Medical Marketing Research Paper

This can be achieved by creating awareness of the existence of ASC and services offered both locally and within the region. The success of any organization is boosted by the number of clients using their services. Similarly ASC requires to alert the public of their location and services offered for effective results to be achieved in a competitive marketing environment. Adhering to marketing strategies both locally and within the region increases the patient volume.

Marketing is a very unique process that enables limitless methods or variations for an entity to appeal to a particular target market as well as to deter from a particular market. Marketing is used in more than just business; The kinds of clothes an individual wears and the attitude a person portrays can be used to market him or herself to the public for many reasons: Maybe to attract a woman a man is attracted to, possibly to impress the president of a company a person is interviewing for, and even to just create a base of his or her character in which other people will judge him or her by. Marketing is everywhere from the business side of the spectrum to relationships people have

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 marketing strategy involves a combination of print media advertising, promotional events, and website development all aimed at residents living 15 miles of the clinic. With only one other family practitioner in town, we project an increasing patient load over the first year.

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.).

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

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.

Consumers will be more likely to initiate a conversation with their physician after seeing an advertisement on television, or in a magazine. In a paper titled An Insider 's Perspective: Defense of the Pharmaceutical Industry 's Marketing Practices, author Kanika Johar (2013) writes, "In my experience, the goal of DTCA is to increase market share for the new drug by bringing awareness to a particular disease that the drug treats" (p.10). The first part of that sentence is remarkably candid. As an industry insider, Johar admits that increasing market share is the goal of DTCA. While proponents cite education and awareness as reasons to continue DTCA, research consistently shows that consumers are not educated in any meaningful way about drugs and their side effects in a 2 minute commercial or a tiny 4 point font, need a degree in biotechnology to understand, print advertisement (Frosch et al, 2010; Arnold & Oakley, 2013).

The advertising strategies within the major hospital in the area had some similarities; a more distinctive adverting strategy was sought after. The research was conducted to identify the best way in which to communicate to give the hospital a competitive advantage over its competitors.

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

As a result, physicians are today faced with more patients who seek for their medical treatment based on marketing information than ever before. This shift in the physician-patient relationship to a more interactive, cooperative

From the Pharmaceutical industry perspective direct-to-consumer advertising builds a sense of trust between consumer and drug manufactures; as well as providing consumers with knowledge of illnesses and treatment options. The Pharmaceutical Companies feel that exposing viewers/readers to a high level of symptoms it will prompt the consumers will create and open dialog with their physicians about their health issues, due to the advertisement consumers are aware of side effects allowing them under the guidance of a licensed physician make the best suitable drug option (DeGeorge pg320).

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 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 order to improve our sales so exceptionally in five years we must utilize specific market research strategies. We must continue to monitor patient satisfaction with studies to assess the perception of the care received. When surveying patients a high level of attention to detail should be maintained. International data collection can offer many challenges and thus the quality and structure of our satisfaction surveys must be markedly superior to ensure reliable information is returned. Word of mouth marketing has been an asset and that penetrates all cultures. Our cultural adaptability must remain a focus while conducting marketing research. The ultimate goal is to be THE choice of medical care internationally.