Marketing
An accurate definition of marketing can be found on the American Marketing Association’s website (www.ama.org). “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association, 2013, Definition of marketing section, para. 1). Marketing in the healthcare industry has expanded with the identification of healthcare consumerism. Hence, medical practices have the opportunity to tap into a new market through creative approaches, capitalizing on consumer access to technology as well as a more knowledgeable consumer base.
Research Objectives Berkowitz (2011) has categorized four forms of research objectives. The four forms are exploratory, descriptive, hypothesis testing, and predictive. An exploratory objective strives to find the source of the problem. A descriptive
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Options for patient scheduling include online booking, open access with same day appointments, half-day weekend hours, and evening hours one or two days a week. Also, telemedicine by a triage nurse, mid-level practitioner, or physician could be made available with the possibility of contracting the service through local high-tech employers. In consideration of the N-Gen’s expectations of immediate service, the office may opt to have an onsite lab with capabilities of providing rapid results for basic tests. Personal contact by way of phone follow up, Skype, or a personal letter demonstrates individualized commitment to clientele. The above services coupled with a strong referral program for specialists, create a niche for the medical practice to meet the needs of employed and retired, high-tech focused and technologically challenged, and personalized or impromptu market