Question

) What two main elements comprise the study of comparative health systems?

2) Why is Health Care Marketing a relatively new phenomenon?

3) What are the 5 P's of health car marketing?

Answer 1

1:- • The Individual Patient

the individual patient, whose needs and preferences should be the defining factors in a patient-centered health care system. Recent changes in health care policy reflect an emphasis on “consumer-driven” health care. The availability of information, the establishment of private health care spending accounts, and other measures reflect an increasing expectation that patients will drive changes in the system for improved quality, efficiency, and effectiveness. Overall, the role of the patient has changed from a passive recipient of care to a more active participant in care delivery.

•The Care Team

The care team, the second level of the health care system, consists of the individual physician and a group of care providers, including health professionals, patients' family members, and others, whose collective efforts result in the delivery of care to a patient or population of patients. The care team is the basic building block of a “clinical microsystem,” defined as “the smallest replicable unit within an organization [or across multiple organizations] that is replicable in the sense that it contains within itself the necessary human, financial, and technological resources to do its work”

2:-The organised marketing of hospitals is a relatively new phenomenon, powered by funding from corporates as well as VCs who have spawned many startups in the field like Portea, Practo among others. However, creating a hospital brand is complicated and multi-layered. Rana Bawa, president - Ogilvy CommonHealth Worldwide – India, captures it well and says, “At a fundamental level, hospitals are in a ‘need based’ sector unlike FMCG which are in a ‘want based’ segment.” Hospitals need to establish trust before trial, whereas FMCG needs to get trials before trust is establshed. FMCGs can and have salvaged their reputations; in case of hospitals, bad word of mouth can be incriminating to an extent that no marketing campaign can repair. The hospitals in India are witnessing the initiation of a new era – the age of the empowered healthcare consumer, who not only has access to a multitude of healthcare information, but is also well-informed about rights as consumers, points out Dr SD Gupta, chairman, IIHMR University.

3:-

The new 5 P's of marketing now impact the marketing potential of healthcare organizations by offering changes in sales physician access, purchasing, formulary decision making, and growing patient empowerment. The new 5 P's of marketing are:

•Physicians

•Patients

•Payers

•Public and

•The Presence of Politics.