Performance and post-purchase evaluations provide important marketing data for health care organizations.
Performance and post-purchase evaluations provide important marketing data for health care organizations. Many consumers evaluate health care products for their own purposes, but when they share this information with the providing organizations, they offer insights into whether products are meeting consumer needs and expectations. For this Discussion, you conduct performance and post-purchase evaluations on a health care product you have tried.
To prepare:
- Reflect on a time you have consumed a generic product and a brand-named product for the same health condition (e.g., taking Motrin and/or store brand of ibuprofen for headache relief).
Note: If you have not had this experience, interview someone who has.
- From the consumer perspective, assess both products using performance and post-purchase evaluations. Consider each of the benefits segments for both products (i.e., cost, effectiveness, convenience, etc.) and whether or not you would purchase either product again.
Post a cohesive response to the following:
Using performance and post-purchase evaluations, assess a generic product and a brand-name product you have taken for the same health condition. Include the benefits segments for both products and whether or not you would purchase either product again. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Resources:
Thomas, R. K. (2020). Marketing health services (4th ed.). Health Administration Press.
- Chapter 15, “Marketing Planning” (pp. 417–432)
Crowther, E. R. (2014). A comparison of quality and satisfaction experiences of patients attending chiropractic and physician offices in Ontario. Journal of the Canadian Chiropractic Association, 58(1), 24-38.
Nemis-White, J., Torr, E., Gogovor, A., Marshall, L., Ahmed, S., Aylen, J., & Montague, T. (2014). Stakeholder surveys of Canadian healthcare performance: What are they telling us? Who should be listening? Who should be acting, and how? Healthcare Quarterly, 17(4), 22-27.
O’Connor, R. J. (2012). Postmarketing surveillance for “modified-risk” tobacco products. Nicotine & Tobacco Research: Official Journal of the Society for Research on Nicotine and Tobacco, 14(1), 29-42.
Requirements: 300-400 words
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