Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
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 Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
Business Case #5 Marketing Communications Marketing i.docxRAHUL126667
Business Case #5
Marketing Communications
Marketing is the process through which a firm creates value for its customers by delivering (place)
the goods and services (product) that meet their needs and wants. For this to be sustainable, the
firm must monetarily capture a portion of the value created (price). And for this exchange to occur,
the consumer must be aware of the product’s existence, its value proposition, its place of
availability, and its price. Advertising and sales promotions are the main communication tools by
which companies convey this information and further persuade current and prospective customers
to engage in a value exchange with the firm.
This note identifies the main issues involved in the effective management of the marketing
communication process. It first defines the purpose of communication. Then it classifies the tools
available to communicate with consumers. In the sequel, it elaborates on how consumers respond
to communication attempts. Finally, it lays out a framework for marketers to manage the entire
communication process.
Purposes of Communication
The ultimate purpose of marketing communication is to influence consumers to engage in a value
exchange with the firm. It does so by informing and persuading consumers. Marketing
communications inform consumers of the existence (awareness) and benefits of products, services,
and ideas. It also persuades consumers to change their attitudes and behaviors regarding goo ds and
services. There are, thus, four broad types of intermediary communication goals to be achieved:
Awareness: To capture one’s attention to a product, service, or idea.
Information: To convey factual information about a product, service, or idea.
Attitude (or image): To persuade consumers to change their attitude regarding a brand.
Call-to-action: To persuade consumers to act through specific behavior (e.g., purchase).
If done correctly, these intermediary goals of informing and persuading should eventually lead to
a value exchange. How this is achieved in practice can be understood by looking at the consumer’s
decision-making process (DMP).
Decision-Making Process
While the desired end result of all marketing activities, including communication, is typically an
exchange (often money for goods/services), there is a typical sequence of steps a consumer goes
through that lead up to this event. This sequence of steps or stages defines the consumer’s decision -
making process. A valid communication goal could be just to move the customer from one of these
early steps to the next. Determining the elements of a marketing communication strategy begins
with a careful analysis of the target consumers’ DMP.
Business Case #5
Figure 1 shows the types of responses—categorized as cognitive, affective, and behavioral—
required from consumers to move them along a typical DMP for a short lifecycle category (e.g.,
confectionary). In ...
Business Case #5 Marketing Communications Marketing i.docxRAHUL126667
Business Case #5
Marketing Communications
Marketing is the process through which a firm creates value for its customers by delivering (place)
the goods and services (product) that meet their needs and wants. For this to be sustainable, the
firm must monetarily capture a portion of the value created (price). And for this exchange to occur,
the consumer must be aware of the product’s existence, its value proposition, its place of
availability, and its price. Advertising and sales promotions are the main communication tools by
which companies convey this information and further persuade current and prospective customers
to engage in a value exchange with the firm.
This note identifies the main issues involved in the effective management of the marketing
communication process. It first defines the purpose of communication. Then it classifies the tools
available to communicate with consumers. In the sequel, it elaborates on how consumers respond
to communication attempts. Finally, it lays out a framework for marketers to manage the entire
communication process.
Purposes of Communication
The ultimate purpose of marketing communication is to influence consumers to engage in a value
exchange with the firm. It does so by informing and persuading consumers. Marketing
communications inform consumers of the existence (awareness) and benefits of products, services,
and ideas. It also persuades consumers to change their attitudes and behaviors regarding goo ds and
services. There are, thus, four broad types of intermediary communication goals to be achieved:
Awareness: To capture one’s attention to a product, service, or idea.
Information: To convey factual information about a product, service, or idea.
Attitude (or image): To persuade consumers to change their attitude regarding a brand.
Call-to-action: To persuade consumers to act through specific behavior (e.g., purchase).
If done correctly, these intermediary goals of informing and persuading should eventually lead to
a value exchange. How this is achieved in practice can be understood by looking at the consumer’s
decision-making process (DMP).
Decision-Making Process
While the desired end result of all marketing activities, including communication, is typically an
exchange (often money for goods/services), there is a typical sequence of steps a consumer goes
through that lead up to this event. This sequence of steps or stages defines the consumer’s decision -
making process. A valid communication goal could be just to move the customer from one of these
early steps to the next. Determining the elements of a marketing communication strategy begins
with a careful analysis of the target consumers’ DMP.
Business Case #5
Figure 1 shows the types of responses—categorized as cognitive, affective, and behavioral—
required from consumers to move them along a typical DMP for a short lifecycle category (e.g.,
confectionary). In ...
Assignment Consumerism Affecting Innovation DUE 26As we contin.docxwilliejgrant41084
Assignment: Consumerism Affecting Innovation DUE 2/6
As we continue to explore the impact of emerging technologies on business and society, your second assignment is to prepare a discussion on how the new consumerism is affecting innovation in business. We discussed new consumerism last week (see lecture below pg 2-8). The assignment is as follows:
- Explain consumerism (in your own words!)
- Identify a specific aspect of new consumerism and provide detailed examples of how this new consumerism resulted in innovative responses by an organization of your choosing.
- Provide 3 or 4 bullets on ways that companies can 'listen' (and interact with) their customers in order to not miss innovative opportunities. Think like a consultant: if you had to provide 3 or 4 suggestions for an organization to do, what would you suggest?
_____________________________________________
All original writing please and provide your sources.
A business-like presentation / proper spelling, grammar is important.
“New Consumerism”
Overview
With the onslaught of disruptive technology, consumer behavior and ultimately decision-making is changing like never before. The new age consumers are taking control of their journey, discovering relevant product and service information and making decisions their way in real time. With Internet and social media as their weapon, consumers are making sure that businesses have no other way out, than to compete with each other in real time. The behavior of the interconnected consumers is not only changing, it is opening and closing traditional touch points, places, and ways to engage customers in real time and at the right time. Although we are talking about connected customers here, let’s also learn about the three categories that various consumers fall into –
Generation C is building an efficient human network where information and experiences serve as the ties that bind relationships. Therefore, it seems only fitting that firms apply a human touch in their marketing efforts. It is important that firms follow these four steps to connect with the customers:
1 Listen
2 Learn
3 Engage
4 Adapt
How do we manage the emerging trends being driven by these consumers?
Understanding the customers is the only way to develop effective and meaningful marketing, sales, and service strategies. This is the only way a company is able to develop or inspire a vision to provide their customers the satisfaction and experience they desire. Without this, the experience is left to the customer to determine and share.
This creates chaos and confusion in the market. Since connected consumers are the most influenced by those they know, the brand value of a product or service spirals down faster than one thinks.
This means organizations need to be on top of their products, brand - and customers.
The Dynamic Customer Journey
The Dynamic Customer Journey (DCJ) is about businesses building on existing experiences to retain customers. During the journey,.
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
This slide consists of Advertising: Advertising, objectives, task and process, market segmentation and target audience — Message and copy development
This slide is mainly useful for BBA student of Madras University 5th-semester students
Chapter 14
Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing
*
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
*
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.
*
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
*
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, tele ...
Integrated Marketing: What it Is and Why You Should Embrace It (part 3 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
httpswww.azed.govoelaselpsUse this to see the English Lang.docxpooleavelina
https://www.azed.gov/oelas/elps/
Use this to see the English Language Proficiency Standards of Arizona-Pick a grade level
https://cms.azed.gov/home/GetDocumentFile?id=54de1d88aadebe14a87070f0
http://www.corestandards.org/ELA-Literacy/introduction/how-to-read-the-standards/
how to read standards
Week 04
Acquisition and Customer Lifetime Value (CLV)
https://www.smh.com.au/politics/federal/nbn-customers-face-higher-prices-or-poorer-internet-connection-audit-warns-20190813-p52go7.html
Customer Relationship Management?
CRM is the process of carefully managing detailed information about individual
customers and all customer touch points to maximize customer loyalty.
Now closely associated with data warehousing and mining
Relationship
Relationship
Identifying good customers: RFM Model
Recency
Frequency
Monetary Value
Time/purchase occasions since the last purchase
Number of purchase occasions since first purchase
Amount spent since the first purchase
R
F
M
Total RFM Score: R Score + F score + M Score
CASE: Database for BookBinders Book Club
Predict response to a mailing for the book, Art History of Florence, based on the
following variables accumulated in the database and the responses to a test mailing:
Gender
Amount purchased
Months since first purchase
Months since last purchase
Frequency of purchase
Past purchases of art books
Past purchases of children’s books
Past purchases of cook books
Past purchases of DIY books
Past purchases of youth books
Recency
Frequency
Monetary
Example: RFM Model Scoring Criteria
R
Months from last
purchase
13-max 10-12 7-9 3-6 0-2
Score 5pts 10 15 20 25
F
Frequency > 30 21-30 16-20 11-15 0-10
Score 25pts 20 15 10 5
M
Amount
purchased
> 400 301-400 201-300 101- 200 100
Score 50 45 30 15 10
Implement using Nested If statements in Excel
Decile Classification
• Standard Assessment Method
• Apply the results of approach and
calculate the “score” of each individual
• Order the customers based on “score”
from the highest to the lowest
• Divide into deciles
• Calculate profits per deciles
Customer 1 Score 1.00
Customer 2 Score 0.99
….
Customer 230 Score 0.92
Customer 2300 Score 0.00
Decile1
Decile10
…
..
…
..
Output for Bookbinders club
Decile Score RFM No. of Mailings Cost of mailing RFM Units sold RFM Profit
10 17.6% 5000 $3,250 783 $4,733
20 34.8% 10000 $6,500 1,543 $9,243
30 46.1% 15000 $9,750 2,043 $11,093
40 53.4% 20000 $13,000 2,370 $11,170
50 65.2% 25000 $16,250 2,891 $13,241
60 77.9% 30000 $19,500 3,457 $15,757
70 83.3% 35000 $22,750 3,696 $14,946
80 91.7% 40000 $26,000 4,065 $15,465
90 97.5% 45000 $29,250 4,326 $14,876
100 100.0% 50000 $32,500 4,435 $12,735
Note: Market Potential = 4435 units and margin = $10.20
Leaky bucket
New customer
acquisition
Purchase increase by
current customers
Purchase decrease by
current customers
Lost customers
Lost customers
Credit Card Rewards Program ...
Assignment Consumerism Affecting Innovation DUE 26As we contin.docxwilliejgrant41084
Assignment: Consumerism Affecting Innovation DUE 2/6
As we continue to explore the impact of emerging technologies on business and society, your second assignment is to prepare a discussion on how the new consumerism is affecting innovation in business. We discussed new consumerism last week (see lecture below pg 2-8). The assignment is as follows:
- Explain consumerism (in your own words!)
- Identify a specific aspect of new consumerism and provide detailed examples of how this new consumerism resulted in innovative responses by an organization of your choosing.
- Provide 3 or 4 bullets on ways that companies can 'listen' (and interact with) their customers in order to not miss innovative opportunities. Think like a consultant: if you had to provide 3 or 4 suggestions for an organization to do, what would you suggest?
_____________________________________________
All original writing please and provide your sources.
A business-like presentation / proper spelling, grammar is important.
“New Consumerism”
Overview
With the onslaught of disruptive technology, consumer behavior and ultimately decision-making is changing like never before. The new age consumers are taking control of their journey, discovering relevant product and service information and making decisions their way in real time. With Internet and social media as their weapon, consumers are making sure that businesses have no other way out, than to compete with each other in real time. The behavior of the interconnected consumers is not only changing, it is opening and closing traditional touch points, places, and ways to engage customers in real time and at the right time. Although we are talking about connected customers here, let’s also learn about the three categories that various consumers fall into –
Generation C is building an efficient human network where information and experiences serve as the ties that bind relationships. Therefore, it seems only fitting that firms apply a human touch in their marketing efforts. It is important that firms follow these four steps to connect with the customers:
1 Listen
2 Learn
3 Engage
4 Adapt
How do we manage the emerging trends being driven by these consumers?
Understanding the customers is the only way to develop effective and meaningful marketing, sales, and service strategies. This is the only way a company is able to develop or inspire a vision to provide their customers the satisfaction and experience they desire. Without this, the experience is left to the customer to determine and share.
This creates chaos and confusion in the market. Since connected consumers are the most influenced by those they know, the brand value of a product or service spirals down faster than one thinks.
This means organizations need to be on top of their products, brand - and customers.
The Dynamic Customer Journey
The Dynamic Customer Journey (DCJ) is about businesses building on existing experiences to retain customers. During the journey,.
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
This slide consists of Advertising: Advertising, objectives, task and process, market segmentation and target audience — Message and copy development
This slide is mainly useful for BBA student of Madras University 5th-semester students
Chapter 14
Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing
*
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
*
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.
*
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
*
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, tele ...
Integrated Marketing: What it Is and Why You Should Embrace It (part 3 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
httpswww.azed.govoelaselpsUse this to see the English Lang.docxpooleavelina
https://www.azed.gov/oelas/elps/
Use this to see the English Language Proficiency Standards of Arizona-Pick a grade level
https://cms.azed.gov/home/GetDocumentFile?id=54de1d88aadebe14a87070f0
http://www.corestandards.org/ELA-Literacy/introduction/how-to-read-the-standards/
how to read standards
Week 04
Acquisition and Customer Lifetime Value (CLV)
https://www.smh.com.au/politics/federal/nbn-customers-face-higher-prices-or-poorer-internet-connection-audit-warns-20190813-p52go7.html
Customer Relationship Management?
CRM is the process of carefully managing detailed information about individual
customers and all customer touch points to maximize customer loyalty.
Now closely associated with data warehousing and mining
Relationship
Relationship
Identifying good customers: RFM Model
Recency
Frequency
Monetary Value
Time/purchase occasions since the last purchase
Number of purchase occasions since first purchase
Amount spent since the first purchase
R
F
M
Total RFM Score: R Score + F score + M Score
CASE: Database for BookBinders Book Club
Predict response to a mailing for the book, Art History of Florence, based on the
following variables accumulated in the database and the responses to a test mailing:
Gender
Amount purchased
Months since first purchase
Months since last purchase
Frequency of purchase
Past purchases of art books
Past purchases of children’s books
Past purchases of cook books
Past purchases of DIY books
Past purchases of youth books
Recency
Frequency
Monetary
Example: RFM Model Scoring Criteria
R
Months from last
purchase
13-max 10-12 7-9 3-6 0-2
Score 5pts 10 15 20 25
F
Frequency > 30 21-30 16-20 11-15 0-10
Score 25pts 20 15 10 5
M
Amount
purchased
> 400 301-400 201-300 101- 200 100
Score 50 45 30 15 10
Implement using Nested If statements in Excel
Decile Classification
• Standard Assessment Method
• Apply the results of approach and
calculate the “score” of each individual
• Order the customers based on “score”
from the highest to the lowest
• Divide into deciles
• Calculate profits per deciles
Customer 1 Score 1.00
Customer 2 Score 0.99
….
Customer 230 Score 0.92
Customer 2300 Score 0.00
Decile1
Decile10
…
..
…
..
