Deck 19: Medical Practice Marketing and Customer Service

Question 1

Patient navigators are healthcare providers, so they can offer any type of medical advice and prescribe medication or therapy. The role of the patient navigator is to identify the barriers to healthcare and work with the health insurance system to overcome these obstacles.

A) Both statements are true.
B) Both statements are false.
C) The first statement is true; the second is false.
D) The first statement is false; the second is true.

Answer 1

The first statement is false; the second is true.

Question 2

Advertising involves creating or changing attitudes, beliefs, and perceptions by influencing people with free forms of written and visual media. Public relations relies more on costly news broadcasts or reports and magazine or newspaper articles to reach the audience.

A) Both statements are true.
B) Both statements are false.
C) The first statement is true; the second is false.
D) The first statement is false; the second is true.

Answer 2

Both statements are false.

Question 3

Which of the following categories evaluates the advantage a healthcare facility would have over its competitors?

A) Strengths
B) Weaknesses
C) Opportunities
D) Threats

Answer 3

Strengths

Question 4

Which of the following is one of the most popular and beneficial marketing tools for the provider?

A) An aggressive social media campaign
B) Monthly newsletter
C) Mailers and postcard flyers
D) Professional website

Question 5

Which of the following is not typically available through the patient information web portal?

A) Lab or test results
B) Medical encounter records
C) Pharmaceutical refills
D) Health insurance information
E) Hospital records

Question 6

What is the first step in developing a plan?

A) Research
B) Planning the concept
C) Assessment
D) Evaluation

Question 7

The medical assistant can play a role in practice branding by

A) following office procedures.
B) treating patients with excellent customer service skills.
C) keeping a positive, enthusiastic attitude during every work day and with every patient.
D) All of the above

Question 8

Without __________, many businesses fail.

A) insurance benefits
B) growth
C) marketing efforts
D) None of the above

Question 9

When an effort is made to create or change an attitude, belief, or perception through purchased broadcast time or print space, the company is usually

A) advertising.
B) conducting public relations.
C) performing public service.
D) None of the above

Question 10

A specific group of individuals to whom the marketing plan is focused is the ___________ market.

Question 11

From the SWOT analysis, which of the following evaluate external economic forces?

A) Strengths and weaknesses
B) Threats and weaknesses
C) Opportunities and threats
D) Strengths and opportunities

Question 12

Color choices, __________, and fonts can enhance the look of a professional website.

Question 13

Patients expect the staff to treat them with

A) concern.
B) care.
C) confidentiality.
D) All of the above

Question 14

Which of the following is the most effective way to increase the number of patients for a healthcare facility?

A) Effective Internet marketing campaign
B) Word of mouth
C) Customer service
D) Employee incentive to sign up patients

Question 15

The four Ps do not include

A) product.
B) practicality.
C) placement.
D) price.

Question 16

The medical assistant must be careful not to __________ photographs and graphics on a website.

Question 17

In order for the search engine to pick up the website, the web designer includes appropriate key words in the website developer code. Key words and code should be updated on a regular basis by medical office management.

A) Both statements are true.
B) Both statements are false.
C) The first statement is true; the second is false.
D) The first statement is false; the second is true.

Question 18

Poorly chosen phrases that suggest poor attitudes give the patient or visitor a(n) __________ view of the facility.

Question 19

The employees of the office should be involved in promoting the practice because

A) the provider has services to offer the community.
B) a full schedule is more financially rewarding for the provider.
C) the employees should see the practice as a business.
D) All of the above

Question 20

A word or graphic on a page that takes the viewer to another page or another website is called a

A) hyperlink.
B) hypertext.
C) uniform resource locator.
D) cookie.

Question 21

Free promotional ideas are rarely effective.

Question 22

Providing _______________ for all employees to distribute is a smart, inexpensive way to create awareness of the medical facility.

Question 23

Health fairs offer the physician a means of reaching new patients in the community.

Question 24

The medical assistant who can use social media in a professional way will be a valuable asset to the medical practice.

Question 25

Most public relations strategies are expensive.

Question 26

One of the most popular and beneficial resources available to patients is the provider's ________________.

Question 27

A URL is a web address.

Question 28

The phase of planning during which the problem or goals are reviewed is the _____________ stage.

Question 29

Providing good customer service is a(n) ____________ that each employee must make in the medical facility.

Question 30

Providing all employees with business cards is not a good strategy for a new practice.

Question 31

The provider's _____________ of the practice of medicine greatly influences the office's mission statement.

Question 32

Keeping the office open later one night per week is a marketing strategy.

Question 33

Patients expect to be treated according to the __________ rule.

Question 34

Providing helpful, personal service usually impresses even the most difficult patient.

Question 35

Creating or changing attitudes, beliefs, and perceptions by influencing people with purchased broadcast time, print space, or other forms of written and visual media is called _____________.

Question 36

_____________ boxes are a great way to get patient and employee input.

Question 37

Providers in college towns may want to offer __________ rates for medical services.

Question 38

The process involved in creating a unique name and image in the customer's mind mainly through advertising campaigns with a consistent theme is called ___________.

Question 39

The most important part of the website is the graphics.

Question 40

A monthly e-newsletter is a great marketing idea.

Question 41

Brochures in the provider's office can substitute for medical advice.

Question 42

Medical assistants should not be expected to provide good customer service along with their other duties.

Question 43

Staff meetings are not good times to brainstorm about target markets.

Question 44

Patients usually tell the provider if they are not receiving good customer service from the medical assistants.

Question 45

Patients should be treated the same way as the medical assistant would want to be treated.