I Dont Have A Paper

1194 words - 5 pages

Chapter 6- Health Care Marketing

1. According to Buchbinder & Shanks, (2012) marketing is defined as the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, and society as a whole (Buchbinder & Shanks, 2012, p. 96.). The main principles of marketing are to satisfy customers, target the 'right' customers, facilitate exchange relationships, stay ahead of competitors and enhance profitability. These principles are essential for managers to understand and satisfy their customers in the health care industry. The person receiving care must be pleased with the services received from the health care facility, and the health care ...view middle of the document...

99). They thought marketing directly to the customer would have no effect on the utilization of a particular health care organizations facility (Buchbinder & Shanks, 2012, p. 99). It is potentially falling under scrutiny again because impacts of marketing have been made clear over the years (Buchbinder & Shanks, 2012, p. 108).

3. Studying the market begins with understanding members’ wants and needs, likes and dislikes, and recognizing and addressing their special traits. Market segmenting is the process of dividing the total market into groups or segments that have similar needs for products and services (Buchbinder & Shanks, 2012, p. 103). Segmenting the consumers geographically by establishing where they live and work. It also includes determining their proximity to care and supportive services. Demographic segmenting can also be useful because it can give insight into appropriate age, gender, education, social, economic status and culture approaches. Insight into the cultures in the segment population helps produce differentiated messages, strategies, and tactics for each audience segment. Targeting helps the health care manager better serve their consumers on a personal basis. It can also dramatically increase the effectiveness of healthcare. Target segment selection can also benefit managers because it can help cut costs along with influencing healthy behaviors of their target audience. For example, consider the older population as a segment population, many from this demographic are between retirement or choosing long-term care facilities to spend the remainder of their lives (Buchbinder & Shanks, 2012, p. 105). While trying to select a facility, they may be turned off by terms such as old folks home and nursing home (Buchbinder & Shanks, 2012, p. 105). Hence, many long-term facilities are marketed as independent living or assisted living depending on its demographics level of mobility.

4. If an inherited a million dollars and after paying off all my student loans, I decided I wanted to start a health enterprise, I would choose to work with individuals living with HIV. I have always felt an inclination toward people with HIV after learning that a close family member was diagnosed with the illness. Today in 2016, there is still a significant stigma surrounding HIV this is particularly the case in the African-American community. Lack of education contributes to the stigma surrounding HIV patients. Therefore, I would like to start a not profit organization that helps educate African- American communities about the prevention of HIV and how to destigmatize HIV. I would choose to focus on the African-American community because they currently have the highest rates of new infection; therefore, they display a need for additional need for education and preventative services.

6. A large portion of the...

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