Health Care Marketing Information Matrix

Health Care Marketing Information Matrix

There are a variety of information sources that may be used by consumers to obtain information relating to the marketing of health care products and services. The matrix found in Week One of the student website is intended to assist you in organizing the information contained in these sources. Consider the types of marketing messages that these information sources may contain and the reliability of the marketing message. Following the provided example, identify three examples of your own.

Resource: Health Care Marketing Information Matrix grading criteria located on the student website.

Complete the Health Care Marketing Information Matrix located on the student website. This assignment is due Week One.

Week 2:

Government Regulatory Agencies and Impact on Consumer Choices Outline

Resource: Government Regulatory Agencies and Impact on Consumer Choices Outline grading criteria located on the student website.

Resource: University of Phoenix Material: Agency Overview located on the student website

Health care consumers and providers have access to a variety of health care products and services, which may be a benefit and a challenge. Governmental oversight of health care products and services exist and affect both the type and quality of products and services to which health care consumers have access. Health care products and services are regulated by a variety of governmental agencies, such as the following:

The Food & Drug Administration (FDA)

The FDA Division of Drug Marketing, Advertising, and Communications (DDMAC)

The U.S. Department of Health and Human Services (HHS)

Centers for Medicare & Medicaid Services (CMS)

To prepare for the Government Regulatory Agencies and Influence on Consumer Choices Presentation due in Week Five, you must develop a content outline that is submitted to me for approval in Week Three. This outline serves as the foundation for your presentation.

Explore the agencies in the government links pertaining to the government agencies in the Health Care Web Links section on the student website and the University of Phoenix Material: Agency Overview document.

Select a government agency and product or service category.

Write a 350- to 700-word outline to turn in to me for review. Include the following:

The identity of the agency and the role of the governmental agency selected

The health care product or service category selected

Your initial rationale for selecting this area of focus

Week 3:

Demographic Paper

Resource: Demographic Paper grading criteria located on the student website.

You have been designated by the senior management team at a community hospital to write a summary on the effects of changes in population demographics on the needs and services for a selected population.

Identify the population on which your case study will focus, such as the aging population, patients with a particular chronic disease, children, patients with AIDS, patients requiring long-term care, or emergency management.

Write a 1,050- to 1,400-word paper about the demographic you selected. Include the following in your paper:

Identify the targeted population.

Gather data about the population demographics.

Describe the general impact that changing demographics may have on the health care market.

Why and how will changes in the demographics of this population affect health care?

Identify two key health care-related challenges to this population, such as increases in health care costs, increases in prescription drug costs, or the need for in-home medical care.

Describe how a chronic disease wellness program may affect the costs for this demographic.

What do the demographics tell you about the marketing needs or services needed for this population?

How can the individual patient, the community, and society as a whole address these challenges?

Format your paper consistent with APA guidelines.

Include a minimum of three peer-reviewed references, not including the textbook.

Week 4:

Communication Paper

Resource: Communication Paper grading criteria located on the student website.

There are a variety of communication modalities available to health care consumers and health care providers. These modalities and venues of communication may entail benefits and challenges to both consumers and providers.

Select one communication modality used for marketing in health care.

Write a 700- to 1,050-word paper about a communication modality used in health care. Include the following in your paper:

Identify one specific mode of communication used by consumers and health care providers, such as e-mail, a web-based forum, or electronic medical records.

List and discuss the following:

One benefit to the patient

One aspect relating to the values and importance of maintaining patient confidentiality when using this mode of communication

One reason this mode is an effective means of communication between consumers and providers

How does this mode of communication differ from others?

How might media and social networking change communication in health care?

How is this mode of communication used to market health care products or services, if applicable?

Format paper consistent with APA guidelines.

Include a minimum of three peer-reviewed references, not including the textbook.

Week 5:

Government Regulatory Agencies Team Presentation

Resource:Government Regulatory Agencies and Impact on Consumer Choices Presentation grading criteria located on the student website.

Health care consumers and providers have access to a variety of health care products and services, which may be a benefit and a challenge. Governmental oversight of health care products and services exists and may affect the type and quality of products and services to which health care consumers have access. Health care products and services are regulated by a variety of governmental agencies, such as the following:

o The Food & Drug Administration (FDA)

o The FDA Division of Drug Marketing, Advertising, and Communications (DDMAC)

o The U.S. Department of Health and Human Services (HHS)

o Centers for Medicare & Medicaid Services

Identify one governmental agency and one health care product category or service that is regulated or overseen by this agency.

Explore the agencies in the government links in the Health Care Web Links section on the student website.

Create a 12- to 15-slide Microsoft® PowerPoint® presentation that includes the following:

o Identify the identity and role of the governmental agency selected.

o Identify the overall set of health care products or services that the agency is responsible for overseeing or regulating.

o Identify the specific health care product or service category on which your presentation focuses.

o Identify three advantages of regulatory oversight for the selected health care product or service category to the consumer.

o Identify three advantages of regulatory oversight for the selected health care product or service category to the health care provider.

o Identify one way in which the role of the agency and the product or service it regulates or oversees affects consumer choice in the health care marketplace.

o Identify health care costs for consumers.

o Identify factors that contribute to the consumer’s choice of providers.

o Include a conclusion.

o Include a minimum of five references that must be cited in the final slide.

Include detailed speaker notes with the presentation.

Discussion Questions:

What are the benefits and risks of advertising and marketing health care products and services to potential health care consumers? List two benefits and two risks and explain your rationale for your answer.

What are the pros and cons of governmental regulation of health care products and services to the consumer? List two pros and two cons and also explain your rationale for your answer.

What are the effects of government sponsored healthcare programs for special population- children, older adults, patients with specific diseases, and so forth- on health care costs and health care access?

What choices does a consumer have to make when deciding on health care coverage options? With the choices that you provided, why do you think they are important? Think about when you were deciding on health care coverage.

What effects will changing population demographics have on health care costs and services?

What are the benefits and challenges on one technologically based communication modality-email, a web based forum, and so forth involving patients and health care providers? In other words what are the benefits and challenges of utilizing email between patient and provider and utilizing a web based forum between patient and provider? Provide two benefits and two challenges ad explain the reasoning for your choices.

What are the benefits and challenges of one technologically based communication modality-electronic medical records, e-scripts, and so forth-involving health care providers only? In other words what do you see as a benefit and a challenge of having these types of technology for the provider? Please provide two benefits and two challenges and explain your reasoning for selecting these.

HCS 490

Health Care Consumer – Trends And Marketing