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DEPARTMENT OF HEALTH CARE ADMINISTRATION
COLLEGE OF HEALTH AND HUMAN SERVICES
CALIFORNIA STATE UNIVERSITY, LONG BEACH
Fall 2015
HCA 353 03- Marketing For Health Services Organizations
Instructor: Linda Martinez, Ph.D.
E-mail: linda.martinez@csulb.edu
Office Hours: Mondays 9:20 am to 10:20 am; Tuesday
7:00 am to 7:55 am - By phone anytime and by appointment
– Mondays, Tuesdays, and Wednesdays
Office Location SPA 027 (basement)
Cell Phone: 254-493-8666
Course: 6720
Class Hours: Tuesday/Thursday 8:00 to 9:15 a.m.
Class Room: VEC 326
Additional Contact Information:
HCA Program Administrative Coordinator: Deby
McGill, dmcgill@csulb.edu
Tel. 562/985-5694; fax 562/985-5886
Required: Berkowitz, E. N. (2011). Essentials of health care marketing,
3rd Ed. Sudbury, MA: Jones & Bartlett.
Required: LearnScapes for health care marketing. (2014). Available
online. Sudbury, MA: Jones & Bartlett.
(Must purchase code from CSULB bookstore,)
Other Requirements: E-mail address and Internet access to use the online BeachBoard course software
system the LearnScapes. If you have trouble with registration, contact the CSULB Technology Help Desk
by phone at 562-985-4959 via e-mail at helpdesk@csulb.edu or in-person at the North Campus Center.
Recommended:
American Psychological Association. (2010). Publication manual of the American Psychological
Association, 6th Ed. Washington, DC: Author.
Tuten, T. L. & Solomon, M. R. (2015). Social media marketing (2nd ed.). Thousand Oaks, CA: Sage.
Thielst, C. B. (2013). Social media in health care: Connect, communicate, collaborate (2nd ed.). Chicago:
Health Administration Press.
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Course Description: Prerequisites: Open to Health Care Administration majors only and a grade of "C" or better in
ECON 101 or ECON 300. Prerequisite/Corequisite: HCA 300.
Development of marketing strategies and analyses in a health care setting. Design of services to include pricing,
communication, distribution channels, and client motivation and services.
Letter grade only (A-F).
Course Outcomes, Competencies and Assessments. The Health Care Administration Department has adopted a
competency-based curriculum, based on the American College of Health Care Executives (ACHE) Competencies
Assessment Tool and the Healthcare Leadership Alliance (HLA) Competency Directory. This course is designed to
develop competencies in the business skills and knowledge - strategic planning and marketing (BSK-SPM). The
chart below describes course outcomes and how they will be met and measured.
Learning Objective
Domain
Competency
Demonstrate an understanding of the
fundamental principles of strategic planning
and marketing applied to service industries
generally and healthcare organizations in
particular.
5D
BSKSPM
Strategic planning
processes
development and
implementation
Investigate customer characteristics,
distribution channels, and competitors in a
healthcare market service area
5D
BSKSPM
Marketing plan
development
A2-Strategic marketing plan
Create a marketing communication piece
promoting a healthcare product or service
5D
BSKSPM
5D
BSKSPM
Marketing
principles and tools
A2-marketing communication
product
Marketing
principles and tools
A2-Strategic marketing plan, A3exams
Identify and appreciate the role of key
stakeholders for healthcare marketing activities
Activity (A1), Assignment (A2) or
Assessment (A3)
A1- In-class exercises; A2 - Strategic
marketing plan & presentation; A3exams
METHODS OF INSTRUCTION:
 Class lecture
 Small group problem-solving activities
 Informal peer content critique/feedback
 Informal and formal critique/feedback by the instructor
 Readings from class texts, class notes/material, and from additional sources
 Individual field and research activities/case report
ATTENDANCE: Regular preparation, attendance, and participation are necessary to maximize your benefits from this
class. In-class exercises, some of which will be done in groups, will be completed during the class meetings. All students
are expected to be prepared for class by having read the assigned material, completed the homework assignments, and to
participate in class discussions. Poor attendance will decrease your class grade.
