Marketing practices like Money-Back Guarantees (MBGs) and warranties are quite controversial in the health care market. Despite their professed intention to improve consumer welfare, MBGs are often decried for taking advantage of consumers who might not have the correct information. This concern is valid especially given the salient features of health care markets: a) customization, b) expert service, and c) difficulty in measuring service quality. For instance, in the context of in-vitro fertilization (IVF)-a medical procedure to assist infertile couples in having children-many health care and policy experts argue that MBGs offered by fertility clinics are nothing but marketing gimmicks and that these clinics either sort and treat only the more fertile patients or overtreat patients with more aggressive and risky treatment protocols. This concern, however, is in stark contrast with the signaling literature in marketing and economics. The central idea of the signaling theory is that the cost of offering MBGs can be so high that low-quality clinics are not able to afford mimicking the high-quality clinics' offering of MBGs. Essentially then, only high-quality clinics would be able to afford MBGs. Given these contrasting viewpoints, my dissertation aims to advance our understanding of the strategic MBG decisions in the health care market. Utilizing data from the U.S. IVF market, I investigate the relationship between MBGs and clinic capability, which contains two aspects: a) service quality, i.e., the effectiveness in transforming input to treatment outcome (or quality output), and b) service productivity, i.e., the efficiency in transforming input to production possibility (or quantity output). Considering the nature of the IVF market, my findings have natural extension to other health care and expert service markets. In chapter 2 (essay one), I empirically examine the underlying mechanism of MBGs-whether MBGs in the IVF market can act as credible signals of quality or simply marketing gimmicks-by investigating the relationship between MBG offers and treatment outcomes at the clinic level. The analysis is conducted on a large and unique longitudinal dataset that includes a) clinic-level treatment and outcome statistics for almost all IVF clinics in the U.S., b) fertility clinic characteristics and MBG decisions, c) information on state-level insurance mandates, and d) demographic characteristics. Using an instrument variable approach to account for the endogeneity of MBG decisions made by fertility clinics, I find that compared to clinics not offering MBGs, clinics offering MBGs secure better treatment outcomes (i.e., higher live birth rate) and use less aggressive treatment (i.e., transferring fewer embryos) without sorting higher fertility patients or imposing higher long-term risk (i.e., multiple birth rate). These results taken together suggest that MBGs can work as signals of quality despite the incentives for clinics to engage in opportunistic behaviors.In chapter 3 (essay two), I empirically examine the relationship between MBG decisions and clinic productivity. To quantify the unobserved productivity, I first incorporate the quantity-quality tradeoff into the production function and then estimate it using a non-parametric structural model approach recently developed in the economics literature. Empirically, to handle the endogeneity challenge caused by unobserved productivity, I use input change decision (i.e., hiring and investment) as a proxy for productivity. Then, I use an instrument variable approach to deal with the attenuation bias caused by measurement error in quality output. The results show that a) the quantity-quality tradeoff exists in the IVF market, b) expert labor plays a more important role than capital in determining the production quantity, and c) clinics with higher productivity are more likely to be offering MBGs, being non-profit, with longer experience, providing service to single woman, with higher competition, and in states with IVF insurance mandates. Compared to non-MBG clinics, MBG clinics have higher capability because they are not only more effective in transforming resource to successful outcome, but also more efficient in transforming capital and labor to production capacity. Shedding light on the public policy debate over MBG practice in the IVF industry, my study indicates that traditional marketing strategies deserve nuanced analysis in the health care and expert service markets.

The diploma thesis is focused on the marketing strategy of QMI's Health prevention center. The aim of the study is to make a situation analysis, through its own research to assess consumer attitudes to health and health care, evaluate opportunities and threats arising from the marketing environment and to define on the basis of the results achieved for the development strategy of health prevention centers. The theoretical part deals with theoretical background of strategic marketing, its specifics in the health care, marketing environmental analysis, market and consumer decision-making motives. It describes the legislative framework and the importance of health prevention in public health care. The practical part presents the concept and mission of the QMI's Health prevention center. It deals with the survey of consumer attitudes, application of theoretical knowledge in situation analysis and attempts to explain the current strengths, weaknesses, opportunities and threats arising from the marketing environment. The main contribution of the thesis is a detailed situation analysis, application of knowledge gained from research and defining the marketing strategy for the development of Health prevention center.

