Physicians and Patients in Healthcare Marketing: Goals and Ethical Considerations

For this discussion, you will consider the relationship between
physicians and health organizations and examine how this informs
healthcare marketing. You will also consider the role of the patient and
customer and the ways in which they shop—or don’t shop—for healthcare,
and you will examine how a healthcare organization’s marketing goals can
most effectively target these individuals. In addition, you will
determine the ethical considerations that need to be addressed when developing a marketing strategy that includes patients and physicians among its target audience.

To begin, review the module resources. Then, consider the difference
between a patient and a customer and the role of physicians and patients
in healthcare marketing. In your initial post, address the following:

1. What are some of the ways that people shop—or don’t shop—for
   healthcare and medical care, and how can a healthcare organization’s marketing goals most effectively target these customers? Consider the SMART goal framework to support your response.
2. How can the relationship between physicians and health
   organizations (think of the complex power structure in hospitals) pose
   challenges to decision making in healthcare marketing?
3. What do you think are the most important ethical considerations
   that a healthcare organization must address when developing a marketing
   strategy for its patients and its physicians? Consider the methods for
   ethical decision-making you studied in Module Three.

In responding to your classmates, do you agree or disagree with their
conclusions? Why or why not? What considerations did they discuss that
you perhaps had not thought of? What suggestions can you provide your
peers to help them further develop their conclusions?

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