Output for Bookbinders club
Decile Score RFM No. of Mailings Cost of mailing RFM Units sold RFM Profit
10 17.6% 5000 $3,250 783 $4,733
20 34.8% 10000 $6,500 1,543 $9,243
30 46.1% 15000 $9,750 2,043 $11,093
40 53.4% 20000 $13,000 2,370 $11,170
50 65.2% 25000 $16,250 2,891 $13,241
60 77.9% 30000 $19,500 3,457 $15,757
70 83.3% 35000 $22,750 3,696 $14,946
80 91.7% 40000 $26,000 4,065 $15,465
90 97.5% 45000 $29,250 4,326 $14,876
100 100.0% 50000 $32,500 4,435 $12,735
Note: Market Potential = 4435 units and margin = $10.20
Leaky bucket
New customer
acquisition
Purchase increase by
current customers
Purchase decrease by
current customers
Lost customers
Lost customers
Credit Card Rewards Program ...
httpfmx.sagepub.comField Methods DOI 10.117715258.docxpooleavelina
http://fmx.sagepub.com
Field Methods
DOI: 10.1177/1525822X04269550
2005; 17; 30 Field Methods
Don A. Dillman and Leah Melani Christian
Survey Mode as a Source of Instability in Responses across Surveys
http://fmx.sagepub.com/cgi/content/abstract/17/1/30
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10.1177/1525822X04269550FIELD METHODSDillman, Christian / SURVEY MODE AS SOURCE OF INSTABILITY
Survey Mode as a Source of Instability
in Responses across Surveys
DON A. DILLMAN
LEAH MELANI CHRISTIAN
Washington State University
Changes in survey mode for conducting panel surveys may contribute significantly to
survey error. This article explores the causes and consequences of such changes in
survey mode. The authors describe how and why the choice of survey mode often
causes changes to be made to the wording of questions, as well as the reasons that
identically worded questions often produce different answers when administered
through different modes. The authors provide evidence that answers may change as a
result of different visual layouts for otherwise identical questions and suggest ways
to keep measurement the same despite changes in survey mode.
Keywords: survey mode; questionnaire; panel survey; measurement; survey error
Most panel studies require measurement of the same variables at different
times. Often, participants are asked questions, several days, weeks, months,
or years apart to measure change in some characteristics of interest to the
investigation. These characteristics might include political attitudes, satis-
faction with a health care provider, frequency of a behavior, ownership of
financial resources, or level of educational attainment. Whatever the charac-
teristic of interest, it is important that the question used to ascertain it perform
the same across multiple data collections.
In addition, declining survey response rates, particularly for telephone
surveys, have encouraged researchers to use multiple modes of data collec-
tion during the administration of a single cross-sectional survey. Encouraged
by the availability of more survey modes than in the past and evidence that a
change in modes produces higher response rates (Dillman 2002), surveyors
This is a revision of a paper presented at t ...
https://iexaminer.org/fake-news-personal-responsibility-must-trump-intellectual-laziness/
Fake news: Personal responsibility must trump intellectual laziness
By Matt Chan January 4, 2017
Where do you get your news? That question has become incredibly important given the results of our Presidential Election. How many times have you heard, “I read a news story on Facebook and …” The problem: Facebook is not a news service; it’s a “social media” site whose purpose is to connect like-minded friends and family, to provide you with social connections, and online entertainment.
For Asian Americans social media provides an important and useful way of connecting socially and in some cases politically, but there is a downside. The downside is how social media actually works. These sites employ elaborate algorithms to track and analyze your posts, likes, and dislikes to provide you with a custom experience unique to you. The truth is you are being marketed to, not informed. What looks like news, is not really news, it’s personal validation. All in an attempt to keep you on the site longer, to click a few more things, to make you feel good about what you’re reading. It makes it seem like most people agree with you because you’re only fed information and stories that validate your worldview.
On the other hand, real news is hard work. Its fact-based information presented by people who have checked, researched, and documented what they are presenting as the truth. Real news can be verified.
“Fake News” is, well, fake, often times entirely made-up or containing a hint of truth. Social media was largely responsible for pushing “fake news” stories that were entirely made up to drive clicks on websites. These clicks in turn generated money for the people promoting the stories. The more outrageous the story, the more clicks, the more revenue. When you factor in the algorithms that feed you what you like, you can clearly see the more “fake news” you consume on social media, the more is pushed your way. There’s an abundance of pseudo news sites that merely re-post and curate existing stories, adding their bias to validate their audience’s beliefs, no matter how crazy or mainstream. It is curated solely for you. Now factor in that nearly 44% of Americans obtain some or most of their news from social media and you have a very toxic mix.
The mainstream news media has also fallen into this validation trap. You have one news network that solely reflects the right wing, others that take the view of the left-center leaning, and what is lost are the facts and context, the balance we need to evaluate, learn, and understand the world. People seeking fact-based journalism lose, because the more extreme the media becomes to entice consumers with provocative headlines and click-bait to earn more money, the less their news is fact-based and becomes more opinion driven.
There was a time when fact-based reporting was required of broadcast news. It was called “The Fairness Doctrin ...
http1500cms.comBECAUSE THIS FORM IS USED BY VARIOUS .docxpooleavelina
http://1500cms.com/
BECAUSE THIS FORM IS USED BY VARIOUS GOVERNMENT AND PRIVATE HEALTH PROGRAMS, SEE SEPARATE INSTRUCTIONS ISSUED BY
APPLICABLE PROGRAMS.
NOTICE: Any person who knowingly files a statement of claim containing any misrepresentation or any false, incomplete or misleading information may
be guilty of a criminal act punishable under law and may be subject to civil penalties.
REFERS TO GOVERNMENT PROGRAMS ONLY
MEDICARE AND CHAMPUS PAYMENTS: A patient’s signature requests that payment be made and authorizes release of any information necessary to process
the claim and certifies that the information provided in Blocks 1 through 12 is true, accurate and complete. In the case of a Medicare claim, the patient’s signature
authorizes any entity to release to Medicare medical and nonmedical information, including employment status, and whether the person has employer group health
insurance, liability, no-fault, worker’s compensation or other insurance which is responsible to pay for the services for which the Medicare claim is made. See 42
CFR 411.24(a). If item 9 is completed, the patient’s signature authorizes release of the information to the health plan or agency shown. In Medicare assigned or
CHAMPUS participation cases, the physician agrees to accept the charge determination of the Medicare carrier or CHAMPUS fiscal intermediary as the full charge,
and the patient is responsible only for the deductible, coinsurance and noncovered services. Coinsurance and the deductible are based upon the charge
determination of the Medicare carrier or CHAMPUS fiscal intermediary if this is less than the charge submitted. CHAMPUS is not a health insurance program but
makes payment for health benefits provided through certain affiliations with the Uniformed Services. Information on the patient’s sponsor should be provided in those
items captioned in “Insured”; i.e., items 1a, 4, 6, 7, 9, and 11.
BLACK LUNG AND FECA CLAIMS
The provider agrees to accept the amount paid by the Government as payment in full. See Black Lung and FECA instructions regarding required procedure and
diagnosis coding systems.
SIGNATURE OF PHYSICIAN OR SUPPLIER (MEDICARE, CHAMPUS, FECA AND BLACK LUNG)
I certify that the services shown on this form were medically indicated and necessary for the health of the patient and were personally furnished by me or were furnished
incident to my professional service by my employee under my immediate personal supervision, except as otherwise expressly permitted by Medicare or CHAMPUS
regulations.
For services to be considered as “incident” to a physician’s professional service, 1) they must be rendered under the physician’s immediate personal supervision
by his/her employee, 2) they must be an integral, although incidental part of a covered physician’s service, 3) they must be of kinds commonly furnished in physician’s
offices, and 4) the services of nonphysicians must be included on the physician’s bills.
For CHA ...
https://www.medicalnewstoday.com/articles/323444.php
https://ascopubs.org/doi/full/10.1200/JCO.2008.16.0333
https://journals.lww.com/co-hematology/Abstract/2007/03000/Influence_of_new_molecular_prognostic_markers_in.5.aspx
Influence of new molecular prognostic markers in patients with karyotypically normal acute myeloid leukemia: recent advances
Mrózek, Krzysztofa; Döhner, Hartmutb; Bloomfield, Clara Da
Current Opinion in Hematology: March 2007 - Volume 14 - Issue 2 - p 106–114
doi: 10.1097/MOH.0b013e32801684c7
Myeloid disease
Purpose of review Molecular study of cytogenetically normal acute myeloid leukemia is among the most active areas of leukemia research. Despite having the same normal karyotype, adults with de-novo cytogenetically normal acute myeloid leukemia who constitute the largest cytogenetic group of acute myeloid leukemia, are very diverse with respect to acquired gene mutations and gene expression changes. These genetic alterations affect clinical outcome and may assist in selection of proper treatment. Herein we critically summarize recent clinically relevant molecular genetic studies of cytogenetically normal acute myeloid leukemia.
Recent findings NPM1 gene mutations causing aberrant cytoplasmic localization of nucleophosmin have been demonstrated to be the most frequent submicroscopic alterations in cytogenetically normal acute myeloid leukemia and to confer improved prognosis, especially in patients without a concomitant FLT3 gene internal tandem duplication. Overexpressed BAALC, ERG and MN1 genes and expression of breast cancer resistance protein have been shown to confer poor prognosis. A gene-expression signature previously suggested to separate cytogenetically normal acute myeloid leukemia patients into prognostic subgroups has been validated on a different microarray platform, although gene-expression signature-based classifiers predicting outcome for individual patients with greater accuracy are still needed.
Summary The discovery of new prognostic markers has increased our understanding of leukemogenesis and may lead to improved prognostication and generation of novel risk-adapted therapies.
http://www.bloodjournal.org/content/127/1/53?sso-checked=true
An update of current treatments for adult acute myeloid leukemia
Hervé Dombret and Claude Gardin
Abstract
Recent advances in acute myeloid leukemia (AML) biology and its genetic landscape should ultimately lead to more subset-specific AML therapies, ideally tailored to each patient's disease. Although a growing number of distinct AML subsets have been increasingly characterized, patient management has remained disappointingly uniform. If one excludes acute promyelocytic leukemia, current AML management still relies largely on intensive chemotherapy and allogeneic hematopoietic stem cell transplantation (HSCT), at least in younger patients who can tolerate such intensive treatments. Nevertheless, progress has been made, notably in terms of standard drug dose in ...
httpstheater.nytimes.com mem theater treview.htmlres=9902e6.docxpooleavelina
https://theater.nytimes.com/ mem/ theater/ treview.html?res=9902e6db1639f931a25753c1a962948260
THEATER: WILSON'S 'MA RAINEY'S' OPENS
By FRANK RICH
Published: October 12, 1984, Friday
LATE in Act I of ''Ma Rainey's Black Bottom,'' a somber, aging band trombonist (Joe Seneca) tilts his head heavenward to sing the blues. The setting is a dilapidated Chicago recording studio of 1927, and the song sounds as old as time. ''If I had my way,'' goes the lyric, ''I would tear this old building down.''
Once the play has ended, that lyric has almost become a prophecy. In ''Ma Rainey's Black Bottom,'' the writer August Wilson sends the entire history of black America crashing down upon our heads. This play is a searing inside account of what white racism does to its victims - and it floats on the same authentic artistry as the blues music it celebrates. Harrowing as ''Ma Rainey's'' can be, it is also funny, salty, carnal and lyrical. Like his real-life heroine, the legendary singer Gertrude (Ma) Rainey, Mr. Wilson articulates a legacy of unspeakable agony and rage in a spellbinding voice.
The play is Mr. Wilson's first to arrive in New York, and it reached here, via the Yale Repertory Theater, under the sensitive hand of the man who was born to direct it, Lloyd Richards. On Broadway, Mr. Richards has honed ''Ma Rainey's'' to its finest form. What's more, the director brings us an exciting young actor - Charles S. Dutton - along with his extraordinary dramatist. One wonders if the electricity at the Cort is the same that audiences felt when Mr. Richards, Lorraine Hansberry and Sidney Poitier stormed into Broadway with ''A Raisin in the Sun'' a quarter-century ago.
As ''Ma Rainey's'' shares its director and Chicago setting with ''Raisin,'' so it builds on Hansberry's themes: Mr. Wilson's characters want to make it in white America. And, to a degree, they have. Ma Rainey (1886-1939) was among the first black singers to get a recording contract - albeit with a white company's ''race'' division. Mr. Wilson gives us Ma (Theresa Merritt) at the height of her fame. A mountain of glitter and feathers, she has become a despotic, temperamental star, complete with a retinue of flunkies, a fancy car and a kept young lesbian lover.
The evening's framework is a Paramount-label recording session that actually happened, but whose details and supporting players have been invented by the author. As the action swings between the studio and the band's warm-up room - designed by Charles Henry McClennahan as if they might be the festering last- chance saloon of ''The Iceman Cometh'' - Ma and her four accompanying musicians overcome various mishaps to record ''Ma Rainey's Black Bottom'' and other songs. During the delays, the band members smoke reefers, joke around and reminisce about past gigs on a well-traveled road stretching through whorehouses and church socials from New Orleans to Fat Back, Ark.
The musicians' speeches are like improvised band solos - variously fiz ...
https://fitsmallbusiness.com/employee-compensation-plan/
The puzzle of motivation | Dan Pink [Video file]. Retrieved from https://www.youtube.com/watch?v=rrkrvAUbU9Y
Refining the total rewards package through employee input at MillerCoors [Video file]. Retrieved from https://www.youtube.com/watch?v=_I7nv0B4_NU&feature=youtu.be
How to design an employee compensation plan [SlideShare slides]. Retrieved from http://www.slideshare.net/FitSmallBusiness/how-to-design-a-compensation-plan-dave?ref=http://fitsmallbusiness.com/how-to-pay-employees/
Compensation strategies [Video file]. Retrieved from https://youtu.be/U2wjvBigs7w
· Expectations for Power Point Presentations in Units IV and V
I would like to provide information about what needs to be included in presentations. Please review the rubric prior to submitting any assignment. If you don't know where to find this, please contact me.
1. You need a title slide.
2. You need an overview of the presentation slide (slide after the title slide). This is how you would organize a presentation if you were presenting it at work.
3. You need a summary slide (before the reference slide); same reason as above.
4. Please do not forget to cite on slides where you are writing about something related to what you have read. Please consider each slide a paragraph. You can cite on the slides or in the notes. If you do not cite, you will not get credit for the slide.
- Direct quotes should not be used in this presentation as they are not analysis.
5. Remember, all I can evaluate is what you submit, so please consider using notes to explain what you are writing in further detail. Bullets are great and you can use these but then provide more detail in the notes.
6. Graphics - Please include graphics/charts/graphs as this is evaluated in the rubric (quality of the presentation).
7. References - For all references, you need citations. For all citations, you need references. They must match. All must be formatted using APA requirements. Please review the Quick Reference Guide that was posted in the announcements.
Please never hesitate to email me with any questions. If you need further clarification about feedback or if you do not agree with any of the feedback, please contact me. My door is always open.
