Marketing Medical Services

This course is available only to board certified MDs and DOs

This course, presented in conjunction with the Alliance for Medical Management Education, provides the tools physicians need to build and defend their practice's competitive position in today's health care marketplace. The 4 ½ day residential class is held at the internationally recognized Cooper Aerobics Center in Dallas, Texas. Instruction is case based and highly interactive. Participants analyze real-life health care situations, debate alternatives and develop workable strategies and tactics.

For further information, please visit the Alliance for Medical Management Education Web site

Recent (2001) Agenda

 Topics

Articles and Cases
  
Day 1

Welcome and Introduction

Course Overview and Learning Objectives

The Evolution of Managed Care and the Emergence of Patient Choice

Marketing Medical Services

  • definition(s) of marketing

  • marketing services vs. physical goods

  • uniqueness of medical services

Medical Services from the Patient/Customer Perspective

  • patients vs. customers

  • understanding patient/customer needs and expectations

  • how patients/customers evaluate medical services

  • medical service blueprinting

  • Levitt, “Marketing Myopia,” Harvard Business Review, Sept.-Oct. 1975.

  •  A. Wyke, “Can Patients Drive the Future of Health Care?” Harvard Business Review, July, 1997.

  •  T. Mayer and R. Cates, “Service Excellence in Healthcare,” JAMA, October 6, 1999.

  •  Bohmer, “The Customers in Healthcare,” Harvard Business School, January 2001.

  •  Bitner, Booms and Mohr, “Critical Service Encounters: The Employee’s Viewpoint,” ….

  •  Mintzberg and Van der Heyden, “Organigraphs: Drawing How Companies Really Work,” …..

  •  Grove and Fisk, “Service Theatre: An Analytical Framework for Services Marketing,”  ….
Day 2

Best Practices in Customer Orientation

  • why customer orientation is important

  • how other industries focus on the customer

  • the central role of quality in a service industry

Understanding Medical Service Quality

  • measuring and managing patient satisfaction

  • healthcare report cards

  • patient satisfaction surveys

  • medical service guarantees

Managing Relationships and Building Patient Loyalty

 

  • Berry and Parasuraman, “Listening to the Customer: The Concept of a Service-Quality Information System,” ….

  •  Heskett et al., “Putting the Service-Profit Chain to Work,” Harvard Business Review, March-April 1994.

  •  J. Kenagy, D. Berwick and M. Shore, “Service Quality in Healthcare,”  JAMA, February 17,1999.

  •  W. Gormley, “Assessing Health Care Report Cards,” Journal of Public Administration Research and Theory, July, 1998.

  •  E. Teisberg and M. Porter, “Making Competition in Healthcare Work,” Harvard Business Review, July, 1994. 
Day 3

Development and Implementation of a Medical Marketing Strategy

market segmentation, targeting and positioning

components of a medical marketing plan

  • medical services offered

  • distribution channel(s)

  • patient communications

  • direct and indirect service costs

  • back-office productivity

  • staffing a customer oriented office

  • customer oriented office design

Medical Service Development and Management

  • evaluating an existing portfolio of medical services

  • restructuring a medical services portfolio

  • what patients will pay for

 

  • G. Shostack, “Service Positioning Through Structural Change,” Journal of Marketing, Jan. 1987.

  •  Normann and Ramirez, “From Value Chain to Value Constellation: Designing Interactive Strategy,”  Harvard Business Review, July-August 1993.

  •  L. Zeithaml, “Service Design and Positioning,” Chapter 10, …

  •  D. Iacobucci, “The Quality Improvement Customers Didn’t Want, “ Harvard Business Review, Jan.-Feb. 1996. 

 
Day 4

Practice and Service Branding

  • developing a value proposition

  • delivering the message

  • establishing a corporate identity

 Medical Service Promotion

  • marketing communications

  • the Internet in medical service marketing
  • Case Study: “Changing Corporate Identity: The Case of a Regional Hospital,” Harvard Business School, 1994.