Chapter 14Personal Marketing Communications Word-of-Mou.docx

Chapter 14
Personal Marketing Communications: Word-of-Mouth, Sales,
and Direct Marketing
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LEARNING OBJECTIVES
When are personal marketing communications most effective?
What is word-of-mouth marketing and how can it be used by
health care marketers?
How does the sales force operate in different health care
markets, and what are the major sales-force decisions that must
be made?
What are the steps involved in effective personal selling?
How are the latest electronic, interactive direct-marketing tools
being used in health care?
LO1. When are personal marketing communications most
effective? Best then the productIs expensive, risky, or purchases
infrequentlySuggests something about the user’s status or taste
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Key Words: personal communication channels, advocate

channels, expert channels, social channels
LO2. What is word-of-mouth marketing and how can it be used
by health care marketers? It is the art and science of building
active, mutually beneficial consumer-to-consumer and
consumer-to-marketer communicationPeople ask others for a
personal recommendation for a doctor, hospital, or health
insurance agent. If they have confidence in the recommendation,
they will normally act on the referral.
*
Key Words: word-of-mouth, word-of-mouth marketing, buzz
marketing, viral marketing, community marketing, grassroots
marketing, evangelist marketing, product seeding, influencer
marketing, cause marketing, conversation creation, brand
blogging, referral programs, guerilla marketing, cliques, liaison,
bridge, opinion leader, marketing mavens, influentials, product
enthusiasts,
LO3. How does the sales force operate in different health care
markets, and what are the major sales-force decisions that must
be made? Direct sales force - Inside sales personnelField sales
personnelContractual sales forceRepresent companyRepresent a
portfolio of noncompeting companiesDecisions must be made on
how to increase productivity of the sales force through better
selection, training, supervision, motivation, and compensation.
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Key Words: direct sales force, contractual sales force, deliverer,
order taker, missionary, technician, demand creator, solution

vendor, prospecting, targeting, communicating, selling,
servicing, information gathering, allocating, top management,
technical people, customer service representatives office staff,
time-and-duty analysis, technical support people, sales
assistants, telemarketers, feel-forward, feedback
LO4. What are the steps involved in effective personal selling?
Prospecting and qualifyingPre-approachPresentation and
demonstrationOvercoming objectionsClosingFollow-up and
maintenance
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Key Words: attention, interest, desire, action, FABV,
psychological resistance, logical resistance, routinized
exchange, negotiated exchange, direct marketing, direct-order
marketing, R-F-M formula, product, offer, medium, distribution
method, creative strategy, telemarketing, inbound
telemarketing, outbound telemarketing, telesales, telecoverage,
teleprospecting
LO5. How are the latest electronic, interactive direct-marketing
tools being used in health care?Designing an attractive web
sitePlacing ads and promotion on-lineE-marketingPodcasting:
extending e-mail marketing
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Key Words: context, content, community, customization,
communication, connection, commerce, constant change, banner
ads, sponsorships, microsite, interstitials, search-related ads,
content-target advertising

CONCLUSION Health care organizations are relying on more
than the standard mass communication tools to get their
messages to the public.Sales forces are an expensive marketing
tool and must be designed and managed carefully.Direct
marketing can more easily meet the need to measure the
financial impact of different communications.
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Key Words:
Chapter 15
Organizing, Implementing, and Controlling Marketing
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LEARNING OBJECTIVES
How can a health care organization set up its marketing
department and what tasks should it address?
How can the marketing group help the rest of the organization
to become patient-centered?
What steps will ensure a successful implementation of the
marketing plans and campaigns?
What controls and tools can the organization use to ensure that
it is moving efficiently toward its goals?

LO1. How can a health care organization set up its marketing
department and what tasks should it address? Develop a clear
mission and vision to be communicated to the target
markets.Market segment, target, and position.Offer better in-
hospital services, advertising, community relations, and
promotional events.
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Key Words:
LO1. How can a health care organization set up its marketing
department and what tasks should it address? (cont)TasksHelp
define position and brand in the community.Provide data on
changes and identify new opportunities.Monitor activities of
competitors, medical associations, and regulation.Develop
metrics for measuring results of marketing expenditures.Be
available to help departments needing marketing assistance.
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Key Words:
LO2. How can the marketing group help the rest of the
organization to become patient-centered? Convince other senior
manager of the need to become customer-focused.Exemplify the
behavior that the CEO wants others to emulate.Get outside help
and guidance.Develop an improved system on patient data and
satisfaction.Change the organization’s incentive and reward

system.Develop in-house training programs.Empower the
employees.
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Key Words:
LO3. What steps will ensure a successful implementation of the
marketing plans and campaigns? Four skills for implementing
marketing programsDiagnostic skillsIdentification of
organization levelImplementation skillsEvaluation skills
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Key Words: diagnostic skills, identification of organization
level, implementation skills, allocating skills, organizing skills,
interaction skills, evaluation skills
LO4. What controls and tools can the organization use to ensure
that it is moving efficiently toward its goals? ControlsAnnual-
plan control - management by objectivesProfitability
controlEfficiency controlSales-force efficiencyAdvertising
efficiencySales-promotion efficiencyDistribution
efficiencyStrategic controlMarketing effectiveness review
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Key Words: marketing controller, customer philosophy,
integrated marketing organization, adequate marketing
information, strategic orientation, operational efficiency,
marketing audit, comprehensive, systematic, independent,
periodic

CONCLUSION Marketing roles and scopes different between
and within separate companies.Marketers are most effective
when they work closely with other departments to help set
courses and solve problems.The marketing department must
monitor and control marketing activities through efficiency
control and strategic control instruments.
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Key Words:
Health Services Marketing
HSA 305
Organizing, Implementing, and Controlling Marketing
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic
marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will
discuss Organizing, Implementing, and Controlling Marketing
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able
to:Describe the various tools of the marketing mix available to

health care providersDescribe how health care providers can
organize their marketing resources, implement their marketing
plans, and use control tools to reach their stated goals
*
Upon completion of this lesson, you will be able to:
Describe the various tools of the marketing mix available to
health care providers.
Describe how health care providers can organize their marketing
resources, implement their marketing plans, and use control
tools to reach their stated goals.
Organizing For MarketingRoles and scope of
marketingIdentifying opportunity areasGathering information
from doctors and consumers to help in decisions regarding,
dosage, pill size, packaging, naming, advertising, and
samplingEffective marketing department
The roles and scope of marketing differs by the various types of
health care organizations. An example is the essential role
marketing plays in the pharmaceutical industry. It requires
marketers to participate in every aspect of the development
procedure such as:
Identifying opportunity areas
Gathering information from doctors and consumers to help in
decisions regarding dosage, pill size, packaging, naming,
advertising, and sampling.

