Part 1: Promotion of Healthcare Services In recent years, promotions have become
ID: 461522 • Letter: P
Question
Part 1: Promotion of Healthcare Services In recent years, promotions have become an important part of healthcare strategy. Promoting a service is often very different than the promotion of a product. Equally important is the medium through which you promote your service, whether it is in person; online or through traditional promotional avenues, promotion has become a critical aspect of a marketing strategy. Compare the use of print media and the Internet in the promotion of healthcare services. What are the advantages and disadvantages of each? Explain. Part 2: How HIPAA works with strategy? In 1996, the Health Information Portability and Accountability Act was put into effect. This legislation profoundly changed the way the healthcare industry work in the United States. As such, healthcare organizations have had to create and change their strategies around this landmark legislation. Discuss the Health Information Portability and Accountability Act of 1996 (HIPAA) and the impact it has had on the exchange of data that includes health-related patient information.
Explanation / Answer
Choice of medium of communication depends on factors like:-
1. Quantum of audience.
2. Availability and complications.
Print media is a good medium to spread the word as this is the cheapest source of information for customer and has reach even in those geographical areas where internet and other medium cannot reach. However these days digital medium is prevailing more in tier 1 and 2 markets where internet is available and peaple prefer to read news on their smart phones and laptops. In such markets newspaper is not so prevalant. Other disadvantage of newspaper is that it requires paper for which trees are cut down.Internet on the other hand is available in the hand of every person and has good reach and advertising on digital is on boom.
Below is the abstract to explain how HIPAA works with the strategy to help understand its implication on marketing strategy.
existing HIPAA rules to require that if there is financial remuneration related to the communication...then even treatment- or operations-related communications constitute marketing.” In other words, if you, the provider, are receiving any financial benefit from the third party whose product or service you’re promoting, it’s automatically considered marketing; and as such, you must disclose the remuneration and obtain patient authorization. That is, unless the communication: