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Feb 20, 2024

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Marketing Research MHA/506: Ethical Marketing: The New Health Care Economics UOP By LaFonda Hollowell Due 7/31/2-23 Prof. Dianna Iobst

Faith and Main Analysis In the past 10 years, there was a merger of three organizations that formed ECRH. The reason for this merger was to become a leader in healthcare by improving their services to fit the needs of the communities. Within the last year of the companies merging, ECRH signed a contract with Faith and Main to do a study on the services offered to women. When analyzing the case study presenting the women’s health center at East Chestnut Regional health system, it is critical to comprehend and examine the market analysis completed by Faith and Main. Marketing is a way to get people interested in business goods and services a business has to offer. Looking at the services offered at the women’s health center, it is noticeable that there is a decline in services. The competition has started to create services that have attracted patients that once were patients of ECRH. Faith and Main study shows that 72% of women would consider using East Chestnut and that 36% of women in the service area would travel across county lines to receive excellent women’s health services. ECRH must find out what services women are looking for in order to keep them around. A poll that was conducted showed that women in the area are looking for services such as breast care, gynecological, and a host of other services for women. It also showed that women have a high interest in more female doctors and having several services in one spot for convenience. The report shows a percentage of women also expect same-day appointments. Their study also showed that 24% of all Chestnut County women, and 26% of all collar county women stated that there is a need in adding more primary care doctors and more children’s care with urgent care access. Upon doing some secondary research It was found that Faith and main did not cover everything regarding women's health services. The study in the first article that was researched

showed that improving access to sexual and reproductive health services for women remains a public health challenge. Gender Norms and Access to Sexual and Reproductive Health Services Among Women says that “the study aimed to explore how gender norms influence access to sexual and reproductive health services.” The most prevalent gender norms for women include parental opposition to, stigmatization of, and social exclusion of girls from, services for sexual and reproductive health education; strong family influence over contraceptive use; women's adherence to pregnancy monitoring, and access to supervised delivery (Gender Norms and Access to Sexual and Reproductive Health Services Among Wo. . .: University Library n.d.). As well as culturally constructed role allocation, which gives women a reproductive role and holds them accountable for the health of unborn children (Gender Norms and Access to Sexual and Reproductive Health Services Among Wo. . .: University Library n.d.). This study also says “that in many countries, sexual and reproductive health services tend to target only married women and ignore the needs of adolescent girls and unmarried women because of social representations”(Gender Norms and Access to Sexual and Reproductive Health Services Among Wo. . .: University Library, n.d.). The second article that was researched was basically about breast and cervical cancer. Being that breast care was one of the main services that the women wanted, this article agreed that it is very important to have around. Breast and cervical cancer screening and early detection have been shown to lower cancer-related mortality rates and increase patient survival (Awardee-specific Economic Costs of Providing Cancer Screening and Health Pr. . .: University Library, n.d.). Through the National Breast and Cervical Cancer Early Detection Program (NBCCEDP), eligible women ages 40 to 64 and 21 to 64 may receive screening and diagnostic services for breast and cervical cancer, respectively. The NBCCEDP is a nationwide, comprehensive, federally funded public health program that makes

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cancer screening services available to low-income, uninsured and underinsured women (Awardee-specific Economic Costs of Providing Cancer Screening and Health Pr. . .: University Library, n.d.). The last researched article is saying that recognizing the roles that certified nurse- midwives and certified midwives play in providing high-quality, evidence-based, and cost- effective health care services to women and childbearing families is important. Faith and main touched on how they would need nurses but did not state what for. These nurses and midwives play a crucial role when it comes to women's health. One is the fact that child bearing women go through postpartum depression. Postpartum depression (PPD) is one of the most common psychological problems affecting women after delivery. (Caring for Women With Postpartum Depression in Saudi Arabia: Nurses’ and Mi. . .: University Library, n.d.). Early risk factor identification, PPD screening, assessment, and management can all be greatly aided by nurses and midwives (Login, n.d.). Primary market research involves gathering first-hand data from potential customers, clients, and stakeholders to better understand their needs, preferences, and behaviors (Grant, n.d.). Secondary research involves gathering data from already existing sources (Grant, n.d.) Instead of relying on general U.S. consumer data frequently found through secondary research, brands can collect original and unique data from consumers in your market area by using primary market research (Grant, n.d.). Collecting data using the primary market research other information should be collected such as target group, as well as defining the population prior to getting the information needed. When collecting the information for your data collection other tools should be involved such as online surveys, focus groups and in depth interviews. Online surveys involve creating a

