Healthcare marketing

A three to four page consultant's plan for a durable medical equipment and supply company losing market share and seeing few repeat customers: critically analysing at least five contemporary best practices for customer loyalty in health care, discussing the benefits loyal customers offer health care organisations, and defending at least four recommendations with implementation detail.

Four graded moves in two short paragraphs: the value of brand identities for health care goods and institutions, an assessment of Calder and Reagan's Brand Design Model, one reason SWOT analysis reveals competitor brands, and two examples from an organization you actually know.

Compare the ACHE and AHIMA codes of ethics, review a brief case from Healthcare Marketing: A Case Study involving ethical decision-making, and discuss the role of the healthcare marketer in relation to ethical behaviour and conduct.

The prompt asks for pros and cons, which means a post that only condemns DTC advertising has answered half of it. The brief also names device marketing alongside drugs, and the two are regulated differently.

Lateral segmentation is the unfamiliar term and the one carrying the marks. Vertical segmentation divides an existing market more finely; lateral thinking looks for a use outside it.

The prompt hands you a four-trait segment profile. The strongest answers derive each marketing technique from one of those traits rather than listing tactics that could apply to anyone.

A segment you cannot reach differently is a description, not a segment. The supplied statistics are there to be segmented from, not summarised.

The three projects look alike and are not: one is an epidemiological estimate, one is a service quality audit, and one is a stakeholder attitude study. Each needs a different method and reaches a different audience.