Question: Exam December 11, 2014 Kaiser Permanente: Searching for a Better Way t

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Question: Exam December 11, 2014 Kaiser Permanente: Searching for a Better Way to Deliver Healthcare From t... Exam December 11, 2014
Kaiser Permanente: Searching for a Better Way to Deliver Healthcare
From the window of her office on the 27th floor of Kaiser Permanente Final Exam Fal 2017 BA 306 Kaiser Permanente: Searching for a Better Way to Deliver Healthcare From the window of her office on the 27th floor of K Kaiser Permanente's headquarters building Christine Paige looked out over a sweeping view of Lake Merritt in the heart of Oakland, California. The lakes placid waters stood in stark contrast to the tumultuous healthcare industry that Paige had to contend with every day in her role as Kaiser Permanente's Senior Vice President of Marketing Founded in 1945 by industrialist Henry J. Kaiser and Dr. Sidney Garfield, Kaiser Permanente and shipbuilders. Kaiser Permanente had grown to become one of the nation's largest not-for- profit health plans, with approximately $50 bilion in revenue, employing more than 180,000 staff was originally established to meet the need for affordable healthcare for Kaiser's and 17.000 physicians-and serving more than nine million members in California and eight other states and the District of Columbia. As the health insurance field grew more competitive, Kaiser Permanente management was becoming concerned that the organization was not fielding the most compelling marketing programs. They understood that the organization was viewed by lower-qualitylower-value healthcare option. many non-subscribers as a Specifically, in 2003, 75 percent of non-members would not even consider Kaiser Permanente for their healthcare coverage. This attitude stood in stark contrast to the fact that Kaiser Permanente members were far more satisfied with their care than those in competitive It became clear that there was a need for a marketing communications effort to reverse the negative perceptions of Kaiser Permanente. The organization's advertising in the 1990s and early 2000s touted its highly qualified, caring physicians; but such claims were very similar to competitor messaging and failed to convey the innovativeness inherent in the Kaiser Permanente healthcare model. Such earlier marketing and advertising also did nothing to counter the periodic negative publicity about Kaiser Permanente's medical services. Although the marketing and advertising from that earlier era did not differentiate the Kaiser Permanente brand, it did help bolster internal morale among selected employees such as Kaiser Permanente physicians who were spotlighted in the ads. Given those challenges and the uncertainties, Paige needed to provide management with her and her team's recommendations about the optimal next moves for marketing Kaiser e. Your goals is to generate a research proposal. The research has to be clearly supporting/ informing the decision that Christine Paige has to make. Tasks Problem Definition (30 points): 1. What kind of research will help management? Identify one market research problem and formulate the main question of the study 2. Generate research objectives

Explanation / Answer

Ans 1) The market research which Paige intends to conduct should be aimed at improving the pereption of Kaizer.

The research should be focused at the industry.

For this, she can start with Focus groups and Phone Surveys.

The existing subscribers are called and a set of questions are asked at their pace and comfort about Kiazer products and their understanding expetations and perception etc. Any negative among existing customers is highlighted as a constructive feedback.

Also, some new or potential customers are also subjected to phone surveys and their assessment of Kaizer and its competitors products is taken as input.

She can also moderate a focus group of the company's clientele over a discussion about the product, its features and scope of improvement. As the product is cheaper compared to other available in market, whether that label sticks with the product and if quality is affected.

Now, an outside-in analysis of the industry and the market as whole can help where the healthcare and health insurance as an industry is taken up and within the health insurance industry the position and drawbacks of Kaizer compared to its peers both financially as well as on other performance parameters is compared and an inference drawn out.

Ans 2) Research objectives - a) Industry outlook b) Peer comprison c) Quality feedback d) Accessibilty check e) Perception evaluation f) Customer loyalty check g) Customer Satisfaction study

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