HEALTH SERVICES 445: HEALTHCARE MARKETING

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HEALTH SERVICES 445: HEALTHCARE MARKETING

UCLA DEPT OF HEALTH SERVICES
PROGRAM IN HEALTH POLICY AND MANAGEMENT

Leah J. Vriesman, PhD, MHA, MBA
Assistant Professor & Associate Director
Office: 51-253A Phone: 310.206.2602
Office hours: Tuesday 10-11; Wednesday 12-1; or by appointment
e-mail: [email protected]


Course Description

Marketing in health care has changed drastically in the last ten years. In the past,
most health care professionals “scorned the idea” and interpreted it solely as
advertising. This has changed as the health care environment continues to evolve at a
fast pace and it is necessary for all health care professionals to understand the
principles and applications of marketing in a new “business” environment.
During this course, you will have the opportunity to:
⇒ better understand healthcare & pharmaceutical markets and consumer behavior;
⇒ consider the role of marketing in health care delivery;
⇒ define the marketing process, and apply to healthcare products and services;
⇒ analyze market research; and,
⇒ review marketing approaches of different organizations.

The ethical considerations of these activities will be considered from the perspective of
the healthcare manager, the funding organization, and the consumer.
You will also be exposed to social marketing, a relatively new concept where
marketing techniques are used to change behavior. One of the objectives is to move
the customer from ignorance and indifference to action and ultimately maintenance of
that action. We will use excerpts from various texts and the internet for social
marketing to examine current theory and practices.
Course Objectives
Upon completion of this course, the student will:
• Be able to examine broad environmental trends and their strategic implications
before any marketing activity or service is put in place.
• Understand the role of marketing in the health care industry and similarities and
differences within the pharmaceutical and biotechnology industries.
• Firmly comprehend the basics of marketing principles, concepts and origins
• Appreciate the processes of market planning and data collection.
Vriesman, HS445
UCLA Spring 2007
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• Discover sources of information to stay current with rapid technological changes in
the industry.
• Understand the FCC and FDA’s role and oversight related to the conduct of
healthcare and pharmaceutical marketing practices.
• Read and analyze marketing case scenarios, demonstrating a better understanding
of a particular product and its path to consumers; the financial impact of its
development; competition; and its social relevance and market appeal.

Computer Conferencing
We will be staying up-to-date with course information, submitting written
assignments, and group discussion of study questions via TurnItIn, a UCLA-sponsored
website. If you are registered via URSA, you’ve been added and have a TurnItIn link on
your MyUCLA Courses page. More will be presented in class regarding this mode of
instruction.

Grading






Points
2 Case Studies @ 10 pts each



20
Social Marketing Internet Search


10
Final Exam





40
Conferencing, Participation and Contribution
30
100

Academic Integrity
Students are obliged to refrain from acts that they know, or under the circumstances
have reason to believe, will impair the integrity of the university. Violations of
integrity include, but are not limited to: cheating, plagiarism, unauthorized multiple
submissions, providing incomplete information to any agent of the university for
inclusion in academic records, and the failure to report forgery.

Primary Text
Berkowitz, E. “Essentials of Health Care Marketing”. 2nd Edition. Jones and Bartlett.

Case studies and supplemental articles and data provided in class or on the web.
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UCLA Spring 2007
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HS445: Healthcare Marketing
UCLA Department of Health Services
Wednesdays, 10:00-11:50 a.m. CHS 71-257
Spring, 2007

Course Schedule

DATE:
TOPIC






TEXT

April 4 Introduction to Course

Marketing History, Definitions, and Strategy


B. Ch 1-2
General
Marketing
and
its
Healthcare
Origins
Basic Marketing Concepts
Strategy Formulation and Alternatives
Challenge
of
Healthcare
Marketing

April 11
Understanding Healthcare Markets



B. Ch 3-4
Nature
of
Healthcare
Markets
Healthcare
Consumers
and
Behavior
Buyer
Behavior
Factors in Healthcare Utilization, Regulation

April 18
Market Research and Planning




B. Ch 5-7



Market/Marketing Research





Marketing Planning and Segmentation
Data Collection

April
25 3
of
the
4
P’s
B.
Ch
8-10



Product



Price
Place
(Distribution)

May 2

Advertising, Promotion and Sales – The Big P


B. Ch 11-13





May
9
Marketing
Social
Change
Supplemental


May
16 Marketing
Social
Change
Supplemental
Discussion
of
Internet
Assignment


May
23 Government
Oversight
Supplemental
FDA
Regulations

Technological Advances






Sociopolitical Issues


May 30
Future of Healthcare and Pharmaceutical Marketing
Supplemental



Structural Innovation and System Changes


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UCLA Spring 2007
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ROI
/
Outsourcing
Marketing
Innovation
/
e-Health

June 6

U.S. Pharmaceutical Market in a Global Economy

Case
Discussion:
World
Markets Kaletra
in
China
Re-importation
Global
Distribution
and
Charity

June
12 Final
Exam:
8:00-11:00
a.m.



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UCLA Spring 2007
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