Marketing Health Services Essay
Marketing Health Services Essay
For Milestone One, you will create an introduction for your strategic marketing proposal. Your introduction will include a profile of the organization, a description of the specific product or service including the marketing opportunity, the needs of the target market, the promotions mix, and an explanation of the drivers of demand. Use the feedback you received on the Module One journal and the Module Two short paper to assist you in developing your introduction.Marketing Health Services Essay
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Overview: For Milestone One, you will submit a draft of your introduction. Your introduction will include a profile of the organization, a description of the specific product or service including the marketing opportunity, the needs of the target market, the promotions mix, and an explanation of the drivers of demand. Use the feedback you received on the Module One journal and Module Two short paper to assist you in developing your introduction.
Reading and Resources: Marketing Health Services, Chapters 6 and 7
Prompt: Craft an introduction to the organization and product or service that you will promote in your strategic marketing proposal.
Specifically, the following critical elements must be addressed: I. Introduction
A. Provide a detailed profile of your selected organization. What type of organization is it? What is its mission and vision, its service area and locations, and its major products and services?Marketing Health Services Essay
B. Describe your marketing initiative in terms of the specific product or service you have selected. Why is it important to the organization? What are the current issues with the product or service? Why is a marketing initiative needed?
C. Explain the relevance of knowing your customers’ needs for marketing your healthcare product or service. Illustrate your response with specific examples of your primary and secondary customers, as well as their needs, wants, and preferences.
D. Clarify the importance of the “four P’s” of marketing as they apply to your healthcare product or service. Illustrate your response with specific examples of how each is or is not relevant.
E. Characterize the relevance of drivers of demand for marketing your healthcare product or service. Illustrate your response with specific examples of factors that drive demand for your product or service.Marketing Health Services Essay
Rubric Guidelines for Submission: Your draft must be submitted as a 2- to 3-page Microsoft Word document with double spacing, 12-point Times New Roman font, one inch margins, and at least three sources cited in APA format.
Dwana Kelley Strayer University Professor Kevin Williams HSA305 April 29, 2012 Marketing and Health care Systems The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which…show more content…
The Department of Public Relations and Marketing Both internal and external communications for Jackson Health System is provided by the Department of Public Relations and Marketing (Jackson Health System, 2012). This department is responsible for media relations, publications, marketing, and special events (Jackson Health System, 2012). Media relations work with local, national and international media, both broadcast and print, to showcase JHS physicians, staff, and services. Much of what is done is patient care centered, with the exception of marketing, and special events (Jackson Health System, 2012). Marketing is responsible for advertising campaigns, which markets JHS as an integrated health network (Jackson Health System, 2012). Marketing and Mission The concept of health services marketing is centered on “the analysis, planning, implementation, and control of carefully formulated programs designed to promote voluntary exchanges of values with target markets with the purpose of achieving organizational objectives (Longest et al. 2000, p 358).Marketing Health Services Essay The marketing department of any health care organization requires knowledge of the current and future needs and desires of the target market, which will allow strategic planners to determine services and products that can be offered. An assessment of the target markets
The focus on a marketing strategy is important for any company which specializes in providing definite products or services because marketing is the key process not only to promote different products and services but also to contribute to the effective company’s performance and competition within the industry.
In spite of the fact that the main principles of marketing are appropriate to be used in different spheres, it is impossible to state that marketing in relation to the food production has no differences regarding health care marketing.
The view that the processes of marketing hotels or foods are the same regarding the processes typical for the health care marketing is rather naïve because there are many significant differences characteristic for marketing strategies used in various industries.Marketing Health Services Essay
The differences which can be determined in relation to food production marketing and health care marketing are affected by the challenges of the health care industry. Marketing strategies operated in different industries depend not only on the characteristics of this or that industry but also on the specific demands of the customers or the company’s target audience (Berkowitz, 2010).
That is why, all the associated features and characteristics should be taken into account in order to state about differences in marketing processes. From this point, it is naively to apply the general principles of marketing to the health care industry without references to the specific features of the spheres and companies’ activities because health care marketing is the unique filed which requires the distinctive approach.Marketing Health Services Essay
Nevertheless, health care marketing is similar to marketing other products or services in relation to relying on the basic marketing principles. Thus, marketers in the health care industry also develop their plans basing on the correlation of such parameters as product, price, promotion, and place (Berkowitz, 2010). Moreover, the process of working out a marketing plan depends on the dynamic development of the industry without references to its particular features.
