Lecture 5: Marketing and PR Flashcards by Jessica Deak

Marketing and PR: Meeting the needs of the consumer during the exchange of ______ for _______

Services

Money

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Heatlh Care marketplace: Historically, little ______ for patients
Advertising one’s services considered ___________

Competition

Unprofessional

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_______ is a new phenomenon in health care

Marketing

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Factors affecting the patient population:

In the 1980’s, __ ______ census declined
Alternative practitioners _______
Alternative practitioners had _____ _____

In patient

Increased

Direct access

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Marketing is a process that integrates the following: (5 things)

Selling
Advertising
Market research
New product development
Customer service

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Goal of marketing:

To enhance patient _________

Satisfaction

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Goal of marketing:
Services delivered must be:
\_\_\_\_\_ effective
\_\_\_\_\_\_\_\_\_
Desirable to the \_\_\_\_\_\_\_ they are designed to reach

Cost

Competitive

Population

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Exchange process:
The PT provides ________ to consumers
The PT interacts with a variety of resources for _______ of services: In this case the PT is the _______

Services

Exchange

Consumer

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Exchange process: When the PT is the consumer, what does this involve?

Labor market for employees
Vendors for equipment
Financial for money

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Marketing is the __________ of every member of the organization

Responsibility

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Marketing responsibility: Have to be _______ to the organization

Committed

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Marketing responsibility: Understand the ______ and ______ of the organization

Mission

Objectives

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Market Oriented PT:

When the PT practice is oriented to the ______ of the patient, it is considered to be a market oriented practice

NEEDS

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Market Oriented PT: Attention to special needs of the consumers, including (3)

Hours
Physical space
Services

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Market Response: How ______ an organization can respond to the needs of the market place depends on _____ and ______ factors

Rapidly

Internal and external

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Market Response: Internal factors include:

Lack of resources, skill, or desire

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Market Response: External factors include:

From competitors

From the interested public

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What are some examples of business constraints from outside sources?

Government
Community
The Media
Financial institutions
Professional organizations
Independent regulatory agencies

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Constraints: The government permits what you _______, there are ______ laws.

Have to have a ______ to be a PT

Build
Zoning

License

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Constraints: Community:

Certain that are ___ _________ in community

NOT ALLOWED

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Constraints: The Media: Always opportunity for media to ______ positively/negatively what you do

Highlight

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Constraints:
Financial institutions:
Constraints on who can get a _____, at what _____ _______ what needs to be demonstrated to get one

Loan

Interest rate

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Constraints: Professional organizations:

Include what?

Behavior

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Constraints: Independent regulatory agencies include what?

Licensing boards

Accrediting bodies

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The strategic marketing process: The market oriented concept of marketing: The potential market can be divided based on their ________ _____

Particular needs

The strategic marketing process: The market oriented concept of marketing: Potential buyers will respond favorably to the _____ or _______ that comes closest to meeting their specific needs and wants

Product Service

The strategic marketing process: The market oriented concept of marketing: Adopting an effective marketing plan that will help the organization _____ and _____ their customers

Attract and retain

The strategic marketing process includes what 6 things?

``` Market analysis Select target market Marketing strategy Implement plan Monitoring Appraisal ```

Foundation of strategic marketing process is the:

Strategic business plan

The process of _________ and _______ are intertwined.

Strategic planning | Marketing

What does a SWOT analysis stand for?

Strengths Weaknesses Opportunities Threats

What are the 4 types of market analysis?

1. Analyses of the environment 2. Market characteristics and customer behavior 3. Market segmentation 4. Demand measurement and forecasting

Environmental analysis: What are the trends, opportunities, and threats facing the organization now and in future? You want to look at these 6 things

``` Demographics Economics Natural environment Technology Legislative environment Cultural environment ```

Market Characteristic Analysis: Insight into the market: Who are the _____ and _____ buyers? What _____ and _____ do consumers buy? Circumstances under which they will _____ Who is involved in the ________ of service What ________ the market Where and how does exchange of ________ occur

``` Present and future Products and services Buy Exchange Motivates Services ```

Examples of parties involved

Insurance company Parent Physician Child

What parties are looking for: Insurance company:

Cost effective services

What parties are looking for: Parent:

Looking for convenience

What parties are looking for: Physician:

Control over care, feedback

What parties are looking for: Child:

Happy with service

Market segmentation: A PT practice cannot be ____ things to _____ people

ALL ALL

Market segmentation: Choose the market segment you can serve effectively, examples?

Geriatrics Pediatrics Orthopedics Neuro

Demand measurement forecasting: ``` Analyze ____ experience ______ patients, past and current Ask ______ in PT for their input Demographic information including: _______ ______ and _______ in the area ______ trends ```

