Medical Practice Management Elective
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Questions and Answers

Which method is primarily considered the most successful form of marketing according to the content?

  • Traditional advertising only
  • Impersonal marketing techniques
  • Indirect personal marketing
  • Direct personal marketing (correct)

What percentage of patients have no HSHS Primary Care Provider (PCP) following a virtual visit?

  • 90%
  • 75%
  • 83% (correct)
  • 70%

What significant challenge is mentioned in relation to the marketing of HSHS services?

  • High competition from other hospitals
  • Insufficient health care staffing
  • Ineffective digital marketing strategies
  • Cookbook medicine and practice guidelines (correct)

What is one of the key benefits of offering virtual visits in Priority Care?

<p>It improves patient conversion to HSHS services by reducing wait times. (A)</p> Signup and view all the answers

According to the content, the overall effectiveness of marketing is viewed from which perspective?

<p>The final result from the customer’s perspective (C)</p> Signup and view all the answers

What is one of the key learning objectives of the Medical Practice Management course?

<p>Describe the development of a medical practice marketing plan (B)</p> Signup and view all the answers

Which of the following is included in the schedule for the Pre-clerkship Elective?

<p>Four lunchtime meetings (C)</p> Signup and view all the answers

What concept related to healthcare is emphasized during the sessions on Health Economics?

<p>Value-Based Payment (C)</p> Signup and view all the answers

Which aspect of telemedicine is highlighted in the Learning Objectives?

<p>Direct-to-consumer virtual care (C)</p> Signup and view all the answers

In the marketing analysis of a health system, what is one of the components mentioned?

<p>The 4 Ps of Marketing (D)</p> Signup and view all the answers

What is one of the primary goals of the marketing plan?

<p>Convert unaffiliated patients to the health system (C)</p> Signup and view all the answers

Which demographic group is specifically mentioned as a target in the population description?

<p>Parents with young kids (B)</p> Signup and view all the answers

What significant trend is affecting the way medical services are received?

<p>Rise in consumerism focusing on cost and convenience (D)</p> Signup and view all the answers

Which of the following is NOT a strength of the HSHS Medical Group's practice?

<p>High insurance premiums (B)</p> Signup and view all the answers

How does HSHS Medical Group aim to differentiate itself in the market?

<p>By using a marketing mix of product, place, price, and promotion (C)</p> Signup and view all the answers

What is the cost per visit for services offered by HSHS Medical Group?

<p>$29 (B)</p> Signup and view all the answers

Which consumer preference was ranked highest according to the HSHS survey?

<p>Lowest cost to me (D)</p> Signup and view all the answers

What type of visits does HSHS Medical Group offer when wait times are long?

<p>Virtual visits (D)</p> Signup and view all the answers

What is a key characteristic of interactive audio-video telemedicine?

<p>It requires real-time videoconferencing. (C)</p> Signup and view all the answers

What does the store-and-forward modality primarily involve?

<p>Sending stored medical information for diagnostics. (C)</p> Signup and view all the answers

What is an example of mobile health (mHealth)?

<p>Monitoring physical activity with wearable devices. (B)</p> Signup and view all the answers

Which telemedicine approach is applied by the Southwest pediatrics health system?

<p>Integrating gaming and AI for physical therapy. (D)</p> Signup and view all the answers

What benefit does tele-neurology provide in rural health systems?

<p>It allows for on-site diagnosis rather than costly transfers. (C)</p> Signup and view all the answers

Which of the following is NOT a component of the marketing mix discussed in the context of HSHS Medical Group’s marketing plan?

<p>Promotion Strategy (C)</p> Signup and view all the answers

How does remote patient monitoring contribute to healthcare?

<p>It provides real-time data for analysis and follow-up care. (B)</p> Signup and view all the answers

In the context of marketing analysis for HSHS Medical Group, which strategy should be used to evaluate the market?

<p>Applying the Healthcare Marketing Outline. (C)</p> Signup and view all the answers

Flashcards

What is the goal of marketing in a medical practice?

Marketing aims to align a medical practice's services with the specific needs and desires of patients.

What does a medical practice marketing plan include?

A medical practice marketing plan outlines strategies to reach and engage potential patients. It includes market research, target audiences, and specific actions.

What is direct-to-consumer virtual care?

Telemedicine is the use of technology to provide healthcare services remotely. Direct-to-consumer virtual care allows patients to access services directly without a referral.

What does a health system's medical practice marketing plan involve?

A health system's medical practice marketing plan analyzes the market, identifies target audiences, and develops strategies to reach them. It considers factors like location, demographics, and patient needs.

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What are the 4 Ps of Marketing?

The 4 Ps of Marketing are Product (Services), Price, Place (Availability), and Promotion. These elements are critical for a successful marketing plan.

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Brand Extension

The practice of using existing brand recognition to launch new products or services.

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Digital and Traditional Advertising

Using digital platforms, like websites and social media, and traditional media, like print and television, to reach potential patients.

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Virtual Visits for Reduced Wait Times

Offering virtual visits as an alternative when wait times at a traditional clinic are long.

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Direct Personal Marketing

A marketing approach that focuses on building relationships with patients through personalized interactions.

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Telemedicine

The use of technology to provide healthcare services remotely, like virtual visits and teleconsultations.

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Interactive Audio-Video Telemedicine

Real-time video conferencing with a healthcare provider for diagnoses and treatment options.

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Store-and-Forward Telemedicine

Medical information, like images or clinical data, sent electronically for remote diagnosis and treatment recommendations.

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Remote Patient Monitoring

Remote patient monitoring uses in-home devices to track health data, which is transmitted to healthcare professionals for analysis and follow-up.

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Mobile Health (mHealth)

The use of mobile devices, like smartphones or wearables, to manage personal health conditions or track lifestyle trends.

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Marketing from the Customer’s Point of View

A marketing strategy focused on satisfying customer needs by understanding their desires and delivering effective solutions.

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Differentiation in the Market

A strategic decision where the marketer chooses to focus on unique features or benefits that differentiate their product or service from competitors.

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Marketing Mix

The combination of marketing strategies used to connect with and influence potential customers.

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Market Segmentation

A specific group of people within a market who share similar characteristics, needs, and wants. For example, HSHS Medical Group could target parents with young children as a distinct segment.

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Consumerism in Healthcare

The ability to provide medical services that align with a patient's budget and lifestyle, considering factors like cost and convenience.

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Changing Reimbursement Systems

A shift in how healthcare is paid for, moving from a fee-for-service model (paying for each individual service) to a value-based model (paying based on the quality of care and overall outcomes). This also includes the increasing popularity of high-deductible health plans.

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Marketing Mix (4 Ps)

The combination of product, price, place, and promotion strategies to create a compelling offering in the market.

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Product (HSHS Medical Group)

The overall quality of virtual, urgent, and primary care services offered by HSHS Medical Group, including adherence to evidence-based guidelines and lower antibiotic prescribing.

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Place (HSHS Medical Group)

The channels through which HSHS Medical Group delivers its services, including virtual visits, urgent care clinics, and primary care practices.

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Price (HSHS Medical Group)

The cost of a visit with HSHS Medical Group, which is $29 per visit, regardless of the type of service (virtual, urgent, or primary care).

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Promotion (HSHS Medical Group)

The strategies used by HSHS Medical Group to promote its services and attract patients, including advertising, public relations, and patient education. This includes highlighting the convenience and accessibility of virtual care and emphasizing the quality of care provided.

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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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Related Documents

Healthcare Marketing - PowerPoint (January 9, 2025) PDF

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.

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