Health care marketing strategies as strategies used in any other industry can be discussed as oriented to effective competition within the industry, successful use of different advertisements, attracting customers, and improving the brand recognition and reputation. Moreover, many organizations in the health care industry as well as in any other sphere can be described as market-oriented because of the focus on the effective promotion and increased sales.
However, health care marketing is also characterized by a lot of differences while comparing its approaches, techniques, and key points with the principles significant for developing the marketing strategies within the other industries. To begin with, the target market is important for the health care industry without referring to the specific groups of consumers.Marketing Health Services Essay
Secondly, while referring to customers of the health care industry, it is important to pay attention to the changes in the populations and their demographics as well as to the people’s changing demands and interests in the health care products and services. Health challenges typical for different groups of population are various, and marketers working within the health care industry should respond to different categories of the population and their needs separately (Berkowitz, 2010).
The challenges of the health care industry influence the specifics of the used marketing strategies, thus, any changes in the government health care policies such as revisions of the drug prescription policies or new insurance laws can affect the changes in the marketing environment.
Thus, although health care marketing is based on the general marketing principles, there are many differences in the approaches which should be taken into consideration by marketers.Marketing Health Services Essay
The marketing of traditional health care services such as hospital services has matured during the past decade with the integration of research from the medical sociology discipline and the marketing literature. Similarly, more effective marketing strategies for health care packaged goods have been developed by integrating the knowledgebase available in the health care disciplines. Health care systems do not function on their own. On the contrary, it is a system that consists of divisions that provide necessary support to all wings ultimately enabling the service of healthcare to clients referred to as patients. Healthcare system has a team consisting of doctors, nurses, social workers, occupation therapists, case workers, psychologists as well as dietitians. All these health care members provide independent services that are critical for good health of the patient.
For around 30 or fewer years ago, marketing enormously has been introduced into health care organizations-a easy way of addressing an increasingly competitive health care environment. The consumer has responded to these changes in several ways.Marketing Health Services Essay
The Past and the Future of Health Care Marketing
Since the introduction of effective marketing strategy in the health care marketing, the consumer behavior has changed. The changes have resulted from change in market structure. Today many consumers have adopted preventive behaviors that do not require the consumer to interact with a health care professional as opposed to some time back. This is especially common amongst the more self-reliant consumers as explained by Future. Today consumers are able to take more responsibility for their personal health than in the past. Consumers are well educated both academically and through the internet, with a greater understanding of health care and other choices available for them.
Today the market has become consumer-driven, and the health care market is no exception. As a result, today patients are better informed and know more about health and medical services. In fact, there is no time in history have people known so much about health care and medicine as they do today. They are in a position to ask for high quality care and, having become cost conscious, they demand quality care at a reasonable price. Twenty years ago health care was a 42 billion dollars per-year industry. Today total U.S. health care spending tops 662 billion dollars. The health care budget is actually sky rocketing. Kronenfeld, explains that within the context of these changing environments, health care organizations must function and implement their marketing plans. As the environment has changed dramatically during the decade of the 1980s, so to have the general perception of marketing and its role, value, and meaning to the health care organization.Marketing Health Services Essay
On the argument about health care policy in the United States in discussed in1960s and 1970s there was no system of care. Brown, (1992) further states that part of this argument stressed the waste and inefficiency overall in a situation which includes many competing models of care. Since then the nons-ystem and competing systems were a vital critique for the US system twenty years ago. Based on the free market economic theory, this argument included competition in the provision of any good or service being pivotal in keeping the price of the cost of that service reasonable. It is now different from thirty years ago because most experts and business people are concerned with costs of health and its impact on the overall competitiveness of American industry and products in a global economy.
Conclusion
Advertisements have made people take prescription drugs. They have had the potential to create n artificial demand. People acquire drugs from any shop any time today. They also have the basic knowledge of how they can use most of the drugs. Marketing Health Services Essay
