...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 facility...
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...Health Care Marketing Reflection Christine Cazares HCS/539 April 4, 2016 Andrea Linder Health Care Marketing Reflection In recent years, hospitals have relied on marketing strategies through newspapers, letters, or television. Currently, the new word of mouth is social media on how organizations such as hospitals, spread the word. This paper will examine the current health care marketing techniques used for social media. Included in this will be how the marketing is used, the author's opinion on the marketing techniques for social media, how social media affects the consumers, and if social media within healthcare as a positive or negative effect. Health Care Marketing Techniques and Trends Marketing is using social media as an outlet for word of mouth. By using social media conversations are not face to face, they are now one too many. Which is beneficial to many organizations. People are trying to take their health serious now and receiving information from online platforms and referrals by others. Social media is used to promote referrals and improve health care to current and future consumers. Promoting health care through social media can be done through many different pages and websites for potential patients and present ones. Consumers are modernized these days and have become tech savvy and want to know more about their health and future health needs. Customers are searching the web for information on health care before making...
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...externally. Without effective communication, an organization can fail in so many ways. There are many ways an individual can fail in communicating with other staff members. Teamwork plays a major role in effective communication. In this paper I will discuss an organization model and different techniques used to help become successful (Buchbinder, 2012). Effective Teamwork Effective teamwork is very important in organizations. One great way to help with communication is working in teams with different ethnicities and nationality. A team must be able to work together effectively to achieve goals and purposes. In healthcare, teamwork is required to perform great quality care. Even physicians must practice teamwork, because they rely on their nurses to help deliver care. There is no physician known that can run a practice alone without the help of others. In teamwork, one must be able to lead, be committed, and understand the aspects of the job. By performing these methods, the team members can learn how to achieve higher level goals and deliver member satisfaction. There can be the best outcome ever when pulling together as one in an organization. This organizational model best describes my current organization because we are known to work together as one to get the job done. Share Knowledge There are many ways my organization share knowledge and forms different solutions that involve the staff, even if a problem existed. The organization ensures that...
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...CASE STUDIES NIKE MAYO CLINIC CASE STUDY: NIKE Q1. Nike would like to increase its share of the athletic shoe market. Define the management decision problem. Ans 1. The management decision problems are: What should Nike do to increase its share of the athletic shoe market? Q2. Define an appropriate marketing research problem corresponding to the management decision problem you have identified. Ans 2. Market Research Problems are: 1. Which market to focus more (soccer, golf or any other) 2. How to maintain its brand equity 3. How to change the perception among the consumer about its image of being a smaller innovative company. 4. What demographic, psychographic, and product usage characteristics differentiate Nike loyalists from consumers loyal to other brands Q3. Develop a graphical model explaining consumers’ selection of a brand of athletic shoes. Ans 3. 1. Deciding kind of athletic shoe. 2. Compare different brands for comfort, design and price. Choose the best brand according to above criteria. Q4. How can qualitative research be used to strengthen Nike’s image? Which qualitative research technique(s) should be used and why? Ans 4: Focus groups with consumers in the target market would be very helpful to identify the salient image characteristics and the general perceptions of Nike’s image. Depth interviews with top athletes would be useful to identify how athletes define performance in sport shoes and what emotions...
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...founded in 1905 as a ten-bed sanatorium located in a fifteen-room home in downtown Atlanta. Founded by Drs. Ludwig Amster and Floyd W. McRae Sr., the sanatorium was chartered to provide the most modern medical care available in a comfortable, homelike setting. The hospital remained in this location until the late1950s, when it moved to its current location. It has continually grown over the year (Community Health Needs Assessment and Implementation Plan). Piedmont Healthcare is a private not-for-profit hospital located in Atlanta, Georgia. Piedmont Healthcare has many locations around the Atlanta area. The locations consist of Piedmont Fayette, Piedmont Henry, Piedmont Mountainside, Piedmont Newnan, and Piedmont Newton. It as a 488 bed patient care facility. The main facility is located in Buckhead, staffed with more than 1,000 experienced physicians and 4,000 healthcare professionals. Piedmont Healthcare provides a 24-hour emergency facility along with medical, surgical, diagnostic care. Services include but not limited to, heart care, cancer care, transplant medicine, orthopedic care, neurology services, and women’s care. Piedmont Healthcare combines a personalized approach with innovative technologies to deliver treatments that set a new standard for excellence in care, including a cancer center that offers complete therapy, disease management, prevention and wellness. This facility is active in research and development of advanced treatments and procedures aimed at delivering...