Assignment 1
Positioning Statement and Motto
Use the provided information, as well as your own research, to assess one (1) of the stated brands (Tesla, SmoothieKing, Suave, or Nintendo) by completing the questions below with an ORIGINAL response to each. At the end of the worksheet, be sure to develop a new ORIGINAL positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Tesla, SmoothieKing, Suave or Nintendo):
1. Target Customers/Users
Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. (NOTE: DO NO ...
http://hps.org/documents/pregnancy_fact_sheet.pdf
https://www.asge.org/docs/default-source/education/practice_guidelines/doc-5c7150fd-910a-4181-89bf-bc697b369103.pdf?sfvrsn=6
http://hps.org/hpspublications/articles/pregnancyandradiationexposureinfosheet.html
Data Science
and
Big Data Analytics
Chapter 12: The Endgame, or Putting It All Together
1
Chapter Contents
12.1 Communicating and Operationalizing an Analytics Project
12.2 Creating the Final Deliverables
Developing core material for multiple audiences, project goals, main findings, approach, model description, key points supported with data, model details, recommendations, tips on final presentation, providing technical specifications and code
12.3 Data Visualization Basics
Key points supported with data, evolution of a graph, common representation methods, how to clean up a graphic, additional considerations
Summary
2
12.1 Communicating and Operationalizing an Analytics Project
3
12.1 Communicating and Operationalizing an Analytics Project
Deliverables and Stakeholders
4
12.1 Communicating and Operationalizing an Analytics Project
Deliverables
General Deliverables – from Textbook
Presentation for Project Sponsors
Presentation for Analysts
Code
Technical Specifications
Deliverables For This Course
Presentation for Analysts – half hour per team, next week
Technical Paper for Research Day Conference
Submit CD – Presentation, Paper, Data or URL, Code
5
12.2 Creating the Final Deliverables
Case Study – Fictional Bank Churn Prediction
This section describes a scenario of a fictional bank and a churn prediction model of its customers
The analytic plan contains components that can be used as inputs for writing the final presentations
scope
underlying assumptions
modeling techniques
initial hypotheses
and key findings
6
12.2 Creating the Final Deliverables
Case Study – Fictional Bank Churn Prediction
7
12.2 Creating the Final Deliverables
Case Study – Fictional Bank Analytics Plan
8
12.2 Creating the Final Deliverables
12.2.1 Developing Core Material for Multiple Audiences
Some project components have dual use
Create core materials used for both analyst and business audiences
Three areas on the next slide used for both audiences
Sections after the following overview slide
12.2.2 – Project Goals
12.2.3 – Key Findings
12.2.4 – Approach
12.2.5 – Model Description
12.2.6 – Key Points Supported by Data
12.2.7 – Model Details
12.2.8 – Recommendations
12.2.9 – Additional Tips on the Final Presentation
12.2.10 – Providing Technical Specifications and Code
9
12.2 Creating the Final Deliverables
12.2.1 Developing Core Material for Multiple Audiences
10
12.2 Creating the Final Deliverables
12.2.2 Project Goals
The project goals portion of the final presentation is generally the same for sponsors and analysts
The project goals are described first to lay the groundwork for the solution and recommendations
Generally, the goals are agreed on earl ...
https://www.worldbank.org/en/country/vietnam/overview
-------------- Context ----------------
Vietnam’s development over the past 30 years has been remarkable. Economic and political reforms under Đổi Mới, launched in 1986, have spurred rapid economic growth, transforming what was then one of the world’s poorest nations into a lower middle-income country. Between 2002 and 2018, more than 45 million people were lifted out of poverty. Poverty rates declined sharply from over 70% to below 6% (US$3.2/day PPP), and GDP per capita increased by 2.5 times, standing over US$2,500 in 2018.
In the medium-term, Vietnam’s economic outlook is positive, despite signs of cyclical moderation in growth. After peaking at 7.1% in 2018, real GDP growth in 2019 is projected to slightly decelerate in 2019, led by weaker external demand and continued tightening of credit and fiscal policies. Real GDP growth is projected to remain robust at around 6.5% in 2020 and 2021. Annual headline inflation has been stable for the seven consecutive years – at single digits, trending towards 4% and below in recent years. The external balance remains under control and should continue to be financed by strong FDI inflows which reached almost US$18 billion in 2018 – accounting for almost 24% of total investment in the economy.
Vietnam is experiencing rapid demographic and social change. Its population reached 97 million in 2018 (up from about 60 million in 1986) and is expected to expand to 120 million before moderating around 2050. Today, 70% of the population is under 35 years of age, with a life expectancy of 76 years, the highest among countries in the region at similar income levels. But the population is rapidly aging. And an emerging middle class, currently accounting for 13% of the population, is expected to reach 26% by 2026.
Vietnam ranks 48 out of 157 countries on the human capital index (HCI), second in ASEAN behind Singapore. A Vietnamese child born today will be 67% as productive when she grows up as she could be if she enjoyed complete education and full health. Vietnam’s HCI is highest among middle-income countries, but there are some disparities within the country, especially for ethnic minorities. There would also be a need to upgrade the skill of the workforce to create productive jobs at a large scale in the future.
Over the last thirty years, the provision of basic services has significantly improved. Access of households to modern infrastructure services has increased dramatically. As of 2016, 99% of the population used electricity as their main source of lighting, up from 14 % in 1993. Access to clean water in rural areas has also improved, up from 17% in 1993 to 70% in 2016, while that figure for urban areas is above 95%.
Vietnam performs well on general education. Coverage and learning outcomes are high and equitably achieved in primary schools — evidenced by remarkably high scores in the Program for International Student Assessment (PISA) in 2012 and 2015, ...
HTML WEB Page solutionAbout.htmlQuantum PhysicsHomeServicesAbou.docxpooleavelina
HTML WEB Page solution/About.htmlQuantum PhysicsHomeServicesAboutContact Me
This website gives a detail inward look in quantam physics as it is a evolving field now-a-days and has many upcoming changes that is going to leave the world in shock. There has been a lot of confusion lately related to this topics in people so it is encourage that people visit this website and get to know more about this field and explore the horizons there is yet to come.
HTML WEB Page solution/FirstLastHomePage.htmlQuantum PhysicsHomeServicesAboutContact Me
Definition
Quantum mechanics is the part of material science identifying with the little.
It brings about what may have all the earmarks of being some extremely peculiar decisions about the physical world. At the size of particles and electrons, a significant number of the conditions of old style mechanics, which depict how things move at ordinary sizes and speeds, stop to be helpful. In traditional mechanics, objects exist in a particular spot at a particular time. Be that as it may, in quantum mechanics, protests rather exist in a fog of likelihood; they have a specific possibility of being at point An, another possibility of being at point B, etc.Three revolutionary principles
Quantum mechanics (QM) created over numerous decades, starting as a lot of questionable scientific clarifications of tests that the math of old style mechanics couldn't clarify. It started at the turn of the twentieth century, around a similar time that Albert Einstein distributed his hypothesis of relativity, a different numerical unrest in material science that portrays the movement of things at high speeds. In contrast to relativity, nonetheless, the sources of QM can't be credited to any one researcher. Or maybe, various researchers added to an establishment of three progressive rules that bit by bit picked up acknowledgment and exploratory confirmation somewhere in the range of 1900 and 1930. They are:
Quantized properties:
Certain properties, for example, position, speed and shading, can once in a while just happen in explicit, set sums, much like a dial that "clicks" from number to number. This tested a crucial presumption of old style mechanics, which said that such properties should exist on a smooth, ceaseless range. To portray the possibility that a few properties "clicked" like a dial with explicit settings, researchers begat the word "quantized".
Particles of light:
Light can now and again act as a molecule. This was at first met with unforgiving analysis, as it negated 200 years of trials indicating that light acted as a wave; much like waves on the outside of a quiet lake. Light acts comparatively in that it ricochets off dividers and twists around corners, and that the peaks and troughs of the wave can include or counteract. Included wave peaks bring about more splendid light, while waves that counterbalance produce obscurity. A light source can be thought of ...
https://www.huffpost.com/entry/online-dating-vs-offline_b_4037867
For your initial post, provide a sentence to share which article you are referring to so that you can best communicate with your peers. Include a link to your selection.
· Explain how the argument contains or avoids bias.
i. Provide specific examples to support your explanation.
ii. What assumptions does it make?
· Discuss the credibility of the overall argument.
i. Were the resources the argument was built upon credible?
ii. Does the credibility support or undermine the article’s claims in any important ways?
In response to your peers, provide an additional resource to support or refute the argument your peer makes. Do you agree with their claims of credibility? Are there any other possible bias not identified?
Response #1
Allysa Tantala posted Sep 22, 2019 10:17 PM
Subscribe
The article that I am looking at is Online Dating Vs. Offline Dating: Pros and Cons.It was written by Julie Spira, an online dating expert, bestselling author, and CEO of Cyber-Dating Expert. The name of the article is spot on in describing what it is about. The author goes through the pros and cons of dating online and offline in today’s day and age. The author avoids bias because she looks at both options in both their positive and negative attributes. She comes at the issues from both angles and I believe she does a very good job at remaining unbiased. She states that “if you're serious about meeting someone special, you must include a combination of both online and offline dating in your routine” (Spira, 2013, par. 18). She’s stating that both options have their pros and cons and that really a combination of both is needed to find someone. The only bias I could see anyone pointing out would be that she is a woman, so you do not get the male perspective on these things. That being said, I one hundred percent think she covers all of the questions people may have about online and offline dating in today’s world. The only assumption being made here is that the reader wants to be out in the dating world and they need to know what is best. But, the title of the article is pretty self-explanatory so if someone did not want to know these things, they would not have to waste their time reading it all because they could tell what it would be about by the title.
The resource that she used was herself, and like I stated above, she is an online dating expert, bestselling author, and CEO of Cyber-Dating Expert; so she is more than qualified to give her perspective on these issues. I find her to be credible and thought provoking. Her credibility supports everything the article says and makes the reader feel like they are being told the truth by someone who completely understands all of the pros and cons.
Resource:
Spira, J. (2013, December 3). Online Dating Vs. Offline Dating: Pros and Cons. Retrieved from https://www.huffpost.com/entry/online-dating-vs-offline_b_4037867
Response #2
Jennifer Caforio posted Se ...
https://www.vitalsource.com/products/comparative-criminal-justice-systems-harry-r-dammer-jay-s-v9781285630779
THE ASSIGNMENT IS BASED ON CHAPTER 1 (ONE)
Login : [email protected]
Password: Greekyogurt13!
1
3Defining the Problem
Rigina CochranMPA/593
August 19, 2019
Peter ReevesDefining the Problem
The health care system in Colorado is a composition of medical professionals providing services such as diagnosis, treatment, as well as preventive measures to mental illness and injuries ("Healthcare policy in Colorado - Ballotpedia," 2019). Health care policy involves the establishment and implementation of legislation and other regulations that the states use to manage its health care system effectively. Further, this sector consists of other participants, such as insurance and health information technology. The cost citizens pay for medical care and also the access to quality care influence the overall health care providers in Colorado. Therefore, the need for the creation and implementation of laws that help the state maintain efficiency in the health sector in Colorado.
Problem Statement
The declining standards of medical care within the United States has caused significant concern in the world. Due to these rising concerns, there have been various policies implemented, leading to mixed reactions among the different states. Some of the active policies implemented offer a long-term solution to this problem including Medicaid and Medicare. After acquiring state control, the Republicans dismissed the idea to expand and create medical insurance for Medicaid in Colorado. Sustaining the structure of the health care payroll calls for the deductions from the employees and the employers, which may lead to loss of jobs and increased burden of expenditure (Garcia, 2019).
Identify the Methodology
The main objective of this policy plan is to investigate the role of legislation in the management of the health care sector in the United States. Due to the need for achieving in-depth exploration, this paper uses a combination of both qualitative and quantitative methods of data collection by addressing both practical and theoretical aspects of the research. Based on the answers that the policy requires, choosing survey as the research design. This method involves collecting and analyzing data from a few people who represent the principal group within health care. However, the survey method faces some challenges such as attitudes and perception of the health workers leading to the delimitation of the study. The target population for the study includes the nurses within the health sectors in Colorado. The selection of the participants involved in the use of stratified random sampling.
Identify your Stakeholders
The major stakeholders in the creation and implementation of the policy plan include the legislatures, local government, patients, and other private parties such as the insurance companies. Collectively, these bodies are involved in the makin ...
https://www.nationaleatingdisorders.org/learn/by-eating-disorder/arfid
AVOIDANT RESTRICTIVE FOOD INTAKE DISORDER (ARFID)
Avoidant Restrictive Food Intake Disorder (ARFID) is a new diagnosis in the DSM-5, and was previously referred to as “Selective Eating Disorder.” ARFID is similar to anorexia in that both disorders involve limitations in the amount and/or types of food consumed, but unlike anorexia, ARFID does not involve any distress about body shape or size, or fears of fatness.
Although many children go through phases of picky or selective eating, a person with ARFID does not consume enough calories to grow and develop properly and, in adults, to maintain basic body function. In children, this results in stalled weight gain and vertical growth; in adults, this results in weight loss. ARFID can also result in problems at school or work, due to difficulties eating with others and extended times needed to eat.
DIAGNOSTIC CRITERIA
According to the DSM-5, ARFID is diagnosed when:
· An eating or feeding disturbance (e.g., apparent lack of interest in eating or food; avoidance based on the sensory characteristics of food; concern about aversive consequences of eating) as manifested by persistent failure to meet appropriate nutritional and/or energy needs associated with one (or more) of the following:
· Significant weight loss (or failure to achieve expected weight gain or faltering growth in children).
· Significant nutritional deficiency.
· Dependence on enteral feeding or oral nutritional supplements.
· Marked interference with psychosocial functioning.
· The disturbance is not better explained by lack of available food or by an associated culturally sanctioned practice.
· The eating disturbance does not occur exclusively during the course of anorexia nervosa or bulimia nervosa, and there is no evidence of a disturbance in the way in which one’s body weight or shape is experienced.
· The eating disturbance is not attributable to a concurrent medical condition or not better explained by another mental disorder. When the eating disturbance occurs in the context of another condition or disorder, the severity of the eating disturbance exceeds that routinely associated with the condition or disorder and warrants additional clinical attention.
RISK FACTORS
As with all eating disorders, the risk factors for ARFID involve a range of biological, psychological, and sociocultural issues. These factors may interact differently in different people, which means two people with the same eating disorder can have very diverse perspectives, experiences, and symptoms. Researchers know much less about what puts someone at risk of developing ARFID, but here’s what they do know:
· People with autism spectrum conditions are much more likely to develop ARFID, as are those with ADHD and intellectual disabilities.
· Children who don’t outgrow normal picky eating, or in whom picky eating is severe, appear to be more likely to develop ARFID.
· Many children with ARFID ...
https://www.youtube.com/watch?time_continue=59&v=Bh_oEYX1zNM&feature=emb_logo
BA 325 Pivot Table Assignment Answer Sheet
Name:
Before you do anything fill out your name on the assignment and save your file as BA325 Firstname Lastname (use your actual name).
