MARKETING, A HEALTHCARE PERSPECTIVE

Topic: Understanding the Consumer

3-5 Pages

• Using the decision-making model, describe the consumer decision-making process for an individual seeking a      new primary care physician.
  • Go to a local health care system and under “Choose a doctor” (or similar wording allowing a search for       physicians associated with that center), search for a primary care physician.
  • Discuss how the doctor's information is positioned to make him or her a good choice.
    • What types of information are included?
    • What types of information do you feel are missing?
    • Why do you feel this is important from a marketing perspective?
• Make 2 recommendations for ways to influence that decision at different points in the process.
• How would the health care organization you chose conduct a post-purchase evaluation of your satisfaction with this physician and his or her site?

NOTE: You need to support your work with at least 4 academic or professional peer-reviewed sources that were published within the past 5 years.