INTRODUCTION TO US HEALTH CARE

Week 8

Health Care Marketing

UNIT 8 ASSIGNMENT

For this week’s assignment, you will be creating a marketing tool for your practice to advertise the new vaccine clinic. You can either create a brochure to send out in the mail or posters to display around town. Consider your audience (who are you targeting?) while you create this item. Think about what would catch your eye as a customer when putting this together. You can create this tool in Word as a poster with clip art, etc. (watch copyright information), or as a brochure. Your grade will be based upon how effective your tool is at addressing the target audience, how well you catch their attention, the quality of the information you provide them, and the overall look of the tool. 100 points

UNIT 8 ASSIGNMENT

Required Elements :

•Explain the market needs of the organization (provides vaccine clinic)

•Demonstrates imagination in advertising the vaccine clinic

•Use visually appealing images

•List vaccines available

•Hours of operation

•Location (fictional)

•Contact information (fictional)

•Website address (fictional)

EVOLUTION OF HEALTH CARE MARKETING

The value of health care marketing includes:

•Valuable contribution to consumer education

•Assists in the assessment of consumer health care needs

•Assists in devising programs to meet consumer needs Looking to the future for

consumer health care needs

MARKETING DEFINED

Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed to bring

about voluntary exchanges of values with the target markets for the purpose of achieving organizational objectives.

(Levey & Loomba, 1984).

Or simply stated:

A method designed to reach the target

THE FOUR P’S

Product

Placement

Price

Promotion(Latham, 2004)

PRODUCT

•Need Effective Medical services•Bundling / Unbundling of services•Efficiently integrated packages of medical services

PLACEMENT

By what avenues will consumers gain access to the product or service?

•Patients gain access to services dictated through their insurance.

•Private insurance (BC/BS) versus government programs (Medicare).

•Uninsured

Four Distribution channels:•Small group and individual insurance•Large employer insurance•Medicare•Medicaid

ETHICS OF PRICING

Prices are set politically through Medicare and

Medicaid programs

Government sets limits on reimbursements

• 57% hospitals lose money on Medicare reimbursements

Insured patients – rates are negotiated

Until the 1980s, ethics rules imposed limits on advertising and price competition

• Advertising was considered degrading to the healthcare profession of medicine

Price competition versus quality

PROMOTION

What attracts the most advertising?

•Hair transplants

•Liposuction

•Plastic surgery

•Laser surgery for vision

Demand for fuller lips can be created by advertising, while cancer can create demand for oncological services.

PROFESSIONALISMThe Fifth PEthical issues with the nature of the product.

Ethical issues with fairness and quality problems with the nature of pricing

Ethic problems with agency and access with placement

Ethical issues with deception, lack of information, and conflict of interest with promotion

Aspire to have medical professionals’ motives what they ought to be, how they ought to act.

ASPIRE•Product – encourage the scientific improvement of medical services, spur experimentation with different bundles of services, disseminate improvements and celebrate researchers who develop them

•Price – counter some of the pressures created by price competition – be motivated by excellence rather than by desire for wealth

•Placement – encourage the provision of free care to those outside the existing distribution channels

•Promotion – limit deception through true advertising – minimize the degree to which physicians take advantage of their patients in conflict of interest situations

CARING FOR THE AGING POPULATION

CHAPTER 10

MENTAL DISEASE

“psychological, biological, chemical, neurological, and behavioral disorders that impair cognitive, affective, and social functioning”

•Depression, anxiety, and phobias

•Psychosis, schizophrenia, and major depression

•OCD and other behavior problems

•Mental retardation

•Deterioration of brain function

•Substance abuse

MENTAL HEALTH FACILITIES

State and county mental hospitals

Private psychiatric hospitals

Short-term general hospitals

Department of Veterans Affairs facilities

Residential treatment facilities

Other

CARING FOR THE MENTALLY ILL

AmbulatoryAmbulatory InpatientInpatientPCP officesPCP officesPsychiatrists’ officesPsychiatrists’ officesMental health centersMental health centersDay care programs, etc.Day care programs, etc.

Psychiatric unitsPsychiatric unitsMental hospitalsMental hospitalsSpecial purpose hospitalsSpecial purpose hospitals

Funding Mental Health ServicesFunding Mental Health Services

LEGAL ISSUESCommitment Laws

• Voluntary commitment• Involuntary commitment

Discriminatory Insurance Practices

The Americans with Disabilities Act

HOMELESS POPULATION

More vulnerable to various diseases

Certain illnesses are associated with poverty

More difficult to follow through with treatment

CHALLENGES IN PROVIDING CARE

Lack of insurance

Lack transportation

Fear

Complexities due to avoidance of care

Not a priority

Misdiagnosis

VETERANS HEALTH ISSUES

Rehabilitation services

Mental health issues

Toxic agent exposure services

Veterans Millennium Health Care and Benefits

Act

IMMIGRANT HEALTH CARELanguage barriers

Poorer country of origin health care

Cultural variables

Duty to Treat

CARING FOR SPECIAL POPULATIONS

People with AIDS and HIV

Victims of Violence

Specialists vs. generalists

Obstacles to treatment

REVIEW QUESTION 1

From the Latham article, the four P’s of marketing are: product, placement, price, and promotion. True or False?

REVIEW QUESTION 2Which of the following is a benefit of a

Primary care model?

1.Quality of care

2.Cost Containment

3.Public Sentiment

4.All of the above

REVIEW QUESTION 3

Which of the following is not a category of insurance?1.Voluntary health insurance2.Service Benefit3.Social Insurance4.Public Welfare Insurance

REVIEW QUESTION 4

Which of the following is not a training

option for nurses?

1.Associate Degrees

2.Diploma Programs

3.Bachelor of Science in Nursing

4.Certification Program

REVIEW QUESTION 5

Which of the following is not a type

of hospital ownership?

1.Nonprofit Hospital

2.Specialty Hospital

3.Proprietary Hospital

4.Government Hospital

REVIEW QUESTION 6

Which of the following is not

considered a personal care facility?

1.Assisted living facilities

2.Congregate care facilities

3.Inpatient psychiatric unit

4.Nursing home

REVIEW QUESTION 7

How many nursing homes are

there in the U.S.?

1.15,000

2.16,000

3.17,000

4.18,000

REVIEW QUESTION 8

The common features of managed care

plans include all of the following, EXCEPT:

1.Utilization Reviews

2.Provider Networks

3.Preventative Care

4.Crisis Management

REVIEW QUESTION 9

Which of the following is not a federal

agency primarily concerned with

public health?

1.CDC

2.NIH

3.FDA

4.FAA

REVIEW QUESTION 10

Which of the following is a function

of a state health agency?

1.Licensing health care professionals

2.Collecting vital statistics

3.Inspecting and licensing health care facilities

4.All of the above

GOODNIGHT!Thank you for attending the seminar.

Have a weekend!