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Occupational Therapy Manager Chapter 8: Marketing Occupational Therapy

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Which is NOT true about consumers today? More than 50% of adults go online for healthcare information Consumers still call their physician first when they have a health care concern Eight million people look up health care-related issues online daily Consumers expect value for their time and money
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Consumers still call their physician first when they have a health care concern
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Marketing objectives include which of the following? Solicit certified and licensed personnel Meet short and long-term strategic goals Promote the disadvantages of your competitors None of the above
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Meet short and long term strategic goals
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Which of the following is an example of a target market? Chamber of commerce Blue Cross insurance company Children with ADHD All of the above
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All of the above
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A consumer expects a product or service to do which of the following
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Have personal value and purpose
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The pricing of a product or service varies according to which of the following factors? overhead costs fair market value contracted rate with an insurance company all of the above
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All of the above
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Which of the following promotions is the most cost-effective? Public relations sales promotions advertising personal selling
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Personal selling
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What is an example of a sales promotion
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offering free health screenings
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Which of the following is the bat way to allow consumers to “experience” the service or products? give free therapy sessions develop a web site that allows consumers to interact with your service or product tell consumers about the service or products in a monthly newsletter none of the above
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develop a website that allows consumers to interact with your service or product
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Which of the following best describes packaging of a service or product? content of brochure type of wrapping the therapy supplies come in how you describe your service or product to others the consumer’s initial impression of your service or product
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the consumer’s initial impression of your service or product
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In what order are the steps in market management properly conducted
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Analysis, planning, implementation, monitoring
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The SWOT analysis is an assessment tool that evaluates which of the following? Internal and external factors of an organization emerging opportunities possible factors that can negatively affect a service or product All of the above
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All of the above
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The environmental assessment should evaluate all of the following EXCEPT Buying habits of your target markets lack of sufficient qualified personnel to provide the service scope of practice role of mobile devices in marketing your services
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Lack of sufficient qualified personnel to provide the service
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A marketing plan needs to include which of the following components Company description Description of services and products, action plan, monitoring measurements advantages over competition, timeline, costs of each marketing strategy all of the above
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All of the above
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Which of the following is true about implementing a marketing plan? You need to make your employees a sales tool you customize the marketing mix to each target market you avoid telling consumers which insurance companies you contract with A & B
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A & B You need to make your employees a sales tool AND you customize the marketing mix to each target market
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Which of the following is a characteristic of the social media? not a good way to market to mass markets most costly type of marketing strategy different from traditional media in their use of a collaborative process among users cannot demonstrate value
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different from traditional media in their use of a collaborative process among users
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What is an advantage of the social media? You can reach more consumers all of the time You have the opportunity to attract new clients every day It is the most effect means of word-of-mouth selling All of the above
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All of the above
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Relationship marketing does which of the following? Gives consumers a personalized relationship with the services or product Interferes with operations because consumers become too demanding Allos informed decision making in purchasing new services or products Both a and c
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A and C Gives consumers a personalized relationship with the service or product AND Allows informed decision making in purchasing new services or products
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Which of the following outcomes best represents market success? All your consumer surveys give you positive ratings You stay within your marketing budget You establish your value and your consumers’ trust, promoting repeat business You are easily accessible and noticeable from the street
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You establish your value and your consumers’ trust, promoting repeat business
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Which of the following statements is NOT true about the value of networking or collaboration? Your risk losing business to your colleagues You benefit from joint resources and advantages You establish good public relations in your community You promote your services and products through additional market channels
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You risk losing business to your colleagues
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The advantages of outcome marketing in health care include which of the following It demonstrates value through objective measurements It can build the confidence of your referral sources in you It can promote your unique value to the payer all of the above
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all of the above
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environmental assessment
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evaluation of all forces and changes affecting the organization’s ability to conduct business effectively within the market
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MArketing
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the process of identifying and communicating to consumers thru a set of strategies and techniques intended to attract, persuade, and maintain them as purchasers of services and products
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Marketing research
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systematic gathering of data to use in understanding customers, markets, and marketing effectiveness
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Organizational assessment
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an organization’s evaluation of its effectiveness relative to the client population, the community, and the health care system
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Outcome marketing
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The use of evidence-based service or product outcomes to promote the results of processes or efforts
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Packaging
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the way a service or product appears from the outside or in the eyes of the customer
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people
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in marketing, the people internal and external to a business who are responsible for every element of implementing the marketing strategies
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Place
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the physical or virtual location where a service is obtained or a product is purchased
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positioning
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communication of the ways a service or product is a better value than similar services or the sum of the values that consumers exchange for the benefits of having and using the product or service
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product
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anything that can be used or consumed to satisfy a market’s need or want
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promotion
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method of communicating with customers about services and products
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social media
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virtual content technologies or social networks intended to communicate with, influence, and interact with peers and the global public
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target market
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the segment of the market with similar and measurable characteristics and needs that an organization desires to influence
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4 steps in market management
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analysis planning implementation monitoring
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7 Ps of marketing mix
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product place price promotion positioning packaging people
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Outcome measurements
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the last step in market management, requires establishing a systematic approach to collecting data following implementation of the marketing strategies in a given time frame.
