and now it is functioning according to the same principles of the market economy as any other industry. This paper aims to examine current trends and practices in health care marketing, namely advertising, product development, pricing, etc. In particular, it is necessary to examine the impact of modern marketing strategies on consumers behavior and their decision-making. Finally, it is vital to assess the influence of these techniques on medical workers because they may be both positive and negative.
Overall, the health care market in the United States becomes more and more competitive (Fortenberry, 2009, p. 28). The number of pharmaceutical companies increases, so they have to implement new strategies for promoting their products to the eventual clients. The key task is to emphasize the unique characteristics of the medicaments or services which they sell. The first detail which immediately attracts attention is the great involvement of mass media. More and more people nowadays base their decisions on the advertisements rather than the opinion of their physician. Additionally, it should be mentioned that the competition among medical institutions has also intensified, for example, between health maintenance organizations (HMOs) and preferred provider organizations (PPOs). They try to excel in the quality and range of their services, pricing, and discounts. They also attempt to adjust their services to the needs of various populations, depending on their income level. Certainly, it has to be admitted that health care service is still regulated from the start but even despite this supervision, it has grown more independent of the government.
Major Marketing Techniques
Companies, operating in the sphere of health care try to diversify their marketing techniques to increase the range of their target audience and make a personal appeal to a potential consumer. According to Thomas (2008), current health care marketing techniques tend to develop in the direction of specification and narrowing of their focus (p. 126). Many scholars point out that modern health care organizations prioritize their customers. They try to determine who will decide as to the purchasing of the medicaments, either a medical worker or an individual patient. Moreover, while advertising their products these organizations emphasize not only the effectiveness and safety; they also set stress on the benefits which a person can take, such as self-esteem, social acceptance, physical and emotional comfort (Berkowitz, 2006).
It stands to reason that the current marketing techniques in health care affect consumer behavior. As it has been mentioned before, they pay attention not only to the effectiveness of a particular medicament, hypothetical aftereffects, or its reliability or safety. This information can be given by a physician or pharmacist. They frequently make their judgment only based on commercial and its quality. It should be borne in mind that customers become more demanding and the health care providers display a readiness to satisfy the increased demands. The key issue is that the modern concept of health has evolved and it cannot be interpreted only as of the absence of pain or physical discomfort. This notion also includes productivity, harmonious relations with other people, and so forth. Hence, pharmaceuticals underline this point in their commercials.
Marketing Techniques Influence Assessment
Naturally, the development of health care marketing techniques affects medical workers directly. The major influences include the increased demands for their performance and the need to obtain additional educational and professional qualifications to be able to conform to the newly established and marketed standards of the company’s services. These effects can be assessed as exclusively positive for the increase in service quality of health care providers. The higher performance standards facilitate the achievement of higher goals and personal development of every person. Increased competitiveness of the market gives more options to medical workers who can select from a vast variety of medicaments and recommend them to their patients. However, this variety of medicaments also sets great difficulties for them. They need to take into consideration that the level of their effectiveness is relatively the same, but their price can be different. So they need to find the best price-quality ratio.
On the whole, this discussion demonstrates that the American health care system is currently experiencing a period of marketing techniques and trends change. The change can be called commercialization. This process eventually shapes the decision-making of consumers. Accordingly, the current health care marketing techniques are on their way to becoming more targeted and personalized in their appeal to clients. The respective consumer trends are characterized by the greater demands set for health care providers and conditioned by the variety of choices present in the health care market.
Berkowitz, E.N. (2006). Essentials of health care marketing (2nd Ed.). Sudbury, MA: Jones and Bartlett.
Fortenberry, J. (2009). Healthcare Marketing: Tools and Techniques (2rd Ed.). Sudbury, MA: Jones and Bartlett.
Thomas, R. (2008). Health Services Marketing. Springer New York.
