...Health Care Marketing Analysis Shanita V. Brown HCS/539 May 27, 2013 Thomas Sloan Health Care Marketing Analysis “The health marketing mix is vital for a successful health promotion campaign (Pralea pg. 43).” In the health care system today, the marketing mix generally is based on the four P’s known as product, price, place and promotion. The product is concrete and solid products and services. The product is the actual physical item. Pricing is based on being able to price the products at a rate in which customers are willing to pay. This means being aware of supply and demand. Place which also means distribution. Placement is how the products are delivered to the customers. Promotion is the communication in which the hospital uses to bring a positive response from customers. The four P’s are vital in marketing of health care. The four P’s are what guarantees the hospital’s overall success. This can be proven by looking at the marketing mix of Piedmont Henry Hospital in McDonough, Georgia. Product As stated above, the product is the physical products and services in which the hospital provides. Products and services are important to hospital because should cater to the target customers. The product is considered the “platform” of the marketing plan, according to Pralea. Decisions about products and services in a health care facility may involve brand name, functionality, quality, safety, packaging, and repairs and support. Every hospital does not provide all services...
Words: 1280 - Pages: 6
...University of Phoenix Material Health Care Marketing Information Matrix There are a variety of information sources that may be used by consumers to obtain information relating to the marketing of health care products and services. The following matrix is intended to assist you in organizing the information contained in these sources. Consider the types of marketing messages that these information sources may contain and the reliability of the marketing message. Following the provided example, identify three examples of your own. |Source of Health Information |Type of Health-Related |Marketing Messages |How the Consumer May Assess the Accuracy or | | |Information | |Reliability of the Marketing Messages | |List the information source, such as Internet websites, WebMD, MedLine, or the news media. |Type of information |List at least one marketing |List one approach the consumer may use to verify | | |provided by the source |message being communicated to |the accuracy of the marketing message. | | | ...
Words: 467 - Pages: 2
...Health Care Marketing Analysis Planned Parenthood has a long history in the United States dating as far back as 1916. This company believes in the fundamental right of each individual to manage his or her fertility regardless of income, marital status, race, age, national origin, or sexual orientation. Planned Parenthood has been providing birth control to women in the United States since 1916 when Margaret Sanger opened the first birth control clinic in Brooklyn, New York (Planned Parenthood, n.d.). Planned Parenthood is often the only source of family planning for a large proportion of the women served. This organization provides care, testing, and treatments to a large part of the population including teenagers, men and women. There are many people who are against this organization but there are also many people who thoroughly support everything that Planned Parenthood stands for. Product Planned Parenthood offers many different services to women and men, for men they offer checkups for reproductive or sexual health problems, infertility screening and referral, routine physical exams, vasectomy, and prostate cancer screenings along with many more services. The products and services that are offered for women are much greater and include abortions, birth control, and morning after pill, pregnancy testing, prenatal care, infertility, general health care and screenings, and testing and treatment of sexually transmitted diseases (STDs), along with many more services. Pricing ...
Words: 1104 - Pages: 5
...Services The American Marketing Association definition of marketing is “The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.” (Lamb, Hair, & McDaniel, 2011) However the definition of healthcare marketing can differ slightly, but still has the same components. "Healthcare marketing is educating ourselves as to the wants and needs of our potential customers and, based on the knowledge we gain, educating our customers and offering them valued services that fulfill their needs when and where they need those services.” (Buckley, 2009) Marketing a healthcare entity has distinctive challenges that are not found in most organizations. The product is variable, there is not a true price−value exchange and the customer is not always a willing buyer. The healthcare industry is advancing in technology and increasing in competition every day. Patients have more choices than ever before. Providers need to market themselves to stand out from the competition and notify patients how they can offer the best possible care and experience. Today’s healthcare focus is on providing the best care but also on patient experience. The “4 P’s” product, price, place, and promotion are used to develop a marketing strategy that works. The four Ps Product, price, place and promotion are considered the four controllable variables used to define a marketing strategy. Product...
