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DRIVE- Fall 2014
PROGRAM- MBA
(Sem 4), MBADS (Sem 4 / Sem 6), PGDHSMN (Sem 2)
SUBJECT CODE
& NAME- MH0056 – Public Relations & Marketing for Healthcare Organizations
CREDIT &
MARKS-4 Credits, 60 marks
Q1. Explain the concept of service
and marketing. Discuss the steps involved in healthcare marketing process.
(Explanation of concept of service,
Explanation of concept of marketing Explanation of all the steps involved in
healthcare marketing process) 2, 2, 6
Answer.
Concept
of
service
The widespread interest to manage
and market services effectively has opened doors for stressing on service characteristics.
The service characteristics include inseparability of production from
intangible behavior of services.
The service characteristics are
referred as:
Q2. Discuss the various steps
involved in marketing research.
(Explanation of all the steps
involved in marketing research) 10
Answer.
The
various stages or steps in the marketing research process are discussed below:
1. Identification and Defining the
Problem:
The
market research process begins with the identification “of a problem faced by
the company. The clear-cut statement of problem may not be possible at the very
outset of research process because often only the symptoms of the problems are
apparent at that stage.
Q.3: Describe the types of public relations
research.
Explanation of primary research
Explanation of secondary research
ANS:
Explanation of primary
research:
Primary research
Primary research involves
carrying out a complete original study. The two primary research techniques are
as follows:
§
Qualitative
§
Quantitative
Qualitative research
Q.4: Discuss the current scenario of medical
tourism in India.
Explanation of medical tourism
Explanation of present situation of
medical tourism
Advantages of medical tourism
ANS:
Explanation of medical
tourism:
The medical tourism provider
collects information about the treatment, estimated cost, duration of stay
along with the list of hospitals and tourist destinations from the doctors and
consultants and sends it across to the patient who is seeking treatment. Accordingly
the patient has to sign the respective agreements and will be provided with a
recommendation letter to obtain a medical visa from the embassy. When the
patient travels to the country where medical treatments required, the patient
would be escorted by a representative from the medical tourism provider team,
to the required hospital for treatment and the choice of visiting the various
destinations is left to the patient after the treatment is over.
Q.5: Discuss the future of healthcare marketing.
Brief outline of healthcare marketing
Explanation of future of healthcare
marketing
ANS:
Brief outline of healthcare marketing:
Healthcare marketing management
is the process of understanding the needs and wants of the target market.
Consumer protection and satisfaction are the core concepts of marketing.
Healthcare marketing deals with the marketing of healthcare and related products
or services. Health services have become expensive and complicated because of
fast-pace
Q.6: Discuss the standard metrics to evaluate
public relations in healthcare.
Key factors of PR measurement and evaluation
Explanation of various PR evaluation components
ANS:
Key factors of PR measurement and evaluation;
The key factors to be considered while
focusing on the PR measurement and evaluation are:
§
To
establish flawless programmed objectives and desired outcomes to measure
results. For this, the PR goals must be linked directly with the overall goals
of business programmed.
§
To
differentiate between the measuring PR outputs that are usually short-term and
measuring PR outcomes that can have an impact.
Get fully solved assignment, plz drop a mail with your sub code
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