Conducting post launch monitoring programs to monitor
effectiveness and competitive positioning.
The size of the marketing department, its budget, and its
activities depend on many factors, including the organizational
size, finances, and competitive position in the local area.
Although the following sections describe the marketing
department in hospitals, the principles are equally applicable to
other health care organizations.
In order to achieve marketing excellence, marketing managers
must think more holistically and less departmentally. To
succeed in this fashion, they must get to know the medical staff
and the heads of various departments, be available as advisors
on marketplace problems, and be able to supply customer and
competitive data and insight to others on the staff. Further,
marketers must take some responsibility for identifying new
services that will contribute to the hospital’s growth and help
the hospital define its brand and communicate it to the public.
*
Patient-OrientedGoals :Convince other senior managers of the
need to become customer-focusedExemplify the behavior that
the CEO wants other to emulateGet outside help and
guidanceDevelop an improved information system on patient
data and satisfactionDevelop in-house training
programsEmpower the employees
One of the major challenges of a hospital is to gain and instill

in the staff a better understanding of patients and their needs.
Many hospitals are adopting a drive to improve their service
level and performance. The task is to build a consumer-oriented
culture. To accomplish this goal, a CEO must:
Convince other senior managers of the need to become
customer-focused. The CEO must convince physicians, nursing
staff, maintenance, and others of the benefits of making patients
as comfortable as possible during their hospital stays. Patients
perceive quality care as much from their service experience as
from the technical component of care.
Exemplify the behavior that the CEO wants others to emulate.
The CEO needs to personally exemplify a strong patient concern
by dropping in on patients, inviting discussions with nurses
about their problems, making it easy for visitors to be
comfortable, and investing in improvements in the facilities’
aesthetics and appeal.
Get outside help and guidance. Engage the services of a
consulting firm that has firsthand experience in helping
hospitals improve their service quality, customer orientation,
and image.
Develop an improved information system on patient data and
satisfaction. Install a system for gathering information on
patient satisfactions and dissatisfactions.
Change the organization’s incentive and reward system.
Develop a system of incentives to reward the right behavior. Set
up occasions to honor those staff members who are high
performers in patient care.
Develop in-house training programs. Make sure that staff in all
patient-related departments are trained in handling patient
concerns and providing compassionate care.

Empower the employees. Progressive organizations encourage
and reward their employees for coming up with new ideas to
improve patient care and empower them to settle complaints
quickly.
Please go to the next slide
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Marketing ImplementationDiagnostic skillsIdentify organization
levelImplementation skillsEvaluation skills
Plans address the what and why of marketing activities.
Implementation addresses the who, where, when, and how.
There are four sets of skills for implementing marketing
programs:
Diagnostics skills. These skills are what is the result of poor
strategy or poor implementation. It essentially inquires what
went wrong.
Identification of organization level. This can occur in three
levels: marketing function, marketing program, and marketing
policy levels.
Implementation skills. Marketers need to have broad business
skills such as allocating for budgeting resources, organizing
skills to develop an effective organization and interaction skills
to motivate others to get things accomplished.
Evaluation skills. This is monitoring skills to track and evaluate
marketing actions.
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Evaluation and ControlInadequate control procedure study
findingsPoor job of setting clear objectivesLess than half the
organization studied knew their individual products’
profitabilityAlmost half of the organizations failed to compare
their prices4 to 8 weeks to develop control reports
Many organizations have inadequate control procedures. One
study’s findings indicated the following:
One. Smaller organizations do a poorer job at setting clear
objectives and establish systems to measure performance.
Two. Less than half of the organizations knew the individual
products’ profitability. About thirty-three percent had no
regular review procedures for spotting and eliminating under
performance products and services.
Three. Almost half failed to compare their prices with those of
the competition, analyze costs, analyze the causes of customer
dissatisfaction, conduct formal evaluations of advertising
effectiveness, or review their sales forces call reports.
Four. Many organizations take four to eight weeks to develop
control reports.
The remedy for these requires several types of marketing
control:
One. Annual plan
Two. Efficiency control
Three. Strategic control
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Annual Plan ControlAim of organizationSteps in annual plan
control Set monthly or quarterly goalsMonitor marketplace
performanceDetermine causes of serious performance
deviationsTake corrective action to close the gaps between
goals and performance
The aim of an organization is to achieve sales, profits, and other
goals established in its annual plan. Management by objectives
is at the heart of the annual plan control. There are four steps
involved:
Set monthly or quarterly goals;
Monitor marketplace performance;
Determine causes of serious performance deviations; and
Take corrective action to close the gaps between goals and
performance.
Control models applies to all levels of the organization.
*
Efficiency ControlEfficiency controlSales force
efficiencyAdvertising efficiencySales promotion
efficiencyDistribution efficiency
Some profitability analysis reveals that the organization is
achieving poor sales or profits in some products, services,
territories, or markets. Some organizations establish marketing
controller positions to improve marketing efficiency. Marketing

controllers analyze adherence to sales and profit plans, assist in
the preparation of marketing budgets, measure the efficiency of
promotions, analyze media production costs, evaluate customer
and geographic profitability and educate marketing personnel on
the financial costs of marketing activities.
Sales force efficiency monitors the following key indicators of
efficiency in their territories:
Average number of calls per salesperson daily
Average sales call time per contact
Average revenue or results per sales call
Average cost per sales call
Entertainment cost per sales call
Sales-force cost as a percentage of total sales
Advertising efficiency tracksthe following statistics:
Advertising cost per thousand target customers reached by
media means.
Percentage of audience who noted, saw, recalled, or recognized
each ad
Consumer opinions on the ad’s content and effectiveness
Before and after measures of attitude toward the organization or
its service
Number of inquiries stimulated by the ad
Cost per inquiry.
Sales promotion efficiency monitors the following statistics:
Number of persons attending health care events
Number of inquiries resulting form an event
Display costs per sales dollar
Distribution efficiency searches for distribution economies in
providing ambulatory care sites by monitoring the following:
Number of patient cases at each ambulatory care site
Profit or loss from operating each ambulatory care site
Number of patient referrals to the main hospital.

*
Strategic Control Strategic controlMarketing effectiveness
reviewMarketing auditMarketing weakness review
Periodically, an organization needs reassess its strategic
approach to the marketplace through marketing effectiveness
review, marketing audits, and marketing weaknesses review.
In a marketing effectiveness review, an organization or
marketing department’s effectiveness is reflected in the degree
to which it demonstrates the five major attributes of a marketing
orientation:
Customer philosophy, integrated marketing organization,
adequate marketing information, strategic orientation, and
operational efficiency.
Marketing audit. If weaknesses are discovered, then a
marketing audit should result. There are four characteristics of
an marketing audit:
Comprehensive. The audit must cover major marketing
activities of a business. It is more effective in locating the real
source of the problem.
Systematic. This is an orderly examination of the organization’s
marketing objectives, strategies, plans, marketing systems, and
specific activities. The audit indicates the most needed
improvements that are incorporated into corrective action plan
involving short run and long run steps to improve overall
effectiveness.
Independent audit. The best audits are conducted by outside
consultants who have the necessary objective, broad experience
and familiarity with industry being audited, undivided time and

attention to give the audit.
Periodic audit. Marketing audits are initiated only after sales or
profit have turned down, morale has fallen and other issues have
occurred.
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Check Your Understanding
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Summary Marketing organization presenceCharacteristics of an
effective marketing organizationImplementing strategic
plansRemedyAnnual PlanEfficiency ControlStrategic Control
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We have now reached the end of this lesson. Let’s take a look
at what we’ve covered.
First, we discussed how marketing organizations are evident in
pharmaceutical companies and in health care organizations like
hospitals. However, their roles and scope differ.
Next, we learned that one of the major challenges of a hospital
is to gain and instill in the staff a better understanding of
patients and their needs. Many hospitals are adopting a drive to
improve their service level and performance. The task is to
build a consumer-oriented culture.

