Healthcare Marketing Online Exam
Instructions:-
Question 1:
Discuss the seven sins of customer service explaining what each means in healthcare. Give a specific example of each in healthcare. Elaborate on what the service provider would be doing and how they would be acting.
Question 2:
Study Table 7-1 on page 233 of the text. Identify a specific example of a service or product in healthcare in which a transactional marketing approach is used (or has been) and write a paragraph addressing the six criteria listed in the table with regard to how this service or product is marketed. Now identify a specific example of a service or product in healthcare in which a relationship marketing approach is used (or has been) and write a paragraph addressing the six criteria listed in the table with regard to how this service or product is marketed.
Solution
Healthcare Marketing Online Exam
Question One
Seven Deadly Sins of Customer Service
In the healthcare setting, the healthcare organization are customer responsive; they should respond to what the patient needs. According to Karl Albrecht, the seven sins of customer service entails “apathy, the brush-off, coldness, condescension, robotics, the rule-book, and run-around”(Berkowitz, 2016). First, apathy in health marketing refers to a phenomenon where customers compliant and issues are critical to them and important to the healthcare organization. As such, organization must avoid neglection of customer’s complaints to hinder customers from being upset.
Second, the brush-off relates to reception behavioral patterns in the healthcare organization. Healthcare professionals must avoid attending to personal issues while at work, leaving clients unattended, they should always be there. Third, coldness relates to both apathy and the brush-off, as such, it entails total neglection of a legitimate complaint from the client. Therefore, they healthcare professional must set front-liners and attend to each client wholly to his/her satisfaction.
On the other hand, there is a customer sin referred to as condescension where individuals use inappropriate language or acronyms and jargons irrelevant to the customer at hand. As such, should avoid use of these inappropriate languages and foster understandable language to the client. Hence, healthcare professionals need to be culturally diverse. Robotism, as the name suggests relates to use of coded questioning. In healthcare, practitioners must be able to communicate and establish a relationship with the client for better therapeutic process. More so, another deadly sin that characterizes customer satisfaction is the use rule books.
Rule books depicts strict adherence to
rules of the organization that leads to depiction of uncaring and cold attitude
towards clients in the healthcare setting. As such, healthcare professionals
must be able to understand emotional situations which calls for thoughtfulness
that can reveal the caring nature. Lastly, runaround
relates to giving customers a runaround as they suggest on the “common”
procedures within the facility such as making calls or visiting a website,
these techniques creates boredom and tarnishing of a given healthcare
organization. Therefore, healthcare professionals have to attend to the actual
needs of the patient through guiding them on the correct way to receive
services.
Question Two
Part A: Transactional Marketing Approach
Product/Services: Pharmaceutical Products
Transaction marketing approach is in healthcare organization is geared towards the production process the service and the product that an organization offers in the healthcare industry. A good example of product that shows transactional marketing approach are pharmaceutical products. In relation to the six-part criterion, the major goal of a pharmaceutical is to sell their drugs in bulk. The firm does not have much contact with the client and they primarily focus on product’s elements, for example generic and non-generic products. The customer responsive pattern for pharmaceutical products is minimal as there are less cases of customers returning drugs, if they are of low quality, customers tend to be tired going back to the pharmacy. The focus is on the manufacturer rather than the distributor of the drugs. Furthermore, time of interaction between a pharmaceutical company is for a short term.
Part B: Relationship Marketing Approach
Product/Service: Total Knee Replacement Surgery Service
In
relationship marketing approach, the focus is on quality delivery. A good
example of a service that exhibit relationship marketing can be Surgical Total
Knee replacement services. Per the six criteria, this type of service is one
that entails an ongoing process as it has the pre-operative, intra operative,
and post-operative stages. While offering surgery, the physician will have interacted
more with patients and recommend them so before and after TKR. In this service,
the major goal is based on delivering the best surgery for the client or
patient at hand. The major goal of a firm that offers surgical services have
responsive clients as health is a matter of life and death. Surgery firms focus
on the entire staff through the education and training of practitioner on the
use of certain machine’s and services to the client. Last, services offered by
surgery are long-term.
Reference
Berkowitz, E. N. (2016). Essentials of health care marketing. Retrieved from https://books.google.co.ke/books?id=rYWkDAAAQBAJ&dq=Relationship marketing focus table 7-1&source=gbs_similarbooks
