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What is marketing?

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-The activity, set of instructions, and processes of creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large -Plays a central role in satisfying customer needs -Build sustainable, value-driven healthcare consumers, physicians, intermediaries, or other orgs -Focus on creating long-term customer relationships to achieve superior performance over those who only focus on short-term results

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Marketing Functions

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Identify markets Promote the organization Marketing external relations Convincing patients to select your organization Attracting capable personnel

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Marketing is NOT

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Selling customers on what you think they need False advertising or claims Not meeting customers reasonable needs or demands

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Advertising

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Letting the customer know what products and services you have that are supposed to meet the customers' wants and needs Involves promotions, ads, TV & radio spots Costs big $$

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Customer

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The purchase of product, services, and ideas Purchaser of products or services may not necessarily be the ultimate healthcare consumer

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Hospital Business Model

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-Customer value: value by gaining access to quality care at reasonable cost -inputs: professionalized health care personnel -Processes: segregated jobs due to professional expertise -Revenue generation: insurance payments primary revenue

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External Evaluation

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customers competition other factors

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The 4 Ps pf marketing (Controllable factors)

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product price place promotion

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Uncontrollable strategic marketing factors

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political economic social and cultural technological regulatory competitive

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Social marketing

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the application of commercial marketing principles and techniques to influence behavioral change, of a specific target audience, in order to promote public health for the benefit of society as a whole

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Cause-related marketing

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links a for-profit company and its offerings to a societal issue, with the goal of building brand equity and increasing profits

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perfect competition

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many buyers and sellers, few barriers to entry

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monopolistic competition

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large number of small firms with similar but not identical products

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oligopoly

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dominated by few large companies

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monopolies

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fully consolidated markets with only one firm

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marketing management

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selecting target markets , creating, communicating and delivering value to selected customers in a manner that is both sustainable and differentiated from the competition

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strategic group

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identifies organizations that have similar business models and/or strategic orientations that is direct competition

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Competitive advantage: internal resources

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-important to ensure successful strategy and implementation -must be rare, valuable, difficult to imitate, and lack substitutes

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SWOT analysis

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strengths weaknesses opportunities threats

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segmentation (STP)

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dividing the total market into groups/segments that have relatively similar needs for products and services

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targeting (STP)

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concentration or multi-segment

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positioning (STP)

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techniques used by healthcare orgs and providers to position the brand image and offerings in the mind of the target market

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organizational behavior

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concentrates on organizational buyers, such as employers purchasing healthcare insurance for employees

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consumer behaviors

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totality of consumer's decisions with respect to the acquisition, composition, and disposition of goods, services, and time

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marketing plan

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written document that serves to guide marketing initiatives across the org has long-term timeline specific marketing activities that are short-term

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consideration for outcomes (levels)

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individual organizational societal

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complex systems

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-arrangements of interacting, interdependent parts that produce emergent behavior -internconnectedness, nonlinearity, and dynamism make complex systems unpredictable and challenging to manage

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creation of novelty and innovation

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mistakes and unexpected outcomes can create this provided learning occurs

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policy resistence

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tendency for interventions to be delayed, diluted, or defeated

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organizational learning

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learning involves acquisition of knowledge or skills through study, instruction, or experience

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single-loop learning

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simple error and correction process using existing policies, plans, values, and rules

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double-loop learning

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attempt to close gap between desired and actual states of affairs by questioning and modifying existing, policies, plans, values, and rules

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adaptive learning

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problems solvers adjust their behavior and work processes in response to changing events or trends promoted by single-loop learning

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generative learning

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problem solvers attempt to eliminate problems by changing the underlying structure of the system promoted by double-loop learning

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limits of organizational learning

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-members usually possess only limited info, often ambiguous or inaccurate -members routinely engage in unscientific reasoning due to judgment errors and biases -org. learning often bumps up against practical problems and competing priorities

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innovation and learning

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not all learning involves innovation, but all innovation involves learning

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Misconceptions, biases, & myths about innovation and learning

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"innovation is good" "there's a formula" "innovation is linear"

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pro-innovation bias

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innovations are economically, socially valuable and desirable

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halo effect

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inferring specific characteristics from impressions or feelings

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innovation journey

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involves proliferation of ideas, frequent reinvention, with multiple entrepreneurs engaging, disengaging and re-engaging over time