Then, we identified four sets of skills for implementing
marketing programs:
Diagnostics skills;
Identification of organization level;
Implementation skills; and
Evaluation skills.
Finally, we learned that the remedy for inadequate control
procedures requires several types of marketing control:
One. Annual plan
Two. Efficiency control
Three. Strategic control
This concludes this lecture.
PROPERTIES
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Health Services Marketing
HSA 305
Personal Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic
marketing for health care organizations. San
Francisco: Jossey-Bass
*
discuss personal marketing communications including word of

mouth, sales, and direct marketing.
ObjectivesUpon completion of this lesson, you will be able
to:Describe the various tools of the marketing mix available to
health care providersDescribe how health care providers can
organize their marketing resources, implement their marketing
plans, and use control tools to reach their stated goals
*
Describe how health care providers can organize their marketing
resources, implement their marketing plans, and use control
tools to reach their stated goals.
Personal Communication ChannelsAdvocateExpertSocial
Personal communication channels involve two or more persons
communicating directly with each other face-to-face, person-to-
audience, over the telephone, or through e-mail or the Internet.
Personal communication channels derive their effectiveness
through individualized presentation and immediate feedback.

Further distinction can be drawn among advocate, expert and
social communication channels.
Advocate channel consist of company salespeople contacting
buyers in the target market.
Expert channels consist of independent experts making
statements to target buyers
Social channels consist of neighbors, friends, family members,
and associates talking to target buyers.
*
Word of Mouth MarketingThe act of consumers providing
information to other consumersBasic elements:Educating people
about your products and servicesIdentifying people most likely
to share their opinionsProviding tools that make it easier to
share informationStudying how, where, and when opinions are
being sharedListening and responding to supporters, detractors,
and neutrals
The Word of Mouth Marketing Association defines word of
mouth as: The act of consumers providing information to other
consumers. Word-of-mouth marketing is considered giving
people a reason to talk about your products and services, and
making it easier for that conversation to take place. It is the art
and science of building active, mutually beneficial consumer-to-
consumer and consumer-to-marketer communications.

Word-of-mouth must not be faked by hiring and paying people
who pretend they are objective. Attempting to fake word of
mouth is unethical and can create a backlash, damage the brand,
and tarnish the corporate reputation. The basic elements
include:
Educating people about your products and services.
Identifying people most likely to share their opinions.
Providing tools that make it easier to share information.
Studying how, where, and when opinions are being shared.
And listening and responding to supporters, detractors, and
neutrals.
*
Types of Word of MouthBuzz marketingViral marketingBrand
bloggingBenefits of word-of-mouthSources are
convincingSources are low cost
Word-of-mouth marketing encompasses a range of techniques
that encourage and help people to talk to each other about
products and services. The following three techniques are
recent innovations of particular interest.
Buzz marketing: Using high-profile entertainment or news to
get people to talk about your brand.
Viral marketing: Creating entertaining or informative messages
that are designed to be passed along in an exponential fashion,
often electronically on the Internet or by e-mail.

Brand blogging: Creating blogs, in the spirit of open,
transparent communications and sharing information of value
that may interest the blog community.
The two chief benefits of developing referrals using word-of-
mouth are:
Word-of-mouth sources are convincing: Word of mouth is the
only promotion method that is of consumers, by consumers, and
for consumers. Not only are satisfied customers repeat buyers,
but they are also walking, talking billboards for your business.
Word-of-mouth sources are low cost: Keeping in touch with
satisfied customers costs the business relatively little. The
business might reciprocate by referring business to the referrer
or giving the referrer enhanced service, a discount, or a small
gift.
*
Designing the Sales ForceDirect sales forceContractual sales
forceAlliances with independent, direct-selling insurance
agents, brokers, and producers
A direct sales force consists of full or part-time paid employees
who work exclusively for the company. This sales force
includes inside sales personnel who conduct business from the
office using the telephone and receive visits from prospective
buyers, and field sales personnel who travel and visit customers.
A contractual sales force consists of manufacturers’

representatives, sales agents, and brokers, who either represent
the company exclusively or represent a portfolio of
noncompeting companies.
Even large pharmaceutical companies will occasionally use a
contractual sales force. Additionally, many organizations such
as health insurance companies have alliances with independent,
direct-selling insurance agents, brokers, and “producers” who
supplement their employed sales force. Further, hospitals and
medical research institutes often employ fundraisers to contact
donors and solicit donations, and a number of hospitals employ
salespeople to sell administrative and other services to
physicians.
*
Sales-Force Objectives and
StrategyObjectivesProspectingTargetingCommunicatingSellingS
ervicingInformation gatheringAllocatingAnalytical marketing
skills & marketing plan
Companies need to define the specific objectives they want their
sales force to achieve. Regardless of the selling context,
salespeople will have one or more of the following specific
tasks to perform:
Prospecting: Identifying qualified potential customers
Targeting: Deciding how to allocate their time among prospects
and customers to maximize sales.
Communicating: Communicating information about the

company’s products and services and listening in order to
uncover customer needs.
Selling: Approaching, presenting, answering objections, and
closing sales.
Servicing: Providing account management services to
customers—consulting on problems, rendering technical
assistance, arranging financing, and expediting delivery.
Information gathering: Conducting market research, gathering
competitive intelligence, and reporting this information to the
organization.
Allocating: Deciding which customers will get scarce products
during product shortages.
Also, in order to succeed, sales representatives need analytical
marketing skills; these skills are especially important at the
higher levels of sales management. Further, marketing managers
believe that sales forces will be more effective in selling in the
long run if they understand the firm’s strategic marketing plan.
*
Managing the Sales ForceRecruiting and Selecting
RepresentativesTraining and Supervising Sales
RepresentativesSales Rep ProductivityMotivating Sales
RepresentativesEvaluating Sales Representatives
In addition to establishing a productive compensation scheme,
effective sales-force management entails paying close attention

to recruiting and selecting, training, supervising, motivating and
evaluating representatives.
At the heart of a successful sales force is the selection of
effective representatives. A marketing approach to hiring
salespeople is to ask customers what traits they prefer in a
salesperson. Although most customers want honest, reliable,
knowledgeable, and helpful reps, determining what traits will
actually lead to sales success is a challenge.
Today’s customers expect sales reps to have deep product
knowledge, to add ideas to improve the customer’s operations,
and to be efficient and reliable. This expectation requires
companies to make a much higher investment in sales training.
Training often involves a variety of methods: live, in-person
training can include simulations, role playing, and sensitivity
training, whereas self-paced methods involve audio and video
tapes, CD-ROMs and DVDs, and web-based distance learning.
Studies have shown that the best sales reps are those who know
how to manage their time effectively. One planning tool, time-
and-duty analysis, helps reps understand how they spend their
time and how they might increase their productivity. Sales reps
spend time planning, traveling, waiting, actually selling, and in
administrative tasks. With so many tasks it is important to
monitor and improve sales rep productivity.
Motivating sales representatives is difficult because of their
stressful work environment. Reps usually work alone during
irregular hours, often away from home. Most marketing
managers believe that the higher the sales-person’s motivation,
the greater the effort and the resulting performance, rewards,
and satisfaction.
It is important that management communicates what the sales
reps should be doing and motivates them to accomplish it. Good

feed-forward requires good feed-back, which means getting
regular information from reps to evaluate performance.
Information about reps can come from sales reports and through
personal observation, customer-initiated communication,
company-initiated customer surveys, and conversations with
other sales representatives. Many companies require
representatives to develop an annual territory marketing plan
for developing new accounts and increasing business from
existing accounts.
*
Direct MarketingBenefitsMajor channels
TelemarketingInteractive marketingBenefitsDesigning Web
siteE-Marketing Guidelines
Direct marking is using channels to reach and deliver goods and
services to customers without using middlemen. These channels
include direct mail, catalogs, telemarketing, kiosks, Web sites,
television and radio ads, and mobile devices. Direct marketers
seek a measurable response—typically a customer order, in
which case it is sometimes called direct-order marketing.
Direct marketing benefits customers by allowing them to learn
about available products and services without tying up time in
meeting with salespeople. Direct marketers can buy mailing list
containing the names of almost any market segment; for
example, diabetics, overweight people, or hospital chief
financial officers.
Personal or face-to-face selling is a form of direct marketing,
but direct marketers can also use a number of the other channels

