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Marketing for Health Care (CSC 211 3.0Cr)
Health Services

Course Description

Every aspect of health care marketing has been severely impacted by managed care and economic forces over the last decade. In both the not-for-profit and for-profit arenas, hospitals, health care systems, medical groups, and payers have to be "smart” marketers. Regulatory restrictions, financial pressures, and fierce competition are issues health care marketers must confront while trying to market and promote services and programs. Health care marketers no longer have the luxury of a large budget to market elaborate stand-alone programs and services or tout their respective organization's image.

This course focuses on aligning health service offerings with the demands of markets in order to maximize customer/client value and organizational competitive advantage. Course components include: the nature of the marketing function; differences in services and product markets and marketing; market analysis; fundamentals of individual and organizational buying behavior; elements of the tactical marketing mix (service offering design, price, promotion and customer acquisition channels); and marketing plans.

Learning Objectives
After completing this course, students will be able to:

• Anticipate and predict how health care marketing will change with the current restructuring of the industry
• Assess a specific consumer population for buyer behavior and market segmentation
• Analyze a health care product or service in regards to the four Ps - product, price, place, and promotion
• Perform research within a given market to assess the marketability of a product or service
• Create strategies to partner with internal and external functions to promote a health care product or service
• Evaluate marketing programs and strategies in terms of legal and ethical appropriateness

Breadth of Assignments
This course utilizes a variety of assignment types in exploring the topics of Health Care Marketing including reading assignments, both online and textbook based, e-Lectures, individual assignments involving internet research and case studies of Middleboro, an online simulated community, journal and essay writing assignments, peer evaluations, graded exams, and group projects involving discussion board questions and thought collaboration.

Required Resources
Berkowitz, Eric N. (2003). Essentials of Health Care Marketing. Gaithersburg, Maryland: Aspen Publishers. ISBN: 0-76373-268-0

Marketing for Health Care
Health Services
Module/Topics

Module 1: The Marketing Process
• Current state of health care marketing
• Marketing presence and strategies of health care organizations
• Assessment of market position using techniques such as SWOT analysis or BCG matrix
• Impact of the Internet on health care delivery systems

Module 2: Understanding the Consumer
• Market research strategy for a product or service in a given community
• Targeting the appropriate market for a new product or service in a given community
• Consumer buying behavior required for a given program to gain customer acceptance

Module 3: The Marketing Mix
• Marketing strategy for a health care organization
• Promotional campaign for a product or service in a health care organization

Module 4: Marketing Research
• Conducting market research for proposed product or service in Team Marketing Project
• Investigating outside agencies that conduct market research for health care organizations

Module 5: Marketing Strategy
• Exploring the various marketing strategies used for existing products and services in the health care market
• Evaluating the market strategies and marketing plans for proposed products and services in the health care industry
• Evaluating the feasibility of proposed health care products and services

Module 6: Marketing Ethics
• Creating a personal code of ethics
• Investigating nationally published materials on marketing ethics
• Current legislation concerning health care marketing

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