Medicine and Health Sciences Commons^™

Examining The Marketing Strategies Of Campus Mental Health On A Minority Student Population, Rochelle Bernarte

Electronic Theses, Projects, and Dissertations

Background: Public health, particularly mental health services aimed at making a positive impact can be difficult to market to populations. Promoting mental health services to a target demographic of predominantly minority students at a university comes with its own set of unique variables making the task especially tough. This can be concerning as studies have shown that minority students experience greater amounts of stress than their White counterparts but are less likely to seek mental health services (DeFreitas et al., 2018; Duffy, 2019; Lipson, et al., 2022). The purpose of this study was to gauge the Attitudes and Practices …

Marketing Efforts To Reengage Consumers In Cancer Screenings During The Covid-19 Pandemic, Angela M. Kasel

Walden Dissertations and Doctoral Studies

In 2020, U.S. hospitals became overwhelmed by patients with the viral illness COVID-19. Health systems were advised by the U.S. Surgeon General and Centers for Disease Control and Prevention to suspend elective procedures, including mammograms, colonoscopies, and lung computed tomography scans. The purpose of this quantitative study was to investigate whether there was a significant difference in completed appointments, cancer screenings, and cancer diagnoses in consumers receiving targeted direct mail and email communications during the COVID-19 pandemic, based on age, gender, and geographic location. The elaboration likelihood model of persuasion, which emphasized the use of marketing to change consumer behaviors …

Characterizing And Explaining Prevalence And Factors Associated With Non-Fatal Opioid Overdose In Florida, Jesse M. Bell

USF Tampa Graduate Theses and Dissertations

Many factors contribute to the opioid epidemic in Florida, including, but not limited to, physician over prescribing, opioid manufacturer malfeasance (direct marketing to physicians, hospitals, and universities, as well indirect political contributions, and deliberately obfuscating the impact of the addictive properties of their various drugs), and as the epidemic approaches its 25th year, sociodemographic characteristics. This body of work examines three of these. First, because an opioid naïve persons’ typical initial encounter with the drug is through a physician, we sought to shed light on the impact of direct pharmaceutical marketing to physicians. We identified opioid providing physicians from the …

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Strategies For Improving Customer Retention For Medical Imaging Devices, Guillermo Sander

Walden Dissertations and Doctoral Studies

Some sales managers of medical imaging devices lack strategies to improve long-term customer retention. Increasing retention can save these sales managers up to 50% of their customer acquisition costs. Grounded in the service profit chain theory, the purpose of this qualitative multiple case study was to explore strategies sales managers of medical imaging devices use to improve long-term customer retention. The participants comprised seven sales managers of medical imaging devices from three companies who successfully achieved long-term customer retention. Data were collected using semistructured interviews and public documents. Thematic analysis was used to analyze the data. Three themes emerged: value-added …

Tiny Tusks Internship: Marketing Towards Breastfeeding: How Marketing Can Either Help Or Hinder How Breastfeeding Is Perceived, Hailey Tremmel

The Eleanor Mann School of Nursing Undergraduate Honors Theses

Tiny Tusks Breastfeeding and Infant Support is a program run by faculty and students in the Eleanor Mann School of Nursing program that allows for breastfeeding mothers in attendance at the University of Arkansas sporting events to have a place to pump or provide care to their infant. How marketing towards breastfeeding is portrayed has a huge impact on helping breastfeeding mothers to feel properly educated and supported about the decision to breastfeed. The purpose of this literature review is to demonstrate how marketing tactics can affect the view of breastfeeding, whether that be positive or negative. The results found …

Marketing Of (Bms): Content Analysis Of Breast Milk Substitutes Digital Marketing On Chinese E-Commerce Platforms, Shannon Han

Public Health Theses

Background: China has one of the largest and fastest-growing breast milk substitutes (BMS) industries and a disproportionately low exclusive breastfeeding rate. The rapid penetration of technology and the internet, together with convenience-oriented lifestyles, has led to the dominance of the e-commerce industry in China. Many BMS manufacturers have established e-commerce flagship stores and use them as main retail and marketing channels.

Objective: This study aimed to analyze the BMS retail websites on the largest business to consumer (B2C) e-commerce platform TMall, to characterize the marketing themes and strategies used to target consumers. It was specifically designed to improve our understanding …

Implementing A Health Coach Into Your Healthcare Continuum, Dalton Jarvis

Masters Theses/Capstone Projects

Presentation on Implementing a Health-coach into your Healthcare Continuum.

