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PT Admin > Lecture 5: Marketing and PR > Flashcards

Lecture 5: Marketing and PR Flashcards

1
Q

Marketing and PR: Meeting the needs of the consumer during the exchange of ______ for _______

A

Services

Money

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2
Q

Heatlh Care marketplace: Historically, little ______ for patients
Advertising one’s services considered ___________

A

Competition

Unprofessional

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3
Q

_______ is a new phenomenon in health care

A

Marketing

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4
Q

Factors affecting the patient population:

In the 1980’s, __ ______ census declined
Alternative practitioners _______
Alternative practitioners had _____ _____

A

In patient

Increased

Direct access

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5
Q

Marketing is a process that integrates the following: (5 things)

A 
Selling
Advertising
Market research
New product development
Customer service
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6
Q

Goal of marketing:

To enhance patient _________

A

Satisfaction

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7
Q 
Goal of marketing:
Services delivered must be:
\_\_\_\_\_ effective
\_\_\_\_\_\_\_\_\_
Desirable to the \_\_\_\_\_\_\_ they are designed to reach
A

Cost

Competitive

Population

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8
Q

Exchange process:
The PT provides ________ to consumers
The PT interacts with a variety of resources for _______ of services: In this case the PT is the _______

A

Services

Exchange

Consumer

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9
Q

Exchange process: When the PT is the consumer, what does this involve?

A

Labor market for employees
Vendors for equipment
Financial for money

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10
Q

Marketing is the __________ of every member of the organization

A

Responsibility

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11
Q

Marketing responsibility: Have to be _______ to the organization

A

Committed

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12
Q

Marketing responsibility: Understand the ______ and ______ of the organization

A

Mission

Objectives

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13
Q

Market Oriented PT:

When the PT practice is oriented to the ______ of the patient, it is considered to be a market oriented practice

A

NEEDS

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14
Q

Market Oriented PT: Attention to special needs of the consumers, including (3)

A

Hours
Physical space
Services

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15
Q

Market Response: How ______ an organization can respond to the needs of the market place depends on _____ and ______ factors

A

Rapidly

Internal and external

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16
Q

Market Response: Internal factors include:

A

Lack of resources, skill, or desire

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17
Q

Market Response: External factors include:

A

From competitors

From the interested public

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18
Q

What are some examples of business constraints from outside sources?

A 
Government
Community
The Media
Financial institutions
Professional organizations
Independent regulatory agencies
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19
Q

Constraints: The government permits what you _______, there are ______ laws.

Have to have a ______ to be a PT

A

Build
Zoning

License

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20
Q

Constraints: Community:

Certain that are ___ _________ in community

A

NOT ALLOWED

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21
Q

Constraints: The Media: Always opportunity for media to ______ positively/negatively what you do

A

Highlight

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22
Q

Constraints:
Financial institutions:
Constraints on who can get a _____, at what _____ _______ what needs to be demonstrated to get one

A

Loan

Interest rate

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23
Q

Constraints: Professional organizations:

Include what?

A

Behavior

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24
Q

Constraints: Independent regulatory agencies include what?

A

Licensing boards

Accrediting bodies

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25
Q

The strategic marketing process:
The market oriented concept of marketing:

The potential market can be divided based on their ________ _____

A

Particular needs

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26
Q

The strategic marketing process:
The market oriented concept of marketing:

Potential buyers will respond favorably to the _____ or _______ that comes closest to meeting their specific needs and wants

A

Product

Service

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27
Q

The strategic marketing process:
The market oriented concept of marketing:

Adopting an effective marketing plan that will help the organization _____ and _____ their customers

A

Attract and retain

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28
Q

The strategic marketing process includes what 6 things?

A 
Market analysis
Select target market
Marketing strategy
Implement plan
Monitoring
Appraisal
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29
Q

Foundation of strategic marketing process is the:

A

Strategic business plan

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30
Q

The process of _________ and _______ are intertwined.

A

Strategic planning

Marketing

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31
Q

What does a SWOT analysis stand for?

A

Strengths
Weaknesses
Opportunities
Threats

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32
Q

What are the 4 types of market analysis?

A
  1. Analyses of the environment
  2. Market characteristics and customer behavior
  3. Market segmentation
  4. Demand measurement and forecasting
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33
Q

Environmental analysis:

What are the trends, opportunities, and threats facing the organization now and in future?

You want to look at these 6 things

A 
Demographics
Economics
Natural environment
Technology
Legislative environment
Cultural environment
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34
Q

Market Characteristic Analysis:
Insight into the market:

Who are the _____ and _____ buyers?
What _____ and _____ do consumers buy?
Circumstances under which they will _____
Who is involved in the ________ of service
What ________ the market
Where and how does exchange of ________ occur

A 
Present and future
Products and services
Buy
Exchange
Motivates
Services
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35
Q

Examples of parties involved

A

Insurance company
Parent
Physician
Child

36
Q

What parties are looking for:

Insurance company:

A

Cost effective services

37
Q

What parties are looking for:

Parent:

A

Looking for convenience

38
Q

What parties are looking for:

Physician:

A

Control over care, feedback

39
Q

What parties are looking for:

Child:

A

Happy with service

40
Q

Market segmentation:

A PT practice cannot be ____ things to _____ people

41
Q

Market segmentation:

Choose the market segment you can serve effectively, examples?

