To begin, review the module resources. Then, consider the difference between a patient and a customer and the role of physicians and patients in healthcare marketing. In your initial post, address the following:
What are some of the ways that people shop—or don’t shop—for healthcare and medical care, and how can a healthcare organization’s marketing goals most effectively target these customers? Consider the SMART goal framework to support your response.
How can the relationship between physicians and health organizations (think of the complex power structure in hospitals) pose challenges to decision making in healthcare marketing?
What do you think are the most important ethical considerations that a healthcare organization must address when developing a marketing strategy for its patients and its physicians? Consider the methods for ethical decision-making you studied in Module Three.
In responding to your classmates, do you agree or disagree with their conclusions? Why or why not? What considerations did they discuss that you perhaps had not thought of? What suggestions can you provide your peers to help them further develop their conclusions?