Florida National University
HSA-6163 Planning and Marketing in Health Services Administration Week 3
Critical Reflection Paper: Chapters 5 & 6.
Objective: To critically reflect on your understanding of the readings and your ability to apply
them to your Health care Setting.
ASSIGNMENT GUIDELINES (10%):
Students will judgmentally evaluate the readings from Chapters 5 and 6 in your textbook. This
job is planned to help you appraise, assess, and apply the readings to your Health Care marketing
program as well as develop the underpinning for all of your lasting projects.
You need to read the chapters assigned for week 3 and develop a Minimum of 3-page paper
replicating your thoughtful and capacity to apply the readings to your Health Care Marketing
Program. Each paper must be typewritten in 12-point font and double-spaced with standard
margins. Follow APA style 7th edition format when referring to the selected articles and include
a reference page.
EACH PAPER SHOULD INCLUDE THE FOLLOWING:
1. Introduction (25%) Deliver a brief outline of the meaning (not a description) of each Chapter
and article you read, in your own words.
2. Your Critique (50%)
What is your reaction to the content of the chapters?
What did you learn Marketing research process? What are qualitative research techniques?
What did you learn about mass marketing?
Did these Chapters change your thoughts about Marketing to ethnic communities? If so, how? If
not, what remained the same?
3. Conclusion (15%)
Briefly recapitulate your opinions & assumption to your critique of the articles and Chapter you
read. How did these articles and Chapters impact your thoughts on Newsletter and marketing?
Evaluation will be based on how you respond to the above, in particular:
a) The clarity with which you critique the chapters.
b) The depth, scope, and organization of your paper; and,
c) Your conclusions, including a description of the impact of these articles and Chapters on any
Health Care Setting.
ASSIGNMENT RUBRICS
Assignments Guidelines
Introduction
Your Critique
Conclusion
Total
10 Points
25 Points
50 Points
15 Points
100 points
10%
25%
50%
15%
100%
ASSIGNMENT GRADING SYSTEM
A
B+
B
C+
C
D
F
Dr. G
90% – 100%
85% – 89%
80% – 84%
75% – 79%
70% – 74%
60% – 69%
50% – 59% Or less.
Chapter 5
Market Research
Chapter 5 Objectives
1. Understand the nature of the marketing research
process.
2. Know the difference between primary and
secondary data
3. Recognize the range of alternative sampling
methodologies.
4. Understand the value of alternative data collection
methodologies.
5. Appreciate the necessity of a marketing information
system.
Learning Objective 1
• Marketing research process
–
–
–
–
–
Problem recognition
Identification of research objectives
Research design
Data collection
Analysis and evaluation of results
Learning Objective 1
• Step 1: Problem recognition
– Define the problem.
– All stakeholders should be included in this phase
of the research.
– Defining the problem is more in depth than
identifying a symptom of the problem.
Learning Objective 1
• Step 2: Identification of research objectives
– Four forms
• Exploratory—need to determine the cause of the
problem
• Descriptive—attempt to identify new issues or markets
• Test hypotheses
• Predictive—try to forecast demand for a service
Learning Objective 1
• Step 3: Research design
– Plan for the entire study.
– Specify data needed and methods to be used to
collect data.
– Specify methods to analyze and interpret results.
– Primary or secondary data
• People involved in first two stages are those affected
by the issue; after this point those involved are
research professionals.
Learning Objective 2
• Primary data
– Information collected to address a specific
research question
– Qualitative and quantitative (empirical)
– First-hand observation or interview
– Most current data
– Costly and time consuming
Learning Objective 2
• Secondary data
– Information collected previously for another
purpose (internally or externally)
• Syndicated marketing research
• Benchmark information
• Available to all, including competitors
– Big Data impact (clinical and administrative)
• Data mining
FIGURE 5-2 Categorization of Research Tools
Learning Objective 2
• Data collection—qualitative
– Primary data collection research methods
• Observational: Can usually address the what, not the why
– A.C. Nielsen
– Medical mystery shoppers
– Cameras
• Focus groups
• Personal interviews
• Social media (opinion, sentiment analysis)
Learning Objective 2
• Primary data collection—quantitative
– Primary data collection research methods
• Experimental
– Factors are manipulated to determine a causal relationship.
– Quasi-experimental design (ex-test market)
• Survey research (telephone, mail, online)
Learning Objective 3
• Designing a sample
– Collection of data from portion of target population
– Six steps
• Define the population.
• Specify the sampling frame.
• Specify the sampling unit.
• Select sampling method.
• Determine the sample size.
• Specify the sampling plan.
Learning Objective 4
• Data collection methodologies
– Questionnaire design
• Clarity of meaning to the terms used
• Simple (KISS)
• No presuppositions
• Ask for only one piece of info at a time.
– Question format
• Open-ended questions
• Multichotomous questions
– Yes/no, Likert scale, or semantic differential scale
Learning Objective 5
• Analysis and evaluation of research
– Qualitative (focus groups)
– Quantitative (empirical studies/info)
– Statistical analysis
Learning Objective 5
• Marketing information systems
– A structured, interacting complex of persons,
machines, and procedures designed to generate an
orderly flow of pertinent information collected
from intra- and extra-firm sources, for use as the
bases for decision making in specific responsibility
areas of marketing management
– Growth in database marketing has spurred need for
effective MIS.
Summary
• Marketing research is a process that involves the
collection of primary and secondary data, or a
combination of both. These data can be either
quantitative or qualitative in form.
• Secondary data can be obtained from the
organization itself, from regulatory agencies, and
from commercial firms.
