Tag: Healthcare marketing

The issue presented in this case is a serious and difficult issue from a religious, moral and health care perspective. There are significant wait times for organs in several important areas to maintain bodily functions for people in the U.S. In addition to the established procedures that have been used to harvest organs, sadly there has been a black market that has also occurred for organ harvesting. Within the medical profession some have questioned whether individuals should be paid to donate and whether this might, with appropriate regulations, lead to greater pools for donated organs and the reduction of wait times in needed areas. The challenge then is to determine some of the ethical perspectives around this issue.

Discuss both the pros and cons of “pay-for-parts”.

watch the videos to be able to analyze the case through a PPT.

This case focuses on how the academic medical center wants to ensure tht whatever they invest in from the perspective of their advertising dollars they will know what the metrics are and thus measure the results. Engagement is a major focus for the institutions. Items to discuss include:

Click through rates
“likes” and “followers”
Volume
Share of voice
Engagement
ROI
Instructions:

The Case Analysis in PPT format must follow the following guidelines:

You must give a quality analysis of the case based on the key terms showing mastery, using clear logic, and supporting facts. Also, the analysis must directly address the case using chapter readings and research (in speakers’ notes of the slides).
Case Analyses test the understanding of key elements of Healthcare Marketing, therefore, they must be thoroughly addressed.

watch the videos to be able to analyze the case through a PPT.

This case focuses on how the academic medical center wants to ensure tht whatever they invest in from the perspective of their advertising dollars they will know what the metrics are and thus measure the results. Engagement is a major focus for the institutions. Items to discuss include:

Click through rates
“likes” and “followers”
Volume
Share of voice
Engagement
ROI
Instructions:

The Case Analysis in PPT format must follow the following guidelines:

You must give a quality analysis of the case based on the key terms showing mastery, using clear logic, and supporting facts. Also, the analysis must directly address the case using chapter readings and research (in speakers’ notes of the slides).
Case Analyses test the understanding of key elements of Healthcare Marketing, therefore, they must be thoroughly addressed.

At a recent strategic planning retreat of a 40-person multispecialty group, the administrator made a presentation that focused on the coming year’s plans to establish the organization’s first two primary care satellites, which would be located in two of the community’s grouping suburbs. These satellites would require hiring four family practitioners and other support staff. The group also planned to offer primary care appointments by tele-consultant. This service would be promoted on the group’s website as well as on radio ads and billboards throughout the state. When the administrator finished her presentation, one of the most senior physicians stood up and said, “This is a foolish expenditure. We’re so busy now in the group, we can’t even see another patient. Our revenue was up 14% according to the previous financial presentation we heard. There is no reason to change what we’re doing.” How might you respond to this physician?
After several years of spending many dollars on increasing the healthcare system’s traditional advertising media, the hospital has begun to shift to a digital presence. As the chief medical officer, you had budgeted dollars over the past sic months to Pinterest, Facebook, and several blogs. The CEO was supportive of the effort and trusted your approach.
On a recent early Wednesday morning, the CEO called you into his office and told you about a problem he faced the night before when he attended a medical staff meeting. “Prior to going to the meeting, I happened to check our hospital’s Facebook page and noticed we had over 8.000 Followers and a larger number of ‘likes.’ I was impressed with the numbers in both groups,” he said. “We have only been on Facebook for seven months. I mentioned it last night at the meeting.” You listened and wondered what the problem was because the CEO seemed somewhat upset. Dr. Norton, the young gastroenterologist on our staff, said “What is the point? Followers don’t matter. Why spend money on that stuff when we could use another assistant in the endoscopy unit. “I have to tell you, ” said the CEO, “The meeting quickly degenerated into why we are spending money on Facebook, YouTube, and all the other marketing stuff we do. I know it helps, but you need to come up with a plan to present to the medical staff and show it matters and how we measure these dollars or plan to at least.”

Come up with a discussion of the metrics discussion for the medical staff in five to six sample PowerPoint slides.

At a recent strategic planning retreat of a 40-person multispecialty group, the administrator made a presentation that focused on the coming year’s plans to establish the organization’s first two primary care satellites, which would be located in two of the community’s grouping suburbs. These satellites would require hiring four family practitioners and other support staff. The group also planned to offer primary care appointments by tele-consultant. This service would be promoted on the group’s website as well as on radio ads and billboards throughout the state. When the administrator finished her presentation, one of the most senior physicians stood up and said, “This is a foolish expenditure. We’re so busy now in the group, we can’t even see another patient. Our revenue was up 14% according to the previous financial presentation we heard. There is no reason to change what we’re doing.” How might you respond to this physician?
After several years of spending many dollars on increasing the healthcare system’s traditional advertising media, the hospital has begun to shift to a digital presence. As the chief medical officer, you had budgeted dollars over the past sic months to Pinterest, Facebook, and several blogs. The CEO was supportive of the effort and trusted your approach.
On a recent early Wednesday morning, the CEO called you into his office and told you about a problem he faced the night before when he attended a medical staff meeting. “Prior to going to the meeting, I happened to check our hospital’s Facebook page and noticed we had over 8.000 Followers and a larger number of ‘likes.’ I was impressed with the numbers in both groups,” he said. “We have only been on Facebook for seven months. I mentioned it last night at the meeting.” You listened and wondered what the problem was because the CEO seemed somewhat upset. Dr. Norton, the young gastroenterologist on our staff, said “What is the point? Followers don’t matter. Why spend money on that stuff when we could use another assistant in the endoscopy unit. “I have to tell you, ” said the CEO, “The meeting quickly degenerated into why we are spending money on Facebook, YouTube, and all the other marketing stuff we do. I know it helps, but you need to come up with a plan to present to the medical staff and show it matters and how we measure these dollars or plan to at least.”

Come up with a discussion of the metrics discussion for the medical staff in five to six sample PowerPoint slides.

This discussion is multifaceted: You will introduce yourself and start to explore important ideas in healthcare marketing, such as target audiences and effective strategies to reach those markets.

To begin, review the module resources, and reflect on a time when you were the target of a healthcare organization’s marketing efforts. This could be a print, online (social media), or radio advertisement, a TV commercial, or even a billboard.

Then, in an initial thread, introduce yourself and share your experience as a target for healthcare marketing. You can use the explanation of the experience as a way to introduce yourself and why you are taking this course. Be sure to consider these questions in your initial thread:

Do you believe the marketing effort used was appropriate for your particular demographics as the target audience? Why or why not?
What recommendations would you make to improve the messaging/communication strategies of the marketing effort/advertisement?