The table has all of the questions from the DuPont Assignment. Fill in your answers to the questions in the corresponding cell in the Answer column. Below the table there is a spot for the Screen Clippings from both the Practice Assignment, and the DuPont Assignment.
After you have filled out all of the answers and Screen Clippings submit the file to the Assignments folder in D2L.
Q Number
Question
Answer
Q1
How much was American Airlines’ Net Revenues in 2013?
Q2
What was the Return on Equity for Apple in 2015?
Q3
Which company had the highest Net Income and in which year? What was the value?
Q4
Which company had the lowest Net Income and in which year? What was the value?
Q5
How many unique companies in your sample had Net Losses exceeding one billion dollars? Which companies, and what years?
Q6
What was the Sum of the Net Income for all companies in the sample for 2015?
Q7
Which company had the highest total Net Income over the three year period? What was the value?
Q8
Which company had the lowest total Net Income over the three year period? What was the value?
Q9
Which industry had the highest Average Profit Margin over the three year period? What was the value?
Q10
In which year was the Average Profit Margin the highest for the entire sample? What was the value?
Q11
For how many companies do you have Profit Margin ratio data in 2013?
Q12
For what Industry do you have the most Profit Margin ratio data in the sample? What was the value? For that Industry what year was the highest? What was the value?
Q13
Which Industry has the highest Average Asset Turnover over the three year period? What was the value?
Q14
Which of the remaining Industries has the highest Asset Turnover in 2014? What was the value?
Q15
Which Industry has the highest Average Financial Leverage over the three year period? What was the value?
Q16
Which Industry has the lowest Average Financial Leverage that does not include negative numbers in any year? What was the value?
Q17
What is the Average Financial Leverage for the Transportation Industry in 2013?
Note: The answer is odd. You will have to use Data Cleaning to resolve the issue.
Q18
Which Industry has the highest Average Return on Equity over the three year period and which company is the highest within that Industry? What are the values?
Q19
Which two companies in the Public Utilities Industry have the highest Average Return on Equity during the period? What are the values?
Q20
Which Industry had the largest decrease in Average Return on Equity between 2013 and 2014? What was the value?
Q21
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Health Services MarketingHSA 305Designing And Managing.docx
1. Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
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 Designing and Managing Integrated Marketing
Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able
to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the
brandThe primary mechanisms implemented to establish a
2. dialogue and build relationships with consumersDemonstrate
consumers how and why a product is implemented, by what kind
of person, and where and whenEducate consumers regarding
who makes the product and what the organization and brand
representCan provide consumers an incentive or reward for trial
or usageEnable organizations to link their brands to other
people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications
work, what marketing communications can do for an
organization, and how holistic marketers combine and integrate
marketing communications. Specifically, we will examine the
different forms of mass or personal communications such as
advertising, sales promotion, events and experiences and public
relations and publicity.
Marketing communications are the instruments organizations
use to relate the benefits, positioning, and characters of their
brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a
dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented,
by what kind of person, and where and when;
Educate consumer regarding who makes the product and what
the organization and brand represent;
Can provide consumers an incentive or reward for trial or
usage;
And
Enable organizations to link their brands to other people,
places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can
contribute to brand equity. By establishing the brand in
memory and crafting a brand image is how these can contribute
to brand equity.
3. Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication
mixMarketing activities
*
Marketing communication mix has six major modes of
communications:
Advertising. This is any paid form of non-personal presentation
and promotion of ideas, goods, or services by an identified
sponsor.
Sales promotion. This is a variety of short-tem incentives to
encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities
and programs designed to create daily or special brand-related
interactions.
Public relations and publicity. These are a variety of programs
designed to promote or protect an organization’s image or its
individual products.
Personal selling. This is face to face interaction with one or
more prospective purchasers for the purpose of making
presentations, answering questions, and procuring orders.
And
Direct marketing. This is the use of mail, telephone, fax, email,
or Internet to communicate directly with or solicit response or
dialogue from specific customers and prospects.
Marketing communications transcends these platforms. The
product’s packaging shape and color, the way the individuals
delivering the service, the physical surroundings and décor, the
organization’s stationery communicate something to the buyers.
These types of brand contract provides an impression which can
4. strengthen or weaken a customer’s perception of the
organization.
Marketing communications activities contribute to brand equity.
By creating awareness of the brand, linking the right
associations to the brand image in consumer’ memory, eliciting
positive brand judgments or feelings, and facilitating a stronger
consumer brand connection are activities that contribute to
brand equity. In general, all marketing communications
activities must be integrated to provide a consistent message
and achieve the strategic positioning. Brand awareness is a
function of the number of brand related exposures and
experiences that have been accumulated by the consumer;
therefore, anything that causes the consumer to notice and pay
attention to the brand can enhance brand awareness. The
beginning of marketing communications is an audit of all
possible interactions that consumers in the target market may
have with the brand and the organization. Marketers need to
examine the experiences and impressions that will have the
most influence at each stage of the buying process. Hence, this
will assist them in allocating communication funds more
efficiently and design and implement adequate communications
programs. After the marketers have acquired the insights of the
consumer, marketing communications can be assessed according
to their ability to build brand equity and drive brand sales. It is
very important for marketers to evaluate all different possible
communication options that are available according to
effectiveness criteria to determine how well it works as well as
efficiency considerations to determine how well it works given
the cost.
Please go to the next slide.
5. Communications Process ModelsMacro Model of the
Communications ProcessNine elements Micro Model of
Consumer Responses
Macro and micro models are two models that provide helpful
structures that assist marketers in understanding the basic
elements of effective communication. Macro model of the
Communications Process has nine elements:
Sender
Receiver
Message
Media
Message encoding
Decoding
Response
Feedback
Noise.
The sender and the receiver are the major parties of
communication. Message and the media are used to send the
message. Message encoding, decoding, response, and feedback
are four elements that represent major communications
functions. The last element is noise or random and competing
messages that may interfere with the intended communication.
The macro model focuses on the key factors in effective
communication:
Senders must be familiar with what the audiences they want to
reach as well as which responses they want to obtain;
Senders must encode their messages to that the target audience
can decode them.
Senders must transmit the message through media that reach the
target audience.
Senders must develop feedback channels to monitor the
responses.
The more the send’s field of experience overlaps the receiver’s,
the more effective the message is likely to be.
6. Selective attention, distortion, and retention process may be
happening during communication. Selective attention is when
people filter messages to avoid sensory overload. Selective
distortion is when receivers of the messages will hear and
process what fits into their belief systems. Selective retention is
when people will retain in long-term memory only a small part
of the message that reaches them.
Micro Model of Consumer Responses focuses on consumers’
specific responses to communications. AIDA, Hierarchy of
Effects, Innovation Adoption, and Communication models are
all classic response hierarchy models that assume that the buyer
passes through cognitive, affective, and behavioral states in
evaluating marketing communications messages. There are three
potential sequences:
Learn-feel-do. This is sufficient when the audience has high
involvement with a product category perceived to have high
differentiation. This is evident in purchasing cosmetic surgery
or an assisted living property.
Do-feel-learn. This is the second sequence when the audience
has high involvement but perceives little or no differentiation
with the product category. This is evident in purchasing
hospital emergency services or cholesterol lowering medication.
Learn-do-feel. This is the third sequence when the audience has
low involvement and perceives little differentiation within the
product category. This is evident in purchasing travel vaccine
or health insurance.
Please go to the next slide.
*
Eight Steps in Effective CommunicationsIdentify the target
audienceDetermine the objectivesDesign the
7. communicationsSelect the communications channelsEstablish
the budgetChoose the media mixMeasure resultsManage the
integrated marketing communications process
There are eight steps in effective communications. The first
one is identify the target audience. There must be a clear target
audience that includes potential buyers of the organization’s
products and services, current users, deciders or influencers,
individuals, groups, certain publics, or general public. The
target population is so essential and influential that the
communicator makes decision regarding what to say, how to say
it, when to say it, where to say it as well as to whom to say it.
The second step is determining communications objectives. In
this step, four possible communications objectives can be
identified;
Category need
Brand awareness
Brand attitude
And
Brand purchase intention.
Design the communications is the third step in which designing
communications to meet the desired response requires solving
the following three problems:
What to say or also know as the message strategy
How to say it or the creative strategy;
And
Who should say it or the message source.
The fourth step is selecting the communication channels. It is
important to note that choosing efficient channels to carry the
message becomes more difficult as channels of communication
become more divided and chaotic. There are two different
channels to choose from: personal communication channels and
nonpersonal communication channels. Personal communication
8. channels have two ore more people communicating directly with
each other. It can be face to face, person to audience, over the
telephone, or through email. Another vehicle is using instant
messaging and independent sites to collect consumer reviews.
The effectiveness of personal communications channels come
from individualized presentation and feedback. Nonpersonal
communication channels are communications meant for more
than one person. These channels include media, sales
promotions, events and experiences, and public relations.
The next step is establishing the budget which is one of the
most difficult marketing decisions to make regarding how much
to spend on promotion. There are four common methods for
deciding on a budget:
Affordable method. This method ignores the role of promotion
as an investment and the immediate impact of promotion on
sales volume. This method is based on setting the promotion
budget at what they organization thinks the company can afford.
The caveat to this method is that it leads to an uncertain annual
budget which makes long range planning difficult.
Percentage of sales method. This method is when a company
set promotion expenditures at a specified percentage of sales or
of the sales price. Advocates believe that this method links
promotion expenditures to the movement of corporate sales over
the business cycle which focuses on the interrelationship of
promotion and selling price and unit profit and encourages
stability when competing firms spend approximately the same
percentage of their sales on promotion.
Competitive parity method
Objective and task method
*
AdvertisingDevelopment and management of advertising
programSetting the advertising objectivesDeciding on the
9. advertising budgetDeveloping the advertising
campaignDeciding on MediaEvaluating advertising
effectiveness
Advertising is a form of paid nonpersonal presentation and
promotion of ideas, goods or services by a sponsor. An ad can
be the most cost effective way to get the message out. Many
business and organizations use communication companies or
advertising agencies to create advertising campaigns as well as
select and buy media. Advertising is instrumental in
establishing long term image for products and services as well
as facilitating quick sales. It has the ability to reach
geographically dispersed buyers.
Qualities of advertising:
Pervasiveness
Amplified expressiveness
Impersonality
Developing and managing an advertising program
Five major decisions of communications:
Mission
Money
Message
Media
Measurement
Setting the advertising objectives
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
Deciding on the advertising budget
Product life cycle stage
Market share and consumer base
10. Competition and clutter
Advertising frequency
Product substitutability
Developing an advertising campaign
Three steps to developing a message strategy:
One. Message generation and evaluation
Two. Creative development and execution.
And
Three. Social responsibility review.
Deciding on media.
Steps:
Deciding on desired reach, frequency, and impact
Choosing among major media types
Selecting specific media vehicles
Deciding on media timing
Evaluating effectiveness.
*
Sales PromotionSales Promotion ToolsMajor
decisionsPretesting, implementing, controlling, and evaluating
the program
Sales promotion is a key ingredient n marketing campaigns
which consists of a variety of incentive tools that are designed
to get others to buy specific products or services. It provides
an incentive to the consumer to purchase where advertising
gives a reason to purchase. The tools for sales promotion for
consumer promotion , trade promotion, and business and sales
force promotion.
Free samples, free management advisory service, incentive type
11. promotion are some tools that have specific objectives. Free
samples seeks to get consumers to try out a product or as
service whereas a free management advisory service seeks to
obtain long term relationships with a retailer.
In making major sales promotion decisions, an organization
must establish the following:
Objectives. The objectives come from broader promotion
objectives which comes from more basic marketing objectives
developed for the product or service. For consumers, the
objectives are designed with the purpose of getting the
consumers to purchase larger size units, building trials among
nonusers, and attracting switchers away from competitors’
brands. On the wholesaler side, the purpose of the objectives is
to persuade retailers to carry new items and higher levels of
inventory, incentivizing off season buying, encouraging
stocking of related items, offsetting competitive promotions,
building brand loyalty, and gain entry into new retail outlets.
For the sales force, the purpose of the objective is to encourage
support of new products or services and to get them to do more
prospecting and encouraging more off season sales.
Select tools. These tools can be consumer promotion or trade
promotion tools.
Develop the program. In developing a program, marketers have
to determine the size of the incentive, establish conditions for
participation, decide on the duration of promotion, choose a
distribution mechanism, establish timing of promotion, and
determine the total sales promotion budget.
Pretest, implement, control, and evaluate the program. Pretests
can help to determine if the tools used are appropriate. There
are three methods of evaluations: sales data, consumer surveys,
and experiments.
*
12. Public Relations and PublicityMarketing public relationsMajor
decisions in marketing public relations
Public relations is a traditional promotional tool in health care.
Appeal based on three distinctive qualities:
High credibility
Ability to catch buyers off guard
Dramatization
Public relations (PR)
Functions of PR:
Press relations. Provides positive news and information
regarding the organization
Product publicity. Publicizes sponsoring efforts regarding
specific products.
Corporate communication. Provides understanding of the
organization through internal and external communications.
Lobbying. Working with legislators and government officials to
promote or defeat legislation and regulation.
Counseling. Advising management regarding public issues and
organization positions and image during good and bad times.
Market Public Relations supports corporate or product
promotion and image making. They engage in the following
tasks.
Assisting in the launch of new products
Assisting in repositioning a mature product
Building interest in a product category
Influencing specific target groups
Defending products that have encountered public problems
Building the corporate image in a way that reflect s favorably
on its products.
Major Marketing Public Relations Decisions in determining
when and how to use market public relations. They are as
13. follows:
Establishing the marketing objectives
Choosing messages and vehicles
Implementing and evaluating the plan
*
Events and ExperiencesEvents objectivesMajor decisions with
events
There are reasons why marketers indicate they sponsor events.
They are as follows:
Identifying with a particular target market or life style
Increasing awareness of company or product name
Creating or reinforcing consumer perceptions of key brand
image associations
Enhancing corporate image dimensions
Creating experiences and evoking feelings
Express commitment to the community or on social issues
Entertain key clients or reward key employees
and
Permit merchandising or promotional opportunities.
In developing successful sponsored events, the following is
involved:
Choosing the appropriate events,
Designing the optimal sponsorship program for the event
and
Measuring the effects of events
Please go to the next slide.
*
14. Factors in Setting Marketing Communications MixType of
product marketConsumer readiness to purchaseStage in product
life cycleOrganization’s market positionCost effectiveness of
the promotional toolsAdvertising and publicity
In order for an organization to develop its communication mix,
the following must be considered:
Type of product market
Consumer readiness to make a purchase
Stage in the product life cycle.
Organization’s market position
Cost effectiveness of the promotional tools.
And
Advertising and publicity
Please go to the next slide.
*
Managing integrated marketing communications
processCoordinating mediaImplementation of integrated
marketing
communicationCoverageContributionCommonalityComplementa
ryVersatilityCost
Integrated marketing communication is the management of all
organizational communications that builds positive relationships
with potential customers and stakeholders including employees,
legislators, the media, the financial community, and other
segments of the public.
