Marketing
for Health Care (CSC 211 3.0Cr)
Health Services
Course Description
Every aspect of health care marketing has
been severely impacted by managed care and
economic forces over the last decade. In both
the not-for-profit and for-profit arenas,
hospitals, health care systems, medical groups,
and payers have to be "smart” marketers.
Regulatory restrictions, financial pressures,
and fierce competition are issues health care
marketers must confront while trying to market
and promote services and programs. Health
care marketers no longer have the luxury of
a large budget to market elaborate stand-alone
programs and services or tout their respective
organization's image.
This
course focuses on aligning health service
offerings with the demands of markets in
order to maximize customer/client value
and organizational competitive advantage.
Course components include: the nature of
the marketing function; differences in services
and product markets and marketing; market
analysis; fundamentals of individual and
organizational buying behavior; elements
of the tactical marketing mix (service offering
design, price, promotion and customer acquisition
channels); and marketing plans.
Learning
Objectives
After completing this course, students will
be able to:
•
Anticipate and predict how health care marketing
will change with the current restructuring
of the industry
• Assess a specific consumer population
for buyer behavior and market segmentation
• Analyze a health care product or
service in regards to the four Ps - product,
price, place, and promotion
• Perform research within a given
market to assess the marketability of a
product or service
• Create strategies to partner with
internal and external functions to promote
a health care product or service
• Evaluate marketing programs and
strategies in terms of legal and ethical
appropriateness
Breadth
of Assignments
This course utilizes a variety of assignment
types in exploring the topics of Health
Care Marketing including reading assignments,
both online and textbook based, e-Lectures,
individual assignments involving internet
research and case studies of Middleboro,
an online simulated community, journal and
essay writing assignments, peer evaluations,
graded exams, and group projects involving
discussion board questions and thought collaboration.
Required
Resources
Berkowitz, Eric N. (2003). Essentials of
Health Care Marketing. Gaithersburg, Maryland:
Aspen Publishers. ISBN: 0-76373-268-0
Marketing
for Health Care
Health Services
Module/Topics
Module
1: The Marketing Process
• Current state of health care marketing
• Marketing presence and strategies
of health care organizations
• Assessment of market position using
techniques such as SWOT analysis or BCG
matrix
• Impact of the Internet on health
care delivery systems
Module
2: Understanding the Consumer
• Market research strategy for a product
or service in a given community
• Targeting the appropriate market
for a new product or service in a given
community
• Consumer buying behavior required
for a given program to gain customer acceptance
Module
3: The Marketing Mix
• Marketing strategy for a health
care organization
• Promotional campaign for a product
or service in a health care organization
Module
4: Marketing Research
• Conducting market research for proposed
product or service in Team Marketing Project
• Investigating outside agencies that
conduct market research for health care
organizations
Module
5: Marketing Strategy
• Exploring the various marketing
strategies used for existing products and
services in the health care market
• Evaluating the market strategies
and marketing plans for proposed products
and services in the health care industry
• Evaluating the feasibility of proposed
health care products and services
Module
6: Marketing Ethics
• Creating a personal code of ethics
• Investigating nationally published
materials on marketing ethics
• Current legislation concerning health
care marketing
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