A

Geriatrics
Pediatrics
Orthopedics
Neuro

42
Q

Demand measurement forecasting:

Analyze \_\_\_\_ experience
\_\_\_\_\_\_ patients, past and current
Ask \_\_\_\_\_\_ in PT for their input
Demographic information including:
\_\_\_\_\_\_\_ \_\_\_\_\_\_ and \_\_\_\_\_\_\_ in the area
\_\_\_\_\_\_ trends
A 
Past
Survey
Expert
Home buyer, construction
Environmental
43
Q

Marketing strategy:

Methods chosen to address the ____ of the chosen population

44
Q

Marketing strategy: Developing ____ _____ is a goal

A

Market share

45
Q

Marketing strategy: Gaining a _______ edge is a goal

A

Competitive

46
Q

Marketing strategy: Meeting the ______ of the _______ is a primary goal

A

Needs

Consumer

47
Q

Marketing strategy: Differentiate between what the organization can ______ and what it cannot _______

A

Control

Control

48
Q

The demands for services includes what 8 types of demand?

A 
Negative
Lack of
Latent
Faltering
Irregular
Full
Overfull
Unwholesome
49
Q

What is negative demand?

A

Market has an AVERSION to the product of service

A group of couch potatoes approached to join a fitness program

50
Q

What is lack of demand?

_______ should create demand

51
Q

Lack of demand:

There is a lack of demand if:
Product has __ _______ ______
No _____ to a particular group of consumers
Product is ___________

A

No known value
Value
Unfamiliar

52
Q

Lack of demand:

An osteoporosis prevention program may be of little interest to _______ _______ adults

A

Healthy, young

53
Q

What is latent demand?

A

STRONG demand, but the service is NOT currently available

54
Q

Latent demand: When the service is available, the latent demand must be _______ with the new service …. make people ______ it is available

A

Matched

Aware

55
Q

What is faltering demand?

A

Demand for an existing service is on the DECLINE

56
Q

Faltering demand:

There are more _______ services that are available that are less ______, more _______, more _______

A

Attractive

Costly, convenient, attractive

57
Q

What is full demand?

A

Maintain the level of demand with full utilization of personnel and resources

58
Q

With full demand, demand for services is_______ there

59
Q

What is overfull demand?

A

Demand for services EXCEEDS the ability of the organization to supply it.

60
Q

Overfull demand:

_____ waiting periods to start PT are an example of this

_______ in treatment in the hospital

A

Long

Delays

61
Q

What is unwholesome demand?

A

A level of demand that is detrimental to the organization and/or patient

62
Q

Unwholesome demand: Excessive demand for the PT may result in not producing a _______ outcome

A

Beneficial

63
Q

What are the 4 P’s of the marketing mix?

A

Product
Place
Price
Promotion

64
Q

Product: What are examples of the features?

A

Types of services

Staff skill

Specialization

Availability of service

Physical environment

Technology

Customer service

65
Q

Place:

_________ where PT is offered
_______ of the case load dictates much about the ______ space
Physical space may attract a ______ type of patient

A

Location
Nature, physical
Certain

66
Q

Price: How ________ and how ________ a practice will be relates to the price for services and how the practice is organized ____________

A

Marketable
Profitable

Financially

67
Q

Promotion: includes what 4 things?

A

Advertising
Personal selling
Sales promotion
Publicity

68
Q

What are the 5 R’s of measuring advertising effectiveness?

A 
Reach
Repetition
Reading
Recognition
Recall
69
Q

What are the 5 R’s of measuring advertising effectiveness?

Reach includes what _____ ________ are reached

A

Target populations

70
Q

What are the 5 R’s of measuring advertising effectiveness?

Repetition should occur more than ____ time, _____ recognition

71
Q

What are the 5 R’s of measuring advertising effectiveness?

Reading:

Number of people who _____ your material, not just ____ it

72
Q

What are the 5 R’s of measuring advertising effectiveness?

Recognition: Number of people who ________ your message

73
Q

What are the 5 R’s of measuring advertising effectiveness?

Recall:

Number of people who can ______ being exposed to the advertising message

74
Q

How much to spend on advertising?

Can be ______% of budget

Expenditures should be modified and monitored for ______ ____ ___________

A

1-2%

Return on Investment

75
Q

Trends in PT marketing:

Market ____________
Market _______
Innovative Marketing ___________
_______ and __________ service

A

Segmentation
Research
Communications
Quality and customer

76
Q

Public relations program:

Parts of a Public Relations Program: 3 things

A

Advertising

Publicity

Program visibility

77
Q

What is public relations??

The developing and maintaining of a ________ ______ _______ between ________ and their _______,_______, and ______

A

Favorable public image

Public, suppliers and staff

78
Q

Public relations: A very important component of _______ ________

A

Professional practice

79
Q

How can be get the word out?

A 
Advertising
Cost
Control over what is said
Less credibility
Publicity
No cost
No or little control over what is said
Greater credibility
80
Q

Publicity: Has greater _________ than advertising

A

Believability

81
Q

What are some examples of publicity?

A 
Writing articles
Interview on radio, tv
Newspaper coverage
Magazine articles
Speaking before community groups
82
Q

Speaker’s Bureau:

Volunteers to speak to:

Patient \_\_\_\_\_\_\_\_\_ \_\_\_\_\_\_
Hospital \_\_\_ \_\_\_\_\_\_\_\_\_\_ program
\_\_\_\_\_\_ programs
\_\_\_\_ and \_\_\_\_ scouts
\_\_\_\_\_\_ days
A 
Support groups
In service
Civic
Girl and boy
Career
83
Q

Public relations is an ________

A

Investment

84
Q

PR: The image you project:

Are you __________?
Think about ____ and ____

Do you have a _______ effect?

Is publicity _______?

A

Memorable

Logo and colors

Cumulative

Positive

85
Q

Use satisfaction surveys to find out …..

A

How your practice RANKS among:

Patients
Referring sources
Other professionals

86
Q

The value of a good name:

Name ______
Name is figured into the _______ of the practice
There is a value to associating with the _____

A

Recognition

Valuation

Name

PT Admin (12 decks)

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