Order Instructions
Instructions
A big piece of provider marketing is managing the referral base, which can be a significant percentage of an organization’s business. From the referring provider perspective, it can be quite frustrating to refer a patient for services where the patient has to wait a long time, where communication is not sent back to them in a timely manner, or where there is confusion about the referral process itself. It is not always the marketing leader’s job to improve processes, but they are certainly stakeholders in the process given how much the process impacts the satisfaction of those providers referring in.
After reading Improving Healthcare Referral System Using Lean Six Sigma, 10.4236/ajibm.2018.82013 write an article critique that accomplishes the following tasks.
Begin by briefly summarizing the premise of the article and its relation to this unit’s concepts.
Explain how the Lean Six Sigma process helps the marketing team.
The patient referral request process for the hospital (Figure 2) includes multiple process steps. Briefly analyze the risk of communication breakdowns between the various steps.
In reviewing the fishbone diagram of reasons for delayed physician response (Figure 4), which reason do you believe is most impactful, and why?
From a marketing perspective, how would you share with referring providers the improvements they can expect between the two value stream maps (Figures 6 and 7)? Remember, marketing is not necessarily sharing all the details but rather the difference in experience for them.
Compare and contrast healthcare marketing to non-healthcare marketing from the viewpoint of physician engagement.
Your article critique must be a minimum of two pages. The title and reference pages do not count toward the page requirement. You must use at least two sources (excluding the article) to support your essay. Sources need to be peer-reviewed or scholarly. All sources used must have citations and references properly formatted in APA Style. Please remember to use the correct format of an article critique. Usually, an article critique has four sections – introduction (need to include the name of the article and author), summary (overview of the information that will be analyzed), Analysis, and conclusion (assert your final opinion about the article and include any recommendations for improvement).
Unit concepts:
Physicians are often skeptical of marketing before they understand that marketing can deliver value to customers by aligning market needs with medical services. Understanding physician attitudes, perceptions, and behavior is important for marketing physician services. Physician attitudes and behavior are largely influenced by medical school culture as well as social and personal factors. Medical training has traditionally emphasized the values of rugged individualism, autonomy, authority, rigidity, and safety-seeking. The value-based care market trend is responsible for supplanting these cultural attributes with teamwork, collaboration, and communication skills.
Three important environmental forces affecting physicians are demographic, economic, and social/cultural. Demographically, physician practice patterns are limiting patient access to care. Economically, changing practice organizational structures and payment models are pressuring physician income. Finally, the cumulative impact of these and other environmental forces are resulting in negative social/cultural effects like low physician morale and burnout.
Physicians have applied a variety of marketing tools to solve health care management problems, but most physicians did not realize that they were using strategic marketing. Examples are establishing a customer-driven organizational culture, analyzing environmental forces and participants, and test marketing. Additional physician marketing applications are improving the customer experience to increase brand equity, a systematic new product development process to reduce new product risk, and using a consensus approach based on market information to develop an innovative product strategy.
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