Understanding the Consumer Unit 2 DB

Unit 2 DB DUE 10/13

• Review the      assignments for this course, accessed by clicking on the Assignment tab at      the top of your screen, and then selecting each Unit# Assignment, and      review the description, type, and deliverables.
• Explain      your proposed approach for conducting the research necessary to develop      quality deliverables, and explain how the information gleaned will support      your career development in health care management.
• Please      review the approaches proposed by other students, providing objective      feedback on opportunities for improvement. 

Assignment Details

1) Research a local health care organization of your choice, and complete the following tasks:

• Perform a strengths, weaknesses,      opportunities, and threats (SWOT) analysis, listing at least 2 points in      each area. 

• Information can be gathered from       the Web site or articles about similar organizations from the readings.       For example, extended hours of operation could be a strength (internal). 
• Choose 1 strength or opportunity,      and create a marketing strategy that would promote a competitive advantage      for this organization within the community being targeted.
• Determine whether your approach      will be market penetration, development, diversification, consolidation,      or strategic alliances.
• Are you the market leader, a      challenger, a follower, or are you creating a market niche? 

• 2) 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? 

3) Research a local health care facility or organization that has chosen a niche market to target, and address the following: 

• Introduce the organization, and      identify the overall population it serves.
• Define a niche market and what      makes it so. What is the niche market for this facility?
• Explain the segmentation strategy      implemented by this organization.
• Explain how the organization      adapts its marketing programs to address that target.
• Do you feel that this approach is      or has been effective? What tools did you use to make that decision?
• What would you have done      differently?