Module 11 Marketing Healthcare

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STUDENT HANDBOOK (PGDHHM)

Post Graduate Diploma in Hospital & Healthcare Management

2nd Set of Assignments (Modules 6 to 11)

Module 11

Marketing Healthcare

Total: 100 Marks

Answer the following questions. Each question carries 20 marks.

Question. 1. You plan to setup a large hospital of 200 beds in a Pune city. How will you promote your hospital? What promotional tools will you use?

Answer: Effective marketing can help hospitals stand out, boosting their image and patient volume, so here are four ways hospital marketers can find the sweet spot between healthy competition and ads that cross the line:

1. Beware of false advertising: With a fine line between puffery and false advertising, hospitals should carefully review advertisements to make sure they won't cause patients or their families to expect more than what the hospital is or can offer. False

Question. 2. Explain in brief market research process.

Answer: Marketing research process is a set of six steps which defines the tasks to be accomplished in conducting a marketing research study. These include problem definition, developing an approach to problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.

Stages of marketing research process

Step 1: Problem Definition

The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research,

Question. 3. Explain in brief the factors affecting pricing.

Answer: The influencing factors for a price decision can be divided into two groups:

(A) Internal Factors and

(B) External Factors.

(A) Internal Factors:

1. Organisational Factors: Pricing decisions occur on two levels in the organisation. Over-all price strategy is dealt with by top executives. They determine the basic ranges that the product falls into in terms of market segments. The actual mechanics of pricing are dealt with at lower levels in the firm and focus on individual product strategies. Usually, some combination of production and marketing specialists are involved in choosing the price

Question. 4. Describe different types of marketing environment.

Answer: Marketing environment is one of the important terms of marketing management. It is external to marketing management and is uncontrollable and ever changing. It consists of

·       Intra-organizational environment

·       Micro environment

·       Macro environment

·       Global environment

Successful companies know the importance of

Question. 5. Write short notes on :

a. Code of ethics for healthcare services organization.

Answer: Healthcare Quality Professionals are defined by a standard of conduct deep-rooted in commitment, confidentiality, and relationships. Committed to performance improvement and maintaining integrity, the Healthcare Quality Professional recognizes personal accountability and moral obligation to all customers served—clients, employees, employers, members of the healthcare team, physicians, organizations, and the public.

Healthcare Quality Professionals promote the

b. Marketing Orientation.

Answer: Marketing orientation is a business model that focuses on delivering products designed according to customer desires, needs, and requirements, in addition to product functionality and production efficiency (i.e., production orientation). As stated by Bernard J. Jaworski and Ajay K. Kohli in the "Journal of Marketing", marketing orientation is the, "The organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments and organization wide responsiveness to it. "

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

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or

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