Discussion: Why Dont Patients Behave Like Consumers?

HCM 325 Module Two Journal Guidelines and Rubric

In this journal, you will have the opportunity to reflect on your experience with healthcare in identifying the unique aspects of healthcare marketing.

After watching TED Talk: Why Dont Patients Behave Like Consumers? (13:04) (a captioned version of the video is available here), consider a healthcare product/service experience purchased by you, a family member, or a friend, and answer the following questions:

1. Was this a discretionary purchase? Explain. 2. Were you the primary or secondary consumer? In other words, were you the decision maker regarding the purchase, or did others influence you? 3. How do healthcare consumers differ from other consumers when making purchase decisions? Describe at least three differences, and use examples to

illustrate. 4. How does looking at your experience help you to understand healthcare consumer behavior?

Journal activities in this course are private. Only the instructor can view and comment on your assignments.

Rubric

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value Discretionary Purchase Describes whether purchase was

discretionary and explains why or why not

Describes whether purchase was discretionary but does not explain

Does not describe whether purchase was discretionary

Consumer Type Determines whether purchaser was primary or secondary and explains decision or influence

Determines whether purchaser was primary or secondary, but does not explain decision or influence

Does not determine whether purchaser was primary or secondary

Healthcare Consumers Discusses how healthcare consumers differ from other consumers when making purchase decisions, and supports with examples

Discusses how healthcare consumers differ from other consumers when making purchase decisions, but does not support with examples

Does not discuss how healthcare consumers differ from other consumers when making purchase decisions

Reflection Reflects on experience in explaining differences in healthcare consumer behavior

Reflects on experience with healthcare purchases, but does not explain how reflection assists in understanding healthcare consumer behavior

Does not reflect on experience in explaining differences in healthcare consumer behavior

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