Week 5

Question 1

Components of the Marketing Process

Answer 1

 Organizational assessment
 Environmental assessment
 Market analysis
 Marketing communications

Question 2

Things to evaluate for your target
populations:

Answer 2

• Population demographics (age, marital status, socioeconomic data, insurance status, etc.)
• Payer mix for particular catchment areas
• Targeted areas for expansion
• Organizational plans for future space and resource allocation

Question 3

Market Analysis

Answer 3

Validate perceptions of target populations:
* Data, information, and evidence from your organizational assessment and environmental assessment

Question 4

Seven P’s of mixed marketing:

Answer 4

• Product
• Price
• Place
• Promotion
• Physical evidence
• Packaging
• People

Question 5

Product

Answer 5

 Clearly define your product for everyone in:
* Development
* Delivery
* Marketing communications
 Know what you can and cannot deliver

Question 6

Price

Answer 6

 Value
 Associated costs:
* Time costs
* Emotional or psychological costs
* Physical costs
* Monetary costs

Question 7

Place

Answer 7

 Traditional clinic services: the client comes to your location.
 On-site: you go to the client’s location.
 Telehealth: client calls a phone service.

Question 8

Promotion

Answer 8

 Develop an external action plan:
1. Who is the target population?
2. Who are internal or external customers?
3. What are your consumers’ and customers’ goals?
4. Who will be involved in deciding where to go for services?
5. What is the most efficient and effective way to reach your consumers and customers?

Question 9

Physical Evidence

Answer 9

 Client testimonials
 Client satisfaction surveys

Question 10

Packaging

Answer 10

 First impressions
* Internal
‒ Telephone communication
‒ Waiting room
‒ Therapy area
* External
‒ Parking
‒ Travel distance

Question 11

People

Answer 11

 Do your employees understand your product and its place in the organization?
 Prepare employees to talk to others about your product(s).
 Define the distinct value of the occupational therapy or other services you are providing.

Question 12

Selecting Promotional Media

Answer 12

 Face-to-face meetings
 Brochures and direct mail
 Telephone solicitations
 Seminars
 TV/radio/print ads
 Website
 Social media