1. Demographic trends suggest that a large number of baby boomers are on the verge of retiring. The Bay Area Medical Practice is meeting to focus on its next 5-year strategic plan. It has performed a patient analysis and has determined that 40% of its patient base is baby boomers. From an operational perspective, how might this group respond to this in terms of the four Ps of marketing strategy?
2. What environmental factors would you suggest account for: (a) in-company clinics that deal with employee medical problems, such as the one established by Toyota, and (b) the success of after-hours clinics and urgent care facilities in many metropolitan areas?
3. Assume you were hired to design a MCO plan targeted to baby boomers in San Antonio, Texas, a city with a large Hispanic population. How would you make this service offering unique to respond to the major trends discussed within this chapter?
4. Two large multi specialty medical groups have recently asked you to conduct audits using the BCG matrix. For the first group, your analysis reveals the following distribution of services: Cash cows-65%; stars-10%; problem children- 20%; dogs-5%. In the second group, the distribution is: Cash cows- 20%; stars-60%; problem children-15%; dogs-5%. Provide your analysis to each group.
5. In recent years, there has been a growing attempt to measure the performance of health care providers. The federal government and the states have published data on how hospitals are compared to acceptable clinical standards with regard to pneumonia. Explain how these data could affect the consumer decision-making process.
6. On what level of Maslow's Hierarchy of Needs would you place each of the following decisions: (a) buying health insurance, (b) going skiing, (c) following a low-fat diet?
7. The United States is experiencing a decline of the middle class. What does this trend imply for the future of organizations such as: (a) the U.S. Public Health Service, which operates many inner-city health clinics for the economically disadvantaged, and (b) the Scripps Clinic, a large multispecialty group practice in Southern California? For years, the Scripps Clinic was seen as an exclusive medical provider known not only for treatment but also for its research.