The new health care. Report from the Strategic Marketing Leadership Forum reveals initiatives of forward-thinking marketers.
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Biomedical subjects
Publications and source records attributed to F J Weaver.
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Health care researchers have recently begun to use professional shopping to evaluate physician services. The results of two studies conducted by The Cleveland Clinic Foundation indicate that: (1) such studies are easily conducted; (2) physicians are comfortable with the use of professional shopping to obtain patient feedback; (3) the technique is a valuable research tool for improving medical services from a patient's perspective; and (4) there is potential value in using professional shopping as a quality assurance technique.
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Irrespective of the formal marketing structure successful marketing for health care organizations requires the input on many people. Detailed here is the Marketing Matrix used at the Cleveland Clinic Foundation in Cleveland, Ohio. This Matrix is both a philosophy and a tool for clarifying and focusing the organization's marketing activities.
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A comprehensive five-phase evaluation of the first Conference on Citizen CPR was implemented to measure its educational value and impact on attitudes regarding key issues in the lay CPR movement. Pre- and post-conference surveys of 480 members of the national CPR community and 165 conference participants along with an on-site evaluation of 152 participants indicated that participants felt that new and relevant information was presented and the conference resulted in little change in the attitudes of either participants or members of the national CPR community. The data reaffirm the educational value of conferences as new information was disseminated easily. However, the data raise questions about the impact conferences have upon attitudes, as only minor changes were reported. Weaknesses in the evaluation design are discussed, and recommendations for future conference evaluations are presented.
Data from a six-week hypertension campaign aimed at urban Mexican Americans were analyzed to document how they receive their health information and to identify the communication channels most likely to reach different segments of the Mexican-American community. The nine sources of information examined were doctor, nurse, pharmacist, family, friends, radio, newspaper, television, and magazine. The most common source of health information reported was doctor, followed by television, newspapers, magazines, family, and radio. Interview language (Spanish or English) was a significant predictor of the amount of health information received from all nine sources. Sex, family income, education, and age also were shown to affect the amount of health information received from various sources. Profiles of respondents most likely to use each source of health information are presented and implications for health educators are discussed.
Information describing the health status of the Spanish-speaking population, the nation's second largest minority, is extremely scarce. In particular, few studies have attempted to document the prevalence or ascertain the extent of treatment or the level of public awareness of hypertension or other cardiovascular diseases in this minority population. However, before any large scale effort to determine the prevalence or to determine the treatment and awareness needs related to hypertension is initiated, preliminary questions concerning how to reach and motivate the Spanish-speaking population to adopt cardiovascular health risk-reducing behaviors must be answered.
Lay persons trained in cardiopulmonary resuscitation (CPR) were evaluated six months after completion of a four-hour basic life support course to determine the degree to which CPR cognitive and psychomotor performance skills were retained. Evaluation criteria were based on the American Heart Association's recommended standards. The data disclosed a significant decrease in the resuscitators' retention of CPR knowledge and skills.
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