Healthcare Company Initiatives

2264 Words9 Pages
Healthcare Company Initiatives Marketing has become an essential part of healthcare services whether the industry likes it or not. Marketing services was not necessary in the past because people saw the one area doctor, used the closest hospital and were served by clinics and pharmacies in the area also. The problem is that the landscape has become much more complicated, there are a lot more choices, and people are moving much greater distances everyday which means that they will go farther for healthcare products. Marketing should not be considered a bad word anyway. Simply, it is "the activities and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" (Rooney, 2009). The fact that healthcare organizations need an effective market strategy has not been lost on the businesses themselves, and the marketing approach used by healthcare companies has become increasingly consumer driven. This paper takes a look at how consumer driven marketing works for a healthcare organization, pricing of the department, communications, overall marketing strategies and the ethics of certain marketing techniques. Healthcare Marketing Approach Most think of healthcare as being non-traditional in the sense of marketing a particular service or location. The problem is that if something is not marketed, at least to some extent, then it will not sell. Though many healthcare agencies are nonprofits,
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