Evaluation
Your grade will be based on the following criteria:
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Profile with Picture
Linked-In
Attendance/Ice Activity 30 @ 7 Points each
Quizzes over Weekly Readings 18 @ 10 points each
LearnScapes Evaluation Activities 4 @ 50 points each
Healthcare Advertisement Paper
Group Activity – Bulletin Board
Group Activity – Social Media
Presentation – 70 points
Handout to class – 30 points
Group Project
Proposal – 100 points
Develop an advertising plan for a hospital/clinic (PowerPoint Presentation) – 100 points
Sketch (Computer sketch) for a BillBoard/Magazine ad - 30
Individual retrospect of group – 20 points
Peer Feedback - 20 points
Midterm
Final Examination
Total Points
50
30
210
180
200
100
60
100
3.1%
1.8%
13.1%
11.3%
12.5%
6.3%
3.8%
6.3%
270
16.8%
200
200
1600
12.5%
12.5%
100%
Grading Scale
A
B
C
D
F
100% to 89.5%
89.4% to 79.5%
79.4.5% to 69.5%
69.4% to 59.5%
59.4% to 0%
1600 to 1432
1431 to 1272
1271 to 1112
1111 to 952
951 to 0
CLASS SCHEDULE AND ASSIGNMENTS
WK
1.
Session # Date
Week of 8/24
2.
DUE:
Online Profile
8/30
Linked-In
Invitation
8/30
Week of 8/31
3.
Monday 9/7
Labor Day
Week of 9/7
Topic
Syllabus and APA
Reading Assignments
Review syllabus, ask
questions.
Review APA
Assignment, Deliverable & Activities
In Class Exercise (ICE)
Online Profile Due 8/30 (Follow directions in
the syllabus)
Linked-In Invitation Due 8/30
Marketing overview;
Strategic and marketing
planning process
Chapter 1 (Pages 3-38)
Chapter 2 (Pages 41-79)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 1
Quiz over reading assignment Chapter 2
(Quizzes are on BeachBoard)
Chapter 3 (Pages 82-118)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 3
Campus Closed
Marketing strategy
LearnScapes
Representative
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Jennifer
Kaufman
4.
Week of 9/14
Buyer Behavior
Meet at
Library on
9/17
Library Orientation
Chapter 4 (Pages 125-157)
Meet at Library 9/17 Room 305– Bring
Laptops
DUE – Healthcare Advertisement Paper
Due:
Healthcare
Advertisement
Paper
9/20
5.
Week of 9/21
In Class Exercise (ICE)
Quiz over reading assignment Chapter 4
9/20
In Class Exercise (ICE)
Quiz over reading assignment Chapter 5
Quiz over LearnScapes Scenario 1
Marketing Research
Chapter 5 (Pages 161-192)
Patient Engagement
LearnScapes Scenario 1
Market segmentation
Developing customer
loyalty
Chapter 6 (Pages 195-228)
Chapter 7 (Pages 232-253)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 6
Quiz over reading assignment Chapter 7
Course Reader Chapter 8
In Class Exercise (ICE)
Quiz over reading assignment Chapter 8
MIDTERM
EXAM
Chapters 1 through 7
Online – will be open 10/6 at 10:00 am until
10/8 at 11:55 pm
Week of 10/12 Price
Chapter 9 (Pages 287-315)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 9
Quiz over LearnScapes Scenario 2
No In-Class
on Thursday
(Online
Assignment)
9/24
Watch LearnScapes and complete assessment
(save document and upload to the dropbox)
Due 9/27 by 11:55 pm
Due:
LearnScapes
Assessment
9/27
6.
Week of 9/28
7.
Week of 10/5
No class on
10/8
(Complete
Midterm
Online)
8.
No Class on
Thursday
(Online
Assignment)
10/15
Due:
LearnScapes
How are we doing?
LearnScapes Scenario 2
Watch LearnScapes and complete assessment
(save document and upload to the dropbox)
Due 10/18 by 11:55 pm
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Assessment
10/18
9.
Week of 10/19 Distribution
Chapter 10 (Pages 315-342)
Due:
Social Media
Group
Activity
10/22
10.
