In the discussion, respond to the following. Be sure to respond to all parts of this question in order to earn full credit.
- You are working for a health care organization that is starting a new service. You will be part of the roll-out for a new app that allows patients to access personalized health advice 24/7. What are some realistic branding strategies you could use to evaluate the new service? Be sure to provide rationale for your choices.
In the discussion, respond to the following. Be sure to respond to all parts of the questions in order to earn full credit.
- Looking back at the health care organization you identified in the first assignment, choose a specific product offered by that organization. Then, create an exploratory perceptual map for that product.
- In the discussion, share both your perceptual map (or a detailed description of your map) and what the map might mean for your chosen health care organization.
- Discuss whether would use a perceptual map in your current or desired profession. Explain why or why not.
Expert Solution Preview
As a medical professor responsible for creating college assignments and assessing student performance in a medical college, I understand the importance of developing innovative healthcare services and the significance of effective branding strategies in the healthcare industry. In this response, I will outline realistic branding strategies to evaluate a new app that allows patients to access personalized health advice 24/7, and discuss the use of a perceptual map for a specific product offered by a healthcare organization.
Answer to the content:
1. Realistic branding strategies to evaluate the new service:
a) Conduct market research and gather feedback: It is crucial to understand the target audience’s needs, expectations, and preferences. Conducting surveys, focus groups, and interviews can help gather valuable insights to fine-tune the branding strategy based on patient opinions and experiences.
b) Develop a strong brand identity: Creating a cohesive and visually appealing brand identity for the app is important. This includes designing a distinctive logo, choosing appropriate colors and fonts, and creating a consistent brand voice that aligns with the organization’s values and target audience.
c) Establish brand positioning: Clearly define the unique value proposition of the app and communicate it effectively. Highlight the app’s features, such as personalized health advice, convenience, and accessibility, to differentiate it from competitors.
d) Build trust and credibility: In the healthcare industry, trust is paramount. Incorporate trust-building elements such as testimonials, certifications from medical professionals or organizations, and demonstrating adherence to privacy and security standards.
e) Implement effective marketing and communication strategies: Utilize various channels to promote the app and reach the target audience. This may include online advertising, social media campaigns, partnerships with healthcare providers or influencers, and content marketing through blogs or videos.
f) Monitor and measure success: Continuously track the app’s performance by monitoring key metrics such as user engagement, retention rates, customer satisfaction, and online reviews. This data will provide insights for further improvements and optimization of the branding strategy.
Overall, the aforementioned branding strategies aim to create a positive perception of the app, differentiate it from competitors, build trust among patients, and create awareness and uptake of the new service.
2. Exploratory perceptual map and its implications for the healthcare organization:
For the chosen healthcare organization’s specific product, let’s consider a telemedicine service that offers virtual consultations with healthcare professionals. The perceptual map for this service could be based on two dimensions: convenience (ranging from high to low) and quality of care (ranging from superior to average).
On the perceptual map, we can position the telemedicine service based on its attributes related to convenience, such as 24/7 availability, ease of scheduling, short waiting times, and accessibility from various devices. Simultaneously, the quality of care can be assessed based on factors like the expertise and qualifications of healthcare professionals, patient satisfaction ratings, and successful treatment outcomes.
Based on the positioning on the perceptual map, the healthcare organization can glean valuable insights. If the service is positioned closer to the high convenience and superior quality quadrant, it indicates a strong competitive advantage for the organization. In contrast, if it falls closer to the low convenience and average quality quadrant, the organization may need to focus on improvements in accessibility and patient experiences.
To answer the additional question regarding the use of perceptual maps in my current or desired profession, as a medical professor involved in curriculum development and assessing student performance, I would not directly utilize perceptual maps in my role. However, understanding the concept and potential applications of perceptual maps can contribute to a broader understanding of marketing and strategic planning within the healthcare industry, allowing for more comprehensive discussions and considerations when evaluating healthcare services and strategies.