...Health Communication Walden University 3rd June, 2015 Introduction The 9/11 terror attacks which was followed by anthrax mail attacks. These traumatic events of the past made public health more visible throughout the society. The American public where forced to learn what professionals have known for years: the health and security of our nation depend heavily on a robust public health system. Those turbulent times also revealed the critical role of strategic, timely, and effective communication in public health (Bernhardt, 2004). Bernhardt (2004) argued that Public health communication is the “scientific development, strategic dissemination, and critical evaluation of relevant, accurate, accessible, and understandable health information communicated to and from intended audiences to advance the health of the public” this was achieved by relating Healthy People 2020 and Institute of Medicine definitions of health communication and public health respectively. Key Elements of Health Communication Essential for a Public Health Leader Centre for Disease Control and prevention and the National Cancer Institute have defined health communication as the study and use of various communication strategies to inform and influence individual and community decisions that enhance health. Therefore the two key fundamentals of health communication essential for a public health leader are strong public relations and marketing skills (CDC, 2011; Laureate Education, 2011). Public relations...
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...Chapter 6- Health Care Marketing 1. According to Buchbinder & Shanks, (2012) marketing is defined as the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, and society as a whole (Buchbinder & Shanks, 2012, p. 96.). The main principles of marketing are to satisfy customers, target the 'right' customers, facilitate exchange relationships, stay ahead of competitors and enhance profitability. These principles are essential for managers to understand and satisfy their customers in the health care industry. The person receiving care must be pleased with the services received from the health care facility, and the health care facility must likewise be satisfied with the financial reward received in the exchange. The hospital that adopts the key components of the marketing concept is likely to identify patients needs, provide products and services at an acceptable price and stress the benefits through promotion. The most important reason to satisfy customers seeking medical service is that they will become repeat customers or users of the facility. Consumers want to feel they are getting the most value for their money, and this includes the health care industry. Therefore, marketing mainly consists of satisfying target customers while striving to seek their loyalty and consumption. 2. In the past, healthcare organization were slow to incorporate marketing because many felt it was an inappropriate and unethical...
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...671/MK490 HealthCare Marketing Fall 2014 Instructor: Dr. Douglas J. Ayers Office: 204B BEC Office Phone: 205 934-8856 Home Phone: 205 910-5861 email: dayers@uab.edu Office Hours: Wednesday and Thursday 1:30 – 4:00 and by appt. Readings: Various readings from the trade press – typically from Marketing Health Services (available via UAB databases) and Harvard Business School (available via UAB databases and via direct purchase from Harvard Business School Press) For those with no background in Marketing, I recommend Capon’s Marketing Framework as an inexpensive but complete marketing text (www.axcesscapon.com) For those seeking a concise overview of the U.S. healthcare system I recommend “Essentials of the United States Health Care System” by Leiyu Shi and Douglas Singh. Course Description The class is designed for master level students seeking employment in the healthcare industry. It is also appropriate for seniors in Medical Equipment Sales and Distribution. The primary objective of this course is to provide students with a comprehensive overview of the marketing fundamentals in the health care environment. Health care organizations face special challenges in implementing marketing strategies. These challenges will receive considerable coverage. The course also examines health care organizations as customers in a B2B environment. As a result of completing the course, students will understand the marketing challenges facing...
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...Since many marketing companies have great ways to attract an audience's attention and money, it leads to the marketing to children. One of the highest consumers is children; therefore, marketers attempt to target young children because it encourages them in making parents spend money. Marketing to children is beneficial because it encourages healthy behaviors, positive choices, and bonding experiences. Marketing can promote positive behavior among children by advocating them to eat healthier. For instance, David Benady implies, “advertising and marketing techniques could encourage children to eat healthy,”(1) meaning marketers have extraordinary ideas to attract them into making them to eat healthy. When marketers advertise they mostly use...
