Product, Service, and Consumer Market Activity

This chapter presents product market activity (PMA), service market activity (SMA), and consumer market activity (CMA), which compose the business side of healthcare. The PMA, SMA, and CMA perspective helps separate the human side of healthcare. PMA is identifying the products that are used throughout the primary healthcare continuum (P-HCC). Products include software tools to enhance care, in addition to tools used during the delivery of care. SMA is identifying the professional and nonprofessional support services provided to patients and their families. Another perspective in the analytics of a healthcare service is lining up the products that are charged to a patient with the professionals who are providing those services. CMA is identifying the behavior patterns of the patient and their families. This includes purchase, choice, and selection decisions by the consumer and the influences driving them. The continued analysis should incorporate lining up how the patient makes the consumer choice with the product and services being provided by the provider.