we mentioned earlier to reach individual prospects and
customers. Major channels of direct marketing in health care is
business-to-business, but research institutions like St. Jude
Children’s Medical Center use television and other media to
solicit donation from consumers.
Telemarketing is the use of the telephone and call centers to
attract prospects, sell to existing customers, and provide service
by taking orders and answering questions. Companies use call
centers for inbound telemarketing and outbound telemarketing.
Telemarketing includes telesales, telecoverage, teleprospecting
and customer service and technical support.
The newest channels for direct marketing are electronic. The
Internet provides marketers and consumers with opportunities
for much greater interaction and individualization. Companies
in the past would send standard media without any
individualization or opportunity for interaction. Today these
companies can send customized content that consumers
themselves can further individualize.
Since it is highly accountable and its effects can be easily
tracked, interactive marketing offers many unique benefits.
Marketers can buy ads on sites that are relevant to their
offerings and customers and can place advertising based on
contextual keywords from on-line search companies like
Google. In that way, the Web can be used to reach people when
they have actually started the buying process.
A key challenge is designing a Web site that is attractive on
first viewing and interesting enough to encourage repeat visits.
In order to be effective, marketers consider the following seven
design elements, called the seven Cs:
Context. Layout and design.
Content. Text, pictures, sound, and video the site contains.
Community. How the site enables user-to-user communication.

Customization. The site’s ability to tailor itself to different
users or to allow users to personalize the site.
Communication. How the site enables site-to-user, user-to-site,
or two-way communication.
Connection. The degree to which the site is linked to other
sites.
Commerce. The site’s capabilities to enable commercial
transactions.
If a company does an e-mail campaign correctly, it can not only
build customer relationships but also reap additional profits.
Here are some important guidelines followed by pioneering e-
mail marketers.
Give the customer a reason to respond. Organizations should
offer powerful incentives for reading e-mail pitches and on-line
ads, such as special health topic white papers, survey research
results, or access to the organization’s database archive of
health information.
Make it easy for customers to unsubscribe. On-line customers
should have a positive exit experience. According to a Buston-
Marsteller and Roper Starch Worldwide study, the top ten
percent of Web users who communicate much more often on-
line typically share their views by e-mail with eleven friends
when satisfied buy contact seventeen friends when they are
dissatisfied.
*

*
Summary Payers typesConsumer payersSeven theories for
setting pricesOther factors to consider in modifying
pricesInitiate price increase or reductionGovernment
payerPrivate insurers payers
*
First, we identified personal communication channels involve
two or more persons communicating directly with each other
face-to-face, person-to-audience, over the telephone, or through
e-mail or the Internet. Personal communication channels derive
their effectiveness through individualized presentation and
immediate feedback.
Next, we defined word of mouth as The act of consumers
providing information to other consumers. Word-of-mouth
marketing is considered giving people a reason to talk about
your products and services, and making it easier for that
conversation to take place. It is the art and science of building
consumer-to-marketer communications.
Then, we identified techniques that are recent innovations in
word-of-mouth marketing: Buzz marketing, Viral marketing,
and Brand blogging.
Also, we determined that a direct sales force consists of full or

part-time paid employees who work exclusively for the
company. Meanwhile, a contractual sales force consists of
manufacturers’ representatives, sales agents, and brokers, who
either represent the company exclusively or represent a
portfolio of noncompeting companies.
Then, we learned that in addition to establishing a productive
compensation scheme, effective sales-force management entails
paying close attention to recruiting and selecting, training,
supervising, motivating and evaluating representatives.
Finally, we learned that direct marking is using channels to
reach and deliver goods and services to customers without using
middlemen. These channels include direct mail, catalogs,
telemarketing, kiosks, Web sites, television and radio ads, and
mobile devices. Direct marketers seek a measurable response—
typically a customer order, in which case it is sometimes called
direct-order marketing.
PROPERTIES
On passing, 'Finish' button: Goes to Next SlideOn failing,
'Finish' button: Goes to Next SlideAllow user to leave quiz:
After user has completed quizUser may view slides after quiz:
At any timeUser may attempt quiz: Unlimited times
HSA 305, Week 10 Part 2: Organizing, Implementing, and
Controlling Marketing
Slide #
Topic
Narration
1
Introduction

discuss Organizing, Implementing, and Controlling Marketing.
2
Objectives
And describe how health care providers can organize their
marketing resources, implement their marketing plans, and use
control tools to reach their stated goals.
3
Organizing For Marketing
The roles and scope of marketing differ by the various types of
health care organizations. An example is the essential role
marketing plays in the pharmaceutical industry. It requires
marketers to participate in every aspect of the development
procedure such as:
Identifying opportunity areas;
Gathering information from doctors and consumers to help in
decisions regarding dosage, pill size, packaging, naming,
advertising, and sampling; and
Conducting post launch monitoring programs to monitor
effectiveness and competitive positioning. The size of the
marketing department, its budget, and its activities depend on
many factors, including the organizational size, finances, and
competitive position in the local area. Although the following
sections describe the marketing department in hospitals, the

principles are equally applicable to other health care
organizations.
In order to achieve marketing excellence, marketing managers
must think more holistically and less departmentally. To
succeed in this fashion, they must get to know the medical staff
and the heads of various departments, be available as advisors
on marketplace problems, and be able to supply customer and
competitive data and insight to others on the staff. Further,
marketers must take some responsibility for identifying new
services that will contribute to the hospital’s growth and help
the hospital define its brand and communicate it to the public.
4
Patient-Oriented
One of the major challenges of a hospital is to gain and instill
in the staff a better understanding of patients and their needs.
Many hospitals are adopting a drive to improve their service
level and performance. The task is to build a consumer-oriented
culture. To accomplish this goal, a CEO must:
Convince other senior managers of the need to become
customer-focused. The CEO must convince physicians, nursing
staff, maintenance, and others of the benefits of making patients
as comfortable as possible during their hospital stays. Patients
perceive quality care as much from their service experience as
from the technical component of care.
Exemplify the behavior that the CEO wants others to emulate.
The CEO needs to personally exemplify a strong patient concern
by dropping in on patients, inviting discussions with nurses
about their problems, making it easy for visitors to be
comfortable, and investing in improvements in the facilities’
aesthetics and appeal.
Get outside help and guidance. Engage the services of a
consulting firm that has firsthand experience in helping
hospitals improve their service quality, customer orientation,
and image.

