Podcast
Questions and Answers
Which method is primarily considered the most successful form of marketing according to the content?
Which method is primarily considered the most successful form of marketing according to the content?
What percentage of patients have no HSHS Primary Care Provider (PCP) following a virtual visit?
What percentage of patients have no HSHS Primary Care Provider (PCP) following a virtual visit?
What significant challenge is mentioned in relation to the marketing of HSHS services?
What significant challenge is mentioned in relation to the marketing of HSHS services?
What is one of the key benefits of offering virtual visits in Priority Care?
What is one of the key benefits of offering virtual visits in Priority Care?
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According to the content, the overall effectiveness of marketing is viewed from which perspective?
According to the content, the overall effectiveness of marketing is viewed from which perspective?
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What is one of the key learning objectives of the Medical Practice Management course?
What is one of the key learning objectives of the Medical Practice Management course?
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Which of the following is included in the schedule for the Pre-clerkship Elective?
Which of the following is included in the schedule for the Pre-clerkship Elective?
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What concept related to healthcare is emphasized during the sessions on Health Economics?
What concept related to healthcare is emphasized during the sessions on Health Economics?
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Which aspect of telemedicine is highlighted in the Learning Objectives?
Which aspect of telemedicine is highlighted in the Learning Objectives?
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In the marketing analysis of a health system, what is one of the components mentioned?
In the marketing analysis of a health system, what is one of the components mentioned?
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What is one of the primary goals of the marketing plan?
What is one of the primary goals of the marketing plan?
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Which demographic group is specifically mentioned as a target in the population description?
Which demographic group is specifically mentioned as a target in the population description?
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What significant trend is affecting the way medical services are received?
What significant trend is affecting the way medical services are received?
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Which of the following is NOT a strength of the HSHS Medical Group's practice?
Which of the following is NOT a strength of the HSHS Medical Group's practice?
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How does HSHS Medical Group aim to differentiate itself in the market?
How does HSHS Medical Group aim to differentiate itself in the market?
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What is the cost per visit for services offered by HSHS Medical Group?
What is the cost per visit for services offered by HSHS Medical Group?
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Which consumer preference was ranked highest according to the HSHS survey?
Which consumer preference was ranked highest according to the HSHS survey?
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What type of visits does HSHS Medical Group offer when wait times are long?
What type of visits does HSHS Medical Group offer when wait times are long?
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What is a key characteristic of interactive audio-video telemedicine?
What is a key characteristic of interactive audio-video telemedicine?
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What does the store-and-forward modality primarily involve?
What does the store-and-forward modality primarily involve?
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What is an example of mobile health (mHealth)?
What is an example of mobile health (mHealth)?
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Which telemedicine approach is applied by the Southwest pediatrics health system?
Which telemedicine approach is applied by the Southwest pediatrics health system?
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What benefit does tele-neurology provide in rural health systems?
What benefit does tele-neurology provide in rural health systems?
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Which of the following is NOT a component of the marketing mix discussed in the context of HSHS Medical Group’s marketing plan?
Which of the following is NOT a component of the marketing mix discussed in the context of HSHS Medical Group’s marketing plan?
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How does remote patient monitoring contribute to healthcare?
How does remote patient monitoring contribute to healthcare?
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In the context of marketing analysis for HSHS Medical Group, which strategy should be used to evaluate the market?
In the context of marketing analysis for HSHS Medical Group, which strategy should be used to evaluate the market?
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Study Notes
Medical Practice Management Elective
- Begins January 16th at noon
- CRN 30887
- Topics include Financial Management, Facilities Design, Human Resource Management, and Risk and Compliance Management
- Schedule includes 4 lunchtime meetings (noon-1pm) and 4 afternoon/early evening meetings, January-March
- Further details and a tentative schedule accessible on COMLS Pre-clerkship Website
Business of Medicine Overview
- Healthcare Delivery
- Healthcare Marketing (January 6 and 9)
- Health Economics
- Healthcare Value: Patient Perspective (January 27)
- Value-Based Payment (February 3)
- Health Law
- Health Law Overview (February 27)
Healthcare Marketing, Part 2
- Principles of Clinical Medicine
- January 9, 2025
Learning Objectives
- Students should be able to define "marketing"
- Describe the development of a medical practice marketing plan
- Describe modern uses of telemedicine, including direct-to-consumer virtual care
- Analyze a health system's medical practice marketing plan methodology
Agenda
- Review
- Marketing Principles
- Telemedicine Basics
- HSHS Medical Group Marketing Plan - Analyze
- Market Research
- Marketing Mix - The 4 Ps of Marketing
- Questions/Comments
Marketing Definition
- Major functional subsystem of healthcare professional practice
- Match practice capabilities with patient needs and wants
Marketing (Continued)
- Marketing is the whole business viewed from the customer's point of view, according to Peter Drucker
- Needs → Services → Communication = Differentiate in Market
Telemedicine
- What it is and how it may affect you
- Telemedicine and telehealth are not synonymous
- Telemedicine services lower barriers to care (study has shown average savings of 145 miles and 142 minutes)
- Key telemedicine modalities primarily used by HSHS Anytime Care are interactive audio-video and store-and-forward.
