INSTRUCTIONAL MATERIALS
Required Resources
Fortenberry Jr., J. L. (2010). Health care marketing: Tools and techniques (3rd ed.). Sudbury, MA: Jones and Bartlett.
Supplemental Resources
Bowling, K. (2011). Health care goes retail. Marketing Health Services, 31(2), 20-23.
Huang, E., & Dunbar, C. (2013). Connecting to patients via social media: A hype or a reality? Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. doi:10.1177/1745790413477647
McKeever, J., & Zorzi, C. (2010). Connections that count. Marketing Health Services, 30(4), 20-23.
Oestreicher-Singer, G., Libai, B., Sivan, L., Carmi, E., & Yassin, O. (2013). The network value of products. Journal of Marketing, 77(3), 1-14.
Puzakova, M., Kwak, H., & Rocereto, J. (2013). When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings. Journal of Marketing, 77(3), 81-100.
Rao, S. (2012). Generating growth through patient-centered commercial strategies. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical. doi:10.1177/1745790412450170
Smith, B. (2012). Excellence in market access strategy: A research-based definition and diagnostic tool. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. doi:10.1177/1745790412467641
Smith, B., Tarricone, R., & Vella, V. (2013). The role of product life cycle in medical technology innovation. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. doi:10.1177/1745790413476876
Thompson, D. & Malaviya, P. (2013). Consumer-generated ads: Does awareness of advertising co-creation help or hurt persuasion? Journal of Marketing, 77(3), 33-47.
DISCUSSIONS – DUE April 24th 9:00am
You are expected to participate in the weekly classroom discussion with relevant, purposeful and reflective thought. Each week you will have 2 discussion questions. Your initial posts should be substantive and show a comprehension of the assignment and the material being discussed. The original post should approximate 250 to 300 words. You are also required to respond/comment on one of your fellow-classmates’ initial post. It is important that you are respectful and courteous at all times, any responses found inappropriate by the instructor will be promptly removed and you will be notified. The grades assigned to these discussions result in the overall Participation Grade. Each discussion is worth 10 points. You must participate during the week a thread is assigned in order to receive any credit: That is from Monday through Monday 9am EST of each week. Any comments made after that will not be credited.
Discussion Question 1:
“Brand Design Model” Please respond to the following:
Evaluate the value of assigning appropriate brand identities to represent health care goods, services, and institutions. Provide support for your rationale.
Assess the value of Calder and Reagan’s Brand Design Model as a device for systematically guiding health care marketers through the process of formulating brands. Explain one (1) reason why a SWOT analysis is needed to help health care organizations understand competitor brands. Provide two (2) examples from a health care organization with which you are familiar that support the value of Calder and Reagan’s Brand Design Model.
Discussion Question 2:
“Brand Portfolio Molecule and Brand Report Card” Please respond to the following:
Based on your review of the Learnscape scenario titled “Learnscape 3: Recover and Retention”, explain the fundamental reasons why brands do not exist in isolation but do exist in larger environments that include other brands. Provide two (2) specific recommendations or solutions that help the health care facility in this scenario improve patient satisfaction.
Assess the value of Lederer and Hill’s Brand Portfolio Molecule when used to understand brand relationships. Provide at least two (2) specific examples of strategic or tactical initiatives within a