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...GOOD MARKETING STRATEGIES CONTENTS 1. Introduction …………………….……..……….………………………………..…….3 2. Relationship Marketing…………………………………..………………………..….3-4 2.1 The Extent to Which It Is Practise.……………..………………………..….4 -5 2.2 Appropriateness of Relationship Marketing …………………………….….5-7 3. Customer Satisfaction …………………………………..………………………..….7 3.1 Measuring Patient Satisfaction…………………………………………....…..8 3.1.1 Patient Satisfaction Measures…………………………………………...…..8-9 3.2 Managing Patient Satisfaction………………………………………….……..9-10 4. Communications Mix…………………………………………………………………...9 4.1 Informative Promotion …..…………………………………………….….….10 4.2 The Communications Mix…………………………………………….…..….10-11 4.3 Successes……………………………………………………………………..11-12 5. Advertising………………………………………………………………………..…..13 5.1 Social-Cause Advertising……………………………………………….....…14 5.2 The Message ………………………………………………………………….14 5.3 The Medium……………………………………………………………….…14-15 5.4 Measuring Advertising Effectiveness…………………………………….….15 6. Conclusion………………………..……………………………………………………..17 7. Recommendation………………..………………………………………………………17 8. References……………………………………………………………………………….18 1. INTRODUCTION Every organisation has various strategies to market their organisation. For an organisation to be successful, they have to develop a marketing strategy. In my report I will analyse four marketing strategies in relation to my organisation...
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...Distinguish the marketing approach that a health care marketer would take to handle products and services to a marketer of consumer goods. An approach to marketing is important to know and analyze the different views that marketers have about the future. This vision of the future will strongly condition the entire strategic planning of marketing for healthcare. In order to continue to thrive, companies must acquire and keep customers. As a result, marketing and sales has become an area of increasing focus for companies of all sizes. Marketers create an effective marketing strategy is based on a five-step process: 1: Understanding the market climate and marketing strengths and weaknesses 2: Developing a marketing strategy 3: Building a marketing plan 4: Implementing the plan 5: Monitoring the success of the plan (Burgemeister, 2003). A solid marketing strategy provides a roadmap to creating and delivering true value to distinct groups of customers. All successful marketing strategies must begin and end with the customer, they cannot be an afterthought or taken as a given, so marketers must test their assumptions about their customers constantly. These are the thing that goes into a marketing strategy. A cohesive combination of: Targeting—to whom are you going to market your products and services? Positioning—how are you going to differentiate yourself from competitors? Product/Service Attributes—what attributes/features will the product/service have? Marketing Communications—how...
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...Health Care Changes and Challenges Dindi White HSC490 May 18, 2015 Jennifer Johnson Health Care Changes and Challenges Some people may believe that health care is not changing. However, today's health care system is changing. Today’s advanced technology and growing population have required health care organizations to evolve. Changes in health care can present challenges, and the challenges must be addressed and dealt with accordingly. Today’s health care system is changing. In order for health care to remain a competitive force in today’s business world, it must be aware of the shifts taking place that will affect them. Social media, advancements in technology and awareness of consumer behavior are three shifts currently taking place in the healthcare field. Knowledge of how these shifts work to improve health care is beneficial to assist health care organizations in providing quality care. Social media has grown in popularity in the last decade. Health care organizations have begun to utilize social media to reach out to their consumers and provide preventive, managed health care. “Social media provide people with additional opportunities to enhance their knowledge and their ability to care for themselves, and online communities are attracting older and broader audiences” (Thielst, 2013, p. 3). By using social media to communicate and collaborate health care providers and consumers can work together to develop a plan of care. Advancements in health care technology...
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...Functions of political marketing are pre-requisites for successful political marketing management. The following 8 genreic functions are needed for successful political marketing. 1.Product function: In political practice,there should be an exchange between political parites and electorate in the electoral market. Like mainstream marketing each political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides...
