Marketing Mix: Hand Sanitizer

Rubbing alcohol, also known as isopropyl alcohol “refers to two water-soluble chemical compounds—ethyl alcohol and isopropyl alcohol—that have generally underrated germicidal characteristics” (“Guideline for Disinfection and Sterilization in Healthcare Facilities”). Ethyl alcohol kills bacteria in two ways: “protein denaturation and dissolving the lipid membrane” (“How Does Ethyl Alcohol Kill Bacteria?“). Next, Betadine, also known as Povidone-iodine is a solution [that is] often used in hand scrubs and hand rubs in hospital settings” (Ngan). It is used in “Treating minor wounds and infections, as well as killing bacteria” (“Povidone/ iodine solution”). Povidone-iodine’s way of killing bacteria is still being researched and “is yet to be fully understood, [but] it appears to have the ability to penetrate the cell wall of bacteria and affect their structure and function. This ensures their rapid destruction and helps protect against wound and skin infection” (“What is an Antiseptic”). Germ-X Hand Sanitizer is a hand gel that is used for waterless “washing” of hands to kill germs on the surface. It is an antiseptic primarily used by those who want to kill germs quickly and cannot wash their hands (Samuels). The formula contains about 63 percent ethyl alcohol according to livestrong.com (Samuels). Neosporin is a topical antibiotic used to

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.

Hospital acquired infections (HAIs) affect over 1.7 million patients each year, causing almost 100,000 deaths annually in the United States alone (Johnson, 2010). According to the World Health Organization, HAIs are the most frequent adverse event in the healthcare industry. Fortunately, most of these infections can be prevented with one single intervention, proper hand hygiene (“The Evidence,” n.d.). Four out of five pathogens that cause illness are spread by direct contact. Proper hand hygiene eliminates these pathogens and helps to prevent cross-contamination and HAIs (Linton, 2015; “Hand Hygiene,” n.d.). Reduction of cross-contamination and HAIs improves patient outcomes, increases employee wellness, and lowers health care costs. Adherence to proper hand hygiene is the single most important safety measure in the health care setting. However, for many years compliance to proper hand hygiene in the healthcare industry has been dismally low. New and inventive measures must be implemented to increase compliance to proper hand hygiene and lower the rate of hospital-acquired infections.

Cleanse is an Australian body soap company who produce and wholesale their products out to supermarket chains such as Woolworths and Coles. The company has been operating for over 3 years and has established a head office in Brisbane and Sydney with over 200 employees in its Australian operations. In addition to its Australian operations, Cleanse also has a branch in Delhi, India where they produce the same product and wholesale Cleanse products

Marketing mix is used at the MARC facility to develop and implement a plan to achieve organization goals. The four variables product, price, place, and promotion are within the organization’s control and therefore, the mix of those four elements are key in marketing decisions. Marketing mix is the combination of all the experiences, tools, innovations, and creativity that the MARC uses to make consumers their clients. All four P’s are needed in a marketing mix they should all be tied together. Revenue, while promotion, place, and product generate cost. Producing, designing, distributing, and promoting products come with expenses.

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

Hand hygiene is a general term that refers to any action of hand cleaning. This include disinfecting agent such as alcohol or soap and water. Hand Hygiene ought to be directed by healthcare professionals before seeing patients, after contact with organic liquids, before intrusive techniques, and in the wake of expelling gloves (Burns, Bradley, Weiner, 2012). The WHO offers a slight variety by suggesting five key moments when human services specialists ought to practice hand cleanliness: before patient contact, before an aseptic errand, after natural liquid presentation hazard, after patient contact, and after contact with patient environment. Intercessions included expanding sink or liquor based arrangement accessibility, instruction, and

Product, distribution, promotion, and price are what make up the mix, while the marketing managers are the ones who control the variables. It is their job to match the needs of the customers with the desired marketing mix, and it’s crucial for the marketing managers to look at their target group and decide the level each variable needs to be used to achieve maximum return on a product.

Over the years one of the leading causes of hospital acquired infection has been attributed to the poor hand hygiene. Whether it is due to the fact that healthcare workers are not sanitizing their hands between patients that can lead to cross contamination between patients, between staff and patients, or even staff to staff. Since a majority of hospital associated infections such Methicillin-resistant Staphylococcus aureus (MRSA) or Vancomycin-resistant Enterococci (VRE) as are transmitted via contact and can remain on surfaces for up to thirty of more days it is very easy to transmit between patients with ineffective hand hygiene. There should be accessibility to both hand sanitizers as well as handwashing areas which would make it easy for staff, patients, and visitors to follow hand washing protocols. Studies done over the past on health care workers in reference to proper hand hygiene has shown that there is still an at least a fifty percent times in which proper hand hygiene is not performed (Ara, et al., 2016). On a daily basis a health care worker comes into contact of different microbes which are easily transmitted and according to the CDC not following the proper hand hygiene along with adequate solvent is reportedly the number one factor that contributes to HAI’s (CDC, 2015). Healthcare facilities are currently making handwashing more accessible by providing alcohol based hand sanitizers outside of patient’s rooms which are more visible to visitors and staff. Studies have shown several factors that contribute to the lack of proper hand hygiene, knowledge of the spread of infection via contact with contaminated hands, the importance of having solvents such as hand sanitizers being accessible and antibacterial soap, the understanding of the proper method involved in hand washing, understaffing is also a

In this paper about the Marketing Mix, it will explain the elements of the marketing (product, place, price, and promotion). I have enclosed a chart about the Pricing Strategies Mix. I will also be selecting an organization by the name of Target in which I am familiar with and will describe the four elements of the marketing mix and how it impacts the organizations developmental marketing strategies and tactics.

The concept of health services marketing is centered on “the analysis, planning, implementation, and control of carefully formulated programs designed to promote voluntary exchanges of values with target markets with the purpose of achieving organizational objectives (Longest et al. 2000, p 358). The marketing department of any health care organization requires knowledge of the current and future needs and desires of the target market, which will allow strategic planners to determine services and products that can be offered. An assessment of the target markets

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

The four P’s of a marketing mix are as follows, product, price, place, and promotion. Each of these offers a marketing parameter for the management and company team to control. With each marketing tool there are decisions that should be met as far as the business is concerned. Therefore, there is a list for each one that should be analyzed to meet the business standards.

Marketing mix refers to the enterprise for their target market needs, control various marketing factors (product, price, place and promotion) to optimize the combination and comprehensive utilization, in order to accomplish better economic and social benefits (Chai, 2009, p.4). Place and product will be attached more importance in this section.

Marketing mix is one of the basic and the very important part of marketing plan. It includes all the elements that are important for an organization from manufacturing to sale of the product. It can be considered as the set of marketing tools that blends together to generate a marketing response in the market. Every organization uses this tool to make its marketing plan. Primarily it consists of 4P’s, but now it is extended to 7P’s of marketing. (Jain, 2013)