Marketing Healthcare Services

Marketing is the management procedure in which the product or service is moves from concept to the customer. It includes the co-ordination of the 4 P’s of marketing: product, price, placement and promotion. [tutor2u.net]

For health care centers to remain competitive, it is important for them to conduct comprehensive market analysis of their external environments to properly understand important issues affecting their health care marketplace (Ginter, Swayne, & Duncan, 2012). An effective market analysis consists of the following elements: industry overview, target customers, market segmentation, competition and market needs, growth, and trends (CSU-Global, 2015). This paper discusses the components of a valuable market analysis and strategic thinking map for Pocahontas Memorial Hospital’s (PMH) that will help its’ leaders when making strategic marketing decisions for their proposed

The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.

According to the American Marketing Association, marketing is the “activity, set of institutions and process for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large” (2014). Marketing is a relatively new concept that was first introduced in 1910 and referred to as sales. Although the 1950’s is considered to be the beginning of the marketing era, it was not until the 1980’s that marketing was considered to have begun in healthcare, other than the pharmaceutical industry (Thomas, 2005).

The process of marketing involves the action of advertising and promoting a company, product or service. This includes everything the customer encounters in relation to the company, from advertisements to customer service experiences. Marketing is often broken down into four sections, known as ‘the four P’s of marketing’.

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

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

Everyone knows that direct- to consumer-marketing is focused on the patients. There are a lot of ways to get the attention of these patients. Advertising can be done through social media, print, radio, television, and word of mouth. “Prescription direct-to-consumer advertising has become a highly scrutinized and researched topic in healthcare marketing,” (Rollins, B.L., King, K. Zinkhan G., & Perri, M., 2011.).

A Marketing strategy is necessary to develop and implement for all health care organizations. Rush University Medical Center in Chicago learned this lesson in the most difficult circumstances. The leadership assumed the reputation of the facility would be enough to stand up against all other health care facilities in the surrounding area; supplementary publicity or lobbying was necessary. As time passed on, it was very obvious by the drastic decrease in patient census and revenue that something had to change. The implementation of an environmental scan in that particular instance would greatly influence the facility in a positive manner. It is an approach that assists in the process of identifying and recognizing all the marketing elements involved. The first step of the environmental scan is an assessment of the five major environmental forces and trends. Next, evaluate the potential impact on the organization’s target market and adjust the organizations marketing mix strategy as appropriate (Berkowitz, 2011).

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.

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

Creating a new business is challenging, expanding an already established facility can be even more daunting. To ensure a successful venture requires the right set of marketing skills. “Marketing is execution of the conception, pricing, promotion, and distribution of goods, ideas, and services” (Berkowitz, 2006, p.4). In health care facilities this means developing a product or service to address health issues; establishing a price individuals and insurance companies are willing to pay; knowing what place is convenient for both the patient and the provider to give and receive treatment. Lastly, promotion of the product or service to ensure patients know what is available to address the health needs of the general public. These four

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 paper aims at determining product development practices of Hospital Corporation of America. It starts by evaluating the hospital and justifying the reasons for selecting it as a suitable establishment for analysis. The paper also highlights the current marketing mix of HCA and provides various strategies for improving the marketing mix of the organization. It then examines the importance

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