Essential of Health Care Marketing

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Homework Week 1 Chapter 1 3-An orthopedic group practice has decided to develop a pediatric sports medicine programs. Identify potential target markets for this new service. Potential target for this service would be the community that has a concentrated amount of middle / high school consumers with a multiple athletic programs. Being inside the city, potential consumers would be typically resort to the emergency room, urgent care, clinic etc. I think that another potential target market could be a pediatric medical group with sup –specialties. The available specialties are endocrinology, psychology, and cardiology. Adolescent child tend to break bones frequently. Having a pediatric sports medicine department would be beneficial with therapy and healing. (berkowitz, 2011). 4- In developing the new pediatric sports medicine program, what are some of the uncontrollable environmental factors to consider? Uncontrollable factors: -Economical -Social -Rivaling Competitors 5- A major concern for many health care professionals is the belief that marketing “creates” needs. Explain the complexity of this issue. This is a complex issue because marketing in healthcare does not create needs. A need is a condition in which there is a deficiency of something. In this orthopedic group practice, they realized that there was a need/want for a pediatric sports medicine program. Health care professional’s responsibility demands treatment of that need. (berkowitz, 2011) 7- Explain the difference between existing customers, target markets, and stake-holders for an acute-care community hospital. Existing customers are individuals already using the services or is known by the facility. Target market is a particular group of customers that the organization wants to attract. This is most likely low income families or customers without insurance in their area. Stakeholders of
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