Chapter 7:
1. An orthopedic group in Virginia has decided to conduct a
survey of referral physicians. The results, which are posted on the
Web site, indicate the level of satisfaction. The group has also
posted comments that some of the physicians wrote on the surveys.
What is this group doing in terms of attempts to recognize the
customer contact process? Explain the integration of the strategy
into a total marketing program for the orthopedic group?
2. Recently a surgical group in Manhattan posted a Web site that
includes a page that refreshes every 10mintues and shows how close
the doctors are following their “scheduled appointment” times. In
terms of the value equation, what component or variable is this
group trying to work on with its market?
Chapter 8:
3. A large community hospital, River Valley, has recently begun
to acquire physician practices. At issue is whether to rename each
acquired practice to “River Valley Associates” or to leave each
name alone. What are the trade-offs River Valley should consider in
this decision?
4. A company has decided to offer a health savings account plan
to its employees. This new option is the first such type of
coverage available in the market. Based on the factors that affect
the diffusion of innovation, how might the company best accomplish
the successful roll-out of this new health care coverage
option?
Chapter 9: 5. Two medical organizations have recently examined
their cost structures. The first group is a radiology practice with
a significant investment in diagnostic imaging equipment. The
second group is a single-specialty pediatric practice. The cost
analysis reveals the following distribution:
Radiology Group Pediatric Group Fixed Cost 70% 20% Variable Cost
30% 80% Explain the implications of these differing cost structures
of each medical group in terms of contracting with managed care
organizations. 6. An ophthalmology practice is deciding whether to
offer prescription eyeglasses for sale in-house. The new service
would require the training and hiring of additional personnel,
inventory for glasses and frames, and some minor space alterations.
The utilized space in the office would be a charge allocated to the
program. The costs for this new service are: Variable Costs
(electricity, $80 per completed labor, supplies) pair of eyeglasses
Total Fixed Cost $36,000 How much volume does the group need to
break even if they charge $100 per pair of eyeglasses? If they
charge $200?
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