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...Marketing Strategy Template Research Tempess Barnett, Jennifer Bautch, Laura Bentem, Shana Estabrooks, Kenisha Sulker HCS/490- Health Care Consumer Trends & Marketing April 18, 2016 Dan Crawley Marketing Strategy Template Research Introduction (Tempess) Marketing & Communication Strategy Templates SWOT analysis is a situational assessment that can be used for marketing strategies for a business. SWOT analysis is the breakdown of the Strengths, Weaknesses, Opportunities and Threats for the business; they are able to utilize this breakdown to their benefit for marketing purposes. Another marketing strategy is Differential Advantage. Differential Advantage is a marketing strategy where an organization focuses on and promotes the benefits or expertise of their organization that other organizations do not have and consumers seek (Berkowitz, 2011). Communication strategies must be used in marketing as well. Integrated Marketing Communications (IMC) is a communication strategy that helps shift marketing solely from advertising to multi-media advertisement and consumer promotion for a strategic implementation of their brand or organization while aligning communication and marketing goals (Holm, 2006). Another communication strategy is in Public Relations (PR). Public Relations are the beneficial relationship between an organization and the community it is in. PR can promote the business to the public while also doing analysis of public opinion...
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...Marketing Mix Frank Robles MKT/421 February, 25 2013 Paressa Naveed There are four categories in the marketing mix. They consist of product, place, price and promotion. Many companies use these four elements of the marketing mix to help bring in revenue on the services that they are using. This paper will focus on those four p’s of marketing and explain in detail how the four p’s are beneficial to any organizations, marketing strategy and tactics. The first category in the four p’s would be the product. What the product is a service or item that a company offers. When a product is marketed, it means that the company created the idea to reach a target audience. The product should attract a certain audience and the company is responsible for creating the marketing strategy in order to hit the target audience. The second category in the four p’s would be place. Place is directly involved where an organization puts together a strategy where they make sure they get the product to its target audience. The whole process is revolved around how the product gets distributed to the consumer. This process is very important on deciding how the product gets to the consumer before they decide to purchase it or buy it. There are many ways on how the product gets to the consumer and how it reaches the target population. Now, as for the third P which stands for promotion. When a company promotes a product, they have different ways of doing so...
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...Entrepreneurship Health Care Product and Services Marketing Techniques Wali K Shakoor-Luqman I BSN, RN HCS/567 Marketing for Health Care 11/24/2014 Facilitator: Jackie Lucas FACHE Health Care Entrepreneurship Marketing Techniques Today’s health environment is governed by the concept of efficient deliverance of care, with the main objective of managing the transactions made between the patient and their providers using cost effective methods. The makeup also consists of consumer involvement in making wiser choices from the various marketing strategies used by the health care industry. The Unites States Health Care System is designed to plan and have control as to how resources are distributed. Due to harsh economic and changing times, health care has not been regulated closely enough to make sure United States citizens receive adequate resources for quality health care at an affordable cost (Getzen, 2007). The health care industry has so much opportunity for developing new businesses, but the entrepreneur has to be equipped with the necessary tools to meet the demands of the health care market. Health care organizations are serious about protecting the general public against the unscrupulous individuals using the get rich quick scams to exploit the consumer out of millions of dollars, based on trends or cosmetic related goods. As we know, obesity in the United States is an area of great concern. Health care consumers who suffer...
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...Marketing Plan Case Analysis of Lancaster Colony Corporation Marketing Plan Case Analysis of Lancaster Colony Corporation Lancaster Colony Corporation is a manufacturer and marketer of consumer products, such as specialty foods, glassware and candles. Lancaster Colony Corporation began in 1961, when several small glass and related housewares manufacturing companies combined. In 1969, Lancaster Colony Corporation went public and entered the specialty foods market with the purchase of the T. Marzetti Company. Since that time, Lancaster Colony Corporation, which is based in Columbus, Ohio, has seen the most growth from the specialty foods division (Lancaster Colony.com, 2012). Lancaster Colony Corporation specialty foods division produces and sells foods consisting of salad dressings, sauces, fruit glazes, vegetable dips, fruit dips, Greek yogurt vegetable dips, frozen breads, dinner rolls, sweet rolls, biscuits, dry egg noodles, frozen specialty noodles and pasta, croutons and related products, and caviar under multiple brands names (Lancaster Colony.com, 2012). The division markets its products through sales personnel, food brokers, and distributers to retail, club store, foodservice, and industrial markets (Yahoo Finance.com, 2012). The external environmental analysis will consist of general environmental analysis, industry analysis, and market analysis. One factor of the general environmental analysis that affects the Lancaster Colony Corporation Specialty Foods...
