Provide your recommendations as to strategies to consider at this stage of the life cycle for the organization and the market.

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PART 1

Answer the following question:

 

Mary Hayes is the director of patient engagement in a relatively large city in the upper Midwest. In a strategic planning committee meeting, the marketing director had presented an overview of the latest demographic projections of the region, which were somewhat disconcerting. “The region is showing a large outgrowth and decline among several important demographic groups,” the marketing director noted. “There is a 1.6% decline in the important demographic of 26- to 40-year-olds reflective of our declining economic opportunities for jobs, and there is a decline in the 60- to 75-year-olds, who are moving to retirement locations.”

The group agreed that this was a situation facing many similar communities in the upper Midwest, but the hospital had two competitors of good size in the region. Provide your recommendations as to strategies to consider at this stage of the life cycle for the organization and the market.

 

Source: Chapter 12 Problems (Essentials of Health Care Marketing – Berkowitz)

 

Reply to 2 participants at least two separates days throughout the week.

PART 2

 

Answer the following End-of-Chapter Questions:

Chapter Questions
11 1, 2, 5
12 1, 4, 5
13 3, 5, 6, 7

 

 

 

 

 

 

 

 

 

 

 

PART 3

 

Project Continuation

“Create a Marketing Plan”

Title: A new physical therapy clinic.

Outline

Management Summary

Economic Projections

The Market – Qualitative

The Market – Quantitative

Trend Analysis

Competition

Problems and Opportunities

Objectives and Goals

Action Programs

 

