onditional and Passive Language

Conditionals and Other Evasives

Common conditionals are

· Would · Should · Could

· “Can be” · “Might be” · “May be”

Imagine you’re a highly paid professional analyst. The client wants, and has paid well for, your assertive professional recommendation. Using conditional language in such a setting is frequently viewed as evasive. Passive voice and anthropomorphizing are two related culprits. “I believe”, while not technically a conditional, is another non-assertive phrase I often see.

Now, it’s a natural human tendency to try to shirk blame for a wrong answer. But, the “wrongest” answer you can give is no answer. And, evading the question is just that – no answer at all.

I think you’ve all seen me marking the conditionals in your essays by now. So, I wanted to post this more formal explanation of it. I argue that these essays will be better with absolutely no conditionals in them at all. So, you’re safest to just eliminate them.

Here are some sample translations to preferable language:

Conditionals/Non-Assertive They should… The subject company might… They could… I believe that… A solution might be to… Passive Voice/Evasive It has been shown that… It has been said that… Anthropomorphisms This analysis shows that… The literature review suggests…

Say it this way instead They will… I recommend that the subject company…. I recommend the subject company develop the capability to… I forecast/predict that… As a solution, I recommend that…. Say it this way instead I have shown that… Managers in this industry were documented saying…(citation) Say it this way instead This analyst predicts that… Based on a thorough review of the relevant literature, I recommend…

 

Chapter 7:

1. An orthopedic group in Virginia has decided to conduct a survey of referral physicians. The results, which are posted on the Web site, indicate the level of satisfaction. The group has also posted comments that some of the physicians wrote on the surveys. What is this group doing in terms of attempts to recognize the customer contact process? Explain the integration of the strategy into a total marketing program for the orthopedic group?

2. Recently a surgical group in Manhattan posted a Web site that includes a page that refreshes every 10mintues and shows how close the doctors are following their “scheduled appointment” times. In terms of the value equation, what component or variable is this group trying to work on with its market?

Chapter 8:

3. A large community hospital, River Valley, has recently begun to acquire physician practices. At issue is whether to rename each acquired practice to “River Valley Associates” or to leave each name alone. What are the trade-offs River Valley should consider in this decision?

4. A company has decided to offer a health savings account plan to its employees. This new option is the first such type of coverage available in the market. Based on the factors that affect the diffusion of innovation, how might the company best accomplish the successful roll-out of this new health care coverage option?

Chapter 9: 5. Two medical organizations have recently examined their cost structures. The first group is a radiology practice with a significant investment in diagnostic imaging equipment. The second group is a single-specialty pediatric practice. The cost analysis reveals the following distribution:

Radiology Group Pediatric Group Fixed Cost 70% 20% Variable Cost 30% 80% Explain the implications of these differing cost structures of each medical group in terms of contracting with managed care organizations. 6. An ophthalmology practice is deciding whether to offer prescription eyeglasses for sale in-house. The new service would require the training and hiring of additional personnel, inventory for glasses and frames, and some minor space alterations. The utilized space in the office would be a charge allocated to the program. The costs for this new service are: Variable Costs (electricity, $80 per completed labor, supplies) pair of eyeglasses Total Fixed Cost $36,000 How much volume does the group need to break even if they charge $100 per pair of eyeglasses? If they charge $200?

MUST BE 100% ORIGINAL