Essentials of Health Care Marketing,
5th Edition by Eric N. Berkowitz
Complete Chapter Instructor's
Manual are included (Ch 1 to 16)
** Immediate Download
** Swift Response
** All Chapters included
** Cases included
** Weblinks included
,Table of Contents are given below
Chapter 1 The Meaning of Marketing
Chapter 2 Marketing Strategy
Chapter 3 The Environment of Marketing Strategy
Chapter 4 Buyer Behavior
Chapter 5 Marketing Research
Chapter 6 Market Segmentation
Chapter 7 Developing Customer Loyalty
Chapter 8 Marketing in the Digital Age
Chapter 9 Product Strategy
Chapter 10 Prices
Chapter 11 Distribution
Chapter 12 Promotion
Chapter 13 Advertising
Chapter 14 Sales and Sales Management
Chapter 15 Controlling and Monitoring
Chapter 16 Ethical Considerations in Marketing
,Instructor's Manual organized in reverse order, with the last chapter displayed first, to ensure that all chapters
are included in this document. (Complete Chapters included Ch16-1)
Chapter 16
ETHICAL CONSIDERATIONS IN MARKETING
Answers to End-of-Chapter Questions
1. In an era of transparency, some health care organizations are beginning to counter the
third-party transparency sites such as Angie’s List by posting the patient ratings of their
medical staff with a star-based approach along with ratings. At a recent medical staff meeting
of the hospital of which you are the marketing director, a department chair in surgery spoke
rather vociferously against this new approach. “We seem to be moving to commoditizing
what we do as physicians. I bought a car last weekend. The approach we are now taking is no
different. I look at the ratings, and patients are looking at our medical staff. What is next?
Will you have us interview with patients so they can decide who they want to meet with?
These people are coming to us because of the expertise and skill we have. If they want to buy
a product, let them go to the shopping mall.” When the physician sat down, several others
nodded in agreement, and a few others clapped in support. The CEO thanked the doctor for
the opinion and suggested that rather than turn from this week’s agenda, it should be the
focus of the next bi-monthly meeting in terms of discussing the posting of patient evaluations
along with directly addressing the broader issue raised by the Chair of Surgery.
It is the next meeting, and as marketing director, you have been tasked with leading the
meeting. Please outline your presentation in response.
The physician raised several important points in his concern or complaint. First, however,
there is more truth possibly in his concern. Patients are to some degree in fact “buying” a
product or service in the choosing of a doctor and a car. To that degree, in the present era, as
this text discussed, they are going online to look for information prior to the search.
Additionally, in this era, they are turning to third-party sites like Angie’s List. What the
hospital is doing is attempting to also provide some information into the consideration of the
data points as the customer/patient evaluates their choices. The subjective information
provided by other users may be weighed with any objective data but is important. As was
noted in an earlier chapter, some medical groups are actually offering a “meet the doctor”
free initial visit, so the day may not be off when patients will interview doctors in some
specialties.
2. On a busy Friday night in the emergency room of the hospital of a midwestern city, a well-
known singer who was giving a concert at the convention center was brought in after
stumbling on stage and injuring her head. The local medics at the site determined it was
necessary to transport the person to the emergency department of the hospital. As she was
wheeled into the emergency department, she was alert, verbal, and not in immediate crisis,
although she did need some stitches and would need to be further reexamined for a
concussion. She was also accompanied by several of her entourage, who were surrounding
her and had followed in several cars. Her manager was close by her side. The paramedics at
the arena had done a good evaluation in ensuring she was in no crisis. Several people in the
emergency room immediately were taking her picture, and people accompanying the singer
started demanding that no one should do so. A front desk person paged you, the marketing
department head, to come to the emergency department immediately. When you saw the
scene, in consult with the emergency department nurse, you both agreed it was best to move
, Essentials of Health Care Marketing, 5th Edition
Eric N. Berkowitz
Instructor’s Manual
the singer and her manager to an examination room. At the protesting of her entourage, they
were asked to quietly remain in the waiting room, although that took some convincing with
security guards present.
When individuals who had been waiting for some time to be triaged, another problem then
arose. People started to complain. One young man stood on a chair and yelled, “Why should
she get special treatment just because she can sing? I have been waiting here for an hour!”
Five people started to yell in support. What is the response?