UNFORMATTED ATTACHMENT PREVIEW

CHAPTER 12 Promotion Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com. Learning Objectives Understand the nature of the communication process 2. Appreciate the evolving nature of communication and the impact of the web as it moves through its stages of evolution. 3. Recognize the alternative components of the promotional mix and their respective values and the importance of an integrated marketing communications approach. 4. Appreciate the broad range of sales promotion strategies for both consumers and the trade. 5. Know the alternative promotional strategy approaches for controlling the channel of distribution and the influence of direct-to-consumer strategies. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com 1. Introduction • Promotional strategies have four basic components: Advertising Personal selling Publicity Sales promotion • Communication is at the heart of all these tools. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com 1. 2. 3. 4. Learning Objective 1 (1 of 2) • The communication model Sender (person or company) Receiver (target of communication) Encoding or developing the message Message Channel to send message Decoding or interpreting message by receiver Noise Feedback Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – – – – – – – – Learning Objective 1 (2 of 2) Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com FIGURE 12-1 The Communication Process Learning Objective 2 (1 of 3) • The web is evolving into its third stage: Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – Stage 1: Static pages – Stage 2: User-generated content forum – Stage 3: The intelligent web Learning Objective 2 (2 of 3) Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com FIGURE 12-2 The Constellation of Communication Learning Objective 2 (3 of 3) – The Message ▪ Have stronger impact on educated consumers. o Comparative messages: Claims relative to the competition. o Emotional appeals: Use of humor or fear. ▪ Testing the boundaries ▪ Versus rational appeals • The channel – Mass communication vs. personal approach – Health care o Traditionally word-of-mouth o Opinion leaders Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com o Two-sided messages: Sender presents both pros and cons of service being promoted. Learning Objective 3 (1 of 5) • The promotional mix 1. 2. 3. 4. Advertising Personal Selling Publicity Sales Promotion • Integrated marketing communications – Ensure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person. – Earned, owned, paid media. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com ‒ Four basic tools of promotional strategies: Learning Objective 3 (2 of 5) • Advertising o o o o o Buyer awareness is minimal. When industry sales are rising. When service features are not observable. When opportunities for differentiation are strong. When service is new. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – Paid and nonpersonal. – Advertiser controls to whom, when, what, and how often the message is delivered. – Most effective when: Learning Objective 3 (3 of 5) • Personal selling o Direct feedback o Direct control over who receives message o Direct targeting of audience – Limitations o Cost o Training of personnel • Personal selling vs. advertising – Trade-offs – Decision-making Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – Strengths Learning Objective 3 (4 of 5) Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com FIGURE 12-5 The Differing Impact of Advertising versus Sales Learning Objective 3 (5 of 5) • Public relations Most common to healthcare organizations Indirectly paid form of communication Credibility issues Two important roles in health care: 1. 2. Promote the organization Crisis management – No control over when or how message is delivered. – Planned vs. unplanned messages. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – – – – Learning Objective 4 (1 of 2) • Sales promotion strategies o Coupons, sweepstakes, premiums o Samples, trade promotions, allowances o Cooperative advertising • Sales promotion objectives – – – – – – To encourage trial usage To encourage customers to buy more than one To acquaint customers with service changes To identify new customers To build customer loyalty To encourage customers to switch facilities or providers Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – Temporary inducements to buy Learning Objective 4 (2 of 2) • Factors affecting sales promotion – Product life cycle Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – To gain entry into new markets – To encourage intermediaries to utilize the facility – To encourage intermediaries to devote more effort to selling/referring the product or service Learning Objective 5 (1 of 2) • Channel control strategies Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com – Push: Control of the channel by working through intermediaries – Pull: Control of the channel by passing the intermediaries Learning Objective 5 (2 of 2) Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com FIGURE 12-7 Push versus Pull Strategies Summary (1 of 5) • The web has had a large impact on marketing communication. In the first stage of its evolution, the web consisted of static pages. Today, the web is in its second stage, in which organizations can send out messages and consumers can respond. In the third stage, the Web will evolve into a highly personalized experience via greater reliance on data mining and AI. • In the web 2.0 environment, consumers demand several attributes from organizations. Communication must be collaborative, allow for personalization, have active participation, and facilitate communication on multiple technical platforms. • Communication often is affected negatively by noise. In health care, it has been found that gender noise occurs as a function of the physician/patient effect in the medical encounter. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com • Several components are necessary for effective communication. There must be a sender, a receiver, encoding, decoding, a channel, and feedback. Summary (2 of 5) • The promotional mix for an organization consists of advertising, personal selling, publicity, and sales promotion. • Integrated marketing communication is a planning process designed to ensure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. Increasingly, however, healthcare organizations have used event market promotions, sponsorships, and to a limited extent, couponing. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com • Messages can be one-sided, two-sided, or emotional. In health care, two-sided messages have been found to be very effective in public health campaigns to inoculate them against weaker arguments before promoting the stronger argument for a positive behavior. This approach is based on inoculation theory. Because of the unique nature of health care, fear appeals may have some relevance with regard to population health management and public health campaigns. Summary (3 of 5) • Advertising and personal selling have distinct values. The decision to use one promotional tool more than the other is based on the risk of the decision, the size of the decision-making unit, the complexity of the service, the size of the market, and the geographic dispersion of the market. • A variation of personal selling is e-detailing, which is IT-supported sales dialog via the Internet. E-detailing can occur through chats, interactive web programs, or synchronous or asynchronous broadcasts. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com • A major advantage of advertising over publicity is in terms of what is said, to whom it is said, how often it is said, and when it is said. Publicity has greater credibility than advertising because a third party is providing validation of the message. Summary (4 of 5) • Sales promotion has been an underused tool of the promotional mix within health care. Sales promotion tactics can be directed to consumers or to the trade. Allowances have been advantageous to healthcare group purchasing organizations, but increasingly healthcare organizations are using event promotions and sponsorships. • In a push strategy, the promotional efforts are directed to the intermediaries in the channel; in the pull strategy, promotional efforts are directed to the end user. In recent years, there has been greater transparency to the push dollars paid to physicians from pharmaceutical companies for talks to support their products. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com • Advertising and personal selling have differing levels of impact in each stage of the consumer’s decision-making process. The more personal the postpurchase contact with the buyer, the more satisfied the buyer. Summary (5 of 5) • Advertisement of drugs to patients rather than to doctors is an effective implementation of a pull strategy. This strategy has grown significantly in recent years with pharmaceutical companies advertising specialty drugs directly to patients via multichannel promotional campaigns. Copyright © 2022 by Jones & Bartlett Learning, LLC an Ascend Learning Company. www.jblearning.com • Push strategies have been found to have an impact on physician prescribing behavior. Healthcare organizations have responded by reexamining their codes of conduct. A limited number of states have also passed legislation to put limits on the value of gifts that can be accepted from companies. One large pharmaceutical company no longer pays doctors to deliver talks. States and organizations have also begun to establish guidelines for conflicts of interest. CHAPTER 11 QUESTIONS 1,2,5 CHAPTER 12 QUESTIONS 1,4,5 CHAPTER 13 QUESTIONS 3,5,6,7 …
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