Understanding the Consumer

• PLEASE READ INSTRUCTION CAREFULLY:3 pages excluding cover, abstract, and reference 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. 

Assignment Objectives

Explain how marketing results are gathered and assessed for healthcare organizations

Plan a marketing strategy for a healthcare organization that increases market awareness in a target market

Analyze and differentiate the options offered by multiple marketing research firms to ascertain the best method for gathering customer perceptions about healthcare services and organizations