MH0056-Public Relations & Marketing for Healthcare Organizations

Winter-2015

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Master of Business Administration- MBA Semester 4

MH0056-Public Relations & Marketing for Healthcare Organizations

(Book ID: B1320)

Assignment (60 Marks)

Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10 marks 6 X 10=60

Q1. Discuss the factors affecting healthcare marketing.

Answer. 5 Factors That Influence Healthcare Spending Growth:

1. Technology. According to MedPAC, technology is credited as having the most significant effect on healthcare spending growth, with studies identifying it as the reason behind anywhere from 38 percent to more than 65 percent of spending growth.

2. Healthcare product and service prices. The level and growth of healthcare prices have a big impact on healthcare spending. Studies have consistently pointed to price growth as the cause of between 10 percent and 25 percent of healthcare spending growth.

Q2. Explain market segmentation.

Answer. Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.

Q3. Describe the types of public relations research.

Answer. Research in public relations management requires the use of specialized terminology. The term primary research is used to designate when we collect unique data in normally proprietary information, firsthand and specifically relevant to a certain client or campaign. Primary research, because it is unique to your organization and research questions, is often the most expensive type of data to collect. Secondary research refers to research that is normally a part of public domain but is applicable to our client, organization, or industry, and can be used to round out and support the conclusions drawn from our primary research. Stacks and Michaelson (in press). Secondary research is normally accessed through the Internet or available at libraries or from industry and trade associations.

Q4. Discuss the current scenario of medical tourism in India.

Answer. Medical tourism refers to the travel of people to another country for the purpose of obtaining medical treatment in that country. Traditionally, people would travel from less-developed countries to major medical centers in highly developed countries for medical treatment that was unavailable in their own communities; the recent trend is for people to travel from developed countries to third-world countries for medical treatments because of cost consideration, though the traditional pattern still continues. Another reason for travel for medical treatment is that some treatments may not be legal in the home country, such as some fertility procedures.

Q5. Discuss the future of healthcare marketing.

Answer.  These includes in healthcare marketing:

1. Product and Services Audit

I cannot stress this enough: know your products and services front and back. Your marketing will be so much better, and your life will be so much less stressful, if you know the ins and outs of your products and services. Create a matrix that aligns the product with their target persona (see below). Who uses the product and services you offer? Why do they need it? What problems does it solve? How will trends in your industry affect your products or services? By ensuring your have a clear understanding of what you're offering and how each product or service works, you'll be better able to market it effectively.

Q6. Discuss the standard metrics to evaluate public relations in healthcare.

Answer. Factors of PR measurement and evaluation:

Evaluation of a public relations campaigns is the measurement of results against established objectives, which are set during the planning process. The desire to improve results the next time is a major reason for evaluating public relations efforts. Before any public relations program can be properly evaluated, it is important to clearly establish a set of measurable objectives. Public relations personnel and management should agree upfront on the criteria that will be used to evaluate success in attaining objectives, rather than waiting until the end of the program to determine how it will be evaluated.

Winter-2015

Get solved assignments at nominal price of Rs.125 each.

Mail us at: subjects4u@gmail.com or contact at

09882243490