This is the challenge to some degree of the VIP patient. However, now there is an immediate
crisis at hand. It must be dealt with in the moment but (a) needing to protect the HIPAA
rights of the person who has now been isolated to protect privacy, and (b) diffusing the
uprising and helping them understand what has occurred. In this regard, transparency and
honesty are the best approaches as usual. First, the scene must be brought under control.
Then, explain the person has been brought into a private room area so that no further pictures
from the media will be taken as the individual deserves her privacy as they can understand.
Secondly, she will be taken in order, as they will, based on severity of injury. No one will go
before another, as the hospital follows a procedure called “triage.” Explain that you will
remain there and should they have a question that you will address each one if they would
like to come up to you one at a time, but the emergency room must keep going quietly and
move on to treat them all as needed.
3. The chapter described a difficult situation with the promotion of plastic surgery practices
as a result of a surgeon’s skill. A difficult challenge for any service is to be able to show the
benefits of utilizing a service. Airlines show by using a plane, the result is a person will end
up on a beautiful island. A hotel shows by buying their service, a person will be lounging
comfortably by a pool with a waitstaff person serving them a refreshing drink. The plastic
and reconstructive surgeon shows the aesthetic result of the doctor’s skill. However, in the
digital age, posting these pictures goes viral even when the person’s name or face is not
attached, as HIPAA regulations would be violated. However, in the situation described, it
was the communication process that was a problem. Describe how you would resolve the
problem if you were the plastic surgeon and wanted to post pictures of the good work you
had done.
The importance of this issue is paramount for physicians. Verbal communication alone is not
enough. A doctor should explain the process and demonstrate what they will be doing, if the
patient consents, by showing sample pages of a similar procedure. For example, if it is a
rhinoplasty, an example might be displayed with a before and after process, again as would
be done with the patient consent; there would not be any identifying name or the like.
However, the patient may not be comfortable with seeing enough of their pre-surgical nose to
decide that someone may recognize their image and the amount of surgical work that was
done. Without this degree of graphic display, one cannot be confident a patient fully
understands their specific procedure and the information to which they have agreed.
4. As noted in the text, the AMA had stated a position to ban DTC advertising. However,
there is a perspective that suggests patients who see such advertising then engage in
conversations with their physician about such medications are more engaged in their care. A
recent study has indicated it may actually lead to broadening the health benefit by individuals
5th Edition by Eric N. Berkowitz
Complete Chapter Instructor's
Manual are included (Ch 1 to 16)
** Immediate Download
** Swift Response
** All Chapters included
** Cases included
** Weblinks included
,Table of Contents are given below
Chapter 1 The Meaning of Marketing
Chapter 2 Marketing Strategy
Chapter 3 The Environment of Marketing Strategy
Chapter 4 Buyer Behavior
Chapter 5 Marketing Research
Chapter 6 Market Segmentation
Chapter 7 Developing Customer Loyalty
Chapter 8 Marketing in the Digital Age
Chapter 9 Product Strategy
Chapter 10 Prices
Chapter 11 Distribution
Chapter 12 Promotion
Chapter 13 Advertising
Chapter 14 Sales and Sales Management
Chapter 15 Controlling and Monitoring
Chapter 16 Ethical Considerations in Marketing
,Instructor's Manual organized in reverse order, with the last chapter displayed first, to ensure that all chapters
are included in this document. (Complete Chapters included Ch16-1)
Chapter 16
ETHICAL CONSIDERATIONS IN MARKETING
Answers to End-of-Chapter Questions
1. In an era of transparency, some health care organizations are beginning to counter the
third-party transparency sites such as Angie’s List by posting the patient ratings of their
medical staff with a star-based approach along with ratings. At a recent medical staff meeting
of the hospital of which you are the marketing director, a department chair in surgery spoke
rather vociferously against this new approach. “We seem to be moving to commoditizing
what we do as physicians. I bought a car last weekend. The approach we are now taking is no
different. I look at the ratings, and patients are looking at our medical staff. What is next?
Will you have us interview with patients so they can decide who they want to meet with?
These people are coming to us because of the expertise and skill we have. If they want to buy
a product, let them go to the shopping mall.” When the physician sat down, several others
nodded in agreement, and a few others clapped in support. The CEO thanked the doctor for
the opinion and suggested that rather than turn from this week’s agenda, it should be the
focus of the next bi-monthly meeting in terms of discussing the posting of patient evaluations
along with directly addressing the broader issue raised by the Chair of Surgery.