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Free Example of Health Care Marketing Essay
The marketing of traditional health care services such as hospital services has matured during the past decade with the integration of research from the medical sociology discipline and the marketing literature. Similarly, more effective marketing strategies for health care packaged goods have been developed by integrating the knowledgebase available in the health care disciplines. Health care systems do not function on their own. On the contrary, it is a system that consists of divisions that provide necessary support to all wings ultimately enabling the service of healthcare to clients referred to as patients. Healthcare system has a team consisting of doctors, nurses, social workers, occupation therapists, case workers, psychologists as well as dietitians. All these health care members provide independent services that are critical for good health of the patient.
For around 30 or fewer years ago, marketing enormously has been introduced into health care organizations-a easy way of addressing an increasingly competitive health care environment. The consumer has responded to these changes in several ways.
The Past and the Future of Health Care Marketing
Since the introduction of effective marketing strategy in the health care marketing, the consumer behavior has changed. The changes have resulted from change in market structure. Today many consumers have adopted preventive behaviors that do not require the consumer to interact with a health care professional as opposed to some time back. This is especially common amongst the more self-reliant consumers as explained by Future. Today consumers are able to take more responsibility for their personal health than in the past. Consumers are well educated both academically and through the internet, with a greater understanding of health care and other choices available for them.
Today the market has become consumer-driven, and the health care market is no exception. As a result, today patients are better informed and know more about health and medical services. In fact, there is no time in history have people known so much about health care and medicine as they do today. They are in a position to ask for high quality care and, having become cost conscious, they demand quality care at a reasonable price. Twenty years ago health care was a 42 billion dollars per-year industry. Today total U.S. health care spending tops 662 billion dollars. The health care budget is actually sky rocketing. Kronenfeld, explains that within the context of these changing environments, health care organizations must function and implement their marketing plans. As the environment has changed dramatically during the decade of the 1980s, so to have the general perception of marketing and its role, value, and meaning to the health care organization.
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On the argument about health care policy in the United States in discussed in1960s and 1970s there was no system of care. Brown, (1992) further states that part of this argument stressed the waste and inefficiency overall in a situation which includes many competing models of care. Since then the nons-ystem and competing systems were a vital critique for the US system twenty years ago. Based on the free market economic theory, this argument included competition in the provision of any good or service being pivotal in keeping the price of the cost of that service reasonable. It is now different from thirty years ago because most experts and business people are concerned with costs of health and its impact on the overall competitiveness of American industry and products in a global economy.
Advertisements have made people take prescription drugs. They have had the potential to create n artificial demand. People acquire drugs from any shop any time today. They also have the basic knowledge of how they can use most of the drugs.
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Marketing Ethics in Healthcare: What Every Organization Should Know
In today's changing world of healthcare, some form of marketing is almost a requirement. Gone are the days when patients chose the closest hospital or practice. And gone are the days when physician referrals guaranteed appointments.
Still, we occasionally hear concerns about marketing ethics in healthcare, especially as organizations are just starting out. Let's take a look at where that thinking comes from—and how ethical healthcare marketing can actually make a difference in a patient's life.
Related: 10 Biggest Myths of Healthcare Marketing: Don’t Sabotage Your Organization!
A Brief History of Advertising and Marketing Ethics in Healthcare
So where does the notion of marketing healthcare as unethical originate? It all started way back in 1847. The American Medical Association unveiled its first code of marketing ethics, which states:
“It is derogatory to the dignity of the profession, to resort to public advertisements or private cards or handbills, inviting the attention of individuals affected with particular diseases; publicly offering advice and medicine to the poor gratis, or promising radical cures or to publish cases and operations in the daily prints or suffer such publications to be made; to invite laymen to be present at operations; to boast of cures and remedies; to adduce certificates of skill and success; or to perform any other similar acts. These are the ordinary practices of empirics, and are highly reprehensible in a regular physician.”
Of course, at the time, snake oil salesmen were touting their “miracle cures,” misleading the public with homemade potions and zero basis in medicine. The AMA aimed to disassociate true physicians from these uneducated quacks as much as possible.
