Deck 6: Health Care Marketing

Question 1

Marketing can best be defined as:

A) sales.
B) activities to satisfy a customer's needs.
C) approaches to create, communicate, and deliver value in selected markets.
D) both activities to satisfy a customer's needs and approaches to create, communicate, and deliver value in selected markets.
E) All of these are correct.

Answer 1

D

Question 2

Marketing in health care has lagged other industries because:

A) expertise has been lacking.
B) some physicians believe that it is inappropriate or even unethical.
C) consumers have imperfect knowledge about costs of services, so this constrains consumer decision making.
D) All of these are correct.

Answer 2

D

Question 3

A hospital marketing manager can segment the market using which of the following?

A) Demographic, geographic, and psychographic variables
B) Customers who behave in the same way and have the same needs
C) The price of the services offered
D) The profit margin of primary care
E) The characteristics of the nurses and physicians
F) All of these are correct.
G) Demographic, geographic, and psychographic variables, and customers who behave in the same way and have the same needs

Answer 3

G

Question 4

In wisely selecting a target market, positive attributes include:

A) multiple competitors and geographic proximity.
B) being identifiable, divisible, and accessible, with enough revenue potential.
C) small size and many choices for consumers.
D) turbulent changes, tight budgets, and involving many decision makers.

Question 5

For health care marketing to be socially responsible, it:

A) must not induce demand for unnecessary procedures.
B) should be developed to promote individual well-being.
C) should not target advertising at vulnerable populations.
D) must not cost money
E) All of these are correct.
F) must not induce demand for unnecessary procedures, should be developed to promote individual well-being, and should not target advertising at vulnerable populations.

Question 6

Marketing management seeks to satisfy customer needs by creating, communicating, and delivering ______ in selected markets.

A) strong positioning
B) superior service
C) value
D) new products

Question 7

Jorge is gaining a deeper understanding of marketing in health care by examining how it is different from other industries. According to our text, which of the following is correct?

A) Health care professionals have scorned marketing based on the belief that, while suitable in other industries, it was inappropriate and unethical for health care organizations.
B) The American Medical Association once declared marketing activities as unethical.
C) Health consumers typically are not responsible for paying all the associated costs of medical treatment.
D) All of these are correct.

Question 8

The classic 4Ps of the marketing mix have been expanded today to the 4Cs. What are the 4Cs?

A) Co-creation, currency, collective good, and conversion
B) Co-opting, continuity, connectivity, and commerce
C) Co-creation, currency, communal activation, and conversation
D) Chat, conversation, commerce, and continuity

Question 9

Positioning means determining what makes your product or service unique or differentiated from the competition.

Question 10

Advertising, public relations, and direct mail campaigns are best described as the product component of the marketing mix (4Ps).

Question 11

Direct-to-consumer prescription drug advertising is a popular method of promotion throughout the world.

Question 12

Explain why digital channels are an important aspect of health care marketing today.

Question 13

In your own words, describe how you would segment the market for a small dermatology clinic.

Question 14

Describe the 4Cs for a pharmaceutical company selling pediatric immunization products.

Question 15

Give one example of social marketing that you have witnessed in your community.

Question 16

You are a new health care manager. How will you devise a marketing plan?

Question 17

Why is marketing an important aspect of health care management today?

Question 18

How will you know if your marketing campaign for a cosmetic surgery clinic is successful?

Question 19

Explain how you would competitively position an athletic/health club in contrast to other local clubs.