examine the consumer populations of your organization and create an advertisement using marketing and communication techniques appropriate for your consumers.
Hello world!
May 11, 2018HEALTHCARE MARKETINGApril 16, 2019 Off All,
Marketing and Communication Techniques for Health Care Products When selecting marketing and communication techniques, health care organizations must carefully examine their consumer populations, as not all techniques are effective for all consumers. Depending on the product, organizations might even choose two or three different techniques in an effort to reach multiple consumer segments. For this Assignment, you examine the consumer populations of your organization and create an advertisement using marketing and communication techniques appropriate for your consumers. To prepare: • Select a health care product to market within your organization. Note: If you do not currently work for a health care organization, select one that is of interest to you. You may use the same organization you selected in Week 3. xxxxxxxDocument Below is the Organization I used in Week 3 xxxxxxxxxxxxxxxxxHealthcare Marketing Plan xxx Marketing plans are strategic documents designed to facilitate the process of achieving certain objectives and goals over a specific time frame. Marketing plans have been shown to assess, prepare, and anticipate the road map which organizations need to take to attain market success. Healthcare facilities are faced with the need to create marketing plans. At Quintet Hospital we are committed to providing excellent value-based care services to help our clients maintain a healthy status. The marketing plan for Quintet has numerous elements which include a target market, a SWOT analysis, marketing systems, and budgets as well as strategic tactics. First, Quintet Hospital identifies its clients as patients who require the hospital’s services regardless of their demographics, psychographics, and geographics. As such, we view patients as our customers rather than medical charts and records. At Quintet, we pride ourselves in the quality of our processes and procedures with an experienced staff. Additionally, we have an active research and development program for the innovation of products and services. However, having only one facility remains our most notable weakness. The facility views the potential to use the internet as a tool for developing our market as our major opportunity. On the other hand, our competitors have extensive access to distribution channels for significant drugs. Quintet aims at engaging more on internet marketing noting the minimal budgetary requirements that internet marketing requires. As such we aim at holding webinars as well as engaging in constant blogging on our social media pages to create awareness about the facility and services offered. Even though we have been involved in marketing previously, there exists a gap that can be exploited. Additionally, noting that the target for the marketing plan is to increase patient volume by 25% we aim at improving the customer experience to create an inspiration for word-of-mouth referrals. Subsequently, the facility aims at holding regular staff meetings to bring in new ideas to improve client satisfaction while making more efforts to frame posters within the facility exhibiting our commitment to customer satisfaction. Refenence Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press. Chapter 4, “The Nature of Healthcare Markets” (pp. 99–131) Chapter 5, “Healthcare Consumers and Consumer Behavior” (pp. 135–161) Chapter 8, “Marketing Strategies” (pp. 219–250) • Identify the consumer population of your organization, including general and business consumer. • Consider traditional and/or contemporary marketing techniques that may be appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Reflect on why you might select this technique and how you might use it to market the product. • With the marketing technique you select in mind, consider how you might create an advertisement to market the health care product and what communication techniques might be appropriate for your population. The Assignment Write a 2-page brief that addresses the following: • Describe the health care product you selected. • Analyze the consumer population of your health care organization. • Recommend a marketing technique that is appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Include why you selected this technique and how you will use it to market the product you selected. • Recommend one or two communication techniques that are appropriate for the consumer population. Then, create an advertisement using the marketing technique you selected. Be sure to utilize communication techniques that would be appropriate for the consumer population you identified. Reference raenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S–93S. Note: Retrieved from the Walden Library databases. Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G. (2015). New media but same old tricks: Food marketing to children in the digital age. Current Obesity Reports, 4(1), 37–45. New media but same old tricks: Food marketing to children in the digital age by Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin in Current Obesity Reports, 41(1). Copyright 2015 by Current Science, Inc. Reprinted by permission of Current Science Inc. via the Copyright Clearance Center. Luca, N. R., & Suggs, L. S. (2013). Theory and model use in social marketing health interventions. Journal of Health Communication, 18(1), 20–40. Note: Retrieved from the Walden Library databases. Nowak, G. J., Gellin, B. G., MacDonald, N. E., & Butler, R. (2015). Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices. Vaccine, 33(34), 4204–4211.
