Physicians and Patients in Healthcare Marketing: Goals and Ethical Considerations

For this discussion, you will consider the relationship between
physicians and health organizations and examine how this informs
healthcare marketing. You will also consider the role of the patient and
customer and the ways in which they shop—or don’t shop—for healthcare,
and you will examine how a healthcare organization’s marketing goals can
most effectively target these individuals. In addition, you will
determine the ethical considerations that need to be addressed when developing a marketing strategy that includes patients and physicians among its target audience.

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:

  1. 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.
  2. 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?
  3. 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?

 

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Physicians and Patients in Healthcare Marketing: Goals and Ethical Considerations was first posted on January 17, 2020 at 1:49 pm.
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