It is the next meeting, and as marketing director, you have been tasked with leading the
meeting. Please outline your presentation in response.
The physician raised several important points in his concern or complaint. First, however,
there is more truth possibly in his concern. Patients are to some degree in fact “buying” a
product or service in the choosing of a doctor and a car. To that degree, in the present era, as
this text discussed, they are going online to look for information prior to the search.
Additionally, in this era, they are turning to third-party sites like Angie’s List. What the
hospital is doing is attempting to also provide some information into the consideration of the
data points as the customer/patient evaluates their choices. The subjective information
provided by other users may be weighed with any objective data but is important. As was
noted in an earlier chapter, some medical groups are actually offering a “meet the doctor”
free initial visit, so the day may not be off when patients will interview doctors in some
specialties.
2. On a busy Friday night in the emergency room of the hospital of a midwestern city, a well-
known singer who was giving a concert at the convention center was brought in after
stumbling on stage and injuring her head. The local medics at the site determined it was
necessary to transport the person to the emergency department of the hospital. As she was
wheeled into the emergency department, she was alert, verbal, and not in immediate crisis,
although she did need some stitches and would need to be further reexamined for a
concussion. She was also accompanied by several of her entourage, who were surrounding
her and had followed in several cars. Her manager was close by her side. The paramedics at
the arena had done a good evaluation in ensuring she was in no crisis. Several people in the
emergency room immediately were taking her picture, and people accompanying the singer
started demanding that no one should do so. A front desk person paged you, the marketing
department head, to come to the emergency department immediately. When you saw the
scene, in consult with the emergency department nurse, you both agreed it was best to move
, Essentials of Health Care Marketing, 5th Edition
Eric N. Berkowitz
Instructor’s Manual
the singer and her manager to an examination room. At the protesting of her entourage, they
were asked to quietly remain in the waiting room, although that took some convincing with
security guards present.
When individuals who had been waiting for some time to be triaged, another problem then
arose. People started to complain. One young man stood on a chair and yelled, “Why should
she get special treatment just because she can sing? I have been waiting here for an hour!”
Five people started to yell in support. What is the response?
This is the challenge to some degree of the VIP patient. However, now there is an immediate
crisis at hand. It must be dealt with in the moment but (a) needing to protect the HIPAA
rights of the person who has now been isolated to protect privacy, and (b) diffusing the
uprising and helping them understand what has occurred. In this regard, transparency and
honesty are the best approaches as usual. First, the scene must be brought under control.
Then, explain the person has been brought into a private room area so that no further pictures
from the media will be taken as the individual deserves her privacy as they can understand.
Secondly, she will be taken in order, as they will, based on severity of injury. No one will go
before another, as the hospital follows a procedure called “triage.” Explain that you will
remain there and should they have a question that you will address each one if they would
like to come up to you one at a time, but the emergency room must keep going quietly and
move on to treat them all as needed.
3. The chapter described a difficult situation with the promotion of plastic surgery practices
as a result of a surgeon’s skill. A difficult challenge for any service is to be able to show the
benefits of utilizing a service. Airlines show by using a plane, the result is a person will end
up on a beautiful island. A hotel shows by buying their service, a person will be lounging
comfortably by a pool with a waitstaff person serving them a refreshing drink. The plastic
and reconstructive surgeon shows the aesthetic result of the doctor’s skill. However, in the
digital age, posting these pictures goes viral even when the person’s name or face is not
attached, as HIPAA regulations would be violated. However, in the situation described, it
was the communication process that was a problem. Describe how you would resolve the
problem if you were the plastic surgeon and wanted to post pictures of the good work you
had done.
The importance of this issue is paramount for physicians. Verbal communication alone is not
enough. A doctor should explain the process and demonstrate what they will be doing, if the
patient consents, by showing sample pages of a similar procedure. For example, if it is a
rhinoplasty, an example might be displayed with a before and after process, again as would
be done with the patient consent; there would not be any identifying name or the like.
However, the patient may not be comfortable with seeing enough of their pre-surgical nose to
decide that someone may recognize their image and the amount of surgical work that was
done. Without this degree of graphic display, one cannot be confident a patient fully
understands their specific procedure and the information to which they have agreed.
4. As noted in the text, the AMA had stated a position to ban DTC advertising. However,
there is a perspective that suggests patients who see such advertising then engage in
conversations with their physician about such medications are more engaged in their care. A
recent study has indicated it may actually lead to broadening the health benefit by individuals
