02 Oct Health Care Marketing and Management

Final Examination

Health Care Marketing and Management

Fall 2022

Please provide a short discussion for the following questions below. There may be several questions that make up each of the following topics. Please cite the sources of information used. Remember all of these questions can be answered from video lectures and the textbook required for the course. Each question will count 10% of the total 100 points for the examination.

1. Consumers apply different models during health care decision-making for products and services based on psychological variables such as attitude, perceptions and feelings. Several theoretical models were presented that guide the decision process. Provide a comprehensive answer to the following. Remember to explain the various models as part of your answer and provide at least one example. See Week 2 Videos 5 and 6.

a) How does Hertzberg’s Model fit into health care decision-making?

b) How do individual perceptions impact health care decision-making?

c) How does individual learning affect health care decision-making?

d) How does memory play a role in the health care decision-making process?

e) What is the patient decision process?

2. Assume you are a category manager in the merchandising department at one of the largest retail pharmacy chains. You are charged to source products and negotiate the “cold and flu” space on the shelf. Describe the steps involved in making key decisions based on the discussion of organizational buying behavior. Week 3 Video 1 offers help.

3. You are a VP for a medical device company selling orthopedic implants. Describe in detail Porter’s 5 Forces Model and apply the model to your orthopedic implants business. Week 3 Video 6 may help.

4. In considering market segmentation, normally health care administrators consider several types of variables (used to profile or divide the market into homogenous groups). First, why is market segmentation important?  Second, the lecture materials in Week 4 outlined 4 types of segmentation variables for healthcare services that could be used.  Discuss each variable and provide examples. Third, how do we segment organizations in health care? Week 4 Videos 1 through 3 may offer insights.

5. You are an administrator over a home health agency. Discuss the defensive competitive strategies outline in Week 4 that could be used against a large home health agency chain desiring to move into your market. Week 4 Videos 5 and 6 are helpful.

6. You have an idea for a new overhead lighting device used during abdominal surgeries. Discuss in detail the 8 steps taken to launch the new device? Let’s assume the device will not need FDA approval. Week 4 Video 10 opens up new insights.

7. How would you undergo demand determination for a new orthopedic implant that would be used by orthopedic surgeons? Week 5 Video 2 might assist.

8. What are the key considerations used for “channel design” decisions for a just-in-time pharmacy vendor arrangement? Week 5 Video 10 could help with this decision.

9. Discuss in detail the concept of “integrated marketing” approach for selling health care service. Week 6 Videos 1 to 6 are useful.

10. How would you put together a project implement plan for the roll-out of new EHR system in a hospital? See Week 7 videos