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hsa505-w7-p1.pptxHealth Services Strategic Marketing HSA505
Osgood, Suci, & Tannenbaum’s Semantic Differential
Welcome to Health Services Strategic Marketing.
In this lesson we will discuss Osgood, Suci, & Tannenbaum’s Semantic Differential.
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Topics
Assessing Customer Perceptions of Health Care Offerings
The Semantic Differential
The following topics will be covered in this lesson:
Assessing Customer Perceptions of Health Care Offerings; and
The Semantic Differential.
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Assessing Customer Perceptions of Health Care Offerings
Assessing Needs and Wants of Markets and Audiences
Measurement Tool
Healthcare marketers perform many activities to assess the wants and needs of their target audience and markets. Given this, marketers must thoroughly understand customers and their perceptions regarding product offerings.
A well-known tool for assessing customer perceptions related to healthcare offerings is known as the Semantic Differential, an objective method for measurement developed by Charles Osgood, George Suci, and Percy Tannenbaum.
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The Semantic Differential
Broad-based Measurement Tool
Requires Flexibility
The Semantic Differential is a broad-based measurement tool that can be implemented in a wide variety of fashions depending on the associated research inquires at hand. The broad-based nature of the Semantic Differential gives the tool enormous flexibility but requires that it be adapted to given situations.
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Check Your Understanding #1
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Summary
Assessing Customer Perceptions of Health Care Offerings
The Semantic Differential
We have now reached the end of this lesson. Let’s take a look at what we’ve covered.
We started our discussion by assessing Customer Perceptions of Health Care Offerings. Healthcare marketers do many activities in order to assess the wants and needs of their target audience and markets.
Then we learned about the Semantic Differential. The Semantic Differential is a broad-based measurement tool that can be implemented in a wide variety of fashions.
This completes this lesson.
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PROPERTIES
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