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Healthcare Marketing
Gritter 1
Healthcare Marketing
Grace Gritter
Ferris State University
HCSA 120- Health Services Administration
Dr. Jan Sternberg
11/12/2023
Healthcare Marketing
Introduction
Health care lives on a spectrum of consistent evolution. With consistent change comes
Healthcare Marketing
Gritter 2
consistent knowledge that needs to be continuously updated. Healthcare marketing enables the
possibilities to ensure that patients have available information easily accessible to them.
Healthcare marketing offers so much more than just providing information. Healthcare
marketing takes a whole team of researchers to produce articles, advertisements, and scientific
data to decide who to deploy information. These are all jobs within the healthcare field.
Healthcare marketing is not only beneficial for advertisement, but it creates many job
opportunities and openings for those who are involved. Healthcare marketing is important for
organizations to be able to thrive, adapt to the constant changes that occur, as well as trying to
serve their communities by providing quality care. Healthcare marketing impacts healthcare
organizations and delivery, current trends, as well as future trends that ought to be carried out.
Healthcare Marketing: An Explanation
The article, “The adaptation of health care marketing to the digital era” goes into detail
explaining that “The purpose of healthcare marketing is to learn and understand the needs and
desires of prospective patients to meet those necessities at the highest standards” (1). Healthcare
marketing's main purpose is to create connections with consumers and to provide a guide
through the world of healthcare. Healthcare marketing is a main enterprise for branding,
advertisement, and patient engagement. Healthcare must be marketed to consumers as they will
want to indulge and help create and drive up revenue for healthcare organizations. Health care is
just like any other market that needs to create revenue as well as streamlining its reputation.
Healthcare is so broad and large that consumption of too much knowledge can lead to confusion.
Proper healthcare marketing can prevent perplexity as well as create patient connections within a
network.
Impact of Healthcare Organizations and Delivery
Healthcare Marketing
Gritter 3
Healthcare marketing stretches further than just patients and providers. Healthcare
marketing reaches the portion of the organization and the essentials of delivery of care. The
article “Healthcare marketing FAQ” goes into depth illustrating the idea that “consumers don't
buy products or services they don't know or trust. Similarly, consumers won't choose a hospital
or care team that they are unfamiliar with”(2023). Driving the link between patient volume and
revenue helps ensure the financial sustainability of any selected healthcare organization.
Reimbursement and revenue go hand in hand and are the backbone of investments. Investments
and the organization's mission are what are responsible for creating patient engagement which
then can lead to reputation management.
Current Trends in Healthcare Marketing
Trends in Healthcare marketing that are current today include digital marketing,
telemedicine, and quality patient care. The book “Introduction to Health Care Management”
mentions “New mobile applications, new websites, new voice-activated appliances, and new
targeted promotional techniques require health care managers to be proactive in designing
marketing tactics” (Buchbinder, 117). Digital marketing is evolving and has become a current
trend in advertising as it's the easiest and most proficient platform to get information to targeted
audiences and recipients. When it comes to marketing in general, it is important to note that
customer needs are the center root of advertisement and the purpose of it. Displaying patient
quality and benefits that are offered to them will pilot movements toward the direction of
consumer participation. A new trend in healthcare is telemedicine. Telemedicine is unique to
healthcare marketing. It has created opportunities and new connections for providers and
patients. “With more than 80% of the patients who frequently use smartphones, to either identify
or interact with physicians, it is essential to reconfigure marketing initiatives to better fit the era
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Healthcare Marketing
Gritter 4
we live in” (Purcarea, 2019). Taking current trends and marketing the uses and benefits will only
increase involvement and help organizations and providers to start networking outwards.
Future Trends in Healthcare Marketing
The future holds so much opportunity for the involvement of marketing in healthcare.