Words: 1118 - Pages: 5
...Health Care Consumer- Trends and Marketing HCS-490 June 2, 2014 Web-Based Forum Web-based health care forum is a web portal, which connects the healthcare provider to the consumer. Improving the patient care and healthcare efficiency by delivering health via the internet. A key goal is to provide an effective platform for the providers, patients, pharmacies, and caregivers, where he or she can receive a fast and secure communication processes. Best one-stop location for all of the members of health care community. Within this paper a review of the benefits for the consumer and provider, value and importance, difference from other modes of communication, changes from media and social media, and marketing health care products. Benefits There are several factor that would motivate the provider and consumer to use this communication process such as, easy accessibility and privacy. For the provider and the consumer he or she can both find and share information through web based health bulletins for example; WebMD and HealthBoards. Provider benefits are the forum because he or she can send problematic cases via links on the forum anonymously. The question is automatically sent to all of the members. These questions are answered within a month. Member can comment and uses the information post as a reference in his or her individual cases (Vuorikatu, Saarni, & Pastermack, 2011). Doctors can set up alerts, review appointment and receive SMS notification when patients diagnostic...
Words: 1074 - Pages: 5
...Communication Paper XXXXXXX HCS/490 HEALTH CARE CONSUMER - TRENDS AND MARKETING March 16th, 2012 Carol Sweigert Communication Paper The intent of this paper is to ascertain one specific mode of communication used by consumers and healthcare providers. The communication modality that was chosen was electronic medical records (EMR’s). This paper will first define what an EMR is, then list and discuss several different modality aspects (as it pertains to EMR’s) to include, benefit to the patient and how the EMR differs from other modes of communication. In addition, this paper will explain one reason why the EMR is an effective means of communication between consumers and providers, as well as review the importance of maintaining patient confidentiality when using the EMR. This paper will conclude with how the media and social networking change communication in heart care. The goal of any healthcare organization worth its salt; is to ensure that the continuum of quality care is being adhered to within the ever changing realm of technology as it applies to healthcare. In order to ensure organizational success, it is necessary for any and all healthcare organizations to first acquire a basic understanding of the benefits and challenges of technologically based communication modality such as Electronic Medical Record (EMR) . (Personal communication, March 1, 2012). Electronic Medical Record (EMR) According to Ovid Technologies, Inc. (2000-2011), Electronic medical...
Words: 833 - Pages: 4
...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...
Words: 1627 - Pages: 7
...■ The Elements of Successful Marketing Marketing Research Within the definition of marketing is the discussion of a process of planning and executing to meet consumer needs. Marketing requires an understanding of consumer wants and needs. This understanding is derived through an assessment of these needs. Within this book, Chapter 5 focuses on marketing research. Marketing research is a process in which there is a systematic gathering of data from customers to identify their needs. The Four Ps The heart of marketing strategy is the development of a response to the marketplace. As noted in the definition, marketing is the “execution of the conception, pricing, promotion, and distribution of the goods, ideas, and services.” To respond to customers, an organization must develop a product, determine the price customers are willing to pay, identify what place is most convenient for customers to purchase the product or access the service, and finally, promote the product to customers to let them know it is available. Product, price, place, and promotion are referred to as the four Ps of marketing strategy.3 It is these four controllable variables that a firm uses to define its marketing strategy. The mix of these four controllable variables that a business uses to pursue a desired level of sales is referred to as the marketing mix. The definitions of the four major elements of marketing as discussed below provide the focus of this book. Product Product represents...
