Healthcare Marketing
- Details
- Category: Discipline
- Thomas, R. K. (2004). Marketing Health Services, Health Administration Press, Chicago, AUPHA Press, Arlington, VA. Smith, M. C., Perkins, J. G. & Siecker, B. R. (2000). Pharmaceutical Marketing ¿ Principles, Environment and Practice. Taylor & Francis. Smith, M. C. (1991). Pharmaceutical Marketing: Strategy and Cases. CRC Press.
- Pharmacy
- 4003
- 19577
- Healthcare Marketing
- IPLUSO4003-19577
- 1
- 5
- 0
- 4
- Não
- Português
- In this curricular unit, the Team-based learning (TBL) methodology is used, with tasks carried out in small groups, allowing the development of the ability to analyze and apply theoretical concepts.
- Mandatory
- Prepare a report that features the organization's stage of development from a marketing perspective. Know the areas of strategic and operational marketing based on new market trends in the provision of health services; Collect, understand and relate the information needs of "customers - users", allowing you to build a value proposition taking into account the capacity of the provision of health services organizations; Solve problems: determining the actions which will satisfy the needs of "customers / users" through the rigor of planning, implementation and control of marketing activities in a competitive market; Know and use the marketing tools tailored to each segment of "customers / users" of health services; Understand the importance of service excellence to the "customer / user".
- Marketing: theories and principles. Concepts, models and marketing tools. Definition and customer analysis. Identification of target audiences and segments. The marketing mix variables (4 P¿s) Development of marketing mix variables (4 P's). Structure of a marketing plan. Strategic communication planning in healthcare organizations. Qualitative studies and focus group - customer satisfaction Brand management and its importance in health management. Promotion services. Promoting actions to improve the quality and image of products and services. Importance of monitoring. The sensory marketing as a new trend. Marketing staff in the health perspective. Social marketing in health. Social responsibility applied to health. Customer loyalty.
Descrição
Data limite
Ponderação
Trabalho de Grupo
dd-mm-yyyy
60%
Apresentação do Trabalho
dd-mm-yyyy
20%
Trabalho Individual
dd-mm-yyyy
20%
A disciplina baseia-se em aulas teórico-práticas. A parte prática está orientada para a concepção e desenvolvimento de case studies - trabalhos práticos. Será dada importância ao trabalho de grupo para fomentar a discussão académica estruturada, e a partilha de experiências A classificação final (CF) da unidade curricular por avaliação contínua é obtida a partir das classificações obtidas no trabalho de grupo (TG) (60%), respectiva apresentação (AT)(20%) e trabalho individual (TI) (20%). Cada um dos momentos de avaliação a classificação mínima é de 8 valores. A classificação final é calculada a partir da seguinte fórmula: CF = 0,60 TG + 0,20 AT+ 0,20 TI. A classificação de todos os instrumentos de avaliação é expressa numa escala de 0 a 20 valores, sendo que o valor ponderado das classificações obtidas tem de ser igual ou superior a 9,5 valores.
- Semestral
- Currently the profile of consumers is increasingly demanding in the evaluation of the product, the characteristics of the service, the quality attributed to the products / services and the respective costs. In the health area, the marketing of goods and services is covered by these aspects and is based on 3Hs: humility, holisticity and humanity. In this case, the client, when looking for the health service, wants the best service, however, fear, anxiety and discomfort are often barriers in the relationship between client and health promoting agent. In this curricular unit, the concepts of marketing and strategies practiced in other industries will be addressed, as well as their applicability in products and services in the health area.
