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Question # 1
When establishing the product element of the marketing mix, a
company must decide its product mix, product line, and its breadth and
depth. Pick a Hospital or any health services facility you are working
for, or you are familiar with, and describe the product (service) mix
that facility is offering. Based on your experience with that facility,
is it possible to modify the product mix by eliminating, adding,
services? If yes, why? If not, why?
Question # 2
Transparency is a growing factor in health care. You have been hired
to consult with a group of cardiologists who have just developed their
first website.
The practice is located in a in a medium-sized community where there
are 3 other cardiology practices. Present the pros and cons for them in
developing a proactive approach to transparency on their website.
Some of the partners in the practice are strongly opposed to providing any metrics on the site.
Question # 3
Loyal customers offer multiple benefits to a healthcare organization.
What are some of these benefits? How can loyalty be measured from a
marketing approach? Find one example of a loyalty program in the
healthcare industry, and comment on it. Is there in the program content
any room for improvements?
Visit the websites of two major healthcare providers, Mayo clinic (
and Cleveland clinic (
Which one do you believe does a better job in promoting its
services and why? And why is the other website not as good and how could
it be improved?
At a recent strategic planning retreat of a 40
xad person
multispecialty group, the administrator made a presentation that focused
on the coming year’s plans to establish the organization’s first two
primary care satel
xadlites, which would be located in the two growing
xadurbs of the community. These new additions would require the hiring
of four family practitioners and other support staff. When the
administrator finished her pre
xadsentation, one of the most senior
physicians stood up and said, “This is a foolish expenditure. We’re so
busy now in this group, we can’t even see another patient. Our revenue
was up 14 percent according to the previous financial presentation we
heard. There is no reason to change what we’re doing.” How might you
respond to this physician?