Deck 15: Health Care Marketing, Advertising, and Public Relations

Question 1

An organization must communicate with its patients and prospective patients to achieve:

A) Position.
B) Health care.
C) Salesmanship.
D) Understanding.

Answer 1

Understanding.

Question 2

An important thing to keep in mind when creating your message is the:

A) Length of time in business.
B) K.I.S.S. Principle.
C) Competition.
D) Collateral materials.

Answer 2

K.I.S.S. Principle.

Question 3

The largest group of people with the biggest and most frequent need for your product or service is known, in marketing, as the facility's:

A) Primary target market:
B) Secondary target market:
C) Tertiary target market:
D) All of the above

Answer 3

Primary target market:

Question 4

The marketing process includes the building of ________ intertwined with brand awareness.

A) consumer consciousness
B) education
C) promises of healing
D) entertainment

Question 5

One of the three basic components of self-promotion is:

A) Discount coupons.
B) Billboards.
C) Public relations.
D) Television commercials.

Question 6

The marketing term used to describe activities that draw attention to the name of the company or facility is:

A) Consumerism.
B) Brand awareness.
C) Showmanship.
D) Demographics.

Question 7

Your target market is described as being health-conscious and educated. These descriptors are:

A) Restrictive.
B) Demographic.
C) Biased.
D) Psychographic.

Question 8

Using the primary target market profile as a foundation results in marketing efforts that are:

A) Better focused.
B) Exclusive of groups.
C) Missing opportunities.
D) Wasting money.

Question 9

All of the paths of communication have one ultimate goal, which is:

A) Mastery.
B) Sales.
C) Engagement.
D) Revenue.

Question 10

Over the course of a marketing campaign, you, as the administrator, should:

A) Change the message every week.
B) Copy your competition.
C) Be consistent.
D) All of the above

Question 11

Your facility specializes in treating patients with cirrhosis of the liver. Important demographic information to support your marketing plan is that this condition is:

A) A chronic liver disease.
B) Diagnosed using blood tests or biopsy.
C) Twice as common among men over age 50.
D) Caused by hepatitis or chronic alcoholism.

Question 12

A marketing plan should establish the activities for two important stages-presence and:

A) Alliance.
B) Reinforcement.
C) Continuation.
D) Exposure.

Question 13

In non-emergency situations, the patient has the time to consider:

A) Whether to have the procedure.
B) Who will perform the procedure.
C) Where the procedure will be performed.
D) All of these.

Question 14

Marketing communications can support the facility by attracting:

A) New patients.
B) Excellent staff members.
C) Government auditors.
D) a and b only.

Question 15

There are many ways to get demographic and psychographic information for your primary target market, including:

A) Current patient survey.
B) Asking around the neighborhood.
C) Federal consumer databases.
D) Television program statistics.

Question 16

Medically speaking, any procedure that is non-emergency and not immediately medically necessary is considered:

A) A health option.
B) A cosmetic procedure.
C) An elective procedure.
D) A critical procedure.

Question 17

A target market profiles consists of:

A) Demographic descriptors.
B) Psychographic descriptors.
C) Both a and b.
D) None of the above.

Question 18

When crafting the marketing message, you want all attention focused on:

A) Your physical location.
B) What you can do for your target market.
C) Facility awards.
D) How long you have been in business.

Question 19

Once an individual becomes a patient, personal experiences replace the:

A) Fear of doctors.
B) Messages communicated through marketing.
C) Stories from the neighbors.
D) All of these

Question 20

The first step to creating your marketing plan is to determine:

A) To whom you want to communicate.
B) How much money you can spend.
C) Ethical and legal parameters of marketing.
D) All of these.

Question 21

Interacting with your patient population using social media ________ the communication of your message.

A) hampers
B) confuses
C) clarifies
D) extends

Question 22

The reputation of excellence directly connected to names such as the Mayo Clinic is a ________ reaction.

A) psychological
B) knee-jerk
C) branding
D) communication

Question 23

Advertising might also be referred to as the:

A) Message.
B) Sales pitch.
C) Branding.
D) Subtle communication.

Question 24

All printed materials used by your facility to deliver a message of any kind are known as:

A) Community relations.
B) Branding vehicles.
C) Collateral materials.
D) Marketing booklets.

Question 25

Public relations activities are evidence your facility is:

A) Aware of the community.
B) Branded.
C) Caring for the community.
D) Part of the community.