Develop an improved information system on patient data and
satisfaction. Install a system for gathering information on
patient satisfactions and dissatisfactions. Change the
organization’s incentive and reward system. Develop a system
of incentives to reward the right behavior. Set up occasions to
honor those staff members who are high performers in patient
care.
Develop in-house training programs. Make sure that staff in all
patient-related departments is trained in handling patient
concerns and providing compassionate care.
Empower the employees. Progressive organizations encourage
and reward their employees for coming up with new ideas to
improve patient care and empower them to settle complaints
quickly.
5
Marketing Implementation
Plans address the ‘what and why’ of marketing activities.
Implementation addresses the who, where, when, and how.
There are four sets of skills for implementing marketing
programs:
Diagnostics skills. These skills are what the result of poor
strategy or poor implementation is. It essentially inquires what
went wrong.
Identification of organization level. This can occur in three
levels: marketing function, marketing program, and marketing
policy levels.
Implementation skills. Marketers need to have broad business
skills such as allocating for budgeting resources, organizing
skills to develop an effective organization and interaction skills
to motivate others to get things accomplished.
And evaluation skills. This is monitoring skills to track and
evaluate marketing actions.
6
Evaluation and Control

Many organizations have inadequate control procedures. One
study’s findings indicated the following:
One. Smaller organizations do a poorer job at setting clear
objectives and establish systems to measure performance.
Two. Less than half of the organizations knew the individual
products’ profitability. About thirty-three percent had no
regular review procedures for spotting and eliminating under
performance products and services.
Three. Almost half failed to compare their prices with those of
the competition, analyze costs, analyze the causes of customer
dissatisfaction, conduct formal evaluations of advertising
effectiveness, or review their sales forces call reports.
And four. Many organizations take four to eight weeks to
develop control reports.
The remedy for these requires several types of marketing
control:
One. Annual plan
Two. Efficiency control; and
Three. Strategic control.
7
Annual Plan Control
The aim of an organization is to achieve sales, profits, and other
goals established in its annual plan. Management by objectives
is at the heart of the annual plan control. There are four steps
involved:
Set monthly or quarterly goals;
Monitor marketplace performance;
Determine causes of serious performance deviations; and
Take corrective action to close the gaps between goals and
performance.
Control models apply to all levels of the organization.

8
Efficiency Control
Some profitability analysis reveals that the organization is
achieving poor sales or profits in some products, services,
territories, or markets. Some organizations establish marketing
controller positions to improve marketing efficiency. Marketing
controllers analyze adherence to sales and profit plans, assist in
the preparation of marketing budgets, measure the efficiency of
promotions, analyze media production costs, evaluate customer
and geographic profitability and educate marketing personnel on
the financial costs of marketing activities.
Sales force efficiency monitors the following key indicators of
efficiency in their territories:
Average number of calls per salesperson daily;
Average sales call time per contact;
Average revenue or results per sales call;
Average cost per sales call;
Entertainment cost per sales call; and
Sales-force cost as a percentage of total sales.
Advertising efficiency tracks the following statistics:
Advertising cost per thousand target customers reached by
media means;
Percentage of audience who noted, saw, recalled, or recognized
each ad;
Consumer opinions on the ad’s content and effectiveness;
Before and after measures of attitude toward the organization or
its service;
Number of inquiries stimulated by the ad; and
Cost per inquiry.
Sales promotion efficiency monitors the following statistics:
Number of persons attending health care events;
Number of inquiries resulting from an event; and
Display costs per sales dollar.

Distribution efficiency searches for distribution economies in
providing ambulatory care sites by monitoring the following:
Number of patient cases at each ambulatory care site;
Profit or loss from operating each ambulatory care site; and
Number of patient referrals to the main hospital.
9
Strategic Control
Periodically, an organization needs to reassess its strategic
approach to the marketplace through marketing effectiveness
review, marketing audits, and marketing weaknesses review.
In a marketing effectiveness review, an organization or
marketing department’s effectiveness is reflected in the degree
to which it demonstrates the five major attributes of a marketing
orientation: Customer philosophy, integrated marketing
organization, adequate marketing information, strategic
orientation, and operational efficiency.
Marketing audit. If weaknesses are discovered, then a
marketing audit should result. There are two key characteristics
of an marketing audit:
Comprehensive. The audit must cover major marketing
activities of a business. It is more effective in locating the real
source of the problem.
Systematic. This is an orderly examination of the organization’s
marketing objectives, strategies, plans, marketing systems, and
specific activities. The audit indicates the most needed
improvements that are incorporated into corrective action plan
involving short run and long run steps to improve overall
effectiveness.
Independent audit. The best audits are conducted by outside
consultants who have the necessary objective, broad experience
and familiarity with industry being audited, undivided time and
attention to give the audit.
Periodic audit. Marketing audits are initiated only after sales or

profits have turned down, morale has fallen and other issues
have occurred.
10
11
Summary
First, we discussed how marketing organizations are evident in
pharmaceutical companies and in health care organizations like
hospitals. However, their roles and scope differ.
Next, we learned that one of the major challenges of a hospital
is to gain and instill in the staff a better understanding of
patients and their needs. Many hospitals are adopting a drive to
improve their service level and performance. The task is to
build a consumer-oriented culture.
Then, we identified four sets of skills for implementing
marketing programs:
Diagnostics skills;
Identification of organization level;
Implementation skills; and
Evaluation skills.
Finally, we learned that the remedy for inadequate control
procedures requires several types of marketing control:
One. Annual plan;
Two. Efficiency control; and
Three. Strategic control.

HSA 305, Week 10 Part 1: Personal Marketing Communications
Slide #
Topic
Narration
1
Introduction
discuss personal marketing communications including word of
mouth, sales, and direct marketing.
2
Objectives
And describe how health care providers can organize their
marketing resources, implement their marketing plans, and use
control tools to reach their stated goals.
3
Personal Communication Channels
Personal communication channels involve two or more persons
communicating directly with each other face-to-face, person-to-
audience, over the telephone, or through e-mail or the Internet.
Personal communication channels derive their effectiveness
through individualized presentation and immediate feedback.
Further distinction can be drawn among advocate, expert and
social communication channels.
Advocate channel consist of company salespeople contacting

buyers in the target market.
Expert channels consist of independent experts making
statements to target buyers
Social channels consist of neighbors, friends, family members,
and associates talking to target buyers.
4
Word of Mouth Marketing
The Word of Mouth Marketing Association defines word of
mouth as: The act of consumers providing information to other
consumers. Word-of-mouth marketing is considered giving
people a reason to talk about your products and services, and
making it easier for that conversation to take place. It is the art
and science of building active, mutually beneficial consumer-to-
consumer and consumer-to-marketer communications.
Word-of-mouth must not be faked by hiring and paying people
who pretend they are objective. Attempting to fake word of
mouth is unethical and can create a backlash, damage the brand,
and tarnish the corporate reputation. The basic elements
include:
Educating people about your products and services.
Identifying people most likely to share their opinions.
Providing tools that make it easier to share information.
Studying how, where, and when opinions are being shared.
And listening and responding to supporters, detractors, and
neutrals.
5
Types of Word of Mouth
Word-of-mouth marketing encompasses a range of techniques

that encourage and help people to talk to each other about
products and services. The following three techniques are recent
innovations of particular interest.
Buzz marketing: Using high-profile entertainment or news to
get people to talk about your brand.
Viral marketing: Creating entertaining or informative messages
that are designed to be passed along in an exponential fashion,
often electronically on the Internet or by e-mail.
And brand blogging: Creating blogs, in the spirit of open,
transparent communications and sharing information of value
that may interest the blog community.
The two chief benefits of developing referrals using word-of-
mouth are:
Word-of-mouth sources are convincing: Word of mouth is the
only promotion method that is of consumers, by consumers, and
for consumers. Not only are satisfied customers repeat buyers,
but they are also walking, talking billboards for your business.
Word-of-mouth sources are low cost: Keeping in touch with
satisfied customers costs the business relatively little. The
business might reciprocate by referring business to the referrer
or giving the referrer enhanced service, a discount, or a small
gift.
6
Designing the Sales Force
A direct sales force consists of full or part-time paid employees
who work exclusively for the company. This sales force
includes inside sales personnel who conduct business from the
office using the telephone and receive visits from prospective
buyers, and field sales personnel who travel and visit customers.
A contractual sales force consists of manufacturers’
representatives, sales agents, and brokers, who either represent
the company exclusively or represent a portfolio of
noncompeting companies.

