Ch15 Test Bank + Answers Health Care Marketing, Advertising,

Chapter 15: Health Care Marketing, Advertising, and Public Relations

1. The largest group of people with the biggest and most frequent need for your product or service is known, in marketing, as the facility’s:

a. Primary target market:

b. Secondary target market:

c. Tertiary target market:

d. All of the above

Feedback: The largest group of people with the biggest and most frequent need for your product or service is known, in marketing, as the facility’s primary target market.

Page Ref: 246

2. One of the three basic components of self-promotion is:

a. Discount coupons.

b. Billboards.

c. Public relations.

d. Television commercials.

Feedback: The three basic components of self-promotion are marketing, advertising, and public relations.

Page Ref: 244

3. A marketing plan should establish the activities for two important stages—presence and:

a. Alliance.

b. Reinforcement.

c. Continuation.

d. Exposure.

Feedback: A marketing plan should establish the activities for two important stages: presence and reinforcement.

Page Ref: 244

4. An organization must communicate with its patients and prospective patients to achieve:

a. Position.

b. Health care.

c. Salesmanship.

d. Understanding.

Feedback: An organization must communicate with its patients and prospective patients to achieve understanding. This is the patient’s understanding of what services the organization offers, and how those services match with the individual’s wants and needs as they relate to health care.

Page Ref: 244

5. Medically speaking, any procedure that is non-emergency and not immediately medically necessary is considered:

a. A health option.

b. A cosmetic procedure.

c. An elective procedure.

d. A critical procedure.

Feedback: Elective procedures are those procedures that are not immediately medically necessary (non-emergency).

Page Ref: 245

6. In non-emergency situations, the patient has the time to consider:

a. Whether to have the procedure.

b. Who will perform the procedure.

c. Where the procedure will be performed.

d. All of these.

Feedback: In non-emergency situations, the patient has the time to consider whether to have the procedure, determine who will perform the procedure, and decide where the procedure will be performed.

Page Ref: 245

7. All of the paths of communication have one ultimate goal, which is:

a. Mastery.

b. Sales.

c. Engagement.

d. Revenue.

Feedback: The ultimate goal of all paths of communication is engagement.

Page Ref: 246

8. Once an individual becomes a patient, personal experiences replace the:

a. Fear of doctors.

b. Messages communicated through marketing.

c. Stories from the neighbors.

d. All of these

Feedback: Once an individual becomes a patient, personal experiences replace the messages communicated through marketing.

Page Ref: 246

9. Marketing communications can support the facility by attracting:

a. New patients.

b. Excellent staff members.

c. Government auditors.

d. a and b only.

Feedback: Marketing communications can support the facility by attracting new patients and the best and brightest staff members.

Page Ref: 246

10. The first step to creating your marketing plan is to determine:

a. To whom you want to communicate.

b. How much money you can spend.

c. Ethical and legal parameters of marketing.

d. All of these.

Feedback: The first step to creating your marketing plan is to determine to whom you want to communicate.

Page Ref: 246

11. Your facility specializes in treating patients with cirrhosis of the liver. Important demographic information to support your marketing plan is that this condition is:

a. A chronic liver disease.

b. Diagnosed using blood tests or biopsy.

c. Twice as common among men over age 50.

d. Caused by hepatitis or chronic alcoholism.

Feedback: If your facility specializes in treating patients with cirrhosis of the liver, important demographic information to support your marketing plan is that this condition is twice as common among men over age 50.

Page Ref: 247

12. Using the primary target market profile as a foundation results in marketing efforts that are:

a. Better focused.

b. Exclusive of groups.

c. Missing opportunities.

d. Wasting money.

Feedback: Using the primary target market profile as a foundation results in marketing efforts that are better focused.

Page Ref: 246

13. A target market profiles consists of:

a. Demographic descriptors.

b. Psychographic descriptors.

c. Both a and b.

d. None of the above.

Feedback: A target market profiles consists of demographic and psychographic descriptors. Demographics is a set of three basic classifications used to describe a person or group of persons. Psychographics describe consumers using four elements: geographical location; job title or position; education level; and mind set.

Page Ref: 246

14. Your target market is described as being health-conscious and educated. These descriptors are:

a. Restrictive.

b. Demographic.

c. Biased.

d. Psychographic.

Feedback: Your target market is described as being health-conscious and educated. These descriptors are psychographic. Psychographics describe consumers using four elements: geographical location; job title or position; education level; and mind set.

Page Ref: 247

15. There are many ways to get demographic and psychographic information for your primary target market, including:

a. Current patient survey.

b. Asking around the neighborhood.

c. Federal consumer databases.

d. Television program statistics.

Feedback: There are many ways to get demographic and psychographic information for your primary target market, including a current patient survey.

Page Ref: 247

16. When crafting the marketing message, you want all attention focused on:

a. Your physical location.

b. What you can do for your target market.

c. Facility awards.

d. How long you have been in business.

Feedback: The marketing message should focus on what you can do for your target market.

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17. An important thing to keep in mind when creating your message is the:

a. Length of time in business.

b. K.I.S.S. Principle.

c. Competition.

d. Collateral materials.

Feedback: An important thing to keep in mind when creating your message is the K.I.S.S. Principle—Keep It Short and Simple.

Page Ref: 247

18. Over the course of a marketing campaign, you, as the administrator, should:

a. Change the message every week.

b. Copy your competition.

c. Be consistent.

d. All of the above

Feedback: It is important to remain consistent over the course of a marketing campaign.

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19. The marketing process includes the building of ________ intertwined with brand awareness.

a. consumer consciousness

b. education

c. promises of healing

d. entertainment

Feedback: The marketing process includes the building of consumer consciousness intertwined with brand awareness.

Page Ref: 249

20. The marketing term used to describe activities that draw attention to the name of the company or facility is:

a. Consumerism.

b. Brand awareness.

c. Showmanship.

d. Demographics.

Feedback: Brand awareness is a marketing term used to describe activities that draw attention to the name of the company or facility as well as draw attention to the product or service itself, and establish the connection between the two.

Page Ref: 249

21. The reputation of excellence directly connected to names such as the Mayo Clinic is a ________ reaction.

a. psychological

b. knee-jerk

c. branding

d. communication

Feedback: The reputation of excellence directly connected to names such as the Mayo Clinic is a branding reaction.

Page Ref: 249

22. Interacting with your patient population using social media ________ the communication of your message.

a. hampers

b. confuses

c. clarifies

d. extends

Feedback: Interacting with your patient population using social media extends the communication of your message.

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23. Advertising might also be referred to as the:

a. Message.

b. Sales pitch.

c. Branding.

d. Subtle communication.

Feedback: Advertising might also be referred to as the sales pitch.

Page Ref: 250

24. All printed materials used by your facility to deliver a message of any kind are known as:

a. Community relations.

b. Branding vehicles.

c. Collateral materials.

d. Marketing booklets.

Feedback: All printed materials used by your facility to deliver a message of any kind are known as collateral materials. This includes brochures, flyers, and handouts.

Page Ref: 251

25. Public relations activities are evidence your facility is:

a. Aware of the community.

b. Branded.

c. Caring for the community.

d. Part of the community.

Feedback: Public relations activities are evidence your facility is part of the community.

Page Ref: 252