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Chapter one questions
1:Several prerequisites are necessary for marketing to oc
Chapter one questions
1:Several prerequisites are necessary for marketing to occur. Identify each prerequisite in the following examples: (a) a medical group offering an after-hours telemedicine service for primary care, (b) a consumer seeking physical therapy, (c) a company choosing health coverage for its employees
4:In developing the new pediatric sports-medicine program, what uncontrollable environmental factors should be considered? This group practices in a large metropolitan area. There are two large healthcare systems that in recent years have begun to employ their own physicians in a large practice.
5:A major concern for many physicians is the belief that marketing “creates” needs. Explain the complexity of this issue. Assume you have been invited to a conference and will participate in a debate on this subject. The session chair has not told you which side of the debate you will be presenting. Prepare each side of the argument.
7:Explain the differences among existing customers, target markets, and stakeholders for an acute care county hospital. That hospital has historically taken care of those individuals who are less well insured or socioeconomically disadvantaged. The clinical staff is highly qualified and committed to the mission of the institution. In recent years, the hospital has found that county support for its budget has decidedly decreased. In light of your description of the target market, existing customers, and stakeholders, how might this factor into a marketing director’s concerns in light of budget realities and the need to attract a well-insured patient population?
Chapter 2 question
2:For several years, the Steig Medical Group had been a successful primary care practice of three physicians. In recent years, the state in which it practiced became more receptive to opening the regulations to advanced practice nurses for providing primary care services to the limit of the license without direct supervision and to even have pharmacists perform limited diagnosis, order lab tests of certain types, and provide consults under some relationship with a physician. These pharmacists could also refer. The local Walgreens and the three CVS locations in town had also opened Minute Clinics staffed with nurse practitioners. The Steig group just recently offered weekend hours on Saturday and had walk-in hours from 7:30 a.m. until 8:15 a.m. on Tuesday and Thursday mornings. The practice closed Monday through Thursday at 5 p.m. and Friday at 3:30 p.m. Over lunch, the three doctors, all close friends who went through medical training together, decided to meet on a Sunday morning. One of them had recently completed a master’s of business administration at the local business school. “I think we should do a SWOT analysis of the practice,” he said, I think we now have real competition from when we started 10 years ago. The nurse practitioner practice is now open three nights a week and is opening Saturday and Sunday morning. The Minute Clinics are also there. Let’s step back. Our practice is busy. We were voted best primary care group last year in Midtown magazine, but how long will that help? We have all been here in the community, we have talked about hiring, but is it enough? What else should we be doing? Conduct a SWOT analysis for the Steig group.”
3:Describe the possible barriers to entry and exit for (a) a group of nurse practitioners who specialize in primary care and want to establish their own independent office to care for patients with primary care medical needs, (b) a pharmaceutical company considering offering a new drug for the treatment of renal disease, and (c) an entrepreneur wanting to establish a mobile physician consult service for minor medical problems.
5: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?
Chapter 3 question
2: Three bins of cost were identified for healthcare technological innovations relative to their benefits. Consider the following innovations and place them in one of the three bins that were described in this chapter and provide your rationale for why you would indicate the location is the appropriate designation.
KardiaMobile by AliveCor (https://store.alivecor.com/)—a personal EKG monitor with cloud storage.
Personalized precision medicine (PPI).
K-Health (https://www.khealth.ai/), primary care digital app
5: The U.S. Justice Department settled a case involving ClassiCare Network, a joint venture of eight Long Island hospitals. The joint venture was to act as the “exclusive bargaining agent” in negotiations with all HMOs regarding hospital discounts. The agreement reached with the hospitals barred this arrangement. On what grounds and rules was the justice department action based?
7:Demographic trends suggest that a large number of baby boomers are on the verge of retiring. The Bay Area Medical Practice is meeting to focus on its next five-year strategic plan. It has performed a patient analysis and has determined that baby boomers make up 40% of its patient base. From an operational perspective, how might the group respond to this in terms of the four P’s of marketing strategy?
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