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

Research Objectives for Kaiser Permanente

The above objective provide a framework to measure the perception on a set of parameters, help in clearly categorising the target audience and compare the results with the existing situation. In this research, we are not trying to identify the problem, since the problem has been identified by Christine Paige to be the brand perception in the market. Therefore, the primary objective is to find out why such a perception exists and what factors have contributed to such a perception about the brand.

The research would also want to guide some solutions and action points for the management. A second objective would therefore be focused on finding out how the perception about the brand can be changed. The research results of this can then be compared with existing and older brand campaigns and evaluated for how effectively they can be implemented.

Both the research objectives can be met with the same sample selection and methodology of data collection.

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