BUSML 7715: Attracting and Retaining Customers in Health Sciences
Professor:
Office:
Email:
Telephone:
Shashi Matta, PhD
554 Fisher Hall
matta.6@osu.edu
(614) 292 – 2901
Classroom:
Classes:
Office Hours:
265 Gerlach Hall
Th 9:00 – 12:00
W 5:00 – 6:00
or by appointment
Course Objectives
“Marketing is not a function. It is the whole business seen from the customer’s pint of
view.”
– Peter F. Drucker
In the most general sense, the success of any organization – either for-profit or non-profit –
depends largely on how well it can attract and retain customers, in order to achieve its
goals. To attract customers, the organization must have something of value to offer to
them. The central premise of marketing, therefore, is all about understanding, creating,
communicating and delivering value to customers.
This course on attracting and retaining customers in health sciences is designed to provide
future practitioners and decision makers in health science organizations an appreciation of
the role of marketing and how it grows and sustains a business.
Our learning objectives in this course include – a) Developing a structured approach to
understanding, segmenting and targeting customers, b) Positioning, designing and
branding a health care service / practice, and c) Implementing a communications and
retention strategy.
Required Course Materials
Most required readings for this course are included in a Course Packet available for
purchase from Harvard Business Publishing (link available on Carmen). The two
remaining required readings are available free of charge (no copyright charges), on
Carmen, under the Content tab. Please refer to the detailed course schedule (p 3 – 6) and
read the assigned articles and cases for each class.
Class Slides and Supplemental Materials
Class slides will be posted on Carmen, after each class, prior to midnight. Other course
materials will be made available on Carmen, as and when necessary.
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Evaluation: Graded Components, Grading Scale, and Instructor Expectations
Grade Structure
1.
2.
3.
4.
Class Participation and Contribution
Team Case Analyses (2 cases, 15% each)
Marketing Plan Assignment
Final Exam
20%
30%
20%
30%
__________________
Total
100%
Grading Scale
A
AB+
B
BC+
C
93-100
90-92.99
87-89.99
83-86.99
80-82.99
77-79.99
73-76.99
Exemplary Performance
Strong Performance
Good Performance
Adequate Performance
Adequate Performance, with some deficiencies
Weak Performance, with serious deficiencies
Poor Performance, with pervasive deficiencies
Performance below the “C” level will be addressed on a case-by-case basis.
Instructor Expectations
1. You are expected to be well prepared for class discussions by thoroughly reading the
assigned articles and cases prior to each class session.
2. Since this is a seven-week course, you are expected to attend all class sessions; missing
classes or failing to participate in class discussions will adversely affect your learning
the class participation grade.
3. You are encouraged to ask questions and meet with the instructor during office hours.
4. Laptops, tablets, smart phones and cell phones need to be switched off for the duration
of the class so as to respect class learning and to maintain class etiquette.
5. Your feedback is encouraged and welcomed throughout the duration of the course!
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Thursday, June 19: Marketing Strategy and Consumer Behavior
June 19 Session # 1A
9:00 – 10:30
Introduction to Marketing Strategy
Key Concepts: Definition, Scope of Marketing, Marketing Strategy in Health Care
Readings:
¤
A Note on Marketing Strategy
¤
Engaging Doctors in the Health Care Revolution
June 19 Session # 1B
Consumer Behavior: Part 1
10:40 – 12:00
Key Concepts: Consumer Psychology & Behavior, Consumer Decision-Making
Readings:
¤
Want to Perfect Your Company’s Service? Use Behavioral Science
¤
The Consumer Decision Journey (on Carmen)
Thursday, June 26: Introduction to Segmenting, Targeting & Positioning
June 26 Session # 2A
Consumer Behavior: Part 2
Readings:
9:00 – 10:30
¤
Emotional Cues that Work Magic on Consumers
¤
98% of HBR Readers Love this Article
June 26 Session # 2B
10:40 – 12:00
Segmentation, Targeting & Positioning
Key Concepts: The STP process, Positioning & Marketing Strategy, Positioning Statement
Reading:
¤
Market Segmentation, Target Market Selection, and Positioning
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Thursday, July 3: STP in Action, and, Introduction to Product/Service Management
July 3
Session # 3A
STP in Action
9:00 – 10:30
Case 1:
¤
Metabical: Positioning & Communications Strategy
Deliverable:
Team Case Analysis Due by 11:59 pm on July 2
July 3 Session # 3B 10:40 – 12:00
Introduction to Product / Service Management
Key Concepts: Products vs Services, Growth Strategies, Service Design and Management
Readings:
¤
Putting the Service Profit Chain to Work
¤
Clueing in Customers
Thursday, July 10: Service Management Growth Strategies
July 10
Session # 4A 9:00 – 10:30
Service Design and Management
Readings:
¤
The Four Things a Service Business Must Get Right
¤
Health Care’s Service Fanatics
July 10
Session # 4B 10:40 – 12:00
Product / Service Growth Strategies
Case 2:
¤
Dr. Tim’s Premium All-Natural Pet Food
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Thursday, July 17: Building a Strong Brand
July 17
Session # 5A 9:00 – 10:30
Brands and Brand Equity
Key Concepts: Definitions, Brand Architecture / DNA, Brand Equity
Readings:
¤
Perspectives on Brand Equity
¤
Building a Strong Services Brand: Lessons from Mayo Clinic
July 17
Session # 5B
Branding in Action
10:40 – 12:00
Case 3:
¤
Branding Yoga
Deliverable:
Team Case Analysis Due by 11:59 pm on July 16
Thursday, July 24: Integrated Marketing Communications
July 24
Session # 6A 9:00 – 10:30
Integrated Marketing Communications
Key Concepts: IMC, Models of Communication, Social and Digital Media
Readings:
¤
Marketing Communications
¤
Perfect Message at the Perfect Moment
July 24
Session # 6B 10:40 – 12:00
Social and Digital Media
Readings:
¤
Community Relations 2.0
¤
Demystifying Social Media (on Carmen)
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Thursday, July 31: Customer Retention, Loyalty & Lifetime Value
July 31
Session # 7A 9:00 – 10:30
Measuring & Sustaining Brand Equity
Readings:
¤
Putting the ‘Relationship’ Back into CRM
¤
Stop Trying to Delight Your Customers
July 31
Session # 7B 10:40 – 12:00
Tracking Loyalty and Measuring Customer Lifetime Value
Readings:
Deliverable:
¤
The One Number You Need to Grow
¤
Customer Profitability and Lifetime Value
Marketing Plan Assignment due by 9:00 am on July 31
Final Exam: Wednesday, August 6, 8:00 to 11:00 am
August 6
Final Exam
Comprehensive Case Exam
Note :
8:00 – 11:00
¤
Time allotted: 180 minutes
¤
Open Notes (only notes and class slides allowed, no course readings)