A combination of personal and nonpersonal communication
15. channels help to achieve a maximum impact. Multiple media
within a well defined time frame contributes to more targets
being reached and impacted.
Coverage. This is the proportion of the audience reached by
each communication option used as well as how much overlap
there is among communication options.
Contribution. This is regarding the inherent capacity of
marketing communication effort to design the desired response
from consumers in the absence of exposure to any other contract
option.
Commonality. This is the extent to which common relations are
reinforced across communication options.
Complementary. This is the extent to which different
relationships and linkages are emphasized across
communication options.
Versatility. This is the extent to which a marketing
communications option is rich and works for various groups of
consumers.
Cost. This is the evaluations of marketing communications on
all of the above criteria. They must be weighed against their
cost to arrive at the most effective and efficient program.
Please go to the next slide.
*
Summary Successful communication elementsDeveloping
effective marketing communications stepsDetermining the best
communication mix
*
We have now reached the end of this lesson. Let’s take a look
at what we’ve covered.
16. First we looked at the importance of health organizations having
communications skills. Successful communications include the
following elements:
Sender;
Encoding;
Message;
Media;
Decoding;
Receiver;
Response;
Noise; and
Feedback.
Then we looked at developing effective marketing
communications. There are eight steps:
Identify the target audience;
Determine communication objectives;
Design the communications;
Select the communication channels;
Estimate the total marketing communications budget;
Decide on the media mix;
Measure the results; and
Manage integrated communications.
All of these steps have different activities and tools.
Finally, each health care organization has to determine the best
mix to make the communications tools of the following:
Advertising;
Sales promotion;
Public relations and publicity;
Events and experiences;
Personal selling; and
Direct marketing.
This concludes this lecture.
*
Welcome to Health Services Marketing. In this lesson, we will
discuss Designing and Managing Integrated Marketing
17. Communications.
Please go to the next slide.
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
In this lesson, we will focus on how marketing communications
work, what marketing communications can do for an
organization, and how holistic marketers combine and integrate
marketing communications. Specifically, we will examine the
different forms of mass or personal communications such as
advertising, sales promotion, events and experiences and public
relations and publicity.
Marketing communications are the instruments organizations
use to relate the benefits, positioning, and characters of their
brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a
dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented,
by what kind of person, and where and when;
Educate consumer regarding who makes the product and what
the organization and brand represent;
Can provide consumers an incentive or reward for trial or
usage;
And
Enable organizations to link their brands to other people,
places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can
contribute to brand equity. By establishing the brand in
memory and crafting a brand image is how these can contribute
to brand equity.
18. Please go to the next slide.
*
*
Marketing communication mix has six major modes of
communications:
Advertising. This is any paid form of non-personal presentation
and promotion of ideas, goods, or services by an identified
sponsor.
Sales promotion. This is a variety of short-tem incentives to
encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities
and programs designed to create daily or special brand-related
interactions.
Public relations and publicity. These are a variety of programs
designed to promote or protect an organization’s image or its
individual products.
Personal selling. This is face to face interaction with one or
more prospective purchasers for the purpose of making
presentations, answering questions, and procuring orders.
And
Direct marketing. This is the use of mail, telephone, fax, email,
or Internet to communicate directly with or solicit response or
dialogue from specific customers and prospects.
Marketing communications transcends these platforms. The
product’s packaging shape and color, the way the individuals
delivering the service, the physical surroundings and décor, the
organization’s stationery communicate something to the buyers.
These types of brand contract provides an impression which can
strengthen or weaken a customer’s perception of the
organization.
Marketing communications activities contribute to brand equity.
By creating awareness of the brand, linking the right
19. associations to the brand image in consumer’ memory, eliciting
positive brand judgments or feelings, and facilitating a stronger
consumer brand connection are activities that contribute to
brand equity. In general, all marketing communications
activities must be integrated to provide a consistent message
and achieve the strategic positioning. Brand awareness is a
function of the number of brand related exposures and
experiences that have been accumulated by the consumer;
therefore, anything that causes the consumer to notice and pay
attention to the brand can enhance brand awareness. The
beginning of marketing communications is an audit of all
possible interactions that consumers in the target market may
have with the brand and the organization. Marketers need to
examine the experiences and impressions that will have the
most influence at each stage of the buying process. Hence, this
will assist them in allocating communication funds more
efficiently and design and implement adequate communications
programs. After the marketers have acquired the insights of the
consumer, marketing communications can be assessed according
to their ability to build brand equity and drive brand sales. It is
very important for marketers to evaluate all different possible
communication options that are available according to
effectiveness criteria to determine how well it works as well as
efficiency considerations to determine how well it works given
the cost.
Please go to the next slide.
Macro and micro models are two models that provide helpful
structures that assist marketers in understanding the basic
elements of effective communication. Macro model of the
Communications Process has nine elements:
Sender
Receiver
Message
Media
20. Message encoding
Decoding
Response
Feedback
Noise.
The sender and the receiver are the major parties of
communication. Message and the media are used to send the
message. Message encoding, decoding, response, and feedback
are four elements that represent major communications
functions. The last element is noise or random and competing
messages that may interfere with the intended communication.
The macro model focuses on the key factors in effective
communication:
Senders must be familiar with what the audiences they want to
reach as well as which responses they want to obtain;
Senders must encode their messages to that the target audience
can decode them.
Senders must transmit the message through media that reach the
target audience.
Senders must develop feedback channels to monitor the
responses.
The more the send’s field of experience overlaps the receiver’s,
the more effective the message is likely to be.
Selective attention, distortion, and retention process may be
happening during communication. Selective attention is when
people filter messages to avoid sensory overload. Selective
distortion is when receivers of the messages will hear and
process what fits into their belief systems. Selective retention is
when people will retain in long-term memory only a small part
of the message that reaches them.
Micro Model of Consumer Responses focuses on consumers’
specific responses to communications. AIDA, Hierarchy of
Effects, Innovation Adoption, and Communication models are
21. all classic response hierarchy models that assume that the buyer
passes through cognitive, affective, and behavioral states in
evaluating marketing communications messages. There are three
potential sequences:
Learn-feel-do. This is sufficient when the audience has high
involvement with a product category perceived to have high
differentiation. This is evident in purchasing cosmetic surgery
or an assisted living property.
Do-feel-learn. This is the second sequence when the audience
has high involvement but perceives little or no differentiation
with the product category. This is evident in purchasing
hospital emergency services or cholesterol lowering medication.
Learn-do-feel. This is the third sequence when the audience has
low involvement and perceives little differentiation within the
product category. This is evident in purchasing travel vaccine
or health insurance.
Please go to the next slide.
*
There are eight steps in effective communications. The first
one is identify the target audience. There must be a clear target
audience that includes potential buyers of the organization’s
products and services, current users, deciders or influencers,
individuals, groups, certain publics, or general public. The
target population is so essential and influential that the
communicator makes decision regarding what to say, how to say
it, when to say it, where to say it as well as to whom to say it.
The second step is determining communications objectives. In
this step, four possible communications objectives can be
identified;
Category need
Brand awareness
Brand attitude
And
Brand purchase intention.
22. Design the communications is the third step in which designing
communications to meet the desired response requires solving
the following three problems:
What to say or also know as the message strategy
How to say it or the creative strategy;
And
Who should say it or the message source.
The fourth step is selecting the communication channels. It is
important to note that choosing efficient channels to carry the
message becomes more difficult as channels of communication
become more divided and chaotic. There are two different
channels to choose from: personal communication channels and
nonpersonal communication channels. Personal communication
channels have two ore more people communicating directly with
each other. It can be face to face, person to audience, over the
telephone, or through email. Another vehicle is using instant
messaging and independent sites to collect consumer reviews.
The effectiveness of personal communications channels come
from individualized presentation and feedback. Nonpersonal
communication channels are communications meant for more
than one person. These channels include media, sales
promotions, events and experiences, and public relations.
The next step is establishing the budget which is one of the
most difficult marketing decisions to make regarding how much
to spend on promotion. There are four common methods for
deciding on a budget:
Affordable method. This method ignores the role of promotion
as an investment and the immediate impact of promotion on
sales volume. This method is based on setting the promotion
budget at what they organization thinks the company can afford.
The caveat to this method is that it leads to an uncertain annual
budget which makes long range planning difficult.
Percentage of sales method. This method is when a company
23. set promotion expenditures at a specified percentage of sales or
of the sales price. Advocates believe that this method links
promotion expenditures to the movement of corporate sales over
the business cycle which focuses on the interrelationship of
promotion and selling price and unit profit and encourages
stability when competing firms spend approximately the same
percentage of their sales on promotion.
Competitive parity method
Objective and task method
*
Advertising is a form of paid nonpersonal presentation and
promotion of ideas, goods or services by a sponsor. An ad can
be the most cost effective way to get the message out. Many
business and organizations use communication companies or
advertising agencies to create advertising campaigns as well as
select and buy media. Advertising is instrumental in
establishing long term image for products and services as well
as facilitating quick sales. It has the ability to reach
geographically dispersed buyers.
Qualities of advertising:
Pervasiveness
Amplified expressiveness
Impersonality
Developing and managing an advertising program
Five major decisions of communications:
Mission
Money
Message
Media
Measurement
Setting the advertising objectives
Informative advertising
Persuasive advertising
24. Reminder advertising
Reinforcement advertising
Deciding on the advertising budget
Product life cycle stage
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Developing an advertising campaign
Three steps to developing a message strategy:
One. Message generation and evaluation
Two. Creative development and execution.
And
Three. Social responsibility review.
Deciding on media.
Steps:
Deciding on desired reach, frequency, and impact
Choosing among major media types
Selecting specific media vehicles
Deciding on media timing
Evaluating effectiveness.
*
Sales promotion is a key ingredient n marketing campaigns
which consists of a variety of incentive tools that are designed
to get others to buy specific products or services. It provides
an incentive to the consumer to purchase where advertising
gives a reason to purchase. The tools for sales promotion for
consumer promotion , trade promotion, and business and sales
force promotion.
Free samples, free management advisory service, incentive type
promotion are some tools that have specific objectives. Free
25. samples seeks to get consumers to try out a product or as
service whereas a free management advisory service seeks to
obtain long term relationships with a retailer.
In making major sales promotion decisions, an organization
must establish the following:
Objectives. The objectives come from broader promotion
objectives which comes from more basic marketing objectives
developed for the product or service. For consumers, the
objectives are designed with the purpose of getting the
consumers to purchase larger size units, building trials among
nonusers, and attracting switchers away from competitors’
brands. On the wholesaler side, the purpose of the objectives is
to persuade retailers to carry new items and higher levels of
inventory, incentivizing off season buying, encouraging
stocking of related items, offsetting competitive promotions,
building brand loyalty, and gain entry into new retail outlets.
For the sales force, the purpose of the objective is to encourage
support of new products or services and to get them to do more
prospecting and encouraging more off season sales.
Select tools. These tools can be consumer promotion or trade
promotion tools.
Develop the program. In developing a program, marketers have
to determine the size of the incentive, establish conditions for
participation, decide on the duration of promotion, choose a
distribution mechanism, establish timing of promotion, and
determine the total sales promotion budget.
Pretest, implement, control, and evaluate the program. Pretests
can help to determine if the tools used are appropriate. There
are three methods of evaluations: sales data, consumer surveys,
and experiments.
*
Public relations is a traditional promotional tool in health care.
Appeal based on three distinctive qualities:
High credibility
26. Ability to catch buyers off guard
Dramatization
Public relations (PR)
Functions of PR:
Press relations. Provides positive news and information
regarding the organization
Product publicity. Publicizes sponsoring efforts regarding
specific products.
Corporate communication. Provides understanding of the
organization through internal and external communications.
Lobbying. Working with legislators and government officials to
promote or defeat legislation and regulation.
Counseling. Advising management regarding public issues and
organization positions and image during good and bad times.
Market Public Relations supports corporate or product
promotion and image making. They engage in the following
tasks.
Assisting in the launch of new products
Assisting in repositioning a mature product
Building interest in a product category
Influencing specific target groups
Defending products that have encountered public problems
Building the corporate image in a way that reflect s favorably
on its products.
Major Marketing Public Relations Decisions in determining
when and how to use market public relations. They are as
follows:
Establishing the marketing objectives
Choosing messages and vehicles
Implementing and evaluating the plan
*
There are reasons why marketers indicate they sponsor events.
They are as follows:
27. Identifying with a particular target market or life style
Increasing awareness of company or product name
Creating or reinforcing consumer perceptions of key brand
image associations
Enhancing corporate image dimensions
Creating experiences and evoking feelings
Express commitment to the community or on social issues
Entertain key clients or reward key employees
and
Permit merchandising or promotional opportunities.
In developing successful sponsored events, the following is
involved:
Choosing the appropriate events,
Designing the optimal sponsorship program for the event
and
Measuring the effects of events
Please go to the next slide.
*
In order for an organization to develop its communication mix,
the following must be considered:
Type of product market
Consumer readiness to make a purchase
Stage in the product life cycle.
Organization’s market position
Cost effectiveness of the promotional tools.
And
Advertising and publicity
Please go to the next slide.
*
Integrated marketing communication is the management of all
organizational communications that builds positive relationships
with potential customers and stakeholders including employees,
28. legislators, the media, the financial community, and other
segments of the public.
A combination of personal and nonpersonal communication
channels help to achieve a maximum impact. Multiple media
within a well defined time frame contributes to more targets
being reached and impacted.
Coverage. This is the proportion of the audience reached by
each communication option used as well as how much overlap
there is among communication options.
Contribution. This is regarding the inherent capacity of
marketing communication effort to design the desired response
from consumers in the absence of exposure to any other contract
option.
Commonality. This is the extent to which common relations are
reinforced across communication options.
Complementary. This is the extent to which different
relationships and linkages are emphasized across
communication options.
Versatility. This is the extent to which a marketing
communications option is rich and works for various groups of
consumers.
Cost. This is the evaluations of marketing communications on
all of the above criteria. They must be weighed against their
cost to arrive at the most effective and efficient program.
Please go to the next slide.
*
*
We have now reached the end of this lesson. Let’s take a look
at what we’ve covered.
First we looked at the importance of health organizations having
communications skills. Successful communications include the
following elements:
29. Sender;
Encoding;
Message;
Media;
Decoding;
Receiver;
Response;
Noise; and
Feedback.
Then we looked at developing effective marketing
communications. There are eight steps:
Identify the target audience;
Determine communication objectives;
Design the communications;
Select the communication channels;
Estimate the total marketing communications budget;
Decide on the media mix;
Measure the results; and
Manage integrated communications.
All of these steps have different activities and tools.
Finally, each health care organization has to determine the best
mix to make the communications tools of the following:
Advertising;
Sales promotion;
Public relations and publicity;
Events and experiences;
Personal selling; and
Direct marketing.
This concludes this lecture.
Answers for each questions should be roughly 100 words, or
one paragraph, in length. Please write in full sentence format
and use your own words. A list of sources is required. No
Wikipedia please.
