Occupational Therapy Manager Chapter 8: Marketing Occupational Therapy

Which is NOT true about consumers today?

More than 50% of adults go online for healthcare information
Consumers still call their physician first when they have a health care concern
Eight million people look up health care-related issues online daily
Consumers expect value for their time and money

Consumers still call their physician first when they have a health care concern
Marketing objectives include which of the following?

Solicit certified and licensed personnel
Meet short and long-term strategic goals
Promote the disadvantages of your competitors
None of the above

Meet short and long term strategic goals
Which of the following is an example of a target market?
Chamber of commerce
Blue Cross insurance company
Children with ADHD
All of the above
All of the above
A consumer expects a product or service to do which of the following
Have personal value and purpose
The pricing of a product or service varies according to which of the following factors?

overhead costs
fair market value
contracted rate with an insurance company
all of the above

All of the above
Which of the following promotions is the most cost-effective?

Public relations
sales promotions
advertising
personal selling

Personal selling
What is an example of a sales promotion
offering free health screenings
Which of the following is the bat way to allow consumers to “experience” the service or products?

give free therapy sessions
develop a web site that allows consumers to interact with your service or product
tell consumers about the service or products in a monthly newsletter
none of the above

develop a website that allows consumers to interact with your service or product
Which of the following best describes packaging of a service or product?

content of brochure
type of wrapping the therapy supplies come in
how you describe your service or product to others
the consumer’s initial impression of your service or product

the consumer’s initial impression of your service or product
In what order are the steps in market management properly conducted
Analysis, planning, implementation, monitoring
The SWOT analysis is an assessment tool that evaluates which of the following?

Internal and external factors of an organization
emerging opportunities
possible factors that can negatively affect a service or product
All of the above

All of the above
The environmental assessment should evaluate all of the following EXCEPT

Buying habits of your target markets
lack of sufficient qualified personnel to provide the service
scope of practice
role of mobile devices in marketing your services

Lack of sufficient qualified personnel to provide the service
A marketing plan needs to include which of the following components

Company description
Description of services and products, action plan, monitoring measurements
advantages over competition, timeline, costs of each marketing strategy
all of the above

All of the above
Which of the following is true about implementing a marketing plan?

You need to make your employees a sales tool
you customize the marketing mix to each target market
you avoid telling consumers which insurance companies you contract with
A & B

A & B
You need to make your employees a sales tool AND
you customize the marketing mix to each target market
Which of the following is a characteristic of the social media?

not a good way to market to mass markets
most costly type of marketing strategy
different from traditional media in their use of a collaborative process among users
cannot demonstrate value

different from traditional media in their use of a collaborative process among users
What is an advantage of the social media?

You can reach more consumers all of the time
You have the opportunity to attract new clients every day
It is the most effect means of word-of-mouth selling
All of the above

All of the above
Relationship marketing does which of the following?

Gives consumers a personalized relationship with the services or product
Interferes with operations because consumers become too demanding
Allos informed decision making in purchasing new services or products
Both a and c

A and C

Gives consumers a personalized relationship with the service or product AND
Allows informed decision making in purchasing new services or products

Which of the following outcomes best represents market success?

All your consumer surveys give you positive ratings
You stay within your marketing budget
You establish your value and your consumers’ trust, promoting repeat business
You are easily accessible and noticeable from the street

You establish your value and your consumers’ trust, promoting repeat business
Which of the following statements is NOT true about the value of networking or collaboration?

Your risk losing business to your colleagues
You benefit from joint resources and advantages
You establish good public relations in your community
You promote your services and products through additional market channels

You risk losing business to your colleagues
The advantages of outcome marketing in health care include which of the following

