In a 4- to 5-page paper, address the following: Using the 5 I’s of marketing, an

Question

In a 4- to 5-page paper, address the following: Using the 5 I’s of marketing, analyze the health care service provided by the organization in the scenario. Inconsistency: Is there consistency in the quality of care? Inseparability: When providing the service, do providers demonstrate biases toward or against patients and their families (i.e., racial biases, age biases, gender biases, etc.)? Intangibility: What are the intangible characteristics of providers (i.e., demeanor, posture, etc.)? How do providers behave toward patients? Interaction with consumers: Is the organization patient-centered or physician-centered? Inventory: How much time is spent on providing the service and how much time is spent on non-service-related activities? Recommend strategies to market this service to health care consumers. Include how these strategies might improve operations.

Explanation / Answer

Health care services have grown tremendously over the years with their demands increasing day by day. With the demand growing, there are may health care services in the offering for the general public to take from. Therefore, it is very important that each service center have a strategy of their own which would attract patients. Therefore, as required, to define the 5I's strategy we will have to analyse the current situation and develop a strategy on the same.

a. Inconsistency: The quality of care is a major issue in most of the healthcare services as it is not the same everyday. It depends on how well the health care services provides training and instructions to their staff and on what parameters they are monitored. Thus, in order to reduce inconsistency, it is very important that an instant feedback system is introduced where the patient provides feedback on the quality of service that is offered to them. This would give an idea as to how consistant the quality of care is and also how it can be imporved going forward.

b. Inseperability : There is definitely Inseperability which is experienced in each and every service. The same is the case with healthcare as well. There are many evidences that racial or gender biases that happen in healthcare as well. In order to reduce or nullify that, healthcare providers need to create stong policies within their organisation and build a culture where patients are treated as patients with equal care and not based on their gender or religion. This culture needs to be incorporated with strict rules which would control the situation and healthcare providers are happy to serve all patients equally.

c. Intangibility : In terms of intangibility, it is more or less on the right track as most of the healthcare providers maintain good postures and demeanour. In order to improve this, the healthcare providers should conduct regular training on personality developments and how to maintain proper postures. Overall, its a hospitality service that they are offering to their patients.

d. Interaction with consumers : Most of the healthcares are physcian-centered, reason being they promote their services by roping in physicians who have a good name in the market and encash on their experiences and expertise. This increases the patients walking in but the unavailability of physician would cause an issue for the healthcare management as patients would have to wait to get their required services. Therefore, there should be proper system which would inform patients on physician's availability and their appointments with the physician be scheduled in a proper manner where each patient is given maximum time.

e. Inventory : It is very difficult to analyse how much time is spent on service and non-service related activities. But it can be seen in the monthly reports of patient's increase and feedback given by the patients. In order to assess this activity properly, there should be proper time management or time scheduling done for each activity where patients would not have to wait just because the staff are not quick enough in their jobs.

Related Questions

Navigate

• Browse (All)
• Browse I
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.