- Videoconferencing in real-time for diagnoses and treatment
- Stored medical information for remote diagnosis
- Remote patient monitoring transmits data from in-home monitoring to healthcare professionals in real-time for health analysis
- Mobile health (mHealth) uses mobile devices/apps to manage and track health conditions/lifestyle trends
- Innovative telehealth approaches include Southwest pediatrics home health integration program and tele-neurology in rural areas
- U of Cincinnati researchers are developing telehealth drones for delivery of medical equipment and medication
Healthcare Marketing Plan (HSHS Medical Group Anytime Care)
- Goal: develop new long-term patient-HSHS PCP relationships, enter care continuum, convert unaffiliated patients, extend brand reach, and differentiate the organization in the market.
Description of Population
- Segmentation includes messages for general public patients, HSHS employees as referrals, employers (employee benefits), PCPs (affiliated or potential), & parents with young children.
Environmental Trends – Global
- Consumerism prioritizes cost- and convenience-focused care; 75% of consumers are interested in receiving virtual care.
- Reimbursement changes prioritize fee-for-value models over fee-for-service; high-deductible health plans (HDHPs) are prevalent.
Environmental Trends – Demographics
- HDHP penetration is double the national average
- 44% of patients are "first dollar" customers
- HSHS "Priority Care" UCare Clinics conducted a survey that identified top consumer preferences, focusing on low cost, short travel time, and early appointments
Environmental Trends – Competitor Analysis
- HSHS PCPs, urgent care, and ED are competitors
- Non-HSHS PCPs/providers are also competitors
Environmental Trends – Practice Strengths and Weaknesses
- Strengths include branding, 24/7 availability, board-certified providers, aims for 12 minute wait/20 minute visit for patients, offers virtual visits when wait times are long, quality guidelines and $29/visit pricing.
- Weaknesses are identified as potential revenue considerations as well as risks of HIPAA issues.
Marketing Mix (4Ps)
- Product
- Quality virtual/urgent/primary care; evidence-based guidelines; antibiotic prescription rates lower by 25% than national average; friendly and supportive manner; patient education
- Place
- Virtual house calls; direct-to-consumer, on-demand, 24/7 virtual care—right time, right place; 68% of visits completed virtually; 63% of visits outside urgent care hours
- Price
- $29/visit
- Promotion
- Consumer-focused branding (brand extension); digital and traditional advertising; search engine optimization
Direct Personal Promotion
- Virtual visits offered when wait times are long at Priority Care
- HSHS follow-up post virtual visit—including phone calls, invitation to continued care, and appointment scheduling
- Convert unaffiliated patients (10–12% made/kept appointments with HSHS PCP)
- Health fairs
- Access for patients to PCP practices
Indirect Personal Promotion
- Word-of-mouth referrals (high rate of referrals; repeat visits by family/friends)
Impersonal Promotion
- Advertising (traditional and digital), direct mail, search engine optimization
Negatives Considerations
- Cookbook medicine (rigorous adherence to guidelines); monitoring protocol concerns
- Revenue calculation (3 visits/hour, $29/visit, PCP wages, infrastructure); loss leader for patient acquisition/relationship concerns
- Relationships & patient concerns
- HIPAA issues/privacy and security concerns
HSHS Medical Group Anytime Care
- Additional Comments
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Description
This quiz covers essential topics in Medical Practice Management, including financial management, facilities design, human resource management, and risk and compliance management. Designed for students enrolled in the course beginning January 16, it will enhance your understanding of the business aspects of healthcare. Prepare to engage with key concepts vital for managing a healthcare practice effectively.