It demonstrates value through objective measurements
It can build the confidence of your referral sources in you
It can promote your unique value to the payer
all of the above

all of the above
environmental assessment
evaluation of all forces and changes affecting the organization’s ability to conduct business effectively within the market
MArketing
the process of identifying and communicating to consumers thru a set of strategies and techniques intended to attract, persuade, and maintain them as purchasers of services and products
Marketing research
systematic gathering of data to use in understanding customers, markets, and marketing effectiveness
Organizational assessment
an organization’s evaluation of its effectiveness relative to the client population, the community, and the health care system
Outcome marketing
The use of evidence-based service or product outcomes to promote the results of processes or efforts
Packaging
the way a service or product appears from the outside or in the eyes of the customer
people
in marketing, the people internal and external to a business who are responsible for every element of implementing the marketing strategies
Place
the physical or virtual location where a service is obtained or a product is purchased
positioning
communication of the ways a service or product is a better value than similar services or the sum of the values that consumers exchange for the benefits of having and using the product or service
product
anything that can be used or consumed to satisfy a market’s need or want
promotion
method of communicating with customers about services and products
social media
virtual content technologies or social networks intended to communicate with, influence, and interact with peers and the global public
target market
the segment of the market with similar and measurable characteristics and needs that an organization desires to influence
4 steps in market management
analysis
planning
implementation
monitoring
7 Ps of marketing mix
product
place
price
promotion
positioning
packaging
people
Outcome measurements
the last step in market management, requires establishing a systematic approach to collecting data following implementation of the marketing strategies in a given time frame.
Components of a marketing plan
company description – who, what, where, when, and how
mission statement – 25 or fewer words
description of target market
description of products and services offered
Identification of the competition
Marketing objectives
Marketing Strategies
Action plan
Monitoring strategies
implementation
marketing campaign
Unlike other industries, marketing health care services also involves informing and influencing
third-party payers to establish service contracts and reimbursement for the therapy services and products provided to the consumer
main categories of occupational therapy target market
clients and potential clients
referral sources
payers
marketing is typically thought of as
promotion
location is often a very important element in decision making process for consumers so
promotional materials should supply them with exact addresses, landmarks, small maps or map links, parking info, etc.
slogans
short, memorable phrases that draw attention to the product or service
advertising
generally accomplished via paid media
business cards, brochures, & ad placements
Sales promotion
any initiative or incentive undertaken by an organization to promote an increase in sales, usage, or trial of a product or service.
value to the customer — coupons, free assessments, discounts, free samples, etc
public relations
methods and activities employed to establish and promote a favorable relationship with the public
disseminating news releases, writing articles, donating to charities, sponsoring a 5K race, etc.
most viable when they are visible to target market wish to influence
Personal selling
most effective and lest expensive type of promotion
Customer service is very important to the success of personal selling — in general, a pleased customer will tell 3 other people.
Positioning
how a service or product is a better value than similar services or products in the market place.
closely evaluate competition and compare product advantages and disadvantages. Depends on what customers think about the service and whether and what they tell other people about your service or product
First impression someone gets when they come into contact with the OTPs or an organization
PAckaging
People
Every employee of your practice/program is vital to the success of your marketing efforts
practical application of marketing techniques, functions and activities to achieve organizational objectives
market management

also — the systematic approach used to identify, persuade, and secure a target market for value and profit.

market analysis
use of assessment techniques to understand customers, markets, and marketing effectiveness
most critical step in market management
market analysis
two approaches to completing market analysis
organizational assessment and environmental assessment
implementation involves
identify the people and the experience
identify STG and LTG marketing
Identify the marketing budget (4% of expected gross income)
Selecting the marketing strategies (mix)
Create a timeline
Monitoring
monitoring and assessing the market strategies allows an organization to redirect its marketing efforts if necessary
Marketing success is dependent on
reaching your specific marketing goals, which include sound financial or reimbursement models AND
pursuing service or practice growth opportunities
Kotler (2003) defined marketing success through 4 basic growth opportunity frameworks
selling more current products to current customers
selling new products to current customers
selling more current products to new customers
selling new products to new customers
health care providers have been slow to take advantage of new technologies because
they can be costly , complicated, and time consuming to integrate into the medical model, heavily regulated and has overarching requirement to protect privacy
market analysis includes
an organizational analysis to identify its strengths and weaknesses and to plan activities for improvement and the environmental assessment examines the forces and changes affecting the organization’s ability to conduct business effectively within the market
functional outcome of the assessments are
identification of emerging trends
target market
unique products or services
competition
marketing mix
consists of various elements of the 7 Ps customized to each of the target markets you have identified as benefiting from your service