Final Exam Fall 2017 BA 306 Kaiser Permanente: Searching for a Better Way to Del

Question

Final Exam Fall 2017 BA 306 Kaiser Permanente: Searching for a Better Way to Deliver Healthcare From the window of her office on the 27th floor of Kaiser Permanente's headquarters building, Christine Paige looked out over a sweeping view of Lake Merritt in the heart of Oakland, Calitfornia. The lake's placid waters stood in stark contrast to the tumultuous healthcare industry hat Paige had to contend with every day in her role as Kaiser Permanento's Senior Vice President of Marketing. Founded in 1945 by industrialist Henry J. Kaiser and Dr. Sidney Garfield, Kaiser Permanente was originally established to meet the need for atfordable healthcare for Kaiser's steelworkers and shipbuiders. Kaiser Permanente had grown to become one of the nation's largest not-for- profit health plans, with approximately $50 billion in revenue, employing more than 180,000 staff and 17,000 physicians-and serving more than nine million members in California and eight other states and the District of Columbia. As the health insurance field grew more competitive, Kaiser Permanente management was becoming concerned that the organization was not fielding the most compelling marketing programs. They understood that the organization was viewed by many non-subscribers as a lower-qualitylower-value healthcare option. Specifically, in 2003, 75 percent of non-members would not even consider Kaiser Permanente for their healthcare coverage. This attitude stood in stark contrast to the fact that Kaiser Permanente members were far more satisfied with their care than those in competitive organizations It became clear that there was a need for a marketing communications effort to reverse the negative perceptions of Kaiser Permanente. The organization's advertising in the 1990s and early 2000s touted its highly qualified, caring physicians; but such claims were very similar to competitor messaging and failed to convey the innovativeness inherent in the Kaiser Permanente healthcare model. Such earlier marketing and advertising also did nothing to counter the periodic negative publicity about Kaiser Permanente's medical services. Although the marketing and advertising from that earlier era did not differentiate the Kaiser Permanente brand, it did help bolster internal morale among selected employees such as Kaiser Permanente physicians who were spotlighted in the ads Given those challenges and the uncertainties, Paige needed to provide management with her and her team's recommendations about the optimal next Permanente. moves for marketing Kaiser Your goals is to generate a research proposal. The research has to be clearly supporting informing the decision that Christine Paige has to make. Tasks: Problem Definition (30 points): 1. What kind of research will help management? Identify one market research problem and formulate the main question of the study 2. Generate research objectives

Explanation / Answer

As per KAISER PERMANENTE, it is looking for a good management to deliver the better healthcare in its organization. The research which is required to be undertaken is to identify the marketing opportunities and its problems. It is required to evaluate the marketing decisions and constantly monitoring the work performance to fix and improve the marketing process. Management is required to do a research based on the collection of data and the detailed analysis based on the research has to be done so that the results can be obtained and through that research it helps the organization to implement the new strategies to fix any issues which they are facing in the organization in achieving the goals.

One market research problem is MARKET CHARACTERISTICS; it is the target market where it is required to following the customer’s needs as per their cultures that might have the different views and different taste of purchasing also, so it is necessary to make effective strategies to fix the differences and fulfill the customer’s requirements.

Research objectives are like: (1) to monitor the performance of the organization and proctor the outcomes of the made strategies. (2) Detail interactions with customers are highly essential to develop new innovation in the organization; it will also help the management to boost their standards. (3) Issues which are coming or if there is a chance of any threat then it should be given the top priority for the escalation process so that the all the negative outcomes can be erased before it takes place.

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