Health Care Marketing

Week 1

100

is a process in which there is a systematic gathering of data from customers to identify their needs

MARKETING RESEARCH

200

represents goods, services, or ideas offered by a firm. In this text, the term product also will be used interchangeably with healthcare services and ideas

PRODUCT

300

focuses on what customers are willing to pay for a service. What price represents is addressed in the definition of marketing in terms of exchanges.

PRICE

400

represents the manner in which goods or services are distributed by a firm for use by consumers.

PLACE

500

is a good or service that is desired but not necessarily needed and defined as the “wish or desire for something.

WANT

Week 2

100

is the decline in buying power when price levels rise faster than income.

INFLATION

200

is the total amount of money earned by a person or family in one year.

Gross income

300

which is the income left after paying for taxes and necessities.

DISCRETIONARY INCOME 

400

refers to the innovations or inventions from applied science and research.

TECHNOLOGY

500

are statistics that describe members of a population in terms of who they are, where they live, and the types of jobs they have.

DEMOGRAPHICS

Week 3

100

a mental state of anxiety brought on because the consumer is unsure about the chosen alternative

COGNITIVE DISSONANCE

200

The consumer has developed loyalty to the provider. In product marketing, this situation is referred to as

BRAND LOYALTY 

300

involves extended search in low-involvement situations.

LIMITED DECISION MAKING 

400

was developed in the 1950s by social scientists within the U.S. Public Health Department to understand why individuals were not adopting healthier behaviors.

HEALTH BELIEF MODEL 

500

derived from economics and combines work from psychology, judgment, and decision-making into a better understanding of how individuals make decisions.

BEHAVIORAL ECONOMICS

Week 4

100

 is an approach in which an organization develops its marketing mix (the four P’s) to appeal to the broadest group—the largest number of people possible

MASS MARKETING STRATEGY 

200

is the process of grouping clusters of consumers who have similar wants or needs to which an organization can respond by tailoring one or more elements of the marketing mix.

MARKET SEGMENTATION

300

an organization can pursue several market segments with varying mixes.

MUTISEGMENT STRATEGY 

400

which is done by determining the attitudes, interests, and opinions of individuals to ideally generate lifestyle segments.

PSYCHOGRAPHICS 

500

the grouping of people based on the benefits sought from the product.

BENFIT SEGMENTATION