______________________________
Please watch the 2009 debate about the electoral college on C-
30. Span's Washington Journal at http://www.c-
span.org/video/?283203-7/electoral-college (Links to an
external site.)Links to an external site. (Links to an external
site.). Using the textbook, this video, and other academically
credible sources, please answer the following questions.
· Define the electoral college. Describe the role of the electoral
college in the election of the president and vice president of the
United States.
· How are the electors chosen? How many are there and how
many electoral votes are needed to win?
· Take a position on whether the electoral college should be
abolished in favor of a direct popular vote. Defend your
position using two specific arguments.
Requirements
· Written communication: Please write in paragraph format
· Font and font size: Times New Roman, 12 point.
· APA formatting: Resources and citations are formatted
according to APA (6th edition) style and formatting.
Chapter 13
The Federal Bureaucracy
A system of organization and control that is based on three
principles; handles the day-to-day business of the government
Employees about 4 million people in the United States
Bureaucracy in Political Science
31. Hierarchical authority (chain of command whereby officials and
units at the top of the bureaucracy have authority over those in
the middle, who in turn control those at the bottom)
Job Specialization
Formalized rules
Bureaucracy
An inevitable consequence of complexity and scaleBureaucrats
naturally take an “agency point of view” seeking to promote
their agency’s programs and powerDespite oversight and checks
and balances, the bureaucracy has significant power.
Bureaucracy
To implement policy Laws may lack clear, concrete details
Rulemaking authority to create regulations about how
government programs should operate. This authority enhances
the power of the federal bureaucracy, giving it considerable
jurisdiction over the implementation of government policies.
Purpose
President Andrew Jackson (1828) opened government jobs to
the common people. He inaugurated the spoils system, under
which party loyalty—not experience or talent—became the
criterion for a federal job .This was the beginning of patronage,
and it continued through the late 19th century
History of Bureaucracy
Congress passed the Pendleton Act in 1883, which created a
system for hiring federal workers based on qualifications rather
than political allegiance; employees were also protected from
losing their jobs when the administration changed.
32. History of Bureaucracy
In 1939, the Hatch Act passed to prohibit federal workers from
running for office or actively campaigning for other candidates.
History of Bureaucracy
1930s: the size of the federal bureaucracy grew exponentially
due to President Franklin Roosevelt's New Deal agencies.
Although many were short-lived, others continue to play a role
Example: the Social Security Administration (SSA), the
Securities and Exchange Commission (SEC), the Tennessee
Valley Authority (TVA), the Federal Trade Commission (FTC),
and the Federal Deposit Insurance Corporation (FDIC).
History of Bureaucracy
1960s: President Lyndon expanded the welfare state with such
programs as Medicare, Head Start, the Job Corps, and the Office
of Economic Opportunity (OEO). 1970s: The Environmental
Protection Agency (EPA) was created by the Nixon
administration, the new Occupational Safety and Health
Administration (OSHA) in the Labor Department transformed
the workplace for most Americans, and new cabinet departments
were established . 2002: Department of Homeland Security
established.
History of Bureaucracy
Bureaucracy
33. Cabinet Departments:
15 currently exist; major administrative units of the executive;
heads, or secretaries, appointed, approved and part of
presidential cabinet; each department has responsibility for a
general policy area
Forms of Bureaucracy
State,
Treasury,
Defense,
Justice,
Interior,
Agriculture,
Commerce,
Labor,
Health & Human Services,
Homeland Security,
Housing & Urban Development,
Transportation,
Energy,
Education, and
Veterans Affairs.
Cabinet Departments
Independent Agencies:
similar to cabinets in structure but have narrower
responsibilities
Example: Central Intelligence Agency
34. Forms of Bureaucracy
Regulatory Agencies:
Quasi-legislativeQuasi-judicialHold hearingsMake rulesResolve
disputesIndependentPresident cannot unilaterally remove
leadersExample: Environmental Protection Agency
Forms of Bureaucracy
Government Corporations:
Similar to private companies because they charge clients for
services and are governed by a board of directors Different b/c
receive federal funding to help defray operating expenses
Example: Amtrak
Forms of Bureaucracy
Commissions:Provide advice to PresidentExist because the need
for rulemaking is highly complex & technical
Examples: FTC, FCC, SEC, FEC, FRB
Forms of Bureaucracy
Primary Responsibility is policy implementation (Rule
Application, Rule Interpretation, and Rule Initiation)
Administrators tend to look out for their agency’s point of
view.Often, new regulation has a comment period time outlined
in the U.S. Federal Register
Bureaucracy
35. Expertise
Special interests, or clientele groups
Friends in High Places
Sources of Power
Overly complex rules and procedures (red
tape)WasteRedundancy and duplication of effortsConflict
Potential Issues
The ability of the government (especially the President,
Congress & Courts) to hold the bureaucracy responsible for its
performance and actionsSee n.a. (2018) Air Force paid $1280
on coffee cup. CNN
https://www.cnn.com/videos/us/2018/10/30/air-force-coffee-
cups-chuck-grassley-earlystart-sot-vpx.cnn/video/playlists/top-
news-videos
Accountability
Vis a vis the President
Authorized to appoint about 4000 higher-level bureaucrats
Can reorganize agencies/depts as he sees fit
President’s Office of Mgmt and Budget monitors & evaluates
performance, looks at efficiency, growth, etc
Accountability
Vis a Vis Congress
Congress uses its oversight powers to ensure that legislation is
implemented as intended;
Uses committee hearings to question agency staff and hold them
36. accountable to their actions and decisions.
Can also influence the behavior of a bureaucratic agency by
cutting or increasing its budget; this is also known as "power of
the purse."
Accountability
Vis a vis OMB: Budgets & Rule Making
Has substantial control over agency budgets
Review agency regulations before they go into effect (tends to
be reactive)
Accountability
Vis a vis the Courts
Legally, derives its authority from acts of Congress
An injured party can bring suit on grounds failed to carry out
law properly
Courts tend to support administrators if at least somewhat
consistent with law
Accountability
Vis a vis the Bureaucracy itself
Senior Executive Service —Top-level career civil servants who
qualify through a competitive process to receive higher salaries
than their peers but who can be assigned or transferred by order
of the President
Administrative Law judges—an official who presides at a trial-
like administrative hearing to settle a dispute between an
agency and someone adversely affected by a decision of the
agency
Accountability
37. 3. Whistleblowers (individuals can report instances of
mismanagement without repercussions)
See https://oversight.house.gov/hearing/protecting-the-public-
from-waste-fraud-and-abuse-the-whistleblower-protection-
enhancement-act-of-2009
Accountability
+4000 appointed by White HouseLoyaltyNumber of
appointments has increased Tenure of those appointed has
decreasedPatronagePolitical Favoritism
Appointees
Office of Personnel ManagementBipartisan Merit Systems
Protection Board18 level General Schedule (GS) salary
structureService ratingsHatch Act of 1939 limits political
activities of civil service
Career Civil Service
PBS (2015) Bureaucracy basics. Crash Course. Retrieved from
https://www.youtube.com/watch?v=I8EQAnKntLs
Recommended videos
In this American Politics course,
· Identify at least two ideas you have gleaned from this course
that you consider useful.
· Provide a brief rationale for each of these ideas as to why you
think they are the most valuable to you. Include references to
the thinking habits, learning experiences, and content
knowledge you have gained from the course.
· Share two news or government sources that you find valuable
and why you find them to be so.
----------------------------------------------------------------------
38. Read Chapter 10: The News Media and Communicating Political
Images
The news media (or the press, as they are also called) are a key
intermediary between Americans and their leaders, but they are
a different kind of intermediary than parties or interest groups.
The media's basic goal is to inform the public about politics and
government. Yet, because news organizations also seek to
attract an audience in their pursuit of a profit, their news
coverage provide a slanted version of politics. As you read
through this chapter, consider the following points:
1) The American press was initially tied to the nation's political
party system (partisan press) but gradually developed an
independent position (the objective press).
2) In more recent years, traditional news has faced increased
competition for people's attention from cable and the internet.
This has led to audience fragmentation and an increase in
opinionated and entertainment based coverage/journalism.
3) The news media has several functions--signaling (the press
brings relevant events and problems to light), common-carrier
(the press serves as a channel through which leaders and
citizens can communicate), watchdog (the press scrutinizes
official behavior for evidence of deceitful, careless or corrupt
actions), and partisan (the press promotes particular interests
and values).
4) The news audience has been shrinking and fragmenting,
partly as a result of new technology and party because young
adults are less likely than older ones to pay attention to news.
________________________________________
Requirements
· Written communication: Please write in paragraph format. Do
not quote materials. Rather, use your own words so that I may
assess comprehension.
· Font and font size: Times New Roman, 12 point.
39. · Submit as a .doc, .docx, .rtf or pdf document
· APA formatting: Resources and citations are formatted
according to APA (6th edition) style and formatting.
The Supreme Court consists of the Chief Justice of the United
States and such number of associate justices as may be fixed by
Congress. The number of associate justices is currently fixed at
eight. Power to nominate the Justices is vested in the president
of the United States, and appointments are made with the advice
and consent of the Senate. The Constitution further provides
that "the Judges, both of the supreme and inferior Courts, shall
hold their Offices during good Behavior, and shall, at stated
Times, receive for their Services, a Compensation, which shall
not be diminished during their Continuance in Office" (U.S.
Const., art. III, § 1).
For this assignment, visit the official Web site of the Supreme
Court of the United States (www.supremecourt.gov). Do not use
Wikipedia.
Choose one recent court decision from the past five years, and
complete the following:
· Summarize the case and the final decision in 1–3 paragraphs.
· Discuss whether you think the current Supreme Court is
conservative, liberal, or balanced now. Use current Supreme
Court decisions to argue your position. Positions must be
supported with outside articles, current decisions, past
decisions, and/or the text.
Read Chapter 14: The Judicial System
Where the Executive and Legislative branches are elected by the
people, members of the Judicial Branch are appointed by the
President and confirmed by the Senate. Article III of the
Constitution, which establishes the Judicial Branch, leaves
Congress significant discretion to determine the shape and
structure of the federal judiciary. Even the number of Supreme
40. Court Justices is left to Congress — at times there have been as
few as six, while the current number (nine, with one Chief
Justice and eight Associate Justices) has only been in place
since 1869. The Constitution also grants Congress the power to
establish courts inferior to the Supreme Court, and to that end
Congress has established the United States district courts, which
try most federal cases, and 13 United States courts of appeals,
which review appealed district court cases.
Federal judges can only be removed through impeachment by
the House of Representatives and conviction in the Senate.
Judges and justices serve no fixed term — they serve until their
death, retirement, or conviction by the Senate. By design, this
insulates them from the temporary passions of the public, and
allows them to apply the law with only justice in mind, and not
electoral or political concerns. Generally, Congress determines
the jurisdiction of the federal courts. In some cases, however —
such as in the example of a dispute between two or more U.S.
states — the Constitution grants the Supreme Court original
jurisdiction, an authority that cannot be stripped by Congress.
The courts only try actual cases and controversies — a party
must show that it has been harmed in order to bring suit in
court. This means that the courts do not issue advisory opinions
on the constitutionality of laws or the legality of actions if the
ruling would have no practical effect. Cases brought before the
judiciary typically proceed from district court to appellate court
and may even end at the Supreme Court, although the Supreme
Court hears comparatively few cases each year.
Federal courts enjoy the sole power to interpret the law,
determine the constitutionality of the law, and apply it to
individual cases. The courts, like Congress, can compel the
production of evidence and testimony through the use of a
subpoena. The inferior courts are constrained by the decisions
of the Supreme Court — once the Supreme Court interprets a
law, inferior courts must apply the Supreme Court's
interpretation to the facts of a particular case.
The Supreme Court of the United States
41. The Supreme Court of the United States is the highest court in
the land and the only part of the federal judiciary specifically
required by the Constitution. The Constitution does not stipulate
the number of Supreme Court Justices; the number is set instead
by Congress. There have been as few as six, but since 1869
there have been nine Justices, including one Chief Justice. All
Justices are nominated by the President, confirmed by the
Senate, and hold their offices under life tenure. Since Justices
do not have to run or campaign for re-election, they are thought
to be insulated from political pressure when deciding cases.
Justices may remain in office until they resign, pass away, or
are impeached and convicted by Congress. The Court's caseload
is almost entirely appellate in nature, and the Court's decisions
cannot be appealed to any authority, as it is the final judicial
arbiter in the United States on matters of federal law. However,
the Court may consider appeals from the highest state courts or
from federal appellate courts. The Court also has original
jurisdiction in cases involving ambassadors and other
diplomats, and in cases between states.
Although the Supreme Court may hear an appeal on any
question of law provided it has jurisdiction, it usually does not
hold trials. Instead, the Court's task is to interpret the meaning
of a law, to decide whether a law is relevant to a particular set
of facts, or to rule on how a law should be applied. Lower
courts are obligated to follow the precedent set by the Supreme
Court when rendering decisions.
In almost all instances, the Supreme Court does not hear appeals
as a matter of right; instead, parties must petition the Court for
a writ of certiorari. It is the Court's custom and practice to
"grant cert" if four of the nine Justices decide that they should
hear the case. Of the approximately 7,500 requests for certiorari
filed each year, the Court usually grants cert to fewer than 150.
These are typically cases that the Court considers sufficiently
important to require their review; a common example is the
occasion when two or more of the federal courts of appeals have
ruled differently on the same question of federal law.
42. Source: (2011). The judicial branch. (2011). [Print Photo].
Retrieved from http://www.whitehouse.gov/our-
government/judicial-branch (Links to an external site.)
________________________________________
For this discussion, choose a current topic or story in the news
that ties to the US judiciary and/or court system (at any level)
1. Provide a summary and an analysis of the topic in your own
words (no cutting and pasting please)
2. Tie the topic to this unit's readings. Why is it relevant?
3. Please share if you think your sources are more liberal,
conservative or balanced.
Include in your post information from at least one source, being
sure to correctly cite the source in the post. No Wikipedia.
Please avoid cutting and pasting information from the Internet.
Answer 5 Weekly Reading Questions Below:
Answers for each questions should be roughly 100 words, or
one paragraph, in length. Please write in full sentence format
and use your own words.
1. Define what is meant by "agency point of view." Why do
bureaucrats tend to have an agency point of view?
2. Compare and contrast the patronage system and the merit
system as methods of hiring government employees.
3. What is bureaucratic accountability?
4. What are independent agencies? Please provide 2 examples.
What is a regulatory agency? Please provide 2 examples.
5. What are the major sources of bureaucrats' power? What
mechanisms for controlling the power are available to the
President and Congress?
Read Chapter 13 Patterson Book: The Federal Bureaucracy
43. Bureaucracy
"Bureau" is the French word for "office." Bureaucracy means
rule by offices.
Figure 13.2
Textbook____________________________________
Bureaucracies are hierarchically organized, formal
organizations based on a functional division of labor. Almost
all very large organizations, both public and private, are
bureaucratic. One's position within the organization is based on
your title and rank. Both together define your role within the
organization. There is a linkage between your job title and
your pay scale. At the top of public bureaucracies are the
political leaders, which, in democracies, are usually elected.
