Please be mindful of the word count.

You are expected to participate in the weekly classroom discussion with relevant, purposeful and reflective thought.  Each week you will have 2 discussion questions. Your initial posts should be substantive and show a comprehension of the assignment and the material being discussed. The original post should approximate 300 to 400 words per question. You are also required to respond/comment on one of your fellow-classmates’ initial post with a minimum of 300 words. It is important that you are respectful and courteous at all times, any responses found inappropriate by the instructor will be promptly removed and you will be notified.  The grades assigned to these discussions result in the overall Participation Grade. Each discussion is worth 10 points. You must participate during the week a thread is assigned in order to receive any credit: That is from Monday through Monday 9am EST of each week. Any comments made after that will not be credited.

Week 6

Discussion 1

Please respond to the following: “Diffusion of Innovation”

Per the text, health care consumers vary in their willingness to adopt new product offerings, with some being quicker to adopt than others. Suggest the key reasons why you believe these variances exist. Provide a rationale with at least (1) example of a situation or scenario that would support your response.

Assess the importance of Everett Rogers’ Diffusion of Innovation Model as a tool for understanding the product adoption tendencies of health care consumer. Provide at least two (2) specific examples of Everett Rogers’ Diffusion of Innovation Model being used in a health care organization with which you are familiar.

Discussion 2

Please respond to the following: “Customer Experience Management”

Examine the potential mutual benefits that are afforded to health care organizations and their respective customer populations when health care organizations design and manage all-encompassing customer experiences. Provide an example of such potential mutual benefits to support your rationale.

Appraise the value of the innovation guidance for the assembly and management of customer experiences provided by Bernd Schmitt’s CEM framework. Provide at least two (2) specific examples of CEM framework that apply within a health care organization with which you are familiar.

Required Resources

Fortenberry Jr., J. L. (2010). Health care marketing: Tools and techniques (3rd ed.). Sudbury, MA: Jones and Bartlett.

Preparation

• Reading(s)
  • Chapter 21: Everett Rogers’ Diffusion of Innovations Model
  • Chapter 22: The DAGMAR Marketing Communications Spectrum
  • Chapter 23: Raphel & Raphel’s Loyalty LaIDer
  • Chapter 24: Bernd Schmitt’s CEM Framework

Supplemental Resources

Bowling, K. (2011). Health care goes retail. Marketing Health Services, 31(2), 20-23.

Huang, E., & Dunbar, C. (2013). Connecting to patients via social media: A hype or a reality?Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. doi:10.1177/1745790413477647

McKeever, J., & Zorzi, C. (2010). Connections that count. Marketing Health Services, 30(4), 20-23.

Oestreicher-Singer, G., Libai, B., Sivan, L., Carmi, E., & Yassin, O. (2013). The network value of products. Journal of Marketing, 77(3), 1-14.

Puzakova, M., Kwak, H., & Rocereto, J. (2013). When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings. Journal of Marketing, 77(3), 81-100.

Rao, S. (2012). Generating growth through patient-centered commercial strategies.Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical. doi:10.1177/1745790412450170

Smith, B. (2012). Excellence in market access strategy: A research-based definition and diagnostic tool. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. doi:10.1177/1745790412467641

Smith, B., Tarricone, R., & Vella, V. (2013). The role of product life cycle in medical technology innovation. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. doi:10.1177/1745790413476876

Thompson, D. & Malaviya, P. (2013). Consumer-generated ads: Does awareness of advertising co-creation help or hurt persuasion? Journal of Marketing, 77(3), 33-47.