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4th sem Healthcare Winter 2013

MH0056 — Public Relations & Marketing for Healthcare Organizations





SUBJECT CODE & NAME MH0056 — Public Relations & Marketing for Healthcare Organizations
BK ID B1320
Credit and Max. Marks 4 credits; 60 marks


Note — Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.


1 What is marketing mix? Explain the four P’s of the marketing mix.

Answer : Marketing mix :


A planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the product’s customers, while generating optimum income. Sometimes the first P (Product) is substituted by presentation. See also marketing and mega marketing. The marketing mix is a business tool used in marketing and by marketing professionals. The term marketing mix was coined in an article written by Neil Borden called “The Concept of the Marketing Mix.”


Four P’s of marketing mix :




2 List the different methods of qualitative and quantitative research. Explain the unique features of each methodology.

Answer : Qualitative research is by definition exploratory, and it is used when we don’t know what to expect, to define the problem or develop an approach to the problem. It’s also used to go deeper into issues of interest and explore nuances related to the problem at hand. Common data collection methods used in qualitative research are focus groups, triads, dyads,  in-depth interviews, uninterrupted observation, bulletin boards, and




3 Elaborate the concept and significance of marketing healthcare.

Answer : Marketing of health-related products and services. Health care promoters are often nonprofits organizations or associations such as the National Cancer Institute or the American Heart Association, and their advertising message is typically produced and presented to consumers as a community service by agencies and the media. Health care marketing is carried out by large associations, hospitals, and clinics and is primarily focused on preventive medicine and good physical or mental health.

Modern healthcare services have improved a lot more than what they used to be just a few years back. Patients today are well educated and very





4 Explain market segmentation.


Answer : Market segmentation :


Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Market segments allow companies to create product differentiation strategies to target them.


Explanation :



5 Describe SWOT analysis.


Answer : Strategic planning demands realistic and objective assessment. At least twice each year, use the SWOT analysis to discover key internal and external issues and refresh the strategies and tactics of your marketing plan. Understanding where you are today is fundamental to achieving your future goals.


The well-known SWOT analysis appears disarmingly simple. But avoid the temptation do it quickly or casually. Taking this valuable analysis for granted would be downright unfortunate.


Thoughtfully listing the STRENGTHS, WEAKNESSES,




6 List and explain the factors that attract corporates to healthcare.


Answer : There are a vast number of types of corporate wellness programs. In general, corporate wellness programs encourage people to take steps to prevent the onset or worsening of a health condition or sickness and to adopt lifestyles that are healthier. Businesses may implement many types of corporate wellness programs, from onsite gyms to simple wellness newsletters. While some corporations have instituted very


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