Deck 8: Marketing in the Digital Age

Question 1

Almost two-thirds of individuals report choosing a new physician over another based on a strong online presence.

Answer 1

True

Question 2

Individuals spend almost a month online researching alternative hospital sites for information before booking an appointment.

Answer 2

False

Question 3

When using sites such as Crowd Med, patients must sign HIPAA waivers to release all their patient records and reveal their identity in seeking solutions to their medical problems.

Answer 3

False

Question 4

CMS does not have billing codes for remote patient monitoring, which is a barrier to major adoption of this technology.

Question 5

Some Internet-enabled pill dispensers send text reminders to users; however, there is no way to determine whether the pill is ingested.

Question 6

A one-star increase in a hospital's Facebook rating was associated with a hospital having increased odds in being in a lower admissions group.

Question 7

In the digital environment, marketers can now craft a message to target and appeal to consumers at the individual level.

Question 8

The measure of marketing investments may need to shift from hits to a measure that is closer to one of contributions of the entire journey, such as the shift made by Amazon with the Kindle from sales to usage on the Kindle.

Question 9

The Internet of Things refers to the hardware that is connected by different software in the digital environment.

Question 10

In the IOT environment, a marketer can follow a patient from the beginning of their care journey as they begin their search process.

Question 11

The major challenge in the IOT ecosystem for health care will be cybersecurity.

Question 12

Which of the following are the top three sites that consumers turn to for information in forming their information about health providers?

A) Zocdoc, Google, Health Grades
B) Health Grades, Yelp, Zocdoc
C Yelp, Google, WebMD
D) WebMD, Zocdoc, Google

Question 13

The cohort most likely to search for the quality ratings of a hospital are:

A) boomers.
B) millennials.
C) Gen Xers.
D) seniors.

Question 14

The Netflix series Diagnosis is based on the idea of:

A) crowdsourcing.
B) the digital journey.
C) geotracking
D) interfacing.

Question 15

Which of the following has not been cited as a barrier to adoption of RPM technology?

A) Clinical productivity
B) Patient engagement
C) Infrastructure support
D) On-site education

Question 16

Which of the following has not been cited as a reason for the future growth of remote patient monitoring?

A) Aging population
B) Reduction in cost of technology
C) Decline of rural hospitals
D) Chronic conditions among the elderly

Question 17

Tracking patients in their rehabilitation stage remotely at home is important to hospitals because:

A) patient care at home is difficult to monitor.
B) it is expensive to send out a home call nurse.
C) there is a readmission penalty if a patient must return for care at the hospital.
D) patients will evaluate the hospital poorly on a survey.

Question 18

Digital investments need to be viewed from the perspective of:

A) the value of the number of appointments in a department.
B) the system perspective.
C) the number of hits on the website.
D) They cannot really be measured, which is the problem.

Question 19

Cybersquatting refers to:

A) buying space with search results using another company's name.
B) registering a domain name with the purpose of profiting from the goodwill of another's name.
C) linking to another's website with a close name so the person using the site does not realize they are on the site of the different company.
D) All of these are correct.