HCS/490: Health Care Consumer – Trends And Marketing
Wk 3 Summative Assessment: Innovation Report
Exam Content Scenario
Imagine you have been hired as a health care manager for a large health system in an urban area. Your CEO has asked you to write a report on the impact of social media, advertising, and other external influences on consumer behavior and consumer choice of a managed care plan. Heath care managers must know how to compare how health care organizations use technology to interact with consumers.
To use your skills in innovation to connect with your consumers, it is important you understand consumer demographics to be able to determine the positive and negative impacts media, social networks, branding, marketing, and communication have on health care consumer choices. Health care managers must learn to utilize every form or channel of communication to effectively attract and retain customers based on their communication preferences, health care needs, and lifestyle.
Preparation
Review the articles about effective consumer access and communication available from the University Library in this week’s Learning Activities folder. These resources will be helpful as you complete this assessment.
Watch the following four videos as you prepare to complete the assessment:
• “Communicating With Consumers”
• “Target Markets: Online Databases”
• “Target Market: Credible Information”
• “Integrated Campaigns”
In your research, consider who might access the health care systems. For example, what is their age, generation, socioeconomic status, military/veteran classification, and health care insurance plan?
