Deck 27: Marketing

Question 1

A patient calls into the customer service department to complain about the long wait times she experienced in the emergency department. She feels that her charges were excessive compared with the time that it took to receive attention. What is the primary focus of her complaint?

A) Product
B) Place
C) Price
D) Promotion

Answer 1

Price

Question 2

Which model of patient care is based on a strong philosophy of patient-centeredness?

A) TJC
B) Thomson Reuters
C) Beacon
D) Planetree

Answer 2

Planetree

Question 3

Target audiences for health care organizations are:

A) nurses and physicians.
B) clients, physicians, payer, and employees.
C) regulatory agencies such as The Joint Commission (TJC) and the Centers for Medicare & Medicaid Services (CMS).
D) insurance companies.

Answer 3

clients, physicians, payer, and employees.

Question 4

Which of the following phrases best describes the focus of health care marketing?

A) Delivery of high-quality patient care
B) Pursuing a high level of patient satisfaction
C) Recruitment and retention of nurses
D) Creating and delivering superior customer value

Question 5

Nursing leaders and managers participate in marketing by promoting the value nursing brings to the organization. This level of market planning is:

A) corporate strategic planning.
B) strategic marketing.
C) strategic service.
D) marketing management.

Question 6

The process of obtaining and analyzing data, which will be used to refine strategic or operational plans, is known as market:

A) exchange.
B) mix.
C) research.
D) study.

Question 7

Marketing mix from a seller's point of view includes:

A) client service, charges, comfort, and connecting.
B) customer solution, cost, convenience, and communication.
C) patient, physicians, perfection, and publicity.
D) product, price, place, and promotion.

Question 8

A patient with pulmonary fibrosis is visiting a large metropolitan institution for treatment of her disease. An employee with a wheelchair and tank of oxygen greets her at the door and gives her instructions on how to find the pulmonology clinic. This is an example of:

A) client courtesy.
B) patient-centeredness.
C) patient advocacy.
D) strategic service.

Question 9

Nurses and other health care professionals tend to gravitate toward hospitals that showcase the positive aspects of the hospital to differentiate themselves from their competitors. Some of the most enticing marketing plans include showcasing:

A) competitive hourly reimbursement for services.
B) profitability margins and payer ratios.
C) receipt of nationally recognized awards.
D) vacation and holiday benefits.

Question 10

How is the business of health care different from the practice of health care? (Select all that apply.)

A) The practice of health care is an exchange relationship.
B) The business of health care is transactional.
C) The business of health care is based on mutual caring and support.
D) The practice of health care is based on trade for mutual benefit.
E) The practice of health care is like a communal relationship.

Question 11

The presence of _____ on the hospital's website will promote nursing to current staff and prospective new hires.

A) distinctions
B) nursing
C) physicians
D) services

Question 12

A hospital organizational culture that assumes customer needs and wants should determine the quality, price, and availability of a product. This type of orientation is:

A) product.
B) selling.
C) marketing.
D) holistic.

Question 13

What value propositions are important to offer when nurse leaders market to increase nursing retention and recruitment? (Select all that apply.)

A) Competitive salary
B) Efficient work flow
C) Uniform allowances
D) Professional development opportunities
E) Flexible work hours

Question 14

What unique challenges in the health care setting can be promoted through marketing? (Select all that apply.)

A) High-quality patient-centered care
B) Hospital mortality rates
C) Design of a healthy work environment
D) Hiring and retention of new graduate nurses
E) Practices aimed at patient satisfaction

Question 15

The primary hospital _____ is the care that is delivered by nursing staff.

A) product
B) price
C) place
D) promotion

Question 16

A registered nurse wants to start a primary care clinic in a rural area. Determining the segment of the population that is most likely to use her business is important to consider before she establishes her clinic. This is an example of:

A) positioning.
B) targeting.
C) competition.
D) marketing.

Question 17

A center of excellence for geriatric care is put in place in a large retirement community. This is an example of which of the following marketing concepts?

A) Segmentation
B) Targeting
C) Product differentiation
D) Positioning

Question 18

Which of the following marketing strategies are examples of niche marketing? (Select all that apply.)

A) Full-service community hospital
B) Children's hospital
C) Center for bariatric excellence
D) University hospital
E) Cancer specialty center

Question 19

The marketing mix of an organization is:

A) an individualized blend of tactics used to achieve goals.
B) guidelines that outline plans to market specific services.
C) patient education materials that also highlight services.
D) various television commercials used to advertise goods.

Question 20

What are the overarching goals of marketing? (Select all that apply.)

A) Attracting new customers
B) Satisfying customer needs and wants
C) Growing current customers
D) Creative advertising techniques
E) Delivering something of value

Question 21

What are the attributes of patient-centeredness in health care? (Select all that apply.)

A) Patient satisfaction
B) Cost and transparency of care
C) Patient engagement
D) Patient experience of care
E) Shared decision making

Question 22

Hospitals in recent years have become more motivated to focus their marketing strategies on patient care excellence. What are some of the drivers of this focus? (Select all that apply.)

A) Heightened patient scrutiny
B) Heightened media scrutiny
C) Organizational transparency about error reporting
D) Frequent media accounts of medical errors
E) Increased litigation

Question 23

What terms are considered to be the four As that influence a buyer's decision to purchase a product or service? (Select all that apply.)

A) Acceptability
B) Accreditation
C) Affordability
D) Accessibility
E) Awareness

Question 24

A nurse leader is attempting to attract experienced nurses to her unit. Which of the following marketing strategies should she use? (Select all that apply.)

A) Disciplinary actions
B) Professional development opportunities
C) Workplace fun
D) Shared governance
E) Physician champions

Question 25

What are four critical concepts that are essential to understanding and becoming fluent in the language of marketing? (Select all that apply.)

A) Segmentation and targeting clarify how customers will be served.
B) Segmentation breaks down the mass market into submarkets.
C) Targeting takes into account the whole market that can be considered in terms of smaller market segments.
D) Differentiation calls for the creation of superior value.
E) Positioning the product is completed in a manner where customers perceive it to be distinctive and desirable.

Question 26

Which of the following distinctions may be utilized in the marketing of a health care organization? (Select all that apply.)

A) TJC accreditation for meeting performance standards
B) Malcolm Baldridge National Quality Award for performance excellence
C) Beacon Award for Excellence in critical care nursing
D) Truven Health Analytics 100 Top Hospitals Award
E) Four-star ranking on internal survey