Products & Prices

Presentations

What Can Hospitals Sell That Consumers Want to Buy?
This presentation is based upon research conducted by Dr. Cochran. He found that, while doctors and healthcare workers generally define health as “the absence of disease,” consumers have a much more complex view of health. There are at least 8 important dimensions to health for consumers. Each of these dimensions are described and examples provided of how consumers talk about each one. This lays the groundwork for focusing marketing actions on areas which are meaningful to consumers.

Marketing and Public Relations Tool Kit
In the “Tool Kit,” Dr. Cochran discusses the various research tools and the types of issues that they are best used to address. The presentation is divided into two major sections. The quantitative/survey section addresses strength of quantitative approaches in understanding the social distribution of knowledge, attitudes, and behaviors. The Qualitative/interview section reviews the strength of qualitative approaches in uncovering the meaning of behaviors.

Seven Strategic Conundrums
Mr. Press identifies seven forces that have—needlessly—paralyzed strategy development for hospitals. By knowing the sources of paralysis, leaders can find a way forward through the thicket of confusing environmental pressures and craft effective strategies.

The Strategic Management Cycle
In this presentation, Mr. Press explains that even organizations that do not have strategic plans have strategies—often by default or implication. This arises when leaders think strategy is fluffy stuff. Strategy is nothing more than organizational intent, whether expressed implicitly or explicitly. Implicit strategies often fail their organizations; Mr. Press explains why.

The Market Share Pyramid
Through this presentation, Mr. Press demonstrates that building upon the need to move clients from awareness of hospital services to a place as a loyal user of the hospital is the fundamental challenge facing each institutions marketing officer. This can only take place when the client is systematically introduced to use of the hospital and receives care which not only meets their needs but also earns their trust. This can be done by systematically addressing client positions at each point along the Marketing Pyramid. This systematic approach yields measurable benchmarks of behavior at each of the seven pyramid tiers.

Patients With Dollars—The Rise of Health Spending Accounts and the Strategic Implications
In this presentation, Mr. Press reviews the rise of “consumer driven” healthcare and the implications for hospitals and physicians.