Using Market Information Systems and Marketing Research

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• Chapter 7
• Using Market Information Systems and Marketing
  Research

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LEARNING OBJECTIVES

• What are the main components of a health care
  marketing information system?
• What systems help health care organizations
  maintain and use their internal records?
• What methods can health care organizations use to
  gather and respond to marketing intelligence on
  opportunities and threats?
• What are the main methods for conducting reliable
  marketing research?
• How can a health care organization improve its
  research tools and sources?

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LO1. What are the main components of a health
care marketing information system?

• Characteristics of good market research practice
• Scientific method
• Research creativity
• Multiple methods
• Interdependence of models and data
• Value and cost of information
• Healthy skepticism
• Ethical marketing

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LO1. What are the main components of a health
care marketing information system?

• Marketing Information System (MIS)
• People
• Equipment
• Procedures
• Gather
• Sort
• Analyze
• Evaluate
• Distribute information to decision makers
• Needed
• Timely
• Accurate

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LO2. What systems help health care organizations
maintain and use their internal records?

• Internal Records System
• Inpatient admissions, patient visits, and
  procedure volume
• Revenue, costs, and margins
• Product sales, procedure volumes
• Prices

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LO3. What methods can health care organizations
use to gather and respond to marketing
intelligence on opportunities and threats?

• Marketing Intelligence Systems (MIS)
• Organize, analyze, and distribute competitor
  information
• Organize information about competitive
  environment for easier analysis
• Automatically monitor competitors Web sites
• Search for and compile very specific information
  automatically from the Internet
• Provide and facilitate a competitor intelligence
  workflow system or portal solution
• Furnish a decision-support software
• Establish a database that is designed and built
  to meet exact identified structural expectations
• Use the work product solely for benefit
• Track and understand what people are saying about
  the company, products, or services

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LO4. What are the main methods for conducting
reliable marketing research?

• Start with the end in mind
• Purpose
• Informational objectives
• Audience
• Technique
• Sample size, source, and selection
• Pretest and fielding
• Analysis
• Report

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LO5. How can a health care organization improve
its research tools and sources?

• PATH Model - identifies and explains the dynamics
  of consumer health buying behavior
• Marketing Decision Support System (MDSS) -
  coordinated collection of data, systems, tools,
  and techniques to gather and interpret relevant
  information and turn it into a basis for
  marketing action

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LO5. How can a health care organization improve
its research tools and sources? (cont)

• Forecasting and Demand Measurement - measuring
  and forecasting the size, growth, and profit
  potential of each opportunity to identify new
  market prospects.
• Identifying which market to measure
• Demand measurement
• Estimating current demand
• Estimating future demand

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CONCLUSION

• A steady flow of market and competitive
  information is required for developing effective
  marketing plans and managing marketing activities
• Primary data is turned into findings, using
  statistical analysis and quantitative decision
  models.