Marketing

ASSIGNMENT FOUR

Question One: Most medical specialty groups historically have relied on primary care physician practices for referrals. At a recent society meeting, the senior partner returned with a renewed perspective in terms of looking at the customer base of referrers. “We need to develop relationships with these practices rather than view them as individual transactions when they send us a patient.” How might this perspective shift the strategy of the group? Provide illustrations. 

Question Two: In the digital age, companies like Wayfair, Amazon, and others operate 24/7/365. How does a people-based industry such as healthcare, which has an inseparability between providing the service and the people who deliver it, move to being 24/7/365? The challenge in the digital age is that competition is beyond the bounds of the local market. Assume you are the CEO of a hospital or medical group; what is your response or strategy? Provide illustrations.