Download RGUHS MHA (Master of Health Administration) 2016 May 3rd Sem 8368 Hospital Administration Marketing Management In Healthcare Revised Scheme Previous Question Paper

Rajiv Gandhi University of Health Sciences
III Semester M.H.A Degree Examination - MAY 2016
[Time: 3 Hours]
[Max. Marks: 100]
HOSPITAL ADMINISTRATION
MARKETING MANAGEMENT IN HEALTHCARE
(Revised Scheme)
Q.P. CODE : 8368
Your answers should be specific to the questions asked.
Draw neat labeled diagrams wherever necessary.
LONG ESSAY
2 X 20 = 40 Marks
1.
Who is a healthcare consumer? Why is marketing of services difficult than marketing of goods?
Discuss the marketing strategy to a 200-bedded cardiac hospital.
2.
Define the term product mix. Discuss the process of services development. How will branding
help in promoting services of a pediatric hospital?
SHORT ESSAY (Answer any six)
6 X 10 = 60 Marks
3.
Segmentation, targeting and positioning
4.
Patient satisfaction through marketing
5.
Sales promotion
6.
Internal marketing
7.
Third party administrators
8.
Medical tourism
9.
Role of front-line staff in patient satisfaction
10.
Marketing research
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