Health Marketing and Access Syllabus



Health Marketing and Access2 CreditsBU.881.705.XX[NOTE: Each section must have a separate syllabus.][Day & Time / ex: Monday, 6pm-9pm][Start & End Dates / ex: 8/20/18–10/15/18][Semester / ex: Fall 2018][Location / ex: Washington, DC]Instructor[Full Name]Contact Information[Email Address][Phone Number, ###- ###-#### (Optional)]Office Hours[Specify the day and time of the 2 hours that will be dedicated to office hours each week. For evening classes, faculty may wish to hold their office hours by phone or email. While faculty are permitted to state “and by appointment,” office hours should not be held exclusively by appointment.]Texts & Learning MaterialsNo required textbook. There is a required course packet available from Harvard Business Publishing. Please see reading list.Course packet: HBS course packet is available at: Link TBDOptional Textbook [Books are for your reference. You could use a previous edition.]Philip T. Kotler, Kevin Lane Keller (2015), “Marketing Management”, 15th Edition, PearsonEric N. Berkowitz (2016), “Essentials of Health Care Marketing,” 4th Edition, Jones & Bartlett Learning.Readings Listed in the weekly scheduleCourse DescriptionMarketing is a multidisciplinary area that makes use of economics, psychology, sociology, experiments, field data, statistics, and econometrics to understand how individuals make their decisions. In marketing, we learn what drives consumers’ needs and their choices. Making use of these insights and taking into account a company’s constraints and the competitive environment (i.e., competitors’ product portfolio, their constraints, etc.), firms can come up with new products/services or modify their existing portfolios to serve unmet needs. The customer insights also allows us to design more efficient tactical tools like pricing, branding, advertising, and marketing communication (commonly referred to as the 4 Ps) to help improve consumer adoption and loyalty, with the goal of providing superior customer value to the consumers.Because of the increasingly health savvy world, understanding health marketing is becoming extremely important. The primary goal of this course is to discuss how to apply marketing principles to the health care market. What makes the health care market special is that the decision makers are not only the end-users (i.e., the patients), but also the doctors, who play an important role on what drugs, medical devices, and surgical procedures that their patients should use. Health marketing requires us to take these two actors, and the constraints set by the government and insurance companies, into account.Moreover, new digital technology has enabled consumers to take more control of their own health. Wearable devices, smartphone apps, etc., provide consumers with new tools to encourage exercise, control calorie inputs, change bad habits, monitor health indexes, manage mental health, etc. Individual decisions are often influenced by others. A unique aspect of this course is to study how the internet has empowered such peer effects via social networks and two-sided market platforms.Prerequisite(s)NALearning ObjectivesBy the end of this course, students will be able to:Use a rigorous framework which integrates multi-disciplinary approaches to analyze individual’s decisions in the health care setting.Understand the framework of digital health, network externality, and two-sided market.Understand the fundamental marketing principles and its role in businesses related to health. Make use of the framework to diagnose a company’s segmentation-targeting-positioning strategy, and its tactical tools, and make recommendation.To view the complete list of the Carey Business School’s general learning goals and objectives, visit the Carey website.Attendance Attendance and class participation are part of each student’s course grade. Students are expected to attend all scheduled class sessions. Each class will include opportunities for teams to work together. Failure to attend class will result in an inability to achieve the objectives of the course. Absence will result in loss of points for class participation. Regular attendance and active participation are required for students to successfully complete the course.AssignmentsThe course employs a balanced mix of lectures, readings, and cases. The purpose of the lectures is to present and discuss theories, concepts, analytical techniques and empirical findings. The readings are intended to supplement the material covered in the lectures. The purpose of the case discussions is to apply the concepts learn in the lectures to concrete real world situations, where you put yourself in the position of a decision-maker, facing all the constraints and considerations s/he faces. AssignmentLearning ObjectivesWeightClass Participation1, 2, 3, 410%Team Project (report-27% and presentation-13%)1, 2, 3, 440%Team Project, progress report presentation1, 2, 3, 410%Two individual assignments1, 2, 330%Case Write-ups (Group Assignment)1, 2, 3,4 10%Total100%Team Project (Marketing Plan) (Report 27%, Presentation 13%)I will assign students into teams for a team project. Your team will choose a company from a list of tech companies on health that will be shown to you in the first lecture. You will identify a current marketing problem or challenge faced by the company, and develop a marketing plan that describes how your team would help the company solve the problem.Alternatively, your team can pick a company outside the list (but with my approval first), and develop a marketing plan for this new product.You CANNOT choose a company that is covered in our business cases or lectures.In week 8, you will present your marketing plan. Slides to be used for this presentation are due to the instructor by class time the day before the 8th week of class.In addition to the presentation, the team will write a 10-page, double-spaced paper (12-point font size) that describes and explains your problem choice and strategy. Please note that the page limit is firm. Your team will be penalized for exceeding the page limit. The team project report is also due the day before the 8th week of class.Team Project Progress Report (10%)In week 5, your team will present the progress of your marketing plan for the company you choose. By week 5, I expect that you have already done research to understand the business model of the company. In your presentation, you should at least outline the analysis of 3C and STP, and identify a marketing problem or challenge that your team plans to address.Assignments (30%)Two individual assignments are problem sets that cover the theoretical framework discussed in the lectures.Case Analysis (10%)The case report is to be written in PowerPoint with maximum 20 slides. Although I want you to invest in visual communication for the course project presentation, you may concentrate solely on verbal communication for case presentation slides. Your slides should define the problem, explain why it is important and complicated, propose a solution that is appropriate for the problem and for the company, and explain why it is better than alternative solutions. You can choose to include an appendix that you think necessary and facilitate your delivery of ideas. In putting together the slides, imagine that your boss is the decision maker and that s/he needs to propose a solution to the board of directors. S/he’s asked you to analyze the situation and prepare a presentation that will help s/he argue the case. Class Participation (10%)Students are expected to have read the required readings and cases before attending class. While the instructor may sometimes use warm and cold calling, students should not expect this to be sufficient for opportunities to make substantive contributions. For class participation, students will be evaluated after each class on their contributions to discussions. Contributions are defined as: observations that advance the discussion or (positively) change the direction of the class discussion, insightful commentaries that raise learning points, probing questions that challenge the extant discussion and yield new directions, and analyses that clarify and amplify case facts. In other words, you will be graded on quality instead of the quantity. Class attendance is a prerequisite for class contribution; therefore, students will earn a 0 on days they do not attend class. A minimal grade is assigned for attendance without active participation.GradingThe grade of A is reserved for those who demonstrate extraordinarily excellent performance as determined by the instructor. The grade of A- is awarded only for excellent performance. The grades of B+, B, and B- are awarded for good performance. The grades of C+, C, and C- are awarded for adequate but substandard performance.?The grades of D+, D, and D- are not awarded at the graduate level (undergraduate only). The grade of F indicates the student’s failure to satisfactorily complete the course work.Please note that for Core and Foundation courses, a maximum of 25% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.3. For Elective courses, a maximum of 35% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.4. (For classes with 15 students or fewer, the class GPA cap is waived.)Course CalendarThe instructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar.Week 1: IntroductionMarketing Framework: 3C, STP, and 4PsConsumer (part of 3C): Basic Utility Model for Customer ValueNew Business Models in Health Care Market: Network (e.g., online support groups)Did an exercise of a simple example in classRequired Reading:Lecture SlidesWeek 2: Two-sided MarketTheory of two-sided marketStrategies for two-sided marketHealth care examples of two-sided markets: online support groups, health plans (PPO, HMO)Required Reading:“Strategies for Platform-Mediated Networks” by Eisenmann, Parker and AlstyneWeek 3: Company and Competition (part of 3C)Assignment 1 dueCompetition Among Health Plans: A Two-sided Market ApproachAn example: Analyzing Nursing HomesFace capacity constraintsFace two types of patients: Medicaid and Private-pay patientsIntroduce Market Research: Revealed PreferencesReading:Lecture Slides(Optional) “Quantifying the Impacts of Limited Supply: The Case of Nursing Homes” by Ching, Hayashi and Wang(Optional) “Competition Among Health Plans: A Two-sided Market Approach” by Bardey and RochetWeek 4: New Product Diffusion: Switching Cost, First-Mover Advantage, Information Spillover, Late-Mover Advantage, Direct-to-physician & Direct-to-consumer Advertising, Publicity, Clinical trials as tools for marketingCase Write-up due: CrestorStatin MarketMarket Research: Hypothesis generationHow to test themCase discussion: CrestorReading:Lecture Slides(Optional) “The Effects of Publicity on Demand: The Case of Anti-cholesterol drugs” by Ching, Clark, Horstmann and Lim(Optional) “A Structural Model of Correlated Learning and Late-Mover Advantages: The Case of Statins” by Ching and LimWeek 5: PricingTeam project progress report due, and presentationPrice DiscriminationTwo-part Tariff (standard insurance plan)2nd Degree Price Discrimination (e.g., Aravind Eye Hospital, insurance plans choice)Why US drug prices are so high? Why Eli Lilly offers generic insulin?Behavioral PricingReading:Lecture SlidesNotes on 2nd Degree Price Discrimination“Why is there no generic insulin? Historical Origins of a Modern Problem” by Greene and Riggs“Eli Lilly offers half-price insulin as politicians pressure it over drug costs” LA Times, March 4, 2019“Lilly unveils a ‘generic’ insulin and shows how broken our healthcare system really is” LA Times,” LA Times, March 6, 2019(Optional) “A Dynamic Oligopoly Structural Model for the Prescription Drug Market after Patent Expiration,” by ChingWeek 6: Consumer Psychology & HealthAssignment 2 due (Incl. EpiPen)All-you-can-eat-buffetSpecial Effect of Zero PriceNudgingGifts to PhysiciansReading:Lecture SlidesA Practitioner’s Guide to Nudging, by Ly, Mazar, Zhao and Soman (2013)“Zero as a special price: The true value of free products” by Shampanier, Mazar, Ariley (2007)Dana & Lowenstein (2003), A Social Science Perspective on Gifts to Physicians from Industry JAMA, 252-255Kravitz, R. L. et al. (2005), Influence of Patients' Requests for Direct-to-Consumer Advertised Antidepressants, JAMA, 293(16)Week 7: More on Marketing CommunicationAdvertising and Risk SelectionContent of AdvertisingCigarette AdvertisingThe challenges of measuring the effects of advertisingReading:“Measuring the Informative vs. Persuasive Roles of Detailing” by Ching and Ishihara (2012)"Positive Spillovers and Free Riding in Advertising of Prescription Pharmaceuticals: The Case of Antidepressants" by Shapiro (2018)“Advertising and Risk Selection in Health Insurance Markets” by Aizawa and Kim (2018)Week 8: Group Project Report Due, and Group Project PresentationCarey Business School Policies and General InformationBlackboard SiteA Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at . Support for Blackboard is available at 1-866-669-6138.Disability Support ServicesAll students with disabilities who require accommodations for this course should contact Disability Support Services at their earliest convenience to discuss their specific needs. If you have a documented disability, you must be registered with Disability Support Services (carey.disability@jhu.edu or 410-234-9243) to receive accommodations. For more information, please visit the Disability Support Services webpage.Academic Ethics PolicyCarey expects graduates to be innovative business leaders and exemplary global citizens. The Carey community believes that honesty, integrity, and community responsibility are qualities inherent in an exemplary citizen. The objective of the Academic Ethics Policy (AEP) is to create an environment of trust and respect among all members of the Carey academic community and hold Carey students accountable to the highest standards of academic integrity and excellence.It is the responsibility of every Carey student, faculty member, and staff member to familiarize themselves with the AEP and its procedures. Failure to become acquainted with this information will not excuse any student, faculty, or staff from the responsibility to abide by the AEP. Please contact the Student Services office if you have any questions. For the full policy, please visit the Academic Ethics Policy webpage.Student Conduct CodeThe fundamental purpose of the Johns Hopkins University’s regulation of student conduct is to promote and to protect the health, safety, welfare, property, and rights of all members of the University community as well as to promote the orderly operation of the University and to safeguard its property and facilities. As members of the University community, students accept certain responsibilities which support the educational mission and create an environment in which all students are afforded the same opportunity to succeed academically. Please contact the Student Services office if you have any questions. For the full policy, please visit the Student Conduct Code webpage.Student Success CenterThe Student Success Center offers free online and in-person one-on-one and group coaching in writing, presenting, and quantitative courses. For more information on these services and others, or to book an appointment, please visit the Student Success Center website.Other Important Policies and ServicesStudents are encouraged to consult the Student Handbook and Academic Catalog and Student Services and Resources for information regarding other policies and services.Copyright StatementUnless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and expected to be used by class participants only.?The recording and rebroadcasting of such material, by any means, is forbidden. Violations are subject to sanctions under the Academic Ethics Policy. ................
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