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher

Senior Theses

During the anti-tuberculosis movement of the 1930s and 1940s, children were chosen as focal points, with their roles shaped by society’s changing view of childhood, the emergence of the middle class, and the socioeconomic and political climate. Children were used by middle-class reformers as conduits through which to disseminate information and enact controls on the working class. Health education in schools had two main goals: (1) for educated children to become educated adults, and (2) for educated children to transform the behaviors of adults around them. Although researchers have studied middle-class interventions into children’s health, few have analyzed the role …

Inbound Marketing, Hasini Assiriyage, Isabelle Zoeckler, Emmanuel Aghado, Kefu Bu, Xiouyu Jiang, Rajesh Kamble, Yan Wang

School of Professional Studies

This study looks into inbound marketing practice through the process of secondary research. This insight on best practices and market examples have been employed in order to identify the benefits of Inbound Marketing for the School of Professional Studies at Clark University. Through the research, this team has consolidated a number of recommendations for the SPS marketing strategies moving forward. A focus has been placed on identifying solutions, which were effective and financially feasible. The primary solutions are internally sourced; with a future long term recommendation of seeking advice from a third party firm to automate the process.

Adult Learners: A Targeted Marketing Approach, Sarah Baldelli, Camilo Botero, Camille Ferreol, Caleb Horton, Xinyue Ma, Stefan Sprinkmoller

School of Professional Studies

The development of the Adult Learner Capstone Project started with a focus and need to learn more about affinity groups in the Worcester area in order to reach the potential adult learner demographic. Although some partnerships already existed, the Director of Marketing and Communications for Graduate Admissions, Tara Probeck, yearned to explore the potential partnerships and alternative uses of professional organizations to market to the current working professionals. From this idea, our capstone project was introduced in hopes of establishing a comprehensive and exhaustive list of potential organizational partnerships, specific for the School of Professional Studies.

A Guide For Hiring Mature Employees At Ascentria, Binghe Change, Calleigh Leach, Elsie Lu, Hongquiang You, Mengge Wang, Nina Mariotti

School of Professional Studies

This paper will explore existing literature on aspects of an intergenerational workplace in a nonprofit organization and provide recommendations for recruiting and retaining older employees for a human service organization, Ascentria Care Alliance, in Worcester, MA. The paper will review research on trends in the nonprofit industry, a comprehensive breakdown of generational workplace values, reasons people are returning to work and effective marketing strategies that appeal to older generations. Marketing strategies specifically will explore best practices for website design, social media usage, and job descriptions. Additionally, this paper will research case studies of nonprofits with successful intergenerational workforce initiatives, as …

Small Business Marketing Strategies For Physical Therapy Practice Owners, Matthew Lane Daugherty

Walden Dissertations and Doctoral Studies

The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand equity model, and data were …

2018 Super Bowl, Tony Dehler

Master of Arts in Sport Management

This paper is dedicated to the Super Bowl that will be held in Minneapolis, Minnesota in February of 2018. It introduces the organization responsible for the planning of the event, the event itself; as well as describes the venue in which the game will be played. The paper also includes marketing strategies for the event, suggestions to minimize risks, methods to manage employees, and discusses an ethical issue dealing with the event, as well as a personal reflection on the project and program.

Assessment Of Orthodontic Patients' Preferences Regarding Treatment From General Dentists Or Orthodontists, Brian Robert Wilde

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study evaluated how parents of prospective orthodontic patients choose between taking their child to a general dentist or an orthodontist for orthodontic treatment. It also looked at which factors influence patients’ satisfaction with the progress of treatment and likelihood to refer other patients to the practice. This study included two phases. The first phase was a qualitative assessment of the decision making process through conducting and analyzing focus groups. The second phase was the development and administration of a nationwide online survey regarding the topics covered in the focus groups. Influential factors in the decision making process fell into …

An Information Privacy Examination Of The Practices Of Pharmaceutical Companies Regarding Use Of Information Collected Through Their Websites, Shonda Dellena Brown