questionnaire or set of questions that can be accessed online via a website or email (Grant, n.d.). Online surveys can reach a large number of respondents quickly, making it possible to gather a lot of data in a short period (Grant, n.d.). And it's very cost effective to use. Using focus groups is a qualitative research method in which a group of people is brought together to discuss a specific topic or issue (Grant, n.d.). The whole idea of using this is to gather opinions, attitudes, and perceptions about the topic and to identify common themes and patterns. Some advantages are in-depth dialogue, audience feedback in real-time and the location. Focus groups are built on conversation, this allows for varied feedback to be gathered. (Grant, n.d.). Focus groups can be held in person or online (Grant, n.d.). Using in-depth interviews is conducting one-on-one interviews with people to learn more about their attitudes, beliefs, behaviors, and experiences regarding a particular topic or issue (Grant, n.d.). The main point of using such marketing is to get insight on the thoughts and motivation of the interviewee (Grant, n.d.). It is also cost effective to use just like focus groups. Consumer participation in the selection and implementation of healthcare quality improvements is crucial for ensuring the delivery of patient-centered care (Hall et al., 2018). In order to incorporate consumer demographics and feedback the organization must first understand what these factors are and how they can be used to influence consumer behavior. Demographics describe who we are as individuals. The location where a consumer lives can greatly influence his or her needs, wants, and access to goods and services. Feedback from consumers can be used to understand their needs and wants, and to design products and services that meet those needs (Hall et al., 2018).

References: Gender norms and access to sexual and reproductive health services among wo. . .: University Library . (n.d.). https://eds.s.ebscohost.com/eds/detail/detail? vid=3&sid=ec82715e-591d-4001-81db- e131fa56b048%40redis&bdata=JkF1dGhUeXBlPXNoaWImc2l0ZT1lZHMtbGl2 ZSZzY29wZT1zaXRl#AN=164078786&db=a9h Awardee-specific economic costs of providing cancer screening and health pr. . .: University Library . (n.d.). https://eds.s.ebscohost.com/eds/detail/detail? vid=3&sid=5051fdec-fe91-4f8a-8c5f- ca65fa7d0784%40redis&bdata=JkF1dGhUeXBlPXNoaWImc2l0ZT1lZHMtbGl2 ZSZzY29wZT1zaXRl#AN=edsjsr.48691336&db=edsjsr Caring for women with Postpartum Depression in Saudi Arabia: Nurses’ and Mi. . .: University Library . (n.d.). https://eds.p.ebscohost.com/eds/detail/detail? vid=9&sid=357920c9-6d0f-461c-b135- c3f986b38827%40redis&bdata=JkF1dGhUeXBlPXNoaWImc2l0ZT1lZHMtbGl2 ZSZzY29wZT1zaXRl#AN=edsgcl.689946779&db=edsgao Login . (n.d.). https://go.gale.com/ps/i.do?p=AONE&u=uphoenix&id=GALE %7CA689946779&v=2.1&it=r&sid=ebsco&aty=sso%3A+shibboleth Grant, D. (n.d.). Primary market research: What is it and why is it important? https://www.driveresearch.com/market-research-company-blog/primary-market- research-what-is-it-and-why-is-it-important/#:~:text=%F0%9F%92%A1%20The

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%20Key%20Takeaway%3A%20Through,often%20found%20through %20secondary%20research . Hall, A., Bryant, J., Sanson-Fisher, R., Fradgley, E. A., Proietto, A., & Roos, I. (2018). Consumer input into health care: Time for a new active and comprehensive model of consumer involvement. Health Expectations , 21 (4), 707–713. https://doi.org/10.1111/hex.12665

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