HCA 3310, Health Care Marketing 1
Course Learning Outcomes for Unit VI
Upon completion of this unit, students should be able to:
5. Compare and contrast marketing in health care sectors to marketing in non-health care sectors.5.1 Examine the role that physician engagement plays within health care marketing.
6. Apply business principles to the health care marketing process.6.1 Identify the impact of management principles on the process of health care marketing.
Course/Unit Learning Outcomes
Learning Activity
5.1, 6.1
Unit Lesson Chapter 5 Article: “Advanced Practice Nurses: Developing A Business Plan for an
Independent Ambulatory Clinical Practice” Article: “Improving Healthcare Referral System Using Lean Six Sigma” Unit VI Article Critique
Required Unit Resources
Chapter 5: Physician Marketing
In order to access the following resources, click the links below.
Johnson, J. E., & Garvin, W. S. (2017). Advanced practice nurses: Developing a business plan for an independent ambulatory clinical practice. Nursing Economics, 35(3), 126–141. londonessays.com
Alkinaidri, A., & Alsulami, H. (2018). Improving healthcare referral system using Lean Six Sigma. American Journal of Industrial and Business Management, 8(2). londonessays.com
Unit Lesson
Health care marketing f
or providers—including physicians, nurse practitioners, and physician assistants—is a dynamic process. Marketing providers include two main categories not addressed in the textbook, the health care organization marketing themselves to the providers and then the providers and health care organization marketing to the consumer. We will break down both in this unit.
Building Provider Relations
Most health care organizations must have a healthy network of providers to be successful. This network includes providers that work for the organization itself and also those that refer to, or receive referrals from, the organization. In most areas of the country, providers have options and choices on who they refer their patients to for care. They make this decision based on reputation (remember the importance of the brand) and the service they receive in terms of communication regarding their patients. In a busy organization, it can be difficult for providers to have the time to directly communicate with every provider that has referred someone. This is where the marketing team comes into play. Marketing staff that are focused on building these provider relationships and ensuring streamlined communications are called physician liaisons.
UNIT VI STUDY GUIDE Physician Marketing