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 reviews public health data on hearing loss, occupational and age distribution data for local residents, as well as a query of Timberline Health’s patient databases. Based on this research, she estimates the prevalence of hearing loss in the five-county service area at 18 percent, slightly higher than the national average (NIH, 2010). Jack receives information from the fair’s sales and marketing department to help in his calculations. Specifically, sponsorship consists of an investment of $50,000 for the design and production of promotional materials and rental of pavilion space for the duration of the twelve day fair. Data from the previous three years shows on average 250,000 people attend the fair, of which 1% visit the wellness pavilion and participate in health screening services.
If Timberline Health is to offer mobile hearing screening, the organization must invest in new portable audiology equipment. Jack receives a quotation from his supplier and estimates the total investment in new audiometers and audiometric booths at $16,000. Timberline Health will use existing diagnostic equipment to test people who have failed the initial screening (i.e. test positive for hearing loss), so it is unnecessary to invest in additional equipment for the hearing centers. Vendor specifications for the screening and diagnostic equipment are indicated in Table 1.
Vendor equipment specifications
Portable audiology equipment for free screening
Clinic-based audiology equipment for follow-up diagnostic testing
Furthermore, Jack calculates that he must provide coverage for three 6-hour shifts per day and each shift must have three audiologists to meet demand for screening tests. He anticipates hiring nine people to provide coverage for the duration of the fair. The hourly rate for audiologists is
People who fail the initial screening at the fair are referred to an audiologist for a diagnostic test. Jack assumes in his calculations that all people who are referred for diagnostic testing follow up with an audiologist in one of Timberline Health’s hearing centers. Initial screening tests at the fair are free; however, Timberline Health charges $57.00 for a diagnostic hearing test, which costs the organization $24.00. Using past sales data and industry metrics, Jack forecasts that of
the total number of people diagnosed with hearing loss at hearing centers only 20% will purchase hearing aids (NIH, 2010). He reviews sales and margin data from the prior year to identify the product mix for his calculations as indicated in Table 2.
Sales and margin data
National Institutes of Health (NIH) (2010, October 1). Fact Sheet: Hearing aids. Retrieved from
U.S. Department of Health and Human Services: National Institutes of Health:
Write a Memorandum directed to your faculty answering the questions below.
Based on the 2-by-2 contingency table to determine the total number of people who fail the diagnostic test, which represents the target market for hearing aid sales from Assignment 2 and the information from the case study, calculate:
How many people will buy the hearing aids?
How much the clinic will make on hearing aid sales to those people based on the
Hearing aid sales mix Hearing Aids
Sales (show the calculations)
Calculate how much the clinic will expense on the staffing (HINT: you need to calculate the number of employees and the time worked first). Discuss if it might be a good idea to conduct the Fair and follow up appointments considering the amount of money made and the expense for staffing. What other potential considerations could influence the marketing department’s final recommendation?
Hypotheses The executives is significant in any association. Association can never accomplish its targets without appropriate administration. The executives is completing things the assistance of others. In early associations hypotheses were intended to anticipate and control the conduct in association. Hypotheses are the most ideal approach to oversee association. There are three sorts of speculations: 1. Old style hypothesis 2. Humanistic hypothesis 3. Possibility hypothesis Old style THEORY It is the most ideal approach to mange the association. It rose in mid twentieth century. Old style association hypothesis embraces two forthcoming: Logical administration – in logical administration their is great Relation among work and laborers. Managerial – Addressing issues. In basic words we can say its increasingly worried about issues. Qualities OF CLASSICAL THEORY Efficient: It is efficient hypothesis. Total hierarchy of leadership. It pursues legitimate structure like first appropriate arranging what to do and afterward sorting out, at that point dispensing errands b/w staff individuals, provide them appropriate guidance keep up the co-appointment b/w them and end up with making an appropriate report of occupation. Arranging Sorting out Staffing Coordinating Organizing Detailing Planning 2. Accentuation ON BUREAUCRACY: It can be any sort, there is no specific standard for its sort it very well may be progressive or it tends to be direct. In progressive it pursues a legitimate order, for instance individual An is at the top and individual B is working under individual A. Individual C is working under individual B. It is possible that it tends to be liner all people A, B, C working at same level. 3. TIME MANAGEMENT: Focuses on schedule and movement concentrates to figure out how to finish an errand at all measure of time. It makes frameworks to increase most extreme effectiveness from laborers and machines in the manufacturing plant. 4. DIVISION OF Labor: Division of work is the most significant quality of traditional administration hypothesis. Complex errands are separated into numerous basic undertakings which can be effectively performed by laborers. Shortcoming OF CLASSICAL MANAGEMENT THEORY 1. Representatives HAVE MINIMUM POWER: There is one method for correspondence in old style the board hypothesis. Choices are made by top level and advance to descending. No proposals are taken by base side of representatives. 2. Anticipated Behavior: In old style the executives hypothesis conduct of works is anticipated like machines. On the off chance that the specialist works as per forecast, set gauges, he/she holds in administrations generally supplanted. 3. Despotic LEADERSHIP STYLE: Autocratic style were follow in early age. It implies that supervisor were the individual who settled on choices and play out all other capacity of the board alone as coordinating, instructing and sorting out. It implies laborers were carefully controlled. HUMANISTIC THEORY OF MANAGEMENT: Human assumes essential job in all association. Humanistic hypothesis shows that we have to inspire our workers on time to time to accomplish the objective with measure timeframe. Inspiration can be rewards, it very well may be addition and so forth. Qualities 1. Representatives have greatest power in this hypothesis. 2. Human power isn't disregarded they are not compelled to work like machines. 