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genesis

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essence of idea develops over years with unpredictable events setting the stage

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mult role of management in the innovation journey

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can be sponsor, mentor, critic, and institutional leader

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maximizing serendipity

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discovery involves an element of surprise

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successful team leaders

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select members for ability to work together and willingness for input, frame challenge as implementation of organizational challenge, and create climate of psychological safety

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demand for health care

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is growing at a rate twice the national economy

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physicians

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-pre-medical students can obtain a degree in any subject -must grad. with strong foundation in math, bio, chem, & physics

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National Residency Matching Program (NRMP)

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matching process for graduating med students for Graduate Medical Education (GME)

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length of residency training program

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3-10 years

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residency work hours

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no more than 80 hrs/week & in-house continuous duty not to exceed 24 hours

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consequences of work hour reduction

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increased use of contract physicians or mid-level practitioners, PAs, and nurse practitioners

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physician licensure/board certification

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physicians eligible to obtain license to practice medicine after one year of post-grad training certificates time-limited: retake exam every 6-10 years

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Continuing medical education

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-must complete certain # of continuing medical education (CME) credits to maintain licensure

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Accreditation Council for Continuing Medical Education (ACCME)

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established criteria for determining which educational providers are quality CME providers

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physicians influence 90% of spending

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"the most expensive piece of medical equipment is the physician's pen"

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National Practitioner Data Banks (NPDB)

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-created to have a system to identify, discipline and report those who engage in unprofessional behavior -intent is to restrict the movement of incompetent physicians and dentists from state to state without disclosure

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International Medical Graduates (IMGs)

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can be US born citizens who attend school abroad, or foreign-born nationals who come to the US -26% of US physician workforce

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laws protecting against conflict of interest among physicians

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some states enacted laws to prohibit pharmaceutical or medical device companies from giving more than $100 in gifts to a physician/organization

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conflict of interest

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when an individual can be influenced by money or other considerations to act in a way that is contrary to the good of the organization for whom he or she works or the patient for who he/she should be advocating in their best interests

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conflict of interest policies

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-employees must disclose any conflict of interests for themselves or their family members, including spouses -COI docs must be updated annually -health care manager responsible for the documentation and policy enforcement

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which of the following is NOT considered a major player in the US health care system?

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all of the above are major players -government -large employers -physicians -insurance executives

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the main difference between direct care and non-direct care settings is:

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provision of care

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which of the following statements about US health care system is FALSE?

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US health care system is efficient and well coordinated

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health care policy is:

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every health care manager's job

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which are potential benefits in having clinical data automated and being able to exchange with other care settings?

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B and C -reduction in the number of repeat tests needed -ability to more quickly identify relevant info about the patient

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external domains of health care management include all of the following except:

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patient satisfaction

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which of the following competencies is more leadership oriented than management oriented?

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determining strategies for the future

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the healthcare leader who is concerned about the future as well as today's business must:

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continuously reassess how he/she fits in the organization

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which of the following are considered to be types of extrinsic rewards

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praise and benefits

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which of the following are considered to be a good motivational strategy?

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tailor reqrds

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which of the following statements about motivation is true?

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motivation is not manipulation

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which of the following is not part of the market assessment model?

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power of hospitals

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larger organizations are more likely to have all of the following except

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informal chain of command

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maslow's needs-based theory of motivation includes the following types of needs?

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belonging

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which aspects of the SWOT analysis aim to identify external market forces?

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market assessment

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the definition of quality provided by the institute of medicine is the most widely accepted definition of health care quality. which of the following are NOT parts of the definition?

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they should provide value consistent with the cost structure of the health care organization

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the failure to provide service whose benefit is greater than its risk is the definition of which of the following terms?

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underuse

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what key concepts are in common between CQI and six-sigma approaches?

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measuring processes and outcomes data collection applying statistical process control

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in the glickman article, which of the following was NOT a factor emphasized by the article?

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employee motivation

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by definition, which of the following is true about electronic medical records?

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considered a legal record

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which of the following is true?

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EMR adoption in physician offices is lower than in hospitals

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which of the following is protected health information?

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type of care provided past or present physical or mental health conditions name, address, and social security number

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which of the following is NOT a structural aspect of quality in the baldrige health care criteria

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staff focus

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which statement is NOT TRUE about the great man theory?

answer

behavior is an important component in determining what makes a good leader

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