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Components of a marketing plan
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company description – who, what, where, when, and how mission statement – 25 or fewer words description of target market description of products and services offered Identification of the competition Marketing objectives Marketing Strategies Action plan Monitoring strategies
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implementation
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marketing campaign
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Unlike other industries, marketing health care services also involves informing and influencing
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third-party payers to establish service contracts and reimbursement for the therapy services and products provided to the consumer
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main categories of occupational therapy target market
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clients and potential clients referral sources payers
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marketing is typically thought of as
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promotion
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location is often a very important element in decision making process for consumers so
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promotional materials should supply them with exact addresses, landmarks, small maps or map links, parking info, etc.
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slogans
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short, memorable phrases that draw attention to the product or service
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advertising
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generally accomplished via paid media business cards, brochures, & ad placements
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Sales promotion
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any initiative or incentive undertaken by an organization to promote an increase in sales, usage, or trial of a product or service. value to the customer — coupons, free assessments, discounts, free samples, etc
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public relations
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methods and activities employed to establish and promote a favorable relationship with the public disseminating news releases, writing articles, donating to charities, sponsoring a 5K race, etc. most viable when they are visible to target market wish to influence
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Personal selling
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most effective and lest expensive type of promotion Customer service is very important to the success of personal selling — in general, a pleased customer will tell 3 other people.
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Positioning
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how a service or product is a better value than similar services or products in the market place. closely evaluate competition and compare product advantages and disadvantages. Depends on what customers think about the service and whether and what they tell other people about your service or product
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First impression someone gets when they come into contact with the OTPs or an organization
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PAckaging
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People
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Every employee of your practice/program is vital to the success of your marketing efforts
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practical application of marketing techniques, functions and activities to achieve organizational objectives
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market management also — the systematic approach used to identify, persuade, and secure a target market for value and profit.
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market analysis
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use of assessment techniques to understand customers, markets, and marketing effectiveness
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most critical step in market management
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market analysis
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two approaches to completing market analysis
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organizational assessment and environmental assessment
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implementation involves
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identify the people and the experience identify STG and LTG marketing Identify the marketing budget (4% of expected gross income) Selecting the marketing strategies (mix) Create a timeline
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Monitoring
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monitoring and assessing the market strategies allows an organization to redirect its marketing efforts if necessary
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Marketing success is dependent on
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reaching your specific marketing goals, which include sound financial or reimbursement models AND pursuing service or practice growth opportunities
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Kotler (2003) defined marketing success through 4 basic growth opportunity frameworks
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selling more current products to current customers selling new products to current customers selling more current products to new customers selling new products to new customers
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health care providers have been slow to take advantage of new technologies because
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they can be costly , complicated, and time consuming to integrate into the medical model, heavily regulated and has overarching requirement to protect privacy
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market analysis includes
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an organizational analysis to identify its strengths and weaknesses and to plan activities for improvement and the environmental assessment examines the forces and changes affecting the organization’s ability to conduct business effectively within the market
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functional outcome of the assessments are
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identification of emerging trends target market unique products or services competition
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marketing mix
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consists of various elements of the 7 Ps customized to each of the target markets you have identified as benefiting from your service