Health Care Marketing Strategy

318). According to Yoder-Wise (2014), “The benefits of marketing include increased customer satisfaction; the potential to become the hospital of choice for both patients and employees; improved resource attraction; and improved operational efficiency” (p. 318). Therefore, it is in the best interests of the organization to cater their planning and marketing towards a mutually beneficial relationship for the consumer as well as

This paper pertains to the marketing of Health Care Services and provides the steps and history of marketing in health care and the effects of marketing on the health care delivery system from 1950 to 1990. It introduces the health care consumers and their role in the marketing process as well as the factors that influence consumer behavior. These factors influence the success of marketing in health care. It also provides the requirements for successful marketing and current techniques and strategies used by health care organizations.

The Anatomy of Care further extends into the marketing aspects of healthcare, relating its problems into familiar themes. Some of these themes include the gaps model of service, dimensions of quality, services marketing and themes outlined in the book, If Disney Ran Your Hospital. It is necessary to discuss the relationship between the themes and issues in the interactive game in order to gain a better understanding of the patient experience. With that being said, experience is the marketing and it is imperative to give patients and family members patient-centered care to allow for the best experience possible.

Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations: Building a customer-driven health system. San Francisco: Jossey-Bass.

Health care marketing in the current environment requires a multi platform, multi pronged approach to reach target audiences, facilitate community out-reach, and provide for the common good. Several initiatives are the focus for a successful, ongoing marketing plan for Lee Health.

HIPPA has created guidelines and regulations for insurers and consumers to educate themselves based on what is acceptable and unacceptable. Based on research (Landro, 2002) stated that, the healthcare industry staying from using email and Web marketing because of concerns based on HIPPA limitations and cautions from insurers to not communicate with consumers through electronic communications. Health Insurance Portability and Accountability Act of 1996 was put in place to reduce cost of administrative operational, fraud, to prevent unauthorized access, and to disclose information. The primary objective of the Privacy Rule is to shield patient’s health. According to (Berkowitz, 2011) he stated that, under the rules of HIPPA a healthcare provide

The advertising strategies within the major hospital in the area had some similarities; a more distinctive adverting strategy was sought after. The research was conducted to identify the best way in which to communicate to give the hospital a competitive advantage over its competitors.

Although the legislation was supported by many individuals that shared the same point of view, opponents arose due to factors such as geographic location of Vermont that did not allow to contest with other competitors out the State, the cost of advertising and the lack of specificity in the meaning of the marketing. Currently, consumers are more engaged in healthcare decisions which have produced a series of debates about advertisement and the use of this sensitive tool for marketing purpose, for this reason, the healthcare committee of Ethic has established marketing guidelines focus on credibility and truthfulness. Indeed, “The debate about the appropriateness of health care organization advertising has only continued as this century moves forward. Today, as every voice can create its own opinion on the web, the views about the appropriateness of advertising in health care are many” (Berkowitz,2017, page.477). Even though the opinions about healthcare advertisement fluctuate considerably, marketing companies need to keep in mind the ethical principles established by healthcare

Over the past four decades, spending on healthcare in the United States grew more rapidly than the economy (Baker, Birnbaum, Geppert, Mishol, Moyneur, 2008, p. 541). Healthcare has nearly tripled its share of national income during this time (p. 543). All aspects of the nation's health system have been affected by this ongoing spending growth. Strategically marketing the development of products and services during this intense competition and uncertainty is vital for any healthcare organization to stay profitable and to ensure continued growth.

The health care system is an international mogul within the business infrastructure of the United States. Because of this, many healthcare facilities have become more business oriented rather than patient focused. Having recognized this unfortunate trend, several businesses and institutions have implemented advocacy programs and marketing tactics in order to improve prospective within the community and overall experience. Among these facilities is Sitrin Heath Care Center, who displays several marketing and advocacy tactics within their instillation, as seen by the tour given to the HLS 305 class in early November.

With the evolution of healthcare reform, it is imperative that healthcare organizations utilize target marketing as a way to recruit new business and stay competitive against major organizations. In order to effectively use target marketing a healthcare organization must carefully and precisely identify its target audience, geographical area and needs, as well as any competitors within the geographic area. Thornhill and White state that a unique advantage must be difficult, if not impossible, for other to compete against. Once a complete understanding of the audience and its needs has been established the facility can then start building its program and recruiting key players. In order to stay competitive and an industry leader, it is also

I will be marketing for an Obstetricians office. The first thing I will do is identify who my target market will be. In this case it will be women looking to become pregnant. Next I will find the two marketing strategies I feel will be the most effective. One will be marketing ads on Facebook and the other will be making a billboard sign with our practice name, logo, and slogan. I will continue to market to my targeted crowd at least once a month by using the most effect strategies. I will also be sure to send appointment reminders to my patients to keep our numbers high in attendance. All in all, this is how I plan to market for a small medical practice.

Marketing has become so prominent in health care today because the health care system is more and more resembling a business. There are many functions to be performed and many complex and sophisticated skills involved. There has been so much growth and competition that health care is advertised and marketed like any other product.

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

The objective of this study is to address an array of functions and factors that affect marketing health care functions. The writer of this work will assume the role of an administrative leaders of a consulting firm. The firm has been hired to assist an organization diagnose the effectiveness of the marketing strategy. : St. Joseph is the largest city in Northeast Missouri and is reported to be the county seat for Buchanan County. St. Joseph is reported to have a total population of 76,197 as of 2010. The median household income in St. Joseph, Missouri is reported at $42,208, with a median wage of $35,979. (St. Joseph Missouri Economic Development, 2010)