Discussion: Performance and Post-Purchase Evaluations
Performance and post-purchase evaluations provide important marketing data for health care organizations. Many consumers evaluate health care products for their own purposes, but when they share this information with the providing organizations, they offer insights into whether products are meeting consumer needs and expectations. For this Discussion, you conduct performance and post-purchase evaluations on a health care product you have tried.
To prepare:
- Reflect on a time you have consumed a generic product and a brand-named product for the same health condition (e.g., taking Motrin and/or store brand of ibuprofen for headache relief).
Note: If you have not had this experience, interview someone who has.
- From the consumer perspective, assess both products using performance and post-purchase evaluations. Consider each of the benefits segments for both products (i.e., cost, effectiveness, convenience, etc.) and whether or not you would purchase either product again.
Discussion: Health Care Marketing Trends
The health care industry is constantly changing and evolving. This impacts many aspects of health care administration, including marketing. New health care marketing trends are emerging, and to remain competitive, organizations must be prepared to implement these trends and engage 21st-century consumers. For this Discussion, you examine the impact of health care marketing trends and recommend strategies to help organizations prepare for the future.
Note: In health care marketing and business communications, strong oral communication is essential. This Discussion was designed to give you the opportunity to practice your oral communication skills by preparing a 2-minute Kaltura video. As you prepare this video (and any communication in the future), consider the following: Who is your target audience? How can you keep the attention of your audience? What is the appropriate length for your message?
To prepare:
Imagine that you are the chief marketing officer for your health care organization. Prepare a 2-minute Kaltura video for the board of directors that addresses the following:
- How might marketing trends impact organizational strategic planning?
- What can the organization do today to better prepare itself for tomorrow’s marketing trends?
Note: If you do not currently work for a health care organization, select one that is of interest to you
Expert Solution Preview
Introduction: In my role as a medical professor, I am responsible for creating and evaluating assignments and providing feedback to college students. While my focus is on medical education rather than healthcare marketing, I can provide some insights and recommendations based on my understanding of the healthcare industry and consumer behavior.
1. Reflecting on a time you have consumed a generic product and a brand-named product for the same health condition, assess both products using performance and post-purchase evaluations. Consider each of the benefits segments for both products and whether or not you would purchase either product again.
From a consumer perspective, performance and post-purchase evaluations are critical in evaluating the quality and effectiveness of healthcare products. When comparing a generic product to a brand-named product for the same health condition, it is important to assess each product based on cost, effectiveness, convenience, and other benefits. While the cost of the generic product may be lower, its effectiveness and convenience may be inferior compared to the brand-named product. Therefore, it is important to evaluate the trade-offs and determine which product offers the best value for the consumer. Based on this evaluation, I would only purchase the generic product if there were no significant differences in benefits and if the cost savings were substantial.
2. Prepare a 2-minute Kaltura video for the board of directors as the chief marketing officer for a health care organization. Discuss how marketing trends might impact organizational strategic planning and what can the organization do today to better prepare itself for tomorrow’s marketing trends.
As the chief marketing officer for a healthcare organization, it is important to stay current with marketing trends and to prepare the organization for future changes. The emergence of new technologies, social media, and patient-driven healthcare models are some of the major trends that will impact healthcare marketing in the future. To remain competitive, healthcare organizations must be willing to adapt to these changes and to engage with 21st-century consumers.
One way to prepare for these changes is to focus on building a strong brand identity and reputation. By establishing a clear and consistent brand message, healthcare organizations can differentiate themselves from competitors and build trust with consumers. Another strategy is to invest in digital marketing and social media tools to reach and engage with consumers where they are most active. Finally, healthcare organizations should be willing to embrace patient-driven healthcare models and to prioritize patient experience and satisfaction.
By staying ahead of marketing trends and prioritizing consumer needs and preferences, healthcare organizations can remain competitive and provide high-quality care to their patients.
