REQUIRED READINGS
Chapter Nine: Product Strategy
Chapter Ten: Prices
From
Berkowitz, Eric N. Essentials of Health Care Marketing. Available from: VitalSource Bookshelf, (5th Edition). Jones & Bartlett Learning, 2021.
Additonal Readings:
Sturm, A., & Tiedemann, F. (2013). Developing a consumer pricing strategy: as consumers take on more cost responsibilities for their own health care, providers should adopt a more retail-oriented approach to positioning and pricing strategies to stay viable. Healthcare Financial Management, 67(5), 104-109.
PDF:
Sturn_2013.pdf Sturn_2013.pdf Alternative FormatsKemp, E., Jillapalli, R., & Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28(2), 126-137.
PDF:
Kemp_2014.pdf Kemp_2014.pdf Alternative Formats
Question One: Having recently graduated from an evening MBA program where you worked closely with a team of other MBA students throughout your program, you and two other graduates spent hours together and developed a wellness tracker app that you have pretested with consumers. It tracks a persons daily activities, can link them with video to a personal coach, provides regular updates on their fitness goals, and provides rewards to retailers in their area. You have also gotten init
ial interest from insurance companies as well as small and medium-sized employers as a possible way to link with their health plans to reduce cost if their employees participate. An initial program you have run in a pilot test is promising in early results. Now as you and your partners are considering going for more venture money, you also realize that to be successful a key issue to assess is how to enter the market and where you would be in the life cycle and what challenge that might present. Provide illustrations.
Question Two: Two medical organizations have recently examined their cost structures. The first group is a radiology practice with a significant investment in diagnostic-imaging equipment. The second group is a single-specialty pediatric practice. The cost analysis reveals the following distribution:
Explain the implications of these differing cost structures of each medical group in terms of contracting with managed care organizations.
REQUIREMENTS: (non-compliance will result in Zero credit)
Minimum TWO-page report. Arial 11, 1.15 line spacing, Word/PDF document.
Cite references in APA format.
Use appropriate terminology. Use content from required readings.
Provide clear illustrations
Inference is key. Do not copy/paste or simply repeat what is given.
Incomplete/sloppy work will not be graded.