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MH0056-Public Relations & Marketing for Healthcare Organizations

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FALL-2015
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Master of Business Administration - MBA Semester 4
MH0056-Public Relations & Marketing for Healthcare Organizations-4 Credits
(Book ID: B1320)
Assignment (60 Marks)
Note: Answers for 10 marks questions should be approximately of 400 words. Each question is
followed by evaluation scheme. Each Question carries 10 marks 6 X 10=60.
Q1. Explain the concept of service and marketing. Discuss the steps involved in healthcare
marketing process.
Answer. Service marketing might include the process of selling telecommunications, health
treatment, financial, hospitality, car rental, air travel, and professional services. Marketing has been
considered to be an integral business aspect for long. Service marketing is the endorsement of
economic activities offered by a company to its consumers, it is considered to be a special sub set of
marketing because it focuses on how rendering of services can affect both the customer attitude and
the marketing strategy.
Q2. Discuss the various steps involved in marketing research.
Answer. The various stages or steps in the marketing research process are discussed below:
1. Identification and Defining the Problem:
The market research process begins with the identification “of a problem faced by the company. The
clear-cut statement of problem may not be possible at the very outset of research process because
often only the symptoms of the problems are apparent at that stage. Then, after some explanatory
research, clear definition of the problem is of crucial importance in marketing research because such
research is a costly process involving time, energy and money.
Q3. Explain the types of public relations research.
Answer. Many public relations practitioners count communication and strategy as the most valuable
skills in their field. But in practice, one cannot put those skills to good use without a foundation of
research and information gathering. It’s important to know a client’s needs, target market, and
available resources in order to draw up a good PR plan. For example, before submitting a story to a
magazine, you have to know its readership and editorial standards to make sure your piece will fit in.
There are various types of research involved in PR, such as market research, industry research, news
tracking, and competitive analysis. Each project requires different research methods, but one thing is
constant:
Q4. Discuss the current scenario of medical tourism in India.
Answer. These days it seems like every country in the world promotes itself as a haven for medical
tourism. The reality is that in most cases they offer sub-standard facilities and limited
skills/qualifications. India has tens of thousands of skilled physicians and nurse practitioners. Over the
last two decades, the economic boom in India has led to the building of medical facilities &
infrastructure that rival the very best that western medical care that the west has to offer. Many of
the physicians that practice in these hospitals and clinics have returned (to India) from the U.S. and
Europe, leaving behind successful practices.
Q5. Discuss the future of healthcare marketing.
Answer. Health Care Marketing is a new approach to public health that applies traditional marketing
principles and theories alongside science-based strategies to prevention, health promotion and
health protection. Health marketing is one of the ways through which advancements in medicine and
in health-protecting services like insurance are made widely known.
Q6. Discuss the standard metrics to evaluate public relations in healthcare.
Answer. Standards for traditional media measurement
The “Proposed Interim Standards for Metrics in Traditional Media Analysis,” addresses some of the
core elements of traditional media metrics such as calculating impressions, what counts as a media
“hit”, assessing sentiment and quality – basic measures for which practitioners have consistently
failed to achieve consensus. As the comments from industry professionals to date suggest, these are
important first steps focused on outputs only, and we need to go further to address the outcomes
linking PR to business results. But, while there is still ground to cover, this effort is more than
anything we have to date and brings us closer toward establishing a common language, transparency
and consistency. And, the next phase for traditional media standards is already underway.
Standards for social media measurement
The effort to establish social media measurement standards began in 2011 with the creation of the
#SMM Standards Coalition, a cross industry collaboration which unveiled its roadmap and first
interim standard in June 2012 at the AMEC European Summit. These include a "content sourcing and
FALL-2015
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