Social Media Group Activity due 10/22
Week of 10/26 Promotion
No Class on
Thursday
(Online
Assignment)
10/29
Due:
LearnScapes
Assessment
11/1
In Class Exercise (ICE)
Quiz over reading assignment Chapter 10
Recovery and Retention
Chapter 11 (Pages 345-371)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 11
Quiz over LearnScapes Scenario 3
LearnScapes Scenario 3
Watch LearnScapes and complete assessment
(save document and upload to the dropbox)
Due 11/1 by 11:55 pm
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Week of 11/2
Advertising
Chapter 12 (Pages 375-401)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 12
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Week of 11/9
Sales and Sales
Management
Chapter 13 (Pages 404-424)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 13
Work Group Projects
Group Project Proposal due to dropbox 11/15
by 11:55 pm
Chapter 14 (Pages 426-449)
In Class Exercise (ICE)
Quiz over reading assignment Chapter 14
Quiz over LearnScape Scenario 4
11/11
Veterans Day
Campus Closed
No Class
(Work on
Group Project)
11/12
Due Group
Project
Proposal
11/15
13
Week of 11/16 Controlling and Monitoring
No Class on
Thursday
(Online
Assignment)
11/19
Due:
LearnScapes
Assessment
11/22
Staying Relevant
Learning Scenario 4
Watch LearnScapes and complete assessment
(save document and upload to the dropbox)
Due 11/22 by 11:55 pm
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14.
15.
16.
Week of 11/23
Fall/
Thanksgiving
Break
Work on Group Presentations
Week of 11/30
Group Presentations
Due:
Presentation
Components
to the
Dropbox
11/30
Due to dropbox by 11/30 at 11:55 pm
Week of 12/7
Due:
Introspect of
your group
12/8
Group Presentation and Review
Due Introspect form of group activity
12/8 by 11:55
RELAX!!
PowerPoint Presentation
Sketch of advertisement
Covers material since Midterm
Final online
TBA
*Instructor reserves the right to alter or change assignments. Changes in the syllabus will be announced in class, via
email and on the BeachBoard. It is a student’s responsibility to remain updated on course changes.
ASSIGNMENTS AND PROJECTS: Each student is required to complete several projects. A student should utilize
library resources, the Internet, and other resources to complete these projects.
BeachBoard Profile (50 points)
Profile Page – this is the page on your BeachBoard (BB) home page – complete it there and I will check it
there.
The requirements for each section of the profile page are listed below:
Must have picture of yourself for full credit
Interests/Hobbies: At least 3
Favorite Music: Favorite type of music and favorite song
Favorite TV Shows: At least 3
Favorite Movies: At least 3
Favorite Books: At least 3
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Favorite Quotations: At least 1
Favorite Websites: At least 3 with description – describe even if it is a common site –and explain why you like it - be
creative on the sites
Future Goals: At least 3
Most Memorable At least 1 of your most memorable experiences and why it was memorable
Learning
Experience:
“I don’t have one is not an acceptable answer for any of the above.”
Linked-In Assignment (30 points)
You must join in linked (free version), complete the profile (with picture) and invite me to link with you. When I receive
the invitation, I will respond and check the profile. Remember, to complete the profile as though it is a resume. Do not put
anything that you would not want a potential employer to see.
Healthcare Advertisement Resources Paper (100 points)
Select two healthcare advertisements. Write a minimum of 200 words for each advertisement explaining the effectiveness
of each advertisement regarding healthcare marketing. Typed, using correct English grammar punctuation and spelling.
Take screen shot of the advertisements and add to the file. If you refer to any information you found in some resource,
you must cite it both in the text and in a reference list – APA formatted. You must cite where the advertisement was
found. You will have a reference list that has the source for the advertisement and any resources you used. At the very
least it will have the two advertisement sources cited.
Save in one file and upload to the BeachBoard dropbox.
LearnScape Evaluation Activities (200 points)
This is a virtual environment program that you must buy the code key from the bookstore. There will be 4 scenarios
during the semester covering various areas of marketing. It simulates an internship. At the end of each scenario, you will
have an evaluation exercise. You will complete the exercise, save it and upload it to the dropbox. You will be graded on
knowledge of the content that you learned during the exercise, ability to assimilate the information and use it as a basis for
the activity, correct grammar and APA formatting.
