Marketing plans and strategies are developed in the context of, and in response to, the broader macro environment. Although the environment cannot be controlled, organizations must recognize ongoing trends and factors that will likely affect their market success. Because the environmental factors are dynamic, a health care organization must maintain a continual monitoring process and adjust its marketing plans accordingly.
CHAPTER SUMMARY
1. Marketing strategy must be developed in response to and in concert with the broader macro environment. Economic, technological, social, competitive, and regulatory forces can all determine the effectiveness of any organizations marketing program.
2. In recent years, U.S. spending for health care has been highest among developed countries. However, per capita costs in the United States have slowed in recent years. The slowdown has been due to the economic recession, the Affordable Care Act, and drops in some major prescription drug costs.
3. Health care is a technologically driven industry that impacts quality, cost, information, and behavior. New technological advances dramatically affect the institutions and providers who deliver health care and determine how that care is delivered. In the short term, technological introductions have been found to have a complex effect on health care costs. Greater information power is now available in health care due to technology, and it has changed clinician and consumer behavior.
4. Technology is affecting consumer behavior. Consumers are now utilizing the Internet in ever-greater ways to access health information. Coupled with this use of the Internet for information is a greater level of transparency of health information regarding price and quality data on health care providers.
5. Transparency in health care is now a major factor. There are three forms: regulatory, which is either state sponsored or federal; self-motivated, in which the health care organizations are providing data on their own prices and/or quality; and third-party transparency sites, which are for-profit entities that provide information on health care organizations for the marketplace.
6. The changing demographics of the U.S. population represent significant opportunities for health care providers. Older consumersa fast-growing segmentare major utilizers of health care services and products. Today, the over-65-year age segment is increasing at a faster rate than the population at large. Health care organizations are responding to capture their loyalty as well as to meet their clinical needs by restructuring the system in a population health environment.See link below for instructions:
https://snhu.brightspace.com/d2l/lor/viewer/viewFile.d2lfile/47241/6406,1/
Chapters for assignment attached.
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