No outright ban on marketing was made, though, until 1947. At this time, the AMA faced issues with physicians unethically promoting certain pharmaceutical and everyday products—including cigarettes. The AMA lifted some restrictions in 1957 to allow for "softer" tactics such as networking and physician referral building .
Why Ethical Standards in Healthcare Shifted
Healthcare marketing faced major obstacles as the business of healthcare shifted in the 1970s. No longer were patients primarily physician referred; they began to choose healthcare based on preferences. Public relations departments were common amongst large provider organizations and hospitals in the 1970s, as were informal promotions such as sponsored seminars and community events. Still, few organizations found ways to utilize marketing to gain recognition in their communities.
That is until 1980, when the Federal Trade Commission ruled that the AMA's ban effectively restricted trade in the medical field. Today, the marketing of pharmaceuticals is still tightly controlled, while physician boards continue to provide ethical standards for marketing hospitals and practices. However, it is much easier for healthcare organizations to establish themselves through the wide variety of traditional and digital marketing and advertising platforms available today.
Medicine Is a Profession—Healthcare Is a Business
Facebook. Google. Bing. Yahoo. Television. Radio. With so many options available for healthcare marketing today—and so many of your colleagues (and competitors) already taking advantage—fear of marketing ethics stands in the way of helping patients get the care they need.
Online search dominates the market when it comes to finding healthcare needs. For the most part, prospective patients will simply move on if they can't find your practice online. And unless your organization actively builds brand awareness (through online ads, mailers, etc.), you can rule out referrals altogether.
Patients will likely move on to another mode of treatment or another organization. And they may miss out on treatment altogether if healthcare options aren't presented at the right time. Assuming you offer great care, don't you owe it to your patients to help them stay educated and confident that your organization is the right choice?
Medicine is a profession. Healthcare is a business.
You’ve invested time and money into your organization. You deserve to be seen within the community you serve. And prospective patients deserve to know how to find the high standard of care you offer. Whether or not you are physician referred, patients will likely search for your organization first to feel confident you are the right choice for their healthcare needs. You owe it to yourself and your patients to provide accurate information and marketing that guides them to the best choice.
How to Ensure You’re Marketing Ethically
Still worried about ethically marketing your organization? Remember, you’re helping your community find the healthcare they need when they need it. That said, there are some specific guidelines recommended and/or enforced among most physician groups worldwide.
- Follow any and all marketing and advertising guidelines set forth by your medical boards. For example, some boards do not allow testimonials to be displayed on a website.
- Remain HIPAA compliant and cover all your legal bases when using actual patient information.
- Avoid superlatives like “best,” “most effective,” or anything you cannot prove.
- Do not use any wording that promises results you cannot consistently deliver.
- Don’t disparage other providers or claim that other fields of medicine or other doctors are inferior. Prove your value through your own expertise and skill.
These are just a few of the common guidelines we see and follow as our own marketing ethics. For more help ethically marketing your healthcare organization, contact a marketing strategist at Healthcare Success at 800-656-0907 .
Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.
Perhaps the biggest challenge in health care marketing is targeting. Channels like search engine advertising are relatively easy as you can target patients searching for conditions and treatments ...
Health Care Marketing Essay Satisfactory Essays 735 Words 3 Pages Open Document What is your general opinion on current health care marketing techniques and trends? Marketing in long-term care settings is a growing trend according to recent studies.
Healthcare Marketing Essay Example Type of paper: Essay Topic: Health, Health Care, Services, Business, Demand, Emphasis, Medicine, Nursing Pages: 2 Words: 450 Published: 11/30/2022 ORDER PAPER LIKE THIS Part 1 Describe how the healthcare industry has transitioned from an emphasis on "the sale" to an emphasis on long-term wellness and relationships
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Healthcare content marketing is a great method of attracting healthcare consumers, as it focuses on spreading valuable information to the consumer. By educating consumers about their health, customers can come to know what is important and why they should take care of their bodies and minds.