Group Activity Bulletin Board (100 points)
Two groups will be merged and there will be 4 groups with 10 people in each group. The group will design and post an
advertisement/information about health care administration to the glass display in the spa building. It will be replaced
approximately every two weeks by a different group. We will discuss this in class. Take a picture of finished product and
upload to BeachBoard.
Due dates will be discussed in class.
Social Media Group Handout/Presentation (100 points)
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Each group will select one of the social media vehicles and define it, describe it and explain how could be used in a
hospital, clinic, or urgent care setting. The social media possibilities include but are not limited to: Facebook, Twitter,
YouTube, Foursquare, LinkedIn, Groupon/LivingSocial, Blogs, Pinterest, etc… Your group needs to decide and let me
know ASAP, there can be no duplication. The group will present to the class a summary of 5 to 7 minutes and provide a
one page summary for each member of the class. Upload the handout to the BeachBoard Dropbox.
Presentation – 70 points
Handout to class – 30 points
Group Marketing Plan Presentation (270 points)
The group will develop a marketing plan for a hospital, family clinic, private physician, etc… from start to finish using all
the components that you have mastered during the course of the semester, both from the textbook and from LearnScapes.
Proposal – 100 point – Complete Sample Business Planning Manual (pp 451 – 484). Each team member needs at least 3
references (APA formatted). Upload to BeachBoard
Develop an advertising plan for a hospital/clinic (PowerPoint Presentation) – 100 points. Upload to BeachBoard
Sketch of for a Billboard/magazine ad – 30 points. Upload to BeachBoard
Individual retrospect of group – 20 points. Upload to BeachBoard
Peer Feedback - 20 points. Submit at the end of each class after presentations.
The end product will be a PowerPoint presentation, including needs survey, deficiency plan (employee training, etc…)
methods of delivery for marketing (with costs), how to implement in the business, sample of projected ads. Additionally,
you need to have some type of activity that engages the students in the class.
Be Creative!!!
Weekly Quizzes (10 points each)
These quizzes are open book and have 10 questions randomly selected from approximately 80 questions. You will have 5
true/false and 5 multiple choices. They are worth one point each. You will have 15 minutes to complete the quiz; you can
use your text, but be aware you only have 15 minutes. You will be allowed to take the quiz 2 times and the computer will
record the highest grade. Since it is a random selection, you most likely will not have any of the same questions on the
chapter quizzes. The LearnScape quiz only has 10 questions and you will only be allowed to take it one time. You will be
able to look at the questions and answers you missed two days after the test closes.
Mid-Term & Final (200 points each)
There will be an online mid-term and a final exam (multiple choice and true-false format). Exam questions will be a
randomized selection taken from the weekly quizzes chapters 1 - 7 and the LearnScape Scenario 1 questions.
The online final will cover the material since the midterm, a randomized selection from chapters 8 – 14 and LearnScapes
Scenarios 2, 3, & 4.
Additional Class Information
Class attendance is critical.
Each unexcused absence will lose 7 points for the day, per the grading assignments identified above. There will be no
make-up opportunities for unexcused absences.
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Excused absences will have the opportunity for a make-up assignment to regain the 6 lost points. Excused absences must
conform to university policy. THERE WILL BE NO EXCEPTIONS. Make-up assignments and documentation for
excused absences must be turned into the professor within 2 weeks of the absence date. It is the student’s responsibility to
provide documentation and meet with the professor for to obtain the make-up assignment.
Attendance policy conforms to University policy:
http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2001/01/.
Performance Expectations and Deadlines. Assignments are due on the date specified. If late work is accepted, it is
subject to a point reduction.
Withdrawal policy. Per University policy; see:
http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2002/02/. Withdrawal after 2nd week and
before final 3 weeks “permissible for serious and compelling reasons;” instructor will evaluate student withdrawal
requests on a case by case basis.
Classroom Rules
Turn off and put away cell phones or other electronic devices before class begins. Laptops are acceptable.
Arrive on time (be sure to sign sheet)
Actively participate in all classroom activities and discussions.
Be respectful of others’ opinions and perspectives.
You are responsible for ALL weekly reading assignments and are expected to have read the chapter prior to
attending the lecture.
Check BeachBoard regularly, including the grade book. If there is any discrepancy between the posted grades
and your records, advise the instructor immediately.
CSULB catalog rules apply in this classroom.
Student Responsibilities and University Policies
Cheating and Plagiarism. Please be aware of and ensure that your behavior conforms to University Policy, as
contained in the California State University, Long Beach Policy Statement 80-01:
http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2008/02.
Disabilities must be verified by the University. Instructor may require confirmation of disability and evaluation
of accommodation request from Disabled Student Services. A reminder that it is the student's responsibility to
notify the instructor in advance of the need for accommodations of a university verified disability”
Withdrawal policy. Withdrawal is the responsibility of student. Per University policy:
http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2002/02/. Withdrawal after 2nd week
and before final 3 weeks is “permissible for serious and compelling reasons;” instructor will evaluate student
withdrawal requests on a case by case basis.
Communications: Students are expected to check email and BeachBoard accounts regularly for class
announcements and their standing in the course.
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Commitment to Inclusion
California State University, Long Beach is committed to maintaining an inclusive learning community that values
diversity and fosters mutual respect. All students have the right to participate fully in university programs and activities
free from discrimination, harassment, sexual violence, and retaliation. Students who believe they have been subjected to
discrimination, harassment, sexual violence, or retaliation on the basis of a protected status such as age, disability, gender,
gender identity/expression, sexual orientation, race, color, ethnicity, religion, national origin, veteran/veteran status or any
other status protected by law, should contact the Office of Equity and Diversity at (562) 985-8256, University Student
Union (USU) Suite 301, http://www.csulb.edu/depts/oed.
Bibliography/References
Books
Cafferky, M. E. Managing word of mouth for leadership success: Connecting healthcare strategy and
reputation. (2004). Chicago: Health Administration Press.
Ehlers, J. (2010). Marketing senior housing. Bloomington, IN: AuthorHouse.
Fortenberry, J. L., Jr. (2010). Health care marketing: Tools and techniques Sudbury, MA: Jones &
Bartlett.
Goodgold, L. (2009). Red fire branding: How to create a hot personal brand so that customers and
clients choose you! El Monte, CA: New Win Publishing, Inc.
Harrison, J. P. (2010). Essentials of strategic planning in healthcare. Chicago: Health Administration
Press
Hicks, N. J. & Nicols, C. M. (2012). Health industry communication: New media, new methods, new
message. Sudbury, MA: Jones & Bartlett.
Johnson, R. L. & Brown, R. E. (2006). Crisis communication: Case studies in healthcare image
resolution. Marblehead, MA: Health Leaders Media.
Korzenny, F. & Korzenny, B. A. (2005). Hispanic marketing: A cultural perspective. Oxford, UK:
Elsevier Butterworth-Heinemann.
Marlowe, D. (2007). A marketer’s guide to measuring ROI: Tools to track the returns from healthcare
marketing efforts. Marblehead, MA: Health Leaders Media.
Mayo Clinic Center for Social Media. (2012) Bringing the social media revolution to health care.
Rochester, MN: Mayo Clinic Foundation for Education and Research.
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Ries, A. & Trout, J. (1993). Positioning : The battle for your mind. Boston: Warner Books. Classic
Topol, E. (2013). The creative destruction of medicine: How the digital revolution will create better
health care. New York: Basic Books.
Journals
Business: Advertising Age, Business Week, Fortune, Forbes
Academic/Healthcare: Journal of Advertising Research, Marketing Health Services, Health Marketing Quarterly,
Modern Healthcare, Hospitals and Health Networks
Web Sites
California HealthCare Foundation: Grant Information: http://www.chcf.org/grants.
Healthcare Marketing Matters: http://healthcaremarketingmatters.blogspot.com/
Healthcare Success Strategies: www.healthcaresuccess.com
Pew Research Internet Project: http://www.pewinternet.org/
Red Fire Branding: www.redfirebranding.com
Society for Healthcare Strategy & Market Development: http://www.shsmd.org/
Blogs
The Health Care Blog: http://thehealthcareblog.com/
Top 25 Health Care Blogs: http://www.cision.com/us/2013/10/top-25-healthcare-blogs/
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