Marketing | The Dailey Grind

The Kellogg Foundation (2002) presents a guide that aims to thoroughly assist in the building up of an organization’s need to improve and or expand on to help the consumer. Hence the model presented by Kellogg includes: (a) Input (b) Activities, (c) Output, (d) Outcomes, and (e) Impact.

Inputs

Inputs include the consumer (s) who in this instance are patients (for example) who utilize the services provided by the organization. Since patients generally use a facility and or referred to a facility for this discussion let us say that the facility to look at is Kindred Healthcare. Kindred Healthcare is the nation’s largest health provider, including, nursing, rehabilitation, assisted living, transitional care, home care, and hospice.

Additionally, included in inputs are providers (physicians and nurses), along with payers’ which is inclusive of insurance carriers and state funding, the staff (administrative) and any other technical assistance from external sources. Hence, with the exception of the consumer all other inputs have a hand in meeting the needs of the patient through their system.

Activities

The activities for providers is that these have an active participation in the reform process. First, one would need to understand that to reform something there was a problem. For example, the Affordable Reform Act ensures that all people in the US can receive adequate and professional healthcare, and along with that the staff includes community decision making (Kellogg, 2004).

Outputs

Outputs for providers include more effective distribution of community care resources. For example, Kindred claims to help their patients recover fully in the best setting suitable for their specific care needs so supposedly they have state of the art facilities and equipment to meet the needs of their consumers, or rather patients. Conversely, the administrative process includes data, policy and advocacy, such as the Kindred Code of Conduct which stress that the company acts with integrity.

Outcomes

For outcomes and providers, that is Kindred Health Care should present a comprehensive healthcare delivery system, and the staff the outcomes are community assessment.

Impact

If the providers do all they say this should lead to improved health status for their patients, and for staff an increased healthcare system efficiency.

However, Rowan (2000) explained, “A variety of logic models can be used to describe the plans for implementation and expected outcomes of reform (Rowan, 2000). Consequently, concerning the Kellogg Model the outcome and implementation for that would work well if healthcare companies, their providers, their staff, and any external help they require have strict ethical policies in place. Hence, my analysis here is that though this logic model is sound; and, for the most part, healthcare companies might adhere to it—Kindred hospital has not and has breached all aspects of this model.

According to Kellogg (2004), “Outcome approach logic models display the interrelationships between specific program activities and their outcomes”.

I thought that I would mention Kindred Hospital here because from what I see of this model there is no adherence to it, that is, if the model is used as a standard for healthcare companies (See: United States Army Disabled Veteran, Sergeant Kericia E. Smith Faces Third Heartbreaking Trauma of Her Life).

Source:
W.K. Kellogg Foundation Logic Model Development Guide

A Red Lobster commercial is a good example of selling sizzle where someone is pouring butter on hot steaming lobster, but it is not the food per se that incites emotion– it is the smiles, the party like atmosphere and the togetherness of family which makes the marketing tool most effective to draw customers.

Stan Mack, author for the Houston Chronicles wrote concerning factors that add to the emotional appeal:

Many factors determine the effectiveness of emotional marketing. Variations in consumers’ value systems, for example, might cause your advertisement to stimulate different emotions in various consumer groups. People’s wishes and desires also change significantly as they move through the stages of life. For instance, an advertisement that stimulates an emotional response in adolescents might have little effect on 40-year-olds and no effect at all on senior citizens. In other words, for your emotional marketing to be effective, you must understand the needs and emotions of the consumer groups you plan to target [Factors Section].

In essence, all things cultural, that is (a) family, (b) beliefs, and (c) ones desires and wishes are summed up in a commercial that sells the sizzle, and not necessarily the food so to speak. Further, a good memorable occasion.

On the other hand a cognitive strategy, would allow one to gain information about the product being offered. For example, a yogurt company advertises and adds that the product is good for digestive tracts [GI Tract], while also using women as the associative gender, because women are most likely to eat yogurt, and also most likely to care about their digestive health. Hence, the educational value of the product has been confirmed compared to other commercials and brands that do not provide the information, nor a hint of educational value is given.

Source

The Effects of Emotional Marketing