Traditional Marketing vs. Online Marketing

The growth of health care activities since then has truly encouraged patients to reach for information outside the confines of patient and physician interaction. Revolutionary new technology such as cell phones and computers, as well as the development of the Internet and social media sites, has served as where a vast majority of the public finds current knowledge for their problems.

Education of patients and families regarding the reliability of internet information is prudent. Given the enormous amount of information available via the World Wide Web, not all of which, as you illustrate, is reliable, it is of great importance that patients and families comprehend the unreliability of some of the information they may acquire. Patients who are unable to gain access to health care secondary to a lack of funds, insurance, or availability of their provider, may be inclined to review their symptoms utilizing a search engine. Moreover, patients who were incapable of accessing healthcare due to reasons other than a lack of insurance are more likely to utilize the internet to obtain health related

Since consumers are becoming more involved with their healthcare decisions, organizations and providers must adapt to consumer requisites and utilize independent resources to ensure the viability of their businesses. In 2008, a study reported that 81% of internet users and 66% of adults utilized online health information as a source for health related issues (Ha & Yun, 2011). Some examples of online health information resources comprised of search engines, organizational websites, and governmental agencies that participate in health related issues (Ha & Yun, 2011). By accessing health related information, consumers empower themselves with knowledge to assist in healthcare decisions and wellness management (Ha & Yun, 2011). As a result of consumers becoming better educated about healthcare, administrators must explore internet resources in order to maintain quality and services that is expected by consumers, and maintain the reputation of the organization.

The new advances in technology allow businesses to reach different customer bases. This includes buying and selling products over the Internet. The online shopping process is considered e-commerce. E-commerce is made up of different behaviors but for the purpose of this discussion the three discussed are consumer-to-consumer (C2C), business-to-business (B2B), and consumer-to-business (C2B). The different behaviors have different mediums to reach their targeted audience. The message for each behavior persuades a particular audience to purchase a product using that particular medium. Consumers and businesses look to the web for cost-effective ways to sell and buy products.

Patients are taking control of their healthcare needs. They are more informed than ever. The internet plays a major role in their learning. They are scheduling their appointments when their schedule permits and not the doctors, an end to long surgical waiting lists, and they want the latest best medications. Health care simply will never stay the same. It changes on a daily basis (Dranove & Sfekas, 2009).

As a result, healthcare organization tend to invest a lot in technology in order to provide patients with more information on healthcare products and services. This affects various marketing strategies employed unlike other industries or organizations. Channels of communication in health care have changed, resulting to increased competition among health issues in the public.

Healthcare has long been considered as the domain of the medical profession community and now a revolution of different sorts has taken place in the medical field over the last two decades. As consumers have taken a more proactive role in their own healthcare by searching for a lot of health information online, shopping for physicians, seeking second opinions, self-medicating through over-the counter medications and health food supplements, and inquiring about or pushing physicians to prescribe certain medications f

An ethical concern in health care is the fear of medical professionals violating HIPAA (Health Insurance Portability and Accountability Act) by using online sources such as email and Web marketing. According to Gary and Christiansen (2009), “The healthcare industry appears to be avoiding the use of email and Web marketing as a result of concerns regarding HIPAA restrictions and warnings from insurers not to engage in electronic communication with consumers.” Many medical professionals are reluctant to use online marketing because they are afraid of receiving a fine from the law. Unfortunately, these businesses are unaware that when used correctly, online marketing is an effective way to attract the consumer. “Offering these customer-oriented services can be a strategic use of the Internet for marketing to current patients, attracting new patients, and reducing costs” (Gary and Christiansen, 2009). From experience, patients love being able to talk to their doctor whenever they have a question or concern. It is easily and assessable for the patient to be able to access their phones or computers and communicate with their

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.

64% of the 113 million internet users in America have searched for medical information. (as cited in Rankin et al., 2005). Many health professionals concern that the internet resources can be potentially negative by spreading misinformation (as cited in Rankin et al.,

Diaz, J. A., Griffith, R. A., Ng, J. J., Reinert, S. E., Friedmann, P. D., & Moulton, A. W. (2002). Patients’ Use of the Internet for Medical Information. Journal of General Internal Medicine, 17(3), 180–185. http://doi.org/10.1046/j.1525-1497.2002.10603.x

We live in the digital age. The world has been made smaller and smaller through the use of the World Wide Web. Information and communication are far more accessible than ever before and studies have made it evident. ?Pew Research Center, a nonpartisan fact tank, studied the Internet access of Americans over a 15-year period, from 2000 to 2015. The study found that approximately 84% of Americans use the Internet now, compared to just 52% in the year 2000.? (The Future of Immigration Law Practice, 2016). It is no wonder that marketing trends have been moving towards online marketing strategies.

The easiest and most fundamental way people use online healthcare sites is to gain topic knowledge. The internet lays mountains of information at the end of our mouse clicks; this easy access to information has developed into a culture of information independence. The new generation of patients no longer wants to rely on one source or limited information on their condition. According to a recent journal article by Bill Walsh on America 's

More so, the usage of the Internet and other global media has expanded the ability of patients to have access to an enormous amount of information about diseased previously thought “too technical” requiring government policy that sought to limit the control and influence of physicians.

Online marketing campaigns widen the chances for more people to see the brand. Marketing the business in magazines, newspapers, and ads are great ways to get brand awareness out to the local public if it’s the target market the business wants to hit. But lets face it; people are now getting their hands on tablets, computers, and cell phones. These are electronics that are taking over our lives because we are constantly checking news, emails, social networks, and web browsing online. So what better way to market the business brand online where people are constantly connecting to for work, school, shopping, and connecting with others and have more of a change to see the brand versus the old fashioned paper way that have less of possibility of getting into the hands of people and less of an audience.