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...Running head: Case Study 1 Revitalizing a Brand Strayer University Current Marketing and Brand Position Plaza Home Health Services was established a year ago by nurses Jennifer and Nancy. Despite its hurried opening and poor logo it has generated revenue and made its presence known well between the current competitors. Despite this initial success Plaza Home Health needs to reinvigorate their identity to establish themselves successfully in the current marketplace. It is thus extremely important for them to analyze the current marketplace and to determine products needed and develop techniques to strategize and promote the products offered. Any new product is associated with risk but since Jennifer and Nancy have already opened this new Health services center they have stepped further into the market. Now that they have already established a service they need to target it to the appropriate audience. The success in marketplace is associated with skillfully promoting its services and products to retain old and attract new customers (Fortenberry, J. (2010). The total product concept by Theodore can help to maintain services that meet and exceed customer’s expectations. 1) The Generic Product- This is the basic service that is provided to the customers. Plaza Home Health Services offers home health service. This basic services is difficult to distinguish from competitors. 2) Expected product- At this level products and services need branding and certain other...
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...Table of Contents Introduction 2 Assumptions 3 Data Availability 3 Overnight processing window 3 Business sponsor 4 Source system knowledge 4 Significance 5 Data warehouse 6 ETL: (Extract, Transform, Load) 6 Data Mining 6 Data Mining Techniques 7 Data Warehousing 8 Data Mining 8 Technology in Health Care 9 Diseases Analysis 9 Treatment strategies 9 Healthcare Resource Management 10 Customer Relationship Management 10 Recommended Solution 11 Corporate Solution 11 Technological Solution 11 Justification and Conclusion 12 References 14 Health Authority Data (Appendix A) 16 Data Warehousing Implementation (Appendix B) 19 Data Mining Implementation (Appendix B) 22 Technological Scenarios in Health Authorities (Appendix C) 26 Technology Tools 27 Data Management Technology Introduction The amount of information offered to us is literally astonishing, and the worthiness of data as an organizational asset is widely acknowledged. Nonetheless the failure to manage this enormous amount of data, and to swiftly acquire the information that is relevant to any particular question, as the volume of information rises, demonstrates to be a distraction and a liability, rather than an asset. This paradox energies the need for increasingly powerful and flexible data management systems. To achieve efficiency and a great level of productivity out of large and complex datasets, operators need have tools that streamline the tasks of managing...
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...Issues Case 1: Carilion Clinic February 25, 2015 Case 1: Carilion Clinic Author: Alexandra Piriz and Kurt Darr Summary The Carilion Clinic has grown significantly in just over a decade, which is shown by organization’s net operating revenue of over $1.2 billion. Under the leadership of new CEO, Edward Murphy, M.D., the efforts of a mid-Atlantic acute-care hospital system to develop a vertically integrated clinic health system result in allegations of antitrust, excessive healthcare costs, disruption of physician referral patterns, and use of harsh collection practices, all of which cause a negative reaction in the community. Also, Dr. Murphy’s efforts to become a comprehensive vertically integrated system have continued: establishment of a medical school partnership, expansion of its facilities, and increase in number of salaried physicians by purchasing private practices. Dr. Murphy asserts that the business plan of Carilion Clinic will moderate the effects of the “broken” U.S. healthcare system by integrating services that range from primary care to comprehensive cancer treatments and remission monitoring. In 19th century, the antitrust division of the U.S. Department of Justice sought to block the merger of two medium-sized community hospitals, foreshadowing other, somewhat questionable trade practices in the Shenandoah Valley. Carilion Clinic is a major employer in Roanoke, Virginia, but members of the community base expressed serious concerns about its methods...
