Discussion: Performance and Post-Purchase Evaluations

Performance and post-purchase evaluations provide important marketing data for health care organizations. Many consumers evaluate health care products for their own purposes, but when they share this information with the providing organizations, they offer insights into whether products are meeting consumer needs and expectations. For this Discussion, you conduct performance and post-purchase evaluations on a health care product you have tried.

To prepare:

• Reflect on a time you have consumed a generic product and a brand-named product for the same health condition (e.g., taking Motrin and/or store brand of ibuprofen for headache relief).
  

  Note: If you have not had this experience, interview someone who has.

• From the consumer perspective, assess both products using performance and post-purchase evaluations. Consider each of the benefits segments for both products (i.e., cost, effectiveness, convenience, etc.) and whether or not you would purchase either product again.

Discussion: Health Care Marketing Trends

The health care industry is constantly changing and evolving. This impacts many aspects of health care administration, including marketing. New health care marketing trends are emerging, and to remain competitive, organizations must be prepared to implement these trends and engage 21st-century consumers. For this Discussion, you examine the impact of health care marketing trends and recommend strategies to help organizations prepare for the future.

Note: In health care marketing and business communications, strong oral communication is essential. This Discussion was designed to give you the opportunity to practice your oral communication skills by preparing a 2-minute Kaltura video. As you prepare this video (and any communication in the future), consider the following: Who is your target audience? How can you keep the attention of your audience? What is the appropriate length for your message?

To prepare:

Imagine that you are the chief marketing officer for your health care organization. Prepare a 2-minute Kaltura video for the board of directors that addresses the following:

• How might marketing trends impact organizational strategic planning?
• What can the organization do today to better prepare itself for tomorrow’s marketing trends?

Note: If you do not currently work for a health care organization, select one that is of interest to you