Patient empowerment and population health must continue to expand. Artificial intelligence and
telehealth expansion are the future of healthcare and the future for patients as well. For future
marketing, the goal should be to make patients feel as if they are informed on decisions and are
educated when it comes to their healthcare. Telehealth has opened many doors for patient
empowerment as well as including artificial intelligence to provide knowledge to patients. This is
all accessible through healthcare marketing as it is advertised to only be helpful and to be
accessed whenever needed. Focusing on community outreach, chronic disease management, and
preventive care helps create a market for the future to come. The article “Market-Oriented Health
Care Reforms: Trends and Future Options” describes that new trends can be concerning to
patients, “advances in medical technology result in a divergence of consumer opinions about the
desirability of certain types of care. (1). Healthcare marketing for future trends should not only
advertise the benefits of the products and or location of service, but it should help create
awareness that change is good, and not to fear it. Healthcare marketing needs to be able to reach
all ages. Younger generations are more susceptible to indulging in technology and telemedicine.
On another token, the older generations fear telemedicine as they feel it's a violation of privacy
and they miss the intimacy of meeting with a doctor in person. The disparities between
generations create a riff in future trend marketing.
Conclusion
Prior to my research on my topic of healthcare marketing, I only knew the basic level
Healthcare Marketing
Gritter 5
material. Healthcare marketing is just like any other type of marketing. You have a producer, a
consumer, and a set of goods. Marketing is meant to increase awareness of products and their
pros and cons. Healthcare marketing does just that. For example, new prescriptions that are being
put on the market that are new do not have much of a reputation. Marketing creates and helps
build that reputation so people are willing to try them. It's also important that providers are
educated in such items as well which makes them more susceptible to prescribe said item.
Healthcare marketing is unique in a way that it covers many general fields of consumer
consumption and the target audience is hard to depict. That is all the general knowledge I knew
before my research. I was unaware of the depth of healthcare marketing.
The most important aspect I learned about healthcare marketing from my research is that
healthcare can stem anywhere from insurance policies to what provider is most suited for your
needs and what type of facility you would like to network in. It is so unbelievably complicated
and complex that healthcare marketing plays such a large role in informing consumers and
patients of everything that has to be offered to them. When I think of healthcare, I only think
about the provider's end of it. I never truly considered the facilities, prescriptions, new
technological advances, billing, etc. Healthcare is its world of information and nothing about
healthcare is simple. That is why I find it so important that adequate marketing will continue to
be produced to create knowledgeable recipients. Healthcare marketing is too tedious as it needs
to reach such a large audience and gain everyone's attention. It's much easier when trying to
reach a certain demographic, but in the case of healthcare, the demographic can be anyone.
Healthcare marketing can save someone's life and it's important to know that.
From my research on healthcare marketing, I will use it in my education and career by
knowing the importance of it. Acknowledging that healthcare marketing is a part of the job will
Healthcare Marketing
Gritter 6
increase my productivity it and help me pursue it. In my career, I will devote part of it to creating
efficient marketing tools and continue to teach and deploy the importance of it for patients and
consumers. As I continue my education, I am made aware of many parts of healthcare that many
people may not know. It is important that I take that knowledge and spread it. That is why
current and future trends are so vital as they create openings for marketing. Marketing is the
basis for several organizations as they get their start through networking.
To finalize the summary of healthcare marketing, it not only emits information out to the
public but it also connects consumers and patients to the world of healthcare. Healthcare is a
continuum of information and advancement because of current and future trends that constantly
interchange. Providers can be just as in the dark as patients and that is why salespeople and sales
representatives are very important to the society of healthcare marketing. Healthcare
organizations and delivery depend on healthcare marketing to keep revenue and reimbursement
percentages up and to prevent declines. New ideas, policies, etc. are a revolving door of
information in healthcare and that is why marketing plays such a large role in education and
dispersing knowledge.
References
Buchbinder, S. B., Shanks, N. H., & Kite, B. J. (2019). Introduction to Health Care Management
(4th ed.). Jones & Bartlett Learning.
https://bookshelf.vitalsource.com/books/9781284205312
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Healthcare Marketing
Gritter 7
Healthcare Marketing FAQ
. WebMD Ignite. (2023, February 13).
https://webmdignite.com/faq/what-is-healthcare-marketing
Purcarea, V. L. (2019, April).
The impact of marketing strategies in Healthcare Systems
. Journal
of medicine and life. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6685306/
Van de ven, W. P. M. M. (1996). Market-oriented health care reforms: Trends and future options.
Social Science & Medicine
,
43
(5), 655–666. https://doi.org/10.1016/0277-
9536(96)00111-6