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?