3. Inspiration of workers assume incredible job in humanistic hypothesis, it is as augmentation, extra, festivals on celebrations to decrease pressure and so on. Shortcoming 1. It is viewed as improper hypothesis. Here and there individuals (supervisor) become enthusiastic with representatives. It prompts sat around idly on the grounds that representatives become languid. 2. Representatives now and again become dependant . 3. Representatives desires are higher contrasted with different speculations. Possibility THEORY Possibility hypothesis is a class of conduct hypothesis. It asserts that there is no most ideal approach to sort out administration. A few possibility speculations were created in mid 1960. Highlights of possibility hypothesis: 1. The size its utilizing. 2. The innovation it employments. 3. Its working condition. Shortcoming of possibility hypothesis: 1. Least favored colleague scale. 2. It neglects to clarify enough what associations ought to do when there is a confuse between the pioneer and the circumstance in the working environment. 3. It has been scrutinized in light of the fact that it has neglected to clarify completely why individuals with certain initiative styles are increasingly successful in certain circumstances then others. 1.2 Identify Two Organizational Structures. Portray and COMPARE both. Associations are social courses of action for accomplishing controlled execution in quest for aggregate objectives. Characterized as 'a system of individual and social relations not built up or required by the conventional association however emerging suddenly as individuals partner with each other.' Keith Davis. Sorts of association: 1. Utilitarian association 2. Divisional authoritative 3. Network association Utilitarian association: Utilitarian Organizational benefits Sensible impression of capacities Keeps up control esteem of capacities Word related specialization Improves preparing and empowers proficient advancement Tight control Useful association Demerits: Over specialization-tight perspectives Lessens coordination between capacities De-accentuation of generally speaking destinations Slow adjustment to natural changes Clashes over which items have need Divisional Organization: This sort of structure happens when the association is organized around the primary items or administrations. Specialization by area isolates the association topographically typically as per area of clients. Divisional Organizational Merits: Concentrated on product offering and client needs Development and assorted variety of items Improves coordination and reaction to changes sought after example Duty of benefits at divisional level Preparing ground for head supervisors Negative marks of divisional Organizational: Requires more people with general administration capacities Support of focal efficient administrations troublesome Lesser control by top administration May build up an item center at cost of more extensive organization interests Correlation In utilitarian structure, the representatives are working in offices dependent on what they are doing.for model we have designing division, support department,finance office and so forth. This structure upgrades the experience of each capacity. For instance all upkeep engineers are working in a similar office and in this manner they will trade information and bolster one another. This structure sets aside our cash on account of the economies of scale. This structure makes the co-appointment between various offices more troublesome than other structure. It additionally doesn't permit adaptability as a result of the centralisation. Divisional structure isolates, the representatives dependent on the item/client fragment/land area. For instance every division is answerable for certain item and has its own assets, for example, finance,marketing, upkeep and so on. As needs be this structure is a decentralized structure and in this manner take into account adaptability and fast reaction to condition change. 1.3 Give in any event 5 wellsprings of intensity, impact and authority: Power Power might be viewed as the capacity to decide the conduct of others or to choose the result of contention where there is difference. It is probably going to be settled by the overall assets of intensity accessible to the members. There are two sorts of intensity: 1. Customized control 2. Mingled control Impact Impact speaks to a capacity to influence results and relies upon individual attributes and ability. (Tony Bush, 2003) Authority Authority is genuine power which is vested in pioneers inside proper associations. (Bolman and Deal,1991) 5 wellsprings of intensity that pioneers should draw on inside associations: 1. Real power – Legitimate power is an official accepting that the requests being given are genuine regardless of whether they might be originating from a more powerful that doesn't typically give out requests to the police. (Brandi Rivera, 2006) 2. Prize power – Reward control is who representative accepts that they will get some sort of remuneration for carrying out their responsibility or by following their chief request. (Brandi Rivera, 2006) 3. Coercive power – Coercive power is an administrator sought after a worker to do their work or they can be terminated or downgraded. (Brandi Rivera, 2006) 4. Master control – Expert power originates for a fact or training. (Darek Kleczek, 2008) In the event that you are known as a specialist, individuals will check with your assessment and are bound to pursue your initiative. 5. Referent power:- Referent power dependent on wants others need to distinguish well with us or with what we symbolize to them. Referent power likewise alludes to the individual who has fascination and make one individual has an appreciation for do whatever their request. Impact in association administration 1. Normal influence: Trying to comfort others by utilizing reason, certainties or rationale. 2. Helpful interests: Trying to assemble certainty by speaking to other people, feelings, thoughts or qualities. 3. Individual interests: Refers to fellowship and family when deciding. 3.3 Compare two Different Leadership Styles. Distinguish and Contrast: An administration style is a pioneer's style of giving guidance, actualizing plans, and inspiring people. There are a wide range of authority styles that can be displayed by pioneers in the political, business or different fields. The tyrant initiative: style or despotic pioneer keeps severe, close command over supporters by keeping close guideline of strategy's and techniques given to adherents. To keep primary accentuation on the qualification of the tyrant chief and their adherents, these kinds of pioneers make a point to just make a particular expert relationship. Direct super vision is the thing that they accept to be key in keeping up a fruitful domain and adherent ship. In dread of supporters being inefficient, tyrant pioneers keep close supervision and feel this is important with the end goal for anything to be d>