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...The Pharma Innovation Journal 2014; 3(7): 08-12 ISSN: 2277- 7695 TPI 2014; 3(7): 08-12 © 2013 TPI www.thepharmajournal.com Received: 14-08-2014 Accepted: 28-08-2014 Rizwan Raheem Ahmed Professor, Department of Business Administration & Commerce Indus University, Pakistan Pharmaceutical marketing mix strategy and physician’s prescription behavior Rizwan Raheem Ahmed ABSTRACT Purpose: This research paper gives an insight about the processes used by local and MNCs pharmaceutical companies in Pakistan.The purpose of our research is to examine that what factors affect physician prescription behavior based on ethical grounds. Methodology: This research focuses on the strategies and marketing tools used by pharmaceutical companies in Pakistan, and how Physicians behave against all these marketing strategies in terms of Prescription patterns. The questionnaire survey method is used for data collection and SPSS is used for Correlation and Regression techniques for the understanding of Physician’s prescription behaviour. Findings: The data analysis figuring out the correlation of these variables with the subject of the study i.e. factors influencing the prescribing behavior of the physician. The data shows the significance level of individual independent variable as Promotional tools. According to the results of Multiple Regressions Analysis (MRA) the researchers can conclude that independent variables have significant relationship with dependent variable. Therefore other all hypotheses...
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...Applications in Healthcare Hian Chye Koh and Gerald Tan A B S T R A C T Data mining has been used intensively and extensively by many organizations. In healthcare, data mining is becoming increasingly popular, if not increasingly essential. Data mining applications can greatly benefit all parties involved in the healthcare industry. For example, data mining can help healthcare insurers detect fraud and abuse, healthcare organizations make customer relationship management decisions, physicians identify effective treatments and best practices, and patients receive better and more affordable healthcare services. The huge amounts of data generated by healthcare transactions are too complex and voluminous to be processed and analyzed by traditional methods. Data mining provides the methodology and technology to transform these mounds of data into useful information for decision making. This article explores data mining applications in healthcare. In particular, it discusses data mining and its applications within healthcare in major areas such as the evaluation of treatment effectiveness, management of healthcare, customer relationship management, and the detection of fraud and abuse. It also gives an illustrative example of a healthcare data mining application involving the identification of risk factors associated with the onset of diabetes. Finally, the article highlights the limitations of data mining and discusses some future directions. K E Y W O R D S ■ ■ Healthcare management...
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...Claudia M. Loayza HCS/325 HealthCare Management September 3, 2012 Eleanor Milo Effective Communication Health Care organizations help people in need of health care gain access to it at minimal costs to different organizations. These organizations offer economic incentives for physicians and patients to select forms of treatment and care that have lower costs while still maintaining quality of care. By incentivizing this type of behavior, health care organizations broaden the availability of basic medical necessities. Today health care organizations are experiences different changes in the workplace. Employees are expected to assume an increase of workload delegated by the intent of work process evaluation. Since its inception in 1953, Memorial Healthcare System has been a leader in providing high-quality health care services to South Florida residents. Today, it is the fifth-largest public health care system in the nation and highly regarded for its exceptional patient- and family-centered care. Memorial's patient, physician and employee satisfaction rates are some of the most admired in the country, and the system is recognized as a national leader in quality health care. Memorial Healthcare System provides safe, quality, cost-effective, patient- and family-centered care, regardless of one's ability to pay, with the goal of improving the health of the community it serves. Through more integrated relationships with physicians, Memorial Healthcare System will deliver patient-...
