Deck 16: Marketing Occupational Therapy Services

Question 1

While it is important to understand the process of marketing occupational therapy services, the complexity of the process makes it unrealistic for most occupational therapy managers to be directly involved in marketing.

Answer 1

False

Question 2

Patients, clients, and third-party payers are all examples of target populations frequently considered in marketing occupational therapy services.

Answer 2

True

Question 3

It is critically important that the activities associated with the four steps in the marketing process be conducted sequentially and that you not conduct any activities out of order.

Answer 3

False

Question 4

It is commonly recommended that you keep the definition of your products broad and vague to best allow attraction of a wide customer base and to not unintentionally miss potential customers.

Question 5

The step in the marketing process in which you validate perceptions of the wants and needs of the target populations that will receive a new product or service is best called:

A) Organizational assessment.
B) Environmental assessment.
C) Market analysis.
D) Marketing communications.

Question 6

Data sources that generate data that are specific to your product or service and can include existing customers or potential customers from your target markets, referral sources, payers, employees, suppliers, consultants, or other sources involved in your product or service are best called:

A) Evidence-based data sources.
B) Secondary data sources.
C) Population data sources.
D) Primary data sources.

Question 7

The time it takes to use your product, the pain associated with your services, and feelings of stress about scheduling time to attend therapy appointments are all examples of which of the following?

A) Price
B) Threats
C) Packaging
D) Weaknesses

Question 8

Examining factors such as your organization's reputation in the community, customer service, programs, the staff's qualifications, type and quality of equipment, available space, geographic location of your organization, and the level of administrative support for new programs is an example of which of the following?

A) Organizational assessment
B) Environmental assessment
C) Market analysis
D) SWOT analysis

Question 9

Which of the following most accurately represents the term target populations as defined in Chapter 16?

A) Those persons who receive direct therapy and therefore are the target of occupational therapy intervention
B) Any group of persons who receive, benefit from, or pay for an occupational therapy product or service
C) Certain groups that have been identified to be the beneficiary of occupational therapy provided through comprehensive programming, such as those with autism
D) Those groups of persons who are also called customers and who provide payment and reimbursement for occupational therapy services

Question 10

Which of the following is not an example of a simple strategy to conduct an environmental analysis as described in Chapter 16?

A) Conduct informal or formal focus groups with members of your target population.
B) Conduct information interviews with leaders of community-based organizations or public health officials concerned with the health and wellness of your target population.
C) Identify competitors in the area who are already serving your target population and review their websites and brochures to learn about their products and services.
D) Review the résumés and portfolios of your current staff to identify your strengths and weaknesses in training and clinical skill sets.

Question 11

The step of the marketing process in which you package and promote your occupational therapy services as a product would best be called:

A) Organizational assessment.
B) Environmental assessment.
C) Market analysis.
D) Marketing communications.

Question 12

Giving consideration to providing services on days and at times when members of your target populations are available, such as weekends and evenings, is an example of which of the following marketing concepts as described in Chapter 16?

A) Price
B) Promotion
C) Place
D) Product

Question 13

Your manager has asked you to complete a SWOT analysis. Which of the following components of the marketing process addresses the SWOT analysis?

A) Organizational assessment
B) Environmental assessment
C) Market analysis
D) Marketing communications

Question 14

Which component of the marketing process best helps you to identify the needs of your external customers?

A) Organizational assessment
B) Environmental assessment
C) Market analysis
D) Marketing communications

Question 15

Which common form of promotional media may be perceived as an interruption by customers?

A) Direct mailings
B) Face-to-face meetings
C) Seminars
D) Television ads

Question 16

Which of the following sources of data is best categorized as a primary data source?

A) Government census reports
B) Economic statistics
C) Surveys
D) AOTA tip sheets

Question 17

Tangible information readily available to your customers may best be called:

A) Physical evidence.
B) Price.
C) Promotion.
D) SWOT data.

Question 18

From a marketing perspective, the time required to take advantage of your product or service, the psychological and emotional toll of taking advantage of your product or service, and the physical pain that may be experienced when taking advantage of your product or service would best be categorized as which of the following?

A) Price
B) Product weaknesses
C) Disadvantages
D) Service dissatisfiers

Question 19

From a marketing perspective, nurses, payers, patients, doctors, and outside referral sources may all best be categorized as which of the following?

A) Healthcare consumers
B) Internal audiences
C) Customers
D) External audiences

Question 20

Target populations include which of the following?

A) Customers
B) Clients
C) Third-party payers
D) All of the above