Integrated Healthcare Marketing Strategies

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 “Lewis Blackman Story” told by Helen Haskell, a person who continues to advocate for change and improved quality of care. Lewis Blackman the son of Helen Haskell died at age fifteen after developing complications after surgery that included incorrect administration of a medication and a nursing team who failed to see the changes in patient’s condition and effectively and sufficiently respond to the change in a timely manner ultimately resulting in failure to rescue and the patient’s death. More specifically, the staff failed to recognize the signs of shock that this patient. Likewise, no rescue plan was in place. Lastly, failed protocols and failed leadership

The importance of developing an integrated marketing communications plan has become even more important in the modern era. With so many different touch points, or ways that a prospect can experience a company 's message or advertisement, it is important that the message be clear and consistent (Business Training Schools, 2011). Developing the proper lines of communication, especially with a new product is vital to a company. In this paper Team C will evaluate factors involved in developing and managing an effective marketing communications plan. We will also discuss advertising and promotion programs. Technology trends available to help market the product is

Midland Association for Retarded Citizens (MARC) consumers/clients need considerably more care, requires twenty-four hour supervision by a licensed nurse, CPR certified direct staff and often suffers serious health problems. The residents HCS of MARC requires help with very simple tasks such as; walking, eating, and taking medications. But the ICF of MARC residents are more self -sufficient. Countless numbers of facilities require a lot of individual attention must share rooms and their privacy is limited. A majority of the patients are born with the disabilities and spending time

In relation to promotions we believe an Integrated Marketing Communication (IMC) strategy would be the best way to proceed. Through IMC the brand will be able to maintain a personality and attitude that communicates effectively with the target segment. It will also help to build a desirable ‘brand image’ and relationships with consumers and distributors. The marketing activities will be very specific. It will involve a range of communication mediums including advertising, media, public relations and sales promotion.

Reaching the target audience is a major factor to achieving company strategic objectives. Marketers are key to the organization’s strategic planning especially as they sit down to align marketing objectives

Healthcare marketing consists of strategic, tailored plans to promote services or products to consumers. Branding, a marketing strategy, allows organizations to target populations promoting specific services, products, and images in the new arena of consumer-driven healthcare systems. In today’s society, U.S. healthcare providers encounter educated consumers with higher expectations in healthcare and customer satisfaction, requiring competitive business and marketing strategies. Branding provides avenues to create awareness of a service or product while establishing consumer loyalty of stakeholders (McPherson 2008). While consumers possess the ability to make multiple choices in healthcare, branding a healthcare facility or service, aids

Different targeted audiences have different perceptions, preferences, and needs. The healthcare marketer needs to devote significant attention to branding throughout both changing environments (Fortenberry, 2010, p. 77).

RESEARCH PURPOSE: One of the triumphs of the biomedical revolution of the past 30 years is the development of a large and growing pharmacopeia of therapeutic drugs. Used appropriately, these drugs enhance patient’s quality of life, improve functional capacity and sometimes extend life. However in the aggregate, prescription drugs represent a substantial health care expenditure. To ensure steady demand for their products, pharmaceutical manufacturers have traditionally deployed large armies of sales representatives marketing their ways to physician (1). Lately the pharmaceutical industry had altered its marketing strategy by increasing its reliance on direct- to- consumer (DTC) advertising. The amount to money spent on DTC advertising has risen from 600 million to 8 billion in the last decade (2). Almost 145 million U.S. adults look up for health information online in 2008. Views on DTC ads (DTCA) center on three effects: cost, communication, and health of the public. Critics claim that DTCA raises health care costs by stimulating consumers to demand newer, more expensive drugs, often with high profit margins (3, 4). The pharmaceutical industry rejects arguments that DTCA is inflationary, and while not denying the profit motive, it points out that DTCA serves a patient education function. The industry’s argument is that patients are highly motivated to

A document that describes an organization's advertising and marketing efforts for the coming year is known as a marketing plan. A marketing plan includes a statement of the marketing situation, a discussion of target markets and company positioning and a description of the marketing mix intended for use in reaching marketing goals (entrepreneur.com, 2012). A second definition of a marketing plan is as follows: a plan that describes the activities involved in achieving certain marketing objectives within a given timeframe. A market plan starts off with the identification of specific customer needs and how the organization intends to fulfill them while generating an acceptable level of return. Joel Ellis gives the importance and benefits of using a marketing plan for healthcare practices in his video entitled "Why Your Practice Needs a Marketing Plan."

The healthcare system faces a myriad of challenges, one of which is how to blend patient-centered care with a competitive edge. However, a healthcare organization can realize this goal by utilizing any of the four generic marketing strategies: market penetration, product development, market development, or diversification. Each of the four strategies can be applied to either competitor-centered or patient-centered marketing. For instance, market penetration is based on mass marketing, built on a foundation of quality, and aims to increase consumer use of services already provided. Product development involves launching a new product or further developing current services offered to the existing market. Product development promotes competition

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).