MH0056 – Public Relations & Marketing for Healthcare Organizations

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ASSIGNMENT

DRIVE	FALL 2016
PROGRAM	Master of Business Administration in Healthcare Services Management – MBA(HCS)
SEMESTER	Semester 4
SUBJECT CODE & NAME	MH0056 – Public Relations & Marketing for Healthcare Organizations
BK 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.

Question. 1. Explain the market for healthcare. Add a note on the factors attracting corporates to health sector.

Answer: A good marketing plan allows you to anticipate, assess, prepare, build a road map to follow, cover-your-bases, construct necessary support systems, protect yourself and dramatically improve your chances for marketing success. A plan is an essential business tool for hospitals, medical groups or provider practices.

Critical Elements of a Marketing Plan

Question. 2. Discuss the various steps involved in marketing research.

Answer: Marketing research process is a set of six steps which defines the tasks to be accomplished in conducting a marketing research study. These include problem definition, developing an approach to problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.

Stages of marketing research process

Step 1: Problem Definition

The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers,

Question. 3. Describe the types of public relations research.

Answer: Research in public relations management requires the use of specialized terminology. The term primary research is used to designate when we collect unique data in normally proprietary information, firsthand and specifically relevant to a certain client or campaign. Stacks (2002). Primary research, because it is unique to your organization and research questions, is often the most expensive type of data to collect. Secondary research refers to research that is normally a part of public domain but is applicable to our client,

Question. 4. Discuss the current scenario of medical tourism in India.

Answer: Medical tourism is a growing sector in India. In October 2015, India's medical tourism sector was estimated to be worth US$3 billion. It is projected to grow to $7–8 billion by 2020. According to the Confederation of Indian Industries (CII), the primary reason that attracts medical value travel to India is cost-effectiveness, and treatment from accredited facilities at par with developed countries at much lower cost. The Medical Tourism Market Report: 2015 found that India was "one of the lowest cost and highest quality of all medical tourism

Question. 5. Discuss the future of healthcare marketing.

Answer: In today’s digital world, consumers are no longer reliant on traditional methods of communication to get their information, e.g., billboards, direct mail, radio ads, etc. Mobile technology and the rise of smartphones have made information easily accessible, therefore to keep up with consumers’ evolving demands, marketers – and specifically healthcare marketers – must be flexible and willing to adapt with this shift.

Given one out of every 20 Google searches are healthcare-related, the behavior of the average consumer has evolved with higher expectations from their

Question. 6. Explain the standard metrics to evaluate public relations in healthcare.

Answer: 1. A measurement framework: First, we must adopt a common measurement framework based communications theory and public relations theory. Note that I do not say a single measurement framework. A starting point is a model based on activities, outputs, engagement, outtakes, outcomes shown in the diagram below (for additional discussion see Michaelson and Stacks 2010). These models have their origins in information theory (Shannon and Weaver 1949, Berlo 1960). Any similar model is suitable provided that it cover the panorama from activities to business outputs. Feel free to adapt this model to your needs if it proves useful.

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