Managerial Epidemiology Class Discussion
6
Managerial Epidemiology Class Discussion 6
Timberline Health, an integrated delivery system serving residents
in five counties in eastern Washington, is considering new
opportunities to increase community awareness of the
organization’s outpatient health services. As the new business
development manager of hearing health services, Jack Andrews is
responsible for evaluating the feasibility of marketing activities for
the hearing service line and must allocate resources to
promotional activities that forecast positive return on investment.
One option under consideration is to sponsor the health and
wellness pavilion at the Spokane County Fair. Research from
comparable markets has shown
that wellness fairs are not only effective at educating communities
about potential risk factors for health problems, including hearing
loss but also increasing consumer awareness of new or existing
health services provided by local health organizations. These
activities are essential to Timberline Health’s mission within the
community.
Since little is known about the hearing status of residents in the
market area, Jack enlists the services of his organization’s
epidemiologist, Dr. Ruth Litchfield, to help him evaluate the
potential return on investment for this marketing campaign. Dr.
Litchfield incorporates several factors into her analysis. She
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