Using the decision-making model, describe the consumer decision-making process for an individual seeking a new
primary care physician.
Go to a local health care system and under “Choose a doctor” (or similar wording allowing a search for physicians
associated with that center), search for a primary care physician.
Discuss how the doctor’s information is positioned to make him or her a good choice.
What types of information are included?
What types of information do you feel are missing?
Why do you feel this is important from a marketing perspective?
Make 2 recommendations for ways to influence that decision at different points in the process.
How would the health care organization you chose conduct a post-purchase evaluation of your satisfaction with this
physician and his or her site?
Sample Solution
