Writer’s Choice

General guidelines for the team case study assignments:

Papers must be APA formatted
An APA-formatted bibliography must correspond with the citations in the paper. (You cannot have references without citations, or citations without references.)
Each case study is expected to be between 800-words and 1200-words in length. You may go over the page maximum.
Every question in the case-study must be answered and supported with research.
All researched facts must be properly cited.
All papers should be proofread, and be free of spelling and grammar errors.
Direct quotes cannot represent more than 7% of the total word count of the paper.
All case studies must have a minimum of three references that include at minimum:
· Two peer-reviewed articles

· Our textbook

Important: If a team member does not participate in the creation of the case study, then that team member’s name is to be left off the cover page. Writing team member’s name that did not participate is a violation of Academic Integrity policy, and can lead to a grade of a zero for the whole team. Every member of the team is expected to actively participate in creating these case studies.

Case #4: Covid-19: Is There a Functional Shifting Educational Benefit

This case does present some downstream positive benefits to one of the most tragic pandemics to affect the globe in modern times, the Covid-19 public health crisis. It does result in a disruption of the channel of distribution of the health care system in a dramatic fashion as the face-to-face health care of primary care providers could no longer occur in most places in the United States unless it was a truly emergent situation. As a result, individuals experienced in many cases there first telemedicine visit. Often people were asked to sign into their patient portal again or for many it was the first time they had ever done so. While this may have been the first time a person had logged into the portal, it was unlikely that the individual had not been given the opportunity to register onto the portal previously by their provider practice.

That said, the challenge facing medical groups might be is there a marketing opportunity in this that can be carried forward? Will the cohorts that have not historically been used to adopting telemedicine sites for accessing diagnosis or care now consider utilizing such alternatives? Will such cohorts now continue their patient journey in ways to provide information even with their own established care provider practices that will make the monitoring of their own health care more effective. These are the challenging questions in this issue of functional shifting to be posed in this case?

Questions to think about:

1. If you were the marketing director of the Hopper Clinic now that the Covid-19 threat has passed are there marketing research questions you would explore with patients who had experienced telemedicine visits with their Hopper physicians?

a. What would those questions be?

b. Are there specific cohorts to whom you would pose those questions?

2. How would you determine what functions would be most likely to shift to patients in light of their telemedicine experience during the Covid-19 pandemic?

3. In considering the patient journey in Chapter 8, where would this experience during Covid-19 be most relevant? During what stages of the journey?

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