Below the top leadership, may be a group of politically
appointed officials. But most bureaucrats are selected on the
basis of merit and are tenured in their jobs after a
probationary period.
Bureaucracies are large, formal organizations. They exist as
both governmental and non-governmental (private)
organizations. Private bureaucracies include both religious
bodies like the Roman Catholic Church and business
organizations like General Motors or IBM. All modern business
corporations are bureaucratically organized.
All modern states have a large bureaucratic components. We
usually refer to the governmental bureaucracies as the
administration, which is usually under the direct supervision of
the chief executive, the President in Presidential systems or the
Prime Minister in Parliamentary systems. In the United States,
the bureaucracy refers to the Executive Branch of Government.
The U.S. President is the chief bureaucrat who rules both the
civilian and the military agencies and departments of the
executive branch of government.
Bureaucracies operate internally through written rules and
procedures. Positions within the bureaucracy are defined by
law and attached to particular offices. Individuals play the
44. defined roles prescribed by their office. There is a hierarchy of
offices, which are usually functionally organized on the basis of
some principle of specialization. Office holders are ranked and
their pay scale depends on their ranking. They receive a regular
salary and are generally prohibited from receiving favors
(bribes) from their clients. Positions are generally filled on the
basis of merit and specialized training. In public bureaucracies,
a civil service system has been established.
Democratically elected leaders usually serve at the top of the
bureaucratic hierarchy. These elected leaders are usually
assisted by a top group of politically appointed managers.
While the civil service bureaucrats are supposed to be
politically neutral expert managers, the political managers
pursue politically motivated goals. There is often tension
between the political top management and the career
professionals: between the democratic and the bureaucratic
principles of management.
Source: (2011) Bureaucracy. Retrieved
from http://faculty.ucc.edu/egh-damerow/bureaucracy.htm
---------------------------------------------------------------------
For this discussion, choose a current topic or story in the news
that ties to an office in the US Federal bureaucracy.
1. Provide a summary and an analysis of the topic in your own
words (no cutting and pasting please)
2. Tie the topic to this unit's readings. Why is it relevant?
3. Please share if you think your sources are more liberal,
conservative or balanced.
Include in your post information from at least one source, being
sure to correctly cite the source in the post. No Wikipedia.
Please avoid cutting and pasting information from the Internet.
Answer 5 Questions Below:
Answers for each questions should be roughly 100 words, or
one paragraph, in length. Please write in full sentence format
45. and use your own words.
1. Define what is meant by "agency point of view." Why do
bureaucrats tend to have an agency point of view?
2. Compare and contrast the patronage system and the merit
system as methods of hiring government employees.
3. What is bureaucratic accountability?
4. What are independent agencies? Please provide 2 examples.
What is a regulatory agency? Please provide 2 examples.
5. What are the major sources of bureaucrats' power? What
mechanisms for controlling the power are available to the
President and Congress?
Health Services Marketing
HSA 305
Pricing Strategies And Decisions In Health Care
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 pricing strategies and decisions in health care
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 providers.
46. *
Upon completion of this lesson, you will be able to:
Describe the various tools of the marketing mix available to
health care providers.
Please go to the next slide.
Concept of PricingTransparencyPublic concernsPricing methods
dependencyThree types of payersConsumersGovernmentPrivate
Transparency is a term that is applied to a given situation in
which prices are accessible to consumers prior to services being
rendered. When there are price inconsistencies and absence of
transparency, local, state, and federal government intervention
may occur. Private insurance companies are involved in
transparency as seen when Aetna made available online the
prices it negotiated with Cincinnati area physicians regarding a
significant amount of medical procedures and tests.
There is public concern regarding health care costs. In this
lesson, we will discuss approaches that organizations can
implement to set their prices. In our discussion, it is very
important to keep in mind that pricing methods depend on a
combination of who the pay is, what the product is, and the
location where it is used. Our focus will be on the three types
of payers:
Consumers
Government; and
Private entities.
as well as the pricing decisions that are essential to each of
them.
47. Please go to the next slide.
*
Consumer PayersConsumer psychology and pricing Price
takersPerceptionsReference pricesPrice quality inferencesPrice
cues
Consumers are one type of payer that for the most part have
insurance that pays for most of their health care costs.
However, we will discuss when insurance is not the consumer’s
option to pay health care costs. The seller of health care
products and services use traditional market analysis tools in
this case. Traditionally consumers are price takers. Price takers
are consumers that accept prices at face value or as given. In
regards to health care products and services, consumers have
traditionally been price takers.
Consumers use a frame of reference such as their knowledge on
prior purchase, formal communication like advertisements, sales
calls and brochures, informational communications like word of
mouth from friends, colleagues, or family members, and point
of purchase or online resources. It is important to have an
understanding of how consumers obtain their price perceptions,
reference prices, price quality inferences, and price cues.
Reference prices are prices that are the result of comparing a
product’s indicated price to pricing information from memory or
an external frame of reference. Price quality inferences are
inferences that many consumers use price as an indicator of
quality when there is no other information available. Price
quality inferences are applied for products where consumers pay
48. with their disposable income such in cases of cosmetic surgery.
Consumers’ perception regarding health care product and
services can also be affected by price cues. This is evident in
products with prices that end in an odd number. Research
indicates that consumers have a tendency to process prices in a
left to right manner instead of by rounding. In this manner,
price encoding is essential if there is a mental price break at the
higher, rounded price.
Please go to the next slide.
*
Consumer Payers-Setting the PriceSelecting pricing
objectiveDetermining demandEstimating costsAnalyzing
competitors’ costs, prices and offers
It is a normal practice for the seller to set a price upon
development, introduction, or enters bids regarding a new
product. Different industries have different pricing points or
price tiers, and levels that can be found in a distribution
channel. There is a seven step procedure used to assist an
organization in considering the factors in setting its pricing
policy:
Step One. Selecting the pricing objective. Five major
objectives through its pricing can be pursued in order to decide
where an organization wants to position its market offering:
survival, maximum current profit, maximum market share,
maximum market skimming, or product-quality leadership.
Survival is a short term objective that is appropriate when
organizations are afflicted with overcapacity, intense
competition, or changing consumer wants. As long as prices to
cover variable costs and some fixed cost are covered, the
49. organization remains in business. Since this is an short run
objective, the organization must learn how to add value or face
extinction in the long run. In order to obtain the maximum
current profit, organizations estimate the demand and costs
associated with alternative prices, choosing the one that
provides maximum current profit, cash flow, or rate of return on
investment. One trade off regarding current performance is that
an organization may sacrifice long run performance by under
spending on brand building or ignoring competitors’ long run
responses. If the maximum market share objective is chosen by
organizations, then they believe that a higher sales volume will
lead to lower units costs and high long run profit. Market
penetration is a tactic where the organization will set a very low
price in order to obtain a high share. This tactic is appropriate
when the market is highly price sensitive and a low price
stimulates market growth. A collection of experience can cause
production and distribution costs to fall and the lower price will
discourage competition. This is not illegal predatory pricing.
Illegal predatory pricing is when very large organizations price
below their production cost to drive small, more poorly
financed organizations out of business.
Organizations introducing new technology may set high prices
to maximize market skimming to gain as much revenue as
possible in the short run. Price skimming is when prices start
high and are slowly lowered over time when competitive
offerings and generic substitutes become available. This is seen
in the pharmaceutical industry frequently. It is important to note
that if prices are set too high, the product may fail to gain
customers or may be excluded from formularies. Price
skimming is ideal when:
One. There is a sufficient number of buyers have a high current
demand;
Two. The unit costs of producing a small volume are not so high
that they cancel the advantage of charging what the traffic will
50. bear.
Three. The high initial price does not attract more competitors
to the market, and
Four. The high price communicates the image of a superior
product.
The aim is for organizations to become the product quality
leaders in the market where they produce gold standard quality
and charge premium prices.
Step Two. Determining demand. Price and demand are inversely
related meaning that the higher the price, mthe lower the
demand. In order to estimate demand, one must understand what
affects price sensitivity. Consumers are most price sensitive
when products are very costly or purchased frequently. The
opposite is true also. Consumers are less price sensitive when
price is only a small portion of the total charge to have, operate,
and service the product over its lifetime. A seller is able to
charge a higher price than its competition and still obtain the
business if it can convince the customer that it offers the lowest
total cost of ownership or TCO. In estimating demand, an
organization can use one of three methods:
One. Analyze past data and their relationships to each other
such as prices, units, sold, referrals, admissions, visits, and
procedures;
Two. Conduct field experiments to observe the effect of varying
prices on the same products in different, but similar, markets; or
Three. Use prospective surveys to explore how likely consumers
indicate they are to purchase at various proposed prices.
Price elasticity of demand is the sensitivity of the volume
change to alternation in price. The demand is inelastic if the
demand change is minimal with a small change in price. Third
party insurance coverage and other health care products and
services fit into this category. If the demand changes with price,
then it is elastic. The larger the volume growth as a result from
51. a price reduction, the larger the positive price elasticity.
Demand is likely to be less elastic under the following
conditions:
One. There re few or no substitutes or competitors;
Two. Buyers do not notice the higher price;
Three. Buyers are slow to change their purchasing habits.
And four. Buyers believe the higher prices are justified.
The range of prices for which demand is inelastic is the price
indifference band, and organizations apparently want to operate
at the highest point in this range.
Step Three. Estimating costs. In estimating cost for a given
product, the organization needs to charge a price that covers its
cost of production, distribution, and selling the product as well
as include a fair return for its effort and risk. There are types of
cost and levels of productions. Fixed cost are cost that do not
changed with production or sales revenue regardless of output
and subject to capacity constraints. Variable costs differ
directly with the level of production. Total costs consist of the
sum of the fixed and variable costs for any given level of
volume. Average cost is equal to total costs divided by volume.
Step Four. Analyzing competitors’ costs, prices and offers. An
organization also looks at the competitors’ cost, prices, and
possible price reactions into account through an analysis.
During this process, the organization should consider the
distinct features its product offers and whether they are valued
by the customers who are willing to pay more. Shadow pricing
is the practice of adjusting prices to keep them just under those
of the competition.
Please go to the next slide.
*
52. Consumer Payers-Setting the Price, continuedDeciding whether
to use price as a competitive strategySelecting a pricing
methodSelecting final price
Step Five. Deciding whether to use price as a competitive
strategy. Competitive strategy can be a marketing strategy
since there are sales of many goods and services that are
sensitive to price reductions.
Step Six. Selecting a pricing method. An organization can
implement the three C’s to price products: customers’ demand
schedule, the cost function, and competitors’ prices. The cost
set a floor to the price. The competitors’ prices and the price of
substitutes provide an orienting point, and customers’ value
assessment of unique features established the price ceiling.
There are three price setting methods: markup pricing, target
return pricing, value pricing, and going rate pricing. Markup
pricing is the most elementary pricing method. It is to add a
standard markup to the product’s cost, either a fixed amount or
a percentage. Markup pricing are popular for the following
reasons: (1) the seller can estimate production costs easier than
demand; (2) when all organizations in the industry implement
this pricing method, prices tend to be similar if their cost are
similar; therefore price competition is minimized; and (3) many
people believe that cost plus pricing is fairer to both buyers and
sellers. Sellers do not take advantage of the buyer when the
latter’s demand increases and sellers earn a fair return on
investment. Target return pricing is when the organization
determines the price that would yield its target rate of return on
investment (ROI). This method is used by public utilities.
When using this method, the manufacturer must consider
different prices and estimate their probable impacts on sales
volume and profits. Value pricing is when the organization
base their price on the customer’s perceived value of their
53. product. In going rate pricing, the organization bases its price
on the competitors’ prices.
And
Step Seven. Selecting the final price. The organization must
consider additional factors including the impact of other
marketing activities, overall organizational pricing policies,
gain and risk sharing pricing, public perceptions, and the impact
of price on other parties. The final price must take into
consideration the brand’s quality, positioning, and promotion
associated to the competition (the influence of other marketing
activities). In the pharmaceutical industry, direct to consumer
(DTC) advertising can strongly impact patient demand for a
particular medication. Organization pricing policies dictate the
price ranges or methods of relative pricing for their portfolio of
products and services. Pricing policy also allow salespeople a
range in which they can negotiate with their customers. Buyers
may not accept a seller’s proposal due to a high perceived level
of risk. At times, the seller may offer to absorb part or all of
the risk if the product does not deliver the full promised value/
This is called gain and risk sharing pricing. In setting the price,
the organization must also look at the impact of price on other
parties such as the reactions of other stakeholder to the
proposed price. In addition, it is important for marketers to be
cognizant of the laws regulating pricing. There are federal and
state statues that protect consumers against deceptive pricing
practices.
Please go to the next slide.
*
Consumer Payer-Adapting PriceGeographic pricingPrice
discounts and allowanceEarly paymentVolume purchasesOff
season buying
54. Organizations usually develop a price structure that reflects
variations regarding geographical demand and cost, market
segment requirements, purchase timing, order levels, delivery
frequency, guarantees, service contracts, and other factors. We
will now discuss price adaptation strategies: geographical
pricing, price discounts, and allowances, promotional pricing,
and differentiated pricing.
Geographical pricing. The organization decides how much to
charge customers in different locations. Over the counter
medications prices may vary by neighborhoods.
Price discounts and allowance. Many organizations will adjust
their list price and provide discounts and allowance for early
payment, volume purchases, and off season buying. Discounting
is a great tool if the organization can gain value in return such
in the case when the customer agrees to:
Sign a three year contract;
Is willing to order electronically; or
Purchases in large quantities.
Please go to the next slide.
*
Consumer Payer-Adapting Price, continuedPromotional
pricingLost leader pricingSpecial event pricingSeasonal
discountsCash rebatesLow interest financingLonger payment
termsWarranties and service contractsPsychological discounting
Promotional pricing. Organizations can implement many pricing
techniques to stimulate early purchase. These are:
55. One. Lost leader pricing. An example of lost leader pricing is
obstetrical services. Hospitals are not able to charge enough to
cover their expenses due to women being the primary decision
makers for family’s health choices; therefore, investment in
these services can assist in stimulating future hospital use when
the need occurs.
Two. Special event pricing. Sellers will offer special prices to
attract customers for special occasions such as opening a new
store, launching a new product line, or celebrating some other
special event.
Three. Seasonal discounts. Since health care revenue cycles can
be cyclical, to smooth the demand, some organizations offer
special pricing during predictable downturns. For example,
cosmetic dermatology services are often promoted in the spring
and summer months.
Four. Cash rebates. Health care organizations offer cash rebates
to encourage purchase of a manufacturer’s products within a
specific time period. An example of this would be coupons for
diabetic patients toward the purchase of a glucose monitoring
machine.
Five. Low interest financing. Organizations may offer low
interest financing instead of cutting its price. This technique is
attractive for health care information technology firms due to
the price of annual service contracts being based on a
percentage of the system’s sales price.
