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DRIVE- Winter
2016
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. Discuss the factors that
attract corporates to healthcare. Add a note on future outlook of healthcare
sector. 6, 4
Answer:
Factors that Attract Corporates to Healthcare: The
following are some of the factors that are attracting corporate to the healthcare
sector:
Recognition
as an industry: The healthcare sector was recognised as an industry
during the mid-80s. This helped the hospitals to obtain long term funds
from various financial institutions. In order to motivate the health
sector the government also reduced import duties on medical equipment‟s
and
Q2. Describe SWOT analysis with
examples. 6, 4
Answer:
SWOT Analysis: As we
know SWOT is an abbreviation for Strengths, Weaknesses, Opportunities,
and Threats. It is a planning tool used to assess the strengths,
weaknesses, opportunities, and threats present in a project or in a healthcare
organisation. SWOT involves stating the objective of the project or the
organisation and recognising the internal and external factors that are
supportive or unfavourable to achieving that objective. SWOT is often
used as part of a strategic planning process in a
Q3. Explain the E-Marketing
strategies for healthcare services. 10
Answer:
E-Marketing Strategies for Healthcare Services: we have studied about the
four P’s of marketing and now let us discuss the strategies of
e-marketing. The strategies for e-marketing need to be carefully worked
out to achieve the targets set by the customer. The healthcare industry
as a customer today is very dynamic in terms of services and business
propositions. Hospitals now function like the corporate
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
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-paced scientific and technological advances. There is a dire need for
efficient management, administration and delivery systems in healthcare
services. Healthcare service marketing
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
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