role of physicians and patients in healthcare marketing

role of physicians and patients in healthcare marketing

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role of physicians and patients in healthcare marketing

For this discussion, you will consider the relationship between physicians and health organizations and examine how this informs healthcare marketing. You will also consider the role of the patient and customer and the ways in which they shop—or don’t shop—for healthcare, and you will examine how a healthcare organization’s marketing goals can most effectively target these individuals. In addition, you will determine the ethical considerations that need to be addressed when developing a marketing strategy that includes patients and physicians among its target audience.

To begin, review the module resources. Then, consider the difference between a patient and a customer and the role of physicians and patients in healthcare marketing. In your initial post, address the following:

What are some of the ways that people shop—or don’t shop—for healthcare and medical care, and how can a healthcare organization’s marketing goals most effectively target these customers? Consider the SMART goal framework to support your response.
How can the relationship between physicians and health organizations (think of the complex power structure in hospitals) pose challenges to decision making in healthcare marketing?
What do you think are the most important ethical considerations that a healthcare organization must address when developing a marketing strategy for its patients and its physicians? Consider the methods for ethical decision-making you studied in Module Three.
In responding to your classmates, do you agree or disagree with their conclusions? Why or why not? What considerations did they discuss that you perhaps had not thought of? What suggestions can you provide your peers to help them further develop their conclusions?

You must proofread your paper. But do not strictly rely on your computer’s spell-checker and grammar-checker; failure to do so indicates a lack of effort on your part and you can expect your grade to suffer accordingly. Papers with numerous misspelled words and grammatical mistakes will be penalized. Read over your paper – in silence and then aloud – before handing it in and make corrections as necessary. Often it is advantageous to have a friend proofread your paper for obvious errors. Handwritten corrections are preferable to uncorrected mistakes.
Use a standard 10 to 12 point (10 to 12 characters per inch) typeface. Smaller or compressed type and papers with small margins or single-spacing are hard to read. It is better to let your essay run over the recommended number of pages than to try to compress it into fewer pages.

Likewise, large type, large margins, large indentations, triple-spacing, increased leading (space between lines), increased kerning (space between letters), and any other such attempts at “padding” to increase the length of a paper are unacceptable, wasteful of trees, and will not fool your professor