<p>Aim:The overall aim of this study was to obtain more knowledge on the implementation of health care marketing in Sweden, using Uppsala University Hospital (UUH) as a case study. Additionally, based on the results of this case study, the aim was also to give concrete suggestions on how to enable increased focus on the formulation and implementation of health care marketing management strategies. This gives the study a slightly normative approach and aim, since the line is not drawn at description and analysis but also advocate guidelines for the enabling of market orientation.</p><p>Method: The chosen methodology of the study was qualitative, as the study sought to explore, interpret and gain a deeper knowledge of the research area.  Three different strategies of primary data collection were used; (1) interviews with key hospital managers, (2) a survey sent to all heads of clinical departments (68 departments) and (3) the study of selected UUH internal documents and UUH internal material related to the subject. The massive data was consolidated, reported and analyzed as separate parts and as well as an overview analysis from a health care marketing management theoretical framework.</p><p>Results & Conclusions:The study showed that UUH, despite the fact that they produce an annual revenue from health care services sales of approx 1,5 billion SEK, lacks almost every aspect of the tools and abilities necessary to function on a competitive marketplace. This included a non-marketing based planning process, the absence of a marketing organizational unit, no marketing research abilities etc. There were also facts pointing at severe flaws in the accounting systems, uncertainties of the legality of the current marketing activities and no marketing-stimulating incentive-systems in place. Besides these hard facts, the conservative, non-market oriented, organizational culture was deemed to make an attempted marketing adaption very hard to implement. The interviews provided valuable data for the structure and analysis. The survey had a very low response-rate, which didn´t provide any valuable data per se, but was interpreted to support the analysis of the organizational flaws in regard to marketing orientation. The internal document study also resulted in support of this analysis and increased the validity. Based on the analysis, a suggestion for a “road map” to successfully market-adapt Swedish health care was presented.</p><p>Suggestions for future research:Health care marketing most likely constitute its own area of research which also is specific for Sweden, which gives infinite opportunities for further studies. The implementation of marketing strategies in health care is an area that really needs to be further studied, therefore a suggestion for future research is to try and find out just how to enable implementation of a marketing-orientation in an organization which never had one. Another suggestion for further research could be the study of how economic incentive systems and other means of co-worker stimulation influence the production of health care services.</p><p>Contribution of the thesis:We believe that this study will strengthen the marketing understanding for UUH personnel at both managerial as well as all other organizational levels that are interested in the subject. We also believe that politicians, both locally and nationally, will benefit from practical knowledge regarding health care marketing mechanisms currently in place. Though conducted as a case study at one hospital, we deem that the analysis and suggestions are applicable for many other health care providers acting on the Swedish health care services marketplace, possibly contributing to the development of Swedish health care.</p>

Aim:The overall aim of this study was to obtain more knowledge on the implementation of health care marketing in Sweden, using Uppsala University Hospital (UUH) as a case study. Additionally, based on the results of this case study, the aim was also to give concrete suggestions on how to enable increased focus on the formulation and implementation of health care marketing management strategies. This gives the study a slightly normative approach and aim, since the line is not drawn at description and analysis but also advocate guidelines for the enabling of market orientation. Method: The chosen methodology of the study was qualitative, as the study sought to explore, interpret and gain a deeper knowledge of the research area.  Three different strategies of primary data collection were used; (1) interviews with key hospital managers, (2) a survey sent to all heads of clinical departments (68 departments) and (3) the study of selected UUH internal documents and UUH internal material related to the subject. The massive data was consolidated, reported and analyzed as separate parts and as well as an overview analysis from a health care marketing management theoretical framework. Results &amp; Conclusions:The study showed that UUH, despite the fact that they produce an annual revenue from health care services sales of approx 1,5 billion SEK, lacks almost every aspect of the tools and abilities necessary to function on a competitive marketplace. This included a non-marketing based planning process, the absence of a marketing organizational unit, no marketing research abilities etc. There were also facts pointing at severe flaws in the accounting systems, uncertainties of the legality of the current marketing activities and no marketing-stimulating incentive-systems in place. Besides these hard facts, the conservative, non-market oriented, organizational culture was deemed to make an attempted marketing adaption very hard to implement. The interviews provided valuable data for the structure and analysis. The survey had a very low response-rate, which didn´t provide any valuable data per se, but was interpreted to support the analysis of the organizational flaws in regard to marketing orientation. The internal document study also resulted in support of this analysis and increased the validity. Based on the analysis, a suggestion for a “road map” to successfully market-adapt Swedish health care was presented. Suggestions for future research:Health care marketing most likely constitute its own area of research which also is specific for Sweden, which gives infinite opportunities for further studies. The implementation of marketing strategies in health care is an area that really needs to be further studied, therefore a suggestion for future research is to try and find out just how to enable implementation of a marketing-orientation in an organization which never had one. Another suggestion for further research could be the study of how economic incentive systems and other means of co-worker stimulation influence the production of health care services. Contribution of the thesis:We believe that this study will strengthen the marketing understanding for UUH personnel at both managerial as well as all other organizational levels that are interested in the subject. We also believe that politicians, both locally and nationally, will benefit from practical knowledge regarding health care marketing mechanisms currently in place. Though conducted as a case study at one hospital, we deem that the analysis and suggestions are applicable for many other health care providers acting on the Swedish health care services marketplace, possibly contributing to the development of Swedish health care.

