Assignment task:
Imagine you have been hired as a healthcare manager for a large health system in an urban area. Your CEO has asked you to report on the impact of social media, advertising, and other external influences on consumer behavior and consumer choice of a managed care plan. Health care managers must know how to compare how healthcare organizations use technology to interact with consumers. To use your skills in innovation to connect with your consumers, it is important you understand consumer demographics to be able to determine the positive and negative impacts media, social networks, branding, marketing, and communication have on healthcare consumer choices. Healthcare managers must learn to utilize every form or channel of communication to effectively attract and retain customers based on their communication preferences, healthcare needs, and lifestyle.
Communicating with consumers
Consider what you know about consumer behavior and the importance of innovation in health care in your responses.
1. What impact do news media and social networking have on consumers' choice of healthcare services?
2. Describe how healthcare organizations' branding, marketing, and communication influence a consumer's choice when considering an appropriate healthcare service. Consider positive and negative influences.
3. Explain how communication and educational efforts may differ when marketing healthcare services to consumers of different generations. Consider why it is important to communicate and educate differently across generations when marketing healthcare services.
Cite at least 2 peer-reviewed, scholarly, or similar sources.
Format your references according to APA guidelines.