Even large pharmaceutical companies will occasionally use a
contractual sales force. Additionally, many organizations such
as health insurance companies have alliances with independent,
direct-selling insurance agents, brokers, and “producers” who
supplement their employed sales force.
Further, hospitals and medical research institutes often employ
fundraisers to contact donors and solicit donations, and a
number of hospitals employ salespeople to sell administrative
and other services to physicians.
7
Sales-Force Objectives and Strategy
Companies need to define the specific objectives they want their
sales force to achieve. Regardless of the selling context,
salespeople will have one or more of the following specific
tasks to perform:
Prospecting: Identifying qualified potential customers.
Targeting: Deciding how to allocate their time among prospects
and customers to maximize sales.
Communicating: Communicating information about the
company’s products and services and listening in order to
uncover customer needs.
Selling: Approaching, presenting, answering objections, and
closing sales.
Servicing: Providing account management services to
customers—consulting on problems, rendering technical
assistance, arranging financing, and expediting delivery.
Information gathering: Conducting market research, gathering
competitive intelligence, and reporting this information to the
organization.

And allocating: Deciding which customers will get scarce
products during product shortages.
Also, in order to succeed, sales representatives need analytical
marketing skills; these skills are especially important at the
higher levels of sales management. Further, marketing managers
believe that sales forces will be more effective in selling in the
long run if they understand the firm’s strategic marketing plan.
8
Managing the Sales Force
In addition to establishing a productive compensation scheme,
effective sales-force management entails paying close attention
to recruiting and selecting, training, supervising, motivating and
evaluating representatives.
At the heart of a successful sales force is the selection of
effective representatives. A marketing approach to hiring
salespeople is to ask customers what traits they prefer in a
salesperson. Although most customers want honest, reliable,
knowledgeable, and helpful reps, determining what traits will
actually lead to sales success is a challenge.
Today’s customers expect sales reps to have deep product
knowledge, to add ideas to improve the customer’s operations,
and to be efficient and reliable. This expectation requires
companies to make a much higher investment in sales training.
Training often involves a variety of methods: live, in-person
training can include simulations, role playing, and sensitivity
training, whereas self-paced methods involve audio and video
tapes, CD-ROMs and DVDs, and web-based distance learning.
Studies have shown that the best sales reps are those who know
how to manage their time effectively. One planning tool, time-
and-duty analysis, helps reps understand how they spend their
time and how they might increase their productivity. Sales reps
spend time planning, traveling, waiting, actually selling, and in
administrative tasks. With so many tasks it is important to
monitor and improve sales rep productivity.

Motivating sales representatives is difficult because of their
stressful work environment. Reps usually work alone during
irregular hours, often away from home. Most marketing
managers believe that the higher the sales-person’s motivation,
the greater the effort and the resulting performance, rewards,
and satisfaction.
It is important that management communicates what the sales
reps should be doing and motivates them to accomplish it. Good
feed-forward requires good feed-back, which means getting
regular information from reps to evaluate performance.
Information about reps can come from sales reports and through
personal observation, customer-initiated communication,
company-initiated customer surveys, and conversations with
other sales representatives. Many companies require
representatives to develop an annual territory marketing plan
for developing new accounts and increasing business from
existing accounts.
9
Direct Marketing
Direct marking is using channels to reach and deliver goods and
services to customers without using middlemen. These channels
include direct mail, catalogs, telemarketing, kiosks, Web sites,
television and radio ads, and mobile devices. Direct marketers
seek a measurable response—typically a customer order, in
which case it is sometimes called direct-order marketing.
Direct marketing benefits customers by allowing them to learn
about available products and services without tying up time in
meeting with salespeople. Direct marketers can buy mailing list
containing the names of almost any market segment; for
example, diabetics, overweight people, or hospital chief
financial officers.
Personal or face-to-face selling is a form of direct marketing,
but direct marketers can also use a number of the other channels

we mentioned earlier to reach individual prospects and
customers. Major channels of direct marketing in health care is
business-to-business, but research institutions like St. Jude
Children’s Medical Center use television and other media to
solicit donation from consumers.
Telemarketing is the use of the telephone and call centers to
attract prospects, sell to existing customers, and provide service
by taking orders and answering questions. Companies use call
centers for inbound telemarketing and outbound telemarketing.
Telemarketing includes telesales, telecoverage, teleprospecting
and customer service and technical support.
The newest channels for direct marketing are electronic. The
Internet provides marketers and consumers with opportunities
for much greater interaction and individualization. Companies
in the past would send standard media without any
individualization or opportunity for interaction. Today these
companies can send customized content that consumers
themselves can further individualize.
Since it is highly accountable and its effects can be easily
tracked, interactive marketing offers many unique benefits.
Marketers can buy ads on sites that are relevant to their
offerings and customers and can place advertising based on
contextual keywords from on-line search companies like
Google. In that way, the Web can be used to reach people when
they have actually started the buying process.
A key challenge is designing a Web site that is attractive on
first viewing and interesting enough to encourage repeat visits.
In order to be effective, marketers consider the following seven
design elements, called the seven Cs:
Context. Layout and design.
Content. Text, pictures, sound, and video the site contains.

Community. How the site enables user-to-user communication.
Customization. The site’s ability to tailor itself to different
users or to allow users to personalize the site.
Communication. How the site enables site-to-user, user-to-site,
or two-way communication.
Connection. The degree to which the site is linked to other
sites.
And commerce. The site’s capabilities to enable commercial
transactions.
If a company does an e-mail campaign correctly, it can not only
build customer relationships but also reap additional profits.
Here are some important guidelines followed by pioneering e-
mail marketers.
Give the customer a reason to respond. Organizations should
offer powerful incentives for reading e-mail pitches and on-line
ads, such as special health topic white papers, survey research
results, or access to the organization’s database archive of
health information.
Make it easy for customers to unsubscribe. On-line customers
should have a positive exit experience. According to a Buston-
Marsteller and Roper Starch Worldwide study, the top ten
percent of Web users who communicate much more often on-
line typically share their views by e-mail with eleven friends
when satisfied buy contact seventeen friends when they are
dissatisfied.
10

11
Summary
First, we identified personal communication channels involve
two or more persons communicating directly with each other
face-to-face, person-to-audience, over the telephone, or through
e-mail or the Internet. Personal communication channels derive
their effectiveness through individualized presentation and
immediate feedback.
Next, we defined word of mouth as The act of consumers
providing information to other consumers. Word-of-mouth
marketing is considered giving people a reason to talk about
your products and services, and making it easier for that
conversation to take place. It is the art and science of building
consumer-to-marketer communications.
Then, we identified techniques that are recent innovations in
word-of-mouth marketing: Buzz marketing, Viral marketing,
and Brand blogging.
Also, we determined that a direct sales force consists of full or
part-time paid employees who work exclusively for the
company. Meanwhile, a contractual sales force consists of
manufacturers’ representatives, sales agents, and brokers, who
either represent the company exclusively or represent a
portfolio of noncompeting companies.
Then, we learned that in addition to establishing a productive
compensation scheme, effective sales-force management entails
paying close attention to recruiting and selecting, training,
supervising, motivating and evaluating representatives.
Finally, we learned that direct marking is using channels to
reach and deliver goods and services to customers without using
middlemen. These channels include direct mail, catalogs,
telemarketing, kiosks, Web sites, television and radio ads, and
mobile devices. Direct marketers seek a measurable response—
typically a customer order, in which case it is sometimes called

