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UCLA DEPT OF HEALTH SERVICESPROGRAM IN HEALTH POLICY AND MANAGEMENT

Leah Vriesman, PhD, MHA, MBA

Assistant ProfessorOffice: 61-253A

Cell: 310.844.4224Fax: 310.825.3317

Office hours: Mondays 9:30-10:30 or by appointmentE-mail:vriesman@ucla.edu

Marketing in health care has changed drastically in the last ten years. In the past, most

health care professionals scorned the idea and interpreted it solely as advertising. Thishas changed as the health care environment continues to evolve at a fast pace and it isnecessary for all health care professionals to understand the principles and applications ofmarketing in a new business environment.

Kotler defined marketing as the analysis, planning, implementation and control ofcarefully formulated programs designed to bring about voluntary exchanges of values intarget markets for the purpose of achieving organizational objectives. It relies heavily ondesigning the organizations offerings in terms of the targeted markets needs and desires,and on using effective pricing, communications and distribution to inform, motivate, andserve markets.

During this course, you will have the opportunity to:

better understand healthcare & pharmaceutical markets and consumer behavior; consider the role of marketing in health care delivery, define the marketing process, analyze market research, and review marketing approaches of different organizations.The ethical considerations of these activities will be considered from the perspective of thehealthcare manager, the funding organization, and the consumer.

You will also be exposed to social marketing, a relatively new concept where marketingtechniques are used to change behavior. The textMarketing for Social Change is based onnearly twenty years of work by Alan R. Andreasen. One of the objectives is to move thecustomer from ignorance and indifference to action and ultimately maintenance of thataction.

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mailto:vriesman@ucla.edumailto:vriesman@ucla.edu

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Upon completion of this course, the student will:

Firmly comprehend the basics of marketing principles, concepts and origins Understand the role of marketing in the health care industry and similarities and

differences within the pharmaceutical and biotechnology industries.

Be able to examine broad environmental trends and their strategic implications beforeany marketing activity or service is put in place.

Appreciate the processes of market planning and data collection. Discover sources of information to stay current with rapid technological changes in the

industry.

Understand the FCC and FDAs role and oversight related to the conduct of healthcareand pharmaceutical marketing practices.

Read and analyze marketing case studies, demonstrating a better understanding of aparticular product and its path to consumers; the financial impact of its development;competition; and its social relevance and market appeal.

We will be staying up-to-date with course information, assignments, and group discussionof study questions via a Google group site titled Healthcare Marketing. If you areregistered via URSA, youve been added and received an email invitation. You can find itat: http://groups.google.com/group/Healthcare-Marketing. More information will bepresented in class regarding this mode of instruction.

2 Case Studies @ 20 pts each 40Final Exam 40

Conferencing Participation and Contribution 20

Students are obliged to refrain from acts that they know, or under the circumstances havereason to believe, will impair the integrity of the university. Violations of integrity include,but are not limited to: cheating, plagiarism, unauthorized multiple submissions, providingincomplete information to any agent of the university for inclusion in academic records,and the failure to report forgery.

Thomas, R. K. Marketing Health Services. AUPHA Press-Arlington, VA and HealthAdministration Press/ACHE-Chicago, IL. 2005.

Andreason, A. Marketing for Social Change. Jossey-Bass, San Francisco, CA. 1995.

Case studies and supplemental articles and data provided in class or on the web.

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UCLA Department of Health ServicesWednesdays, 10:00-11:50 a.m.

Spring, 2006

General Marketing and its Healthcare OriginsSocietal and Healthcare Context for MarketingBasic Marketing ConceptsChallenge of Healthcare Marketing

Nature of Healthcare Markets

Healthcare Consumers and BehaviorProducts and ServicesFactors in Healthcare UtilizationThe Case Method Introduction

Market StrategiesMarket/Marketing Research Case Discussion:

Marketing Planning, Process, and Implementation Perth Amboy (A/B)Data Collection

Classification 4 Ps vs. 4 RsPromotion, Advertising, SalesEmerging Marketing Techniques

PatientsHospitalPhysicians Case #1: CHPPayersManaged Care FormulariesRetail Pharmacy / Pharmacy Benefit Managers

FDA RegulationsTechnological Advances Case #2: WestonSociopolitical Issues

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Case Discussion:

World Markets Abbotts Kaletra in ChinaRe-importationGlobal Distribution and Charity

Structural Innovation and System Changes

Predicted ExpendituresROI / OutsourcingMarketing Innovation / e-Health

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