Healthcare and medical care

  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.