``` Past Survey Expert Home buyer, construction Environmental ```

Marketing strategy: | Methods chosen to address the ____ of the chosen population

NEEDS

Marketing strategy: Developing ____ _____ is a goal

Market share

Marketing strategy: Gaining a _______ edge is a goal

Competitive

Marketing strategy: Meeting the ______ of the _______ is a primary goal

Needs | Consumer

Marketing strategy: Differentiate between what the organization can ______ and what it cannot _______

Control | Control

The demands for services includes what 8 types of demand?

``` Negative Lack of Latent Faltering Irregular Full Overfull Unwholesome ```

What is negative demand?

Market has an AVERSION to the product of service | A group of couch potatoes approached to join a fitness program

What is lack of demand? _______ should create demand

Marketing

Lack of demand: There is a lack of demand if: Product has __ _______ ______ No _____ to a particular group of consumers Product is ___________

No known value Value Unfamiliar

Lack of demand: An osteoporosis prevention program may be of little interest to _______ _______ adults

Healthy, young

What is latent demand?

STRONG demand, but the service is NOT currently available

Latent demand: When the service is available, the latent demand must be _______ with the new service .... make people ______ it is available

Matched Aware

What is faltering demand?

Demand for an existing service is on the DECLINE

Faltering demand: | There are more _______ services that are available that are less ______, more _______, more _______

Attractive Costly, convenient, attractive

What is full demand?

Maintain the level of demand with full utilization of personnel and resources

With full demand, demand for services is_______ there

Always

What is overfull demand?

Demand for services EXCEEDS the ability of the organization to supply it.

Overfull demand: _____ waiting periods to start PT are an example of this _______ in treatment in the hospital

Long Delays

What is unwholesome demand?

A level of demand that is detrimental to the organization and/or patient

Unwholesome demand: Excessive demand for the PT may result in not producing a _______ outcome

Beneficial

What are the 4 P’s of the marketing mix?

Product Place Price Promotion

Product: What are examples of the features?

Types of services Staff skill Specialization Availability of service Physical environment Technology Customer service

Place: _________ where PT is offered _______ of the case load dictates much about the ______ space Physical space may attract a ______ type of patient

Location Nature, physical Certain

Price: How ________ and how ________ a practice will be relates to the price for services and how the practice is organized ____________

Marketable Profitable Financially

Promotion: includes what 4 things?

Advertising Personal selling Sales promotion Publicity

What are the 5 R’s of measuring advertising effectiveness?

``` Reach Repetition Reading Recognition Recall ```

What are the 5 R’s of measuring advertising effectiveness? Reach includes what _____ ________ are reached

Target populations

What are the 5 R’s of measuring advertising effectiveness? Repetition should occur more than ____ time, _____ recognition

One | Name

What are the 5 R’s of measuring advertising effectiveness? Reading: Number of people who _____ your material, not just ____ it

Read | Get

What are the 5 R’s of measuring advertising effectiveness? Recognition: Number of people who ________ your message

Recall

What are the 5 R’s of measuring advertising effectiveness? Recall: Number of people who can ______ being exposed to the advertising message

Remember

How much to spend on advertising? Can be ______% of budget Expenditures should be modified and monitored for ______ ____ ___________

1-2% Return on Investment

Trends in PT marketing: Market ____________ Market _______ Innovative Marketing ___________ _______ and __________ service

Segmentation Research Communications Quality and customer

Public relations program: Parts of a Public Relations Program: 3 things

Advertising Publicity Program visibility

What is public relations?? The developing and maintaining of a ________ ______ _______ between ________ and their _______,_______, and ______

Favorable public image Public, suppliers and staff

Public relations: A very important component of _______ ________

Professional practice

How can be get the word out?

``` Advertising Cost Control over what is said Less credibility Publicity No cost No or little control over what is said Greater credibility ```

Publicity: Has greater _________ than advertising

Believability

What are some examples of publicity?

``` Writing articles Interview on radio, tv Newspaper coverage Magazine articles Speaking before community groups ```

Speaker’s Bureau: Volunteers to speak to: ``` Patient _________ ______ Hospital ___ __________ program ______ programs ____ and ____ scouts ______ days ```

``` Support groups In service Civic Girl and boy Career ```

Public relations is an ________

Investment

PR: The image you project: Are you __________? Think about ____ and ____ Do you have a _______ effect? Is publicity _______?

Memorable Logo and colors Cumulative Positive

Use satisfaction surveys to find out .....

How your practice RANKS among: Patients Referring sources Other professionals

The value of a good name: Name ______ Name is figured into the _______ of the practice There is a value to associating with the _____

Recognition Valuation Name

Lecture 5: Marketing and PR Flashcards

(86 cards)