Health Services Marketing Paper (HMGT 307)
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Health Services Marketing Paper (HMGT 307)
Instructions
Timberline Health, an integrated delivery system that serves individuals in five counties in eastern Washington, is looking at innovative ways to raise community awareness of its outpatient health services. As the new business development manager for hearing health services, Jack Andrews is in charge of determining the viability of marketing initiatives for the hearing service line and allocating resources to promotional activities that are expected to generate a favorable return on investment. Sponsoring the health and wellness pavilion at the Spokane County Fair is one possibility being considered. Comparable market research has revealed
that wellness fairs are helpful not only in teaching communities about potential risk factors for health problems, such as hearing loss, but also in improving consumer knowledge of new or current health services offered by local health organizations. These activities are critical to Timberline Health’s community goal.
Jack enlists the expertise of his organization’s epidemiologist, Dr. Ruth Litchfield, to assess the possible return on investment for this marketing effort because little is known about the hearing status of inhabitants in the target area. Dr. Litchfield’s analysis takes into account a number of aspects. She looks at public health data on hearing loss, as well as occupational and age distribution data for local individuals and a search of Timberline Health’s patient databases. She estimates the prevalence of hearing loss in the five-county service region at 18 percent, somewhat higher than the national average, based on her research (NIH, 2010). To assist him in his calculations, Jack obtains data from the fair’s sales and marketing department. Sponsorship include a $50,000 investment in the design and production of promotional materials, as well as the rental of pavilion space for the duration of the twelve-day event. According to data from the previous three years, 250,000 people attend the fair on average, with 1% visiting the wellness pavilion and participating in health screening services.
Timberline Health will need to invest in new portable audiology equipment if it wants to offer mobile hearing screening. Jack obtains a quote from his supplier, and the entire cost of new audiometers and audiometric booths is estimated to be $16,000. Timberline Health will test those who fail the initial screening (i.e. test positive for hearing loss) with existing diagnostic equipment, eliminating the need for additional hearing center equipment. Table 1 shows the vendor requirements for screening and diagnostic equipment.
1st Table
Specifications for vendor equipment
Equipment Sensitivity Specificity
Portable audiology equipment for free screening 88% 95%
Clinic-based audiology equipment for follow-up diagnostic testing 99% 99%In addition, Jack calculates that he has to cover three 6-hour shifts each day, with three audiologists on each shift to meet demand for screening tests. He plans to hire nine workers to cover the fair for the entire term. Audiologists are paid on an hourly basis.
$37.50.
Those who do not pass the fair’s initial screening are directed to an audiologist for a diagnostic test. In his calculations, Jack estimates that everyone who is referred for diagnostic testing sees an audiologist at one of Timberline Health’s hearing centers. Initial screenings are free at the fair, but Timberline Health charges $57.00 for a diagnostic hearing test, which costs the organization $24.00. Jack anticipates sales based on historical data and industry parameters.
Only 20% of persons who are diagnosed with hearing loss at hearing centers will purchase hearing aids (NIH, 2010). As shown in Table 2, he examines sales and margin data from the previous year to determine the product mix for his estimates.
2nd Table
Data on sales and profit margins
Hearing Aids Unit Price 2015 Sales Margin
Low-end $1,000 $400,000 24%
Mid-range $2,500 $1,250,000 46%
High-end $4,000 $400,000 60%Reference
The National Institutes of Health (NIH) is a federally funded research organization (2010, October 1). Hearing aids fact sheet Obtained from
National Institutes of Health, U.S. Department of Health and Human Services:
https://www.nidcd.nih.gov/health/hearing-aids
Write a Memorandum to your teacher on the subject of Statistical Data Representation in the Timberline Health Case Study (no more than 2 pages).
1. Create a 2-by-2 contingency table to calculate the total number of people who fail the screening test and are sent to the hearing facilities for diagnostic testing.
2. Create a 2-by-2 contingency table to establish the total number of people who fail the diagnostic test, which reflects the hearing aid target market.
***For each table, make a list of the data (and computations) you utilized.
3. Describe the differences between portable audiology equipment and clinic-based audiology equipment in terms of sensitivity and specificity.
4. Describe why the sensitivity and specificity of clinic-based audiology equipment for follow-up diagnostic testing are higher than for home-based audiology equipment.
For a free hearing test, bring your own portable audiology equipment.
**When applicable, use APA format to cite trustworthy sources.
Note:
The screening and diagnostic tests are assumed to be independent in this scenario, with the first test having no effect on the results of the second, despite the fact that this is rarely the case with a sequence of tests. The target market, or total number of prospects for hearing aid sales from the proposed marketing campaign, is the group of people who test positive for hearing loss.
Table TN-1 is a 2-by-2 contingency table that can be used as a guide:
Contingency table construction
Test result Disease (D) No Disease (NoD) Total
PositiveNegative (a)
True Positive (b)
False Positive (a + b)(c + d)
(c)
False Negative (d)
True Negative
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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