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Cases Analysis Questions
Case 1. Metabical: Positioning and Communication Strategy
1. What is the decision-making process for Metabical? Who is involved in the process?
2. How should Printup think about the segmentation of potential Metabical consumers?
Who is the optimal target consumer?
3. How should CSP identify and employ the differential advantages that Metabical offers
to position itself in the marketplace?
4. Given the positioning strategy you chose, what would be your communications strategy
to each of your target audiences?
5. Would you change the marketing budget or the IMC mix? If so, how? What would the
timeline for your communications plan look like?
Case 2. Dr. Tim’s All-Natural Pet Food
1. What are the key issues in this case with respect to Dr. Tim’s?
2. Provide a specific example for each of the four growth options available to Dr. Tim’s.
3. What are the top queries related to the Google Analytics keyword “pet food”? Are there
any themes that can be emphasized on Dr. Tim’s website to attract additional consumers
for existing products (i.e., a penetration strategy for growth)?
4. Based on your analysis of the available web analytics data, what are some insights that
could be important if the company decides to follow a product development strategy?
5. Based on your analysis of the available web analytics data, are there any patterns that
could be important if Dr. Tim’s decides to explore a market development strategy for
growth using the Google Keyword Tool?
6. Which country and city have the most Google searches for “dog/cat treats”? Based on
this analysis of web analytics data for “dog/cat treats,” which new market and product
would you recommend Hunt consider if he were to follow a diversification strategy?
Case 3. Branding Yoga
1. What value has the branding of Yoga created? How has this value been created? By
whom has this value been created and for whom?
2. What is your evaluation of the branding business models developed by a) Bikram
Choudhury and b) Tara Stiles?
3. Which of these models is more sustainable and competitively stronger? Explain.
4. Develop a Brand Pyramid for each of the two brands.
5. Present a model to valuate each of these two brands (make assumptions as necessary
and refer to sources outside of the case), and comment on the Brand Equity of these two
brands.
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Guidelines for Course Deliverables
Class Contribution:
Quality contribution to class discussions is a key component of learning in this class. This
involves insightful comments, sharp analysis, active listening, and constructive
participation. Needless to say, merely using up airtime does not translate into a higher
contribution grade.
Team Case Analyses:
Each team (of five students) is required to write two case analysis reports (Case # 1 is due
on July 2, at 11:59 pm, and Case # 3 is due on July 16, at 11:59 pm). Case Analysis
Questions are on page 7 of this syllabus document. Page limit and formatting: 7 pages,
single-spaced, Times New Roman 12, with 1” margins on all sides; figures, tables and
appendices can take up an extra 3 pages. Case Analyses have to be uploaded to the
dropbox folder on Carmen. Delayed submissions will incur a grade point penalty for
every six hours of delay. Each case counts for 15% of the final grade.
Marketing Plan Assignment:
Each students will be required to develop a Marketing Plan for an organization / brand of
their choice, from any one of the following three categories – a hospitality service, a financial
solutions firm, or a health care service firm. There is no specific, required format for this
assignment. Please refer to the article, “Linking Marketing Plans to the Balanced
Scorecard,” for components of a marketing plan. This reference article in under the
Content tab on the Carmen course website. Page limit and formatting: 7 pages, singlespaced, Times New Roman 12, with 1” margins on all sides; figures, tables and appendices
can take up an extra 3 pages. Marketing Plan Assignments must be uploaded on to the
dropbox folder on Carmen by 9:00 am on July 31. A penalty of one grade point will be
incurred for every day of late submission.
Final Exam:
The Final Exam will consist of a comprehensive case analysis to be completed in 180
minutes. You are allowed to refer to your notes and class slides (however, course packet
readings are not allowed). Your case analysis and proposed solution will be evaluated on
how well you’ve been able to integrate the concepts and frameworks learned in class to
provide a sound, strategic plan. The case for the final exam will be released 24 hours in
advance. However, the case questions will only be revealed at the start of the exam, on
Wednesday, August 6, at 8:00 am.
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