MH0056 - Public Relations & Marketing for Healthcare Organizations

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ASSIGNMENT

DRIVE	FALL 2014
PROGRAM/SEMESTER	MBADS – (SEM 4/SEM 6) / MBAN2 / MBAFLEX – (SEM 4) / PGDFMN – (SEM 2)
SUBJECT CODE & NAME	MH0056 - Public Relations & Marketing for Healthcare Organizations
BOOK ID	B1320
CREDITS	4
MARKS	60

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. Explain the concept of service and marketing. Discuss the steps involved in healthcare marketing process.

Answer: Service marketing has increased in importance in the 21st century thanks to growth in the service sector of the U.S. economy. More companies are offering intangible service solutions that require expanded marketing consideration beyond conventional product marketing. The marketing mix -- or the four P's of marketing (product, place, price and promotion) -- is relevant in marketing services as well as products. However, services

Q2. Discuss the various steps involved in marketing research.

Answer: Marketing research is the process of planning, collecting and analysing information that is related to a marketing decision that you have to make. Marketing research is vital as it provides you with the specific information you need to breakup or segment markets, decide on which areas to target, and to help identify the best way to position your business relative to your competitors.

As a fundamental part of business planning, market research can assist you by:

·         identifying new customers

·         understanding the size and nature of markets

·         improve understanding of current

Q.3: Describe the types of public relations research.

Answer: AREAS OF PUBLIC RELATIONS

Public relations is a multifaceted activity involving different audiences as well as different types of organizations, all with different goals and objectives. As a result, there are several specific areas of public relations.

PRODUCT PUBLIC RELATIONS Public relations and marketing work together closely when it comes to promoting a new or existing product or service. Public relations plays an important role in new product introductions by creating awareness,

Q.4: Discuss the current scenario of medical tourism in India.

Answer: These days it seems like every country in the world promotes itself as a haven for medical tourism. The reality is that in most cases they offer sub-standard facilities and limited skills/qualifications.

India has tens of thousands of skilled physicians and nurse practitioners. Over the last two decades, the economic boom in India has led to the building of medical facilities & infrastructure that rival the very best that western medical care that the west has to offer. Many of the physicians that practice in these hospitals and clinics have returned (to India) from the U.S. and Europe, leaving behind successful practices.

Q.5: Discuss the future of healthcare marketing.

Answer: For many years, healthcare trends have looked unsustainable - ageing populations result in more people needing care, while a declining workforce means fewer people to pay for, and actually deliver, that care. At the same time, an inexorable rise in the costs of care linked to long term conditions reflects the impact of modern lifestyles, as well as positive advances in medicine and public health. Up to now it has been possible to absorb these costs incrementally, but with the consequence that either a significant proportion of the population lose access to care for all but emergency procedures, or the debate focuses on the rationale for controlling access to treatments.

Spending on healthcare is becoming unsustainable

Q.6: Discuss the standard metrics to evaluate public relations in healthcare.

Answer:

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