SUMMARY Management of Public Health PATIENT EVALUATION OF USING MARKETING ELEMENTS AT OUTPATIENT POLYCLINIC Aida Račienė Supervisor Ilona Bučiūnienė, Doc., dr. Departament of Social medicine, Faculty of Public Health, Kaunas University of Medicine.-Kaunas, 2005.- P. 83 Aim of the study - evaluate patient’s attitude towards the elements of marketing at Outpatient Polyclinic of Panevėžys region local administration. Objectives: 1) to investigate the existing patients satisfaction of marketing mix elements; 2) to investigate the evaluation of marketing mix elements according to patients social – demographic characteristics; 3) to estimate patients general level of satisfaction, repeated intention to use services; 4) to form basic direction of marketing improvement at polyclinic. Methods. The study was carried out in August, 2004. Questionnaires were used. 435 questionnaires were given out, 410 questionnaires were given back (frequency of response – 94,2). Likert’s five-point scale was used to investigate the satisfaction. Data was analysed using SPSS (version 10), Windows Microsoft Excel. Results. Experienced doctors (average 4,52), registration (4,51), physical evidence of polyclinic (4,13), information in the press (3,39) are the most important factors for respondents while choosing a medical institution. The respondents who seldom come to a medical institution are likely to come here again (4,51).The respondents who are signed at polyclinic for ≤ 10 years would recommend... [to full text]

The Johnson City Community Health Center is one of over 1200 community health centers serving over 22 million patients across the United States. Community health centers primarily serve patients with low income or without health insurance, but most serve all the members of their communities. These centers provide many services and treat health problems in a holistic manner in order to improve the health of their communities and also allow the members of those communities to progress. The Johnson City Community Health Center is compared to successful CHCs from across the nation to determine if it has characteristics to be successful in this community. A SWOT Analysis is conducted by evaluating the Marketing Mix, or the Product, Price, Placement, and Promotion, of the center and also by examining the Political, Economic, Social, and Technological environments it operates in. This research determines the internal Strengths and Weaknesses and external Opportunities and Threats of the Johnson City Community Health Center and concludes that it does have the characteristics needed to be successful in the community. This research can be used by center management to improve services, but it can also be used by other researchers to continue evaluations of community health centers across the nation.

The aim of this Master’s thesis is to create marketing plan for private eye office. The thesis is divided into two main parts, theretical and practical. The first part summarizes theoretical knowledge about marketing of services and specifics in healt care marketing. It was created marketing mix 4P and 4C of health care. Practical part begins of introducing of private eye office. Next step is to analyze environment of eye office using following methods: McKinsey 7S, Porter's five forces and SLEPT analysis. Conclusions of these analyses are summarized in SWOT analysis. Afterwards each question of questionnaire survey – focused on client´s comfort and ways how to improve it, is analyzed. Results and ideas come from survey how to improve our clients comfort during the examination are summarized in the proposed solutions and discussion.