direct-order marketing.
Communicating professionally and ethically is one of the
essential skill sets we can teach you at Strayer. The following
guidelines will ensure:
· Your writing is professional
· You avoid plagiarizing others, which is essential to writing
ethically
· You give credit to others in your work
Visit Strayer’s Academic Integrity Center for more information.
Winter 2019
Strayer University Writing Standards 2
� Include page numbers.
� Use 1-inch margins.
� Use Arial, Courier, Times New Roman, or Calibri font style.
� Use 10-, 11-, or 12-point font size for the body of your text.
� Use numerals (1, 2, 3, and so on) or spell out numbers (one,
two, three, and so on).
Be consistent with your choice throughout the assignment.
� Use either single or double spacing, according to assignment

guidelines.
� If assignment requires a title page:
· Include the assignment title, your name, course title, your
professor’s name, and the
date of submission on a separate page.
� If assignment does not require a title page (stated in the
assignment details):
a. Include all required content in a header at the top of your
document.
or b. Include all required content where appropriate for
assignment format.
Examples of appropriate places per assignment: letterhead of a
business letter
assignment or a title slide for a PowerPoint presentation.
� Use appropriate language and be concise.
� Write in active voice when possible. Find tips here.
� Use the point of view (first, second, or third person) required
by the assignment
guidelines.
� Use spelling and grammar check and proofread to help
ensure your work is error free.
� Use credible sources to support your ideas/work. Find tips
here.
� Cite your sources throughout your work when you borrow
someone else’s words or ideas.
Give credit to the authors.

� Look for a permalink tool for a webpage when possible
(especially when an electronic
source requires logging in like the Strayer Library). Find tips
here.
� Add each cited source to the Source List at the end of your
assignment. (See the Giving
Credit to Authors and Sources section for more details.)
� Don’t forget to cite and add your textbook to the Source List
if you use it as a source.
� Include a Source List when the assignment requires research
or if you cite the textbook.
� Type “Sources” centered on the first line of the page.
� List the sources that you used in your assignment.
� Organize sources in a numbered list and in order of use
throughout the paper. Use the
original number when citing a source multiple times.
� For more information, see the Source List section.
General Standards
Use Appropriate
Formatting
Title Your Work
Write Clearly
Cite Credible

Sources
Build a
Source List
Writing Assignments
Strayer University uses several different types of writing
assignments. The Strayer University
Student Writing Standards are designed to allow flexibility in
formatting your assignment and
giving credit to your sources. This section covers specific areas
to help you properly format
and develop your assignments. Note: The specific format
guidelines override guidelines in the
General Standards section.
Paper and Essay
Specific Format
Guidelines
PowerPoint or
Slideshow Specific
Format Guidelines
� Use double spacing throughout the body of your assignment.
� Use a consistent 12-point font throughout your assignment
submission. (For
acceptable fonts, see General Standards section.)
� Use the point of view (first or third person) required by the
assignment guidelines.

� Section headings can be used to divide different content
areas. Align section
headings (centered) on the page, be consistent, and include at
least two section
headings in the assignment.
� Follow all other General Standards section guidelines.
� Title slides should include the project name (title your work
to capture attention if
possible), a subtitle (if needed), the course title, and your name.
� Use spacing that improves professional style (mixing single
and double spacing as
needed).
� Use a background color or image on slides.
� Use Calibri, Lucida Console, Helvetica, Futura, Myriad Pro,
or Gill Sans font styles.
� Use 28-32 point font size for the body of your slides (based
on your chosen font
style). Avoid font sizes below 24-point.
� Use 36-44 point font size for the titles of your slides (based
on chosen font style).
� Limit content per slide (no more than 7 lines on any slide
and no more than 7
words per line).
� Include slide numbers when your slide show has 3+ slides.
You may place the
numbers wherever you like (but be consistent).

� Include appropriate images that connect directly to slide
content or presentation
content.
� Follow additional guidelines from the PowerPoint or
Slideshow Specific Format
Guidelines section and assignment guidelines.
Giving Credit to Authors and Sources
When quoting or paraphrasing another source, you need to give
credit by using an in-text
citation. An in-text citation includes the author’s last name and
the number of the source from
the Source List. A well-researched assignment has at least as
many sources as pages (see
Writing Assignments for the required number of sources). Find
tips here.
Option #1: Paraphrasing
Rewording Source Information in Your Own Words
· Rephrase the source information in your words.
Be sure not to repeat the same words of the author.
· Add a number to the end of your source (which will tie
to your Source List).
· Remember, you cannot just replace words of the
original sentence.

ORIGINAL SOURCE
“Writing at a college level requires informed
research.”
PARAPHRASING
As Harvey wrote, when writing a paper for
higher education, it is critical to research and
cite sources (1).
When writing a paper for higher education,
it is imperative to research and cite sources
(Harvey, 1).
Option #2: Quoting
Citing Another Person’s Work Word-For-Word
· Place quotation marks at the beginning and the end of
the quoted information.
· Add a number to the end of your source (which will tie
to your Source List).
· Do not quote more than one to two sentences
(approximately 25 words) at a time.
· Do not start a sentence with a quotation.
· Introduce and explain quotes within the context of
your paper.
ORIGINAL SOURCE
“Writing at a college level requires informed

research.”
QUOTING
Harvey wrote in his book, “Writing at a college
level requires informed research” (1).
Many authors agree, “Writing at a college
level requires informed research” (Harvey, 1).
Page Numbers
When referencing multiple pages in a text book or other
large book, consider adding page numbers to help the
reader understand where the information you referenced
can be found. You can do this in three ways:
a. In the body of your paper;
or b. In the citation;
or c. By listing page numbers in the order they were
used in your paper on the Source List.
Check with your instructor or the assignment guidelines to
see if there is a preference based on your course.
IN-TEXT CITATION
(Harvey, 1, p. 16)
In the example, the author is Harvey, the source list number

is 1, and the page number that this information can be
found on is page 16.
Multiple Sources (Synthesizing)
Synthesizing means using multiple sources in one sentence
or paragraph (typically paraphrased) to make a strong
point. This is normally done with more advanced writing,
but could happen in any writing where you use more than
one source.
The key here is clarity. If you paraphrase multiple sources
in the same sentence (of paragraph if the majority of the
information contained in the paragraph is paraphrased),
you should include each source in the citation. Separate
sources using semi-colons (;) and create the citation in
the normal style that you would for using only one source
(Name, Source Number).
SYNTHESIZED IN-TEXT CITATION
(Harvey, 1; Buchanan, 2)
In the example, the authors Harvey and Buchanan were
paraphrased to help the student make a strong point.
Harvey is the first source on the source list, and Buchanan is
the second source on the source list.
Traditional Sources
Discussion Posts
When quoting or paraphrasing a source for discussion

threads, include the source number in parenthesis after the
body text where you quote or paraphrase. At the end of
your post, type the word “Sources” and below that include
a list of any sources that you cited.
If you pulled information from more than one source,
continue to number the additional sources in the order that
they appear in your post.
For more information on building a Source List Entry, see
Source List section.
SAMPLE POST
The work is the important part of any writing
assignment. According to Smith, “writing
things down is the biggest challenge” (1).
This is significant because…
The other side of this is also important. It is
noted that “actually writing isn’t important as
much as putting ideas somewhere useful” (2).
SOURCES
1. William Smith. 2018. The Way Things Are.
http://www.samplesite.com/writing
2. Patricia Smith. 2018. The Way Things Really
Are. http://www.betterthansample.com/tiger
A web source is any source accessed through an internet
browser. Before using any source, first determine its credibility.
Then decide if the source is appropriate and relevant for your
project. Find tips here.