CCE Theses and Dissertations

Consumers have begun to take a more proactive approach to their healthcare by accessing pharmaceutical companies Websites to obtain health and drug information, support groups, rebates, coupons, as well as free drug trials. In exchange for these benefits, companies require consumers to voluntarily disclose information. However, research has shown that consumers continue to be concerned about how their information is managed, used, and distributed by companies, especially if accessed via the Web. To date, there has been limited empirical research to examine the actual online practices of companies when it comes to privacy, especially those of pharmaceutical companies. Using Delphi …

Student Health Benefits Plan Market Research And Analysis, Zachary William Doucette

Honors Theses and Capstones

The University of New Hampshire (UNH) in Durham, New Hampshire requires all full-time students to have health insurance meeting set requirements as a condition of enrollment. UNH offers its own health plan, entitled the Student Health Benefits Plan (SHBP) through its Health Services Center to students as a way to procure this insurance if they lack insurance, or if their current insurance is insufficient or does not meet the insurance requirements. Health Services at UNH is looking for market research on current attitudes, perceptions, and beliefs of both students at UNH, and the parents of students who currently have a …

The Johnson City Community Health Center: A Qualitative Analysis Of The Center's Strengths, Weaknesses, Opportunities, And Threats In Johnson City, Tennessee, Enrique A. Cruz Enriquez

Undergraduate Honors Theses

The Johnson City Community Health Center is one of over 1200 community health centers serving over 22 million patients across the United States. Community health centers primarily serve patients with low income or without health insurance, but most serve all the members of their communities. These centers provide many services and treat health problems in a holistic manner in order to improve the health of their communities and also allow the members of those communities to progress. The Johnson City Community Health Center is compared to successful CHCs from across the nation to determine if it has characteristics to be …

Dia-Beat-It: An Online Game For Children And Teenagers With Type 1 Diabetes, Emily M. Stone

Honors Theses and Capstones

No abstract provided.

Entrepreneurial Factors For The Fitness Industry, Steven M. Herrmann

Master's Theses and Doctoral Dissertations

The following work examines the different aspects of opening an exercise-based business and identifies factors of the competitive environment that are conducive to opening a recreational and athletic strength training facility. Questions were answered regarding what type of exercise-based business could feasibly compete against the other exercise-based businesses and related non-profit organizations and what the existing exercise-based businesses and related non-profit organizations located within a 30-mile radius of southwest Dearborn, Michigan, were doing to survive in the current competitive economy. Information was gathered from100 fitness facility websites and 30 survey interviews from the managers and owners of the exercise-based businesses …

Constitution Of The Market Through Social Media: Dialogical Co-Production Of Medicine In A Virtual Health Community Organization, Handan Vicdan

Theses and Dissertations - UTB/UTPA

This research explores new systems of marketing, and new roles and relationships of organizations and consumers developing in healthcare as a result of transformations occurring in technology, consumer/marketer value systems, forms of discourse and institutional roles. Inspired by observations from a Medicine 2.0 community organization, which turn social networking into a business phenomenon – PatientsLikeMe (PLM) – I explore how such systems develop and function and the institutionalizations that reconstitute roles and maintain relationships among actors in these systems through netnographic research. That is, (1) why and how patients in PLM participate in the social co-production of medical knowledge and …

The Effect Of Media Advertising On Consumer Perception Of Orthodontic Treatment Quality, Daenya T. Edwards

Theses and Dissertations

A survey instrument was designed to evaluate factors influencing consumer selection of an orthodontist and consumer perception of different forms of media advertising (radio, television, newspaper, magazine, direct mail, and billboard) by orthodontic practices. The surveys were distributed by 8 orthodontic offices in and around the Richmond, Virginia area. Out of 676 surveys, 655 (97%) were returned. Respondents most often cited dentist and patient referrals as how they learned of the orthodontic practices they visited (50%- 57%). However, a caring attitude and good practitioner reputation were cited as the top reasons influencing selection of an orthodontist (53% and 49% respectively). …

The Hand Center: Considerations Related To The Design, Planning, Staffing, And Marketing, Marcia L. Miller

Community & Environmental Health Theses & Dissertations

A therapist intent on planning a hand therapy center has no resources that are specific to this specialty area of practice. There are contributions utilized to plan occupational and physical therapy departments that can be synthesized to a degree in the planning of a hand therapy center. The practice of hand therapy incorporates a high degree of physical interaction, with close proximity to the patient and handling by the therapist. This paper explores the unique requirements of a hand therapy department. In order to determine hand therapists' preferences for equipment and space utilization a survey was developed and distributed to …