AHM 250- Introduction To Health
Management (18-20) Questions And
Answers Latest Update
Marketing - Answers involves learning about the needs and wants of
potential customers through research, developing products to satisfy those
needs and wants, setting prices for these products, making customers
aware of their availability and features, and selling them.
marketing mix - Answers product, price, promotion, and distribution
Product development (or benefit design) - Answers is the process of
deciding what benefits a product will include and what other features it will
have:
• stipulating the healthcare services that will be covered (and not covered),
including deciding whether ancillary items such as prescription drugs and
dental and vision care will be included;
• stipulating any exclusions or limitations;
• setting benefits amounts and levels;
• setting cost-sharing amounts (deductibles, coinsurance, and copayments)
and any annual limits on the amount members can pay in cost-sharing;
• establishing rules for referrals and authorization;
• deciding how the provider network will be organized and what
credentialing criteria will apply;
, Q&A
• deciding whether out-of-network care will be covered, and if so at what
level and with what cost-sharing; and
• deciding if any benefits will be carved out and delivered by another
organization.
Product designers keep in mind - Answers trade-offs, geography,
trends
Trade-offs. - Answers A plan must balance features that will make a
product attractive to customers with a price that they will be willing to pay.
All customers would like to have a wide range of services covered, easy
access to specialists and nonnetwork providers, and low cost-sharing, but
are they willing to pay a premium high enough to support such a product?
Geography - Answers As noted, customer needs and preferences
may differ from one area to another, and a product must be designed to be
attractive in the locality where it will be marketed. For instance, a product
that would be competitive in a large city might not be in a rural area.
Trends - Answers We have seen how changes in customer
preferences have led to changes in product design. Product developers
must be aware of current and emerging trends and create innovative
products to address them.
promotion - Answers a business informs potential customers about
its products and itself, what products it offers, how much they cost, and
how they can be obtained. It seeks to highlight the advantages of its
products and persuade employers to sponsor them and employees to
enroll in them (or individuals to buy them).
, Q&A
branding - Answers using a name, design, symbol, etc. to quickly
identify a product or organization.
Advertising - Answers communication about a product or
organization through the mass media that is paid for by the seller
(television commercials, newspaper ads, etc.)
Publicity - Answers communication through the mass media that
provides information about a product or organization but is not paid for. For
instance, a health plan might sponsor a community event such as a charity
run or hold seminars on health topics that the local news media cover. It
might issue a press release to announce its accreditation, and this might be
reported as news.
Personal selling - Answers person-to-person communication with
the goal of selling a product. Typically, sales representatives visit or call
potential customers and try to persuade them to buy.
Sales promotion - Answers the use of incentives to encourage
customers to buy a product or sales representatives to sell it.
Distribution - Answers making products available to those who want
to buy them—in other words, selling.
five main distribution channels - Answers the internal salesforce,
agents, brokers, employee benefits consultants, and direct marketing.
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