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...– This Act shall be known as the Generics Act of 1988 SECTION 2. Statement of Policy – It is hereby declared the policy of the State: To promote, encourage and require the use of generic terminology in the importation, manufacture, distribution, marketing, advertising and promotion, prescription and dispensing of drugs; To ensure the adequate supply of drugs with generic names at the lowest possible cost and endeavor to make them available for free to indigent patients; To encourage the extensive use of drugs with generic names through a rational system of procurement and distribution; To emphasize the scientific basis for the use of drugs, in order that health professionals may become more aware and cognizant of their therapeutic effectiveness; and To promote drug safety by minimizing duplication in medications and/or use of drugs with potentially adverse drug interactions. SECTION 3. Definition of Terms – The following terms are herein defined for purposes of this Act: (1) "Generic Name or Generic Terminology" is the identification of drugs and medicines by their scientifically and internationally recognize active ingredients or by their official generic name as determined by the Bureau of Food and Drugs of the Department of Health. (2) "Active Ingredient" is the chemical component responsible for the claimed therapeutic effect of the pharmaceutical product. (3)...
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... Summary of Available Information 1. Canyon Ranch Business Units. 2. Canyon Ranch Services. 3. New Services and Sample Packages and Services. 4. Canyon Ranch customer profile. 5. Canyon Ranch Rates and Packages. 6. The structure of the spa industry. 7. Overview of the Information Technology (IT) at Canyon Ranch. Pre-Analysis of the study Computerization was always seen as a thread rather than an opportunity for the spa industry, since many spa visitors were seeking an escape from their technology-intensive world. However, competition and the realities of current market conditions necessitated Canyon Ranch to reinvent its marketing and IT strategy. In this regard, it is important to place a great deal of emphasize that Canyon Ranch is considered as the golden standard of the industry, and it is especially true with its Health and Healing department. However, notwithstanding the high growth of the unit, its profitability leaves much to be desired. There is also low synergy...
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...STRATEGIC HEALTHCARE MARKETING Indian School of Business Term 7 January 6th – February 16th 2014 Thani Jambulingam Ph.D Associate Professor Pfizer Fellow, Arrupe Center Research Fellow Department of Pharmaceutical & Healthcare Marketing Saint Joseph’s University Philadelphia, PA 19131 THANI JAMBULINGAM PH.D. Associate Professor in the Department of Pharmaceutical and Healthcare Marketing at St. Joseph's University, Erivan K. Haub School of Business, Philadelphia, PA. Currently he teaches in Executive Pharmaceutical and Healthcare MBA program (both traditional and online formats, MBA program and undergraduate program in Pharmaceutical and Healthcare Marketing. Thani was instrumental in starting the undergraduate and online programs at SJU. He served as the chair of the pharmaceutical and healthcare marketing department from 2003-2010. Ranbaxy in sales and at Glaxo Inc. in sales and marketing for several years before he returned to school and completed his Ph.D. at University of Wisconsin, Madison. His research interests are in health care marketing, strategy, supply chain and pricing. His work has been published in several journals, such as the, International Journal of Pharmaceutical and Healthcare Marketing, Journal of Medical Marketing, Journal of Pharmaceutical Marketing and Management, Journal of Commercial Biotechnology, Journal of Research in Pharmaceutical Economics Journal of International Marketing, Journal of Operations Management...
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