| Course | BUSI 428 Strategic Management and Marketing in Healthcare (BUSI428) |
|---|---|
| Module/Week | 2 |
| Assignment | Case Study 2 |
| Paper type | Case study response |
| Length | about 442 words, 2 double-spaced pages plus title page and references. Course guide: at least 300 words in current APA format, supported by 1 scholarly source and 1 biblical integration |
| Format | APA 7 student paper |
| Points | 70 |
| School | Liberty University Online |
| Program | BS in Healthcare Administration |
| Where it sits | Module/Week 2 in Liberty's published BUSI 428 course guide; current sections can differ |
| Updated | October 2026 |
Free sample paper for BUSI 428 Week 2
Listening to the Stars: Using Online Reviews as Market Research for an Orthopedic Practice
[Student Name]
School of Business, Liberty University
BUSI 428: Strategic Management and Marketing in Healthcare
Case Study 2
[Instructor Name]
[Date]
The practice, its ratings and its staff are composites standing in for the case the course provides; the textbook, Scripture and the peer-reviewed sources cited are real.
Listening to the Stars: Using Online Reviews as Market Research for an Orthopedic Practice
The Case
Over the past year, our orthopedic group's average online rating fell from 4.6 to 3.9 stars across Google and a physician review site. Several surgeons believed a competing practice was posting fake reviews and asked the practice manager to report them. The case asks what the reviews actually reveal, whether they should guide decisions and how the practice should respond.
What Reviews Can Tell Us
Cellucci et al. (2014) describe market research as the disciplined collection of information about what customers need and how they experience a service, and online reviews are a constant, unsolicited source of exactly that information. They are not a random sample, since people with strong feelings write most of them, but they show what patients notice and remember. Randall et al. (2025) examined every five-star and one-star review since 2022 for 102 sports medicine surgeons and found that both kinds were dominated by nonclinical comments. Bedside manner and communication appeared in about half of the positive reviews, while communication, bedside manner and scheduling problems led the negative ones. Johnson et al. (2026) analyzed 33,316 Google and Yelp reviews of Ohio urgent care centers and emergency departments and found that most comments concerned personal interactions and technology, with staff praised or criticized for friendliness and physicians mentioned more often in connection with access.
What Our Reviews Showed
When the manager coded our last 120 reviews into categories, the pattern matched the research. More than two thirds of the negative comments concerned waits of over an hour, visits that felt rushed and calls that were not returned. Only a handful questioned a surgical outcome, and none looked fabricated. The reviews were telling us about our operations, not about a rival.
Recommendation
I recommend three steps. First, address the top complaints directly: build in buffer time for new patient visits, set a same-day callback standard and track it. Second, review a sample of reviews monthly, coded the same way, as a standing market research report for the partners. Third, adopt a reply policy that thanks reviewers and invites them to call the practice manager, without ever confirming that the person was a patient or discussing care, which would violate privacy rules. Proverbs notes that a buyer complains about the price while bargaining and then boasts about the purchase once away (English Standard Version Bible, 2001/2016, Proverbs 20:14). Reviews are where patients say what they really think after leaving. A falling star rating is rarely sabotage; it is usually a survey the practice did not have to pay for.
Measures to Watch
Success would show up as shorter waits, a higher share of calls returned the same day and, over several months, a recovery in the average rating and fewer comments about rushed visits.
References
Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A case study approach. Health Administration Press.
English Standard Version Bible. (2016). Crossway. (Original work published 2001)
Johnson, K. D., Bader, K., Lee, R. C., Punches, B., McCabe, E. E., Qi, M., & Koshoffer, A. (2026). Using online reviews to assess important healthcare components in Ohio emergency care facilities. International Emergency Nursing, 86, 101820. https://doi.org/10.1016/j.ienj.2026.101820
Randall, S. E., Gjonaj, K., Siddiqui, R. N., Mansour, J., Mehrotra, S., Saraf, S. M., & Mulcahey, M. K. (2025). Patient online ratings of sports medicine surgeons most commonly relate to bedside manner and communication. Arthroscopy, Sports Medicine, and Rehabilitation, 7(4), 101202. https://doi.org/10.1016/j.asmr.2025.101202
What the BUSI 428 Week 2 instructions ask
The second module/week of BUSI 428 assigns chapters 3 and 4 of the Cellucci text, a presentation, three websites, Forum 2 and Case Study 2. As with every case in this course, the written response answers the topics the course provides in at least 300 words of current APA style, supported by one scholarly source and one biblical integration. Brief and concise answers are the goal, but each topic still needs a real answer backed by evidence. Market research and the patient's point of view are natural themes for this stage of the course, and a case grounded in data patients produce themselves makes those ideas concrete.
