Marketing Plan For An Exclusive Market Essay

Increasing competition in the healthcare industry have challenge healthcare administrators and other stakeholders to use marketing principles to market their healthcare services. Among the many marketing techniques, focusing on patient experience, grassroot marketing, word-of-mouth and using employee as marketers are proven to be the most effective due to the nature of the business. A study conducted by Sharp HealthCare suggests that “ focusing first on improving the healthcare experience for patients, physicians, and employees can provide the impetus for a vital marketing strategy that can lead to increase market share and net revenue” (Lofgren, D.G. et al., 2006).

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

Healthcare services possess a certain number of features which distinguish its goods. Knowledge of these features influence the way services are marketed, managed, experienced and reviewed by consumers and providers (Writer L.G. 2012.). Healthcare institutes must meet requirements to satisfy patients, physicians, the public, and providers is there main focal point of healthcare marketing. Healthcare consumers and factors influence consumer behavior; the behavior and mindset of a healthcare consumer directly affect their view on healthcare which is all based on experience. There are many techniques and strategies used by organizations to market health care services. There are six fundamental elements that most organizations use to have effective

itself”. Peter Drucker understood the importance of strategic marketing and how it is core to the success of any business or organization. The healthcare industry has grown to become a national headline that garners much attention on the on both the breakthroughs and issues it faces going forward. As the healthcare industries landscape continues to experience great change compared to the healthcare system we once knew have a marketing plan in place has become critical to the Healthcare Organization (HCO)’s success. Fundamentally, marketing in the context of delivering healthcare is about communication, creating awareness, and attracting new customers. In today environment the healthcare industry has grown like never before due to the nations

“For healthcare organizations to be successful in today’s environment, they must develop an in-depth knowledge of their target populations’ social, political and economic characteristics along with its lifestyles, attitudes, and other prominent traits” (Thomas, 2015). In this instance, there is an understanding of what good marketing can result in, however they just do not have an in-depth understanding of the research that needs to be done to make their marketing plan more effective. Their strategy was merely focused on maintaining their reputation rather than having a customer centered focus surrounding the potential for growth. By implementing more time into researching a specific target market, geographic, political, statistical, and functional units, SBH’s television commercial could have been more effective and yielded better

When observing the healthcare industry, the need for enduring education in internal functions has been recognized. Equally important to success in the healthcare industry are external functions such as marketing. However, some suggest that pricing strategy, product strategy, and division and targeting were the tasks that require the most knowledge for healthcare marketers, and that they do observe numerous breaches in many areas examined (Kennett et al., 2005). Easier access to medical information on the Internet means your healthcare business must do more than just provide services or products towards health issues. There must be a need to employ a diversity of marketing techniques to help approaching patients understand new health care ideas and solutions (Wagner, 2015).

A healthcare marketer communicates information, creates, and delivers healthcare offerings to healthcare patients, physicians, the public, and the payers. Therefore, healthcare marketers know is it a very competitive field. However, consumers expect to be educated about their health and focusing on wellness and prevention, the initiative aims to bring about a healthier, more informed population. Consumers are willing to pay more for the convenience and quality of care. Physicians want better products to help patients recover faster. Traditional competition in health care involves one or more elements (e.g., price, quality, convenience, and superior products or services); however, competition can also be based on new technology and innovation.

Key points to remember is that customers are the most important aspect of a healthcare organization. They like to see the strong interpersonal and intrapersonal relationship amongst employees. There is no right or wrong way to advertise a healthcare organization; as stated before, marketing is an art. Short-term marketing goals are to be reviewed frequently by personnel and the marketing team. In addition, long-term marketing goals are to be reviewed annually. Marketing strategies require previous experience and research; it is suggested that healthcare organizations adopt marketing strategies from other sectors. After reading these articles, benchmarking is important for a healthcare organization to determine overall performance.

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

For industries, communication of activities to existing and potential clients is its products and hence generating demand for products. There is a wealth of study data that supports the benefits of effective communication and health outcomes for patients and health care teams. Partaking

Since health care is becoming more consumer based, it is imperative that the organizations within the industry become more consumer friendly and gear their marketing toward prospective customers. In doing so, they need to be aware of the specific market segments that they are competing with. A market segment is a subgroup of actual and potential customers within the larger market whose needs are similar to each other and also significantly different from the needs of customers in other subgroups. The market for health care services can be subdivided in an infinite number of ways. The goal is to define segments with unique characteristics that permit an organization to target an effective strategy at them (Moseley, pg. 77).

For any health-related product, the integrated marketing communications strategy needs to first concentrate on the entire customer experience and be cognizant of their needs while striving for complete authenticity

Healthcare business comprises of various systems that focus to address the needs of clients and patients who entirely rely on the services of these facilities for prevention, treatment, and cure of diseases. Some of these systems include home health care, hospice care, and palliative care and assisted living. This paper will focus on three healthcare systems of interest and discuss the relevance of 5 Ps of healthcare marketing. Additionally, the paper will also elaborate the potential impact of these marketing Ps to the healthcare system and evaluate the health system that is most promising. Therefore, the three areas of interest to be covered in this paper are hospice care, home health care, and primary care.

One of the biggest mistakes in marketing according to Robbins (2014) is not targeting a specific group. The author feels as if it is essential to advertise to a group of people that share common interest instead of marketing to everyone. The health care industry and retailers both offers a wide variety of products and services. On one hand, health care facilities are to care for and maintain or stabilize one’s health. On the other hand, a retailer provides products and services to accommodate the needs and wants of a consumer’s lifestyle. For instance, retailers can range from department stores selling clothing, bikes, sporting goods, cars, or cell phones etc. However, everyone is in need of health care service or product. Maybe smaller HCOs specifically target a particular group in promotional