HSM430
Planning & Marketing for Health Services
Organizations
4.0 Credits
Final Exam Review (Qns & Ans)
2025
©2025
, 1. Case Scenario:
A regional health organization is developing its strategic marketing
plan. The management team starts with a SWOT analysis to
understand internal strengths and weaknesses as well as external
opportunities and threats.
Question:
Which of the following correctly defines “opportunities” in a SWOT
analysis for a health services organization?
Options:
A. Internal resources that offer competitive advantages
B. External factors that could be leveraged for growth
C. Areas where the organization lacks resources
D. Internal challenges that need to be addressed
Correct ANS:
B. External factors that could be leveraged for growth
Rationale:
In SWOT analysis, “opportunities” refer to external conditions or
trends (such as demographic shifts, policy changes, or
technological advances) that the organization can capitalize on to
improve performance or market share.
---
2. Case Scenario:
A health services organization is evaluating its competition by
performing a market analysis to position itself uniquely.
Question:
Which of the following best describes competitive positioning in
health services marketing?
Options:
A. Setting prices solely based on cost
B. Defining a distinctive value proposition relative to competitors
C. Focusing on increasing patient volume only
D. Relying exclusively on traditional advertising methods
Correct ANS:
B. Defining a distinctive value proposition relative to competitors
Rationale:
©2025
, Competitive positioning involves establishing a unique identity and
value proposition that distinguishes the organization from its
competitors, leading to greater patient attraction and loyalty.
---
3. Case Scenario:
A managed care network is using digital channels to communicate
with both patients and providers.
Question:
Which digital marketing strategy is most critical for enhancing
patient engagement in today’s healthcare market?
Options:
A. Search Engine Optimization (SEO)
B. Social media marketing with targeted content
C. Print advertising in local newspapers
D. Direct mail brochures
Correct ANS:
B. Social media marketing with targeted content
Rationale:
Social media marketing offers interactive platforms that facilitate
two-way communication, personalized content, and engagement,
making it particularly effective for connecting with a diverse patient
population in real time.
---
4. Case Scenario:
An organization is reviewing its payment models and incentive
structures to promote efficient care delivery among its provider
network.
Question:
What managed care payment model pays a fixed amount per
enrollee, regardless of the number of services utilized?
Options:
A. Fee-for-service
B. Capitation
C. Bundled payments
©2025
Planning & Marketing for Health Services
Organizations
4.0 Credits
Final Exam Review (Qns & Ans)
2025
©2025
, 1. Case Scenario:
A regional health organization is developing its strategic marketing
plan. The management team starts with a SWOT analysis to
understand internal strengths and weaknesses as well as external
opportunities and threats.
Question:
Which of the following correctly defines “opportunities” in a SWOT
analysis for a health services organization?
Options:
A. Internal resources that offer competitive advantages
B. External factors that could be leveraged for growth
C. Areas where the organization lacks resources
D. Internal challenges that need to be addressed
Correct ANS:
B. External factors that could be leveraged for growth
Rationale:
In SWOT analysis, “opportunities” refer to external conditions or
trends (such as demographic shifts, policy changes, or
technological advances) that the organization can capitalize on to
improve performance or market share.
---
2. Case Scenario:
A health services organization is evaluating its competition by
performing a market analysis to position itself uniquely.
Question:
Which of the following best describes competitive positioning in
health services marketing?
Options:
A. Setting prices solely based on cost
B. Defining a distinctive value proposition relative to competitors
C. Focusing on increasing patient volume only
D. Relying exclusively on traditional advertising methods
Correct ANS:
B. Defining a distinctive value proposition relative to competitors
Rationale:
©2025
, Competitive positioning involves establishing a unique identity and
value proposition that distinguishes the organization from its
competitors, leading to greater patient attraction and loyalty.
---
3. Case Scenario:
A managed care network is using digital channels to communicate
with both patients and providers.
Question:
Which digital marketing strategy is most critical for enhancing
patient engagement in today’s healthcare market?
Options:
A. Search Engine Optimization (SEO)
B. Social media marketing with targeted content
C. Print advertising in local newspapers
D. Direct mail brochures
Correct ANS:
B. Social media marketing with targeted content
Rationale:
Social media marketing offers interactive platforms that facilitate
two-way communication, personalized content, and engagement,
making it particularly effective for connecting with a diverse patient
population in real time.
---
4. Case Scenario:
An organization is reviewing its payment models and incentive
structures to promote efficient care delivery among its provider
network.
Question:
What managed care payment model pays a fixed amount per
enrollee, regardless of the number of services utilized?
Options:
A. Fee-for-service
B. Capitation
C. Bundled payments
©2025