How this BUSI 428 Week 2 example is built
The sample states the case: a practice whose online rating has slipped and whose physicians suspect sabotage. It then explains why reviews count as market research, what they can and cannot tell a practice and how to read them systematically by coding each comment into categories. Two studies of online reviews show that patients mostly write about communication, manners and access rather than clinical outcomes. The response then recommends operational fixes for the most common complaints and a policy for responding to reviews that protects patient privacy. A proverb about what buyers say in the market frames the point that reviews reveal honest opinion. A short closing names the measures to watch.
BUSI 428 Week 2 grading rubric: where the points go
For this case, graders typically look for a clear answer to each case question, accurate use of market research concepts such as primary and secondary data or customer feedback, and a scholarly source used to support a specific point. A biblical integration that connects naturally to the topic, rather than appearing as an afterthought, is expected. The strongest responses distinguish between what reviews reveal about service and what they cannot reveal about clinical quality, and they recommend actions a practice manager could take within weeks. APA formatting and a matching reference list complete the expectations. Specific numbers from a study, used to support one claim, persuade far more than a general statement that reviews matter.
BUSI 428 Week 2 help: mistakes that cost points
List the questions the case asks before writing, and give each its own heading. Use chapters 3 and 4 for the vocabulary of market research and consumer behavior. Look for a peer-reviewed study that analyzes patient reviews or patient experience, and pull one or two specific findings rather than general claims. If the case involves complaints, separate service problems from clinical ones. Remember that responses to public reviews must never confirm that someone was a patient. Choose a verse about honesty, listening or reputation, and close with two or three measures the practice could track. If you invent numbers for illustration, say so, and keep any real practice unidentifiable.
Related BUSI 428 sample papers
Other BUSI 428 weeks
- BUSI 428 Week 1: Case Study 1
- BUSI 428 Week 3: Case Study 3
- BUSI 428 Week 4: Case Study 4
- BUSI 428 Week 5: Discussion Board Forum 5
- BUSI 428 Week 6: Case Study 5
- BUSI 428 Week 7: Discussion Board Forum 7
- BUSI 428 Week 8: SWOT Analysis
More BS in Healthcare Administration sample papers
- BUSI 323 Week 1: Group Discussion Board Forum 1
- BUSI 344 Week 2: Discussion Board Forum 2
- BUSI 418 Week 2: Literature Review Matrix
- BUSI 419 Week 2: Discussion Board Forum 2
BUSI 428 Week 2 questions, answered
What is BUSI 428 Case Study 2?
The second 70-point case study in BUSI 428, due in Module/Week 2 with chapters 3 and 4, answered in at least 300 words with a scholarly source and a biblical integration.
Where can I find a free BUSI 428 Week 2 sample paper?
Read a complete BUSI 428 Week 2 case response on this page, showing how an orthopedic practice can use online reviews as market research, with sources in APA format.
What do patients write about in online reviews of doctors?
Studies find that nonclinical topics dominate: bedside manner, communication, wait times and scheduling appear far more often than comments about whether a treatment or surgery actually worked.
Can a medical practice respond to online reviews?
Yes, but carefully. A response should thank the reviewer and invite contact offline without confirming the person was a patient or mentioning any health information.
What else is due in BUSI 428 Module/Week 2?
Forum 2 shares the week with this case; its thread must reach 300 words and each of its two replies 250, with every post carrying two peer-reviewed citations.
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