MH0056 - Public Relations & Marketing for Healthcare Organizations

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Summer 2013

Master of Administration in Healthcare Services Management - Semester 4

MH0056 - Public Relations & Marketing for Healthcare Organizations- 4 Credits

(Book ID: B1320)

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately

of 400 words. Each question is followed by evaluation scheme.

Q1. Describe the steps involved in healthcare marketing process. 10 marks

(Steps-2 marks, Explanation-8 marks)

Answer : Steps involved in healthcare marketing process:

1. Assessment

2. Comparative analysis

3. Define your vision and strategy

4. Build support and enthusiasm

5. Segment your market

6. Budget

Q2. What is marketing mix? Explain the four P’s of the marketing mix. 10 marks

(Definition-2 marks, Explanation -8 marks)

Answer : Marketing mix :

A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income. Sometimes the first P (Product) is substituted by presentation. See also marketing and mega marketing. The marketing mix is a business tool used in marketing and by marketing professionals

Q3. Discuss Porter’s five forces analysis. 10 marks

(Mentioning the five forces -2 marks, Explanation -8 marks)

Answer : Porter's five forces analysis :

Porter identified five factors that act together to determine the nature of competition within an industry.  These are the:

1. Threat of new entrants to a market
2. Bargaining power of suppliers
3. Bargaining power of customers (“buyers”)
4. Threat of substitute products
5. Degree of competitive rivalry

Q4. Explain market segmentation. 10 marks

(Definion-1 mark, Explanation-9 marks)

Answer: Market segmentation :

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Market segments allow companies to create product differentiation strategies to target them.

Q5. Discuss ethics, trends and issues in healthcare marketing. 10 marks

(Brief outline of healthcare marketing-1 mark, Explanation of ethics-3 marks, Explanation of trends- 3

marks, Explanation of issues-3 marks)

Answer : Healthcare marketing :

Healthcare marketing is a new approach to public health that applies traditional marketing principles and theories alongside science-based strategies to prevention, health promotion and health protection. Health marketing is one of the ways through which advancements in medicine and in health-protecting services like insurance are made widely known. A good example is the current drive in Kenya to promote circumcision among communities that do not customarily circumcise.

Q6. Describe the standard metrics used to evaluate public relations. 10 marks

(Key factors- 2 marks, Evaluation components-8 marks)

Answer : Key factors in standard metrics to evaluate public relations :

1. Metrics that are meaningful for one campaign or initiative may vary from the next. Metrics that are relevant and important to one industry or organization may vary from another.

2. More often than not, measurement delivers actionable insight by analyzing a combination of metrics.