Healthcare Marketing

Chapter 1

3. At the core of the marketing program is the target market, the group of customers whom the organization wishes to attract (Berkowitz, 2011). Potential target markets for a pediatric sports medicine program may be local schools and recreational parks with athletic programs. Many kids participate in sports at their school and/or neighborhood park so the orthopedic group should definitely target its pediatric sports medicine program marketing within these targets.

4. Some uncontrollable environment factors to consider in this market would be economic factors, social factors, and competitive forces. 

5. Marketing in healthcare does not create needs. A “need” is defined as a “condition in which there is a deficiency of something”. In the above orthopedic group practice, they realized that there was a need/want for a pediatric sports medicine program. Health care professional’s responsibility demands treatment of that need.

7. Existing customers would be the individuals/patients already using the facility. Target market is the group of customers whom the organization wishes to attract. Stakeholders are any group with which the firm has and/or wants to develop a relationship with (patients, board of directors, suppliers, physicians, employers).

Chapter 2

2. A brief SWOT analysis for Children’s Hospital is that it has an advantage since it is linked academically with the Harvard University Medical School. They have an advantage of special expertise, a good reputation, and the newest technology. Some weaknesses can be limited service, staff problems, and or management issues. Opportunities that this hospital has is the new technology, lack of competition, new market or services. Some threats are the increased competition, insurance plans not taking this hospital, adverse demographic changes, and economic slowdown.

3. Some possible barriers to entry and exit are: (a) the physician barriers to entry has to have the addition of resources and capital...