Marketing Strategy : Health Care Company Essay

CVS Health happens to be one of the largest pharmacies serving people in every community. In fact, there is a CVS across the street from just about every hospital, on every major interception, and are within a 2-mile radius of one another. This is the way it has been since the company was founded “in Lowell, Massachusetts by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland” in 1963, and it’s the way the company plans to keep expanding the company in a proximity to one another. They have even gone as far as expanding the size of the store to fit the community. All in an effort, to be responsive and committed enough to meet the needs of not only the customers, but the clients and the community as well (CVS Health, 1999-2016). Especially, since the company admits that over the past fifty years, they have changed to better service people in their health.

5. CVS’ additional competitor Walgreens is behind them by a market cap of roughly $10

3. An orthopedic group practice has decided to develop a pediatric sports medicine program. Identify potential target markets for this new service.

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.

However, in light of its organizational problems, the situation surrounding HCCH has many opportunities.  First, increased funding looks promising; as $875 billion dollars has of late been approved with the Affordable Care Act to challenge the unacceptable status quo of health care in all of America.  Second, HCCH is in a good position to be repositioned- meaning that HCCH’s core values of service, equality, and trust are important values to its stakeholders and will only better be reinforced through an effective rebranding.  The rebranding itself is of course the third opportunity as the professional advice sought generated enlightening ideas and will guarantee a quality solution. By leveraging these opportunities and strategically managing and mitigating its problems, HCCH has the potential to create a viable marketing plan that will help keep it moving towards its organizational goals.

The Better Health Association is a nonprofit company whose objective is simply to increase the health of people through health education, guidance, and diagnosis screening programs. They make an attempt to assist audiences of any age and socioeconomic ranges to gain knowledge of living an even healthy life-style and creating the know-how required to develop healthy and balanced choices. "My role within the company is to secure agreements from at least three major area advertising and marketing agencies to underwrite the creation and production of all Better Health special event programs for the next three to four years. I also, create an active and positive presence for the agency in state-of-the-art social media venues that results in recruitment and assistance to new clients. Monitor and track results quarterly. In addition to, developing systematic marketing plans that address every operational area of Better Health including client services, all fund raising events and general association promotion in all media venues" (https://bluequill.franklin.edu, n.d.).

The key issue facing GEHS today is that despite high potential growth in both the developed and developing markets traditional B2B marketing lines are slow; the buyers control the power and the end consumer (patients) sees GEHS and its competitors as “faceless” corporations and their countries health care services as lacking. End users want cheaper, better quality, and more accessible healthcare and GEHS wants to grow market share and improve reputation.

By 2006 there were only three major health care distributors, Cardinal, Amerisource, and McKesson, all offering the same products and services (Pearce, 2011). But, Cardinal stood far apart from its competition because a larger percentage of their overall operating income came from non-distribution activities. Their portfolio was diversified into distributing pharmaceuticals, packaging them, providing devices to hospitals that automate dispensing of drugs through their Pyxis subsidiary and providing pharmacy services through Medicine Shoppe (Pearce, 2011).

Cardinal Health has at various points in history depended on a strategy of heavy acquisitions to diversify. This strategy has slowed in recent years and the drug-distribution giant continues to struggle, looking for opportunities for growth, as they continue to pursue global expansion. To continue expanding global Cardinal Health should focus on the following factors:

Discussion question 2: What has made Cardinal Health the biggest player in the US health care industry in general and the undisputed profitability leader in the drug distribution business in general?

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

In contrast to tangible dominant offerings that can be felt, tasted, and seen, the healthcare services that are offered by the hospital can be categorized as intangible dominant. This intangible service is largely characterized by interactions with healthcare professionals, education on health conditions, and ultimately a better quality of health. Though the offering is primarily intangible, if the hospital is to be successful they should integrate a few tangible aspects to the offering. If the end goal of the service is to tend to the needs of the patient’s health through a primarily intangible offering, tangible elements such as medical equipment,

Bradley & Associates was founded in 1981 by a brilliant man with a legendary sense of purpose. The purpose was to provide an outlet for companies to market their brand and their products in an efficient way. We have been a family-runned business for 35 years now, and through those years we have specialized in offering our clients custom solutions for their international extensions. Our business distinguishes itself by our deep understanding of our clients ' brand products and providing advanced recommendations to solve their needs.

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.