Instructions:
Provide a 100 word response to each question.
1. Define marketing and describe why it is important for healthcare managers to understand the key components of the marketing concept.
2. Define quality in healthcare. Describe the dimensions of healthcare quality.
Response for each question should be sat least 100 words long and no more than 200 words long.
Please ensure you cite your references in APA format with a minimum of 3 references (You may use your textbook as a reference and you should have a minimum of 2 academic outside references). Assignment will be graded based on the following areas: Foundation and synthesis of knowledge, application of knowledge critical thinking, writing skills, and organization of ideas and format.
here is an overview of this weeks readings:
Marketing Styles
In healthcare, there are two main fields or types of marketing that have emerged: social marketing and cause-related marketing. We have all seen both types of marketing in action.
Consider the marketing efforts inspired by Susan G. Komen for the Cure. In 1982, Nancy Brinker, with the support of a handful of dedicated friends and a mere $200, founded the Susan G. Komen Breast Cancer Foundation in memory of her sister. According to the Komen website, the Susan G. Komen Race for the Cure series is today “the world’s largest and most successful education and fund-raising event ever created” (Susan G. Komen for the Cure, n.d., para. 2).
Since its inception, the non-profit has harnessed the power of social marketing principles and techniques to garner a vast array of strategic partners and sponsors that represent a global network for breast cancer awareness. Other non-profit organizations have followed and created their own ribbons in a variety of colors and patterns.
In the past, marketing had been neglected as a management tool in healthcare; however, healthcare managers are now making the strategic choice to enable internal collaboration and enterprise-wide knowledge sharing in order to build a customer-driven healthcare organization. As a result, understanding and applying the essential elements of marketing falls squarely into the healthcare manager’s domain of responsibility.
MARKETING DEFINED
Let’s go back to the basics and define what marketing is: The American Marketing Association (2007, para. 2) defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” This definition illustrates the importance of a long-term value-based approach to satisfying customer needs and clarifies that customers in healthcare could be patients, physicians, or other organizations. Hence, managers with a focus on creating long-term relationships with these “customers” will likely achieve superior organizational performance than others.
The key concepts included in marketing are:
PRODUCT
PROMOTION
PLACE
PRICE
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