Exam 9: Product Strategy

A hospital has a comprehensive cancer center that has surgery, interventional radiology, counseling, gynecological surgery, breast reconstructive surgery, and many other related aspects pertaining to the treatment of adult cancer. This would be referred to as its product line.

Individuals who are more socially connected are more likely to adopt innovations.

Which of the following is not a factor affecting adoption?

A hospital owns clinics, a freestanding laboratory, a surgical center, and an ambulance company. All of these are under one name of the health system. This hospital follows a multiproduct branding strategy.

When a multispecialty group that has primary care satellites establishes a telemedicine division that provides primary care access, there is a risk of cannibalization.

A medical group and a hospital have decided to partner in a health promotion program in the community. They market this program with both organizations' names prominently mentioned in all materials. This is an example of co-branding.

Adoption increases when the group of people considering the new technology is more similar. This is referred to as the dimension of:

Off-label use of a pharmaceutical product is an example of:

A hospital has decided to acquire practices throughout its primary and secondary service area. As it acquires each practice, it allows each group to retain the name of the group. However, under the practice's name, it places the name of the health system. This is an example of:

Early adopters are those who are willing to endure technical difficulties in order to gain a competitive advantage in terms of the diffusion of innovation curve.

The time when a person adopts a new product or technology is the concept behind the diffusion of innovation.

In health care, a major factor that affects life cycles is:

A multispecialty clinic has established a surgical center, a rehab group, and a durable medical equipment company. All of these entities are under the name of the multispecialty practice. This branding strategy would be considered:

A hospital has decided to add more services to its health and wellness program. In this case it has undertaken a market modification program.

The major advantage of the product life cycle concept is that there is a standard life cycle by which all strategies can be formulated and developed.

Cannibalization refers to a situation when:

Two components of risk affect adoption: financial risk and organizational risk.

In an undifferentiated positioning approach, a service is positioned to appeal to the broadest possible market.

Google glasses for surgical use are most likely a case of a fad product.

The major disadvantage of a skimming strategy is that it: