Chapter 1 provides a brief history of the U.S. healthcare delivery system and trends in healthcare delivery. It also focuses on the challenges of competitive marketing and defines healthcare marketing. As you read this chapter, consider the following questions:How has the healthcare delivery system in the U.S. evolved?In what ways does healthcare marketing impact the way in which products and services are marketed?What is the role of healthcare marketing in today’s healthcare industry?Chapter 2 focuses on the growth of marketing efforts in healthcare. You will learn about the history of marketing in healthcare and how it meets the needs of patients, physicians, the public, and payers. With the high cost of healthcare, there is a need and incentive for patients to shop around, and with the inception of the internet and social media, patients have more options for their healthcare products and services. Within this chapter you will be introduced to the concept of “healthscape” and how patients are seeking (and expecting) high-quality healthcare and services. As you read this chapter, consider the following:How have consumers’ expectations and attitudes about healthcare been influenced by changes in healthcare policy, and how has this influenced healthcare marketing?What are some situations in which patients, physicians, the public, and payers are healthcare consumers?How have healthcare marketers become more valuable to healthcare organizations?
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IHP 510 Module One Marketing Exercise Guidelines and Rubric
Mayo Clinic’s Atrium Healthscape
Overview: For this task, you will examine how the Mayo Clinic’s creation of a “healthscape” aligns to the organization’s mission and goals and adds value to its
target audience.
Prompt: First, review the module resources. Then, review Mayo Clinic Music Fun, and read about the impromptu and planned events that have occurred around
the Mayo’s atrium piano.
In a 1- to 2-page paper, address the following:
Healthscape: Why is the healthscape (the service areas, waiting rooms, and architecture of a healthcare organization) considered marketing for the
Mayo Clinic?
Alignment: How does this healthscape align to the Mayo Clinic’s mission and goals?
Customers: What customers are served by the hospital atrium and the events that occur around the piano?
Value: How does the atrium and these events offer value to Mayo Clinic’s customers?
Refer to the Mayo Clinic Music Fun article and video, your texts, and other course resources to support your responses.
Rubric
Guidelines for Submission: The short paper should follow these formatting guidelines: 1 to 2 pages in length, double spaced, 12-point Times New Roman font,
one-inch margins, and citations in APA style.
Critical Elements
Healthscape
Exemplary (100%)
Meets “proficient” criteria and
demonstrates sophisticated
understanding of healthcare
marketing efforts
Proficient (90%)
Describes why the healthscape
is considered marketing for the
Mayo Clinic
Alignment
Meets “proficient” criteria and
demonstrates sophisticated
understanding of healthcare
marketing efforts
Describes how the healthscape
aligns to the Mayo Clinic’s
mission and goals
Needs Improvement (70%)
Describes why the healthscape
is considered marketing for the
Mayo Clinic, but description is
cursory or lacking in detail or
accuracy
Describes how the healthscape
aligns to the Mayo Clinic’s
mission and goals, but
description is cursory or lacking
in detail or logic
Not Evident (0%)
Does not describe why the
healthscape is considered
marketing for the Mayo Clinic
Does not describe how the
healthscape aligns to the Mayo
Clinic’s mission and goals
Value
22
22
Customers
Meets “proficient” criteria and
support demonstrates keen
insight into how the clinic
serves specific populations
Identifies the customers who
are served by the Mayo Clinic’s
hospital atrium and the events
that occur around the piano,
supporting response
Value
Meets “proficient” criteria and
description demonstrates a
sophisticated understanding of
healthcare marketing efforts
Discusses how the atrium at
the Mayo Clinic and its events
offer value to its customers
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented
in a professional and easy-toread format
Submission has no major
errors related to citations,
grammar, spelling, syntax, or
organization
Identifies the customers who
are served by the Mayo Clinic’s
hospital atrium and the events
that occur around the piano,
but response is cursory or
lacking in detail or support
Discusses how the atrium at
the Mayo Clinic and its events
offer value to its customers,
but discussion is cursory or
lacking in detail or logic
Submission has major errors
related to citations, grammar,
spelling, syntax, or
organization that negatively
impact readability and
articulation of main ideas
Does not identify the
customers who are served by
the Mayo Clinic’s hospital
atrium and the events that
occur around the piano
22
Does not discuss how the
atrium at the Mayo Clinic and
its events offer value to its
customers
22
Submission has critical errors
related to citations, grammar,
spelling, syntax, or
organization that prevent
understanding of ideas
12
Total
100%
…
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