Words: 1110 - Pages: 5
...Health Care Marketing Reflection HCS/539 November 11th, 2011 Martha Owens Health Care Marketing Reflection Introduction A successful health care organization in today’s current economy relies on a number of aspects in order to stay in competition with other organizations both familiar and new. One of the larger important aspects of these organizations is marketing. This paper covers one particular organization Community Hospital of Monterey Peninsula, or CHOMP. At Community Hospital of Monterey Peninsula, their marketing and communications department works hard to ensure that the strategic planning, marketing, and communication of the hospital are held to a high standard of quality. The department sets goals to be collaborative and provide the best customer service. This paper will look at the current techniques and strategies used by this department, how it affects consumer trends, and the positive/negative affects these techniques have on those employed. Current Health Care Marketing Techniques and Trends According to the Mary Barker, Director of the Communication and Marketing Department at CHOMP, there used to be this feeling that marketing was nothing more than advertising which many in health care frowned upon. I understand why this used to be the feeling, for when deciding to get into a career in health care I thought primarily about helping patients. I do not believe I ever saw health care or hospital services as something that...
Words: 1001 - Pages: 5
...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...
Words: 2111 - Pages: 9
...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...
Words: 1699 - Pages: 7
...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...
Words: 1177 - Pages: 5
...RUNNING HEAD: AETNA MARKETING STRATEGY 1 “Aetna Marketing Strategy” Tara Brown Professor Charmaine Rhames HSA 305-Health Services Marketing April 29, 2013 This research was conducted and studied by Professor Rhames. AETNA MARKETING STRATEGY 2 Abstract This paper describes the health care system and the role of marketing. It analyzes the competitive environment of a health services organization. It identifies a course of action which allow strategic marketing success. It outlines its strategy on Aetna to determine the utilization of its products and services. The marketing strategy and the strategy for Aetna is outlined. The recommendation process is to list at least three separate ways in shaping the buying decisions of its customers. AETNA MARKETING STRATEGY 3 In 1850, Aetna Insurance Company formed an Annuity Fund to sell life insurance. The Annuity department detached from Aetna Insurance...
Words: 984 - Pages: 4
...Bringing It Altogether Karla Alvarez Professor Becky Gilliland HSA 505 – Health Services Strategic Marketing March 17, 2013 Bringing It Altogether Marketing healthcare services and products presents unique challenges compared to other consumer goods and services, because it deals with health behaviors as opposed to just purchasing behaviors (Johnson, n.d.). Products are physical and tangible. They can be divided into non-durable goods and durable goods. A nondurable good is an item that can be consumed in some defined period of time. A durable good is a product that lasts over an extended period of time (Berkowitz, 2011). Products can also be classified by whom and for what the consumers of these products are purchased. Those products that are purchased by the final consumer are known as consumer goods, while those purchased for use in the manufacture of other products are referred as industrial products (Berkowitz, 2011). Furthermore, consumer goods can be classified by the amount of effort and manner of search the consumer uses in purchasing the product. Those that require little deliberation or search are known as convenience goods. Shopping goods are products in which the consumer takes the time to compare attributes, price, style and/or features. And specialty items are those that the consumer specifically seeks out (Berkowitz, 2011). Services, on the other hand, are intangible. Services are inconsistent, they cannot be owned or stored and...
Words: 3395 - Pages: 14
...Health Care Marketing Reflection Christine Cazares HCS/539 April 4, 2016 Andrea Linder Health Care Marketing Reflection In recent years, hospitals have relied on marketing strategies through newspapers, letters, or television. Currently, the new word of mouth is social media on how organizations such as hospitals, spread the word. This paper will examine the current health care marketing techniques used for social media. Included in this will be how the marketing is used, the author's opinion on the marketing techniques for social media, how social media affects the consumers, and if social media within healthcare as a positive or negative effect. Health Care Marketing Techniques and Trends Marketing is using social media as an outlet for word of mouth. By using social media conversations are not face to face, they are now one too many. Which is beneficial to many organizations. People are trying to take their health serious now and receiving information from online platforms and referrals by others. Social media is used to promote referrals and improve health care to current and future consumers. Promoting health care through social media can be done through many different pages and websites for potential patients and present ones. Consumers are modernized these days and have become tech savvy and want to know more about their health and future health needs. Customers are searching the web for information on health care before making...
Words: 742 - Pages: 3