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...Marketing Research and Segmentation Cliff Beard HCS/539 May 19, 2014 Andrea Linder Description of Facility Stormont Vail HealthCare has been providing medical treatment to the people of Topeka and the surrounding areas since 1884. The programs and services that are provided by Stormont Vail and state of the art and revolutionizing the medical field and helping all patients no matter their ailments in the community. The main hospital located in Topeka offers 157 private rooms, which each have an acute bed for the patient and is staffed with medical personnel that are certified and trained to provide a various services that range from birthing to end of life personal. With a hospital located in the middle of Topeka, nobody is more then 5 minutes away from medical attention. With Stormont Vail having satellite offices and emergency care facilities throughout a 50 mile radius, Stormont Vail is able to help the rural communities with their medical needs and still be close enough to rush a patient to the main hospital if they need it without much travel time in between. Lifestyle Profile in the Neighborhood After doing thorough research and pulling information from the two databases of Prizm and Vals the lifestyle profile of the residents of Topeka and the surrounding area was created. The profile is a look at the biggest percentage of the residents of the 66606 neighborhood, which is where the hospital is located in according to the two bases. The wealthier...
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...research design such that the selected people for interviews (or whatever research methodology used) are completely representative of the consumers targeted for the product/service and a biased outcome is the result. Our lessons for this week indicate that there is no optimal research design and instead, a good marketing researcher understands that there is more than one way to tackle a problem and the ability to make the right choice comes with experience. This experience enables the researcher to construct creative research designs that can solve marketing problems more effectively. It is also true that some customers do not have the foresight or may be unwilling to share some information or experiences about a product or service for personal reasons. Sometimes the survey research technique may be the obstacle to appropriate responses like if there is a problem with the wording of the questions where “leading”, “ambiguous” , “unanswerable”, or “non-exhaustive” questions may create problems with the research outcome. Another consideration, especially common for radically or completely disruptive innovations is that the innovations is several years ahead of the current generation of customers and in addition, the entrepreneur and his invention have to fight the entrenched, powerful and...
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...Nightingale Executive Summary Western Governor’s University Nightingale Executive Summary Nightingale Community Hospital is a 180 bed hospital that provides acute care and a range of services to their community. Nightingale has four core values that consist of safety, community, teamwork, and accountability. Communication is a key concept in achieving and defining those values. According to the National Patient Safety Goal Data in regards to communication for Nightingale Community Hospital there is not consistency and goals are not being met for the following: reporting critical results within 60 minutes as evidenced by documentation, verbal orders/read-backs, unacceptable abbreviations, and time out hospital wide. Critical Results Within 60 Minutes Nightingale Hospital has showed variations in compliance with reporting critical results within 60 minutes for the months of January through December. Compliance went from 63% in January to 80% in December. In between this time there have been significant variances. As noted there from the data there was only 56% and 57% compliance for the months of June and July. Reporting of Critical Results with 60 minutes should be at 100% compliance. Verbal Orders/Read-Backs The ED met 100% compliance with verbal order/read-back audits for the fiscal year to date. Ortho is at 62% compliance. The other departments at Nightingale Hospital are ranging from 91% to 99%. For JCAHO standards the departments should be at 100%. ...
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...Journal of Management and Marketing Research Hospital management reform: a step to healthcare reform R. Peter Heine Stetson University E. Nick Maddox Stetson University Abstract Recent intensive dialogue and debate regarding healthcare reform has led provider administrators to renew their search for “best practices” around the country. Many organizations, particularly hospitals, because of their complexity, are seeking new paradigms that will improve their efficiency and effectiveness regardless of the outcome of the current reform debate. This paper suggest that implementing an organizational change model, specifically, socio-technical systems design, can lead to more teamwork, communications and improved patient service delivery in all areas of hospital operations. Within the STS frame, staff records detailed steps or unit operations in their patient care processes, and then engage physicians in determining what could go wrong in each of these unit operations. Finally, changing what happens or improving the way these steps happen can become a team effort involving both social (people) and technical solutions. The authors acknowledge the extreme difficulty of changing the dominant physicianfocused culture which would be the result of such a successful OD intervention. Keywords: hospital management, healthcare reform Hospital management reform, Page 1 Journal of Management and Marketing Research Introduction The healthcare industry is the subject of intense debate. Forces...
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