• The collection of primary market research data can
be accomplished through observation, experiments,
interviews, and surveys.
Summary (cont.)
• Mail, telephone, and personal interviews vary in
terms of flexibility, cost, and respondent cooperation.
• An increasingly common qualitative data-gathering
method in health care is the focus group.
• In conducting market research, organizations can
collect data from all members of the target population
(census) or they can use a subset (sample).
Summary (cont.)
• Any sampling method is dependent of five factors:
– Probability, stratification, equal likelihood of
selection, number of stages, and level of the unit
• In order to develop any survey instrument
appropriately, it is essential to pretest the instrument
among a group of people similar to those who will
receive the final survey.
Summary (cont.)
• Marketing information systems are an approach to
organizing an array of data for use in strategic market
decisions.
• Organizations are developing database marketing
efforts that allow them to identify, profile, and reach
individual customers.
Chapter 6
Market Segmentation
Chapter 6 Objectives
1. Understand alternative market segmentation
strategies.
2. Recognize relevant criteria for selecting market
segments.
3. Identify alternative bases for industrial
segmentation.
4. Appreciate the hierarchy of segmentation
alternatives.
Learning Objective 1
• Mass marketing
– Develop marketing mix to appeal to broadest group.
– Mass marketing is an undifferentiated approach.
– Everyone in the market wants the same product
delivered, priced, and promoted the same way.
– Cost advantage
– Disadvantage—people have different demands,
needs, habits; genericism of strategy
Learning Objective 1
• Market segmentation
– Grouping into clusters consumers who have
similar wants or needs to which an organization
can respond by tailoring one or more elements of
the marketing mix
– Ideal segment is as homogeneous as possible.
– Can be accomplished with any element of the
marketing mix
• Concentration strategies
• Multi-segment strategies
Learning Objective 1
• Market segmentation (cont.)
– Concentration strategies
•
•
•
•
Targeting one segment
Majority fallacy
Niche strategy: Target a very narrow segment.
Micromarketing: One-to-one marketing
Learning Objective 1
• Market segmentation (cont.)
– Multi-segment strategy
• Pursue several market segments with varying mixes.
• Product differentiation: Altering one or more elements
of the marketing mix
Learning Objective 1
• Market segmentation (cont.)
– Selecting market segments, criteria
•
•
•
•
•
•
•
•
Identifiable
Accessibility (promotion or distribution)
Members are inclined to buy product/service.
Able to buy
Profitable to serve
Desirability—image of organization
Consistency (with message)
Availability (brand loyal elsewhere?)
Learning Objective 2
• Bases for segmentation
– Sociodemographic
• Age, gender, ethnicity, income
– Geographic
– Psychographic
• Lifestyles, social class
Learning Objective 2
• Bases for segmentation (cont.)
– Usage
• Usage rates
– Heavy half consumer: 80/20 Pareto’s rule (“law of
maximum ophelimity”)
• Type of usage
– How it is used
• Brand loyalty
– Hard core loyal, split loyalist, switchers
• Benefit segmentation
Learning Objective 2
• Bases for segmentation (cont.)
– Cohort segmentation
• Group of people bound together in history by a
set of events
– Depression
– WWII
– Post-War
– Boomers I and II
– Generation X
– N-Gen (Gen Y)
– Millennials
Learning Objective 3
• Segmenting business markets
– Demographics
• Size of company, industry type (SIC code), customer
location
– Operating variables
• Technology, product use, customer capabilities
– Purchasing approaches
• Purchasing procedures, purchasing criteria
– Usage segmentation
Learning Objective 4
• The heuristics of segmentation
– Health care marketers are attempting to determine
if segmenting and tailoring offerings to a segment
is worth the time.
– Marketers want to affect the actual purchase,
which is the most accurate level of market
segmentation.
Conclusions
• Health care is acting more like traditional
businesses vis-à-vis market segmentation
strategies.
Summary
• In a mass marketing strategy, the marketing mix is
designed to appeal to the broadest market, while in a
market segmentation approach, the marketing mix is
designed to appeal to subgroups of consumers.
• In following a concentration strategy of targeting
only one segment, an organization should not focus
only on the largest segment, because competitive
intensity can render this segment the least profitable.
Summary (cont.)
• In selecting from multiple market segments, there are
several criteria to consider: Segments should be
identifiable, accessible, inclined to buy, able to buy,
profitable, desirable, consistent, and available.
• Markets can be segmented sociodemographically,
geographically, and psychographically by usage, and
recently by cohorts.
Summary (cont.)
• In usage segmentation, it is important to identify the
heavy half consumer who purchases a
disproportionate share of a product, or cho accounts
for a disproportionate amount of a service’s volume.
• The important aspect of cohort segmentation is to
realize that cohorts’ attitudes and value systems stay
with them even as they age. Thus a health care
organization must develop a strategy to respond to the
market.
Summary (cont.)
• Business markets can also be segmented by several
criteria. The federal government has developed the
SIC coding system, which is a common basis for
industrial segmentation.
• As corporations play an increasingly important role in
health care purchases, health care organizations may
need to segment them by purchase procedures or
purchase criteria.
Summary (cont.)
• There is a heuristic method to segmentation that
moves from purely descriptive measures
(demographics) to actual purchase (usage).
• The ultimate purpose of segmentation is to tailor an
organization’s marketing mix with the intent of
positively affecting consumer behavior. If
segmentation does not differentially affect this
purpose, there is little value to segmenting the market
on that particular criterion.
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