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This paper discusses how marketing in health care occurs. Health care centers have embraced brand-based marketing as an approach to creating awareness of their services. Branding entails positively standing out among competitors. Branding has to be powerful for the business to gain a reputation.
Free Healthcare Marketing Essay Sample. Healthcare marketing and HCO strategies. Healthcare marketing is a process that helps doctors and physicians bridge the gap between passion and profitability. It involves making healthcare as much profitable as it is humanitarian. Most medical practitioners work hard but get very little in return ...
Marketing and Health Care Systems Essay. The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). ...
Free Marketing in Health Care Essay Sample. ABSTRACT. Marketing is the act of making known to the public and consumers the services at your disposal that may be of beneficial importance to them. In the medical fraternity, marketing involves the act of availing information to the people of the various products and services offered.
The essay " Healthcare Marketing: Breast Cancer" critically analyzes the major peculiarities of Healthcare Marketing, mainly of the causes and treatment for breast cancer.... For the marketing of products and services about breast cancer, unique marketing strategies have been used....
Healthcare Marketing Essay Sample . Published: 2022-06-08 18:06:20 . Back to categories . Type of paper: Essay : Categories: Marketing Healthcare: Pages: 2: Wordcount: 458 words: 4 min read . 143 views . Free download. Loyal customers end up spending a significant amount of money to take care of their health. For this case, the healthcare ...
Health care providers must also use tools such as contests, free samples, and coupons to entice and attract customers to visit their facilities. This form of communication should go a long with the pull approach to minimize on the costs of marketing the products in the new market. However, the success of the push strategy will depend on the ...
Healthcare Marketing: The Effective Company's Performance and Competition Within the Industry The differences which can be determined in relation to food production marketing and health care marketing are affected by the challenges of the health care industry. The Problems in Healthcare Systems in Us and Effective Implementation of Improvements
Healthcare Marketing Words: 664 Length: 2 Pages Document Type: Essay Paper #: 92687976 Read Full Paper Healthcare Marketing The purpose of marketing is to identify the needs of consumers, determine the target markets as well as, applying products and services to serve these markets.
Healthcare marketing is all about building relationships within the community, building trust, displaying expertise and, eventually, gaining new patients. In healthcare marketing, you need to identify the needs of your patients as well as the needs of the surrounding community.
Although marketing has not easily found its place and role in the healthcare industry [19,25, 26], recent specialty literature seems to indicate unanimity on the growing importance and benefits...
Healthcare Marketing. , , , Download. Views 245. An orthopedic group practice has decided to develop a pediatric sports medicine program. Identify potential target markets for this new service. At the core of the marketing program is the target market, the group of customers whom the organization wishes to attract (Berkowitz, 2011).
Healthcare Marketing Manual: A Comprehensive Guide to Digital Strategies, Trends and Ideas. Posted on July 25, 2019 in Oneupweb's Instagram, Resources, White Papers & Guides. Healthcare is a very special business. Walking or rolling a wheelchair into an ER, dentist's office or surgery center is certainly much more profound than walking into a ...
Finally, it is vital to assess the influence of these techniques on medical workers because they may be both positive and negative. Our experts can deliver a Health Care Marketing Reflection essay. tailored to your instructions. for only $13.00 $11.05/page. 308 qualified specialists online.
Today total U.S. health care spending tops 662 billion dollars. The health care budget is actually sky rocketing. Kronenfeld, explains that within the context of these changing environments, health care organizations must function and implement their marketing plans. As the environment has changed dramatically during the decade of the 1980s, so ...
Capital Healthcare Strategic Marketing Plan. Executive Summary A marketing plan is a comprehensive company strategy created specifically with measurable goals and deadlines. You need a solid system for the marketing strategy to be implemented successfully. The track record and experience of a firm, as well as details on prior advancements and ...
These are just a few of the common guidelines we see and follow as our own marketing ethics. For more help ethically marketing your healthcare organization, contact a marketing strategist at Healthcare Success at 800-656-0907. Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge ...