3.1. Healthcare service industry & its unique marketing approaches

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来自 Yonsei University 的课程

International Hospitality & Healthcare Services Marketing

96 个评分

Yonsei University

International Hospitality & Healthcare Services Marketing

96 个评分

课程 4（共 6 门，Specialization 国际营销与跨行业增长）

As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities. People who have successfully completed this course will be able to: (1) Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions. (2) Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market. (3) Identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience. (4) Gain insights from the innovative approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.

从本节课中

How to successfully market a healthcare business?

The healthcare industry is fast growing and rapidly evolving at the same time. So is its marketing approach. In this module, learners will be introduced to the recently emerging healthcare marketing concept of "Patient Experience Management" and will a few cases of successful patient experience management. People who have successfully completed this module will (1) Explain the unique characteristics of the healthcare industry and how this industry is evolving into the experience business, (2) Develop capabilities to better manage human interactions and facility to enhance the quality of customer experience, and (3) Gain insights on service innovation from specific healthcare innovation cases.

3.1. Healthcare service industry & its unique marketing approaches4:41

3.2. Evolvement of healthcare management focus1:42

3.3. Examples of successful patient experience management: Shouldice Hospital4:52

3.4. Key elements of design in experience management: Interaction3:10

3.5. Examples of successful patient experience management: Kameda Medical Center2:44

3.6. Key elements of design in experience management: Facility2:09

3.7. Healthcare innovation3:07

3.8. Review: Healthcare service industry & its unique marketing approaches1:13

3.9. Expert Interview with Severance Hospital14:00

与讲师见面

Sunmee Choi
Professor of Service Management
School of Business

Welcome back, this is a module on Healthcare Service industry and

its unique marketing approaches.

What is the Healthcare Industry?

The healthcare industry is one of the world's largest and

fastest growing industries.

And it's defined as a sum of sectors that provide the goods and

services to treat patients with care.

In this module, we'll focus only on the sectors that provide such services.

Healthcare services are differentiated from other services in several aspects.

First, it offers something that customers do not want to have to need.

Second, the emotional state of the customers during the purchase and

consumption is largely negative,

dominated by feelings of uncertainty, sadness and fear.

Third, since customers feel insecure and afraid, they are likely to feel desperate.

As a result, they are likely to be very sensitive too and

easily influenced by what others say and do.

Thus, other people can create both positive and negative impact.

Fourth, customers

assessment of the healthcare outcome is influenced by their perception

of what happened during the whole process of the healthcare.

Therefore it is not only the healthcare outcome but

also the whole process that has to be managed well so that patients and

their family can feel assured, cared, and supported.

This can be best accomplished through well designed and executed interactions between

patients, their companions, medical staff and support staff.

The importance of a managing interactions can be well

illustrated by the way malpractice insurance case in the healthcare industry.

Let's say that you are accompanying the sales malpractice insurance to doctors.

What would you consider most important on making your decision on

a doctor's insurance premium?

Would it be the quality of education the doctor received?

What about the extent of the doctor's practice experience?

I'm sure you can easily think of a few factors.

However, the key factor considered in reality is the way

the doctor interacts with patients.

You might wonder why.

If you are a malpractice insurance company, what really matters to you

most is the likelihood that the doctor is sued by the patient for

committing a malpractice.

In this case, the reality's one thing and perception is another.

Whether the doctor really committed a malpractice or not is hard for

the patient to tell.

One thing that the patient can be sure of is how he or she perceives the practice.

Then when would a perceive that the doctor committed a malpractice?

It is likely to depend on whether the patient felt truly

cared by the doctor throughout the healthcare process.

Patients feel that care during their interactions with the doctor.

That is why malpractice insurance companies

observe doctors interactions with patients.

Doctors who are friendly, sincere, and caring in their interactions with

a patient are less likely to be sued by patients for malpractice.

This example illustrates the importance of managing, not only to healthcare outcome,

but also the interactions during the process of the healthcare.

Take it altogether in the healthcare service business,

is the customer experience.

Which is beyond simple customer services that has to be managed throughout

the treatment process.

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