Home Pages
A home page is the main page that loads when you type
a standard web address. For instance, if you type Google.
com into the web browser, you will be taken to Google’s
home page.
If you do need to cite a home page, use the webpage’s
title from the browser. This found by moving your mouse
cursor over the webpage name at the top of the browser.
When citing a homepage, it is likely because there is a news
thread, image, or basic piece of information on a company
that you wish to include in your assignment.
Specific Web Pages
If you are using any web page other than the home page,
include the specific title of the page and the direct link (when
possible) for that specific page in your Source List Entry.
If your assignment used multiple pages from the same author/
source, create separate Source List Entries for each page
when possible (if the title and/or web address is different).
Web Sources
Effective Internet Links
When sharing a link to an article with your instructor and
classmates, start with a brief summary and why you chose
to share it.
Be sure to check the link you’re posting to be sure it will
work for your classmates. They should be able to just click

on the link and go directly to your shared site.
Share vs. URL Options
Cutting and pasting the URL (web address) from your browser
may not allow others to view your source. This makes it hard
for people to engage with the content you used.
To avoid this problem, look for a “share” option and choose
that when possible so your classmates and professor
get the full, direct link. Always test your link(s) before
submitting to make sure they work.
If you cannot properly share the link, include the article as an
attachment. Interested classmates and your professor can
reference the article shared as an attachment. Find tips here.
POOR EXAMPLE
Hey check out this article: http://www.
Jobs4You.FED/Jobs_u_can_get
BETTER EXAMPLE
After reading the textbook this week, I
researched job sites. I found an article on how
to find the best job site depending on the job
you’re looking for. The author shared some
interesting tools such as job sites that collect job
postings from other sites and ranks them from
newest to oldest, depending on category. Check
out the article at this link: http://www.Jobs4You.
FED/Jobs_u_can_get
Charts, images, and tables should be centered and followed by

an in-text citation. Design your page and place a citation
below the chart, image, or table. When referring to the chart,
image, or table in the body of the assignment, use the citation.
On your Source List, provide the following details of the visual:
· Author’s name (if created by you, provide your name)
· Date (if created by you, provide the year)
· Type (Chart, Image, or Table)
· How to find it (link or other information – See Source List
section for additional details).
Charts, Images, and Tables
Source List
The Source List (which includes the sources that you used in
your assignment) is a new page
you add at the end of your paper. The list has two purposes: it
gives credit to the authors that
you use and gives your readers enough information to find the
source without your help. Build
your Source List as you write.
· Type “Sources” at the top of a new page.
· Include a numbered list of the sources you used in your paper
(the numbers
indicate the order in which you used them).
1. Use the number one (1) for the first source used in the paper,
the number
two (2) for the second source, and so on.

2. Use the same number for a source if you use it multiple
times.
· Ensure each source includes five parts: author or
organization, publication date,
title, page number (if needed), and how to find it. If you have
trouble finding
these details, then re-evaluate the credibility of your source.
· Use the browser link for a public webpage.
· Use a permalink for a webpage when possible. Find tips here.
· Instruct your readers how to find all sources that do not have
a browser link
or a permalink.
· Separate each Source List Element with a period on your
Source List.
AUTHOR PUBLICATION DATE TITLE PAGE NO. HOW TO
FIND
The person(s) who
published the source. This
can be a single person,
a group of people, or an
organization. If the source
has no author, use “No
author” where you would
list the author.
The date the source was
published. If the source
has no publication date,
use “No date” where you

would list the date.
The title of the
source. If the
source has no title,
use “No title”
where you would
list the title.
The page
number(s) used. If
the source has no
page numbers,
omit this section
from your Source
List Entry.
Instruct readers how to find
all sources. Keep explanations
simple and concise, but
provide enough information
so the source can be located.
Note: It is your responsibility
to make sure the source can
be found.
Michael Harvey
In the case of multiple
authors, only list the first.
2013
This is not the same as

copyright date, which is
denoted by ©
The Nuts &
Bolts of College
Writing
p. 1
Include p. and
the page(s) used.
http://libdatab.strayer.edu/
login?url=http://search.
ebscohost.com/login.aspx
Setting Up the
Source List Page
Creating a
Source List Entry
Source List Elements
1. Michael Harvey. 2013. The Nuts & Bolts of College Writing.
p. 1. http://libdatab.strayer.edu/
login?url=http://search.ebscohost.com/login.aspx
Source List

1. Michael Harvey. 2013. The Nuts & Bolts of College Writing.
p. 1. http://libdatab.strayer.edu/login?url=http://search.
ebscohost.com/login.aspx
2. William R. Stanek. 2010. Storyboarding Techniques chapter
in Effective Writing for Business, College and Life. http://
libdatab.strayer.edu/login?url=http://search.ebscohost.com/login
.aspx?direct=true&db=nlebk&AN=359141&site=e
ds-live&scope=site&ebv=EB&ppid=pp_23
3. Zyad Hicham. 2017. Vocabulary Growth in College-Level
Students’ Narrative Writing. http://libdatab.strayer.edu/
login?url=http://search.ebscohost.com/login.aspx?direct=true&d
b=edsdoj&AN=edsdoj.9b7fad40e529462bafe3a936
aaf81420&site=eds-live&scope=site
4. Anya Kamenetz. July 10, 2015. The Writing Assignment That
Changes Lives. https://www.npr.org/sections/
ed/2015/07/10/419202925/the-writing-assignment-that-changes-
lives
5. Brad Thor. June 14, 2016. The Best Writing Advice I Ever
Got. http://time.com/4363050/brad-thor-best-writing-advice/
6. Karen Hertzberg. June 15, 2017. How to Improve Writing
Skills in 15 Easy Steps. https://www.grammarly.com/blog/
how-to-improve-writing-skills/
7. Roy Peter Clark. 2008. Writing Tools: 55 Essential Strategies
for Every Writer. p.55-67. Book on Amazon.com.
8. C.M. Gill. 2014. The Psychology of Grading and Scoring
chapter in Essential Writing Skills for College & Beyond.
Textbook.
9. ABC Company’s Policy & Procedures Committee. No Date.

Employee Dress and Attendance Policy. Policy in my office.
10. Henry M. Sayre. 2014. The Humanities: Culture, Continuity
and Change, Vol. 1. This is the HUM111 textbook.
11. Savannah Student. 2018. Image. http://www.studentsite.com
12. Don Dollarsign. 2018. Chart.
http://www.allaboutthemoney.com
13. Company Newsletter Name. 2018. Table. Company
Newsletter Printed Copy (provided upon request).
Best Med Hospital is the healthcare provider we’ve been
discussing.
Week 10 Discussion
"Personal Marketing Communications and Organizing,
Implementing, and Controlling Marketing" Please respond to
the following:
· Select a health care provider with which you are familiar and
determine the role of patient-centered care by that provider, its
impact, and the best way for that provider to leverage/encourage
word-of-mouth marketing. Explain the role of the marketing
department, recommendations for improvement, and your
rationale.
· Discuss the best way to leverage the latest electronic
interactive direct-marketing tools in health care. Provide
specific examples to support your response.
Bottom of Form
Week 11 Discussion
"Looking Back and Looking Ahead" Please respond to the
following:
· Discuss the single most important or surprising lesson learned
in this class as well as what made it so.

· Summarize what you learned in the class in 140 characters or
less (something you could post on Twitter).
· Discuss how you will apply the lessons learned from this class
to your current or future career in the health care industry.
Provide specific examples to support your response.
· Consider the way that health care is marketed today and
suggest at least one innovative technique that could
revolutionize health care marketing in the future.
Bottom of Form

Chapter 14Personal Marketing Communications Word-of-Mou.docx

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