Six. Longer payment terms. This is a strategy used by medical
device and pharmaceutical companies that stretches loans over
longer periods and lowers the monthly payments.
Seven. Warranties and service contracts. Organizations can
promote sales by adding a free, low cost or extended warranty
or service contract.
And
Eight. Psychological discounting. This is a strategy that
involves setting an artificially high price and then offering the
product significant savings.
56. Please go to the next slide.
*
Consumer Payer-Adapting Price, continuedDifferentiated
pricingFirst degree discriminationSecond degree
discriminationThird degree discriminationCustomer segment
pricing Product form pricing Image pricing Channel
pricingLocation pricing Time pricing
Differentiated pricing. Organizations often adjust their basic
price to accommodate variances in customers, products and
locations. Price discrimination happens when an organization
sells a product at two or more prices that do not reflect a
proportional difference in costs.
There are three degrees of price discrimination:
First degree discrimination is when the seller charges a separate
price to each customer depending on the intensity of his
demand.
Second degree discrimination is when the seller charges less to
buyers who buy a larger volume.
And third degree discrimination is when the seller charges
different amounts to different classes of buyers such as the
following:
Customer segment pricing is when different customer groups are
charged different prices for the same product. A classic example
is that a health plan charges a low premium for students and a
higher premium for senior citizens.
Product form pricing is when different versions of the product
are priced differently, but not proportionately to their respective
cost. A pharmaceutical company may charge 35 dollars for a
thirty day supply of a drug in a 10 mg dosage, whereas the 15
milligram dose will cost 90 dollars.
57. Image pricing is when some organizations price the same
product at two different levels based on different images held
by different buyers.
Channel pricing is when pricing for the same item can be
different depending on the distribution channel. An example of
this is a ninety day supply of medication is usually cheaper if
purchased from a mail order pharmacy than from the local drug
store.
Location pricing is when the same product is priced differently
at different locations even though the cost of offering at each
location is the same. An example is a tertiary care hospital that
offers cosmetic surgery services in its urban facilities in
Washington, DC may charge a higher price for the same
procedures offered by its satellite facility in Alexandria,
Virginia.
Time pricing is when prices are varied by time of year or day of
week. An example of this is if pharmacy traffic is slower
midweek, it may offer discount prices on Wednesdays.
Please go to the next slide.
*
Consumer Payer-Initiating and Responding to Price
ChangesInitiating price increasesDelayed quotation
pricingEscalator clausesUnbundlingReduction of
discountsReduction of size
Organization may have to change their prices due to various
situations. We will now discuss price increases strategies.
Many organizations initiate price increases to maintain profits
58. when they encounter cost inflation. However, organizations try
to increase prices as few times as possible to avoid customer
antagonism. When they anticipate rising cost, they often raise
their prices by more than they expect in the short run. This is
called anticipatory pricing. Over demand is another factor that
causes price increases. In cases where the organization cannot
supply all of its customers, it may use one of the following
techniques:
Delayed quotation pricing. The organization does not set a final
price until the product is finished or delivered. This
implemented most in industries with long production lead times
and in economies that are experiencing fast inflation.
Escalator clauses. The organization requires the customer to pay
today’s price and all or part of any inflation increase that take
place prior to delivery. This clause bases price increases on
some specified price index. These contracts are evident in
major project such as construction and standard in property rent
agreements.
Unbundling. The organization maintains its price but removes
or prices separately one or more components that were part of a
former offer such as free delivery or installation.
Reduction of discounts. The organization instructs its sales
force not to offer its normal cash and quantity discounts.
And reduction of size. The amount delivered to the customer is
reduced while the price remains the same.
Please go to the next slide.
.
*
59. Consumer Payer-Initiating and Responding to Price Changes,
continuedReactions to price changesMaintain price and profit
marginMaintain price and add valueReduce priceIncrease price
and add brandsLaunch a low price line
Reactions to price changes. Market leaders can respond to
frequent aggressive price cutting by newer or smaller
organizations trying to establish market share by any of the
following:
Maintain price and profit margin. The market leader can
maintain its price and profit margin, it believes
One. It will lose too much profit if it reduced its price;
Two. It will not lose much market share to the competitor; and
Three. It could regain market share when necessary.
Maintain price and add value. The organization may find it
cheaper to maintain price and spend money to improve
perceived quality instead of cut price and operate at a lower
margin.
Reduce price. Prices can be lowered to match the competitor’s
price. This strategy can be attractive if the organization needs
to maintain a certain production volume to hold down its costs
and if it foresees difficulty in regaining market share once it is
lost.
Increase price and add brands. Prices can be raised and new
brands introduced to bracket the attacking brand.
Launch a low price line. Lower priced items can be added to the
line or a separate, lower priced brand can be created.
Any of these can be applied, but the organization must also
60. factor the product’s state in the life cycle, its importance in the
organization’s portfolio, the competitor’s intentions and
resources, the market’s price and quality sensitivity, the
behavior of costs with volume, and the company’s alternative
opportunities.
Please go to the next slide.
*
Government PayersCoding systemsCurrent Procedural
Terminology 4th Edition (CPT-4) Healthcare Common
Procedural Coding System (HCPCS)International Classification
of Disease (ICD)Resource Based Relative Value Scale
(RBRVS)Diagnosis Related Group (DRG)
*
When the government is the payer of health care products and
services, the seller must accept the amounts and payment
methods the government sets. US Congress sets the method of
payment and how rates will be increased or decreased over time
and Centers for Medicare and Medcaid Services or CMS
administer the pricing schemes for Medicare, Medicaid, and
Veterans Administrative Programs. Prices are based on what
was one, what was provided, and why or by procedure, product,
and diagnosis. A series of standardized codes have been
developed by different organizations to compare episodes of
care, set prices, and expedite payment. The three common
coding systems are as follows:
Current Procedural Terminology 4th Edition or CPT-4 is
copyrighted by the American Medical Association. It is a
system that list procedures, usually with a five digit code.
Healthcare Common Procedural Coding System or HCPCS is a
61. government code that CMS issues and updates annually. This
system include health care products such as injectable
pharmaceutical, durable equipment and disposable medical
supplies as well as procedures and professional services such as
dentistry and temporary medical service codes. These codes are
in the form of a letter followed by four digits.
International Classification of Disease or ICD is the World
Health Organization’s disease listing system which countries
may modify accordingly. The recent version is ICD-10 which
was can into use after 1994. However, ICD-9CM is still in use.
Most IDC-9CM codes are three digits, followed by up to two
more digits after a decimal point.
Resource Based Relative Value Scale is a fee schedule that uses
the CPT-4 coding system.
Diagnosis related group or DRG is a scheme that hospitals are
paid that relies on ICD-9CM codes. The federal government
sets many other fees according to a variety of prospective
payment system. DRG is a flat fee regardless of the number or
costs of services or products provided.
There are other considerations for pharmaceutical companies
who price their products outside the US. Other countries
consider drug prices when they decide whether to approve a
drug for sale. The method these countries implement to
determine the price often depends on a comparison to prices of
the same product or therapeutic category in other selected
nations or reference (index) pricing.
Please go to the next slide.
Private PayersPremiumDeductibleCoinsuranceCo payment
62. Actuaries provides estimates of the frequency of utilization for
a variety of health care services for the target population in a
health care organizations. The estimate is equivalent in the
product sector to the cost of goods sold. When the plan is on
the market, the actual cost data for this utilization or medical
expanse ratio can be obtained which accounts for 80 to 85
percent of the premiums that an organization charges. An
additional 10 to 15 percent of premiums for sales, general and
administrative or SG&A expenses are estimated. To provide an
understanding on how much the consumer is responsible for
paying for health care, the following must be defined:
Premium. This is the amount the consumer pays to purchase an
insurance product. A certificate of insurance specifies what it
covers and how much of the expense the plan will pay. The rest
is the responsibility of the consumer.
Deductible. This is the amount the consumer pays prior to the
insurance starts to cover charges.
Coinsurance. This is a percent of charges the patient pays.
The remainder is the responsibility of the insurance company.
Copayment. This is the amount the consumer patient pays for
every encounter, whether it is for receiving a service or buying
a product such as medication.
When health insurance is responsible for any benefits, all of
these terms apply to determine the total consumer cost for a
product or service. The actuarial cost previously discussed and
the patient’s out of pocket cost such as deductibles,
copayments, and coinsurance when pricing their products. Due
to the majority of health care purchases being relatively low
cost, even small increases in patients’ upfront payments can
result in large premium reductions.
63. Please go to the next slide.
*
Check Your Understanding
Summary Payers typesSeven theories for setting pricesOther
factors to consider in modifying pricesInitiate price increase or
reductionGovernment payerPrivate insurers payers
*
We have now reached the end of this lesson. Let’s take a look
at what we’ve covered.
First, we discussed the task of setting prices that differ depend
on who the payer is:
Patient;
Government;
Private parties; or
A combination of any of the above.
Next, we looked at seven theories of setting appropriate prices
for patients. These are
One. Selecting the pricing objective.
Two. Determining demand.
Three. Estimating costs.
Four. Analyzing competitors’ costs, prices, and offers.
Five. Deciding whether to use price as a competitive strategy.
Six. Selecting a pricing method such as markup, target return
64. pricing, value pricing, and going rate pricing.
And seven. Selecting the final pricing.
In addition, we looked at modifying the theory by the any of the
following other factors:
Health care organization’s brand strength;
Its pricing policies;
Government regulations; and
The impact of price on other stakeholders.
We also discussed prices going through more adjustment to take
into account geographical factors, price discounts and
allowances, promotional pricing, and differentiated pricing.
Next, we discuss when an organization needs to initiate a price
increase or reduction and when to react to competitors’ price
initiatives.
We then discussed how the government exercises its right to set
prices for payment under the Medicare, Medicaid, and Veterans’
administration programs. It has also set up a system for price
determination that depends on the nature of the product or
service and where it is provided.
Finally, we discussed private insurers. They set the medical
conditions that they will cover and indicate what they will pay.
They often use governmental guidelines.
This concludes this lecture.
*
Welcome to Health Services Marketing. In this lesson, we will
discuss pricing strategies and decisions in health care
Please go to the next slide.
65. *
Upon completion of this lesson, you will be able to:
Describe the various tools of the marketing mix available to
health care providers.
Please go to the next slide.
Transparency is a term that is applied to a given situation in
which prices are accessible to consumers prior to services being
rendered. When there are price inconsistencies and absence of
transparency, local, state, and federal government intervention
may occur. Private insurance companies are involved in
transparency as seen when Aetna made available online the
prices it negotiated with Cincinnati area physicians regarding a
significant amount of medical procedures and tests.
There is public concern regarding health care costs. In this
lesson, we will discuss approaches that organizations can
implement to set their prices. In our discussion, it is very
important to keep in mind that pricing methods depend on a
combination of who the pay is, what the product is, and the
location where it is used. Our focus will be on the three types
of payers:
Consumers
Government; and
Private entities.
as well as the pricing decisions that are essential to each of
them.
Please go to the next slide.
*
Consumers are one type of payer that for the most part have
insurance that pays for most of their health care costs.
However, we will discuss when insurance is not the consumer’s
66. option to pay health care costs. The seller of health care
products and services use traditional market analysis tools in
this case. Traditionally consumers are price takers. Price takers
are consumers that accept prices at face value or as given. In
regards to health care products and services, consumers have
traditionally been price takers.
Consumers use a frame of reference such as their knowledge on
prior purchase, formal communication like advertisements, sales
calls and brochures, informational communications like word of
mouth from friends, colleagues, or family members, and point
of purchase or online resources. It is important to have an
understanding of how consumers obtain their price perceptions,
reference prices, price quality inferences, and price cues.
Reference prices are prices that are the result of comparing a
product’s indicated price to pricing information from memory or
an external frame of reference. Price quality inferences are
inferences that many consumers use price as an indicator of
quality when there is no other information available. Price
quality inferences are applied for products where consumers pay
with their disposable income such in cases of cosmetic surgery.
Consumers’ perception regarding health care product and
services can also be affected by price cues. This is evident in
products with prices that end in an odd number. Research
indicates that consumers have a tendency to process prices in a
left to right manner instead of by rounding. In this manner,
price encoding is essential if there is a mental price break at the
higher, rounded price.
Please go to the next slide.
*
It is a normal practice for the seller to set a price upon
development, introduction, or enters bids regarding a new
product. Different industries have different pricing points or
price tiers, and levels that can be found in a distribution
67. channel. There is a seven step procedure used to assist an
organization in considering the factors in setting its pricing
policy:
Step One. Selecting the pricing objective. Five major
objectives through its pricing can be pursued in order to decide
where an organization wants to position its market offering:
survival, maximum current profit, maximum market share,
maximum market skimming, or product-quality leadership.
Survival is a short term objective that is appropriate when
organizations are afflicted with overcapacity, intense
competition, or changing consumer wants. As long as prices to
cover variable costs and some fixed cost are covered, the
organization remains in business. Since this is an short run
objective, the organization must learn how to add value or face
extinction in the long run. In order to obtain the maximum
current profit, organizations estimate the demand and costs
associated with alternative prices, choosing the one that
provides maximum current profit, cash flow, or rate of return on
investment. One trade off regarding current performance is that
an organization may sacrifice long run performance by under
spending on brand building or ignoring competitors’ long run
responses. If the maximum market share objective is chosen by
organizations, then they believe that a higher sales volume will
lead to lower units costs and high long run profit. Market
penetration is a tactic where the organization will set a very low
price in order to obtain a high share. This tactic is appropriate
when the market is highly price sensitive and a low price
stimulates market growth. A collection of experience can cause
production and distribution costs to fall and the lower price will
discourage competition. This is not illegal predatory pricing.
Illegal predatory pricing is when very large organizations price
below their production cost to drive small, more poorly
financed organizations out of business.
68. Organizations introducing new technology may set high prices
to maximize market skimming to gain as much revenue as
possible in the short run. Price skimming is when prices start
high and are slowly lowered over time when competitive
offerings and generic substitutes become available. This is seen
in the pharmaceutical industry frequently. It is important to note
that if prices are set too high, the product may fail to gain
customers or may be excluded from formularies. Price
skimming is ideal when:
One. There is a sufficient number of buyers have a high current
demand;
Two. The unit costs of producing a small volume are not so high
that they cancel the advantage of charging what the traffic will
bear.
Three. The high initial price does not attract more competitors
to the market, and
Four. The high price communicates the image of a superior
product.
The aim is for organizations to become the product quality
leaders in the market where they produce gold standard quality
and charge premium prices.
Step Two. Determining demand. Price and demand are inversely
related meaning that the higher the price, mthe lower the
demand. In order to estimate demand, one must understand what
affects price sensitivity. Consumers are most price sensitive
when products are very costly or purchased frequently. The
opposite is true also. Consumers are less price sensitive when
price is only a small portion of the total charge to have, operate,
and service the product over its lifetime. A seller is able to
charge a higher price than its competition and still obtain the
business if it can convince the customer that it offers the lowest
total cost of ownership or TCO. In estimating demand, an
organization can use one of three methods: