MHA Strategic Planning and Marketing 3

Question 1

The Balanced Scorecard in healthcare typically measures performance across which four perspectives?

Accepted Answer

Financial, Customer, Internal Processes, Learning & Growth

Answer

Kaplan and Norton's Balanced Scorecard uses Financial, Customer, Internal Process, and Learning & Growth perspectives to give a holistic performance view.

Question 2

A hospital notices patient volume declining despite high quality scores. The MOST likely strategic issue is:

Accepted Answer

Poor marketing and low brand awareness in the community

Answer

High quality with low volume typically signals a marketing or awareness gap — patients don't know about the hospital's quality.

Question 3

Which pricing strategy positions a healthcare service at a lower price than competitors to rapidly gain market share?

Accepted Answer

Penetration pricing

Answer

Penetration pricing uses lower-than-competitor prices to quickly attract patients and gain market share.

Question 4

A 'referral marketing' strategy in healthcare focuses on:

Accepted Answer

Building relationships with physicians and specialists who send patients

Answer

Referral marketing cultivates physician and specialist relationships to drive patient referrals, a key volume driver for hospitals and specialty practices.

Question 5

In Porter's Five Forces applied to healthcare, 'buyer power' is primarily represented by:

Accepted Answer

Insurance payers and large employer groups

Answer

Insurance payers and large employer groups wield significant buyer power because they negotiate rates and control which providers are in-network.

MHA - Master of Healthcare Administration Practice Test

MHA - Master of Healthcare Administration Practice Test

MHA Strategic Planning and Marketing 3